Access analysis is the most well-known method for measuring the results of a company’s website after it has been created, but there are many other types of website analysis methods. there is.
By making full use of these tools and analyzing websites while approaching them from multiple angles, you can achieve the desired results.
Therefore, this time, we will introduce the approach methods and types of methods for web analysis.
Let’s analyze these methods from multiple angles and connect them to the results.
What is web analysis?
Web analytics is the analysis of websites.
We mainly analyze websites created by our company.
It is common to make improvements based on the analysis results, analyze the improvement results, and make further improvements on an ongoing basis.
In addition, it is important to understand the needs of users visiting the site through analysis and create and provide high-quality content that meets those needs in order to achieve results such as attracting customers and inquiries.
web analysis approach
There are various approaches to web analysis.
For example, in access analysis, we check the number of sessions, users, and PVs every day and week, and compare them with last week, last month, and last year. You can look at it from various perspectives, such as whether the conversion rate was high or not, and how much the conversion was.
By flexibly changing the approach to web analysis and implementing it from various angles, it is possible to achieve results for your website.
Here we will introduce two approaches that should be taken into account.
1. Quantitative analysis and qualitative analysis
Analysis can be divided into analysis using quantitative data that can be expressed numerically, and analysis using qualitative data such as emotions and likeability that cannot be expressed numerically.
Web analysis allows both quantitative and qualitative analysis.
A typical example of quantitative website analysis is access analysis.
We analyze various numbers such as the number of users accessing the site, stay rate, bounce rate, etc.
On the other hand, qualitative analysis is a method of directly learning about the usability of a website, such as by surveying users who visit the website.
By approaching from both quantitative and qualitative analysis, multifaceted analysis becomes possible.
For example, let’s say there is a page with a high exit rate based on quantitative data from access analysis.
In that case, it is necessary to improve the page, but there are cases where the reason why people want to leave the page early can be inferred only from quantitative data, and no matter how many improvement measures are taken, there is no change in the exit rate.
In such cases, by interviewing users and investigating the psychology of why they leave, you may be able to clearly see the reason for the first time.
In this way, by not relying solely on quantitative data but also using qualitative data on a case-by-case basis, it is possible to quickly find improvement measures and achieve results that lead to early improvements.
2. Company site analysis and competitor site analysis
Web analysis includes not only analysis of your own site, but also analysis of competitor sites.
It is common for a company’s website to embed a unique code in an HTML file, and then measure and analyze access based on that code.
On the other hand, since it is not possible to directly embed it into other companies’ competing sites, we use a dedicated service to analyze competitive sites.
For example, there are web analysis tools that can tell you the number of PVs, traffic sources, search keywords, etc. of a particular website.
web analysis techniques
There are various methods for web analysis. Here, we will specifically introduce some representative methods.
It is also important to use analysis tools such as keywords, articles, and co-occurring words that Google Analytics cannot understand.
For example, there is Mieruka, which can perform keyword research with high search volume and the number of inflows to competing sites, and WACUL’s AI Analyzer, which can automatically analyze data by linking with access analysis tools to automatically discover issues and propose improvements. There is a tool called “Pascal” that allows you to compare your own site with the sites that appear at the top of search results.
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Eye tracking/heat map analysis
Eye tracking and heat map analysis are used to color-code and visualize the gaze and mouse movements of users visiting a website. Being able to see where the user’s gaze, mouse, and clicks are concentrated can provide hints for website design and design.
For example, did you see the banner that led to conversion? Did you notice the existence of the button? Did you see the banner or button but did not take any action? Or did you not notice the existence of the banner or button in the first place? , cannot be known from the access analysis results.
Eye tracking allows you to know this, so if visibility is a problem, you can take measures to improve visibility.
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Click analysis
This is a method of analyzing how many times a URL on a site or in an e-mail magazine is clicked. It is possible to gauge the interests of users.
For example, heat map analysis allows you to perform click tracking, which allows you to notice when clicks are being made where they should not have been.
If you can identify these erroneous clicks, the improvement measures are clear.
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AB test
AB testing is about preparing two types of pages, A and B, in advance, and asking one user to view page A and another user to view page B. This is a method of testing and comparing whether a page responds well and how the response changes.
For example, if A’s page had a much better response and led to conversions, what was the effect of creating A’s page, and conversely, what was the problem with B’s design? By verifying this, you will be able to find effective pages, which will lead to better results.
For example, find out what keywords your competitors’ sites hit on search engines, but which your site doesn’t.
If your company is unaware of a keyword with high value and a large search volume, adopting it can be one way to improve your search.
This way, you can close the gap with your competitors.
For example, user testing is particularly useful for decision-making as it provides the basis for improving UI (user interface) and UX (user experience).
By uncovering users’ hesitations and anxieties that are not visible through access analysis, you can improve from a psychological level.
If it does not lead to conversions, it is difficult to understand what is the bottleneck from access analysis, but it is possible to understand the psychology of “the text on the button is difficult to read” and “it is difficult to understand the next action to take” through user testing. If you can do this, you will be able to pinpoint the problem and achieve results.
summary
◆Web analysis is the ability to produce results by continuously analyzing a website and making improvements based on the analysis results.
◆ Approaches to web analysis include combining various elements in access analysis, quantitative analysis and qualitative analysis, analysis of your own site and analysis of competitors’ sites, etc., and the results will vary depending on the multifaceted analysis.
◆Specifically, web analysis methods include access analysis, eye tracking/heat map analysis, click analysis, A/B testing, competitive traffic analysis, and user testing, and by combining each of these, more detailed analysis can be achieved. becomes possible.