指标在业务的各个方面都很重要。
This includes your website. To ensure your site is performing well and delivering conversions, you can deploy website traffic analysis tools to identify key trends, prioritize developing patterns, and streamline your site.
So, what does the process of website traffic analysis entail? What benefits does it offer and how does it work? And most importantly, what tools are available to help?
Let’s get started.
Table of Contents
Tools for Website Traffic Analysis
什么是网站流量分析？
网站流量分析是收集和解释关键数据点的过程，这些数据点描述了网站和网站的网络流量。（（网络流量是有关访问您网站的每个用户的信息。）虽然经验法则是流量越多，但仅流量越高就不会总是转化为增加的销售或潜在客户生成。
Web流量分析使用特定的指标分解数据以组织该数据并帮助您理解：
- 谁访问您的网站
- 他们在您的网站上多长时间
- What they’re doing while on your site
- 他们离开您的网站的最明显的原因
When you're equipped with accurate and immediate website traffic data, it’s possible to develop pattern models that identify potential weak points in your web design and inform ongoing development decisions.
好消息是，您可以实bob官网官方网站施许多资源来帮助您的网站流量分析。bob体育苹果系统下载安装接下来，让我们看一下它们的工作方式。
网站流量分析工具如何工作？
网站流量分析tools work by measuring key metrics — datasets that highlight where your site is seeing success and where you may need to make improvements. Here are some common website traffic metrics your tools will likely measure:
流量来源
您的访客来自哪里？他们是通过社交媒体帖子，付费搜索或电子邮件搜索（并查找）您的网站有机或降落在您的页面上？
While total traffic numbers offer a general picture of site success,追踪流量来源有助于确定特定的成功并突出潜在的问题。
For example, here's an example of what a traffic sources report looks like in HubSpot.
pageviews显示用户在您的网站上访问了多少次特定页面。这有助于查明网站上最受欢迎的页面，并允许您将其用作表现不佳区域的模板。访问
该公制显示了总数visits to your site，以及新的访客和返回的访客。虽然这是随着时间的推移显示总增长的绝佳指标，但它并不是销售或潜在客户产生的最佳指标，因为无论您在网站上采取什么行动（或不采取什么行动），从每个来源计算了每次访问。
Unique Visits
唯一的访问可以更好地表明网站成功，因为它仅计算任何用户的第一次（因此也是独特的）访问。即使用户每天返回您的网站，他们的第一次访问也很重要。这可以帮助您将品牌忠诚主义者与潜在客户分开。
Bounce Rate
Bounce ratedescribes the percentage of visitors who viewed any page on your site and immediately left without further interaction.
As noted by商业2社区, the average bounce rate is around 40%, but lower is always better. Website traffic analysis lets you pinpoint (and improve) current bounce rates.
Here's an example of an analysis tool within HubSpot that displays your bounce rate (among other data points):
平均时间为“页面”in combination with source traffic can help streamline your marketing spend.
兑换率
This refers to the number of users that convert before leaving your website.更高的转化率意味着更合格的潜在客户和销售增加 - 但您还需要考虑每次销售的成本。
如果您花费大量资金在广告上，但大多数用户正在快速离开您的网站，即使是正面的转换率趋势也可能不足以抵消您的总支出。
Exit Pages
用户从哪里离开您的网站？理想情况下，你出口页- 意思是，访问者完成购买或表格后，您将通过您的“感谢”页面（或类似的内容）离开您的网站。但是，您的分析表明您的首页是您的最高出口位置，您需要返回绘图板。
网站流量分析有什么好处？
网站流量分析提供了直接影响您网站成功的当前和新兴模式和指标。流量分析有很多好处，但这是三个关键优势。
1。Target Market Development
谁组成你的目标市场？哪些人在您的网站上花费最多的钱，并且最忠于您的品牌？
网站流量分析可帮助您专注于最高转化率和最低跳出率的目标市场细分市场，以帮助您最大程度地提高营销支出。
2。Spend-to-Sales Ratios
Whether it's website design, email, social content, or marketing campaigns, generating conversions requires you to spend money.准确的网站流量指标帮助你u identify areas where your spend isn’t living up to expectations and needs.
3.潜在客户的成功
Are you getting high-quality leads from your registration forms, newsletter signups, marketing campaigns, and inbound content?
网站流量分析可帮助您连接点以确定您的潜在客户生成策略is working as intended or if it requires an adjustment.
Tools for Effective Traffic Analysis
Great website traffic analysis doesn’t just happen — thankfully, there are a host of great tools available online to help measure, monitor, and manage your website traffic.
1。HubSpot CMS
HubSpot CMS提供功能强大且可自定义的网站流量分析工具。与顶级广告系列，潜在客户生成和可自定义的表单工具相结合，HubSpot CMS是您的网站指标，管理和营销的一站式服务。
Start with aCMS Hub14-day试验发现HubSpot可以为您的网站做什么。
What we like:
- 与您的CRM同步，因此当用户访问并与您的网站互动时，联系数据会自动更新
- 提供SEO建议，以提高网站排名及其在搜索引擎上的内容
- Use contact attribution reporting to see which content types, sources, and campaigns are driving the most leads
2。Mouseflow
- Mouseflow让你看到确切地what your visitors see-easily replay the entire visitor experience to identify key pain points and make adjustments that lead to a boost in conversions.
鼠标流量为每月24美元。
What we like:
- 提供热图工具，向您显示访问者在网页上的工作以及他们如何与您的内容互动
- Provides reporting for your contact forms so you can optimize conversions on your site
- 利用会话记录工具观看录制的访问您的网站
3。相似的网络
相似的网络is ideal for tracking your market share with benchmarks, trends, and traffic analysis. It gives you an understanding of what’s working on your site, what isn’t, and how you can improve.
相似的网络是免费的，可用于有限的跟踪和流量结果。
What we like:
- 拥有用于研究关键字和进行竞争分析的SEO优化工具
- 提供用于跟踪付费广告性能的高级报告工具
- Use the affiliate tracking tool to forge powerful partnerships with other businesses in your industry
4。Semrush
竞争对手。Quickly get a sense of what marketing and traffic strategies are seeing the most success and adapt your processes in a similar way.免费尝试Semrush，然后每月支付$ 99。
What we like:
- A very popular tool for tracking all things related to SEO on your website
- Can filter traffic reports by region, so you can detect priority markets all over the world
- 根据其网站流量分析提供详细的受众见解
5。谷歌分析
可以说是免费网站流量分析之王，Google Analytics（分析）可帮助您构建访客偏好的完整图片，同时将关键见解连接到流量结果。
What we like:
- A free tool that's compatible with pretty much any website
- 与其他Google工具（例如Display＆Video 360，Google Ads，Adsense，Admob和Ad Manager）兼容
- 提供各种有见地的报告，例如获取报告，受众报告，转换报告，实时跟踪等等
通过流量分析构建更好的网站
您对流量分析的了解越多，您的网站就越有效和有影响力。配备了正确的网站流量分析工具，您将确定顶级网站页面，跟踪访问者趋势，计算转换率，并确保您的营销支出转化为转换和销售的增加。
Editor's note: This post was originally published in April 2020 and has been updated for comprehensiveness.
Originally published Nov 8, 2021 7:00:00 AM, updated November 08 2021
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