With the development of the Internet, website promotion and website marketing have become a means that any company that wants to use the Internet to achieve a career cannot ignore. After all, compared with the cost of traditional marketing and promotion, the Internet undoubtedly has innate advantages. . But at the same time, questions also arise, how to evaluate the effectiveness of website promotion and website marketing? How to formulate the next strategy?
In order to solve these problems, website traffic statistics products came into being. Studies by many foreign survey and research institutions have also confirmed the value of website traffic statistics analysis for online marketing effects. However, in the practical application of website marketing management, most companies only Through website traffic statistics products, you can pay attention to the number of people online. At most, you can roughly understand the source of visitors, such as how many users are brought through search engines, and which keywords users mainly use to search and come to the website. This is used as the basis for SEO optimization. Of course, this also provides a certain basis for the formulation of future strategies for the website. However, these basis are very limited and messy after all. In the end, it can only evolve into looking at large amounts of data day after day.
So, it seems that pure data presentation has only a handful of reference significance for website marketing management. We can’t help but ask, do the existing website traffic statistics products still lack some analytical perspective?
Let’s look at it. If a user wants to visit a website, what things will he use and what traces will he leave? The mouse, keyboard, and browser are undoubtedly indispensable. After logging in to the website, his entire visit track, Dwell time, etc. So, what can these things and traces tell us?
First, the user's mouse clicks can tell us the user's visual trajectory on a certain web page to some extent. Because according to the general rules of human behavior, users will click on the web page element that they notice first, whether it is a button or something else. Therefore, the summary and analysis of the user's mouse clicks will be able to tell us the rough visual browsing trajectory of the user on a web page. From this, we can determine whether a web page design is reasonable and whether it can make users really pay attention and be able to click on what the enterprise needs them to do. Click location. Ultimately affecting the information architecture and even website structure of the entire website.
Second, browsers are no longer a new function for obtaining information about browsers and user operating systems. All they can tell us is some basic information about how users use their machines, which will not be described here.
Third, visit trajectory and stay time. There is much to be done about these two items. From a large level, it can tell us what the user did during the entire visit to the website, which is the user’s objective behavior. From a small level, it can tell us what the user did during the entire visit to the website. It can tell us some possible problems in the user operation process of the website that we cannot know without analyzing the access trajectory. If the parameters of residence time are analyzed, it can even tell us the types of users who visit the website. The following examples illustrate these two situations respectively.
Example 1: Through the analysis of the website access track, we found that a user always jumped out of the settlement process during the payment process of purchasing a certain product. Then, there may be two possibilities at this time: First, there is an error in the settlement page. operate. Second: The user also wants to continue purchasing other items. At this time, we combined the analysis of mouse clicks on the settlement page and found that the user clicked on the wrong link, causing the page to always jump out unexpectedly. At this point, it can be concluded that there is a problem with the design of this checkout page and needs to be improved.
Example 2: There are two users. One of them first clicked on the "Technology" channel after logging into Sina, and then clicked on "Internet". The other clicked on the "Technology" channel first, and then clicked on "Digital" but only stayed in Digital for a long time. I immediately clicked on "Internet" in a short time. So, to a certain extent, the operating habits of these two users are consistent, and based on the content they are interested in, it can be determined with a certain probability that they are practitioners in the IT industry. By classifying the same category countless times, we can get the general type of users of our website through the analysis of these data. It is said that only by knowing yourself and the enemy can you win every battle. Only by knowing what kind of users we are facing can we formulate strategies in a targeted manner. .
To sum up, it is not difficult for us to see several basic dimensions of website access behavior analysis and the benefits it can bring. Current website traffic statistical analysis products generally lack such dimensions, resulting in the inability to obtain effective insights into these user behaviors through data accumulation. Only by understanding user behavior can companies take targeted measures and make corresponding strategies.
So, how to use some tools or data collection and analysis to achieve preliminary analysis of user behavior? The author has noticed that a new service provider has emerged among domestic statistics manufacturers recently - Statistics www.tongji.la. They have already They have done statistics on users’ mouse clicks and related analysis of user coverage on a single page of the website. However, they seem to have not covered the classification of users mentioned by the author. However, it is said that they are still constantly revamping the version, so the author will wait and see. . If you are interested, you can also watch one or two.