How to do website statistics? Guide to the whole process from data collection to analysis

at the moment when the traffic dividend is gradually fading, the core of website operation has shifted from "obtaining traffic" to "revitalizing traffic", and website statistics are the key breakthrough point to achieve this transformation. Although many operators know to do data statistics, they often fall into the dilemma that tools will not be used, data cannot be understood, and analysis has no direction. This article will dismantle website statistics from data collection, sorting and analysis to landing optimization, covering tool selection, event tracking settings, data interpretation and other core links, helping you accurately grasp user requests through data, and provide landing decision-making basis for website optimization.

How to build a data collection system for website statistics?

data collection is the basis of website statistics. Only by obtaining comprehensive and accurate original data sources can follow-up analysis be meaningful. Building a collection system needs to start from two aspects: tool selection and event tracking settings.

1, select the appropriate statistical tool

the current mainstream website statistics tools are divided into free and paid two categories, free tools such as Baidu statistics, CNZZ, suitable for small and medium-sized websites or novice entry, can meet the basic traffic sources, user behavior and other data collection needs; paid tools such as GrowingIO, Shence data, support more refined custom event tracking and user group analysis, suitable for medium and large websites with deep demands for data.

2, set precise event tracking rules

event tracking is the core of website statistics to obtain refined data, which is divided into two ways: code event tracking and no event tracking. Code event tracking needs to add statistical codes on specific pages or operation buttons, which can accurately track user clicks, form submissions and other behaviors; no event tracking automatically captures all user behaviors through tools, which is suitable for fast online statistical functions. Before setting event tracking, you need to sort out the core business path. For example, e-commerce websites should focus on tracking nodes such as product browsing, joining shopping carts, and placing orders and paying to avoid collecting irrelevant data to increase the burden of analysis.

2. How to complete data cleaning and sorting?

The original data sources collected

often have problems such as redundancy and errors, and direct analysis will lead to deviations in conclusions. Therefore, data cleaning and sorting are the key intermediate links of website statistics.

1, eliminate invalid data interference

The original data source of

website statistics often contains invalid data such as crawler traffic and dogfooding traffic, which needs to be removed by IP filtering, user identification exclusion, etc. For example, an internal IP whitelist can be set in Baidu statistics to filter the traffic generated by daily tests by operators; at the same time, identify the UA logo of crawlers, clean up non-human access data in batches, and ensure the authenticity of the data.

2, classified by business dimension

classify the cleaned website statistics according to business dimensions, such as traffic source dimension, user behavior dimension, and conversion effect dimension. Traffic source dimension organizes the proportion of search engines, social media, direct access and other channels; user behavior dimension organizes page dwell time, bounce rate, browsing path and other data; conversion effect dimension organizes the data of core conversion nodes such as registration, order placement, and payment, which is convenient for subsequent targeted analysis.

How to carry out multi-dimensional data analytics?

data analytics is the core value of website statistics. Through multi-dimensional data comparison and interpretation, user requests and website problems can be mined.

1, traffic source dimension analysis

analyze the quality of each traffic channel through website statistics, such as comparing the bounce rate and conversion efficiency of natural traffic and paid traffic of search engine channels to judge the ROI of SEO optimization and SEM delivery; at the same time track the user retention rate of social media channels, evaluate the effect of content marketing, and adjust the direction for subsequent traffic delivery and content creation.

2, user behavior path analysis

with the help of the user path function of website statistics, sort out the complete path of the user from entering the website to completing the conversion, and identify the loss nodes in the path. For example, if the user's attrition rate on the product details page is too high, it may be caused by the slow loading speed of the page and incomplete product information; if the payment page is lost, it is necessary to check whether the payment process is cumbersome, so as to optimize the page and process in a targeted manner.

4, how to drive website statistics website optimization landing?

the ultimate purpose of website statistics is to guide the optimization action, the data analytics conclusions into specific optimization measures, in order to achieve the improvement of website operation effect.

1, adjust traffic strategy based on data

adjust the traffic acquisition strategy according to the analysis conclusion of the traffic source of the website statistics. For example, if it is found that the user retention rate of a social media channel is high and the conversion effect is good, the content delivery of the channel can be increased; if the traffic of a search engine keyword is large but the bounce rate is extremely high, it is necessary to optimize the content matching of the corresponding landing page and improve the user's stay time.

2. Optimize the experience for user behavior

combine the results of user behavior analysis of website statistics to optimize the user experience of the website. For example, if the bounce rate of the homepage is too high, the navigation layout and core content display position of the homepage can be adjusted; if the click through rate of the add shopping cart button on the product details page is low, the color, size and position of the button can be optimized, the user's click willingness can be improved, and the conversion efficiency can be improved.

sum up, website statistics is a closed-loop process from collection to analysis to optimization. The core is to obtain real data through accurate data collection, mine problems through multi-dimensional analysis, and finally land for specific optimization actions. Mastering this whole process can help operators get rid of empirical decision-making, improve the traffic quality, user experience and conversion effect of the website based on data, and realize the fine operation of the website.