Visits: Visits, or traffic, are the basis of e-commerce websites. Without traffic, all work has no foundation.
Conversion rate: Traffic conversion rate is an indicator that all e-commerce companies attach great importance to, and it is also an important standard to measure whether the traffic introduced by shops and websites is of high quality. Under the condition of constant flow, only by improving the conversion rate can the overall income be improved.
Customer unit price: the goods with good sales volume should be the goods that customers like, but we can't ignore the potential of some goods because of their small sales volume.
In addition to the above data points, the daily operation data on the e-commerce website also includes website-related data, commodity-related data, order-related data, customer-related data and brand-related data.
analyse
1. flow analysis
The main reason for analyzing traffic sources is to let us know our potential customers better. To do a good user experience, we need to know the demographic, temporal and spatial attributes and interest attributes of potential customers, which is equivalent to doing a background survey on them. Only by knowing the visitors in detail can we be targeted.
Analyze the source characteristics of traffic: the sources of traffic include search engines, keyword purchases, external links and direct access. Different flows have their own characteristics, and because of these characteristics, their functions are also different.
Analyze the temporal and spatial attributes of visitors: If the temporal and spatial attributes of visitors can match the commodity attributes of our website, the effect of realizing traffic will be improved.
Analyze the crowd attributes of visitors: information about visitors (including age, gender, education, income information, etc. ) can be identified from a large number of web browsing records and network behavior. The more information visitors have, the more web browsing records they have, and the more accurate we can judge the attributes of these people. If we can accurately grasp the crowd attributes of the traffic source, we can make the push of goods more accurate.
Analyze the customer's interest attribute: We can analyze the customer's interest points by analyzing the characteristics of the traffic source, and we can better push the product information from the customer's interest points.
But pay attention to the analysis of traffic. Not everyone is 100% accurate in judging the attributes of visitors and their interests.
2. Network analysis
If your website is relatively simple, you can directly use web analysis tools such as Google Analytics to do traffic analysis on the website. However, if the website is complex, then we need to use the building system tool to understand the detailed information of website access through log analysis. If we can combine the log analysis of multiple websites, we can understand the behavior of customers before and after entering the website, so as to understand more deeply the customer's interest in the goods and content on the website.
The data that the website operation has to look at.
Because each customer's usage habits are different, the requirements for the website are also different. When optimizing the page, you can only consider the needs of most people. Of course, if we can clearly distinguish the people who have special requirements for the page, it is also possible to optimize them specifically.
Website content: frequently updated articles, commodity-related topics, the company's official blog, Weibo's links, network sharing functions in various positions of the website, and tools to facilitate customer communication should be provided.
Page bounce rate and second hop rate: Bounce rate and second hop rate are important indicators to measure the quality of external traffic. Simply put, the lower the bounce rate, the better, and the higher the second hop rate, the better.
Page heat analysis: the heat map shows the page area that visitors are keen on by the depth of bright spot color. The brighter the color, the more visitors like to click on this position. Using heat map, web analytics can clearly see the focus of visitors' interests in every area of the page, which is very intuitive.
3. Improve the conversion rate of the website
The change of conversion rate is greatly influenced by many factors. The traffic conversion rate brought by different advertisements is different, the average conversion rate of different categories is different, the average conversion rate of different brands is different, the average conversion rate of merchants with different positioning is different, and even the average conversion rate of merchants with the same positioning in the same category is quite different. For the same merchant, the conversion rate of different commodities at different stages is not a fixed value, which will be affected by factors such as commodity prices and picture display methods.
So first of all, we need to know the purchase process of a customer on the website and master the data of each link.
The four key factors that urge customers to place orders are: high quality, low price, brand-new products and safety. Do a good job in the user experience of the website, so that customers can feel that the possibility of placing orders will increase, thus improving the conversion rate.