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為什麼要用Google Analytics?

一般人對行銷網站原有的瞭解是,網站要的無非就是流量,所以才會有這樣的疑問,為什麼不是單純的紀錄網站流量變化,為何要使用Google Analytics這樣看起來有些複雜的軟體?“Nothing more than traffic” should be the general understanding of online business.  Therefore an issue arises, “why not simply record traffic changes, and why should we use Google Analytics, a tools that look somewhat complicated?

比較簡單的回答可以分兩部份:

  1. 就因為網站要流量,所以可以透過 Google Analytics 來研究「如何」增加網站流量,而且希望是有效的流量!
  2. 從另一個方面來看,可以分析網站資料的軟體或服務很多,不過 Google Analytics 正好是個「免費」而且擁有相當分析能力的服務。

深入來談流量,可以從一個簡單的問題開始:網站流量大就代表達到設置網站的目的嗎?答案當然是不一定。

純粹想增加流量,投入金錢進行網路廣告往往就可以,但既然是行銷,而且是網路行銷,思考的重點就是「如何用經濟的預算達成行銷目的」。

假設網站增加了許多訪客,但卻未必達成網站的目的(例如產品銷售,網路票選…),原因可能是被廣告或其他誘因帶進網站的訪客:

  1. 發現自己被廣告騙了(廣告呈現的文字與網站內容不符)而馬上離開
  2. 產品不符需要而離開(同時順便去網路上找其他競爭品)
  3. 價格不滿意(同時順便去網路上找其他更便宜競爭品)
  4. 嫌訂購方式太麻煩而離開
  5. 只是進來參考網站設計
  6. ….其他不勝枚舉的原因

既然同意有流量未必等於達成網站目的,那Google Analytics在這方面能提供什麼資訊呢?

  1. 分析訪客到達後馬上離開的比例(所謂「跳出率」),如果可能是廣告文案差異所造成的,也能追蹤是投放在哪邊的廣告文案不妥。
  2. 分析訪客最常由哪個網頁離開網站(產品介紹、價格或優惠方案),從而可以改進或加強該網頁的資訊或內容,加強訪客購買(或完成網站目的)的意願。
  3. 找出訂購流程中,訪客最常在哪個步驟停止完成訂購流程(或其他網站目的流程),從而改善該環節。
  4. 對於喜歡進來參考網站設計的流量,雖然不至於將訪客擋在網站外,卻可以在必要時從分析資料中排除,以免影響正常判斷。

如果網站的設計已經很不錯,為了達到較高的網路使用者涵蓋率,而決定在各種不同的網路媒體投放廣告,那麼您知道哪邊投入的廣告預算達到較好的效果嗎?能得知對於網站而言,能達成網站目的(銷售、市場調查、票選…)的主要族群都在哪些網站活動嗎?進來的訪客都從哪個搜尋引擎找到我們?訪客使用搜尋引擎找到我們的時候到底輸入了哪些關鍵字?

沒錯,對於這些問題,Google Analytics也能夠提供答案,在不斷的「測試、分析」循環下, Google Analytics(及其他類似分析軟體)能讓有限的預算發揮更好的效益。

類似Google Analytics這類分析軟體能提供的資訊當然還很多,想解決問題,首先就得發現問題所在,而Google Analytics就是幫助網站發現問題的工具,而且是免費的工具,如果預算不多,用不起更高檔的分析軟體,想進行網路行銷當然得用它。

 

相關課程:

網上商店課程

The answer would be divided into two parts:

  1. Since website requires traffic, you can study how to increase the traffic through Google Analytics and you want those traffics are the effective ones.
  2. From another point of view, there are tons of data and service of web analysis, but Google Analytics is a “free-of-charge” service with considerable analytical capabilities.

To talk about traffic in depth, you can start from a simple question:  Does large website traffic means that you have achieve the goal of establishing the site? The answer, must be “not really”.

If you solely want to increase web traffic, invest money on Internet advertising.  But since it is a business, and it is online business, focus on “how to achieve marketing goal within budget.”

Assume that your website has an increase of visitors, but this increase is not achieving its establishment goal (such as product sales, online voting), those visitors can be bought by the lure of advertisements and other reasons, in which they probably:

  1.  find  themselves cheated by the ad (ad description does not match the site content) and leave immediately
  2. find product does not match their needs and left (and gone searching for other competitive products on the web)
  3. find prices not satisfying (and gone searching for cheaper competitive products on the web)
  4. troubled by the complicated purchasing steps and leave
  5. are checking out the website’s design only6 ….. more reasons unfavorable to mention

If agreed that web traffic may not be equal to the establishment goal, then what information can Google Analytics provide to help?

  1. Analyze the reason why visitor come and go right away (known as “bounce rate”), if it is caused by the context of the ad, track its delivering source
  2. Analysis from which pages do most visitors bounce (product description, price or offers), which you can improve or enhance the information or the contents of the page, in order to strengthen visitors’ willingness to purchase (or achieve website establishment goal).
  3. Identify from which step do most visitors stop at while purchasing (or other website establishment goals), thereby improve such steps.
  4. For the traffics for those visitors who only come checkout your website design, even though you cannot stop them from visiting, you may excluded them from your analysis to prevent wrong judgment.

If your website is designed very well already and in order to achieve higher coverage rate of Internet users, you decide invest ads into various web media, do you know exactly where you can spend your budget effectively?  Do you know which web media does your target customer spend time on?  Which search engine does your visitor find you?  What keywords search do visitors use to reach you?

Right, Google Analytics is able to provide answers for these questions. In the cycle of continuous testing and analyzing, Google Analytics (and other similar tools) allows an effective use of limited budget.

Of course, there are a lot of analytical tools like Google Analytics.  But if you want to solve the problem, you should identify the problem first.   Google Analytics is a tool to help identifying problem occur in your website.  It is a free tool.  If your budget does not allow you use high-end analytical software.  You should really use it for your online business.

 

Related Course:

e-marketing course

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