Web Analytics for the marketplace. Basis of site analysis
There will not be many images and detailed instructions on how to use Yandex. Metrica. We will talk about the main thing - what to measure and what parameters are important, and what to do about it.
Simplified site operation can be represented as follows:
- The user came to the site;
- The user follows the links on the page and reads the content;
- The user leaves the site
What are the user's goals:
- Get what he came to the site for;
- Minimize the time and resources spent to get benefits.
What are the goals of the site:
- Give the user what they want in the hope of getting it back in the future;
- Fulfill your goals-registration, order, payment, and getting the user's contact.
This is what analytics is all about.
We need to make the user's path through the site as efficient as possible
Both you and the user need to be able to achieve all the goals on the page that were put in it (you create every page for something, right?).
The most important indicators for you are essentially the following
- How many users came to the site, through which pages and from where (login Page Report).
- How many users achieved their goals on the site (Report on conversions and goals achieved).
Indirect and important indicators are the following
- Bounce rate on pages (Yandex. Metrica treats a bounce as a visit to 1 page in less than 15 seconds).
- The duration of the session. The longer the user stays on the site, the better it is for us (it is interesting to see the statistics of YouTube in this regard or Netflix).
- The number of pages viewed indirectly gives an understanding of the value of the resource for the consumer.
In the same log-In page report, you can view these key behavioral indicators.
Your whole job is to regularly measure metrics in Yandex. Metrica, make hypotheses about what to improve on your site, implement them, and re-track your metrics.
Here is the minimum knowledge base to start monitoring web analytics. Everything else is fine for web analytics specialists. You just need to know what you need to get out and how to work with it.
Of course, a deeper understanding of the reports will not hurt, but it is important not to forget about the general direction, delving into the details.
If you want to dig a little deeper into analytics, then study the following topics
- Working with segments - you can analyze not all traffic, but a cross-section, for example, of users who were on a particular page.
- Setting goals-determining what goals can be in Yandex. Metrica, how to add complex goals, and setting the goal value.
- Working with link maps and web visor-analyzing specific pages and visits. Allows you to understand how users act on the site.
- Search for technical problems in Yandex. Metrica, for example, you can tell by the failure rate on which devices your site is not working well.
- Analysis of the effectiveness of traffic sources - we look at where the user comes from, what keywords, what advertising creatives, and how effectively they work on the site (goal achievement, segmentation by sources).
Here it is important not to drown in the total mass of data. First, take 1-2 indicators (attendance and goal achievement) and analyze only them.
As new questions arise (I wonder where users come from), start digging deeper.
Start not from the capabilities of the Analytics tool (there are a lot of them and do not try to find the bottom), but from the questions that arise. Formulate the right questions and make the experts look for answers to them.
Constantly ask yourself the question 'What else do I not know about the product?'. And gradually find answers to them. This is how you build your Analytics system.
Who are these users? Where did they come from? What are they looking for on my site? How do they get to such and such a page? Why don't they click on this button? On which devices is the site inconvenient? Where does the user go after my site? When the site is less than the total activity and why? Which cities have the most active audience?
Lots of questions. Over time, they will become more sophisticated. But do it gradually, don't try to embrace the vast.
This concludes the series about site promotion. There was no goal to create a comprehensive guide to promote the site. The main task was to create a proper understanding of this issue and give a general structure for the promotion of the site.
I know from my experience that most people who are trying to do something online, create their own platforms, are very far from this topic and do not even have basic concepts in the field of promotion and formation of a platform. I hope that our little guide will help at least minimally close this gap.
If you liked this series of articles, please support us by reposting or sending information about the articles to those who may need it to promote the site. If you have any questions, you can write in the chat on the site (at the bottom right).
Previous article in the series 'External promotion of the marketplace. Working with other sites to increase the traffic of the marketplace'
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