Site analysis. Where to get the data?

    Each decision must be reasoned and justified. In order to have a clear idea of ​​the ways of developing your resource, to create a hypothesis for testing and other similar actions, it is necessary to collect a sufficient information base.

    This article provides the main sources of information about your site. The post does not pretend to be an instruction, but is a selection of different methods for collecting data. In addition, there are no detailed instructions on their use, since all the necessary information is presented on the websites of companies that provide relevant services. In the process of writing, we set ourselves the goal of systematizing and putting together the basic methods of website analysis.

    Quantitative data

    Here are two ways to get them:

    1. Google Analytics

    Use data from analytics services to identify your main sources of traffic and other key metrics. Pay particular attention to your site’s speed, average order value and conversion rate.
    Do an analysis of what exactly your users do on the site. Collect and analyze all the data in order to understand what works and what needs to be changed.

    Analysis of the “conversion funnel” provides excellent information on where you are losing customers. A standard funnel consists of four stages:

    - first contact;
    - decision to purchase;
    - purchase;
    - repeat purchases.

    For each stage, you need to pay attention to specific data:

    - at the first contact stage, you must understand how the visitor found out about your brand and how it got to your site;

    - in the course of making a decision by the visitor, it is worth paying special attention to his behavior on the site, the time spent on each page, quoting and comments;

    - to evaluate the purchase, analyze the size of the order and the average cost of the order;

    - For repeated purchases, it is of great importance where the visitor came to your site from, the frequency of such purchases, their size and composition.

    2. Segmentation

    Universal Analytics is another effective source of data needed to understand how different users interact with your site.

    Many people use segmentation in order to better understand users, and this source makes it easy to collect information about unique and repeat visits, cart rejections, loyal customers, and more.

    Quality data

    Statistics are just one side of the coin. A huge part of the information is in your visitors, and you should get it. You must understand what your customers need, how they evaluate the level of your service, what they lack.

    The main sources of necessary information:

    1. Your support service

    This is the best "internal" source. Support staff, if you have one, communicate with customers every day and receive a lot of different information from them. Use this data, collect and organize it. Highlight the negative and positive points indicated by users, identify the main issues that caused difficulties and use this information to improve your resource.

    The search field serves as some analogue. You should pay attention if visitors often look for functional elements such as “help”, “contacts”, etc. using the search.

    2. Contact customers directly.

    This method requires special care. Direct contact is always an invasion of personal space, and it doesn’t matter if you call or send an email, each time you run the risk of being intrusive. Therefore, the use of this method should be left for the most extreme case and for the most necessary data.

    Think carefully about your appeal and weigh the potential value of the information that you will receive during the study.

    3. Create a poll.

    We already wroteabout how the survey should be. The problems of this method of obtaining information are akin to the difficulties of the previous method.

    There are several options for showing your survey:

    - directly on the site, preferably after purchase or before leaving the resource;
    - when you visit your site again;
    - on the landing page.

    In addition, you can motivate the visitor to answer questions with a discount or other small bonus.

    4. Use the tools

    Activity diagrams and heat maps will provide you with information that will help to understand the behavior of visitors to the site. What exactly attracts their attention, what objects are of paramount importance, what does not fall into their field of vision.

    To get this information, you can use services from Google and Yandex or other services that provide similar services. Such maps are based on tracking the user's mouse movement while visiting your site.

    Data visualization provides a qualitative analysis of the pros and cons of your site. In addition, you can configure these tools in such a way as to receive exactly the information and from the type of users that you need.


    5 Usability testing

    For some reason, this is not the most popular way to analyze a site. Despite the fact that it has a low price and a fairly high accuracy of the results.

    In the domestic market, many companies provide such services. An overview of some of them was given in the article .

    In the course of such testing, real users should be involved, who are initially faced with the task of assessing the convenience and understandability of the site interface. At the same time, of course, there is the problem of “pickiness” that arises when a person is appointed an “expert”, but its influence is not critical.

    The main types of testing:

    Qualitative testingaimed at assessing visitor behavior. It makes it possible to check the operability of functional elements and the degree of their convenience for the user.

    Benchmarking - used to compare key indicators for your site and competitors sites. Such testing is of great value at the stage of product planning in order to avoid the mistakes of your predecessors.

    Cross-cultural testing allows you to evaluate how much your product is adapted for a foreign user. The need for such a procedure arises if you plan to enter foreign markets, or vice versa, adapt their product to the domestic market.

    6. Use experience cards

    The study of user experience takes place in two stages:

    - Where exactly do the users contact your site, how do they get there and what do they expect from your resource?

    - What elements of your site do they interact with and where do you expect to see them?

    This method, in fact, is a synthesis of the two previous ones, but it has a significant difference, which is that at the input of the analysis, not only the current state of affairs is evaluated, but also the expectations of users regarding each stage of interaction with your product are revealed.

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