Web Analytics Advanced subdivision of the four veins of the six-vein Excalibur

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--Breakdown of new and old visitors

The breakdown of new and old visitors should be the most commonly used analysis method in website analysis. New visitors and old visitors before visiting the site, the site's cognitive level and the purpose of the visit, so the two different groups of visitors in the site of the behavior and the degree of completion of the conversion will be very different.

For example: An E-commerce site, many new visitors may browse the "Membership Application Page" or "Express fee page", and the old visitors do not need to look at such pages, they may be more concerned about the "Purchase record page" and "Logistics information page" and so on. It can be seen that the new visitors to the site mainly to explore the needs of the main, while the old visitors are clearly aware of what the site wants.

How do you make sure that your site is targeted to these two different groups, and does it provide a corresponding content and convenience function? The best way is to divide the two groups clearly, and compare the differences between the content of the Web page and the transformation behavior, and put forward the corresponding optimization scheme respectively.

(a) True and false "new visitors"

Web analytics tools usually use cookies to identify whether visitors have visited the site before: After a visitor arrives at the website, the website analysis tool cannot find the history cookie record, then judge this person is the first time arrives the website, is a "new visitor"; Now have desktops, notebooks, tablets, smartphones and so on a variety of internet equipment, and so on, presumably the following scenes are often experienced:

(daytime): Lunch break at work, the company's computer on the Internet to see a tablet computer promotional ads, click on ads into the www.pad.com, because you have never been to this site before, so you are considered a new visitor.

(evening): After dinner, remember to read the ad at noon, open your laptop directly search the PAD model re-enter www.pad.com, although it is the second visit to the site, but because you never use your laptop on this site, so this is you are still considered a new visitor.

Like the above scene, the site has already been remembered for visitors are generally directly input URL or search brand words again into, how to distinguish this part of the real old visitors? You can try adding the following filter conditions to the Advanced subdivision:

(1) Direct access to the website

(2) Enter the website by searching the brand Word

(3) through some member marketing activities to enter the site

Because usually the real new visitors that we want to subdivide are the brands or websites that have never been in touch with you before, so it's helpful to find the key problem of optimizing the website or marketing channel from this part of the behavioral data.

Here are two simple Google Analytics Advanced subdivision configuration examples that you only need to save into your Google Analytics account and modify the corresponding branding keywords and marketing campaign names.

Real new visitors:

Https://www.google.com/analytics/web/template?uid=JCn-ZN0sQ26Elwvjp5ZXeA

Real-return Visitors:

Https://www.google.com/analytics/web/template?uid=GphWMggZRpSNqL3m6BnxTQ

(ii) Overall traffic breakdown of new and old visitors

Create a monthly new and old visitor breakdown customization report in Google Analytics:

(1) Select dimension "Month" + "visitor type" and basic Analysis indicator Group

(2) View the new and old visitors Breakdown report analysis indicators

(3) Select "Percent" in the report display type to view new and old visitors accounted for

(iii) Breakdown of Access sources for new and old visitors

(1) The change trend of the source of access and the overall proportion difference

Dashboard Access Source Breakdown report-New visitors section:

Dashboard Access Source Subdivision report-old visitor Section

(2) Access to the source URL of the new and old visitors subdivision

In Google Analytics select "Traffic Source" –> "source" –> "referral" report.

Initial access rate (percentage of new hits) in Top 5 access source

№ access to the source

Average number of people reading

Average number of visits stopped

Stay for the first time

Rate of conversion of access rate

1baidu.com38150:02:2083.7%52.0%1.6%

2news.mediax.com21630:00:4383.3%91.7%0.0%

3baike.baidu.cn51760:02:5980.5%49.3%0.6%

4soso.com40350:02:3879.7%56.1%1.0%

5sogou.com24370:03:4072.0%47.3%0.4%

From the source analysis above, it can be seen that the first access rate ranked in the top 5 most of the access to the site to buy the keyword ads, visible ads in attracting potential customers is indeed very effective, but blind to buy ads is not a good thing. For example, the first visit rate ranked 2nd of the access source (news.mediaX.com) jump rate of up to 91%, it can be said that in this case spent on the media site advertising costs almost all water drift. So when it comes to buying ads, it's best to spend more on the source pages with relatively low bounce rates.

The above site data analysis report can be found at the same time from the Baidu encyclopedia flow rate is significantly lower, the conversion rate is relatively good, this part of the free flow of the quality is not inferior to other pay channels. The example here is not representative, just to remind you not to ignore some unexpected quality channels.

(d) The golden ratio of new and old visitors

When talking about web analytics, people often ask, "How much is the gold ratio of new and old visitors?", if someone can give a "few more than a few" such a clear answer is understandable, but in fact "according to the type of site or the current site business objectives, the proportion of the gold should also be different."

Of course, we all hope that the new visitors will complete the transformation immediately after their first visit to the website (registered members, application materials, purchase goods, etc.). In this way, we just have to focus on attracting more new visitors. There is a gap between the ideal and the reality, after all, this situation is very small: most visitors are still more sensible, they usually visit the site many times before deciding to act. Therefore, while attracting new visitors, do not forget to take the necessary measures to increase the number of visits.

Well, the breakdown of the new and old visitors is discussed here, is there any doubt or better idea? Welcome to join our website Analysis QQ Group (Group No.: 229656963) in the advice, discussion.

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