Web analytics: Find and improve those bad entry pages

The quickest way to quickly improve the site's conversion rate is to find the bad entry pages, check them, and improve them. Let's discuss the problem in detail below.

The first step, we need

Now we use Google http://www.aliyun.com/zixun/aggregation/16353.html ">analytics" as an example, because most sites are using Google Analytics, However, this method can be used in other analytical tools.

We're looking for slow-loading pages and we need to look at Google Analytics.

1. Bounce Rate

2. Navigation Summary

3. Conversion rate

Before we discuss these three data, let's talk about how to use filtering, if you find that some similar pages have a high bounce rate, we can use the filter to see whether this kind of page bounce rate is very high, for example, you can use/product/ As a filter to see whether the product page bounce rate is very high. Use/2010/to see whether 2010 years of the article is very high bounce rate. You can also use an expression/200[0-9]/to show the bounce rate of 2000-2009 articles

Get a quick overall picture of those pages that are out of rate:

Content – Site Content – target page

Select the Fourth Contrast button, down inside Select the jump rate, you can expand the number of displayed to 500, so that you find a faster, easy to find a single obvious high bounce rate of the page, a high number of visitors that you have a great opportunity to improve. However, a high bounce rate is not always bad, If you have an article called How to change the light bulb, if the user visits this page, solves the problem which he wants to solve, then the high jump rate does not have what, if this page has the obvious product purchase button, then the high bounce rate is obviously a bad thing.

The bounce rate doesn't tell you everything, for example, when the user arrives at your page, they click into the Help unit instead of the product purchase page, or the user uses the search box instead of clicking on the article, so your bounce rate is very low, but the user doesn't do what you want.

You need to view the navigation summary report for the key page to see where the user is going next

Content-Site Content-All pages

Click on the page you want to view

Select navigation above to

Click Entrance in the previous page path and you can view all the entry pages

The emphasis is on the next path to the right, which lets you know if the user has reached the page you want to reach.

If a page ultimately does not have a good conversion rate, even if there is a very low bounce rate, for you are meaningless. You need to set up a custom report in GA to see the conversion rate of the entry page.

Select a custom report above the GA

Click New report and add a name to your report

Add the first amount of browsing to the index group, which gives you the priority to show those pages that have access to the high. Then add the conversion rate.

Dimension in-depth analysis, select the entry page and click Save.

Here you can also use the filtering function

1. Flow source and your business is related.

Through search engines and external connections to visitors, does the site give them what they want? If not, they will naturally jump out.

To view the traffic source for the specified page

Click a page in the target page report

Primary dimension Select Source to see where the traffic comes from

Or select keywords to see the flow through which keywords to

Whether there is a Web site in your product page to bring traffic, but your product is not sold, for example, your product is very high-end, but a very sensitive to the price of the forum to bring you traffic, which is obviously inappropriate.

2. Is the flow source related to your entry page?

In another case, your source of traffic is related to your business, but it may not be very relevant to the portal page.

In this case, you can:

Introduce traffic to a more relevant page.

If you don't have a more relevant page, you should go and create one,

If it is through the search word flow, replaced by other search terms

3. Does the page also show technical issues and the usability of the page?

This is a very easy problem to solve, using the Advanced subdivision in GA, you can do the following subdivision:

Browser to see if there is a compatibility issue

OS to see if there is a problem with the phone user

Resolution, flash version, Java support

area, maybe your pages are loaded very slowly in some places

You can use Adobe ' s browserlab to check the compatibility of your Web page browser. For example, if there is a problem under IE6.

As for the usability of the page, you can find some friends to test, for example, for people who are unfamiliar with online shopping, whether it is easy to buy goods on your product page, etc.

Other basic test page usability tools include the usability Hub ' s, which contains a five-second Test, asking a random visitor to check your page for 5 seconds after a few questions, which makes it easy to test the usability and structure of the page.

Crazy Egg, usertesting.com, and Feedback Army These tools can test the usability of your portal pages.

4. Do you follow basic Entry page guidelines

Although the effect of the entry page is different in various industries, but before doing anything else, some sticking technology is necessary.

Do you have a strong, attractive title? Do you have high quality multimedia (pictures, videos, etc.), users buy or contact you are clear, contrast is strong enough? Whether you express your product more than the product's function.

5. Is your page talking about the language of the potential customer?

You may have done all the work: the source of traffic, the perfect ease of use, all of which make your entry page very good. But there are still some bad user experiences. Finally, we will solve these problems.

Do you know what users are looking for on your portal page? Do they care about the price? or your product they will give priority to? How do your opponents emphasize their products?

An effective technique is to investigate your previous customers because they have purchased your product and you have their email. You need to ask them the following questions:

When you buy a product, what is your main consideration?

Have you seen other products? Why didn't you buy them?

What ultimately persuaded you to eventually buy our products?

You can use the class to do a simple survey on Google Forms or Survey Monkey.

For example, your customer is very concerned about the price, make a page very stressed that the price of your products is very cheap, the page and the previous page to test. If your customer is susceptible to referrals from friends, you can do a page with a lot of customer cases, proofs, etc.

Make the site a significant improvement right away

If the previous page is very bad, then the test now and before the page is meaningless, of course, in the GA tagging the changes in the data is necessary.

Test a new page

If the page is a minor improvement. You need to pass the test to know that your improvement is correct. You can use Balsamiq to draw a line block diagram of a new website and then show it to the customer, through the feedback of the customer. Of course there are a lot of test tools: Google Website Optimizer, and Visual Website Optimizer,

Finally, if your improvements are effective, you need to drill down into the results, find out which ones are valid, and why they are valid, and through this process, you can apply to other pages, or get more improvement options.