亿彩网

一步步教你分析网站数据

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DAOYU:NISHIFOUCENGJINGMIANDUIZHEYIDADUIWANGZHANSHUJUHAOWUTOUXU?NISHIFOUCENGWEIXUANZENAXIEYEMIANJINXINGCESHIGANDAOJUQIBUDING?RANGLukeLAIGAOSUNI,RUHEYOUXIAODILIYONG“GUGEFENXI”ZHIDAOSHEJIHEYANJIUBA!

用户体验,分析至上(一)

索菲亚【译者注:为了更接地气,以下称为“小红”】正在和她的客户讨论可用性测试的项目,她已经迫不及待地要开始了。然而唯一尚未解决的问题是,他们对于测试什么内容和着眼于网站的哪个部分持有不同的观点。小红的客户对他们的顾客很了解,但是小红拥有多年用户体验的研究经验,没有任何迹象表明小红和她的客户可以达成一致的意见。于是小红把注意力转向了数据分析,希望能深层次地洞悉人们到底是如何使用网站的。

可用性测试和数据分析是一对无敌好搭档,它们让亿彩网更多地了解用户,跟踪亿彩网的目标,解决意外的问题。说到解决问题,数据分析告诉亿彩网哪些页面或者流程正在给用户造成麻烦,哪些领域需要亿彩网在可用性测试中重点关注。接下来,可用性测试会告诉亿彩网为什么用户会表现出某些特定的行为。在这两者之上,亿彩网可以为网站拥有者提供重点明确、针对用户的建议。

ZAIXIAOHONG(HEXUXUDUODUOYUZHIXIANGSIDEYONGHUTIYANCONGYERENYUAN)DELIZIZHONG,SHUJUFENXINENGJIELUYONGHUDAODISHIZENMEFANGWENWANGZHANDE。SUIRANXIAOHONGHEKEHUZAIYONGHUTIYANHUOGUKEFANGMIANDEJINGYANKENENGRANGTAMENDUIYUCESHISHENMEYOULEBUCUODEJIASHE,DANDUIYURENMENSHIRUHEFANGWENWANGZHAN,SHUJUFENXIZHANSHIJITAMENDESHIGENGWEIQINGXI、WUPIANJIANDEFANGSHI。

DUIYURENHEXIWANGTONGGUOXUEXIYIXIEJIANDANDEGONGJULAIDUDONGSHUJUDEREN,SHUJUFENXIKEYIBANGZHUNI:

ZAIZHEILIANGPIANXILIEWENZHANGZHONG,WOJIANGHUIJIESHIRUHELIYONGSHUJUFENXILAISHIBIEYONGHUYOUWENTIDEDIFANG,YIJIWANGZHANDENAXIEDIFANGHUICONGKEYONGXINGCESHIZHONGSHOUYIZUIDUO。

BENPIANWENZHANGDEZHONGDIANWEI——SANGESHIBIEWANGZHANWENTIDECANSHU:TIAOCHUHETUICHULV(bounce and exit rate),YEMIANPINGJUNSHIJIAN(average time on page)HEMUBIAOJIAZHI(page value)。

ZAIDIERBUFEN,YICAIWANGHUIJINYIBULIYONGZHEIXIECANSHULAISHIBIEdrop off points,RANHOUYICAIWANGHUISHENRUDAOSHUJUFENDUAN(segmentation)LAIHUOQUEWAIDEXIJIEXINXI。

辨认问题网页(组)

ZUOWEIYIMINGZIYOUZHIYEZHEHEYONGHUTIYANZIXUNSHI,WOYUGEZHONGGEYANGBUTONGLINGYUDEWANGZHANHEZUOGUO,QIGUOCHENGFEICHANGYIZHI,ZONGSHIYISHUJUFENXIWEIKAIDUAN。ZUIKAISHIWOHUIQUBIANRENMEITIANYOUDUOSHAOYONGHUFANGWENZHEIGEWANGZHAN,NAGEYEMIANZUICHANGYONG。ZHEIHUIJIWOYIGEDAGAIDEGANJUE,ZHIDAORENMENSHIRUHEFANGWENZHEIGEWANGZHANDE。RANHOUWOHUIJINXINGXIAYIBU:BIANRENQIANZAIDECHUWENTIDELINGYU,JIERZHIDAOWODEYONGHUTIYANJIANYIJIANGHUIZHEZHONGZAINAYIKUAI。

ZONGTILAISHUO,WOHUIGUANCHASANZHONGLEIXINGDECANSHULAIBIANRENWENTISUOZAI:

跳出和退出率(Bounce and Exit Rate)

TIAOCHULVHETUICHULVSHILIANGGEKENENGZAOCHENGHUNXIAODECANSHU。TIAOCHULVSHIZHIFANGWENLEWANGZHANDEYIGEYEMIANDEYONGHUDEBILI:ZAIYIGEYEMIANDENGLU,DANSHIMEIYOUQUFANGWENRENHEQITAYEMIANJIULIKAILEWANGZHAN。【YIZHEZHU:GUGEGUANFANGJIESHIWEI“TIAOCHULVZHIDANYEFANGWENCISHU(JIFANGWENZHECONGRUKOUYELIKAIWANGZHANERWEIYUWANGYEHUDONGDEFANGWENCISHU)SUOZHANDEBAIFENBI”。】TUICHULVSHICONGYIGEYEMIANLIKAILEWANGZHANDEYONGHUDEBILI(TABAOKUOLENEIXIEZHIQIANZAIGAIWANGZHANLIULANLEQITAYEMIANDEREN)。【YIZHEZHU:GUGEGUANFANGJIESHIWEI“TUICHUBAIFENBIZHICONGMOUGEHUOMOUZUTEDINGWANGYETUICHUWANGZHANDECISHUSUOZHANDEBAIFENBI”。】

BIANZHEZHU:SHUYUKENENGYOUSUOBUTONG,YISIXIANGJINJIKE。JIYIZHEDEXIXINDIANZAN!

RUGUOWOFAXIANLEWANGZHANDEYIBUFENCHUXIANLEYIGEHENGAODETIAOCHUHUOZHETUICHULV,WOHUIZUOSHANGBIJI,YIFANGMOUXIEYEMIANDESHENMEDONGXIZAOCHENGLEYONGHUDELIKAI。YIGEYOUZHEGAOTIAOCHULVDEYEMIANKENENGSHUOMINGZHEIGEYEMIANSHANGDENEIRONGBUSHIYONGHULAIDAOZHEIGEYEMIANSUOQIWANGKANDAODEDONGXI。YIGEGAOTUICHULVDEYEMIANKENENGSHUOMINGZHEIGEWANGYEDAOZHILEYONGHUZAITAMENXIANGYAODELIUCHENGZHONGBANTUERFEI——CONGLINGYIFANGMIANKAN,RUGUOYIGEGAOTUICHULVDEYEMIANSHILIUCHENGDEZUIHOUYIYE,NEIMEZHEIGEGAOTUICHULVJIUBUZAISHIGEWENTILE。

YONGGUGEFENXI(Google Analytics)ZHONGDE“JIAQUANPAIXU(weighted sort)”HUIRANGTIAOCHULVGENGJIAYOUYONG。GENJUGUGEFENXI,“JIAQUANPAIXUBABAIFENBISHUJUGENJUZHONGYAOCHENGDUPAILIE,ERBUSHIXUHAOPAILIE”。JUGELIZI,YIGEYEMIANSUIRANYOUZHE100%DETIAOCHULV,DANZAIGUOQUDEYIGEYUEZHONG,ZHIYOUYIGEYONGHUFANGWEN,RANHOULIKAILEGAIYEMIAN(LINGWAIYIGEGENGDADEWENTIKENENGSHIMEIYOURENHERENFANGWENGUOZHEIGEYEMIAN!)。RUGUOYIGEYEMIANYOU80%DETIAOCHULV,DANSHISHIYIGEZAILIUCHENGZHONGFEICHANGGUANJIANDEQISHIYEMIAN,NEIMEZHEIGEWANGZHANKENENGYINCILIUSHILEDALIANGDESHENGYI。WEILEGENGHAODIWEIYEMIANKEYONGXINGCESHIZUOZHUNBEI,YICAIWANGBIXUBIANRENCHUWENTICHUXIANDEYUANYIN:SHIYINWEIMEIYOURENFANGWENZHEIGEYEMIAN,HAISHIMEIGEFANGWENDERENDOUMASHANGLIKAILEWANGZHAN?

页面平均时间(Average Time on Page)

“YEMIANPINGJUNSHIJIAN”SHIZHIYONGHULIULANMOUGEYEMIANSUOHUAFEIDEPINGJUNSHIJIAN。RUGUOWOFAXIANYOUYIGEYEMIANDE“YEMIANPINGJUNSHIJIAN”HENDI,ZHEIKENENGYIWEIZHEGAIYEMIANMEIYOUYINQIYONGHUZUGOUDEZHUYI。CONGLINGYIFANMIANLAIKAN,RUGUOYONGHUZAIYIGEJIEZHANGYEMIANTINGLIUHENJIU,NEIMEKENENGSHIYINWEIGAIYEMIANGUOYUFUZALE。DANGRAN,SUOYOUDECANSHUDOUBIXUFANGZAIJUTIDEQINGJINGXIAFENXI;RUGUOYIGEBOKEWENZHANGYOUYIGEHENGAODE“YEMIANPINGJUNSHIJIAN”,NEIMEZONGTILAISHUOSHIYIGEHAODEXIANXIANG,YINWEIZHEIKENENGYIWEIZHEYONGHUZHENDEZAIYUEDUZHENGPIANWENZHANG。

LINGWAIYIGEHENGLIANGYEMIANBIAOXIANDEFEICHANGHAODEFANGSHISHILIYONG“YUWANGZHANPINGJUNSHUBIJIAO”DEXUANXIANG。ZHEIGETUHUIXIANSHIMOUXIEYEMIANZAIMOUGECANSHUSHANGSHIBUSHIZAIHENDACHENGDUSHANGGAOYUHUOZHEDIYUPINGJUNZHI。SUIRANZHEIXIEYEMIANRENGRANXUYAOYIYEYIYEDIFENXI,YINWEIBUTONGDEYEMIANYOUYONGBUTONGDEMUBIAO,DANSHIDIYUPINGJUNLIULANSHIJIANDEYEMIANZONGTILAISHUOKENENGHUIYOUWENTI,JIASHEMUBIAOSHIWEILERANGYONGHUJIXUYUEDUDEHUA。XIAMIANDELIZIQINGXIDIBIAOXIANCHU“LIANXI(contact)”YEMIANXIANGDUILAISHUOYOUBIPINGJUNZHIGENGDIDELIULANSHIJIAN,RANER“BOKE(blog)”YEMIANYOUGAOYUPINGJUNZHI80%DESHIJIAN。

ZAICIQIANGDIAOXIA,QINGJINGSHIGUANJIAN。YONGHUKENENGLAIDAOLIANXIYEMIANLAIXUNZHAOYIGEYICAIWANGDEDIZHI,HUOZHELIANXIDIANHUA。RUGUOTAMENCHENGGONGDIZHAODAOLE,NEIMETAMENJIUHUILIKAIGAIWANGZHAN,YINCIJIAODIDEYEMIANLIULANSHIJIANZAIZHEILISHIYIGEHAODEXIANXIANG,SHUOMINGYEMIANHENYOUYONG。YIGE“BOKE”YEMIANSHIYONGLAIXIYINYONGHUDEZHUYIDE,YINCIYIGEGAOYUPINGJUNZHIDESHIJIANKEYIBEIKANZUOSHIYIJIANHAOSHI。

页面价值(Page value)

“YEMIANJIAZHI”SHIYIGEFEICHANGZHONGYAO,DANSHIHENSHAOBEIYONGDAODECANSHU,TAKEYIYONGLAIFAXIANBIAOXIANQIANJIADEYEMIAN。MUBIAOJIAZHI,JIURUTADEMINGZISUOSHI,SHIYIZHONGFUYUYEMIANZHIJIEDEHUOBIJIAZHIDEFANGSHI。DUIYUDIANZISHANGWUWANGZHANLAISHUO,TANARULEGEZHONGGEYANGDEJIAOYISHOURUZONGSHUHESUOYOULEIXINGDEWANGYEDEMUBIAOJIAZHI——ZHEIXIECANSHUDOUXUYAOZAIGUGEFENXIZHONGRENGONGSHEZHI,CAINENGJISUANCHUYEMIANJIAZHI。YIGEGAOJIAZHIDEYEMIANWANGWANGXIANSHICHUTASHIYIGEZHONGYAODEYEMIAN,YIWEIZHEGAIYEMIANZHIDEBEINARUKEYONGXINGCESHIZHONG。

YIGEGAOJIAZHIDANSHIZHANSHICHUGAOTUICHULVDEYEMIANSHIZHIDEZHONGSHIHEGAIJINDE。YIWEIZHEZHEIXIEYEMIANRANGYONGHUZAIHUIHUALIUCHENGDEGUANJIANWEIZHILIKAILE。ZAIXIAMIANDEDELIZIZHONG(YIGEDIANZISHANGWUWANGZHAN),WOTUCHUXIANSHILESANGEYOUZHELEISIDEYEMIANJIAZHIDEPINLEI。KEYIQINGCHUDIKANDAO,“GEXINGHUAWANJU(personalised-toys)”DEYICAIWANGYEMIANYOUYIGEXIANGDANGGAODETUICHULV。ZHEISHUOMINGZHEIGEGAOJIAZHIDEYEMIANZHENGZAIRANGYONGHU“LIUSHI”,BINGQIEYINGGAIZAIWEILAIDEYONGHUTIYANSHEJIGONGZUOZHONGYINQIZHONGSHI。

RANER,DANDUDEMOUGEYEMIANZHINENGZHANSHIBUFENZHENXIANG。“NEIRONGFENZU(content grouping)”ZHEIGEGONGNENGHENZHONGYAO,YICAIWANGKEYILIYONGTALAIGUANCHAWANGZHANDEMOUGEBUFENBIAOXIANRUHE。NEIRONGFENZUKEYIBASHUJUGENJUYONGHUFANGWENDEYEMIANZHONGLEILAIJINXINGFENLEI,YINCISHIFENBIYAO。YICAIWANGKEYIYONGGEZHONGGEYANGDEFANGSHILAIFENZU。BIRUDUIYUYIGEMAIYIFUDEWANGZHANLAISHUO,KEYIGENJUBUTONGZHONGLEIDEFUSHILAIFENZU,KANKANKUZISHIBUSHIBICHENSHANDEYEMIANJIAZHIYAOGAO。

YIDANFAXIANMOUGEYEMIANHUOZHEMOUGEZUDEYEMIANJIAZHIHENDI,XIAYIBUYICAIWANGYAOZUODEJIUSHI:ZHAOCHUBEIHOUDEYUANYIN。ZAISHANGMIANDELIZIZHONG,CHENSHANXIANGDUILAISHUOYOUBIJIAODIDEJIAZHI。WOCAIQUDEDIYIBUXINGDONGSHI,GENJUWODEJINGYANHEPANDUANLI,KANKANZAICHENSHANDEYEMIANSHANGYOUMEIYOURENHEMINGXIANDEYONGHUTIYANHUOZHEJISHUFANGMIANDEWENTI。ZUOWANZHEIGEZHIHOU,WOHUIHEZHENSHIDEYONGHUYIQILAICESHIZHEIXIEGEYEMIAN,LAIKANKANWEISHENMEHUIYOUZHEIXIEWENTI——BINGQIEXUNZHAONEIXIEANHANLEXIUFUFANGSHIDEXIANSUO。

NEIRONGFENZUSHIYIGEFEICHANGQIANGDADEGONGJU,KEYIRANGNIKANDAOWANGZHANDEBUTONGBUFENDEZHENSHIBIAOXIAN。

在实践中利用参数

ZHEIZHISHILIYONGSHUJUFENXILAIFAXIANWANGZHANWENTIDEDIYIBU。ZAIBENXILIEDEDIERBUFENZHONG,YICAIWANGHUIZHEYANYURUHEFAXIANYONGHULIUCHENGZHONGDELIUSHIDIAN,YIJIRUHEBAYONGHUFENLEILAIKANDAOGENGDUODEXIJIEXINXI。

YUCITONGSHI,NICHANGSHIZHELIYONGZAIBENPIANWENZHANGZHONGXUEDAODEFANGFALAIFAXIANKENENGCUNZAIDEWENTI:

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