Website traffic analysis What should be analyzed specifically?

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In this article will share with you how to clarify the concept of Web site traffic analysis, mainly including how to subdivide and in the analysis of the Web site we most commonly used in the five modules, including: Site search, SEO analysis, paid search, direct traffic and mail marketing.

Subdivision

No matter what kind of analysis, can not only put the thinking on the surface of indicators, but need to think about why these indicators to choose, and in-depth analysis. One of the most important methods in Web analytics is to subdivide. Because the site's users are not uniform, each user has its own characteristics, including different age, different sex, different access purposes. Therefore, in the process of analysis, must be effective subdivision.

Before subdividing, we must know the business of our website very well, knowing what is the most important to the website business, and the purpose of the most urgent implementation, and on this basis, we subdivide the traffic. By subdividing our ability to understand the data more deeply and gain more hidden value. Simply put, no subdivision, no depth, no subdivision, no future.

Focus on user behavior rather than overall results

The overall results are of course valuable, such as you to your superiors reported that your site traffic daily average UV has exceeded how many million, your boss must be very happy, but before long, your boss may ask you a question, that is, why the site traffic has risen so much, but the sales performance has not been much improved. This time need you to look deeper, the overall site traffic is important, but we should be more concerned about the user's behavior on the site.

To give a simple example, many SEO personnel in order to achieve the purpose of promoting web site traffic, deliberately to optimize a number of and the website business is not related but there are very high search volume of keywords, the final site overall flow although is promoted, but this batch of users jump rate is very high, almost all are come to the site to turn off the page to leave, This kind of traffic to the website business Help is very small, that meaning is greatly reduced.

If we can observe the user behavior, through some of the indicators previously mentioned data analysis, to distinguish a valuable user base, more direction of input, then the effect may be much better. Of course, you can also for those who jump out of the high rate of users to analyze, find out why they do not like the site, and then improve.

Subdividing and focusing on user behavior is the point of water has been emphasized on the site analysis of the basic ideas, then with you to explore the Web site analysis of the essential five modules.

Site Search

At present, most sites do not value site search, but this is very important, because it can tell you the user's intentions. By using an external search engine to reach your site's users, you don't know exactly what they're thinking. And their search in the station behavior is very meaningful. We can analyze from two aspects, namely: the use of the site search, the quality of the search.

1, the use of site search

There are two aspects of the search usage, namely, the proportion of search usage and the popular keywords. Improve the site search function can be to a large extent to the lack of navigation to make up for, in addition, by looking at the search keywords to understand the visitors to the content of the site's interest.

2, measuring search quality

The importance of site search has been repeatedly emphasized, next we need to measure the quality of search in the station. I believe we have not forgotten the jump rate this indicator, it can be applied to the search, we call the search exit rate, that is, through the search to the results of the page immediately after the visitors to leave the site ratio.

The other way to measure the quality of search in the station is to count the number of search results pages that visitors have browsed, because the user is now the mainstream search engine training to only click on the first page of the search results habit, so through the statistical search users to the results of the page to analyze the number of clicks, you can know the search results page to allow users satisfaction. In addition, we can observe the user two times search rate to understand the user's satisfaction with the search quality.

Second, SEO analysis

Search engine is now almost all Internet users must be indispensable tools. Search engines are important to any company. So we need to make our website perform better in search engines. Then how should we do SEO analysis, including how the company should be to the SEO team to develop a reasonable KPI. Here are some water to introduce the most common SEO four analysis items:

1, Natural search flow

Natural search traffic is almost all companies to measure the effectiveness of SEO is an essential indicator, usually we will be the nature of the search flow in the performance appraisal, but the effective search strategy is systematic, needs to be optimized for each major search engine, and pay attention to the search traffic and the natural search flow.

2, Content coverage

SEO most important work is to let the site get more explosion rate, measuring content coverage There are two ways: 1, statistics are included in the number. 2, statistics by the search engine to get traffic to the page.

3, keyword ranking

Keyword ranking is another important indicator to measure SEO performance. We can easily know which word rankings have been upgraded and which ones have fallen, and the proportion, by ranking data in different time periods of batch keywords.

4, Output: target, sales, etc.

In the process of SEO, we have always been concerned about the search flow, ranking, but rarely to focus on the output of the company to promote the development of the same energy, even if your site traffic is huge, but not with the site business, then you should eliminate it, abandon the appearance, grasp the essence of the output can be measured, and then let go

Third, pay promotion analysis

Paid search and natural search have always been closely linked, for companies that need to be marketed online, it's impossible to have one and give up the other altogether, and if you want to make a big return, you need to balance it.

Paid search We need more accurate traffic, to be able to determine whether there is a certain output, whether it can achieve better results than natural search, if not, that need to find specific reasons.

At present, the most common paid search is mainly based on Baidu bidding, Baidu bidding we need from the choice of keywords, geographical location, terminal page conversion rate and other aspects of the overall statistics and analysis. From this, we can know what keywords need to spend more money to bring more traffic, of course, we are concerned about not only the flow, more of these flows can bring income.

Iv. Direct Flow Analysis

Nothing can be more pleasing than direct traffic, these flows are completely free, and many marketers struggle to get a wide variety of traffic, but often ignore this direct flow.

Direct flow is not advertising, not search, the flow of non-external links, that is, visitors directly in the Address bar input or click from the favorites into the traffic, it is very valuable, because this part of the user is probably the best understanding of your site's old users. They are loyal visitors to your site.

In order to prove the value of this part of the flow, we need to analyze their contribution to the business, in the past analysis process, the point of water to know this part of the flow of output is much higher than the average. The reason is very simple, these traffic is their own initiative to come. In addition, we can subdivide to see where they are especially, what they like and why they want to come back to your website.

For example, we can record the most visited pages of these users. By clicking on the overlay map we can know the content preferences of these users, and can also observe the purchase behavior of these users to see what they are mainly buying.

Five, mail marketing

Although it is now an era of spam, but mail marketing is still most of the most important web site marketing means one. Especially for the members of the station, mail marketing is still a very good way.

We can analyze the mail marketing effect from three aspects, namely: the response speed of the mail, the behavior analysis in the station, the analysis of the business output.

1, message response speed

e-mail marketing want to play the effect of the first step is to be able to send the message successfully to the user, measurement of mail delivery we can through the following indicators to analyze, is the transmission success rate, open rate, CTR and subscription retention rate.

2, behavior analysis in the station

Marketers are usually only concerned with sending and producing the mails, but they rarely care about what the users of the site are doing with the mail. Of course, it is good to care about output, but all the behavior of users in the station has cause and effect, if can better grasp, it is very likely to help us improve the output conversion rate. We can measure the user behavior of mail marketing by the two metrics of bounce rate and length of visit.

3, Business output

The following sections are related to the output, and also a very important part, point water gives some key indicators to measure the output of mail marketing.

Conversion rate = number of orders/mail marketing visits

Average Mail sales = Total sales/number of messages sent

Average Mail Profit = (sales guest-advertising fee-sales cost)/number of messages sent

Can put the user's appetite, then mail marketing is also very useful, do not get some mandatory registration and other things, or every day to send users marketing mail, more haste, more from the user's point of view. Article first A5, reproduced please indicate SEO blog http://pengjinjie.com/, respect for copyright!