The main indicators of e-commerce data analysis

The main indicators of e-commerce data analysis

Operation data, speak with data, use data to find problems, solve problems, I believe that we are not strangers. Now e-commerce companies are beginning to pay attention to data analysis, but most of them are on a data analysis tools, such as quantum, CNZZ, 51la, someone to pay attention to every day. As a small and medium-sized e-commerce, is there a need for a department to do? I feel that one person is enough, haha. . 1, site utilization: PV / UV, online time, bounce rate, depth of visit rate. This is the most basic, each item is not easy to improve, the need to constantly improve each page, each found in the details of the problem. Take the bounce rate, high is certainly not good, but to know where the problem is. When doing activities or hard advertising, the bounce rate will be very high, which means that the crowd is not accurate, or the gap between the advertisement and the actual content is very large, or the page itself has a problem.2. Traffic source analysis: monitor the conversion rate of each channel, targeting different channels, to do effective marketing, UV represents the promotional efforts, the conversion rate represents the effect; the conversion rate of the data allows us to clearly understand what kind of channel conversion effect is good, then by analogy, the same channel will have the same effect as the other channels. Good, then by analogy, the same marketing approach, used in similar channels, the effect is not bad, the ads can go to the development of similar cooperation channels, copy the successful experience. Mainly for the operation and promotion department to do guidance direction.

3, operational data: total sales, number of orders, customer unit price, order conversion rate, return rate due to the user order and payment will not necessarily be completed on the same day, these data are summarized weekly, weekly data must be stable. Focus on guiding the operation of internal work, such as promotional strategies, pricing strategies, product promotion

4, user analysis: regional distribution of members, age distribution, repeat purchase rate. Repeat purchase rate is the competitiveness of the e-commerce business, is definitely the internal work. This includes visibility, word of mouth, customer service, packaging, delivery and every other detail. There is no good repeat purchase rate is not any future, so many big sellers cast the home page focus on advertising, on hardcopy, is to get the user's first purchase, so as to obtain long-term repeat purchase. Otherwise spending money on advertising is purely a money-burning behavior.

So I think the core work of the operation, on the one hand, is to do the external work, improve the conversion rate, to get the consumer's first purchase behavior; on the other hand, is to do the internal work, to improve the repeat purchase rate. This B2C, really can not be counted on the Internet industry, is the traditional retail industry for a platform, the original from the physical store to sell things, moved to the Internet, reducing the rent of the store, increased online decoration design, consumers can not leave the house, to enjoy when the "God" feeling!