Basic data in the background of store operations

Traffic data: page dwell time, visit depth, number of visitors, etc.;

Sales data: number of users, customer unit price, Alipay volume rate, etc.;

Conversion data: UV conversion rate, baby page turnover conversion rate, Call in conversion rate, inquiries conversion rate, etc., which are the data that Taobao sellers can get in the background.

Conversion data: UV conversion rate, baby page turnover conversion rate, Call in conversion rate, inquiry conversion rate, etc., these are all Taobao sellers can get in the background data.

The following data to focus on analyzing:

(1) traffic data

Views (PV) / visitors (UV) = average depth of visit That is to say, the average visit to the page of each person, and here I hope that the higher the value of the better, which represents the store's products have a certain viscosity, the customer stays a long time so that buyers may make the buyer impulse to buy. Buyers have the urge to buy, customer service to have time to guide sales.

There is also the same concern about the number of baby page views, the number of visitors to the baby page.

(2) sales data

In the quantum inside a sales analysis module, see the total amount of money shot and the amount of Alipay transactions and the price of the customer unit, with the amount of Alipay transactions / total amount shot = Alipay turnover rate of the Alipay turnover rate to participate in the activities and operations of the assessment is very important, at the same time, a different perspective in the shooting of the customer did not pay to go to the payment, the formation of a transaction, so that the payment of the transaction. The formation of the transaction, so call in the transaction, far easier than to develop a new customer, so pay attention to these data, do not ignore this call in the transaction.

Call in conversion rate = number of users/visitors

Ask single conversion rate = number of users/consulting users

Data analysis is to summarize the law to find the reason

Data formula:

Sales = UV * UV conversion rate * price

Sales = number of visitors to the baby page * baby page turnover

Sales = baby page conversion rate * price

Sales = number of visitors to the baby page * baby page turnover

Sales = number of visitors to the baby page * baby page conversion rate * price

These formulas can bring hints that the number of visitors is also known as traffic.

Traffic=Promotion+Search+Other

Promotional traffic comes from hard advertising, diamond booths, and through-traffic.

Taobao customer, special activities

Search traffic comes from name search, category search

Other traffic comes from favorites and backstage, rivers and lakes and gangs, direct access, off-site promotions, and other

If the sales did not meet expectations, you need to find a more suitable way to try to increase the traffic.

It's not healthy if one of the percentages in the traffic chart is around 70%, because the ultimate goal is to increase natural search traffic, and it's unhealthy if you don't get that.

UV conversion rate = Call in conversion rate * inquiry conversion rate

If the traffic is enough, but these customers do not buy how to deal with it, first of all, we must analyze the Call in conversion rate is not high, or inquiry conversion rate is not high, to find out where the problem lies.

Call in conversion rate is how many people come to consult Want Want today, if the buyer is willing to come to consult Want Want when that represents a certain desire to buy, that is to consider what factors affect the buyer's desire to buy.

a, page design is professional, exquisite, there is no style.

b, the display of goods, whether the selling points and details of the goods to highlight the display.

c, product display, whether the buyers most like to see the most willing to buy the highest conversion rate of goods in the most people browse to the page.

d, promotional activities, when buyers have a little desire to buy, because the store has activities, then the activities will be favorable will decide to buy.

e, product brand, mall customers are less sensitive to price than the bazaar, customers want to buy the brand's services, added value, quality assurance products.

Now buyers are not cheap but to save cheap, if the above points are done, then Call in the conversion rate should be increased.

When Call in conversion rate increased, there will be a lot of people consulting Want, whether it can be sold, then the only factor in the conversion rate of the inquiry here is customer service, customer service to count how many people consulting did not buy, there must be a requirement for customer service, customer service is how to deal with buyers, whether they have the expertise to serve the mentality of whether it is good, these are very important.

If this time the flow is also high, the conversion rate is also good, is the need to adjust the unit price.

Customer unit price = commodity unit price * average number of purchases:

The store must have some products to sacrifice the profit of the goods to get a larger flow, there are some seasonal hot, will bring profit, the same some products price to be appropriately high, to reflect the brand and strength of our store.

The average number of purchases is the performance of related sales, which is influenced by customer service recommendations, product matching and promotional activities.

(3) visit viscosity:

average visit depth, per capita residence time, page debugging rate, real-time customer access to the path, these data is Call in the conversion rate is related.

Search keywords, in-store search keywords, Taobao search keywords:

The industry's hottest keywords, to know the industry's hottest keywords, as well as buyers most want to buy, the most concerned about the things, as well as the store inside the store there is no buyers like things, the buyers to the store what they want to buy, these are all from the data can be obtained.

These data can be obtained after the adjustment of the product structure, baby title adjustment and baby attribute optimization

(4) baby related keyword analysis:

Promotional baby details: can be analyzed to see the promotional products in the number of visitors to the highest number of baby turnover conversion rate is not necessarily the highest, it is necessary to analyze the details of this baby is some place to modify, Call in the conversion rate, the baby's name, the baby's name, the baby's name, the baby's name, the baby's name, the baby's name and the baby's name. need to modify, Call in conversion rate, inquiry conversion rate of the problem, to consider the quality of customer service.

There is also the possibility of increasing the chance of showing the baby with a high conversion rate.

Zero turnover promotional baby: not all babies will have a deal after the promotion, if the baby's failure rate of 50% then it means that 50% of the buyers will leave the store directly because of this baby, this baby if there is no traffic zero turnover that is normal, if there is a large amount of traffic and zero turnover, then this baby is not normal, it will drive away the customers.

To make a high conversion rate of the baby so that more people to visit it.

To the high number of visitors and low conversion rate of the baby to find the problem, it may be because of the big activities and pull down the conversion rate, or the baby's description is not attractive enough, the baby's selling point is not attractive enough.

If the baby is not selling well, you need to adjust: the design of promotional activities, product structure adjustment, related sales design

(5) service satisfaction analysis:

Whether the customer is satisfied with the store can also be reflected in the transaction turnover rate and the refund dispute rate, if the customer turnover rate is high, then the old customers will often buy the product and will introduce friends to buy, then basically do not have to do promotion, so that the customer will not have to buy the product, and will not have to buy the product.

Then you can work on the level of service in the store and old customer care, so as to improve service satisfaction.