Analyzing website traffic data is a common task for webmasters. Whenever they see an increase in website traffic, webmasters will feel happy. Today's webmasters generally use mature free third-party website statistics products, such as CNZZ website traffic statistics, 51Yes website traffic statistics, Baidu statistics, etc. Although the functions of these products are relatively complete and webmasters use them every day, they often only see the trees and miss the forest. They focus too much on one or a few indicators and ignore the comprehensive analysis of website traffic.
The author believes that website traffic statistical analysis indicators include about 20 to 30 indicators. These indicators can be divided into the following five categories: user size, user stickiness, user source, website audience attributes, and website content attributes.
1)User scale indicator
The user scale indicator is mainly measured through three indicators: PV number (number of page views), UV number (average number of pages visited) and number of independent IPs. The author believes that the UV number should be focused on, because it directly reflects the viewer’s recognition. There are also some indicators, such as the number of new users (judged through cookies), which can be used as a reference for webmasters due to accuracy issues.
2) User stickiness
User stickiness is mainly measured through three indicators: return visit rate, visit frequency and visit depth. Visit frequency is judged by cookies, reflecting how often a user comes. The smaller this indicator, the better. Access depth reflects the uniformity of the click distribution of users visiting different sections such as home page, channel page, article page, topic page, etc. If the number of clicks in each section is relatively evenly distributed, the overall quality of the website is higher. Both of these are good analytical indicators and provide webmasters with some in-depth analysis ideas. Other indicators such as access duration have some errors due to technical limitations, but they can also be used as a reference for webmasters.
3) User source
User sources are mainly measured through two indicators: direct sources and off-site sources. Direct sources usually refer to users accessing the website by directly entering the URL in the address bar or clicking through favorites; off-site sources are often divided into search engine clicks and external clicks from other websites. The author believes that the ratio of the number of direct sources to the number of off-site sources is 1, which is a relatively ideal situation, indicating that the website basically has the ability to resist the changes in search engine algorithms.
4) Website audience attributes
Website audience attributes are mainly measured through indicators such as user gender, age, income, occupation, and geographical distribution. This generally needs to be obtained through user registration information, website questionnaires, website customer return visits, offline activities and other means. This is a very valuable information for the website. Webmaster friends must pay attention to collecting them, even if they cost some money, it is still worth it.
5) Website content attributes
The content attributes of the website are mainly measured through three indicators: the most visited content, entry page and exit page. Among them, the most frequently visited content (the page with the highest IP number) should be the homepage of the website, and both the entry page and the exit page should be the underlying article content pages. This is an ideal data. If they are all concentrated on the homepage, it means that the weight of the homepage is too concentrated, and some on-site optimization should be considered.
There should be many more indicators for website traffic statistics and analysis. Here I will list some important indicators in categories and share them with everyone.
This article was written by Li Zhi, the webmaster of http://www.value88.cn . Please indicate the source when reprinting.
Author's personal space