Welcome come to Azeroth ... If you've played World of Warcraft, you may have completed numerous missions inside; when a user visits a site, in fact, they are also trying to accomplish certain tasks.
Perhaps we are more familiar with the site goals (Goal), because many web analytics tools to provide a target-based analysis, the objective of the site is defined from the perspective of the site, such as the e-commerce site's goal is to contribute to effective trading; user tasks (Task) is to define from a user perspective, users will have their own goals, such as user e-commerce site just to check for certain commodities information, inquiry, or just a simple stroll. Visit the Web site each user with their own tasks, these tasks may vary, which no doubt brought a certain degree of difficulty to the analysis.
The definition of task completion
In fact, with the previous article - measured by Engagement Engagement in user activity metrics similar to the user task is a non-standard measure, and appears to vary depending on the different and users of the site visit purposes. User tasks to complete the degree (the Task the Completion) and the Engagement there are differences Engagement defined by the user's behavior or actions, as long as we believe that user involvement; the task is completed is defined is the result only when the user a needs are to achieve (such as the purchase is successful, obtain relevant information, to solve a problem through the website ...) that the user completes the task.
User's Engagement does not directly affect the site goals and user tasks to complete Will objective of the site has a direct impact on it? If the said site goal (Goals) is from the perspective of the site to measure site commercial purpose (the Business Objectives) whether the realization of the words, then the task completed degrees (the Task the Completion) is is from a user perspective to measure the user's expectations (the User Expectation) whether the Only when the same site goals and user tasks, we can think the objective of the site of the user tasks to complete the degree will have a direct impact, because both are measured results, so this direct effect sometimes even can be equated the.
Since the purpose of user access to the site of the same, everyone with their respective mandates, how we learned that users access the site in the end do what?
How to obtain the information of the user's task
User task is a non-standard metrics, and by the user to decide, we can not seem to be identified from the analysis of user behavior, click stream logs the user in the end is what the purpose of access to the site, we need to seek answers directly to the user.
A few days ago in the Justin Cutroni blog Analytics Talk, see an interesting online survey, In fact, 2-3 is a simple question about why you came to this site, you complete the desired task, and your comment on this website satisfaction, and finally add one more free to fill out the feedback, the Justin Cutroni use http://www.4qsurvey.com/ This site provides an online questionnaire service, like the blue whale's blog also provides online questionnaire, he used http://polldaddy.com/, there is a feedback function http://www.kampyle.com/. In fact, these are a good way to collect information about users, through a questionnaire (Survey) to allow users to tell you the answer.
If we need to analyze the user's task completion, you can design a simple online questionnaire online survey site, the domestic foreign free charges, in fact, the operations are relatively simple, but first we need to look at a few question:
- When the user questionnaire? If that is the analysis of the task is completed, then it is obvious when the user leaves the site;
- The manner in which the questionnaire? The more common pop-up or jump link, but no matter what recommendations are to politely ask the user whether or willing to fill out the questionnaire;
- Do not forget to thank the user support for the user to complete the questionnaire, or allow users to leave E-mail to inform the analysis of the results of their investigation, these are what they deserve, of course, can also take the opportunity to promote your site;
- Questionnaire design is a complex issue, totally can write the book had, and here only to provide user tasks to complete the analysis of questionnaire design my suggestion if not the first comprehensive and systematic site analysis questionnaire survey, then try to reduce the questionnaire problem number , but as far as possible to the beginning to tell the length of the user questionnaire and may use them much time. In fact, if analysis of user tasks to complete the degree, three questions will suffice:
Analysis of the user's task completion
Based on data obtained from the questionnaire, we can borrow some charts to analyze the user's task completion.
First of all, it must be clear user tasks based on user on the site a visit (Visit). The general first visit in order to complete a task, for most sites, and more biased in favor of the measure of a visit to the tasks to complete rather than completion percentage. So the task here is to complete the definition of the degree (the Task the Completion) is not always access the extent of the user to complete the task, but all users access to complete the task access to accounting for the proportion of all visits, that is,
Task completion = the number of visits to complete the task / total number of visits
Based on the type of task segmentation, e-commerce site, for example, if the task options in the questionnaire include:
- Purchase of goods
- Check product information
- Pre-sale consultation
- Other
The following figure is based on questionnaire data collected can be:
Can be analyzed based on the breakdown of the type of task, the proportion of each type of task the user visits (left pie chart), as well as the completion of each task (right side of the histogram, the total height of the totals of each type of task, the height of the blue block access number to complete the task, we can see the number of visits proportion of each task type). If the site is a long-term survey, the same can conduct trend analysis of each type of task completion, as shown below:
Trend analysis can effectively grasp the users on the site to complete the tasks change, and then measure the results obtained by site operators optimize the above.
Next to you to do something, you can try to find your way more appropriate chart to display and analyze data.
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Yes, to support you. .
Very useful article, like this one!
4Q and kampyle user feedback data output to the GA's report.
Hello, I see a lot of your articles mentioned GA, do not know if you have no documentation on the GA using the tutorial classes, the possibility of contribution?
@ marble : Hello, I am in fact not be regarded as in-depth understanding of the GA, learning GA above indicators of design, the subdivision of the data and some data acquisition and tracking applications is in fact not very knowledgeable. You can refer to the help documentation of the GA above, can also go to the blue whale's blog to see him on GA is very full.