Example analysis: How to analyze website user groups from visitor attributes

Visitor attributes are an important factor in measuring whether visitors to a website are valuable, and are also an important indicator in measuring the user experience of the website itself. Visitor attributes determine whether the user group of the website meets the required quality by analyzing the basic attributes of visitors, geographical distribution, system environment, new and old visitors and their proportions, user access loyalty, etc. Visitor attributes are especially important for travel websites, because travel websites are service-oriented websites and must have high-quality visitors, otherwise the website operation will fall into a traffic black hole. Xiaosheng currently operates Jutu Travel Network, which currently has 3,00 unique PVs and 1,00 unique visitors. Today, I will take Jutu Travel Network as an example to share with you how to analyze the website user group from the perspective of visitor attributes. As mentioned above, the analysis of visitor attributes mainly focuses on five aspects: basic attributes of visitors, geographical distribution, system environment, new and old visitors and their proportions, and user access loyalty. Below, we will share with you one by one with examples. Visitor Attributes 1: Basic Visitor Attributes The basic attributes of visitors include gender ratio, age distribution, education distribution, and occupation distribution. These aspects vary greatly according to different types of websites. Generally, we calculate the basic attributes of visitors based on a three-month cycle. Take Jutu Travel Network as an example, the proportion of male visitors is 48.81% and the proportion of female visitors is 51.19%. In fact, the average proportion of male visitors to tourism industry websites should be higher than female; the age distribution of visitors is 80.45% between 20 and 39 years old. , while the industry average is only 55.5%; in the visitor education distribution, high school education accounts for 44.49%, but the actual industry proportion is about 33.3%; in the visitor occupation distribution, the IT industry accounts for 47.8%, but the actual industry average is only 11.22% ...It can be concluded that the quality and proportion of website visitors can also be optimized and guided in the industry. Visitor Attribute 2: Geographical Distribution The geographical distribution of visitors can be seen from the IP where the visitors are visiting. This is very important for the tourism industry, because tourism products are generally "travel from XXX to XXX" and have a large geographical area. limit. More than 52.23% of the visitors to Jutu Travel Network are from Sichuan, followed by Guangdong. Our current intended users are "within Sichuan" and "Guangdong area", so they are relatively matched. Visitor attribute three: System environment The system environment is generally the PC and mobile terminals. The behavior of PC visitors and mobile visitors after entering the website is very different. For websites that do not have adaptive mobile websites, the focus is on PC-side guidance. The PC version of Jutu Travel Network accounts for 94.6%, which is a normal level in the tourism industry. Visitor Attribute 4: Ratio of New and Old Visitors The higher the ratio of new visitors, the better the website is promoted; the higher the ratio of old visitors, the higher the stickiness of the website. Generally speaking, for a normal travel website, the proportion of new visitors every day should be about 80%, and the proportion of old visitors should be about 20%. The average new visitors of Jutu Travel Network are 93.75%, and the average old visitors are 6.25%, which is worse than the normal level. The reason is that the recent adjustment of bidding promotion has resulted in too many new users, which offset the proportion of old visitors. Visitor Attribute Five: User Access Loyalty User access loyalty is mainly reflected in the number of pages a user visits each time. The greater the number, the higher the loyalty we believe. According to the average situation in the tourism industry, the proportion of visitors who leave after browsing a page should be around 40%. The figure for Jutu Travel Network is 67.41%, which is a serious excess. Through the analysis of the visitor attributes in the above five aspects, we can clearly distinguish whether the visitors to the website are healthy and of high quality. If we find that there are too many differences in some aspects, we need to adjust our strategies immediately to avoid getting deeper into the problem. This article was first published in A5, please indicate the source when reprinting.