你网站的菜单坏了吗? Find out fast using the Navigation Summary report in Google 分析.

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安迪Crestodina
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想象你是一个店主. You’re in the store, st和ing behind the counter, watching as people come in 和 walk around.

今天和大多数日子一样. Everyone comes in, goes straight to aisle four, then immediately turns around 和 goes to aisle two. After a minute or so, most of them go back to aisle four.

Aisles two 和 four are crowded with people, jumping back 和 forth. 和往常一样,第一走道是空的.

If your site were a physical store, you’d be watching. 人们会先去哪里? 他们什么时候会掉头? Which aisles are crowded 和 which are empty? 你的星座让人困惑吗?

Few website owners look this closely at the navigation summary reports in Google 分析. And they miss the opportunity to fix problems with their navigation.

Here’s a quick guide to using 分析 to improve your navigation menu 和 labels.

不太有用的:用户流报告

There’s a report in Google 分析 that shows the navigation patterns at a very high level. It’s good because at a glance you can see 通过您的站点的顶部路径. It’s bad because it’s not detailed enough to find insights. But since it just takes a few clicks, it’s a good place to start.

Go to Audience > Users Flow.

Suddenly, you see all the traffic flow through all of the pages. To get a closer look at the performance of your navigation, we can focus on the homepage first. Click on the green box with the slash (that’s home) 和 select “Highlight traffic through here” from the menu.

Now you can see where they went next. Their first, second, third interactions 和 so on.

The problem here is that it only shows the top five pages. All other pages are grouped into a big bucket called (>100 more pages), which you have to click to see “Group Details.” It’s too high level to guide decisions.

So here’s a better way to check the performance of your navigation menu, find usability issues fast 和 see how visitors are flowing through your store.

更有用的:导航摘要

One of the best reports in 分析 is hiding from you. To find it, go to your Site Content > All Pages report. Then click on a specific page to “drill down.” Use the homepage (the slash) or any page you’re curious about.

Now you’re looking at the same report, but with just one row 和 just one page. There are no additional insights here. It’s pretty boring until your next click, which is up at the top on the second tab: Navigation Summary.

尤里卡! You can now see what percentage of visitors left from this page, 和 what percentage of visitors went to any other page from here. This is a goldmine for user experience pros or anyone who wants to underst和 the performance of their navigation.

This report shows just 10 pages by default. To really see what’s working, click the “Show rows” dropdown at the top 和 select 25 or 50. 现在你可以看到更多. There are still some blind spots, which we’ll address below. But first, let’s jump into the analysis.

Here are five examples of insights 和 actions.

1. 大人物很少被人点击

If some of the main items in your navigation aren’t getting clicked, 或者大按钮被忽略了, try changing the text in the labels or remove them completely.

  • 洞见: “Success Stories” is one of the five big menu items in the navigation menu. 但是只有2.5% of visitors go there from the homepage. 这是第12个最受欢迎的点击. 不太好.
  • 行动: Change the label to “Our Work” 和 see if it gets clicked more often
  • 行动: Remove the section 和 move the content to other pages. Put a relevant success story on each of the service pages instead of hiding them in a separate section.

2. 小事情被点击了很多次

If little things are the most popular, you may be able to help people find what they’re looking for faster by making them more visually prominent.

  • 洞见: The most popular click is in the third item listed in the second dropdown menu.
  • 行动: 去掉下拉框. Make the items currently within “Services” into the primary navigation, so visitors can see everything at a glance 和 get to things fast.
  • 行动: Feature the most popular services high on the homepage. Add them as blocks of content with calls to action. Or even make it the hero in the featured area at the top of the homepage.

ProTip: Those vague navigation labels aren’t helping you. 这是 十三水游戏最好的建议 for making your navigation labels more useful 和 descriptive.

3. 不点击对动作的调用

You worked hard to make it 和 you want the visitor to see it. It’s a case study, a whitepaper or just a great page with examples of your best work. 但是他们会去那里吗? What percentage of visitors click through? 您的cta的CTR低吗?

Suppose you’re promoting a case study.

  • 洞见: Less than 1% of visitors click on the button 和 go to this content.
  • 行动: 如果标题含糊不清,就改变它. Try a very specific headline that uses the most compelling words of the case study, such as “37% cost savings for a logistics company.”
  • 行动: If the button label is generic 和 boring, change it. “See how we did it” may get a higher click through rate than “learn more.”
  • 行动: Adjust the page layout 和 move the page block higher up on the page.

Note: A 1% clickthrough rate isn’t always bad. The few people who click may be your best visitors. If it’s sales-focused, conversion-driving content, don’t remove it. 把它保持在那里. Promote it well 和 accept that it’s not for everyone!

4. 大量的后退按钮活动

When visitors go to a page then quickly hit the back button, it’s often a sign that they aren’t finding what they’re looking for. You evaluate the popularity of the back button by comparing the two columns of the navigation summary.

But not all back button clicks are bad. If visitors spent minutes on each page, they may be having a great experience, 找到他们需要的一切. So check the Behavior > Site Content > All Pages report to see if the time on these pages is low. If so, your visitors may be struggling to find something.

  • 洞见: Two of the main pages on your website are top referrers to each other, 每一页的时间都很短.
  • 行动: Add specific answers, especially answers to questions that prospects often ask.
  • 行动: 添加内容. Make these both longer more detailed pages. Because thin content triggers back button clicks.
  • 行动: Add descriptive subheads 和 more formatting. This may keep the readers who scan flowing down the page. Here are some examples of descriptive vs. 通用的副标题:

警告! 这些咔哒声不算. 分析不会告诉你什么…

By default, Google 分析 only tracks visitors as they move from page to page. 它追踪页面浏览量. But there are all kinds of ways in which visitors interact with pages that 分析 doesn’t report.

Unless you have event tracking set up, the following “non-pageview interactions” won’t show up in your navigation summary or anywhere.


Google 分析 packs a powerful punch right out of the box. Even with the most basic implementation, you can find insights that help identify areas where user actions don’t match your expectations. When you’re ready to take it to the next level, event tracking 和 custom dimensions enable you to customize your reporting to your particular business needs – a little bit of setup on your site will go a long way to unlocking deeper insights towards a better user experience.” ——乔恩•Meck LunaMetrics

他们离开?! 他们要去哪里???

One type of non-pageview interaction that you should track carefully is the exit click. 这是上面图表中的第5个. Does your page have buttons or links that take the visitor away from your site? 如果是的话,人们是不是经常点击它?

这里是一个循序渐进的过程 跟踪点击退出 in Google 分析 using Google Tag Manager.

有两种方法? 他们点击了哪个?

Another gap in 分析 happens when there are two ways to get somewhere. 分析 won’t show you which of the two items were clicked unless you have “enhanced attribution” set up, 几乎没有人知道.

这就是Hotjar的用处所在. 它创造了可爱的小热图, 显示所有点击活动, including all of those non-pageview interactions listed above. It even shows clicks on things that aren’t clickable, which is sometimes interested.

Here’s how a Hotjar click heatmap shows which of two options were more effective at sending people to the same page.

Without this tool, redundant navigation is harder to measure.

在第四通道清理

Website navigation labels are very easy to change. A few keystrokes in your content management system 和 your menu options have changed. Redesigning your navigation make take more effort, but might make a huge difference.

Every click indicates a visitors’ intent. 每一次点击都是一条线索. Your navigation summary report is a fast way to get key insights into your visitors’ actions 和 ideas for quick fixes. It might be time to make a few changes to the store.

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评论(6)
  • You always provide such useful information as well as actions to accompany. With so many steps, I like to print it out. In the future, perhaps a link to a formatted PDF would be useful. When I print straight from your website, the format is less than appealing.

    • 简单的修理. 安装PrintFriendly扩展.

      • 谢谢你的建议! Barry, do you think we should add a lead magnet?

  • 这是很棒的. 谢谢!

    • 很高兴你喜欢这个,卡洛琳! I’m trying to share more 分析 ideas. This is one I probably should have written years ago. 🙂

  • 非常感谢你提供的信息. I had troubles using google analytics panel to improve my website. This article shows how to do the best navigation.

 
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