The total number of visits can hide different behaviors. Comparison of sources, devices and types of content helps to identify where users find the answer and where they encounter difficulty.
The total does not show the whole story
A short visit to the phone number page does not have to mean the same as abandoning a multi-stage process. The interpretation requires knowing the task of the view.
Start with simple groups that can be justified. These can be subpages of offers, manuals and realizations or traffic on phones and computers. Do not create many small divisions if the data is too little to make a meaningful comparison.
Compare Similar Situations
When analyzing sources, also check the input pages. The difference between the campaign and the search may be partly due to the fact that it leads to other materials. Without this context, the problem of the site itself can easily be attributed to the channel.
For example, advertising is directed to the consultation form and organic movement is mainly addressed to the guide. Comparing the percentage of messages sent without meeting these objectives will be insignificant. Both paths need to be assessed according to their role.
Search for signal to check
If important action is clearly performed on phones less often, go to this path on a small screen. The problem may be the layout, message, speed or other context of the visit. The data indicates the place to analyze, but not always give the reason.
When comparing note:
- the range of dates and the definition of groups;
- number of observations and measurement limitations;
- the parties to the entry and the tasks of the recipients;
- technical changes during the period considered;
- the hypothesis and the way in which it is verified.
Do not draw conclusions about specific persons
The traffic report is used to evaluate the operation of the website. Aggregated data does not entitle you to tell the identity, intentions or characteristics of a single client. Keep the measurement range appropriate to the purpose and adopted privacy rules.
Once the hypothesis is checked, write down the result and the decision. Then the next report can show if the amendment has solved the identified problem. structure of the statistical report and difference between movement and page effect.
