マーケティング
公開日:2016.03.23

今から始めるWEBマーケティング②「アクセス解析で顧客の心を掴むWEBサイト作りを」

WEBマーケティングにおいてアクセス解析は必要不可欠な業務です。これ無くして、売上アップや企業としての成長を望むのは難しいと言えるほど。今日はアクセス解析について、あらためて話したいと思います。

アクセス解析を行うために必要な環境

自社サイトに毎日何人のアクセスがあってどのページがよく読まれているのか、ECサイトであれば成約率がどの程度か等、アクセス解析によって得られる情報は、どうすれば自社サイトにもっと人が集まり成約率が上がるのかも教えてくれます。

アクセス解析をするためには解析ツールの導入が必要です。GoogleAnalyticsやAdobeAnalyticsが有名どころですね。

この2つの解析ツールはWEBビーコン型と呼ばれる手法を使ってアクセス情報を取得しています。具体的には、WEBページ上Javascriptコードを貼ってcookieを利用して、WEBサーバに情報を送っています。

カスタマイズによって訪問者のIPアドレスを取得する事も可能で、固定IPを持っている企業特定や、現在位置情報に結び付けることも可能です。

スマホなどでJavascriptを無効にしている場合や、ページが完全に読み込まれない内にページ遷移した場合など情報を取得場合があるというデメリットがありますが、それを差し引いても導入が簡単で多くの情報を与えてくれるものなので、このタイプの解析ツールを導入している企業が多いです。

ちなみに、GoogleAnalyticsなら、GoogleAdwardsで掲載した広告のクリック率も教えてくれます。

WEBビーコン型の他に、パケットキャプチャリング型という手法で解析情報を取得している企業もあります。こちらはWEBサーバと同じ場所に通信情報をパケットで取得するための機器を設置し、パケット情報そのものからデータを解析します。通常のレンタルサーバなどでは実現が難しく、ある程度の設備投資が必要となるため、導入のハードルは若干高めでしょうか。

パケット情報なら暗号化されてしまうSSLページの情報は取得できないようにも思われますが、パケット取得時に暗号化データの復号化キーを使うため問題なく情報を読み込め、クローラーも含めた完全なアクセス情報を取得する事が可能です。しっかり対策を取る事で高いセキュリティ性も確保できます。

 

アクセス解析で何を見ているのか

アクセス解析で見るべきポイントは色々ありますが、

Webサイト内のページが何回読み込まれたか(PV/PageView)
これは最も基本的な指標ですが、同じ人が何度も読み込んでいる、何ページも読んでいる場合と異なる人が読み込んでいる場合によって状況が変わってくるのでこの数値から全てを判断するという事はありません。
WEBサイトを何人の人が訪れたか(UU/UniqueUser)
IPアドレスやホスト名、Cookieから同一訪問者を特定し、複数のページを閲覧していても1ユーザーとカウントします。Googleanalyticsでは、cookieでユーザーの識別コードを付与してカウントしているようです。
広告やリンクのクリック率(CTR/ClickThroughRate)
広告やリンクが載っているページの閲覧数に対して何度クリックされたかを表します。クリック数÷表示数で算出しています。例えば1000回アクセスがあるページの広告のクリック数が3回であれば、0.3%です。
成約率(CVR/ConversionRate)
成約は、商品の購入確定、会員入会の完了などそのWEBサイトが何を目標としているかによって変わってきますが、どの企業もこの数値を上げるためにアクセス解析をしていると言っても良いでしょう。成約率を上げるためにできる事は色々ありますが、例えば広告を使ってサイトへの訪問者数を増やす、カートに入れたのに購入まで至らない人の割合を下げるなどです。
ECサイトならかご落ち率というのものもあります。
これは、商品をカートに入れたのに、顧客情報の入力など購入完了まで至らない段階でページを離脱してしまったユーザーの割合です。購入までのどの段階で離脱したかによって対策が変わってきます。

他にも書ききれないほどありますが、ユーザーのアクセス状況を数値化する事によって見えてくる課題があるはずです。その課題に対してどのように対策を取ってアクセス数を増やし成約率を上げていくか、というのがアクセス解析の目的です。

企業成長のための貴重な情報源であるアクセス情報を、今一度見直してみてはいかがでしょうか。

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執筆者:藤 勝行 (http://xlab.co.jp)

4年間経営した会社を倒産後、再度起業したインターネット広告代理店(エックスラボ)を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。

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