如果您在您的网站上安装了 Google Analytics，那么您就有一个非常强大的工具可用于围绕您的网站流量(website traffic)进行用户研究。
在本文中，您将了解一些使用Google Analytics（分析(Analytics)）进行用户研究的提示和技巧。这项研究的结果将帮助您更好地了解您的受众，以便您可以围绕访问者最有可能感兴趣的内容来制作您的网站内容。(site content)
如何导航到谷歌分析用户研究(Google Analytics User Research)
访问Google Analytics并使用您的Google 帐户(Google account)登录。访问您在 Google Analytics 中注册的网络媒体资源(web property you’ve registered in Google Analytics)。
在左侧导航窗格(navigation pane)中，展开受众(Audience)部分。此菜单包含我们将在本指南中介绍的所有用户研究部分。(User Research)当您从此部分选择概览时，您将看到(Overview)用户流量(user traffic)的基本概览。
此视图允许您添加“细分”来比较受众。我们将在本文的最后一节中添加细分。
如果您向下滚动到此页面的底部，您将在左侧看到一个人口统计列表，您可以从中进行选择。当您选择这些时，您会在右侧看到一个排名，显示您的网站访问者的人口统计细分。
这些人口统计数据包括语言、国家、城市、浏览器、操作系统、服务提供商(service provider)、操作系统、服务提供商(service provider)和屏幕分辨率。
探索用户人口统计
如果您想在用户研究中进一步深入了解特定的用户人口统计数据，请向下滚动受众菜单(Audience menu)，展开人口统计数据(Demographics)，然后选择概览(Overview)。
在此页面上，您将看到基本人口统计数据的基本视觉概览——年龄和性别(age and gender)。
在 Demographics 下，您可以选择Age以查看有多少访问者处于特定年龄范围内的细分。
这对于查看您的网站是否更吸引年轻、中年或年长的受众群体非常有帮助。该图表还将显示这些趋势如何随时间变化。
您还可以通过选择人口统计下的性别来查看访问您网站的男性或女性的类似细分。(Gender)
如何使用基本人口统计数据：通过了解构成(How to Use Basic Demographics)访问者群(visitor base)最大部分的年龄和性别，您可以更好地调整内容以吸引最广泛的受众。它还将帮助您确定可能需要扩大受众群体的大领域。
除了(Beyond)基本的人口统计数据之外，Google Analytics 中的 Audience 下的其他部分可让(Google Analytics let)您(Audience)深入了解有关访问者的更多详细信息。
探索您的访客兴趣
Audience下的下一个部分称为Interest让您可以访问有关访问者的大量详细信息。
多亏了在访问者使用的计算机和移动设备上收集的 cookie，谷歌(Google)有很多关于他们兴趣的详细信息。您的访问者信息可在您的Google Analytics（分析(Analytics)）帐户的“兴趣”部分(Interests section)下找到。
如果您选择概览(Overview)，您可以查看按兴趣类型(interest type)组织的所有访问者的兴趣。这些类型的组织如下：
- 亲和类别（范围）(Affinity Category (reach))：用户更有可能有兴趣了解的主题。
- 市场细分(In-Market Segment)：您的访问者通常研究或购买(research or purchase)的产品和服务。
- 其他类别(Other Category)：对访问者感兴趣的内容的更一般的看法。
您可以通过在Google Analytics(Google Analytics)中的兴趣下选择这些兴趣类别来进一步深入了解这些兴趣类别。选择Affinity Categories以查看有多少用户访问过您的网站，他们有这些特定的兴趣。
选择“有购买意向的细分(In-Market Segments)”以查看有多少用户访问了您的网站，他们研究或购买了特定产品或产品类型。
选择其他类别(Other Categories)以查看有多少用户访问过您的网站，他们的兴趣范围更广、更广泛。
如何使用兴趣(How to Use Interests)：了解访问者的兴趣是将网站内容集中在读者最感兴趣的主题上的最有效方法之一。如果您运行博客或制作博客，亲和(Affinity) 类别(Categories)是最好的起点文章，但如果您通过自己的网站销售产品，则市场细分可能会更好。(In-Market Segments)
您的访客的地理位置
如果您认为访问者来自哪里并不重要，请再想一想。(t matter)互联网是全球性的，如果你能吸引美国(United) 以外(States)的观众，你就能吸引更多的观众。
有几种方法可以分析文化对受众细分(audience breakdown)的影响。要查看您的网站目前所处的位置，请选择受众下的地理。(Geo)在此菜单下选择语言。(Language)
这将向您显示访问者使用的主要语言。这主要基于他们的原籍国以及Google收集的其他因素。
但是，要查看您的访问者来自的实际国家/地区，请选择Location。
在“位置”页面(Location page)的顶部，您会看到一个全球热图(heat map)，其中显示了访问者的数量。较深(Darker)的蓝色代表更多的访问者，较浅的蓝色表示较少的访问者，没有颜色表示您没有来自这些国家的任何访问者。
向下滚动(Scroll)页面以查看国家/地区的实际列表以及这些访问者在您选择的时间段内的访问次数。(time period)
如何使用位置(How to use Location): 说英语的美国人(Americans)作为主要受众是很常见的。但是，您可以通过提及其他国家/地区的人们关心的主题来增加来自其他国家/地区的受众。例如，您可能会提到对某些服务或产品的访问可能会受到限制。或者为访问者提供一些技巧，例如如何使用VPN来处理在线地理限制。
您的访客技术
如果您希望访问者在您的网站上获得最佳体验，您需要根据大多数访问者使用的技术来定制网站设计。(site design)
谷歌分析(Google Analytics)让您深入了解该技术。在Audience 菜单(Audience menu)下，选择Technology以查看此内容。您将在此菜单下看到两个选项。选择浏览器和操作系统(Browser & OS)以查看大多数访问者使用的Web 浏览器(web browser)和操作系统。
在此部分下，您会注意到首先选择了“浏览器”选项卡(Browser tab)，以及您从使用某些浏览器的访问者那里获得的访问次数。
选择操作系统(Operating System)选项卡以查看访问者使用的最常见操作系统的列表。
您会注意到顶部还有其他选项卡，可让您探索有关访问者技术的其他内容。
- 屏幕分辨率
- 屏幕颜色（位类型）
- 闪存版
- Java 支持（在其他下）
如果您在Google Analytics中选择“(Google Analytics)移动(Mobile)”菜单，您还可以查看访问者使用手机或平板电脑(phone or tablet)访问时最常用的移动设备。
如何使用技术(How to use Technology)：了解大多数访问者使用的浏览器、操作系统或移动设备是确保您的网站适合大多数访问者的有效方法。您可以使用此信息使用访问者使用的最常见技术进行站点测试。
其他有用的用户研究指标
Google Analytics（分析(Google Analytics)）中的受众(Audience)下还有一些其他部分，用于提供其他指标，可以让您进一步了解您的受众。
如果您选择用户流(Users Flow)，您将看到令人印象深刻的视觉效果，向您展示不同用户组如何浏览您的网站。从下拉列表中选择国家(Country)，您将看到来自美国、英国和其他国家/地区的用户如何点击(United) 您网站(United Kingdom)上(States)的页面。
您还可以通过选择其他人口统计选项（例如浏览器、语言等）来查看此视觉效果。
从“受众”菜单(Audience menu)中选择“概览(Overview)” ，然后选择顶部的“ 添加细分”以包含您想要进行比较的任何其他人口统计数据。(Add Segment)
例如，您可能希望查看大学生访问者与总体访问者的比例。如果您启用College Age作为新段，则页面顶部的视觉对象将显示第二行，以便您查看此比较。
您可以向此视图添加其他细分，以比较您的受众中的其他人口统计人口。
做谷歌分析用户研究(Google Analytics User Research)
如您所见，Google Analytics是一个非常强大的工具，可以对您的网站访问者进行用户研究。这种洞察力可以帮助您定制内容甚至网站设计，从而吸引更多的受众。它还可以帮助您确保您的网站对于最常访问您网站的大多数访问者来说都是完美的。
Google Analytics User Research Methods to Boost Website Traffic
If you have Google Analytics installed on your website, you have a very powerful tool available to perform user research aroυnd your websitе traffic.
In this article, you’ll learn some tips and tricks to use Google Analytics to perform user research. The results from this research will help you better understand your audience so you can craft your site content around what your visitors are most likely to be interested in.
How To Navigate to Google Analytics User Research
Visit Google Analytics and log in using your Google account. Visit the web property you’ve registered in Google Analytics.
In the left navigation pane, expand the Audience section. This menu contains all of the User Research sections that we’ll cover in this guide. When you select Overview from this section, you’ll see a basic overview of your user traffic.
This view lets you add “segments” to compare audiences. We’ll get to adding segments in the last section of this article.
If you scroll down to the bottom of this page you’ll see a list of demographics on the left that you can select from. As you choose these, you’ll see a ranking on the right showing the demographic breakdown of your site visitors.
These demographics include language, country, city, browser, operating system, service provider, operating system, service provider, and screen resolution.
Exploring User Demographics
If you want to dig further into specific user demographics as part of your user research, scroll down the Audience menu, expand Demographics, and select Overview.
On this page you’ll see a basic visual overview of basic demographics — age and gender.
Under Demographics, you can select Age to see a breakdown of how many of your visitors are within certain age ranges.
This can be very helpful to see if your website appeals more to younger, middle-aged, or older audiences. The graph will also show how these trends have shifted over time.
You can also see a similar breakdown of males or females visiting your site by selecting Gender under Demographics.
How to Use Basic Demographics: By understanding the ages and gender that make up the largest segment of your visitor base, you can better fine-tune your content to appeal to the widest audience. It will also help you identify large areas where you may need to grow your audience as well.
Beyond basic demographics, other sections under Audience in Google Analytics let you dig into many more details about your visitors.
Exploring Your Visitor Interests
The next section under Audience called Interest gives you access to an amazing array of details about your visitors.
Thanks to cookies that are collected on the computers and mobile devices that your visitors use, Google has a lot of details about their interests. This information about your visitors is available in your Google Analytics account under the Interests section.
If you select Overview, you can see all of your visitors’ interests organized by interest type. These types are organized as follows:
- Affinity Category (reach): Topics that users are more likely to be interested in learning about.
- In-Market Segment: Products and services that your visitors commonly research or purchase.
- Other Category: Somewhat more general views of what your visitors are interested in.
You can dive further into these interest categories by selecting these under Interests in Google Analytics. Select Affinity Categories to see how many users have visited your site who have these specific interests.
Select In-Market Segments to see how many users have visited your site who have researched or purchased specific products or types of products.
Select Other Categories to see how many users have visited your site who have a broader, more general set of interests.
How to Use Interests: Knowing your visitors’ interests is one of the most powerful ways to focus the content of your website toward topics that your readers will be most interested in. Affinity Categories are the best place to start if you run a blog or produce articles, but In-Market Segments might be better if you sell products with your website.
Your Visitors’ Geography
If you think it doesn’t matter where your visitors come from, think again. The internet is global, and if you can appeal to an audience beyond just the United States, you stand to attract a much larger audience.
There are several ways to analyze the impact of culture on your audience breakdown. To see where your site stands today, select Geo under Audience. Select Language under this menu.
This will show you the primary languages spoken by your visitors. This is largely based on their country of origin, among other factors collected by Google.
However, to see the actual countries your visitors are from, select Location.
At the top of the Location page, you’ll see a global heat map that shows you the volume of your visitors. Darker blue represents more visitors, lighter blue means fewer visitors, and no color means you don’t get any visitors from those countries.
Scroll down the page to see the actual list of countries along with the number of visits from those visitors over the time period you’ve selected.
How to use Location: It’s common to have English-speaking Americans as a primary audience. However, you can grow an audience from other countries by including mention of topics that people in other countries care about. For example, you may mention how access to certain services or products may be limited. Or provide visitors with tips on things like how to use a VPN to deal with geographic limitations online.
Your Visitors’ Technology
If you want your visitors to have the best possible experience on your site, you need to tailor the site design to the technology most of your visitors use.
Google Analytics gives you great insights into that technology. Under the Audience menu, select Technology to see this. You’ll see two options under this menu. Select Browser & OS to see the web browser and operating systems most of your visitors use.
Under this section, you’ll notice the Browser tab is selected first, and the number of visits you’ve received from visitors using certain browsers.
Select the Operating System tab to see the list of most common operating systems your visitors are using.
You’ll notice that there are also other tabs at the top that let you explore other things about your visitors’ technology.
- Screen resolution
- Screen colors (bit type)
- Flash version
- Java support (under Other)
If you select the Mobile menu in Google Analytics, you can also see the most common mobile devices your visitors use when they visit with their phone or tablet.
How to use Technology: Knowing the browser, OS, or mobile device most of your visitors use is a powerful way to make sure your site works well for the majority of those visitors. You can use this information to do site testing with the most common technologies your visitors use.
Other Useful User Research Metrics
There are a few other sections under Audience in Google Analytics for other metrics that can give you further insight into your audience.
If you select Users Flow, you’ll see an impressive visual that shows you how different user groups navigate your website. Select Country from the dropdown, and you’ll see how users from the United States, United Kingdom, and other countries click through the pages on your site.
You can also see this visual by selecting other demographic options like browser, language, and more.
Select Overview from the Audience menu and then select Add Segment at the top to include any additional demographics that you want to do comparisons on.
For example, you may want to see the proportion of college-age visitors compared to overall visitors. If you enable College Age as a new segment, the visual at the top of the page will show a second line so you can see this comparison.
You can add additional segments to this view to compare additional demographic populations in your audience as well.
Doing Google Analytics User Research
As you can see, Google Analytics is a very powerful tool to do user research about your website visitors. This kind of insight can help you tailor your content and even your website design so that it appeals to a much larger audience. It can also help you to ensure that your site looks and feels perfect to the majority of visitors that frequent your website most often.
