“My users are like this” - User behavior analysis
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If you ask “What is the hottest keyword on the Internet?”, I would answer “user”. User-centered design (UCD) has always been the primary design principle of Internet products. It can be said that user research is the first step in product design, and user data is the treasure trove that Internet research has long dreamed of. Understanding your users’ most advantageous weapon User research methods mainly include questionnaires, user interviews, usability testing and user behavior analysis, and user behavior analysis supported by large amounts of data is particularly important. User Research Methods Unfortunately, there are not many articles and materials available for us to learn about user behavior analysis. This article summarizes the author's actual work experience and makes a brief analysis of it. What is User Behavior Analysis In my opinion, user behavior analysis is based on the statistics and analysis of Internet user behavior and the data behind the behavior, to build a user behavior model and a complete user portrait, thereby providing a reliable basis for refined product operations or marketing . So, let’s answer a few questions first: 1. What are the dimensions of user behavior data to be analyzed? Behavioral data should correspond to the behavioral paths actually used by users. I have seen a relatively agreeable answer on Zhihu by @忽如远行客, which I summarized as follows. User behavior data analysis 2. What are the user behavior analysis tools ? In fact, it is the user analysis function included in the website data analysis tools we commonly use. Here we only recommend the website analysis platforms of the two major search engines at home and abroad: Google Analytics (the most commonly used and most powerful functions) and Baidu Statistics (the large number of users tend to search behavior). These are also the two software I come into contact with in my work. There are also Umeng , Taobao Microscope, etc. 3. Are there other ways to analyze user behavior? If conditions permit, eye movement experiments, usability tests, and click heat maps can all be used to assist in analyzing user behavior. It is also worth mentioning that the user attribute analysis (location, age, gender, etc.) provided by website analysis tools can effectively help build user models. In actual work, I analyze users like this I have operated an e-commerce website before. Among all types of websites, e-commerce websites pay particular attention to user behavior analysis. Although the behavior of individual users in using the website is complex and casual, being able to grasp the overall or typical behavioral characteristics is a good start to mastering the value of converting users. Several important steps of the analysis are highlighted below: (1) Key indicators No matter how good the software is, we still need to sort out the data we want, and more often we need to embed front-end code to obtain data on user behavior events. For example, in the figure below, we can analyze the user's page preferences. Page user data comparison (2) Funnel Model During the user's behavior from the website's arrival page to the destination page, loss and conversion will occur at every step. The funnel model is suitable for analyzing the conversion rates of certain key paths in a website to determine whether the design of the entire process is reasonable. Simple funnel model (3) Page access path When you have enough data, what you want most is to simulate the user's page access path. A simple schematic diagram is shown below. User page access path diagram Mobile application product promotion service: APP promotion service Qinggua Media information flow The author of this article @ App Those Things is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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