Misunderstanding 3: Website analysis = SEO
Web analytics and SEO have something in common, that is, both are used to optimize website performance. But the difference is also very significant, that is, their purposes and means are different.
Every time when a friend asks me, I explain simply:
Website analysis is to optimize the user experience on the website, and ultimately promote the conversion of visitors. The goal of optimization is the visitors themselves;
SEO is to optimize the performance of the website on search engines, and ultimately convert more high-quality search engine visitors into website visitors. The goal of optimization is search engines;
Let’s look at the differences from several angles:
1. From the perspective of traffic itself: website analysis does not directly help to obtain more traffic (although website user experience continues to improve, traffic will indeed continue to increase), but SEO is a high-quality website marketing method that can help obtain targeted traffic. sexual valuable traffic.
2. In terms of optimization methods: website analysis focuses on guiding (or even inducing) visitors to the website to prompt them to complete the behavior expected by the website owner; SEO optimization on the website focuses on guiding search engines to promote search results The engine crawls website content (keywords) more comprehensively, deeply, and accurately, and sets higher keyword weights for website content to encourage more search engine users to enter the website.
3. Judging from the results achieved: SEO helps the website obtain high-quality and highly relevant traffic, and website analysis helps convert the website's traffic into real users or buyers.
You can think that SEO is more about getting better traffic by optimizing the website (responsible for the front-end); while website analysis is about achieving more business conversions by optimizing the website (responsible for the back-end). Overall, better traffic can amplify the commercial value of a website (the role of SEO), while better conversion of traffic can more directly create value for the website (the role of website analysis).
Myth 4: Website analysis needs to achieve multiple optimization goals
Another common website analysis misunderstanding is that the website itself has too many optimization goals. Websites usually only achieve one core business purpose, but the realization of the core business purpose may involve many aspects of the website. Take e-commerce websites as an example. The ultimate goal of such websites is to increase transaction volume to bring in more revenue. But in order to achieve this, a lot of work needs to be done on the website. For example, it is necessary to consider increasing website traffic and at the same time increasing the quality of website traffic. It is also necessary to optimize the website structure and pages to improve user experience, and to find ways to promote user engagement. Conversion and so on. All of this makes sense, but problems can arise when these things are simultaneously handled without prioritization.
Symptoms of problems are often hustle and missing the real need for optimization. Although it appears that it is possible to optimize in all aspects at the same time, the practical feasibility is very small. The more goals of website optimization, the more KPIs, and the performance of these KPIs is often a gourd and a ladle. They will not be sunny or rainy at the same time, resulting in confusion in thinking and execution, and ultimately missing what really needs attention. Target.
A website may have many problems, but the ones that have the most significant impact on business performance (performance) generally only have one or two problems. What you need to do is to find these two problems and then focus on one or two corresponding problems. KPI, while using other data and variables as reference. This is feasible in China, otherwise we will suddenly step from the trouble of no information to the pain of excess information, neither of which will bring you the most effective optimization actions.
Take your time, website analysis will not make you fat in one bite, but it will keep you strong.
Myth 5: Website analysis requires a lot of statistical knowledge
The answer is no. Website analysis does not require you to master much statistical knowledge, because website analysis is not statistics, nor is it complex data mining.
Are you surprised?
The object of website analysis is visitors and their behaviors. Although visitors and behaviors are represented by data, what is more important is the attributes associated with these data, such as action attributes, time attributes, page/content attributes, and demographic attributes. , regional attributes, traffic source attributes, etc. After the data itself is associated with attributes, it is called a metric. The object of our analysis is exactly each metric. Obtaining these metrics, interestingly, does require a lot of statistical work, but fortunately, website analysis tools do all this for us according to predetermined models and algorithms, and then directly output to us the data we need. Therefore, the reason why website analysis does not require too much statistics is that 99% of the data statistics work is done by website analysis.
However, this does not mean that website analysis does not require statistical methods. When performing A/B testing and multivariate testing, it is important to pay attention to statistical significance. Similarly, when performing some advanced comparisons and trend analysis, Statistical methods may also be used, such as clustering and regression. But in general, statistical knowledge is by no means a stumbling block on the road to learning website analysis.
[Copyright belongs to Sidney Song (Song Star). Reprinting is welcome, but please inform the author in advance and indicate the source]
Original address: http://www.chinawebanalytics.cn/?p=2130