Ten Misunderstandings of website analysis (i.)

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Misunderstanding three: Website Analysis =seo

Web analytics and SEO have in common, that is, both are used to optimize the performance of the site. But the difference is also remarkable, is that their purpose and means are different.

Every time when a friend asks me, I have a very simple explanation:

Website analysis is to optimize the user experience on the site, ultimately to facilitate the transformation of visitors, the optimization of the destination is the visitors themselves;

SEO is the optimization of the site in search engine performance, and ultimately to promote more high-quality search engine visitors to the site visitors, optimize the foothold is the search engine;

From a few angles we look at the difference:

1. From the point of view of the flow itself: the site analysis does not directly help to obtain more traffic (although the site user experience continues to improve the flow will indeed continue to increase), and SEO is a high-quality Web site marketing, can help to obtain targeted valuable traffic.

2. From the Optimization approach: Website analysis for the optimization of the site to focus on guiding (or even induced) visitors, to encourage visitors to complete the site owner expected behavior; SEO focus on the optimization of the site to guide the search engine, in order to promote more comprehensive, in-depth, more accurate crawl site content (keywords), and the content of the site to set a higher keyword weight, to promote more search engine users to enter the site.

3. From the realization of the results: SEO to help the site to obtain high-quality relevance of strong traffic, web analytics help to convert the site's traffic into a real user or buyer.

You can think that SEO is more by optimizing the site to get better traffic (responsible for the front-end), and web analytics is to optimize the site to achieve more business transformation (responsible for the backend). Overall, better traffic can magnify the business value of the site (SEO role), while the flow of better conversion is more directly for the site to create value (the role of web analytics).

Misunderstanding four: Website analysis needs to achieve multiple optimization goals

Another common misconception of web analytics is that the site itself has too many optimization goals. Websites usually only achieve a core business purpose, but the implementation around the core business goals may involve many aspects of the site. In E-commerce sites, for example, the ultimate goal of such sites is to increase turnover to generate more revenue. But in order to achieve this, the site needs to work on a lot of, such as to consider increasing the site traffic, but also to increase the quality of site traffic, but also to optimize the site structure and page to enhance the user experience, but also to find ways to promote user transformation and so on. All of this makes sense, but when these things are handled without priority, the problem arises.

The symptoms of a problem are often hectic and miss the real optimization needs. While it is possible to optimize all aspects of the show, the actual operability is very small. Web site Optimization Goals More, more KPIs, and these KPIs are often the performance of a gourd scoop, they will not be fine or at the same time rain, resulting in thinking and implementation of the disorder, and ultimately miss the real need to focus on the goal.

A site may have many problems, but the most significant impact on business performance (performance), usually only one or two problems, you need to do is to find the one or two problems, and then focus on one or two corresponding KPIs, and other data and variables as a reference. In China this is feasible, otherwise we will be without information from the annoyance of all of a sudden into the pain of information overload, neither will bring you the most effective optimization action.

Slow down, web analytics won't let you eat a big fat one mouthful, but it will keep you strong.

Site analysis requires a lot of statistical knowledge

The answer is no. Site analysis does not require you to master too much statistical knowledge, because the site analysis is not statistical, nor is it complex data mining.

Are you surprised?

Web site Analysis of the object is the visitors and their behavior, although the audience and behavior is the performance of data, but more importantly, the data associated with attributes, such as action properties, time attributes, page/content attributes, demographic attributes, geographical attributes, traffic source attributes, etc. When the data itself is associated with attributes, called metric (Metric), the object we analyze is the metric. The interesting thing about getting these metric is that there really is a lot of statistical work to do, but luckily, web analytics tools do all of this for us in accordance with predetermined models and algorithms, and then directly output us the data we need. Therefore, the website analysis does not need too many data statistics reason is, 99% data Statistics work website analysis has done.

However, it is not that web analytics does not require a statistical approach, and it is important to pay attention to statistical significance in A/b and multivariate testing, as well as in some advanced comparisons and trend analysis, where statistical methods may also need to be used, such as clustering and regression. But on the whole, the knowledge of statistics is by no means a stumbling block on the way of web analytics learning.

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