Web analytics is not easy. You have to study a huge number of indicators, learn to understand what each one affects, and also collect all the results into a big picture. This can be done by an SEO specialist or a web analyst who understands these things more deeply.
SEO
Before you figure out what failures are in Yandex. Metrica, you need to start with the main specialization, which collects such parameters.
SEO is an abbreviation that translates from English as "search engine optimization". This term describes a set of measures to promote a site in search results. Simply put, an SEO specialist is engaged in the fact that after developing a commercial resource, it improves its position in the search results.
Why do you need to do this? It should be understood that a huge number of people around the world often resort to online shopping. Hence, a serious competition between different sites has arisen. But now to get attentionthe user, it is not enough to develop a convenient resource with a clear interface.
Seoshniki are working on usability, resource content and audience analysis. It is not always possible to do this yourself, since the resource can be very large. Therefore, all stages of search engine optimization can be distributed among narrower specialists.
Thus, the team can acquire a content maker, analyst, SMM specialist, optimizer, etc. Perhaps all of them will understand what Yandex. Metrica failures are, but it is the analyst who will deal with the indicators best of all.
Web Analytics
This is one of the stages of search engine optimization, which can last the entire life of the resource. Large online stores have several analysts at once who could produce results for various indicators. Sometimes it is enough for a resource to acquire one competent "seoshnik".
Web analytics is the process of collecting data, analyzing information about resource visits. The results of such a measurement system help to improve and optimize the site.
The task of web analytics is to check website traffic. In this way, you can get data about the audience, draw up several portraits of consumers in order to redirect trade in the proper direction in the future. Also, the analyst can monitor the behavior of the resource visitor. Thus, you can understand which elements are superfluous and what is better to replace or improve on the page.
Some analysts work with online promotion budget.
Analytics Methods
To find out the bounce rate in Yandex. Metrica, a specialist needs to use some methods for collecting and analyzing data. For this, site traffic is analyzed: statistics and various parameters are collected.
Next, popular products, average check, etc. are determined. After that, you need to check the usability of the resource.
Analyst collects data about visitor behavior, interactions with forms, and analyzes macro and micro conversions. It also conducts end-to-end analytics, tracking the path from advertising to making a purchase of a product or service.
Analyst tools
To figure out what failures are in Yandex. Metrica, you will have to decide on analytics tools. It is logical that this parameter was obtained using the analyzer. In web analytics, there are counters and log analyzers. Also, almost all specialists use full-fledged systems.
Among them are:
- Google Analytics.
- Piwik.
- Yandex Metrica.
- LiveInternet etc.
Among a dozen of such tools, systems from Google and Yandex are considered the most popular. SEO specialists recommend connecting both options, since information needs to be collected from two systems in priority.
Bounce rate
This is a popular setting in web analytics. It helps to check how active visitors can be considered. What are failures in Yandex. Metrica? This settingdenotes the percentage of users who left the resource only by going to it. However, none of them went to other pages of the site.
It is worth remembering that this parameter is determined by a percentage. It is often confused with the exit rate. In the first case, it is important to understand that the resource did not live up to the visitor's expectations, which is why he was not interested and left it immediately. In the second case, you can determine the page on which the buyer has completed acquaintance with the content.
What does “refusals” mean in Yandex. Metrica? This is a visit that was completed within a certain time and ended on the same page from which it started, without moving to other sections.
There is no generally accepted standard for the amount of time. The duration of the session depends on the time interval between the first and last viewing.
Reason for rejection
What do failures in Yandex. Metrica mean? They usually happen for a number of reasons:
- leaving the resource by following the link;
- closing the browser;
- using the back button to return to a search;
- end of session time.
In general, the indicator can be calculated using a certain formula, but special counters do this automatically, showing the result immediately.
Rejections in Yandex. Metrica
The above definition is more general because it is system and setup dependent in some cases. What do failures mean in Yandex. Metrica?
This can be called an indicator thatindicates a mismatch of user expectations. For example, this is often seen with underdeveloped resources or those who want to deceive visitors. Let's say you're looking for a specific book, but when you click on a link, you get a web page with a different product. Naturally, you will immediately leave the resource, and the web analyst will consider such a visit as a bounce.
When a user lands on a site, counters count page views, link clicks, file downloads, and option selections. What are failures in Yandex. Metrica? This is a parameter that counts only one action of the visitor - viewing only one page of the resource. If the site is a one-page site, then the analyst does not take this parameter into account.
Deep analysis
But usually experts give a more detailed answer when it comes to this indicator. Bounce is a parameter that takes into account two visit conditions: staying on a web page for no more than 15 seconds and viewing only one page.
So the analyst can find out the percentage of failures in Yandex. Metrica, dividing users into two groups: interested and those who did not receive information on request.
Indicator task
This is one of the main parameters that indicate the quality of the resource. If the bounce rate is high, it means that the majority of visitors are not satisfied with the result of the request or the quality of the resource. If the indicator is low, this indicates the quality and usefulness of the site.
If there was a service failure, information delay or similarevents, they are marked in the statistics as "not a failure".
Indicator norms
But every analyst needs something to start from. To do this, everyone sets the Yandex. Metrics bounce rate for themselves. It is worth immediately understanding that the parameter can really be different, since the purpose of the sites is different.
There is an average figure that says about 5-15%. But you should pay attention to what niche the resource works in and what it is aimed at. For example, if we talk about a blog, then there the bounce rate does not play a role at all, since the user is more likely to go to the page with the article, skim through the text and exit. Thus, the counter will count the failure, although in most cases the web page satisfied the users.
To get a really correct analysis, the analyst must set the time spent on the page. For a blog, you can set 3-5 minutes, depending on the amount of content, and in this case, analyze whether the article really satisfied the user's interest.
For a store, 15-30 seconds are often set. During this time, the visitor has time to understand whether he needs this or that product.
Reason for refusals
This issue has already been raised before, but it is important to consider it in more detail, since the further solution of the problem depends on the causes. Why do some resources suffer from high bounce rates?
The main reason is often bad content. The visitor was looking for one information, but received absolutelyanother, and disappointedly left the site. Also, an inconvenient interface can confuse the user, he simply does not figure out where to click next, and leaves the page.
Another reason is poor design. Sometimes site owners do everything they like and do not pay attention to the opinion of the audience. It is also common to see outdated designs that are overly garish or tasteless.
An analyst encounters many failures in mobile versions of devices. Smartphones are actively used, but not all developers have switched to adaptive design yet. A person visits the site, and it is crookedly displayed on the phone screen.
Working on the resource
A lot depends on whether the specialist knows what Yandex. Metrica failures are. And Google Analytics is no exception in this case, as it also provides information about this parameter.
The bounce rate may be slightly different in both services, as it has long been known that Google provides more accurate data, but Yandex does a great job with its own resource and search engine analysis.
Most experts believe that achieving a 20% bounce rate on a commercial resource is almost impossible. Although there are those who can get 12-1%. However, if this parameter does not exceed 35%, you should not worry about anything. If it still turned out to be higher than this figure, you will have to think about how to somehow fix it.
A failure rate of 50% or more is considered a real disaster. This directly says thatThe quality of the resource leaves much to be desired. In some cases, you have to completely restructure the interface, rewrite content and rework the audience profile.
