Web analytics is not easy. We have to study a huge number of indicators, learn to understand what everyone influences, and also collect all the results into a big picture. This can be done by a SEO specialist or web analyst who understands these things more deeply.
SEO
Before you understand what failures in Yandex.Metric are, you need to start with the main specialization, which is engaged in the collection of such parameters.
SEO is an abbreviation that translates from English as “search engine optimization”. This term describes a set of measures to popularize a site in search results. Simply put, an SEO specialist is committed to improving his position in SERPs after developing a commercial resource.
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. From here arose serious competition between different sites. But now, in order to attract the attention of the user, it is not enough to develop a convenient resource with a clear interface.
Seoshniki works on usability, content filling and audience analysis. It’s not always possible to do this yourself, because 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 refusals are, but it is the analyst who will deal with the indicators best.
Web analytics
This is one of the stages of search engine optimization, which can last all the time the resource exists. Large online stores have several analysts at once who could produce results for various indicators. Sometimes it’s enough for a resource to acquire one competent "seo-shohn".
Web analytics is a process of collecting data, analyzing information about visits to a resource. The results of such a measurement system help to improve and optimize the site.
The task of web analytics is to check site traffic. Thus, you can get information about the audience, make several portraits of consumers in order to redirect trade in the right direction in the future. Also, the analyst can monitor the behavior of the visitor to the resource. This way you can understand which elements are redundant and which is better to replace or improve on the page.
Some analysts work with an online promotion budget.
Analytics methods
To find out the failure rate in Yandex.Metrica, a specialist needs to use some methods for collecting and analyzing data. To do this, they analyze the site traffic: statistics and various parameters are collected.
Next, the popular products, the average check, etc. are determined. After that, you need to check the usability of the resource.
The analyst collects data on the behavior of the visitor, his interaction with forms and parses macro and micro conversions. It also conducts end-to-end analytics, tracking the path from advertising to the purchase of a product or service.
Analytics tools
To understand what failures are in Yandex.Metrica, you will have to decide on the 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 complete systems.
Among them are:
- Google Analytics
- Piwik.
- Yandex Metric.
- LiveInternet, etc.
Among a dozen of such tools, the most popular are systems from Google and Yandex. Seoshniki recommend connecting both options, since information must be collected from two systems in priority.
Bounce rate
This is a popular option in web analytics. It helps to check how active visitors can be considered. What are failures in Yandex.Metrica? This parameter indicates the percentage of the number of users who left the resource only by going to it. At the same time, none of them went to other pages of the site.
It is worth remembering that this parameter is determined by the percentage ratio. It is often confused with an exit indicator. 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 immediately. In the second case, you can determine the page on which the buyer completed acquaintance with the content.
What does “failures” mean in Yandex.Metrica? This is a visit that was completed in a certain time and ended on the same page with which it began, without going to other sections.
There is no generally accepted standard amount of time. The duration of the session depends on the time interval between the first and last viewing.
Reasons for refusal
What do failures in Yandex.Metric mean? They usually occur for a number of reasons:
- leaving the resource by clicking on the link;
- closing the browser;
- using the back button to return to the search;
- end of session time.
In general, an indicator can be calculated by a certain formula, but special counters do this automatically, immediately showing the result.
Failures in Yandex.Metrica
The above definition is more general, because in some cases it depends on the system and settings. What do failures in Yandex.Metric mean?
This can be called an indicator that indicates a mismatch of user expectations. For example, this is often found with unfinished resources or those who want to trick visitors. Suppose you are looking for a specific book, but by clicking on the link, you get a web page with another product. Naturally, you will immediately leave the resource, and the web analyst will consider such a visit as a refusal.
When a user lands on a site, counters take into account page views, click-throughs, file downloads and choice of options. 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 single-page, then the analyst does not take this parameter into account.
Deep Scan
But usually experts give a more detailed answer when it comes to this indicator. Failures is a parameter that takes into account two conditions of the visit: being on the 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, distributing users into two groups: those interested and those who did not receive information on request.
Indicator Objective
This is one of the main parameters that talk about the quality of the resource. If the failure rate is high, then most 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 an official failure, information delay or similar events occurred, they are marked in the statistics as “not a failure”.
Indicator rates
But each analyst needs to build on something. To do this, everyone sets for himself the Yandex.Metrica failure rate. It is worthwhile to immediately understand that the parameter can really be different, since the purpose of the sites varies.
There is an average indicator that speaks of 5-15%. But you should pay attention to the niche of the resource and what it is aimed at. For example, if we talk about the blog, then the percentage of refusals does not play a role at all, since it is more likely that the user will go to the page with the article, go over the text and exit. Thus, the counter will count the refusal, although in most cases the web page satisfied the users.
To get a truly 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, to analyze whether the article really satisfied the interest of the user.
For the store often set 15-30 seconds. During this time, the visitor manages to understand whether he needs this or that product.
Failure reasons
This question has already been raised earlier, but it is important to consider it in more detail, since the further solution of the problem depends on the reasons. 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 a completely different one, and left the site disappointedly. Also, an inconvenient interface can confuse the user; he simply won’t figure out where to click next, and will leave the page.
Another reason is bad design. Sometimes site owners do everything they like and do not pay attention to the opinion of the audience. You can also often find an outdated design, too lush or tasteless.
The analyst encounters many failures in mobile versions of devices. Smartphones are actively used, but developers have not all switched to responsive design. A person visits the site, and he is crookedly displayed on the phone screen.
Work on a resource
A lot depends on whether the specialist knows what Yandex.Metrica failures are. And Google Analytics in this case is no exception, because it also gives information about this parameter.
In both services, the bounce rate may be slightly different, since it has long been known that Google provides more accurate data, but Yandex does an excellent job of its own resource and search engine analysis.
Most experts believe that it is almost impossible to achieve 20% failures on a commercial resource. Although there are those who can get 12-1%. Nevertheless, if this parameter does not exceed 35%, there is no reason to worry. If he still turned out to be higher than these numbers, you will have to think about how to somehow fix it.
A real catastrophe is considered a failure rate of 50% or more. This directly indicates that the quality of the resource is poor. In some cases, you have to completely restructure the interface, rewrite the content and rework the portrait of the audience.