Website operation data analytics FAQ? A must-see solution for beginners

for newcomers who have just come into contact with website operation, data analytics is often a difficult threshold to cross. In the face of complicated data indicators in the background, many people will fall into the dilemma of not knowing what data to choose, not understanding the meaning of the data, and not knowing how to use the data to optimize the operation. This article will focus on the typical problems in website operation data analytics, combined with the actual needs of novices, dismantle the corresponding solutions one by one, and help novices establish a clear data analytics thinking, so that data can really become a strong support for website operation.

What indicators should website operation data analytics choose?

many beginners in doing website operation data analytics, will fall into the misunderstanding of index piling, all the data in the background are listed, but can not find the core focus, resulting in no targeted analysis.

1, basic flow indicators

basic traffic indicators are the entry core of website operation data analytics, including unique visitors, page views, average visit time, bounce rate, etc. These indicators can intuitively reflect the overall traffic scale of the website and the user's willingness to stay. Novices can start from these indicators to judge the basic drainage effect of the website. For example, if the bounce rate is too high, it means that the attractiveness of the homepage or landing page of the website is insufficient, and the content or page design needs to be optimized.

2, transformation of core indicators

conversion index is the final guide of website operation data analytics. Different types of website conversion indicators are different. E-commerce websites focus on product click through rate, purchase rate, and order conversion rate. Information websites focus on content reading completion rate, comment engagement rate, and subscription conversion rate. Novices should lock in 2-3 core conversion indicators according to the core positioning of the website to avoid being greedy and chewing.

How to choose a data analytics tool for website operation?

tools are the carrier of data analytics for website operation. Novices often do not know how to choose when facing a dazzling array of analysis tools on the market, and even blindly follow the trend and use complex tools, which increases the difficulty of operation.

1, free basic tools

for beginners, priority is given to free and simple basic tools, such as Baidu statistics, Google analytics, these tools can meet the basic needs of website operation data analytics, including traffic source tracking, user behavior analysis, conversion path monitoring, etc., and there are perfect novice tutorials, which can help beginners get started quickly.

2, scene-based special project tools

if the website has specific operational needs, such as e-commerce website needs to analyze the user purchase path, you can choose targeted special project tools, such as Shence data, Youmeng +, such tools can provide more refined user portrait and behavior dismantling, but the novice should try again under the premise of mastering the basic tools to avoid giving up the website operation data analytics due to the complexity of the tools.

How does website operation data analytics interpret data anomalies?

In the process of website operation data analytics, data abnormalities are common phenomena, such as a sudden drop in the number of visitors and a sudden surge in conversion rate on a certain day.

1, first check the external environmental factors

when the data is abnormal, the novice first to check the external environmental factors, such as whether there are holidays, industry events, search engine algorithm adjustment, etc. For example, the number of visitors to the e-commerce website after the big promotion is a normal phenomenon, and if the search engine algorithm adjustment leads to a decline in traffic, it is necessary to optimize the SEO layout of the website in time, which is the first step to judge the rationality of the website operation data analytics.

2, and then dismantle the internal operation

after excluding external factors, it is necessary to start from the internal operation action analysis, such as whether the new marketing activity has just been launched, whether the page layout has been adjusted, and whether the drainage channel has been replaced. For example, when the referral program has just been launched, the sudden surge in conversion rate is the positive effect brought by the activity. If the conversion rate decreases after adjusting the landing page, it means that the page optimization direction is wrong and needs to be rolled back and adjusted in time.

4. How to optimize website operation data analytics?

many novice website operation data analytics, will stay in the report level, do not know how to transform the analysis results into operational actions, resulting in data analytics become paper talk.

1, formulate a landing optimization plan

based on the results of website operation data analytics, formulate specific optimization plans that can be implemented, such as analyzing and finding that a certain piece of content has a high number of views but a low conversion rate, you can add accurate guide buttons at the end of the content, or associated recommendations related conversion products, avoid saying "optimized content" in general, and clarify the specific location and method of optimization.

2, do small-scale testing and then promote

novice in the landing optimization program, do not directly promote the full amount, but first do a small range of tests, such as selecting part of the traffic channel or part of the client base test optimization page, through the website operation data analytics comparison test group and control group data changes, confirm the optimization program is effective and then promote the full amount, reduce the cost of trial and error.

To sum up, website operation data analytics is the core competence of novice advanced, from selecting the right indicators, using the right tools, to interpreting anomalies, landing optimization, every link needs to establish clear logic. Novices do not need to rush to pursue complex analysis models, start with basic content, and gradually accumulate experience, so that website operation data analytics can truly become the core driving force for website growth, get rid of the operation confusion period, and achieve efficient operation.