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隐式挖掘网站用户行为

2007年03月31日 上午 0:05
作者:千鸟 | 话题:

如何了解用户需求?根据用户是否主动参与分为显式与隐式两种挖掘模式,因为显式的动静比较大,有很大局限性,所以为了保证结果准确性以及提高用户接受度,一般都采用隐式。

用户的日常交互行为会产生四类关键数据:鼠标移动轨迹、链接点击分布、页面浏览流、页面停留时间。通过用户的行为能反映用户的观点,同时利用访问的网页次序可以找出网页之间的隐性关系。

收集数据

  1. Web服务器的日志(用户会话记录)
  2. Web trends或类似的第三方共享软件(客户端分析,流量分析,可用性分析)
  3. 自己开发的第三方软件/插件(需求自定义)

大型网站通常会把以上三种方法组合应用,大致原理就是给进入网站的用户赋予身份识别,每次产生交互动作就向服务器发回请求,通过时间和页面判断连接各个请求点并且记录下来。(算法不讨论)

过滤数据

  1. 明确目标,定义核心数据。
  2. 界定用户行为,利用多数人的行为来消除个人行为的主观性。
  3. 对用户进行归类,确定数据类别。

大型网站每天所产生的数据量是惊人的,所以常规需求一般都是定时或定量的分析。另外,额外的数据处理会减慢网站的速度,搜集的数据越多,潜在的负面影响越大。

习惯分析

  1. 对用户浏览过的页面进行内容分析,根据信息主题对页面进行聚类。
  2. 聚类过程中除了考虑页面内容相近程度,还应该考虑页面路径。
  3. 把用户浏览行为对其兴趣的作用列入聚类结果,得到综合评估模型。

用户兴趣分偶然和稳定两种情况,其中偶然可以认为是随机变化的,稳定的挖掘又有基于内容和行为两种方式,在内容上表现有重复度、相似度等,在行为上表现有停留时长、点此次数、拉动滚动条次数等。

实际案例

类似系统、浏览器、分辨率的客户端分析,常见而且简单,略过。

关于鼠标轨迹、点击分布的可用性例子:

  1. 跟踪用户在进行检索时的鼠标移动轨迹,可以获取用户操作的先后顺序、热点功能、动作曲线等一手数据,这些都是改善或简化表单的重要参考。
  2. 在重要的页面进行详细的点击分布监控统计,主要检查信息呈现的易用性,看看有没有偏离设计初衷,经常更新,找到规律。

处理特定用户行为、用户群、用户来路的任务流例子:

  1. 监控分布式注册流程,能够看到有多少用户填了表单、填完了表单,或者在某个步骤有异常流失。
  2. 监控不同模块入口过来的注册用户,能够统计出各模块导入的有效注册量、百分比、成功率,以便合理调配资源。
  3. 监控投放广告过来的注册量、注册成功率、转换付费用户成功率,以便明确广告的投入产出比。
  4. 监控用户的纵深浏览行为,是测试导航可用性很好的办法,也就是说用户会不会在你的网站内迷路?

结束

再次强调,这里的讨论仅限于后期研究的隐式挖掘,就是不去惊动用户,不让用户察觉的方法,完全通过技术手段拿到我们想知道的数据,再通过理论分析来改进产品。

之前在某上市公司全程参与了类似系统的开发,最艰难的部分还是在如何获取数据的基础建设阶段,但终归是一劳永逸的事情,对以后的发展有益无害。

转载请注明出自UCDChina.com,谢谢。

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评论(66)

  1. 现在收集数据的工具是自己开发的还是有专门的软件已经可以用了?

  2. 具我现在的工作环境, 我们是聘用的专门的统计咨询公司来提供所需资料和数据。更加自身项目大小, 一些小的工具或简单用户调查都是可以自己来完成的。

  3. 那家公司阿? 我的建议把社会网络分析技术引进来,不过真正会sna又会data mining的我的圈里有0.5个。我也是0.5阿。哈哈。问问那些做电信和金融挖掘的人,也许有好的。还有一个国内有个专业论坛问问,时代变化很快,在互联网更是,我们需要新技术来提高竞争力。毕竟国外的打到家门口了。

  4. […] 隐式挖掘网站用户行为 - 以用户为中心的设计 (tags: 用户体验 design UE) […]

  5. 在国外使用第三方公司的服务是很常见的,国内也有,但似乎应用范围不是很大。可能跟第三方提供的服务也有一定的关系。

  6. 是,也许也和应用教育有关。不过我们都在摸索中成长…

  7. 呵呵!看来有是一次挑战!!!

  8. 让第三方参与数据统计,主要是为了降低成本,如果公司觉得用户数据对于建百年老店很重要,肯定更愿意自己来做。

    另外,第三方无论如何是不可能参与进一些细节东东的,因为他们的产品不是为某个客户定制开发的。

  9. web上这样的(完整记录用户行为的)工具还是有一定技术难度的。说不定以后我可以做做。。。

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  11. 怎么样才能吸纳更多的线下用户?具体有那些操作方式?

  12. […] 我想很多网站都在隐式挖掘网站用户行为,从这些数据我们可以发现用户的行为其实和我们的想象很不一样。千鸟说“用户的日常交互行为会产生四类关键数据:鼠标移动轨迹、链接点击分布、页面浏览流、页面停留时间”。那这四类数据是怎样进行采集的呢? […]

  13. […] 本文转载自:http://ucdchina.com/blog/?p=12 本文标签:用户行为 所属分类:设计.创意 链接地址:http://hiblog.us/implicit-excavation-site-user-behavior.html 浏览前页:如何设置Ping以第一时间更新自己的频道 浏览后页: Google Adsense336*280 […]

  14. 分析得非常透彻, 观点也很有见地.再回过头来好好看一遍

  15. 写的都是理论,看的晕晕的,

  16. 相当透彻

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  18. […] 想很多网站都在隐式挖掘网站用户行为,从这些数据我们可以发现用户的行为其实和我们的想象很不一样。千鸟说“用户的日常交互行为会产生四类关键数据:鼠标移动轨迹、链接点击分布、页面浏览流、页面停留时间”。那这四类数据是怎样进行采集的呢? […]

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