【电商运营总监必备】电子商务网店运营分析要点 (1)（[e-commerce operations director essential] e-commerce shop operation analysis points (1)）

【电商运营总监必备】电子商务网店运营分析要点1（ECOMMERCEOPERATIONSDIRECTORESSENTIALECOMMERCESHOPOPERATIONANALYSISPOINTS1）ANALYSISOFECOMMERCESHOPOPERATION20107CATALOGECOMMERCESHOPOPERATIONANALYSIS,11UNDERSTANDTHEBASICSITUATIONOFTHEDAILYOPERATIONOFTHESHOP,3THECOREANALYSISOFSHOPOPERATORS,3SHOPOPERATIONBASISANALYSIS,32ACOMPREHENSIVEANALYSISOFTHEDETAILSFOUNDINTHEOPERATION4THETRENDANALYSISOFWEEKLYOPERATINGINDICATORS,THEANALYSISOF,4MONITORTHECHANGEOFTRAFFICFLOWATDIFFERENTTIMES,4TOUNDERSTANDTHEDISTRIBUTIONOFTRAFFICINTHESHOP,4ANALYSISOFPAGECONTENT,LOOKINGFORHOTSPOTSONLINESHOP4TOOBSERVETHEQUALITYOFDIFFERENTSOURCES,5TOUNDERSTANDTHEOVERALLFLOW,WESHOULDPAYMOREATTENTIONTOTHEFLOWOFPAIDPROCUREMENT,THEFLOWOF,5KEYWORDANALYSISWITHSEARCHENGINES,MININGHIGHCONVERSIONKEYWORDS5TOTHEMEMBERCUSTOMERALONECARRIESONTHEEXPENSEANALYSIS,53OPTIMIZETHEONLINESHOP,STEADILYIMPROVETHEOPERATIONEFFECT,6INSIDETHEKEYWORDSSEARCHOPTIMIZATION,EXPLOREPROFITABLEGOODS,6THEUSEOFVISITORSDISTRIBUTIONMEMBERBEHAVIORINDICATORS,TOSEIZEMOREPOTENTIALCUSTOMERS,IMPROVETHECONVERSIONRATEOFVISITORS6MONITORINGTHEEFFECTOFPROMOTIONALACTIVITIES6TRACKINGTHETRANSFORMATIONOFMAILMARKETING,IMPROVETHEEFFECTOFMAILMARKETING6TIMEPERIODANALYSISSALESTRANSFORMATIONINDEX,CHOOSETHERIGHTTIMEFORADVERTISING,74KEYPOINTSINTHEOPERATIONOFTHESHOP,8WITHDRAWALRATE,8JUMPOUTRATE8INTOTHESHOPPINGCART8CONVERSION,8MANYECOMMERCEINTHEFORMULATIONOFECOMMERCEOVERALLSTRATEGY,BUILDASHOPPINGENVIRONMENT,UPDATETHELINEOFTHEIROWNCOMMODITYINFORMATION,OFTENFEELTOTHEPOINTWHATSNEXTADVERTISINGTOBUYTRAFFICWHERESHOULDIADVERTISEDOPROMOTIONSNOBODYHASBOUGHTITYETISITMEANINGFULTOPROMOTESALESPRICEREDUCTIONITHASNTSTARTEDSELLINGYETISITCHEAPERWITHTHERISINGTIDEOFELECTRONICCOMMERCE,MANYNEWBUSINESSFEELLOSTINTHETIDEANDTIDEINTOEXPERIENCEDNONGCHAO,THOSEEXPERIENCEDOLDELECTRICITYSUPPLIERSALSOFEELTHEPRESSUREOFENTERPRISEGROWTHINTHEINCREASINGLYFIERCECOMPETITIONENVIRONMENTOPTIMIZEPROCESS,REDUCECOST,RAISEINCREASEEFFICIENCY,REDUCELOSS,INCREASESALES,IMPROVECUSTOMERSATISFACTION,REDUCETHERATEOFRETURNEACHOPERATIONLINKPUTFORWARDNEWCHALLENGES,HOWSHOULDTHATBEDONEANDEVERYASPECTOFTHEOPERATIONOFTHEELECTRICITYSUPPLIEROPTIMIZATION,ISNOTLAZY,NEEDTOCONTINUETOPAYATTENTIONTOANALYSISOFANNUAL,MONTHLY,OREVENWEEKLY,DAILYONLINESHOPOPERATIONDATA,THROUGHTHEANALYSISOFEACHNODEOFTHESHOPOPERATION,GRADUALLYESTABLISHEDTHEOVERALLB2COPERATINGSYSTEMMODEL,REPEATEDTRIALANDERROR,CONSTANTLYTUNING,INORDERTOFINDPROBLEMS,SOLVEPROBLEMSINTHEPROCESS,ANDGRADUALLYMAKETHEOPERATIONSTEADILYTHISARTICLEISBASEDONTHEDAILYOPERATIONOFTHEELECTRICITYSUPPLIERTHEBASICPOINTSANDIMPORTANTASPECTSOFTHECAMPAREINTRODUCED,BASICDATAANALYSISMETHODSAREINTRODUCED,ANDSOMEPRACTICALEXAMPLESAREGIVENTOEXPLAINTHEOPERATIONOFTHEELECTRICITYSUPPLIERWHICHDIMENSIONS,THROUGHWHICHDATAINDICATORSTOSUPPORTTHEPROFOUNDUNDERSTANDINGOFONLINESHOPOPERATIONSTATUS,ANDHOWTOOPTIMIZETHEOPERATIONOFEACHLINKOFTHESHOP1UNDERSTANDTHEBASICSITUATIONOFDAILYOPERATIONOFTHESHOPTHECOREANALYSISOFONLINESHOPOPERATIONINTHEPROCESSOFONLINESTOREOPERATION,THEREARESOMEDAILYKEYINDICATORSDIRECTLYREFLECTTHEEFFECTOFONLINESHOPOPERATIONTHEUSEOFONLINESHOPASTHEENTITYSHOPFLOW,BROWSINGNUMBER1,ACCESSNUMBER2,REFLECTINGTHEPOPULARITYOFTHESHOP,INDEPENDENTVISITORS3CANBASICALLYREFLECTSTHENUMBEROFREALVISITSTOTHESHOP,ANDTHEAVERAGEACCESSTO4OFTHEPAGEREFLECTSTHEINTERESTOFVISITORSTOTHESHOP1BROWSENUMBERTHETOTALNUMBEROFPAGESVISITEDBYINDEPENDENTVISITORSDURINGASTATISTICALPERIOD2ACCESSNUMBERSTHESUMOFTHENUMBEROFINDEPENDENTVISITORSACCESSINGASTATISTICALOBJECTWITHINASTATISTICALPERIOD3INDEPENDENTVISITORSTHETOTALNUMBEROFNONREPEATINGVISITORSACCESSINGASTATISTICALOBJECTWITHINASTATISTICALPERIODREFERSTOTHEUSERINACERTAINPERIODOFTIME,SUCHASANATURALDAYACCESSTOTHENETWORKUSERSOFASTATION,REGARDLESSOFTHENUMBEROFVISITS,AREONLYCOUNTEDASANINDEPENDENTVISITORSO,INDEPENDENTVISITORSDIRECTATTENTIONTOTHEREALNUMBEROFWEBSITES4AVERAGEACCESSPAGESTHEAVERAGENUMBEROFPAGESVISITEDPERVISIT5ORDERQUANTITYTHETOTALNUMBEROFORDERSCOMPLETEDBYVISITORSINASTATISTICALPERIOD6TOTALORDERSTHESUMOFORDERSCOMPLETEDBYVISITORSWITHINASTATISTICALPERIOD7AVERAGEUNITPRICEINASTATISTICALPERIOD,ACCESSTOTHEAVERAGEAVERAGEAMOUNTOFORDERSONLINE8CONVERSIONTHERATIOOFTHENUMBEROFVISITSTOTHESITETOTHENUMBEROFVISITSINTHEFINALPURCHASETHEOPERATIONOFTHESHOPHOWMUCHACTUALREVENUECANBEBROUGHTBYTHEONLINESHOP,THROUGHORDERS5,TOTALORDERS6,THEAVERAGEUNITPRICEOF7CANBESEENTHECONVERSIONRATEOFORDERSREFLECTS8OFTHECURRENTONLINESHOPMARKETINGCAPABILITIESTHEOPERATIONDEPARTMENTMAKESADJUSTMENTSTOAPRODUCTORMARKETINGACTIVITIES,WHICHWILLAFFECTTHECHANGESOFTHESEINDICATORS,IFNOTIMPROVED,EXPLAINEDMETHODSHAVEPROBLEMSORTHEREAREOTHERREASONSINGENERAL,WENEEDTOKEEPTRACKOFTHESECOREMETRICSWEEKLYISTHEBESTCONTRASTWAY,COLLECTDAILYDATA,USERORDERSANDPAYMENTSMAYNOTBETHESAMEDAY,BUTTHEDATAOFAWEEKISRELATIVELYACCURATE,WEHAVEAWEEKCOMPAREDWITHTHEDATAOFTHEPREVIOUSWEEK,WECANCLEARLYSEETHECHANGESOFTHEOPERATINGINDEXAFTERTHEADJUSTMENTOFTHESHOP,SOASTOGUIDETHETRANSPORTATIONTHEINTERNALWORKOFTHEBATTALION,SUCHASPRODUCTGUIDANCE,PRICINGSTRATEGY,PROMOTIONSTRATEGY,MAILSTRATEGY,ETCTHESEINDICATORSARETHECOREINDICATORSOFONLINESHOPVISITS,ITISNOTEASYTOIMPROVETHESEINDICATORSDATA,NEEDTOCONSTANTLYFINDPROBLEMS,SOLUTIONSDECISIONPROBLEMBASICANALYSISOFONLINESHOPOPERATIONIMPORTANTINDICATORSCANREFLECTTHEOPERATIONOFTHESHOP,BUTTOFINDTHESPECIFICPROBLEMSINOPERATION,YOUNEEDTOHAVEOTHERASPECTSAUXILIARYANALYSISACCORDINGTOTHETYPESOFMARKETINGMETHODS,THEEFFECTANALYSISOFTHESEMARKETINGPROMOTIONISALSOCLASSIFIEDWHENDOINGBASICANALYSIS,WESHOULDPROCEEDFROMSEVERALASPECTSAANALYSISOFTHESOURCEOFTHEFLOWOFTHEONLINESHOPSOURCEANALYSIS,CANHELPTOUNDERSTAND,WHICHTRAFFICISABLETOBRINGBENEFITSTOTHESHOPBTHEANALYSISOFTHEFLOWOBTAINEDAFTERTHEADVERTISEMENTTRAFFICFLOWANALYSISISMORECONDUCIVETOTRACKINGANDEFFECTOFDIFFERENTPROMOTIONCHANNELSANALYSISCMONITORINGTHEFLOWOFEACHPERIODANDTHETRANSFORMATIONOFSALESTIMEINTERVALANALYSIS,CANHELPTOUNDERSTANDTHESALESPEAKTIME,BUTALSOHELPHELPSHOPTOARRANGETHEWORKINGHOURSOFOPERATORSANDIMPROVEWORKEFFICIENCYDANALYZESTHEFLOWOFENTERINGKEYWORDSTHROUGHTHESEARCHENGINE,ANDANALYZESEACHKEYWORDENTEREDBYDIFFERENTSEARCHENGINESONLINETRAFFICKEYWORDANALYSIS,CANHELPOPERATORSSEARCHENGINEMARKETINGPOWERFULDATAREFERENCEETRACKTHEVISITORSAREAOFTHESHOP,UNDERSTANDTHEMAINCUSTOMERAREAOFTHEWEBSITE,ANDPROVIDEMARKETINGGUIDANCETOTHEOPERATIONDEPARTMENT,FOREXAMPLEFORLESSORDERS,HIGHTRAFFICAREAS,YOUCANCARRYOUTFREEMAILACTIVITIESANDSOON,ATTHESAMETIMEVISITORSTODISTINGUISHBETWEENNEWANDOLDCUSTOMERS,OLDCUSTOMERSTHERETURNVISITCANHELPMAILMARKETINGACHIEVEBETTERRESULTSVISITORANALYSISFEVALUATETHEDISTRIBUTIONOFTRAFFICINONLINESTORESPAGETYPEANDHOTPAGEANALYSISGEVALUATINGLANDINGPAGEQUALITYENTRANCEANALYSISHCOMBINEDWITHEXITRATE9ANDVISITORSLEAVINGTHESHOPPAGETOFINDOUTWHYCUSTOMERSLEAVETHEWEBSITEEXPORTANALYSIS9EXITRATEINASTATISTICALCYCLE,THECURRENTPAGEASTHELASTPAGEOFACCESSTOTHENUMBEROFVISITSTOTHETOTALNUMBEROFVISITSTOTHESITE10PURCHASEGOODSINASTATISTICALCYCLE,STATISTICSVISITORSINTHEVIEWOFGOODS,THEGOODSDO“JOINTHESHOPPINGCART“ACTION,ANDCALCULATETHENUMBEROFACTION,THETOTALNUMBEROFVISITSPROPORTION11ENTERTHESHOPPINGCARTINASTATISTICALCYCLE,COUNTTHENUMBEROFCUSTOMERSENTERINGTHESETTLEMENTPAGEPROPORTIONOFTHENUMBEROFVISITS12ORDERSINASTATISTICALCYCLE,STATISTICSCUSTOMERSENTERTHECONFIRMATIONORDERPAGE,COMPLETETHENUMBEROFACCESSTOTHESHOPPINGPROCESS13PAYMENTSUCCESSSTATISTICALCUSTOMERCOMPLETEDTHESHOPPINGPROCESSINASTATISTICALCYCLE,THENUMBEROFSUCCESSFULONLINEPAYMENTSCAREFULANALYSISISEASYTOFINDTHEPROBLEMS2COMPREHENSIVEANALYSISOFTHEDETAILSOFTHEOPERATIONWEEKLYTRENDANALYSISOFOPERATINGINDICATORSTRACKANDSUMMARIZETHEDAILYDATA,FINDTHECHANGETRENDOFEACHIMPORTANTINDEX,ANDFINDOUTTHEPROBLEMSINTHEOPERATIONOFTHESHOPWHYDOYOUORDERSINGULARREDUCTIONBUTHASSALESINCREASEDWHYISTHEUNITPRICEINCREASEDBUTISTHEPROFITMARGINLOWERMONITORINGTHEFLOWCHANGEINDIFFERENTPERIODSMONITORTHETIMEFLOW,TRACKTHESALESTRANSFORMATIONOFEACHPERIOD,WHICHPERIODOFSALESISTHEHIGHESTDOTHISBETTERTOANALYZEEVERYDAYTHEPRIMETIMEOFWORK,HELPTOOPERATEREASONABLEARRANGEMENTSFORCUSTOMERSERVICE,SALESWORKTIMEIMPROVEOPERATIONALEFFICIENCYUNDERSTANDTHEDISTRIBUTIONOFTRAFFICINONLINESHOPJUSTINDEPENDENTANALYSISOFASINGLEPAGE,YOUCANNOTUNDERSTANDTHEFLOWOFTHESHOPAFTERTHEFLOW,THESEFLOWSSPECIFICTOWHATKINDOFPAGENEEDTOCLASSIFYTHEWEBPAGECLASSIFICATION,TOBEABLETOCLEARLYOBSERVETHEDISTRIBUTIONOFTRAFFICINTHESHOP,COMBINEDWITHTHENUMBEROFVISITS,SHOPPING10,INTOTHESHOPPINGCART11,12ORDERS,13SUCCESSFULPAYMENTOFTHESEINDICATORS,YOUCANSEETHEOVERALLSHOPPINGCARTFUNNELTRANSFORMATIONSITUATIONANALYSISOFPAGECONTENT,LOOKINGFORHOTSPOTSONLINESHOPPAGECONTENTANALYSISCANHELPTHEOPERATIONDEPARTMENTTODOTHEKEYGUIDANCEINTHENEWOPERATIONWORK,RECOMMENDTHECONSUMERMOSTCONCERNBRAND,PROMOTIONTHEMOSTCONCERNEDGOODSANDSOONTHEHOTPAGEFROMTHECONTENTOFTHEPAGEPUTFORWARD,THISPARTOFTHECONTENTOFINDIVIDUALANALYSIS,USEDTOGUIDETHEOPERATION,WITHTHEBASISOFINDICATORS,SUCHASTHENUMBEROFVISITS,VISITS,CONVERSIONRATECANBEANALYZEDWHATCONSUMERSAREMOSTCONCERNEDABOUT,WHATPRODUCTS,CATEGORIES,BRANDSCLICKTHEHIGHESTTHEQUALITYOFDIFFERENTSOURCESWASOBSERVEDWHEREDOESTHEFLOWOFTHESHOPCOMEFROMHOWMUCHREVENUECANTHE14OFTHEDIFFERENTSOURCESBRINGTOTHEONLINESTORETHESEPROBLEMSARERELATEDTOONLINESHOPTHECOREINDICATORSOFOPERATION,NEEDTOANALYZETHESOURCEOFONLINETRAFFIC,COMPARETHEQUALITYOFTRAFFICFLOWFROMDIFFERENTSOURCESTHE14SOURCETHEWAYTHEUSERENTERSTHEWEBSITEINASTATISTICALCYCLEEXTERNALADDRESS15SOURCEKEYWORDSINASTATISTICALCYCLE,THESEARCHENGINEINPUTTEXTINTHESEARCHBOX16IPTHESUMOFTHENUMBEROFIPADDRESSESOFNONREPEATINGSOURCESTHATAREACCESSEDBYASTATISTICALOBJECTWITHINASTATISTICALPERIODWHENMULTIPLEUSERSSHAREANIPADDRESS,THEYARECOUNTEDASANINDEPENDENTIPADDRESSWHENAUSERUSESDIFFERENTIPADDRESSESATDIFFERENTTIMES,ITISCOUNTEDASMULTIPLEINDEPENDENTIPADDRESSESTHEREFORE,THENUMBEROFINDEPENDENTIPADDRESSESISNOTEQUALTOTHATOFINDEPENDENTVISITORSTHENUMBEROFWHENANALYZINGTHEORIGINOFONLINETRAFFIC,WESHOULDPAYMOREATTENTIONTOTHEDOMAINNAMEOFTHESOURCE,ANDMAKETHESTATISTICSOFTHEACCESSADDRESSBEFOREENTERINGTHESHOP,ANDCOOPERATEWITHTHEIMPORTANTOPERATIONINDICATORSSUCHASSALESCONVERSIONRATE,ORDERQUANTITY,ORDERAMOUNTCANBESEENWHICHSPECIFICDOMAINNAMEWEBSITECANBRINGREALCUSTOMERSFORTHESHOPASFRUITORIGINDOMAINNAMETRAFFICISVERYHIGH,BUTTHEREISNOSALESCONVERSION,ORCONVERSIONRATEISVERYL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