Розвиток аналітичного інструментарію аудиту сайта інформаційного порталу

Abstract

Запропоновано систему показників комплексного аудиту сайта інформаційного порталу. Складовими комплексного аудиту визначено технічний, юзабіліті, пошуковий та маркетинговий аудит. Для прийняття оперативних рішень рекомендовано проводити експрес-аудит із використанням вебаналітики. За результатами проведеного експрес-аудиту інформаційних порталів м. Харкова визначено основні їх недоліки та проблеми. Запропоновано практичні рекомендації щодо покращення сайтів інформаційних порталів для вирішення специфічних завдань та формування лояльності користувачів.

The specificity of the information product of the Internet media determines the peculiarities of creation and promotion of their Internet resources, the purpose of which is capturing the readership, ensuring demand among content users and advertisers. The formation of consumer value of the information product in the digital environment depends on the quality of a website, its content, availability, ease of navigation and speed of obtaining the necessary information, correspondence of the content to the information requests of the target audience. Therefore, given the high level of saturation of the digital space of online media, there is a need to optimize the website, which requires their analysis to identify problem areas and develop solutions for development, improvement and promotion. The purpose of the article is development and use of analytical tools for auditing the website of the information portal by systematizing the indicators and parameters of a comprehensive audit, taking into account the specifics of their information product and the goals of its promotion in the digital environment. The system of parameters and indicators of complex audit in the context of components: technical, usability, search and marketing audit is offered. In order to make operational decisions on the optimization of the information portal website, it is recommended to conduct a rapid audit using web-analytics. The key indicators of the website's effectiveness are the following: indicators of the number of visits for the last 6 months; the number of pages viewed per visit; the average duration of website visits; direct traffic; failure rate. Based on the secondary data of the content audit and the conducted express audit of the TOP-10 websites of information portals of Kharkiv, their main shortcomings and problems have been identified. There is a lack of proper editorial and marketing policy, strategy for promotion on the Internet, so there is limited use of available digital capabilities, communication potential. Most of the analyzed sites of information portals in Kharkiv are characterized by low rank, short duration of visits and a limited number of pages of visits. Traffic indicators revealed shortcomings in ensuring interaction with the target audience. The low level of interconnection of Internet resources of information portals has been established and the need to intensify promotion in social networks and SEO-optimization to increase traffic has been proved. Practical recommendations for improving the websites of information portals to solve specific problems of attracting audiences and building user loyalty to certain online media, the implementation of which will solve the problem of raising them to the top in search results, thereby developing the resource, create competitive advantages and strengthen position of the website in the digital environment, scale it, increasing the flow of traffic from various sources, increase the level of use of the communication potential of Internet resources.