Website operation data analytics introductory tutorial: quick skills sharing

For practitioners who have just come into contact with website operations, data is often a seemingly complicated but crucial core breakthrough point. Many people are caught in operational difficulties because they do not know how to disassemble data. This article will systematically share the entry skills of website operation data analytics from basic cognition, tool selection, and indicator disassembly to implementation. Help novices quickly build an analytical framework, learn to use data to guide operational decisions, get rid of the misunderstanding of doing operations by feeling, and gradually realize data-driven refined operations.

How does website operation data analytics establish basic cognition?

correct basic cognition is the premise of doing a good job in website operation data analytics, beginners must first clarify the core goals and basic logic of analysis.

1, clearly analyze the core objectives

website operation data analytics is not simply looking at the data value, but finding problems in operation through data, such as user churn nodes, insufficient content attractiveness, poor conversion path, etc., which ultimately points to improving user retention, improving conversion efficiency, optimizing content quality, etc. Specific operational goals, to avoid falling into the misunderstanding of looking at data for data.

2, sort out the basic analysis logic

novice to establish the basic logic of "data collection - data collation - data interpretation - action landing", first clear which data needs to be collected, then classify the scattered data, then interpret the reasons behind the data in combination with the operation scene, and finally adjust the operation strategy according to the analysis results to form a complete analysis closed loop.

What practical tools should website operation data analytics choose?

the right tool can greatly reduce the threshold of data analytics for website operation, beginners do not need to start with complex tools, and prefer easy-to-use and comprehensive basic tools.

1, free universal analysis tools

Google Analytics and Baidu Statistics are the first choice for starting data analytics for website operations. Both are free tools that can meet the basic data collection needs, including user visits, page stay time, user source channels, conversion paths and other core data. The operation interface is simple, and the novice can quickly master the basic usage method through the official tutorial.

2, special project scene auxiliary tool

for specific operating scenarios, it can be matched with special project tools to supplement analysis, such as using heat map tools to view user page click behavior, understand the user's attention to page elements; use form analysis tools to track the conversion rate of form filling, find out the key nodes that users give up filling, and make website operation data analytics more targeted.

3. What core indicators should website operation data analytics focus on?

website operation data analytics has a wide range of indicators, beginners do not need to pay attention to all the data, prioritize the core indicators that are strongly related to operational goals, and avoid falling into the dilemma of data redundancy.

1, user acquisition core indicators

focus on the number of new users, the proportion of user source channels, customer acquisition cost of these three types of indicators, through the website operation data analytics, judge the quality of customer acquisition of different channels, such as a channel with a large number of new users but low retention rate, indicating that the channel user accuracy is insufficient, can adjust the channel delivery strategy, optimize the cost of customer acquisition.

2, user retention core metrics

the core look at the Day Retention Ratio at Day 1, day 7 day retention rate and day 30 retention rate, these indicators directly reflect the website's attractiveness to users, through website operation data analytics, if it is found that the day 7 day retention rate is low, it can troubleshoot content update frequency, user interaction mechanism and other issues, such as increasing weekly fixed interactive activities to enhance user stickiness.

3, conversion core indicators

focus on the target conversion rate, conversion path attrition rate, such as the conversion rate of goods purchased by e-commerce websites, the conversion rate of course purchases of knowledge-paid websites, through website operation data analytics, to find out the highest attrition rate in the conversion path, such as the cumbersome payment steps, page loading is too slow, etc., targeted optimization to improve conversion efficiency.

4. How does website operation data analytics implement optimization?

website operation data analytics lies in the implementation, and the novice should learn to transform the analysis results into specific operation optimization actions.

1, small-scale test verification

according to the conclusion of website operation data analytics, first carry out small-scale testing, such as finding that a certain type of content has high user attention, you can add 2-3 pieces of the same type of content first, observe the data changes such as user visits and stay time, verify the correctness of the optimization direction, and avoid the operation risk caused by large-scale adjustment.

2, regular review iteration

establish a weekly or monthly review mechanism, regularly carry out website operation data analytics, compare the data changes before and after optimization, summarize effective operation actions, abandon ineffective strategies, and gradually form an operation methodology suitable for its own website to achieve continuous improvement of operation capabilities.

To sum up, the core of starting data analytics for website operation is to establish correct cognition, choose the right practical tools, focus on core indicators and implement optimization. Novices do not need to rush to master complex analysis skills, start with basic logic, and gradually build their own analysis framework. Through continuous data analytics and operational adjustment, they can get rid of the dilemma of making decisions based on experience, realize data-driven refined operations, and provide strong support for the long-term development of the website.