Website Analysis hacks entry, exit and jump out report (II.)

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This article extracts from the website Analysis master Eric T.peterson "web site measurement Hacks"

–hack#58 "Use the Entry, Exit, and Single-access Page"

Jump out of the page

The pop-up page is a combination of entering and exiting the page, and the user has no access to any other pages on the site. A page that can be called a pop-up page means that a user accesses a page and then exits. This page is both an entry page and an exit page. Web analytics tools, such as dimensional analysis, provide statistics on this page and provide a pop-up report.

Figure 4-5. Analysis of the related reports of the page jump

There is a real problem: You do all you can to attract users to visit your site, but they visit a page and then leave. No matter what the site is the business model, for the site operators to visit the site only one page is difficult to imagine a scene. Therefore, in calculating the exit rate, you should pay attention to the percentage of the jump out of the page.

You can improve your pop-up page as you would a page with high exit rates. You should try to get users to jump from a page that has a high bounce rate to another page. We are not going to eliminate the jump page, that is not our goal, but to try to let more users more in-depth browsing the site, so there are more opportunities for these users to achieve transformation.

Unfortunately, many of the pop-up pages are accessed from search engines, marketing campaigns, Pay-per-click Ads (PPC). Think about the money you put into your marketing campaign to quit immediately after one click. This is why it is important to measure the ROI of marketing activities by transforming rather than clicking.

It is now easy to see that these three indicators are interrelated, and it is more meaningful to understand them together than to understand them alone. Depending on the site's own situation and the overall goal of the site, there are many ways to use this information to improve your site.

Comprehensive use of these three reports

Each report has its significance, and for each page there are two very important "ratios" that can be useful KPIs (key performance indicators: Keys configured indicator).

Page "adhesion"

When users visit your site, try to get them to quit on more than one page, which is important for your marketing campaign. When you look at the report that goes into the page, it's also valuable to look at the report that jumps out of the page. Page "Glue" is a useful way to detect whether a page is contributing to a marketing campaign, and you can use the following methods to calculate the "adhesion" of each page:

1.00 * (number of times to get out of the page/access to the page)

For example, you can first determine the first page as the number of visits to the pages and the first page as the number of visits to jump out of the pages, and then use the formula above can calculate Informer page "adhesion."

Needless to say, the higher the page "bonding degree", the more valuable the page. Landing pages with any "adhesive" below 40% should be examined more thoroughly for their usability and performance problems.

The ratio of page entry to exit

The ratio of page entry to exit is sufficient to illustrate the popularity and value of this page. The result is a ratio between 0 and a large number, depending on the actual page. In general, the smaller the number, the less popular the page is (for example, the number of times a user leaves the site from this page is more than the number of times it gets to the site). Conversely, the larger the number, the higher the popularity of the page.

Of course, the results of this calculation according to the actual situation of the page, to think about "what the meaning of the page, in the end want to access the page users do?" If you are looking at the "Thank You" page for the "Shopping cart" shopping success, the smaller the results are, the more reasonable (most people will quit the site after the purchase, No one is going to go through the page to the site. On the contrary, the bigger the home page, the better, although for all the most commonly used landing pages, you may rarely see unusually large numbers.

Although only a few web analytics tools provide a page's "adhesion" and "page entry and exit ratios," These metrics are also important for your site to ignore. So you should make two metrics as KPIs for your site and monitor them regularly.

-Jason Burby and Eric T. Peterson

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

Original: Http://blog.digitalforest.cn/entry-exit-bounce2

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Website Analysis hacks entry, exit and Jump Report (ON)