Nowadays, with the rapid development of the Internet, various products emerge one after another. From the beginning, we did some specific functions to meet the specific needs of users, and now we have done a lot of analysis of user behavior and improved user experience. Our purpose is only one: to let more users use our products.
User behavior analysis and user stickiness are the things that people who make products are most concerned about, because it is related to what our "children" will eventually grow up to be. So what should we do about the development of "children"? How to do user behavior analysis? What can I do to keep users using your products?
First, what is user behavior analysis?
If you want to do anything well, you must first understand it, and then you can better control it. So how do we know the market performance of a product clearly? This requires us to analyze the user's use behavior of the product. So what is user behavior analysis? Through Baidu search, we know: "User behavior analysis refers to the statistics and analysis of relevant data when obtaining the basic data of website access, so as to find out the laws of users' website access, and combine these laws with network marketing strategies, so as to find out the possible problems in current network marketing activities and provide a basis for further modifying or re-formulating network marketing strategies. "
The above is just one of many situations-user behavior analysis for websites. So, in the current Internet industry, how to redefine user behavior analysis for thousands of products? What is redefined user behavior?
1, to analyze user behavior, we must first determine the characteristics of user groups;
2. User's utilization rate of products. Website products are mainly reflected in click-through rate, click volume, visit volume, visit rate, visit module, page stay time, etc. Mobile application products are mainly reflected in the download volume, frequency of use, use modules and so on;
3. Time for users to use the product. For example, when do users basically use products every day?
To sum up the above points, in fact, user behavior analysis can be regarded as: user behavior analysis is to collect, sort out, count and analyze all data (including download volume, usage frequency, access times, access rate, retention time, etc.). ) In the process of users using the product, and provide strong data support for the subsequent development, optimization or marketing activities of the product.
Second, what are the methods to analyze user behavior?
Since we are analyzing the user's behavior, how do we analyze the behavior after getting the data? What are the analysis methods? This paper mainly analyzes it from several dimensions: mode, emphasis, advantages and disadvantages. Where on earth should we start?
Let's talk about the way of user behavior analysis:
1, website data analysis. Through the data capture and analysis of the click rate, click volume and visit volume of each module;
2. Basic user behavior analysis. User access retention time, access times, etc. ;
3. Analysis of relevant survey data. Mainly related recommendations on e-commerce, you may like it and so on. ;
4. User attribute and habit analysis. Analyze user attributes and user habits. User attributes include gender, age and other inherent attributes; User habits include user's preference, traffic habits, access habits, etc.
5. User activity analysis.
To sum up, it can be summarized as: data analysis orientation, product design feedback orientation and user survey orientation.
Through the above analysis methods, we need to sort out the analysis focus of each method. So, let's talk about the key points of user behavior analysis, mainly as follows:
1, website data analysis focus: data monitoring, mining, collection, collation and statistics.
2. The focus of user basic action analysis: statistics of user basic information, such as gender, age, region, etc., and analysis of user groups;
3. The focus of correlation analysis: analyzing data to provide data support for precision marketing;
4. Pay attention to user activity: mainly analyze the frequency of users' use, and find out why users like to use this product.
3. What are the tools for user behavior analysis? How to do a good job in user behavior analysis?
Sharp tools make good work. We know what we need to do, so what tools should we use to improve efficiency?
1, Baidu webmaster statistics. Website traffic statistics, user visit statistics and page visit statistics;
2. Statistical tools such as 2.Cnzz and Google Analytics;
To do a good job in user behavior analysis, in addition to doing a good job in data analysis and processing, we also need to have a heart to grasp the psychological characteristics of users and know their real thoughts. Only in this way can we make an accurate analysis.
Fourth, after collecting user behavior data, how to use it to improve user stickiness?
The data itself is objective, but the interpreted data must be subjective. So how do we use these data for my use?
1. Display the website operation through various data and adjust the website operation strategy;
2. Analyze and optimize product functions through users' operating habits. (make users more comfortable to use, that is, user experience);
3. Expand products through correlation analysis and tap the value of products (maximize the release of users' desires or needs), that is, operation promotion, user experience and personalized mining.