Website analysis: Mark traffic diary for your website

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Website Traffic Diary is a very useful tool for web analytics. I think whether senior senior website analyst, or just getting started with web analytics enthusiasts. Should use this tool. And should be used continuously. The website traffic Diary can let us master each time the website traffic change reason, the massive saving our time, lets us the analysis result to be more valuable, may even let us look smarter. Let's get down to business immediately.

What is the website traffic diary

Website Traffic diary, as the name implies is the record site traffic changes diary. When we were young, we wrote diaries and recorded what we did every day. Web traffic diary is the same, we use it to the site every day of traffic changes recorded. A friend may say, now any web analytics tool will automatically record the site traffic, but also need you to record it? Yes, because we need to record not the number of traffic per day of the site. It's a story that happens on the web. Below is the website traffic diary that I am using now.

Site Traffic Diary Instance

This is a simple website traffic diary, in this diary, I will flow into 7 sources, will be the time to separate diary and week, Daily Record of the story behind the traffic. Use different colors to differentiate the story. It's simple and practical. I'll step through the steps to create your own website traffic diary, as well as record the use of site traffic. And eventually incorporate the content into your web Analytics report to make your report more valuable.

How to divide traffic sources

In the previous example, I divided the site's traffic into 7 sources. It's all about the need for records and analysis. You can only divide the traffic into direct, search and recommend three parts. You can also classify any referral source or keyword as a kind of flow source, divided into more parts. There is no uniform rule, the only rule is that you pay more attention to which part of the flow, and which traffic has a greater impact on the goal of the site. Find these flows and list them on the left side of the Web traffic diary. The only thing to be aware of here is that you should be able to shed a single position for the change of the whole station, just like the site profile in the example.

Two methods of recording time

In the example, I used two methods to mark the time, the week and the day, respectively. The reason for this is that we can clearly identify the changes in the site traffic at different time trends. For example: weekends and holidays. I think this is also a lot of web sites in the time dimension of the traffic changes. Even if you do not do any marketing or promotional activities. Traffic on a specific date will continue to rise or fall automatically. Therefore, we also need to record the changes in these two kinds of time dimension separately. In the example, I use the week to record the changes in the natural week, using the date to record the traffic changes in the holidays.

Attribute classification of events

Our website Traffic journaling tool is now available. You can keep track of the stories that happen in different traffic streams every day. But a few days later, you'll find that the things you need to record are far more complex than you thought. So, now you need to categorize the events that happen every day and label the colors. In the example, I will need to record the event into 8 categories, they are 1 marketing activities, 2 site failures, 3 internal testing, 4 internal adjustment, 5 external adjustment, 6 abnormal traffic, 7 holidays, 8 weekends. Put the events that are recorded daily into different categories.

1 Marketing Activities: EDM,CPS, special events, offline advertising, etc.

2 website failure: downtime.

3 Internal testing: Brush IP tool test.

4 internal adjustment: Internal strategy adjustment, such as SEM bid, matching mode.

5 external adjustment: External flow source adjustment, such as search engine included quantity adjustment.

6 Abnormal flow: cheating flow, internal traffic, etc.

7 holidays: All kinds of statutory holidays.

8 Weekend: Week 6th.

Now that your website traffic Journaling tool has been designed, the next step is to fill in the appropriate event. So how do you get the daily changes and events on the site?

How to get events in a Web site

There are three ways to get the daily changes and events of the website, such as tool monitoring, daily planning and regular communication. These three methods can basically cover most web site changes and events. Here's how each method is used.

Using monitoring tools

Web site monitoring tools are mainly used to record downtime events, although this kind of event does not happen frequently, but each time the consequences are fatal. Therefore, we must always keep abreast of the working status of the site. There are many tools to monitor the status of a website, most of which have a free trial. For example: monitoring treasure, Webluke. This type of tool will notify you by email or SMS when the site fails and fails to recover. And all we have to do is record the site downtime in the daily site profile.

Schedule of promotional activities

The schedule of promotional activities is mainly used to record the marketing activities of the website. This is the site of a relatively frequent category of events, and each time will result in the site traffic and indicators of a large change. It is also a piece of content that we need to analyze every time. It is important to understand the changes in this part of the flow as early as possible. The best way to get a marketing event is to obtain a schedule for the market or promotion department each month. and ask them to update you in time for changes in schedule. Then, we will update the contents of the schedule to our flow diary.

Daily Information Communication

Daily information communication used to record all kinds of temporary, abrupt site events or traffic changes, such as: SEM department in order to deal with the temporary adjustment of competitors, search engine irregular ventilation and so on. These are also the most frequent occurrence of a class of events in the website. And most of them can not be foreseen and monitored, so we often have to communicate with colleagues in various departments to master such events and changes, and timely record.

Here, our website traffic diary has been completed. What is the use of this thing in the end?

The function of website traffic diary

Record site traffic events for our website analysis of the benefits of the main three aspects. Save the time of the website analyst, forecast the future traffic trend of the website, and record the historical events of the website. Here's a one to explain.

Save time for analysts

Site traffic changes every day, and explain the reason for the change in traffic is also the most basic web site analysis of one of the work. But it's a high intensity, repetitive job. And sometimes the results of the work will become worthless. Let people think that do the website analysis is after knowing, only will be hindsight. For example, this is a company-wide result when you find that traffic growth is due to the growth of a traffic source. The analysis turns out to be worthless and he takes up a lot of your time and energy.

Use the website traffic diary to record at the beginning of the event, when the traffic changes, just verify the original record. A simple view of the corresponding flow and time range can determine the cause of the flow change.

Predicting site traffic changes

When there are enough events in the website traffic diary, we are no longer passive waiting for the flow to be analyzed, but can predict the change of traffic according to the historical data. For example, there are three activities next week, and traffic should grow by 30% per cent in historical terms.

Record Site History Events

Recording site history Events is also a very important thing. One day a month the flow increased, but the quality decreased. What are the factors that cause it? Need to be analyzed through recorded historical events. It is also a textbook for learning how to conduct traffic analysis. The new person can grasp the cause of most of the flow change as long as he sees it once.

Start the first web Analytics report

Finally, we will be the most useful place for the site traffic, how he can help us complete a valuable traffic analysis report. According to the website traffic diary recorded events, through simple traffic breakdown and comparison, we can such a website traffic Analysis report.

Provide site traffic background information

In the first part of the analysis report, we summarize the information recently recorded as background information of the recent website traffic. For example: Our website is stable, which promotional activities, what new partners, the site in search engine performance and so on.

Explain web site traffic changes

In the second part, we examine and explain the causes of the change of the channel flow. According to the content of the flow diary, the flow of the first check, growth and decline in the expected, if not, what is the cause? For example: The Flow diary recorded in this period there are promotional activities, but the corresponding flow channel is growing very little. Then you need to check the cause.

Find the problem and give advice

In the third part, the reasons for the second part are suggested, such as: When some events occur, the site will be affected, in order to avoid this situation, need to reduce the occurrence of such events. Another example: the activity expected to increase the flow of 15%, but the actual situation and the forecast does not match the need for advertising content, channel site analysis and testing, the proposed ad a A/b test, or change to the site and so on. Here, a simple traffic analysis report has been completed.

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