How to do website data analytics? A complete guide to zero-based practical operation steps

For newcomers who have just come into contact with website operation, website data analytics is often a difficult threshold to cross. I don't know where to start, and I can't tell which data is the core key. In fact, website data analytics is not an unreachable professional skill. As long as you master the practical steps of the system, you can get started quickly with zero foundation. Through data mining website operation potential, you can solve practical problems such as slow traffic growth and low conversion efficiency. This article will dismantle the whole process of website data analytics step by step from early preparation to landing optimization, and help you build a complete data analytics thinking system.

Preparation before website data analytics?

before the official launch of website data analytics, adequate preparation can make the follow-up work twice the result with half the effort, and avoid problems such as data clutter and analysis direction deviation.

1, clear data analytics goals

first determine the goal according to the operation stage and core needs of the website. For example, the new website focuses on traffic sources and user retention, the e-commerce website focuses on the conversion path of goods, and the content platform focuses on the effect of content dissemination. After the goal is clear, the direction of website data analytics will be clearer, and it will not fall into the disorderly screening of massive data.

2, build a basic data collection environment

choose the right data analytics tools, such as Baidu statistics, Google analytics and other free tools, according to the official tutorial to complete the code deployment, to ensure accurate collection of user access, page browsing, conversion behavior and other basic data. At the same time, it is necessary to unify the statistical caliber of data, such as defining the time period of user retention, conversion behavior judgment criteria, to avoid data bias in subsequent website data analytics.

Core data collection of website data analytics?

data is the core foundation of website data analytics. Only by collecting comprehensive and accurate data can we support subsequent analysis and decision-making.

1, traffic source data collection

focus on collecting channels for users to enter the website, including search engines, social media, external links, direct visits, etc., and record the number of visits, click through rate, bounce rate and other indicators of each channel. Through website data analytics, we can clearly know which channels can bring accurate traffic, so as to rationally allocate promotion resources.

2, user behavior data collection

collect the user's behavior track in the website, such as Time On Page, browsing path, button clicks, form submission, etc. These data can intuitively reflect the user's preference for website content, and can locate the key nodes of user churn through website data analytics to provide a basis for subsequent optimization.

3. Interpretation of the core indicators of website data analytics?

master the interpretation method of core indicators is the key link of website data analytics, which can help you extract valuable information from massive data.

1, flow indicators interpretation

focus on three core indicators: unique visitor, page views, and bounce rate. Unique visitor reflects the user coverage of the website, page views reflect the user's depth of visit, and bounce rate measures the attractiveness of the page content to users. In website data analytics, if the bounce rate is found to be too high, it may be caused by slow page loading speed and mismatch between content and user request.

2, conversion indicators interpretation

conversion metrics are the core to measure the operation effect of the website, such as the product place an order rate of the e-commerce website, the payment success rate, the form submission rate of the clue website, and the consultation conversion rate. When website data analytics converts data, it should be disassembled in combination with the user path to find the key bottleneck from browsing to conversion. For example, the location of the add shopping cart button on the product details page is unreasonable, which may lead to serious loss of conversion links.

4. Optimization landing after website data analytics?

website data analytics is to guide operation optimization, and only by landing the analysis results can the website operation effect be truly improved.

1, targeted optimization of website content and structure

adjust the content and structure according to the results of website data analytics, such as optimizing the readability and attractiveness of the content for pages with short user dwell time; for entry pages with high bounce rate, adjust the page layout and highlight the core information. At the same time, you can refer to the content style of high-traffic pages to mass produce content that meets user preferences.

2, adjust traffic delivery and operation strategy

according to the traffic source data of website data analytics, increase the promotion investment of high-conversion channels and reduce the delivery of low-quality traffic; for user retention data, design exclusive retention operation activities, such as new user benefits for the first week, old user exclusive content push, improve user stickiness and revisit rate.

sum up, website data analytics is a complete closed loop from preparation to landing, from clear goals, data collection, to interpretation of indicators, optimization landing, every link is closely related. As long as zero-based users follow this set of practical steps to gradually advance, they can quickly master the core method of website data analytics, through data-driven website operation, solve actual operation problems, and achieve continuous improvement in website traffic, conversion and user stickiness.