Web analytics What kind of tools do I need? (1)

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Objective】

Tools are essential elements of web analytics. But how to choose a desirable tool is not so easy. Frankly speaking, I'm not the best person to advise on the choice of tools, after all, the tools I've used and what I've learned are limited. and the Web site analysis tools are too many, I would say this topic, will be biased. But my friends ' constant expectations of me have made me nervous about this topic.

Yes, there are too many web analytics tools, and I can't help you choose all the tools, so the tools in this article are mainstream web analytics tools, and some specific or specialized tools that I might mention, but not focus on. The tool we refer to here is a complete and sophisticated web analytics solution, not just a software.

If you have any questions and want to share, please leave a message in the message area. Thank you!

Thanks】

　　

Dear friends, I do not know whether you are waiting for my new article, also do not know whether there are more questions, but I know, I promised a lot of friends of all kinds of needs, but stood up for too long. Let me take it slowly. 2010 has passed, and there have been many unforgettable experiences this year. Thank you very much, Qunar, for your attention, support and inspiration. At the same time, please help her solve a problem I can not be very good to answer, Mr. Jiang Wentao (most reliable friend, thank you for your valuable experience, find time to drink (and juice)), the Sino-Sea interactive Ai Song ( In my time of need, you always give a great offer of strength, thank you!, Angela (thank you for your arrangement, so that I can have a happy share), Seo Shian (South Qi) and Robin Shaowei, avatar a hit butcher, Mr. Gongxin, Daniel Mars, Baidu's Sky, frost& Mr. Sullivan's Wang Yuquan, Miss Luffy of the Innovation workshop (you're really fast now!), Admaster Vincent and Tenly (your talent I never questioned, now your chance to explode!), Cellbikes Peter (see You after the Spring Festival in Australia!) , IBM friend Frank (Wish you find a better job soon), Intel customer Kay (when to learn about StarCraft), China's small Cai, Lenovo customers Zonghui and Chenghao, L ' Oréal, the Elin of the OMG American (you promised my request Oh, I hope to see you in Chicago), Good brother Dayu, excellent meter dot, small AI statistics Wukai and thousand Birds, two David (David Chen and David Wu) ... And my excellent colleagues in the field of web Analytics (Vyse, Lillian, Karen, Michael, Darryl, John, Louis, Suraj, Oliver, Kobe, Ling, Ann ...) And all the friends who give me all kinds of help (sorry I can't mention all your names, it's really hard to remember a year, but thank you very much!). Of course, the most to thank is the reader friends, your support so that my blog can come to the present. 2010 was not an easy year for me, I was in constant change, I struggled with depression, lost some pride in my life, and struggled to find some answers to my life, and traveled a lot. But finally I firmly believe that I can make myself more and more happy, and extremely full, this year I did not even have a minute to squander my life, so at the end can smile. It feels really good. There were many hopes and goals in 2011, and continued to work hard to continue.

I promised to participate in the case analysis of the Friends of the articles and documents have not been issued before the Spring Festival will be ready to send. 2011 of the mountain to come back to talk about a website analysis tool, there is a QQ group called Choughi in Shopex work friend very persistent asked me a lot of questions about this, I believe your question represents a lot of friends of the doubt. Now let me answer it slowly.

A friend has reflected my article too long. I decided to start with the new Year and all the articles were shorter. The long text is broken into a shorter article, divided into more issues. Everyone looked not so tired, I can also be careful to write. :)

Start with requirements

Yes, there are too many web analytics tools, what kind of tools should I use?

If you ask me this, I'll be speechless, because the tools you use depend on what you need. The requirements for web analytics are often very fragmented, and perhaps there is a particular need that you care about, and just as a certain web analytics tool can do that, you should choose this tool. If you want me to pick the tools for you (frankly I'm not too happy to do it), then you should talk about your needs, talk about your site, and not directly ask me: Which tool do you think is good?

The world's tools, can be done, and have a certain user base, will not be "bad" tool, if it does not work, 80% is not itself good enough, but the beginning of its positioning to the wrong.

Do not know your own needs, do not ask the tool good or bad.

Requirements and tools

Now the question may be, if I understand my needs, how do I choose the Web Analytics tool? Don't worry, let me take it slow. Because of the complexity of the requirements, I will help you to comb through several common web sites and their needs, and then look at the corresponding web analytics tools.

Type one: Small ecommerce website

I think that from the perspective of web analytics, the definition of small e-commerce sites should not be based on the size of the turnover, but should be based on the number of commodity categories. Comparatively speaking, the more the category, the more complex the website analysis is. Super 50 categories of e-commerce sites, should be counted as small e-commerce sites.

　　

However, if a small ecommerce website asks me, what web analytics tool should I use? I would still say that there should be no difference between the tools used for large e-commerce sites, that is, if possible, a commercially paid web analytics tool.

E-commerce website emphasizes several key needs: transformation path analysis, marketing effect analysis (which also includes familiar routing analysis), key page analysis, commodity category analysis, cross-selling analysis and customer segmentation. In the test phase, A/b test is emphasized. These are not free tools that can be done.

However, you will say, after all, my site is still small, we can get started slowly. I agree, if there is no web analytics experience, small e-commerce sites using basic free analysis tools to start in fact may also. The basic logic of web analytics is to take off the most drooping fruit first. If you want to pick those easily picked fruit, not necessarily very cow x site analysis tools. The most drooping fruits are those that are most obvious, such as bad landing page, poor end-to-end conversion (for the time being, no process), sales and access to a disproportionate amount of merchandise, and so on. I think some of them don't even need web analytics tools to make it. Another basic logic of web analytics is to never trees trees. Start at the end, starting with the big picture--these tools that don't need to be too bull X, and then subdivided into details--that requires more bull tools.

Small E-commerce Web site analysis tools to select the first to ask yourself a few questions.

Do I know nothing about web analytics? If it is, and you do not have time to learn, then do not choose the free tool, find the person to do, find tools supplier of service personnel to explain to you.

Do I have a website analyst? If so, and he is familiar with business tools, try commercial tools. Otherwise, if you want to use commercial tools, be sure to find a force advisor-let him help you analyze a running case, and then tell you how he used the tool to complete the analysis. This is the quickest way to learn web analytics.

Do I have a clear understanding of the current problem of Web site and network marketing? If you don't have this knowledge, use a good free tool to find the website problem. No doubt, I recommend Google Analytics.

Can data that is not available from the Free Analysis tool be available in other ways? For example, the sales volume and amount of goods, such as adding to the shopping cart finally did not complete the number of sales. This data is really hard to get with web analytics tools like Google Analytics, but after all, the site is yours, and if you can get the data, it actually extends the effect of Google Analytics.

Whether there is such a state?—— I already know that there are problems, for example, I know there must be a problem with the form page that fills in the shopping information, but I don't know where the specific problem is. At this point, you may need a deeper analysis (segmentation), in which case the free tools may not work, you should use the paid business tools, and tell them exactly where your problem is, and ask them to provide technical solutions to solve the identified problem.

my feeling is that small e-commerce sites don't try to eat a big fat one mouthful. Mastering the stage and rhythm is very important. When you don't know anything, get started with free tools, learn about the basics of web analytics, and understand the definition and classification of traffic; then, use the free tools to identify some obvious problems with the site, define some key indicators related to performance, and then start to find more and more problems, and to the need for deep excavation to find the truth, in order to solve these problems more carefully, then pay tools. If you feel that the free tool is finding the problem is already clear, or that the problem has been found beyond the current resources to solve the possibility, then temporarily use the free tool.

I recommend a small E-commerce Web site Analytics tool has two (in the strict sense of three): Google Analytics (web analytics to get started with the choice, free tools) and Adobe Sitecatalyst+discover ( E-commerce web analytics solutions are more comprehensive and flexible, paid tools. I'm afraid I have prejudices, other tools if everyone feels good, please ask.

About the E-commerce site of the key analysis of the needs of the various tools can be met, the degree of satisfaction, I will be in the back of the large-scale E-commerce site analysis of the tools for everyone.

Well, the first episode is written here, and the analysis requirements and corresponding tools of the various websites will be continued later. It also explores resource allocation and price structures related to tools, as well as some misconceptions about selection tools. This article is going to have at least 4, 5 episodes!

Original address: http://www.chinawebanalytics.cn/how-to-choose-web-analytics-tools-1/