It's not that the business consultant is not easy to use, but that you haven't found the right way to use him. Today, I will tell you how to analyze data with a new business consultant.
There are three main parts commonly used by everyone: overall freight, service and management. What Taobao values most this year is service, so we will focus on this part. As can be seen from the figure, the overall service is not up to standard, which means there are defects. The main inspection items and defects are listed in detail below. We can make improvements based on these data.
Click on the detailed investigation and find that these products have lowered the score. The main problem is the overall dissatisfaction and authenticity, so we need to optimize these problems around these products. The direction of optimization can be to add after-sales cards, pay a return visit in time, and add relevant certificates on the details page to prove that the products are genuine. After-sales need to speed up the return speed and overall after-sales service.
The following is the overall analysis of store traffic. This place allows us to see the entrance that brings traffic to our store as a whole. Each entrance has a comparison with yesterday's overall trend, including the number of visitors and buyers placing orders, order conversion rate and other data. According to the comparison between these data and yesterday, we can find out the places that need optimization in time. For example, when the number of visits increases, we can see that the traffic on the home page is mainly increasing, so we should pay attention to it for a few days. If it continues to rise, it proves that Taobao is distributing this traffic. Homepage kanban is mainly to share these with you. Today, it is mainly to analyze how to optimize product visitors by using business personnel.
Under the flow of business personnel, the source of goods is our main tool. Click on it to see the interface shown above. We choose the data of 7 days or 15 days, because the longer the time, the more accurate the conclusion will be. Then find the goods we need to analyze, and click on the source of the goods to see the detailed source of visitors.
It can be seen that the main traffic sources are home page traffic and search traffic, among which the purchase rate of home page traffic is low, so if you want to get more home page traffic in the later stage, you must improve the purchase rate of home page through activities, so as to introduce more home page traffic, or you can use through train orientation to accurately determine home page traffic. The overall data feedback of search traffic is ok, which proves that there is no problem in our drainage direction, but the search traffic is less, so we should increase the introduction of search traffic. Click on the details to see the traffic brought by specific keywords, so that we can use the through train to drain these keywords.
As can be seen from the above figure, the overall keyword drainage is scattered, and the visitor base of the main keywords is not enough, which can not effectively drive the introduction of other keywords. Therefore, the shops in the back should use the through train to concentrate on the drainage of these keywords in front, so as to increase the number of visitors of these keywords and drive other visitors to enter. Judging from the data collected and purchased, the overall situation is good, and there is no need to adjust the product, but the main drainage keywords are not well converted. We need to check the product evaluation, sales volume, detailed main drawings and videos, find out the places that affect the transformation and optimize them, so as to improve the transformation of main drainage keywords. Moreover, when the through train is promoted, the main promotion keywords are those above, but the keywords that have been transformed in the later stage should also be promoted, so as to ensure drainage and increase product transformation.
The same is true when promoting new products. We should observe the keyword drainage data of the product every day. We should check whether the main drainage keywords are the keywords we set every day. If there are deviations, we should make timely adjustments. We should check the incremental data of daily visitors compared with the previous day. Generally, there will be a small outbreak of visitors around the fifth day, and then it will grow steadily. If it is found that the number of visitors has not increased or is slow, it is necessary to check what is wrong, or it is necessary to increase the promotion of through trains and promote product visitors as soon as possible.
After analyzing the introduction of traffic, we also need to look at the overall service index of the product. Click on the category to find the product 360, then find the product we need to analyze, and then click on the service item, you can see this project in the above picture. We can see the overall evaluation trend of products in the last month, and find that the daily evaluation of products fluctuates greatly, with few active evaluations and less printing. There are also bad reviews of products every week. These data show that our products need to actively guide customers to make positive graphic evaluation. We can put product after-sales service cards in the package to reduce the increase of evaluation and the decrease of products, or plan evaluation activities in the store to get rewards, and then observe the fluctuation of product evaluation every day to optimize activities. If the data gets better, it proves that the activity is useful. If we don't change it or change it too little, we need to change the activity or increase the intensity of the activity to increase the promotion of product evaluation and increase the weight and conversion rate of products.
These are all data that need to be paid attention to in the daily operation of new products. In fact, every item of business personnel needs us to study and observe. As long as you carefully understand the data of each feedback and actively look for the reasons for the data changes, it is easy to build a store. Taobao is a process of finding and solving problems.