Part 2 Understanding the website from the perspective of a website analyst
1. Goals of different stages of the website
| website life cycle | ||||
| investment period | growth period | maturity | Recession | |
| financial indicator | New Customer Revenue Growth Rate | Visitor Revenue Growth Rate | ROI | old visitor income |
| user metrics | Petition Section Growth Rate | visitor retention rate | visitor activity | visitor churn rate |
| Operational indicators | Traffic channel growth rate brand coverage |
Efficiency of traffic channels content efficiency |
Secondary marketing is efficient Content update frequency |
Traffic channel retention rate content efficiency |
2. Understand the traffic strategy of the website
1. Traffic channel effect, acquisition difficulty and cost comparison
The strategies for website traffic acquisition are divided into two categories: free traffic acquisition and paid traffic acquisition.
| Free traffic classification and characteristics | Features of paid traffic classification | |
| ① | SEO optimization Traffic effect: larger traffic and higher quality Difficulty to obtain: Difficulty to obtain |
brand advertisement Flow characteristics: large flow, average quality Traffic cost: higher price |
| ② | exchange links Traffic effect: lower traffic, lower quality Difficulty of acquisition: Difficulty of acquisition is low |
paid search engine Flow characteristics: flow is more accurate and quality is higher Traffic cost: Varies according to the purchased keywords |
| ③ | QQ group sending Traffic effect: lower traffic, lower quality Difficulty to obtain: Difficulty to obtain |
Advertising Alliance Flow characteristics: higher flow, higher quality Traffic cost: higher price |
| ④ | Favorites Traffic effect: lower traffic, higher quality Difficulty to obtain: Difficulty to obtain |
EDM advertising Flow characteristics: higher flow, higher quality Traffic cost: lower price |
| Overall features | Traffic growth is slow, cost is low, quality is high, difficult to control, and the later effects are obvious |
The flow rate increases quickly, the cost is high, the quality is unstable, and it is basically controllable and the later effects are poor. |
2. The role of traffic channels at different stages
- Awareness stage: The main purpose is to reach new users and make users aware of the brand. At this time, the exposure coverage rate and ad click-through rate of new users become the main measurement indicators.
- Interest stage: The main purpose is to help users make decisions, so user attention and participation in the SNS community, as well as soft article and press release reading and comments have become indicators that need attention.
- Desire stage: The main purpose is to promote users to make decisions, so it is necessary to pay attention to the quality of guiding users through such channels, as well as the browsing of final information and products.
- Conversion stage: The main purpose is to promote user conversion, so pay attention to the guiding role of such channels in the user's final conversion.
3. Website metadata
Metadata refers to information about information, that is, the attributes that describe the information. Divided into three categories:
- Inherent metadata: refers to the metadata inherent in things and related to the composition of things
- Administrative metadata: refers to metadata related to how things are processed
- Descriptive metadata: refers to metadata related to the essence of things
4. Website page classification
- Navigation page: The main function is to guide and divert users. This type of page itself has no content, only entrances to different content. Usually the first page that visitors arrive at on your website. The focus is on the adjustment rate, exit rate, key content clicks, and page dwell time of navigation pages.
- Functional pages: The main function is to help users complete a specific function and purpose. Usually a link when a visitor completes a task. The focus is on the loss of functional pages, that is, the exit rate of process pages, and the number of visits to the destination page, which represents the conversion rate of users in this function.
- Content pages: The main function is to display and explain specific information. Usually the information content the visitor is looking for. The key entrance to pay attention to content pages is the click situation and the user's stay time on the content page.
5. Key information in website URL
This URL is divided into four parts:
- Part 1: Transport protocol, usually HTTP or HTTPS;
- Part 2: Website domain name
- Part 3: Path, which indicates the level and content classification of the website.
- Part 4: Various parameters, usually recording various key information