Olvasson a kattintások között!
Figyelje meg, hogy a látogatók miként járják be weboldalát! Kiderül, mi az, ami működik, és mi az, ami nem. Ha elemezzük, hogyan navigálnak a látogatók weboldalainkon, javíthatunk vevőink kiszolgálásának minőségén, és vonzóbbá tehetjük webes profilunkat.
Ma már gyerekjáték annak nyomon követése, honnan érkeznek a látogatók egy website-ra, annak mely oldalait milyen hosszan nézegetik, illetve hogy mire kattintanak - ön is próbát tehet, például a Google ingyenesen (és magyarul!) elérhető Analytics nevű alkalmazásával, ami pofonegyszerűen bármely website részévé tehető.
Az első, "hogy kerültek a honlapomra látogatók Finnországból?!"-jellegű meglepetések után érdemes alaposan kielemezni a statisztikákat. Öt elem, amire különösen érdemes odafigyelni:
► A legnépszerűbb lapok: az oldal leggyakrabban látogatott lapjainak összetételét elemezve fényt deríthet rá, hogy a látogatók milyen információra számítanak. Ahhoz, hogy hatékonyabbá tegye weboldalát, érdemes ezeket a tartalmakat kiemelni, kevesebb kattintással elérhetővé tenni, vagy valamilyen módon "előnyben részesített" tartalomként feltüntetni.
► A legkevésbé látogatott lapok: weboldalának forgalmából az is kiderül, hogy mely lapok a fekete bárányok. Ha egy lapot nem sokan látogatnak, érdemes rajta elgondolkodni, mi lehet ennek az oka. (Nehéz megtalálni, túl lassan tölt be, vagy csak kevés látogatónak érdekes?)
► Forgalmi mintázatok: tanulmányozza azt az időtartamot, amit a látogatók az oldalon töltenek, és azt is, hogyan navigálnak rajta. Ezzel egy-egy olyan szerkezeti elemre is rálelhet, ami a felhasználóknak beválik, és ezt máshol is hasznosíthatja az oldalán.
► Telefonos és e-mailes kérdések. Ezekről természetesen nem az online statisztikákból értesülhet - ennek ellenére fontosak, hiszen, adott esetben pont az online felület hibái, ügyetlenségei folytán az alternatív kapcsolatfelvételi módokon jelezhetik a látogatók, hogy a webes profil mely részeit kellene még továbbfejleszteni. Többen tesznek fel hasonló kérdéseket? Lehet, hogy itt az ideje a GYIK (gyakran ismételt kérdések - a szerk.) oldalak korszerűsítésének! Gyakoriak a termékek részletei után érdeklődő kérdések? Világosabbá kellene tenni a termékleírásokat.
► Vásárlói visszajelzés: használhatja arra is a weblapot, hogy tevékenysége hatékonyságáról szerezzen be visszajelzéseket, némi online piackutatás segítségével.
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