隐式挖掘网站用户行为

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。

66 Responses to “隐式挖掘网站用户行为”

  1. liliyun Says:

    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. Moond Says:

    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. zyc Says:

    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. Shall We Zen » links for 2007-04-05 Says:

    […] 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. Angela Says:

    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. Moond Says:

    是,也许也和应用教育有关。不过我们都在摸索中成长…

  7. jskin Says:

    呵呵!看来有是一次挑战!!!

  8. 千鸟 Says:

    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. hax Says:

    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。。。

  10. happy3g blog » Blog Archive » 整理自“以用户为中心的设计”博客! Says:

    […] 隐式挖掘网站用户行为 […]

  11. 灵戈 Says:

    怎么样才能吸纳更多的线下用户?具体有那些操作方式?

  12. 互联网的那点事… » blog archive » 采集网站用户行为的免费工具 Says:

    […] 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. 隐式挖掘网站用户行为 - 【We are blogger!】 Says:

    […] 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. linksjuy Says:

    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. urethritis Says:

    写的都是理论,看的晕晕的,

  16. Links London Says:

    相当透彻

  17. bihuman Says:

    数据仓库与挖掘技术延伸,精华

    train.bihuman.com 培训

  18. 采集网站用户行为的免费工具(转) » aciyang.com Says:

    […] 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? […]

  19. iceFiFi » Blog Archive » 《UCD火花集》电子书版下载 Says:

    […] 隐式挖掘网站用户行为 http://ucdchina.com/blog/?p=12 […]

  20. hulu downloader Says:

    whole idea that complex software should "help" me doing things

  21. Windows Tips and Tricks Says:

    Great article! If you want to read more about Windows tricks and tips, computer news, laptops, freeware software and tech news, read my blog!

  22. weeds season 6 Says:

    Great share what a great post!! thanks

  23. watch weeds season 6 Says:

    Thanks good share!

  24. weeds season 6 episodes Says:

    Thanks good read

  25. weeds season 6 episode 1 Says:

    Thanks nice read

  26. 波浪理论 Says:

    博主在这方面分析的真是全面“收集数据-过滤数据-习惯分析-实际案例”一整套,需要进一步吸收和实战!

  27. pozycjonowanie naturalne Says:

    It is really a great and helpful piece of info. I’m glad that you shared this useful information with us. Please keep us informed like this. Thank you for sharing.

  28. 红领巾 Says:

    分析的很好,受益匪浅,谢谢博主的分享http://www.0531yk.com/

  29. chronic commissions review Says:

    I have just bookmarked your blog post titled “隐式挖掘网站用户行为 - 团队博客 - 以用户为中心的设计”. The moderated comments in your blog has added to keep rich discussion on the topic.

  30. weight loss program Says:

    I’d should examine with you here. Which is not something I usually do! I enjoy studying a post that can make folks think. Additionally, thanks for permitting me to remark!

  31. Marty Pignataro Says:

    We all learn all concerning the lively mode you present simple information by means of the web site and in addition boost response from website visitors on the topic then our own simple princess is undoubtedly studying a lot of things.

  32. Mariana Blume Says:

    Your personal warm and helpful useful information denotes a lot to me and a whole lot more to my office colleagues.

  33. Chara Hemann Says:

    You’ve got some genuinely beneficial information published here. Great job and keep posting superb stuff.

  34. free sex videos Says:

    This truly is such a awesome write-up. I’ve been searching for this info for quite a while now and then lastly stumbled upon your internet website. Thanks so a lot for posting this, this has helped me out tremendously. By the way I really like the style of the weblog, looks excellent, did you create it all by yourself?

  35. Mexico Jersey 2011 2012 Says:

    KKLA Sports Apparel Co., Inc was established in 2000 in ZeJiang, China. Now it has 12 branch companies around China. We are a worldwide wholesaler of Sports Apparel (Soccer Jersey,baseball Jersey,Basketball Jersey,Football Jersey,Icehockey Jersey). Our company consists of design, develop, produce, sale and service. Now we have more than 6 professional factories for our own products. Professional QC for professional products and service.You can mix NHL NBA Jerseysdifferent styles and sizes. And there is no mini order for you, Lowest price and Best service. Let’s be friends and business partner. Don’t hesitate to contact with us if you need anytime. We can supply those all NFL MLB NHL NBA Soccer Teams,such as NFL Teams: Arizona Cardinals Jersey , Chicago Bears Jersey ,Dallas Cowboys Jersey ,Houston Texans Jersey , Minnesota Vikings Jersey , New York Giants Jersey , San Diego Chargers Jersey,San Francisco 49ers Jersey , Tennessee Titans Jersey ,NHL Teams : Atlanta Thrashers Jersey , Colorado Avalanche Jersey , Detroit Red Wings Jersey , Hartford Whalers Jersey , New Jersey Devils Jersey , New York Rangers Jersey ,Philadelphia Flyers Jersey , San Jose Sharks Jersey ,Tampa Bay Lightning Jersey , NBA Teams: Atlanta Hawks Jersey , Indiana Pacers Jersey,Los Angeles Clippers Jersey , New Orleans Hornets Jersey,New York Knicks Jersey , Phoenix Suns Jersey , Seattle Sonics Jersey , Kobe Bryant Jerseys Jersey ,MLB Teams: Atlanta Braves Jersey , Cincinnati Reds Jersey , Kansas Royals Jersey, Los Angeles Dodgers Jersey , New York Yankees Jersey , San Diego Padres Jersey, Texas Rangers Jersey, Washington Nationals Jersey,Soccer Teams: Arsenal Jersey , Juventus Jersey ,Lyon Jersey , Others Club Teams Jersey , Italy Jersey, Portugal Jersey and so on

  36. Sewing Machine Review Says:

    A lot of thanks for every one of your effort on this web page. Debby enjoys making time for investigations and it’s obvious why. I know all of the powerful form you produce priceless guidelines on the website and in addition cause response from people on the content then our favorite princess is really learning a great deal. Enjoy the rest of the year. You’re the one conducting a really great job.

  37. clear motorcycle glasses Says:

    Sweet web site, super pattern, really clean and apply friendly.

  38. Gordon Muldowney Says:

    Fantastic blog you have here. You will see me reading through your stuff often. Bookmarked!

  39. how to franchise kiddie academy Says:

    -what the hell is going on to lebron james ??? he’s so unlucky.! :(,dWelove,

  40. Cheap Cowboys Jerseys Says:

    KKLA Sports Apparel Co., Inc was established in 2000 in ZeJiang, China. Now it has 12 branch companies around China. We are a worldwide wholesaler of Sports Apparel (Football Jersey,Soccer Jersey,baseball Jersey,Basketball Jersey,Icehockey Jersey). Our company consists of design, develop, produce, sale and service. Now we have more than 6 professional factories for our own products. Professional QC for professional products and service.You can mix MLB NFL NBA NHL Jerseysdifferent styles and sizes. And there is no mini order for you, Lowest price and Best service. Let’s be friends and business partner. Don’t hesitate to contact with us if you need anytime. We can supply those all NFL MLB NHL NBA Soccer Teams,such as NFL Teams: Arizona Cardinals Jersey , Cincinnati Bengals Jersey , Green Bay Packers Jersey,Houston Texans Jersey , New England Patriots Jersey, New York Jets Jersey , San Diego Chargers Jersey, St. Louis Rams Jersey, Washington Redskins Jersey,NHL Teams : Atlanta Thrashers Jersey , Colorado Avalanche Jersey , Detroit Red Wings Jersey , Los Angeles Kings Jersey ,Minnesota Wild Jersey , New York Jets Jersey , Phoenix Coyotes Jersey ,Quebec Nordiques Jersey , Toronto Maple Leafs Jersey , NBA Teams: Boston Celtics Jersey ,Cleveland Cavaliers Jersey , Los Angeles Lakers Jersey , New Jersey Nets Jersey , Orlando Magic Jersey, Sacramento Kings Jersey, Seattle Sonics Jersey , Kobe Bryant Jerseys Jersey ,MLB Teams: Boston RedSox Jersey,Chicago Cubs Jersey ,Devil Rays Jersey ,Los Angeles Angels of Anaheim Jersey , Oakland Athletics Jersey ,Pittsburgh Pirates Jersey ,San Francisco Giants Jersey , Toronto Blue Jays Jersey ,Soccer Teams: Barcelona Jersey , Liverpool Jersey, Real Madrid Jersey, Others Club Teams Jersey , Holland Jersey , USA Jersey and so on

  41. Russ Degidio Says:

    I was going to visit IBM for six months as a visiting scientist. Now, six months is a lot of time, so I came with a whole list of projects that I might want to work on. construction industry 2011

  42. pavilions Says:

    you’ve got an ideal weblog here! would you wish to make some invite posts on my blog?

  43. lace table cloth Says:

    you have a great blog here! would you like to make some invite posts on my blog?

  44. free hosting joomla websites Says:

    you are actually a just right webmaster. The site loading velocity is amazing. It kind of feels that you are doing any distinctive trick. Also, The contents are masterwork. you have performed a fantastic process on this topic!

  45. kareo Says:

    I do love the manner in which you have presented this particular challenge plus it does present us some fodder for consideration. However, coming from everything that I have witnessed, I basically wish as the actual commentary stack on that people remain on point and don’t start upon a soap box regarding some other news of the day. StillUGG Women boots, thank you for this superb point and whilst I do not really agree with this in totality, I regard the perspective.

  46. Samsung Epic 4G Touch Accessories Says:

    TY for the useful info! I wouldnt have found this myself!

  47. Gene Lechner Says:

    Wonderful blog! I found it while surfing around on Yahoo News. Do you have any tips on how to get listed in Yahoo News? I’ve been trying for a while but I never seem to get there! Appreciate it.

  48. Nu Kizewski Says:

    Thanks so much for giving everyone an extremely memorable chance to discover important secrets from this blog. It is usually so enjoyable and full of a lot of fun for me personally and my office peers to search your website more than three times per week to learn the new issues you have. And indeed, I am also actually astounded for the cool solutions you give. Certain two ideas in this article are rather the most beneficial I’ve ever had.

  49. nfl live streaming Says:

    This is the fitting weblog for anybody who wants to find out about this topic. You realize a lot its virtually laborious to argue with you (not that I really would want…HaHa). You definitely put a new spin on a topic thats been written about for years. Great stuff, simply nice!

  50. BG mail Says:

    Oh my goodness! a tremendous article dude. Thank you Nonetheless I’m experiencing concern with ur rss . Don’t know why Unable to subscribe to it. Is there anybody getting identical rss downside? Anyone who is aware of kindly respond. Thnkx

  51. Boston Web Design Says:

    Thank you for your thoughtful post!

  52. data recovery philadelphia Says:

    I don’t suppose I’ve never learned anything like this before. So good to find somebody with some original thoughts on this subject. I really thank you for beginning it. This web site is one thing that’s needed on the internet, someone with slightly originality.

  53. Constipation remedies Says:

    An exciting language is couturier annotate. I reckon that you should write author on this issue, it strength not be a inhibition topic but mostly people are not enough to verbalise on much topics. To the next. Cheers like your 隐式挖掘网站用户行为 - 团队博客 - 以用户为中心的设计.

  54. Belly Button Rings Says:

    Appreciate it for sharing 隐式挖掘网站用户行为 - 团队博客 - 以用户为中心的设计 with us keep update bro love your article about 隐式挖掘网站用户行为 - 团队博客 - 以用户为中心的设计 .

  55. tina Says:

    Oh my goodness! a tremendous article dude. Thanks Nevertheless I am experiencing problem with ur rss . Don’t know why Unable to subscribe to it. Is there anyone getting an identical rss drawback? Anybody who knows kindly respond. Thnkx

  56. Abel Berrey Says:

    We are a group of volunteers and opening a new scheme in our community. Your site offered us with valuable information to work on. You’ve done a formidable job and our entire community will be grateful to you.

  57. Linwood Kurcaba Says:

    Hi there, You’ve done an excellent job. I will certainly digg it and personally suggest to my friends. I’m confident they’ll be benefited from this web site.

  58. minecraft skins Says:

    Thanks writer for sharing this online. I darling every bit of it.

  59. How To Become More Confident Says:

    Hello! Do you know if they make any plugins to safeguard against hackers? I’m kinda paranoid about losing everything I’ve worked hard on. Any recommendations?

  60. Coleen Wingfield Says:

    I am typically to running a blog and i actually respect your content. The article has really peaks my interest. I am going to bookmark your website and hold checking for brand new information.

  61. Cell Phone Accessories Says:

    This is my Excerpt

  62. Beat Procrastination Says:

    We stumbled over here by a different website and thought I may as well check things out. I like what I see so i am just following you. Look forward to looking at your web page repeatedly.

  63. wrapping paper online Says:

    Whoa! that post was quite helpful thanks.

  64. pan card status Says:

    Great blog! I really love how it’s easy on my eyes as well as the information are well written. I am wondering how I could be notified whenever a new post has been made. I have subscribed to your rss feed which ought to do the trick! Have a nice day!

  65. Stepanie Coran Says:

    Rattling excellent visual appeal on this internet site, I’d value it 10.

  66. Monte Wickings Says:

    you are really a good webmaster.The website loading speed is incredible.It seems that you are doing any unique trick.Also, The contents are masterpiece.you’ve done a wonderful job on this topic!

Leave a Reply

You must be logged in to post a comment.