Web analytics What kind of tools do I need? (2)

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Objective】

Tools are essential elements of web analytics. But how to choose a desirable tool is not so easy. How to choose the right tools according to the needs of different websites? This is a problem that many friends are concerned about. In the first installment of this topic, we discussed the choice of small ecommerce sites for tools, and in the second, we look at how midsize and large E-commerce sites choose web Analytics tools.

Requirements and Tools (cont. 1)

Type two: Large and medium-sized e-commerce sites

　　

I think, large and medium-sized e-commerce Web site Analysis requirements are divided into two categories. One is: No, no, no, it's funny. I just saw Tenly's speech to my old man, and I immediately associate it with the classification.

Non-electronic E-commerce sites either do not need to analyze the site, or do not need additional tools to do site analysis. I often hear: "What is web Analytics?" What I need most is traffic flow! Indeed, the sites themselves have log file for analysis, but overall, the analysis of the site is not urgent for these sites. Even though the site is not perfect, it has been running like this for many years and doesn't see how bad it behaves. and modify the site will affect my SEO effect, the executive Department of People will not happy increase the workload and a number of measures to measure their rules.

It is difficult for me to comment on this idea, after all, e-commerce in China is still in an era of extensive competition. E-commerce is a small profit or even negative benefits, but it does not matter, I have the scale is good, there is the scale of investment, there is investment can continue to expand the scale, which makes e-commerce in China to play the law does not need to be so intensive, Rob Resources is the hard truth. In addition to E-commerce sites, group buying sites show this feature more strongly. I do not dare to laugh at this practice, what kind of business environment, what kind of business rules, what kind of business rules will produce what kind of business strategy, in China this piece of magical land, don't do it seems abnormal.

But I believe that at some point it will change quickly.

Another genre is all I want to class, is to hope that web analytics can solve all the site optimization problems. This hope is not very specific, but can convey a clear I want to optimize the site's desire. This idea can not be said wrong, but the website analysis is not omnipotent oil, do not solve all the problems of the site. Site analysis of the foothold is user behavior, if the site does not have any users, and users are not active, then the site can be used to analyze the field of the site is not much. Similarly, if you want to site SEO rankings can rely on site analysis and get a rapid upgrade, which is not used on the tool.

Well, there's not much to gossip about. For large and medium-sized e-commerce sites, the site analysis of the real areas of ability to display the following:

　　

Locate the problem of website structure and page in the process of shopping transformation, provide the possible optimization plan, and test and fixed the optimization plan.

Flow positioning, subdivision and analysis, provide a breakdown based on the flow effect comparison.

In addition to analyzing traffic effects directly from End-to-end ROI (ROI), you can also provide indicators (i.e., traffic participation in various behaviors and degrees of the site), or in other words, not only to see the input and output of traffic, can also see the flow of input and output between the site on the drip-drop process. Can see the process, can have the opportunity to optimize.

Product Category analysis: Which categories have a good transformation, which did not, what may be the reason.

Commodity analysis: Which goods have a good transformation, what needs to be added (consumers have demand but do not provide goods).

Visitor analysis: Subdivide visitors, for example, by how many visits to the site are subdivided into new visitors, repeat visitors, and loyal visitors, or subdivide according to the customer's purchase (e.g., new customers, repeat guests and loyal customers); Or subdivide the visitors according to the geographical subdivision and other rules, and subdivide the different behaviors and transformation patterns they exhibit.

These requirements listed above are usually a large and medium-sized E-commerce site analysis of the site must do, in the previous two articles, from a more general point of view of the more systematic analysis of E-commerce website needs: E-commerce site analysis to pay attention to what (on), E-commerce Web site analysis to pay attention to what ( )。 Suggest you can refer to.

As you can see, the above analysis and optimization of the content, relying solely on the free web analytics tools have been reluctant. In the article, friends mentioned Cnzz and other tools, in the flow of monitoring, there is no problem, but to the integration of business with the subdivision level, can not provide a solution. After all, the free flow tool, can not ask too much. So, have a friend message said good "website analysis notice not only flow analysis", it is true. This is the difference in demand, if just look at the flow of change, do not do more in-depth analysis, then CNZZ and 51la is enough, with more complex tools is wasted. But do website analysis, especially do large and medium-sized e-commerce site analysis, good tools are very important.

What kind of web analytics tools are needed for large and medium-sized e-commerce sites?

As I said before, there are no good or bad tools to meet the needs. Large and medium-sized e-commerce sites to choose the Site Analysis tool, you need to ask the tool provider the following functional requirements:

Flow location and monitoring

This function Omniture sitecatalyst the earliest implementation, that is, through the Saint classification method, can realize the flow source of infinite markup. This method was later simplified by Google Analytics as the UTM of the external chain, the flow of the subdivision of the property is limited to not more than 6, but also enough. About this function, we refer to this article: with Google Analytics link tag in-depth understanding of traffic source (advertising) quality.

This feature is very powerful for subdividing traffic sources.

Full path and custom path

In Google Analytics can not be mentioned, Google Analytics in fact, there is no full path analysis and post-custom path analysis, only the predefined path and transformation analysis, relatively for the path and transformation analysis is very complex large and medium-sized e-commerce sites, it is very difficult to force. Omniture Sitecatalyst is strong in this place, and path analysis is its ace. Other commercial tools should also be good in this piece.

Flexible subdivision capability

Flexible segmentation means that predefined subdivisions and custom subdivisions are powerful. Google Analytics's predefined subdivision is the best of the tools I've ever seen, not one of them. Customization, Omniture Sitecatalyst can implement unrestricted custom segmentation, but it needs to be done before the tools are implemented, and then defined when the tool is deployed. If you miss the place you want to subdivide, you can upgrade the tool at any time in the future. So, I often tell friends, omniture tools are not customized directly with the absolute waste. While up-front customization requires strategic thinking and implementation, the future of this tool is dedicated to your business and is worth it.

However, the tools that are currently capable of implementing all analysis requirements through the default predefined functionality do not exist. I think that because of the uniqueness of each business, such tools may never exist, unless-a tool that listens to and interprets all the variables on a Web page and records all of the startup and data changes and separates them logically (awkward enough, complicated enough, I think the tools are hard to come out).

Integration with Business dynamics

This is more difficult, but business tools should be done, otherwise you have reason not to choose it. The so-called combination of business dynamics means that Web analytics tools are not only monitoring data from the point of view of traffic (flow process monitoring), but also providing data monitoring (business process monitoring) from the perspective of the flow of traffic generated during the flow of the site. More abstract, for instance. For example, when you buy goods in Jingdong Mall, your visit to each page is recorded by the site analysis, this is the flow of traffic process, is the page as the carrier. If you have finished buying a product, this flow can also be recorded as: "View the product Information"-> "add to the shopping cart"-> "fill in the receipt information"-> "Confirm purchase"-> "pay"-> "pay success", this is a dynamic business process ( As shown in the following figure). Commercial tools describe this process not only from the traffic angle, but also from the business perspective. The difference between the flow process and the business process is that the flow process is based on the page as the carrier, because the different product page URL or the name of the page, so the flow process to describe the whole business process is too complex. and directly define the business process, it is very convenient to achieve business flow analysis. Free tools are flow process monitoring, and some of the paid commercial tools have business process monitoring. This is why Omniture sitecatalyst to distinguish between traffic props and conversion evars+successful events because the former is a traffic process and the latter describes the business process. Friends who have not used omniture need not delve into it.

　　

Commodity marking, subdivision and transformation tracking

The properties of the product itself are very complex, name, type, SKU, price, inventory status ..., some e-commerce sites of the commodity properties of up to 30 kinds. Free tools are too difficult to keep track of these things. Can not better record, also can not better subdivision. In addition, the transformation and tracking of commodities is a business process, not just a flow process.

Customer Segmentation

　　

Free tools typically provide only the breakdown of new and old visitors, commercial tools from the business process point of view, the visitor's customers (who have already purchased the product) extracted, and according to new customers (only enough to buy a product), repeat customers (buy two) and loyal customers (three times or more purchase times) Separate. In addition, for some of the visitor's other attributes, such as whether to register customers, silver cards, gold cards, diamond card customers, as well as customer registration or purchase of personal attributes, the use of this web analytics tool should be increased by monitoring variables to achieve monitoring. Domestic seems to have very little through the Web analytics tools to do so meticulous customer perspective of the site analysis, but with the Web site analysis tools, customer segmentation in accordance with the flow process and business processes combined analysis of customer analysis and mining absolute power. Other segmentation of customers such as geographical subdivision, browser version, operating system version, JavaScript support, and so on, these basic is needless to say.

These are some of the features that are required to service web analytics tools for large and medium-sized e-commerce sites.

In addition, even if some tools can achieve the above function, you should also pay attention to some other (may make your future egg pain) place.

Be careful to avoid the future where your eggs will hurt.

Because business tools are required to take care of an orchestration, it is either highly customizable or provides tailored solutions for a particular area (such as the little AI statistics we mentioned earlier). The latter we do not see more, not for large and medium-sized E-commerce site solutions. For the former, the ability to customize can be a double-edged sword.

It is no exaggeration to say that good customization takes painstaking effort. On the one hand, the business and process of their own website to know very well. On the other hand, the results of their own web site, url structure, SEO structure to be very clear understanding. On the other hand, there is a very clear understanding of their own monitoring expectations. Three are indispensable.

If you don't want to take this effort and let outsiders do the work, you will end up using a powerful tool that is neither fish nor fowl. These cups are actually common.

I think, the choice of website analysis tool, function is only one aspect. Powerful and the analysis team is not or very weak, the more powerful the tool, the worse it may be, and the happier the free tools are. I had the experience of using my Pentax SLR camera to get a pretty good picture, but to a girl, things were not as good as the cards in her hand. This is not a discrimination against girls, it is a powerful tool that requires a strong ability to match the so-called good horse with a good saddle.

It's too late to pull it away. If you don't pay attention at first, the next place that will make your egg ache includes:

The definition of a page is too arbitrary, such as forgetting to make a uniform identification of all pages of a category, or forgetting to attach a business process to the page process.

Incomplete definition of requirements--need to provide some important segmentation data needs of the tool to forget to submit, the analysis behind will certainly discount.

The initial implementation of the pursuit of monitoring all-inclusive, resulting in difficulties in implementation. The future of the data reported too much, greatly increase the difficulty of analysis. This and the above point shows that it is necessary to master the initial requirements and the degree of subdivision.

Traffic signs and commodity labels do not seriously, the results of the final analysis had to start over, or did not get the data.

Once the use of commercial tools, if you are afraid of the future uncomfortable, you can talk to me first, I have a lot of people here have been very depressing experience, but if you notice the failure of others, they can at least take a little detour.

Even if the use of Google Analytics such tools, if the beginning did not do a good job, the future will inevitably hurt the egg. Look at these two articles, may be able to help you: Vigilant Web site analysis and monitoring of the implementation of the trap (above);

Service

Analysis of large and medium e-commerce Web site if you use a pay tool, you must be paying special attention to service. Because these tools are not easy to use. I suggest that the tool makers purchase or request three types of services first.

First Category: Use Help. There is no need for a person to be present, but there must be official help when there is uncertainty.

The second category: Let the official people help to do an analysis, and the analysis of the results of the use of specific tools, methods to reproduce. This is a very quick way to master tools.

The third category: a complete knowledge base. Most of the night when it is not possible, but also to see the article to explore their own.

Don't choose any tool without any service.

This article concludes

Because the large and medium-sized E-commerce site is too complex, so this article at once again said more. Some friends may find it difficult to understand, please leave a message for me to ask. Large and medium-sized E-commerce site Selection Web site analysis tools to pay attention to several points: 1 customization capacity, 2 conversion and path capability, 3 business process monitoring; 4 Service ability. As for the success of this tool, I don't think it's even important. Many tool cases are unsuccessful, not tools at all, and customers are responsible, after all, the case for applying these tools in China's business environment is far from successful-too new.

Finally, good luck to all of you. If you have any questions for me, please contact me if you start to use a commercial tool. The new week begins, and I wish you a Happy new week.

Original link: http://www.chinawebanalytics.cn/how-to-choose-web-analytics-tools-2/

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