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

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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"

For web analytics, understanding the relevance of user access to each page is very necessary and important, then you should know where users enter from, and where to exit the site, which page is least attractive to users, such as these must understand the basic knowledge.

According to the site's goals, there are various statistical metrics and reports. However, there is little interest in entering, exiting, and jumping out of the page. Not reading carefully the digital marketing programs reported on these pages are incomplete, and they provide missing, lost, sticky information that is worthless. Luckily, no matter which web analytics tool you use, they will include these 3 reports in the standard report.

Enter page

The Entry page report shows the pages that are most commonly used to access the site. These pages are the first pages that users see when they enter the site. If you look at this report in detail, you'll be surprised to find that not all site users are entering the site from the home page. In fact, users may not be able to browse the home page during their visit to the site.

Why do users enter the site through other pages instead of the home page for the following reasons:

► Search engine results are other than the home page

► Include online Promotions for all Marketing activities landing page

► Bookmarks

► Enter URLs obtained from friends or co-workers, and viral network marketing campaigns

► Unconscious Entry

Of these reasons, only the last one (ie: unconscious access) is the concern of network marketers and should be a detailed study of the elements. Typically, "unconscious access" is due to a cached page, the loss of the Face Monitoring label (a label based solution), and the access to the site during the stay is technically cut off.

Page caching is a common problem with analyzing Web server log files without using the monitoring tags inserted in the page. When you use traditional log files, if the page is not from the server side, the page is not visible in the log file or analysis report, and if the second page is fetched from the server (not cached), you will see the second page as the entry page of the site, using your statistics tool. You can avoid this problem by using a monitoring label.

Missing page monitor tags can track user behavior depending on the monitor tag, but sometimes problems arise if the monitoring label is not inserted correctly. On most occasions, in the new page added, the required monitoring label is not inserted by default. If the user from the page that does not monitor the label to enter the site, then the user will browse the first page with a monitor tag is considered to enter the page.

Access to session expiration of all statistical tools, with a time-out function, when the user does not operate at a certain time, will terminate the session. If you leave the computer during the visit, the statistic tool will be deemed to terminate access [Hack #1] without any action within a certain period of time. When you come back and click on the link you previously opened the Web site, the statistic tool will assume that it is starting a new visit and recording it as a new entry. This explains why it is often seen that the authentication section is used as the entry page in the site where authentication is required. Although the statistical tool will be used as a new access, the site is still considered to have been logged in.

Grasp the entry of the site, to enter the most pages as the basic, the appropriate content and to the right people to provide implementation requests is very important. And, depending on where to enter the site, you can also know what you expect the action (sales, quality customer discovery, etc.) conversion rate is high or low. These can help you determine the decisive factors for your goal-promoting action.

Exit page

The Exit page is the last page visited before the user leaves the site. Like the "unconscious entry" mentioned above, the "involuntary withdrawal" is the same. It is important to know where all the users are going to visit the site and leave the page. Of course, based on your overall goal of the site, the user leaving the site may be on the appropriate page or may be on the wrong page.

You may be misled if you only look at the first few lines of information in the report that are entering and exiting the page. You should take a little time to compare the top 20 pages and exit the top 20 pages of your site's traffic. In many cases, the page with the most traffic has a high number of exits. A better approach is to create an exit rate report, a comparison of the access page and the Exit page (Figure 4-4).

You can create exit rate reports as KPIs (key performance indicators) in Excel and sort by exit rates from large to small.

Chart 4-4. Exit Rate Report

When we analyze the exit rate, it is useful for us to classify the pages, the most common categories are as follows:

Home page from the angle of exit, compared to all other pages, the homepage is a special page of the site. Generally, if the home page exit rate below 20%, it is very beneficial to the entire site, which indicates that a lot of users to further visit your site.

Note that many sites now provide personal login function, when the user clicks out, will automatically jump to the home page, which will greatly improve the home page exit rate.

Target page These pages provide the information the user is looking for.

Transition pages The only goal of these pages is to provide some options for users to find the details on their site. For example, a bank website, there is a product List page, listing all the products. It does not really provide detailed product information, but it directs users to specific product pages.

Through these introductions, we should be able to find:

Normal Exit page We want users to leave the site from these pages. It may be a shopping cart confirmation page or a form page that completes the boot target.

Non-normal Exit page These you do not want to lose the user's main target page or transition page.

When you find a very important target page with a very high exit rate, and these pages affect most visitors, you should improve these pages to reduce the exit rate. You can take intensive action to improve your site's navigation, or you can cross-reference it with other content on your site.

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