Web Analytics Advanced subdivision of the third vein of the six-vein Excalibur

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--Entry page subdivision

The entry page of the site (called "target page" in Google Analytics, "entry page" in the analysis) is very important to the visitor's first impression. If the first impression is not good, even if the content of the site to enrich the visitors may not hesitate to jump out of the site.

Therefore, according to the entry page of the site's visitors to classify, master into the number of high pages and tracking the bounce rate of these pages, the optimization of the site will have a great help. If there are entry pages that are high in number and high in bounce rates, you must immediately look for reasons to jump out and optimize them.

The types of jumps that visitors usually take on the entry page are as follows:

Found content not in conformity with intent <=> advertising and landing page content does not match

Find content but don't know how to act <=> website usability is problematic

Satisfied with the intention to leave the <=> did not try to figure out more user needs

The reasons for these jumps are as follows:

To ensure that the landing page Firstview content and advertising content to echo

Improve the landing page navigation design, the button, links and other clear

Consider the potential needs of users and add some smart recommendations appropriately

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Basic principles for dividing entry pages

The basic principle of the Entry page division and the "basic principle of search keyword partitioning" is to first understand the status of entering the top 10 entry page.

Typically, most Web sites are ranked in the top 10 entry pages into a total of about 50% of the site's overall entry number. If you can at least guarantee the quality of these entry pages, the overall effect of improving the site will be very helpful.

The following figure is a furniture marketing site "Top 10 entrance page" for the total number of entry ratio (you can view this data in Google Analytics "content" –> "target page" report, the data display type select "Percentage").

"Top 10 entrance pages" as a proportion of total entry

The "Top 10 entrance pages" accounted for nearly 60% of the total number of entries (100%-42.22%=57.78%).

The following table is the individual metric values for the top 10 entry pages.

Top 10 Entry Page Metric value

From the above table in the analysis of the data can be found in the page "Chair Daquan" jumped the highest, although it entered the number ranked 6th, but more than 75% of the jump rate is definitely a problem can not be ignored. So we need to optimize the entry page as soon as possible.

Again, the most important reference metric in the entry page classification is "bounce rate." So we need to pay attention to allocating resources to optimize those entry pages that are high in number, but have a high bounce rate.

The click flow of the entry page

Next, we analyze "which pages have not been jumped from the entry page." Before looking at the specific data, let's imagine "how we want our visitors to jump in the site" and then compare it to the actual data.

"Product recommendation Page" Jump situation (you can use the Web analytics tool-dimensional analysis of the "path analyses" to view this report: Select the entry page as the starting node for path analysis, analyze the forward access path that flows out of this page. )

If the above actual data and imagine the results of a relatively large difference, it is necessary to adjust the Web page structure design.

Initial access rate for entry pages

Another key indicator value for the entry page classification needs to be taken into consideration: this is the initial access rate.

Verify that the "Initial access rate" for each entry page, especially the entry page with a high initial visit rate, is based on the principle of "making it easy for first-time visitors to understand the content of the Web page," to check if there is a problem with the navigation and layout design of the Web page.

The analysis of several entry pages in the following table, for example, has a high initial access rate of "/index.php?mod=1&ac=show&id=215" in 3rd place, but the jump rate for this entry page is significantly higher than the average, and we can initially infer that it may be " First-time visitors are not easily able to understand the content of the Web page "caused by." Therefore, how to keep the first visitors more firmly is the main topic of optimization of this portal page.

Initial access rate for each entry page

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