Web site navigation analysis Don't let me get lost (next article)

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Continue on a serial (website navigation analysis Don't let me get Lost (above)), this article for you to introduce, how to analyze, how to optimize can prevent visitors in the site to exit the site when browsing, efficient to achieve transformation.

4 Confirmation points for "inbound navigation"

In the last article we discussed how to find and optimize the "in-station navigation" bottleneck points one and point two, this article describes points three and four of the content.

First, let's review the 4 elements:

One, which pages prompted users to quit the site

Second, the user in the site whether there is "lost" situation

Third, which pages related to the transformation of the website

Not only focus on the successful navigation route, but also focus on the failure of the route

When the inbound navigation becomes the bottleneck to complete the transformation:

This article explains points three and four; about points one and two you can view the previous article.

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Iii. Transforming related pages

Have you heard the word "Convert related page"? The so-called transformation related page refers to the page that the user saw before they reached the transformation or reached the transformation process. We will focus on these pages for analysis and optimization, will be more conducive to achieving transformation.

So, how to analyze and optimize these transformation related pages?

3 steps to analyze and transform related pages

Ⅰ Lock Conversion Related page

Ⅱ Optimization Transformation related pages

Ⅲ increase the flow of related pages

Ⅰ Lock Conversion Related page

In order to lock the transformation related pages, we should analyze the transformation page or the conversion process of the first page of the source pages. If we use web analytics tools that can reverse the behavior of visitors in the site, it's easy to lock down the transformation pages. The following example in the analysis of the "Path Analysis (tree)" in the selection of analytical nodes for the transformation of the target page (dimensional analysis of the official website of the Trial application completed page), and to reach the target page of the path of "reverse analysis", you can clearly lock the transformation of the relevant pages are what

Ⅱ Optimization Transformation related pages

When we lock the transformation related screen, in order to make users more easily jump to the conversion page or conversion process, we need to optimize the conversion of the relevant page availability, change the location of the link. The page-by-click Diagram works well for this optimization. Through the page click on the map we can grasp the location of the page where the links are more easily clicked by visitors, which helps us to layout the page.

Ⅲ increase the flow of related pages

Next we need to take steps to increase the flow of the relevant pages. There are two ways to increase the number of pages involved in the conversion. One is to design the route (link) of the page on the page with a high number of pages browsing, and the other is to set up a route (link) for the page to be transformed when the user wants to get the relevant page information. For the second case, we need to study and set the role of each target user, targeted to set up.

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Not only focus on the successful navigation route, but also focus on the failure of the route

I think that when we first made the site, a lot of people had designed a route that was expected. Then, after the website is online, we use the Web Analytics tool to master whether the user has followed the original design route.

At this point, not only are we looking at the users who are browsing the way they intended, but we are also focusing on browsing beyond the desired route (other routes). What can be done to get these users into the desired route? What are the routes that make it easier for users to achieve transformation? It is important to analyze and optimize with such an opinion. This analysis and optimization of the failed route, in particular, can be transformed into a successful route that ultimately helps to increase the number of conversions.

The ability to navigate beyond the desired route depends on the Web analytics tool you use. If you use a Web analytics tool that requires specific settings before you can navigate the route, it is difficult to grasp the path of the user in the failed route. In this case I suggest that you communicate with the Web analytics tool provider.

This article and the previous series on the "in-station navigation" process bottlenecks in the solution is described. I hope you can be flexible to optimize their own website transformation above.

(Copyright GUI Lin website Analysis blog All, welcome to reprint, but reprint please specify the source.) )