Wang Yihui: Analyze website operation from flow source structure

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In the data comparison of the website operation analysis, the main point is to find out the difference between the data, find the problem in time, find out the reason and decide the direction and measure of the next step.

We should also recognize that the important role of data analysis is not only to find out the difference, but also to reveal changes and grasp trends.

Let's take a few charts as examples for a simple analysis.

From this picture we can see that the site January flow structure, from the direct click of nearly One-third, ladder site planning team for a number of sites to provide consulting and planning services experience tells us, if a site traffic source structure, the proportion of direct clicks has been too small, It is often stated that there are serious problems with this website, and will affect the sustained and healthy development of the site, if the flow source structure, too much from the search engine, and the direct click Volume has been hovering below 20%, we said that this site must have an urgent need to solve the problem, or positioning, or content, or is sticky, or the mechanism, and so on, if it's over 20%, 30% below, stating that although the quality is good, there are some fixed loyal users, but the viscosity or need to upgrade, and has been under 30%, the site is difficult to have a big leap, we think, direct clicks in the structure of the proportion of more than 50%, is the precursor to the site before the leap.

Of course, the above mentioned can not be used as a standard, only as a reference, each type of site has its own characteristics.

The website February flow structure shows, because the website high quality content's gradual increase, from the search engine and the direct click Quantity, the promotion website traffic all has the promotion, this is the website good operation obvious embodiment, if can at this time, speeds up the speed, the website can obtain the quick takeoff, but this speeds up, It must be based on the quality of the content.

This figure predicts a rapid development of the timing, this time, if you can zoom in, scale last month to the correct operation of the month is expected to improve rapidly.

Figure III shows that this month, the site for search engines, took a rapid increase in traffic optimization measures, the site adopted measures are to grasp the current and next phase of hot spots, do SEO optimization, through the search engine source structure ratio of large increase, you can see that the SEO effect is good, but if we pay attention to the next direct clicks, Will find that although the overall flow of the site has been greatly improved, but the number of direct clicks is not up and down, promote the site has been promoted, with the overall flow of promotion, but the SEO although the flow, but diluted the theme of the site, resulting in the loss of users trend, can also be seen from this picture.

Figure four can be seen, search engine optimization effect further highlighted, from the search engine traffic ratio of up to 80%, through the high flow of the drive, direct clicks, referral sites, have significantly improved, but the proportion is smaller, so the flow for the development of the site is obviously not high quality. Therefore, we believe that instead of pursuing this part of the flow, it is better to purify the flow of traffic, the scope of reduction, directly targeted at the target users and operational objectives to rally high-quality popularity

Figure five can be seen, hot spots have been, the keyword heat down, the site flow down, after this SEO, although the overall improvement effect, but it is not obvious, if the stage shown in Figure II, the correct operation, I believe there will be a real leap.

Ladder Web site Planning team that, if the stage shown in Figure II, began to take the right SEO strategy, to attract more target users, supplemented by a better mechanism, the user's enthusiasm to mobilize, while increasing the stickiness of the site, the site will have a significant quality improvement.

The ultimate goal of SEO strategy is to attract more target users for operational objectives, to turn visitors into users, to turn users into loyal users, to turn loyal users into customers, to turn customers into loyal customers ...

SEO is a part of the overall operation planning of the site, if the overall operation planning with the site out, will not achieve the expected effect.

One problem that deserves attention in the above picture is that if a website's stickiness is strong enough, then, the direct clicks will present the obvious upward trend, from the search engine's traffic and the direct click Quantity to maintain the stability for a long time, often indicates the user's loss, this needs to analyze the concrete loss reason and takes the corresponding improvement.

Oh, finally, found a free statistical system of value-added points, if the statistical system can be disclosed to us that part of the loss of the whereabouts of users, where, where to stay the most time, and finally where to stay, and even where the order. This is very valuable for a website.

We can also solicit members ' opinions, grievances, criticisms, etc. on the website to help us improve, but this collection is certainly not all, because, since the user can be outspoken comments, that this part of the user is already loyal users, and those who do not leave any comments on the disappearance of Visitors, They use their mouse to directly click on the x in the upper right corner as a vote on your site.

Note: Ladder network (Tntbbs) is now renamed Le Business worry-free, Wang Yihui is currently the head of 5173.com operations Optimization Department

The author: Wang Yihui June 20, 2008 starting in Le Business and happy friends share

Starting: 6351 E-commerce Forum (http://www.6351.com)

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