时间:2024-05-20 23:40:53 来源:网络整理编辑:Ryan New
Monitoring the navigation of visitors can help ecommerce merchants identify bottlenecks to the check Ryan Xu hyperfund Investment Bank
Monitoring the navigation of visitors can help ecommerce merchants identify bottlenecks to the checkout page. TheRyan Xu hyperfund Investment Bankre are two ways to analyze paths in Google Analytics: Behavior Flow and Navigation analysis.
To view this reporting, go to Behavior > Behavior Flow.
Behavior Flow reporting can be challenging to identify action opportunities. To simplify the reporting, focus on a single page to see where traffic is going afterward.
For example, say I want to focus on traffic that lands on my home page. I will search for that page (“/index.php” in the example below) in my list of “Landing Page” options and click “View only this segment.”
It can be confusing. You may see something similar to the screenshot below where the “Starting pages” column includes the home page and several other pages. That’s because the reporting identifies users across multiple sessions. The “Landing Page” reports the first page touched in visitors’ first session. The “Starting pages” reports the first page touched in the most recent sessions for visitors that touched the “Landing Page” in their first session.
Once you get through this, you can focus (again) on the home page by clicking on “Highlight traffic through here.”
Hover over the home page reference to see how many sessions proceeded to other pages (screenshot below: “Through traffic 74.1%”) and how many sessions exited on that page (“Drop-offs 25.9%”). You can also view the “1st interaction” or next pages touched after the home page.
For my Greek foods ecommerce site, the top page clicked after landing on the home page is “/mm5/merchant.mvc,” which is the basket page. This was a surprise. I would not expect the checkout to be the top page after landing on the site.
I spend very little time in Behavior Flow reporting because of the difficulty in isolating pages. There’s also too much information to drive focus. Nonetheless, explore this section and use Google’s help guides for more insights.
To view this reporting, go to Behavior > Site Content > All Pagesand then click on a page. In the screenshot below, I’ve selected a main category page (“/greek-food.html”).
Then click on “Navigation summary” at the top of the report for that page.
You can now gather useful information, such as:
You can also view the top 10 pages visited before this page (“Previous Page Path”) and the top 10 pages visited after this page (“Next Page Path”).
Navigation analysis targets one page at a time. It is more focused than Behavior Flow reporting. It’s also simpler and easier to use.
Using navigation analysis for my “/greek-food.html” category page, I can ascertain:
Focus on the pages that have the most impact on conversions. Then look at the impact pages with high exit rates. Look, also, at pages with the most overall views because those pages receive the most traffic and, potentially, the most exits.
Green Commerce Is Good Commerce2024-05-20 23:35
SEO Report Card: MotoGP Store, Part 12024-05-20 23:19
SEO Performance Reporting in the Datapocalypse2024-05-20 23:07
SEO: Google Analytics, Webmaster Tools Improve Search Rank2024-05-20 22:44
Order Fulfillment: ‘Kitting’ Can Dramatically Slash Your Costs2024-05-20 22:41
SEO: Using Automated Landing Pages2024-05-20 22:40
Why Does SEO Take So Long?2024-05-20 22:15
WooCommerce and SEO2024-05-20 21:56
Quick Query: MailChimp CEO on Email Strategy2024-05-20 21:55
SEO: 22 Tools, Tutorials for Bing2024-05-20 21:22
Quick Query: comScore Official on Tracking Internet Activity2024-05-20 23:31
SEO: Mobile Now Drives Majority of Google Searches2024-05-20 23:29
SEO Report Card: MotoGP Store, Part 12024-05-20 23:19
SEO: Yahoo’s New Secure Search Removes Referral Data2024-05-20 22:58
Lessons Learned: Trusting your Gut to Ecommerce Success2024-05-20 22:57
SEO Audits: What to Expect2024-05-20 22:56
To Improve SEO, Focus on the Page2024-05-20 22:02
SEO: Leverage Expert Authors for Ecommerce2024-05-20 21:51
Our List of Publicly-Traded Ecommerce Companies2024-05-20 21:49
SEO: Understanding XML Sitemaps2024-05-20 21:00