Kusanthula & Kuyesa

Miyezo ya Webusayiti: Matanthauzo, Ma Benchmarks, ndi Ma Avereji Amakampani a 2023

Kugunda kwa webusayiti ndi pamene mlendo afika pa tsamba lawebusayiti ndikuchoka osalumikizananso ndi tsambalo, monga kudina maulalo kapena kuchitapo kanthu. The mphulupulu ndi metric yomwe imayesa kuchuluka kwa alendo omwe amachoka pamalowa atawona tsamba limodzi lokha. Kutengera ndi cholinga cha tsambalo komanso zomwe mlendo akufuna, kutsika kwakukulu kumatha kuwonetsa kuti alendo sakupeza zomwe amayembekezera kapena zomwe zili patsambalo kapena zomwe ogwiritsa ntchito (UX) ikufunika kusintha.

Pankhani ya chilinganizo chowerengera kuchuluka kwa kukwera, ndikosavuta:

\text{Bounce Rate (\%)} = \left(\frac{\text{Nambala ya Maulendo a Tsamba Limodzi}}{\text{Total Visits}}\kumanja) \times 100

Fomula iyi imawerengera kuchuluka kwa kuchuluka kwa maperesenti pogawa kuchuluka kwa maulendo a tsamba limodzi (alendo amachoka atawona tsamba limodzi lokha) ndi kuchuluka kwa omwe adayendera ndikuchulukitsa ndi 100.

Google Analytics 4 Bounce Rate

Ndikofunikira kuzindikira zimenezo GA4 sichimayezera kuchuluka kwa kukwera ndi njira yomwe ili pamwambapa, koma ili pafupi.

\text{GA4 Bounce Rate (\%)} = \left(\frac{\text{Nambala ya Maulendo A Tsamba Limodzi}}{\text{Total Visits}}\right) \times 100

An Anachitapo kanthu gawo ndi gawo lomwe limatha Kutalika kuposa masekondi 10, ali ndi chochitika chotembenuka, kapena ali ndi masamba osachepera awiri kapena zowonera. Chifukwa chake, ngati wina adayendera tsamba lanu kwa masekondi 11 ndikuchoka, sanadutse. Chifukwa chake, a Mtengo wapatali wa magawo GA4 ndi kuchuluka kwa magawo omwe sanatengeke. Ndipo:

\malemba{Chibwenzi (\%)} + \mawu{Bounce Rate (\%)} = 100\%

Malipoti mu Google Analytics samaphatikiza kuchuluka kwa anthu omwe akutenga nawo mbali komanso ma metric otsika. Muyenera kusintha lipotilo kuti muwone ma metrics awa m'malipoti anu. Mutha kusintha lipoti ngati ndinu mkonzi kapena woyang'anira powonjezera ma metrics kumalipoti amwatsatanetsatane. Umu ndi momwe:

  1. Sankhani malipoti ndikupita ku lipoti lomwe mukufuna kusintha mwamakonda anu, monga Masamba ndi lipoti lazithunzi.
  2. Dinani Sinthani lipoti pakona yakumanja kwa lipoti.
  3. In Nenani za data, dinani Miyala. Zindikirani: Ngati muwona Onjezani Makhadi ndipo osawona Miyala, muli mu lipoti lachidule. Mutha kuwonjezera ma metrics ku lipoti latsatanetsatane.
  4. Dinani Onjezani metric (pafupi ndi pansi pa menyu yoyenera).
  5. Type Chiwonetsero cha ntchito. Ngati metricyo sikuwoneka, idaphatikizidwa kale mu lipoti.
  6. Type Phindu lokhazikitsa. Ngati metricyo sikuwoneka, idaphatikizidwa kale mu lipoti.
  7. Konzaninso mizati powakokera mmwamba kapena pansi.
  8. Dinani Ikani.
  9. Sungani zosintha ku lipoti lapano.
mtengo wa ga4

Mlingo wa chinkhoswe ndi mayendedwe okwera zidzawonjezedwa patebulo. Ngati muli ndi ma metrics ambiri patebulo, mungafunike kusunthira kumanja kuti muwone ma metric.

Kodi Webusayiti Yokwera Kwambiri Ndi Metric Yoipa?

Kudumpha kwakukulu sikumakhala koyipa nthawi zonse, ndipo kutanthauzira kwake kumatha kusiyanasiyana kutengera tsamba lanu, zolinga zanu, komanso zolinga za alendo anu. Nazi zinthu zina zomwe zingakhudze kuchuluka kwa kukwera kwake komanso chifukwa chake nthawi zonse simakhala ma metric oyipa:

  1. Mtundu Webusaiti: Mitundu yosiyanasiyana yamasamba imakhala ndi ziyembekezo zosiyanasiyana za mitengo yotsika. Mwachitsanzo, mabulogu ndi masamba omwe ali ndi zomwe amakonda nthawi zambiri amakwera kwambiri chifukwa alendo amabwera kudzadziwa zambiri ndipo amatha kuchoka akawerenga. Ndikofunikira kuganizira momwe tsamba lanu lilili.
  2. Zabwino Zamitundu: Ngati zomwe muli nazo zikuchita chidwi komanso zophunzitsa, alendo atha kuthera nthawi yochulukirapo patsamba limodzi, zomwe zingayambitse kutsika kocheperako. Mosiyana ndi zimenezi, ngati zomwe zilimo sizikusangalatsa kapena zosayenera kwa mlendo, amatha kudumpha mofulumira.
  3. Cholinga cha User: Kumvetsetsa cholinga cha alendo anu ndikofunikira. Alendo ena angakhale akuyang'ana mayankho ofulumira kapena mauthenga okhudzana ndi mauthenga, zomwe zimatsogolera ku chiwongoladzanja chokwera atapeza zomwe akufuna. Ena akhoza kufufuza masamba angapo ngati ali ndi chidwi ndi malonda kapena ntchito zanu.
  4. Kuthamanga Kwatsamba Tsamba: Masamba otsegula pang'onopang'ono amatha kukhumudwitsa alendo ndikuwonjezera mitengo yotsika. Kuwonetsetsa kuti tsamba lanu limadzaza mwachangu komanso kuti limagwira ntchito ndi mafoni kungakhudze mitengo yotsika.
  5. Kupanga Webusaiti Ndi Kugwiritsa Ntchito: Mapangidwe osokoneza kapena osasangalatsa awebusayiti amatha kubweretsa mitengo yokwera kwambiri. Alendo akuyenera kupeza zomwe akuzifuna mwachangu ndikuyendetsa tsamba lanu mosavuta.
  6. Omvera Oyembekezera: Ngati tsamba lanu limakopa omvera osiyanasiyana, alendo ena sangapeze zomwe zili zogwirizana ndi zosowa zawo, zomwe zimapangitsa kuti pakhale mitengo yotsika kwambiri pakati pa magawo ena.
  7. Kutsatsa Kobweza: Alendo ochokera kumakampeni otsatsa olipidwa atha kukhala ndi machitidwe osiyanasiyana. Atha kutera patsamba linalake lofikira lomwe ali ndi mawu omveka bwino oti achitepo kanthu, ndipo akamaliza kuchitapo kanthu, amawonedwa ngati opambana ngakhale osafufuza masamba ena.
  8. Zinthu Zakunja: Zochitika zomwe simungathe kuzilamulira, monga kusintha kwa ma aligorivimu a injini zosakira kapena maulalo akunja omwe amatsogolera patsamba lanu, zitha kukhudza kuchuluka kwa mitengo. Mwina tsamba lanu lalondoleredwa pakusaka kosayenera, kotchuka… kumabweretsa kutsika kwakukulu.
  9. Mobile vs. Desktop: Mitengo yotsika imatha kusiyana kwambiri pakati pa ogwiritsa ntchito mafoni ndi apakompyuta. Ogwiritsa ntchito mafoni amatha kudumpha kwambiri akamafunafuna zambiri zachangu mukamayenda.
  10. Ntchito Zakutsatsa: Kuchita bwino kwamakampeni anu otsatsa, monga kutsatsa maimelo kapena kutsatsa kwapa media media, kungakhudze mitengo yotsika. Makampeni omwe amakopa anthu omwe amawatsata kwambiri amatha kukhala ndi mitengo yotsika.

Kudumpha kwakukulu sikuyenera kuonedwa ngati kolakwika. Zimatengera cholinga cha tsamba lanu komanso momwe mumayembekezera kuchokera kwa alendo anu. Ndikofunikira kusanthula kuchuluka kwa kutsika motsatira ma metrics ena ndikuganizira zomwe ogwiritsa ntchito onse akukumana nazo kuti apange zisankho zomveka bwino pakukhathamiritsa tsamba lanu.

Avereji Yamitengo ya Webusaiti motengera Mtundu wa Webusayiti

makampaniChiyerekezo cha Bounce (%)
Mawebusayiti a B2B20 - 45%
Mawebusayiti a Ecommerce ndi Retail25 - 55%
Mawebusayiti Otsogola30 - 55%
Mawebusayiti Osagwirizana ndi Ecommerce35 - 60%
Masamba Okhazikika60 - 90%
Dictionaries, Blogs, Portal65 - 90%
Source: CXL

Chiyerekezo cha Bounce Rate mwa Makampani

makampaniChiyerekezo cha Bounce (%)
Tirhana & Entertainment56.04
Kukongola & Kulimbitsa thupi55.73
Mabuku & Zolemba55.86
Business & Industrials50.59
Makompyuta & Electronics55.54
Finance51.71
Chakudya & Kumwa65.52
Games46.70
Zosangalatsa & Zosangalatsa54.05
Home & Garden55.06
Internet53.59
Ntchito & Maphunziro49.34
Nkhani56.52
Magulu A paintaneti46.98
Anthu & Society58.75
Ziweto & Nyama57.93
Nyumba ndi zomangidwa44.50
Reference59.57
Science62.24
Shopping45.68
Sports51.12
Travel50.65
Source: CXL

Momwe Mungachepetsere Mitengo ya Bounce pa Webusaiti

Nawu mndandanda wa njira zapamwamba zamakampani kuti achepetse kuchuluka kwamasamba awo.

  1. Sinthani Ubwino wa Zinthu: Kupanga zinthu zapamwamba kwambiri, zofunikira, komanso zokopa zomwe zimagwirizana ndi zomwe wogwiritsa ntchito ndizofunikira. Kugwiritsa ntchito moyenera mitu yankhani, zithunzi, ndi zinthu zamtundu wanyimbo zitha kukopa chidwi cha alendo ndikuwalimbikitsa kuti afufuze mopitilira.
  2. Konzani Kuthamanga Kwatsamba: Yang'anani patsogolo zomwe zachitika patsamba lawebusayiti pakompyuta komanso pazida zam'manja. Izi zitha kutheka ndi kukhathamiritsa zithunzi, kugwiritsa ntchito caching msakatuli, ndikugwiritsa ntchito njira zolembera bwino kuti muwonjezere nthawi yolemetsa.
  3. Limbikitsani Mapangidwe a Webusayiti ndi Zomwe Mukugwiritsa Ntchito: Kapangidwe katsamba kaukhondo, kowoneka bwino kokhala ndi kuyenda kosavuta kumatha kuchepetsa kwambiri mitengo yotsika. Kugwiritsa ntchito mabatani omveka bwino oyitanitsa kuchitapo kanthu ndikuwonetsetsa kuti ogwiritsa ntchito atha kupeza mosavuta zomwe akufuna kumathandizira kuti ogwiritsa ntchito azigwiritsa ntchito bwino.
  4. Yambitsani Mapangidwe a Mobile-First: Pokhala ndi zida zambiri masiku ano, ndikofunikira kukhala ndi tsamba lawebusayiti lamafoni. Kugwiritsa ntchito mankhwala makonzedwe omvera imawonetsetsa kuti zidziwitso zizichitika pazida zosiyanasiyana ndi makulidwe azithunzi, kuchepetsa kuchuluka kwa ogwiritsa ntchito mafoni.
  5. Chepetsani Ma Pop-Ups Osokoneza: Pewani kugwiritsa ntchito ma pop-ups omwe amasokoneza ogwiritsa ntchito mukangofika patsamba. Ngati ma pop-ups ndi ofunikira, apangitseni kukhala osasokoneza ndipo lingalirani nthawi kuti awonekere panthawi yoyenera paulendo wa wogwiritsa ntchito.
  6. Konzani menyu ndi Utsogoleri Watsamba: Mindandanda yazakudya ndi kuchuluka kwa masamba kumaphatikizapo kukonza mayendedwe atsamba lanu mwanzeru komanso mosavuta kugwiritsa ntchito. Izi zikuphatikiza masanjidwe omveka bwino, njira zosavuta kuzitsatira, komanso mndandanda wamasamba ndi magulu. Ogwiritsa ntchito akatha kupeza mwachangu zomwe amafunikira kudzera pamindandanda yazakudya komanso mawonekedwe atsamba, amachepetsa mitengo yotsika polimbikitsa kufufuza ndi maulendo ochulukirapo.
  7. Onetsani Zokhudzana ndi Ntchito kapena Ntchito: Kuphatikizira zofananira, zinthu, kapena ntchito zomwe zili patsamba lanu zitha kupangitsa kuti alendo azikhala otanganidwa komanso patsamba lanu kwanthawi yayitali. Popereka zowonjezera kapena zosankha zomwe zimagwirizana ndi zokonda kapena zosowa za wogwiritsa ntchito, mumakulitsa luso lawo ndikuwalimbikitsa kuti afufuze mopitilira.
  8. Maitanidwe Oyamba NDI Achiwiri kuti achitepo kanthu: Kuyitanira kuchitapo kanthu (Zithunzi za CTA) ndizofunikira pakuwongolera zochita za ogwiritsa ntchito patsamba lanu. Ma CTA oyambirira ngati Lowani or Gulani pompano tsogolera ogwiritsa ntchito ku zolinga zanu zazikulu zotembenuka. Ma CTA achiwiri, monga Dziwani zambiri or Onani Blog Yathu, perekani njira zina zochitira chinkhoswe. Mwa kuyika bwino ma CTA awa mkati mwazomwe muli, mutha kuwongolera chidwi cha ogwiritsa ntchito ndikuwalimbikitsa kuchita zomwe akufuna, kuchepetsa mitengo yotsika ndikuwonjezera kutembenuka.

Kuphatikizira bwino zinthuzi munjira yolumikizirana ndi tsamba lanu kutha kukulitsa chidwi cha ogwiritsa ntchito ndikuchepetsa kutsika kwinaku kutsogolera alendo kumalo ofunikira otembenuka.

Ngati mukufuna kuthandizidwa kuti muwunikenso mitengo yanu yodumphira ndikutolera njira zina zomwe mungachite kuti muwongolere, ndilankhule.

Douglas Karr

Douglas Karr ndi CMO OpenINSIGHTS ndi woyambitsa wa Martech Zone. Douglas wathandizira oyambitsa ambiri opambana a MarTech, wathandizira kulimbikira kopitilira $ 5 bil pakugula ndi kuyika kwa Martech, ndipo akupitiliza kuthandiza makampani kukhazikitsa ndikusintha njira zawo zogulitsa ndi zotsatsa. Douglas ndi katswiri wodziwika padziko lonse lapansi wosinthira digito komanso katswiri komanso wokamba nkhani wa MarTech. Douglas ndi mlembi wofalitsidwa wa kalozera wa Dummie komanso buku la utsogoleri wabizinesi.

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