A few days ago suddenly realized that if someone asked: "Web analytics is doing? Input costs for data collection and data analysis, what is the significance?" Perhaps the answer of my first reaction is: "Web analytics can help you better to optimize the site and promote the site. "But think about it, these problems are really no in-depth thought, and perhaps more to explore in our daily in the site analysis methods and the fundamental significance of the site analysis, but did not really think about before. Here finishing some applications, and reflected the value of personal to see the current site analysis, be regarded as a simple answer to the above problem.
Monitor the operational status of the site
Site analysis of the most basic application is to monitor the operational status of the site. Collection site daily to produce the various types of data - click-stream data, operational data, user data, etc., to generate various types of web analytics reports, and statistical data to show the operating condition of the site. Clicks, views, trends in the number of users, to compare old and new user ratio, page wastage and goals, data to help operators to observe the status of the site is good from many angles.
If there is no daily reports of web analytics data will undoubtedly make the Web site operators to panic, because they have lost the perception of the status of the site, perhaps the site one day there will be thousands of tens of thousands of visits, there may be only single-digit user access the site, the operators of such websites is like behind closed doors, no goals and direction.
Of course, some sites data can not only monitor the operational status of their own site, and the state of development of the Internet or in some areas to provide a reference, Google search trends, Baidu Search Billboard is the weathervane of the hotspot, of course, we may be more more concerned about the real-time microblogging hot; Taobao data centers tend to provide a basis for e-commerce transactions.
To enhance the site and the effects of
When it comes to website promotion, perhaps the first thought is that SEO and SEM, but the site analysis can not only improve the performance of the website on SEO and SEM, while its precision marketing website can also play a strong support.
SEO and SEM
SEO and SEM, web analytics is a very important one, because they are an important way of web site traffic, and the flow is the basis of the site, so we have a clear grasp of the performance of the website in the SEO and SEM.
Analysis SEO analysis of website ranking in search engine keywords, the click conversion rate (CTR) of the search word in the search engines included, outside the chain of data, error pages, introduction about SEO Online, the most key or the site's content quality and above in SEO optimization.
The SEM results by calculating the keywords or the promotion of sources of return on investment (ROI) to measure the general input costs, relatively easy to measure the output measure of the income will be relatively difficult, and need to be subdivided from various sources and keywords. e-commerce direct profit can be measured, if only the information then the analysis of the boot line transactions will be much more difficult online, there are a lot of this article can refer.
Precision marketing
SEO and SEM to improve the visibility of site to allow users to more easily find our site, but sometimes we need to push our web site directed to some users is the most common site promotion online promotion.
Including the user segments, the source of segmentation and target market segmentation, user behavior analysis conducted by user segmentation allows us to understand the site primarily to attract the type of user can understand, based on the sources of search terms, and the source site primarily concerned with what information the site and they will find by what way we pointed out the direction for our online promotion. If the site you want to publish a product or do an activity, maybe this time you know that direct mail to those users made advertising on the site in which the promotion of how organizations can attract more users ...
Many of my previous article on the user analysis to discover how to better the site's loyal customers, valuable customers, as well as a quantitative method to evaluate the site's users, in fact, these precision marketing site a good reference.
And the effects of line
In addition to online promotion, many sites will line promotion on a regular basis. Line under the events and promotions are often directly show the URL of the site to direct traffic on the performance of the data, assessment of the line and the effects of the key is to distinguish between what traffic comes from the line promotion? In fact, a wide range of web analytics data access, we can do this by some special means.
Forms, such as you will find many web site references Avinash Kaushik's book which is similar to the short URL (Short Url) through the jump to the appropriate page, offline promotion can borrow in this way, and published online under a special dedicated particular promotion web site (such http://webdataanalysis.net/offline) redirect to the destination page (such http://webdataanalysis.net/), so that the site analysis to select those sources is released out of the special URL (such http://webdataanalysis.net/offline) visit can promote the effect of the statistical line, of course, you can use the URL parameter behind the target URL with similar? from = offline & campaign = ... parameter. by the number of these statistical parameters page has been accessed, and segments the effect of promotion channels in each line. But there is a problem is that the site is often a major factor in the brand website, especially those intuitive and easy to remember URL, offline promotion biased in favor of the original Web site address in order to better identification, allowing users to remember and live this site, which traffic to the site analysis to distinguish between a certain degree of difficulty, perhaps only through the traffic trend analysis to measure the effect of promotion in the line.
Optimize the site user experience
External promotion, may have many users have begun to enter and visit your Web site, but users will it be interested in your site, or whether it can continue to access become loyal users of the site, these will depend on your site if there retain the ability of the user, that is, whether your site has a good enough user experience to users' expectations and satisfaction.
Simple and effective interaction processes
No doubt, easy-to-use interactive process to help users to better achieve their operations and goals, and users will prefer to use more humane design site, allowing the shuttle during which they are arbitrary.
We usually use the conversion rate (Conversion Rate) and task completion rate (Task Completion Rate) to measure the effect of site interaction analysis in this regard is particularly important for some task-based or application-oriented website. Analysis to identify deficiencies and omissions in the number of interaction links or of things simple, which can effectively increase the probability of the conversion rate and the user completes the task, in order to effectively improve the site's revenue.
To help users find content of interest
Recent articles in my blog describes how to allow users to better find the information you need, including the optimization of information architecture, to optimize the station search, which no doubt can better retain users, so that they continue to browse The content of the site or continue to use the services provided by the site.
Instead of passively allow users to find content of interest, it is better to take the initiative to some users might be interested in the content recommended to the user, which is associated Suggest a feature based on user behavior analysis now many sites are doing, my previous article site data analysis in this regard.
Listen to the voice of the user's
Perhaps many people the concept of web analytics still remain on the site daily data report, in fact, the scope of the site analysis is far more than that, the user questionnaire survey (Survey), usability testing (the Lab usability testing), and I had introduced real research (Site visits) belong to the scope of web analytics, Avinash Kaushik, they are classified for the site analysis, qualitative analysis (Qualitative Analysis). Perhaps you will say these are not UED or UCD their work? , The purpose of these analyzes in order to enhance the user experience, the UED is an expert in user experience, site analysts in data acquisition and analysis of more professional, so why uncooperative? Site analyst to provide the programs and the results of the analysis by the user experience team to complete the optimization program to design and implement, not entangled in the web analytics work certain which department or team to do all the work is to provide a better user experience .
It is these qualitative analysis method allows us to close listen to the voice of the user, to better meet user needs, the content of the site design, functional design, and even interactive navigation design can play a key role.
Finally make a brief summary, if the site is to flow the living, then we can be the application and significance of the above site analysis are summarized as follows: monitoring traffic, and drive traffic to retain the flow, the flow means that the user, the user means that the life of the site .
But perhaps the time to consider the impact of the next social media, not just SEO and SEM. Twitter keyword advertising platform, the application of mobile devices - mobile phones, iPad popularity, the future of web analytics can do more, the value of the site will be growing. Maybe I mentioned above the tip of the iceberg only web analytics, and now more and more people began to engage in site analysis and in love with the rapid development of this profession, site analysis, there will be more new applications, so that We will see.
»In this paper, the BY-NC-SA agreement, reproduced please indicate the source: the use and value of the site data analysis » web analytics "
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Well written! Although these things SEO practitioners are aware, but for people who do not know the network, this article allows them to understand the role of SEO Why do SEO optimization
Network by accident and lucky enough to come from the Chinese owners of your blog, this is the first article I have read, to my layman to layman's language between the site analysis of this new world for four consecutive days serious study of your every article written, indeed benefited, the notes are a Big, completing the site real access to the research, "the feeling seems to really want to write in your blog, and thus be selected in the first once have read this blog, a small token of gratitude! We look forward to more Masterpiece baked!
The _AT_ JS : Thank you for your attention, I will continue to put some of my thoughts with everyone to share.
Text collection to 20ju.com
Well, just answer my doubts, continue to concern ~ ~
Thank you to answer my doubts. Emphasis on site analysis, and are genuinely unable to do network marketing!
This article seems to be in China, "read the" website
Summer and autumn, @ I : Oh, the possible content of different blog inside the articles I wrote it myself.
Yes, many times we just listed a lot of data, and not really thought about what it means, how to use these data to guide the site search engine friendly and enhance the user experience!
Proton @ fission : Yes, the true meaning of the data lies in the application, rather than show, thank you for your comment.