The road of website Analysis (a): Where do people come from?

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In the process of using analytical tools and learning to analyze some of the notes, Paidai starts.

When learning to use tools, know that it is probably the original goal, I used this side is Google Analytics, first posted an overview:

This is a very small site for a week of data that can be seen:

(1) A dozens of-person visit every day, the trend of increasing the number of people

(2) The comprehensive browsing volume is about twice times the number of visits, and the average visitor only sees two pages

(3) New visitors accounted for about 85%, and 74% of visitors from the search engine, indicating that the site has just been a little bit of improvement, and very dependent on search engines

(4) There are 125 target conversions, this remains for subsequent analysis

(5) In addition to the first page, the number of visits to the sale directory is the second, accounting for about 10%, indicating that this page visitors click More

Business people, the most concern is how guests come. Similarly, the person who analyzes the website, the most concern is also where is the visitor come from? Google Analytics the "Traffic Source" section to answer this question.

As can be seen from the figure above, Google Analytics can identify the main source of visitors are divided into three categories: direct traffic, referral sites and search engines, there is a category of AdWords (the bottom of the campaign and advertising version are subordinate to AdWords), in addition, there is a " Keyword ", is a tool of analysis tools, it can determine what word visitors are searched to come to our website, which is to analyze the source and make targeted improvements are directly helpful.

Let's take a look at the first part: direct flow

The direct flow is a website value embodiment, this article involves the website direct traffic is very few, almost can ignore, indicated this website also basically is not known.

The first target set, the second target set, which appears in the previous illustration, is a simple goal-monitoring feature provided by Google Analytics, which can record the number of links that a visitor has clicked on after they open the page via link tracking, which is called conversion rate monitoring. For example: Target 1 Click Sale Promotional directory, the actual is in our website has a picture link, the target address is Sale directory, if a visitor through the search engine point open our home page, and then click on this picture link, and then opened the sale directory of the home page, Google Analytics will record the visitor's click action and give us feedback so that we know how many people are interested in the image (perhaps a promotional event), and we'll talk about that later in the article.

Part II: Referral website

The reason why there will be referral site visitors, is because we have left a link in the other side, such as we set up a link in the Baidu space, in the Paidai forum set up a signature link, in the Ecwin have links, in the Douban group has a website recommendation, in other people's blog Leave a link, etc. Perhaps at some point a Web site brought a lot of visitors, and you have not been to the site, and did not cooperate with that site, then follow the chain to take a look at it, is not

That site in the free recommendation of your site, or have an article written to your site and attach a link, if so, that will congratulate you, your site did a good job, someone in the free to recommend you!

Part Three: Search engine

Generally speaking, most of the traffic is from the search engine.

We now analyze this small site, it's 74% of visitors are the search engine to bring, which 70% is the credit of Baidu, 30% is the credit of Google, this did not do to promote the pure nature of the small site, the source ratio is quite like magnified the two major search engine market share.

Part IV: AdWords

To analyze this generated data, need to have two conditions, one: to launch AdWords ads; two: To integrate AdWords and analytics.

We this site, because the need for learning, both conditions are available, so we through the analysis tool can see how many people through our AdWords ads to visit the site, which keywords bring more people. Here is a special reminder: Look at the contents of the red border, through the data analysis, we can find the most visitors to the keyword, which has 24 clicks generated in the ads on the left 1th, 9 is the left 2nd, 10 is the left 3rd, and only 1 are located in the right 1th bit. (why improve the quality score, the data can tell us the answer.) )

Let's take a look at the last picture in this article, although the data is not very detailed, but it can bring some inspiration:

This graph is the transformation data of four visitor sources in the preset 1th target set, briefly summarize goals 1, 2, 3, Goal 1 and Target 3, the position of target 1 is better than Target 3, target 1 is picture link, and Goal 3 is text link; Target 2 is different from goals 1 and 3, and visitors are required to make more movements. In spite of this, the conversion of Goal 2 in the direct source is still relatively high compared to 1 and 3, indicating that the direct visitors have more knowledge and trust of the website, and the purpose of visiting the website is more clear.

More data, more practice, you can analyze more things, this article wrong place please be sure to help correct me.