Shulou(Shulou.com)06/02 Report--

This article mainly introduces the common reasons for abnormal changes in website traffic, the article is very detailed, has a certain reference value, interested friends must read it!

Reason 1: the beginning and end of holidays

The first reason for abnormal changes in traffic is very simple, that is, different holidays of the year. Usually at the beginning and end of each holiday, the traffic of the website will have a significant downward and upward trend. This change is easy to verify, observing the date and duration of the change in traffic, and comparing it with the same period last year if historical data are available. The change of traffic during holidays is more regular, and it will affect all the sources of traffic on the site at the same time. But it usually does not have a great impact on the quality of the traffic.

Suggestion: create a large table to record the time of all holidays in the year, and then record the changes of traffic in different holidays. This may not be of much use when you create it for the first time, but it becomes valuable when you have a complete record of traffic for a year.

Reason 2: the off-season and peak season of the industry

Websites in different industries are also affected by holidays and start at different times. For example, most of the changes in website traffic during the Spring Festival begin on the day of the national holiday, but for websites that travel and sell air tickets and train tickets, this time may be much earlier. Because the Spring Festival is the peak sales season for this kind of websites. Therefore, the off-peak season of sales in a year will also have an impact on the change of website traffic. The change of traffic in the off-peak season of the industry is also more regular, which usually affects all the traffic sources of the website.

Suggestion: communicate with business people familiar with the website or industry to understand the peak and off-season periods of sales in the industry, and integrate these periods with the previously created holiday schedule.

Reason 3: the beginning and end of marketing activities

If the first two are the impact of natural reasons on site traffic, then the latter is the impact of human operation on site traffic. One of the main reasons here is the marketing activities of the website. Every website needs to be promoted to attract traffic, and when a round of marketing activities begins, the traffic will increase significantly. And when this round of marketing activities is over, there will be an obvious return to traffic. Marketing activities usually have an impact on the traffic of a particular channel and may reduce the traffic quality of that channel.

Suggestion: first of all, make sure that the source channels of all traffic can be recorded in your website analysis tool, and that you can distinguish between paid and non-paid traffic. Then ask the marketer for a detailed promotion plan and schedule. When traffic changes occur during the planned promotion time, first check the flow changes according to the channels in the table. In addition, this promotion plan table also needs to be integrated into the previous table.

Reason 4: the impact of hot events

The fourth reason is the impact of hot events on website traffic. Hot events can be divided into two categories, one is active and the other is passive. Active hot events are usually part of marketing activities, and such hot events have clear goals and guidance. Passive hot events are created spontaneously or by others. Such events usually affect three channels: SEO traffic, direct traffic and referral traffic. Usually, according to the source of the traffic and the keywords searched for, as well as the time when the traffic changes, we can find out whether a hot event caused the traffic change.

Suggestion: active hot events should be included in the marketing plan table, while passive hot events can only be recorded in the table after discovery. Of course, you can also subscribe to some keywords related to the website and industry through Google newsletters to detect changes in public opinion as soon as possible.

Reason 5: the impact of policy on the industry

Many industries will be affected by policies, and the websites of these industries are no exception. Just like the impact of the recent eight articles on real estate websites. The traffic affected by the policy covers all traffic channels of the website

Suggestion: when a policy change is not in our plan and schedule, so it is necessary to record it at the corresponding point in time when a change occurs.

Reason 6: before and after website and page adjustment

Website revision, addition or subtraction of channels, URL rule adjustment, page optimization, content adjustment, etc., may affect the traffic of the site structure, content and page changes. The impact of this part is mainly reflected in the SEO channel, each site adjustment and modification may affect the search engine ranking of the site, and then affect the traffic obtained by the site.

Suggestion: work with the content and product department of the site to determine the plan and start time of the site adjustment, and with the SEO department to determine the scope of impact and expected recovery time. Then record such changes in our table.

Reason 7: the status of the website server

The seventh reason that affects website traffic is the working status of the website server, which does not only refer to the downtime of the server, but also includes the working status of other network equipment in the computer room, such as switches, routers, power supply in the computer room, and other irresistible human factors. All these factors may lead to the unstable working state of the website server. And then have an impact on the traffic of the website. Usually, changes in traffic generated by the server affect all channel traffic and occur at the same point in time.

Suggestion: if you find that traffic from all channels of the site has declined at the same point in time, it is recommended that you ask the technical staff of the site whether the site has been adjusted, and if not, you need to check the server log at this point in time.

Reason 8: adjustment of website analysis tools

The last reason that affects website traffic is the website analysis tool itself. Here, take Google Analytics as an example, any code adjustment and filter setting will affect the traffic data recorded by the analysis tool. At the same time, when something goes wrong with the working status of the analysis tool, it will also affect the data in the report, so you can check the daily running status of the tool here for Google Analytics.

Suggestion: 1 record every adjustment of the website analysis tool. Don't pay too much attention to real-time data.

The above are all the contents of this article entitled "what are the common reasons for abnormal changes in website traffic?" Thank you for reading! Hope to share the content to help you, more related knowledge, welcome to follow the industry information channel!

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