Web Site Analiżi - Studju fl-Ħsara Kontroll

Fl-artikolu aħħar tiegħi, "Web Analytics - Getting Huwa Dritt", I diskussa uħud mill-modi qawwija li l-istatistika-websajt tista 'tintuża sabiex ittejjeb negozju eCommerce. Dan l-artikolu kien madwar suċċess. Dan l-artikolu juri li l-ebda kwistjoni kif hard inti tipprova, inti xorta jistgħu jiksbu hija żbaljata. Din hija storja dwar falliment.

Huwa ta 'spiss diffiċli u embarrassing li tammetti l-falliment u xi kultant huwa saħansitra huwa diffiċli li tara, anki meta din d-dritt jinsab quddiemna. Iżda biss billi jeżaminaw il-fallimenti tagħna nistgħu nisperaw li titjieb u l-progress. Nisperaw, dan l-artikolu se jgħin lill-oħrajn jevitaw l-istess żbalji għamilna.

Wieħed iżomm f'moħħu li web analytics mhux dejjem huwa dwar l-għadd tat-traffiku. Fil-fatt, li hija ġeneralment parti żgħira biss minnu. Huwa aktar dwar joffri prodotti u servizzi aħjar, titjib tal-websajt u jagħmel kull żjara l-websajt tagħna ta 'aktar esperjenza pjaċevoli. Huwa wkoll dwar il-bini lealtà tal-klijent u l-kunfidenza.

Dan l-inċident beda meta aħna rċeviet talba biex tikkanċella web site traċċar tas-servizz ta 'kont. Dan jiġri kultant, imma ovvjament, il-kanċellazzjoni hija qatt ma jidhirx mit welcome. Ipprova kif nistgħu, aħna ma nistgħux jogħġbok kulħadd. Allura nitgħallmu li jaċċetta dawn l-affarijiet; huwa biss in-negozju.

Madankollu, hija l-politika tagħna biex tinvestiga kull kanċellazzjoni u jippruvaw jiddeterminaw liema marret ħażin. Ladarba xi ħadd iddeċieda li tikkanċella, m'hemm xejn li jista 'jsir dwar dan. Ikun tard wisq. Kwalunkwe ħsara diġà sar. Aħna nafu li aħna ma jistgħux jirkupraw kont mitlufa, imma aħna dejjem nippruvaw jitgħallmu xi ħaġa li se tgħin biex affarijiet bħal dawn jiġri fil-futur.

L-ewwel ħaġa li għamilna dalgħodu kienet li tagħlaq il-kont kif mitluba u l-ħruġ ta 'kreditu. Aħna mbagħad kiteb lil sid il-websajt u infurmathom li t-talba tagħhom kienet tittieħed kura ta '. Għamilna l-ebda skużi u lanqas ma nippruvaw li jirkupra l-kont. Iżda aħna ma jistaqsu għall-għajnuna biex jifhmu għaliex kienu mhux sodisfatt. Staqsejna ftit mistoqsijiet sempliċi dwar ir-raġunijiet għall-kanċellazzjoni u dak li stajna nagħmlu biex itejbu s-servizz. Talba tagħna went unanswered.

Sussegwentement, ħarisna lejn il-dettalji tal-kont biex tara dak li nistgħu nitgħallmu. Konna ixxukkjat! Dan il-kont kien ġie miftuħ inqas minn 24 siegħa! Mhux anki wieħed sħiħ kuljum. Biex inkun onest, dan stung. Kien kważi personali, SLAP reali fil-wiċċ. Ma kienx tant li kellna mitlufa kont, iżda li ġara hekk malajr. Tali ħaġa qatt ma ġara qabel, dan, hija kienet qawmien rude.

Ladarba aħna jinsab il-kont, stajna "drill down" biex tara kull aspett ta 'żjarat klijent tagħna biex is-sit web tagħna.

Iż-żjara oriġinali ġew minn xi ħadd tiftix għal mod kif jimmonitorjaw it-traffiku fuq websajts multipli. Dan kien indikat mill-kliem ewlieni użat fit-tiftix ta 'l-internet. Fil-jum li għamilna tan-negozju, huma għamlu tliet viżti, ħares lejn paġni 96 u qattgħu medja ta '14 minuta u 7 sekondi fuq kull żjara. Il-medja ta '26 sekondi għal kull paġna huwa daqsxejn twil, iżda l-paġni 96 miżjura huma dak li verament maqbuda għajnejn tagħna.

Wieħed iżomm f'moħħu li dan ma kienx 96 paġni differenti, iżda sempliċement żjarat il-paġna 96. Xi paġni kienu żaru diversi drabi. Paġna tagħna dettall viżitatur listi kull paġna fl-ordni kronoloġiku kif dan iseħħ. Dan tikri us jaraw eżattament liema viżitaturi jsibu ta 'interess u tagħtina xi idea ta' x'qed jiġri fl-imħuħ tagħhom fil-ħin. Keywords u fuq il-paġni jgħidulna liema suġġetti kienu importanti.

F'dan il-każ, viżitatur tagħna marru direttament lill-paġna prodotti biex tara dak li kellu l-offerta. Dawn li jmiss ħares lejn l-paġna tal-prezzijiet biex tara jekk din kienet affordabbli. Huma lura għall-paġna prodotti bl-użu ta 'rabta li diskussi riskju tagħna ħielsa, garanzija ta' flus lura. Għalhekk nafu dan kien konsiderazzjoni importanti.

Huma mbagħad bdiet il-proċess tax-xiri, iżda bidlet moħħ tagħhom u marru lura għall-paġna tal-prezzijiet għall-ieħor tfittex. Minn hemm, huma rritornati lill-proċess ta 'xiri permezz ta' link li tkellmu about a special offer we had at the time. So now we also knew that the offer had appeal.

In fact, our guest made three attempts at buying the product before finally completing the sale. The very fact that they did buy on the first visit is also a bit unusual. Most people shop around and come back several times before buying. But there was not enough time between visits for this to have been the case. But then again, perhaps they had been shopping around before coming to our site. So this alone was not given much weight. It was just something we noted.

Next, our new client followed the usual procedures: going to the login, changing the default password, setting up the account and looking at the reports. From here, the first signs of confusion and uncertainty begin to show.

Our client next went back to the products and pricing pages. Since no links were used from these pages, we are not sure what they were looking for. But they again returned and logged in and tried to look at statistics. A few minutes later, they returned again to the product and pricing pages for another look.

Finally we began to get a hint of what was wrong. Our client now went to the tutorials and features pages, examining at length an article on analyzing the website data. Then back again to the statistics analysis. So now we begin to see that our client was unsure of exactly how to go about gathering and using the information from their website.

From here their confusion seems to increase. They went again to account setup and then to the help pages. They repeated this process several times over the remainder of the last two visits. Finally, they gave up and cancelled the account.

Our next step was to examine our late client’s site setup parameters. We found that certain fields were not set up correctly, confirming our growing suspicions that our instructions were not clear enough. By looking at the pages visited and examining the subject matter of those pages and links, we know that our visitor became frustrated at not being able to see statistics being gathered in real time from their site.

And the most telling feature of all came from examining the client’s web pages. They had never installed the tracking code on the pages so that statistics could be gathered in the first place! And indeed, there were no records from this account in the database.

This made it obvious that although we had sent them the tracking code to be placed on their web pages, we failed to provide guidance that showed exactly how and where to install the code. We failed to explain its importance and how it worked. This was a very basic and stupid mistake.

Most of our clients are pretty tech-savvy, and since we had never had a problem like this before, we had forgotten that not all of our customers are technically proficient. As if that were not bad enough, our whole business was supposed to be focused on the small web sites. It should be obvious that these people were not likely to be technical people.

So what did we learn from all this? First and foremost, our communications were bad. This client never asked for help. But then, no one should have to ask. We should have offered it right from the first, along with an easy link to reach us. We should have made our introduction more personal, giving a sense of friendliness and concern.

We also learned that our tutorials did not answer our client’s questions. Neither did our help files.

Now we have had to re-think our entire presentation and procedures. We have begun a process of updating and rewriting our tutorials and help files, adding video demonstrations and more graphics and examples. We have added help notices in our introductory email to new clients.

Even though it was only one customer out of many, it was a very important customer. They all are, as this quote from Brent Oxley ta 'juri Hesitator:

"One klijent huwa kuntent li jiswew il-piż ta '1,000 konsumaturi sodisfatti f'termini ta' kif dawn jistgħu jaffettwaw in-negozju ġejjieni, sabiex naħdmu biex iżommu bħala nies kuntenti kif nistgħu. Aħna jistgħu jirċievu 500 ittri ta 'tifħir fix-xahar, iżda huwa li l-ittra waħda ta' nuqqas ta 'sodisfazzjon li żżommna up bil-lejl mintix kif nistgħu nagħmlu l-affarijiet aħjar. "

Il-proċess ta 'aġġornament sit tagħna għadu għaddej. Huwa mhux xogħol faċli. Xi punti ġew ikkompletati, iżda se jieħdu xi żmien sabiex tikseb madwar għalihom kollha. Il-websajt hija proċess kontinwu ta 'bidla u titjib. Xejn soġġorni fit-tul l-istess għall-internet fid-dinja. Għamilna l-iżball ta 'jkollna wisq kompjaċenti. Huwa ħa nota ta 'tfakkir ħarxa minn klijent mhux sodisfatt li tistabbilixxi us straight.

Huwa tard wisq biex idaħħlu dak il-klijent lura. Huma marret għal dejjem. Imma forsi nistgħu jipprevjenu tali ħaġa jerġa 'jseħħ. Forsi tista 'tuża n-nuqqas tagħna li tibni fuq is-suċċess tiegħek. I hope so.

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