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

【电商运营总监必备】电子商务网店运营分析要点1（ELECTRICBUSINESSOPERATIONSDIRECTORMUSTECOMMERCEBUSINESSANALYSISOFTHEMAINPOINTSOFTHESHOP1）OPERATIONANALYSISOFECOMMERCEONLINESHOP20107CATALOGECOMMERCESHOPOPERATIONANALYSIS1,UNDERSTANDTHEBASICOPERATIONOFTHEONLINESHOPBASICSITUATIONTHECOREANALYSISOFONLINESHOPOPERATIONSBASICANALYSISOFONLINESHOPOPERATIONS2ACOMPREHENSIVEANALYSISOFTHEDETAILSOFTHEOPERATIONREVEALEDWEEKLYTRENDANALYSISOFOPERATINGINDICATORSMONITORTHEFLOWOFTRAFFICATDIFFERENTTIMESANDCHANGETHEFOLLOWINGUNDERSTANDTHEDISTRIBUTIONOFTRAFFICINANONLINESHOPANALYSISOFPAGECONTENT,LOOKINGFORONLINESHOPPINGHOTSPOTSOBSERVETHEQUALITYOFDIFFERENTSOURCESTOUNDERSTANDTHEOVERALLFLOW,PAYMOREATTENTIONTOTHEFLOWOFPAIDPURCHASESKEYWORDSANALYSIS,MATCHINGSEARCHENGINES,MININGHIGHCONVERSIONKEYWORDSASEPARATECONSUMERANALYSISOFTHEMEMBERSOFTHECUSTOMER3,OPTIMIZETHEONLINESHOP,ANDSTEADILYIMPROVETHEOPERATIONEFFECTINTHESTATION,KEYWORDSEARCH,OPTIMIZATION,DISCOVERYOFPROFITABLEGOODS,THEUSEOFVISITORSDISTRIBUTIONMEMBERBEHAVIORINDICATORS,TOSEIZEMOREPOTENTIALCUSTOMERS,IMPROVETHECONVERSIONRATEOFVISITORSTOMONITORTHEEFFECTIVENESSOFTHEPROMOTIONACTIVITIESTRACKINGMAILMARKETINGTRANSFORMATION,ANDIMPROVETHEEFFECTOFMAILMARKETINGTIMEPERIODANALYSISSALESCONVERSIONINDEX,CHOOSETHERIGHTTIMEFORADVERTISING4,THEKEYPOINTINTHEOPERATIONOFTHEONLINESTORE1THEWITHDRAWALRATEANDTHEFOLLOWINGTHEJUMPRATEANDTHEFOLLOWINGENTERTHESHOPPINGCARTWITHRESPECTTOTHECONVERSIONRATEMANYELECTRICITYPROVIDERSINTHEFORMULATIONOFECOMMERCEOVERALLSTRATEGY,SETUPASHOPPINGENVIRONMENT,UPDATETHELINEOFTHEIROWNCOMMODITYINFORMATION,OFTENFELTATALOSSWHATSNEXTADVERTISINGTOBUYTRAFFICWHERESHOULDIADVERTISEDOPROMOTIONSNOONEHASCOMETOBUYITYETISITMEANINGFULTOPROMOTEITLOWERTHEPRICEITHASNTSTARTEDSELLINGYETISITCHEAPERWITHTHERISINGTIDEOFELECTRONICCOMMERCE,MANYNEWBUSINESSFEELLOSTINTHETIDEANDTIDEINTOEXPERIENCEDNONGCHAO,THOSEEXPERIENCEDOLDELECTRICITYSUPPLIERSINTHEINCREASINGLYFIERCECOMPETITIVEENVIRONMENT,FEELTHEPRESSUREOFGROWTHOFENTERPRISESTHEMSELVESOPTIMIZEPROCESS,REDUCECOST,RAISEINCREASEEFFICIENCY,REDUCECONSUMPTION,INCREASESALES,IMPROVECUSTOMERSATISFACTION,REDUCETHERATEOFRETURNEACHOPERATIONHASPUTFORWARDNEWCHALLENGES,HOWSHOULDTHATBEDONEANDEVERYASPECTOFTHEOPERATIONOFTHEELECTRICITYSUPPLIERTUNING,STEALINGISNOTLAZY,ELECTRICITYPROVIDERSNEEDTOCONTINUETOPAYATTENTIONTOANALYSISOFTHEANNUAL,MONTHLY,OREVENWEEKLY,DAILYONLINESHOPOPERATIONDATA,THROUGHTHEANALYSISOFEACHNODEOFTHESHOPOPERATION,GRADUALLYESTABLISHEDTHEOVERALLB2COPERATINGSYSTEMMODEL,REPEATEDTRIALANDERROR,BYCONSTANTLYTUNING,YOUCANSTEADILYIMPROVEYOUROPERATIONSINTHEPROCESSOFFINDINGPROBLEMSANDSOLVINGPROBLEMSTHISARTICLEISBASEDONELECTRICITYSUPPLIERDAILYTRANSPORTATIONCAMPFOCUSESONTHEBASICPOINTSANDIMPORTANTASPECTS,INTRODUCESTHEBASICDATAANALYSISMETHODS,ANDTHROUGHSOMEPRACTICALEXAMPLESTOEXPLAINTHEELECTRICITYSUPPLIEROPERATIONSHOULDBEFROMWHICHDIMENSIONS,THROUGHTHEATTENTIONOFWHATSUPPORTINGDATAINDICATORSTOUNDERSTANDTHEOPERATIONOFONLINESHOPSTATUS,ANDHOWTOOPTIMIZEEACHLINKOFONLINESHOPOPERATION1UNDERSTANDTHEBASICOPERATIONOFTHEDAILYOPERATIONOFTHESHOPONLINESHOPOPERATIONCOREANALYSISINTHEONLINEOPERATIONPROCESS,THEREARESOMEDAILYKEYINDICATORS,INTUITIVEREFLECTIONOFTHEEFFECTOFONLINEOPERATORSTHEUSEOFONLINESHOPLIKEPHYSICALSTOREPEOPLEFLOW,BROWSENUMBER1,ACCESSNUMBER2,REFLECTSTHEPOPULARITYOFTHESHOP,INDEPENDENTVISITORS3CANBASICALLYREFLECTTHENUMBEROFREALVISITORS,ANDTHEAVERAGEACCESSTO4OFTHEPAGEREFLECTSTHEINTERESTOFVISITORSTOTHESHOP1BROWSINGTHETOTALNUMBEROFPAGESVIEWEDBYANINDEPENDENTVISITORDURINGASTATISTICALCYCLE2NUMBEROFVISITSTHENUMBEROFTIMESANINDIVIDUALVISITORISVISITEDBYASTATISTICALOBJECTWITHINASTATISTICALCYCLE3INDEPENDENTVISITORSINASTATISTICALCYCLE,ACCESSTOTHESTATISTICALOBJECTOFNONREPEATEDVISITORSTOTALREFERSTOTHEUSERINACERTAINPERIOD,SUCHASANATURALDAYTOACCESSTHENETWORKUSERSOFASTATION,REGARDLESSOFNUMBEROFVISITS,ARECOUNTEDASONLYONEINDEPENDENTVISITORTHEREFORE,INDEPENDENTVISITORSDIRECTLYEXPRESSTHEIRCONCERNABOUTTHETRUENUMBEROFWEBSITES4AVERAGEACCESSPAGENUMBERTHEAVERAGENUMBEROFPAGESVISITEDPERVISIT5ORDERQUANTITYINASTATISTICALCYCLE,THENUMBEROFORDERSCOMPLETEDBYVISITORS6TOTALORDERINASTATISTICALPERIOD,VISITORSCOMPLETEORDERSOFTHESUMOFTHETOTALAMOUNTOFORDERS7AVERAGEUNITPRICEINASTATISTICALCYCLE,BYACCESSINGTHEAVERAGEORDERAMOUNTRECEIVEDONLINE8CONVERSIONTHERATIOOFTHENUMBEROFVISITSMADETOTHESITEINTHEFINALPURCHASETOTHENUMBEROFVISITSONLINESHOPOPERATIONHOWMUCHACTUALREVENUECANBEBROUGHTONLINE,THROUGHORDERS5,TOTALORDERS6,THEAVERAGEUNITPRICEOF7CANBESEENTHECONVERSIONRATEOFTHEORDERIS8,WHICHREFLECTSTHEMARKETINGABILITYOFTHEONLINESHOPTHEOPERATIONSDEPARTMENTHASMADEADJUSTMENTSTOAPRODUCTORMARKETINGCAMPAIGNTHATWILLAFFECTTHECHANGESINTHESEINDICATORS,IFNOTIMPROVEDMETHODSHAVEPROBLEMSORHAVEOTHERCAUSESINGENERAL,WENEEDTOKEEPTRACKOFTHESECOREINDICATORSTHEWEEKLYREPORTISTHEBESTCONTRASTWAYTOCOLLECTDAILYDATA,USERORDERSANDPAYMENTSMAYNOTBETHESAMEDAY,BUTTHEDATAOFTHEWEEKISRELATIVELYACCURATE,ANDWEAREONTHEWEEKCOMPAREDWITHTHEDATAOFTHEPREVIOUSWEEK,WECANCLEARLYSEETHECHANGESINTHEOPERATIONINDEXOFTHESHOPAFTERTHEADJUSTMENT,SOASTOGUIDETHETRANSPORTATIONWORKWITHINTHEBATTALION,SUCHASPRODUCTGUIDANCE,PRICINGSTRATEGY,PROMOTIONSTRATEGY,POSTSTRATEGY,ETCTHESEINDICATORSARETHECOREINDICATORSOFONLINEVISITS,ITISNOTEASYTOIMPROVETHEDATAOFTHESEINDICATORS,THENEEDTOCONSTANTLYFINDPROBLEMS,SOLUTIONSDECISIONQUESTIONSBASICANALYSISOFONLINESHOPOPERATIONIMPORTANTINDICATORSCANREFLECTTHEOPERATIONOFTHESHOP,BUTTOFINDTHESPECIFICPROBLEMSINOPERATION,YOUNEEDTOHAVEOTHERASPECTSAUXILIARYANALYSISACCORDINGTOTHETYPESOFMARKETINGMETHODS,THEEFFECTANALYSISOFTHESEMARKETINGPROMOTIONISALSOCLASSIFIEDWHENDOINGBASICANALYSIS,WEUSUALLYSTARTWITHSEVERALTHINGSAANALYSISOFTHESOURCEOFTHEFLOWOFTHESHOPSOURCEANALYSIS,CANHELPTOUNDERSTANDWHATTRAFFICISABLETOBRINGREVENUETOTHESHOPBTHEANALYSISOFTRAFFICAFTERADVERTISINGTRAFFICANALYSISISMORECONDUCIVETOTRACKINGANDEFFECTIVENESSOFDIFFERENTPROMOTIONCHANNELSANALYSISCMONITORINGTHEFLOWANDSALESOFEACHPERIODPERIODANALYSIS,CANHELPTOUNDERSTANDTHESALESPEAKTIME,BUTALSOHELPHELPSHOPARRANGETHEWORKINGHOURSOFOPERATORSANDIMPROVEWORKEFFICIENCYDANALYZETHEFLOWOFINPUTINTOTHESTOREBYTYPINGKEYWORDSINTOTHESEARCHENGINE,ANDANALYZEEACHKEYWORDENTEREDTHROUGHDIFFERENTSEARCHENGINESONLINEBUSINESSFLOWKEYWORDANALYSIS,CANHELPTHEOPERATIONSDEPARTMENTSEARCHENGINEMARKETINGPOWERFULDATAREFERENCEETRACKTHEVISITORSAREAOFTHEWEBSITE,UNDERSTANDTHEMAINCUSTOMERAREASOFTHEWEBSITE,ANDPROVIDEMARKETINGGUIDANCETOTHEOPERATIONSDEPARTMENT,FOREXAMPLEFORSMALLORDERS,HIGHTRAFFICAREAS,YOUCANCARRYOUTFREEMAILACTIVITIES,ANDATTHESAMETIME,VISITORSSHOULDDISTINGUISHBETWEENNEWANDOLDCUSTOMERS,OLDCUSTOMERSTHERETURNVISITCANHELPMAILMARKETINGACHIEVEBETTERRESULTSVISITORANALYSISFEVALUATETHEDISTRIBUTIONOFTRAFFICINANONLINESHOPPAGETYPEANDHOTPAGEANALYSISGASSESSINGLANDINGPAGEQUALITYENTRYANALYSISHCOMBININGEXITRATE9ANDVISITORSLEAVINGTHESHOPPAGETOFINDOUTWHYCUSTOMERSLEFTTHESITEEXPORTANALYSIS9EXITRATETHERATIOOFTHENUMBEROFVISITSTHATTHECURRENTPAGETAKESASTHELASTPAGETOTHETOTALNUMBEROFVISITSTOTHESITEINASTATISTICALCYCLE10,SHOPPINGINASTATISTICALCYCLE,STATISTICSVISITORSINVIEWOFTHEGOODS,THEGOODSDO“JOINSHOPPINGCART“ACTION,ANDCALCULATETHENUMBEROFACTIONS,THETOTALNUMBEROFVISITSPROPORTION11ENTERTHESHOPPINGCARTINASTATISTICALCYCLE,COUNTTHENUMBEROFCUSTOMERSACCESSINGTHESETTLEMENTPAGEANDTHEPERCENTAGEOFVISITS12,ORDERINASTATISTICALCYCLE,STATISTICSCUSTOMERSENTERTHECONFIRMATIONOFTHEORDERPAGE,COMPLETETHENUMBEROFVISITSTOTHESHOPPINGPROCESS13,PAYMENTSUCCESSINASTATISTICALCYCLE,COUNTTHECUSTOMERTOCOMPLETETHESHOPPINGPROCESS,NUMBEROFSUCCESSFULONLINEPAYMENTSCAREFULANALYSISISEASYTOSPOT2COMPREHENSIVEANALYSISOFTHEDETAILSOFTHEOPERATIONWEEKLYTRENDANALYSISANDCOMPARISONOFOPERATINGINDICATORSTRACKANDCOLLECTDAILYDATA,IDENTIFYTRENDSINEACHKEYINDICATOR,ANDIDENTIFYPROBLEMSARISINGFROMTHEOPERATIONOFTHESTOREWHYDIDYOUORDERHASTHESINGULARBEENCUTBUTHASSALESINCREASEDWHYISTHEUNITPRICERAISEDBUTHASTHEPROFITMARGINBEENLOWEREDMONITORTHEFLOWCHANGEINDIFFERENTPERIODSMONITORTHETIMEFLOWANDTRACKTHESALESANDCONVERSIONOFEACHPERIODWHICHPERIODOFSALESISTHEHIGHESTDOTHISBETTERBYANALYZINGEVERYDAYTHEPRIMETIMEOFWORKTOHELPOPERATEREASONABLEARRANGEMENTSFORCUSTOMERSERVICE,SALESWORKTIMEIMPROVEOPERATIONALEFFICIENCYTOUNDERSTANDTHEDISTRIBUTIONOFTRAFFICINTHESHOPJUSTINDEPENDENTANALYSISOFASINGLEPAGE,YOUCANNOTUNDERSTANDTHEFLOWOFONLINESHOPSAFTERTHEFLOWOFWHICHSPECIFICTYPESOFPAGESNEEDTOCLASSIFYTHEPAGESOFTHESHOP,TOBEABLETOCLEARLYOBSERVETHEDISTRIBUTIONOFTRAFFICINTHESHOP,COMBINEDWITHTHENUMBEROFVISITS,SHOPPING10,ENTERTHESHOPPINGCART11,ORDER12,PAY13OFTHESEINDICATORS,YOUCANSEETHEOVERALLSHOPPINGCARTFUNNELTRANSFORMATIONANALYSISOFPAGECONTENT,LOOKINGFORONLINESHOPPINGHOTSPOTSPAGECONTENTANALYSISCANHELPOPERATORSINTHENEWOPERATIONTODOTHEKEYGUIDANCE,RECOMMENDCONSUMERSMOSTCONCERNEDABOUTTHEBRAND,PROMOTIONMOSTCONCERNEDGOODS,ETCTHEHOTPAGEFROMTHECONTENTOFTHEPAGE,THISPARTOFTHEINDIVIDUALANALYSIS,USEDTOGUIDETHEOPERATION,WITHTHEBASISOFINDICATORS,SUCHASTHENUMBEROFVISITS,VISITS,CONVERSIONRATE,YOUCANANALYZEWHATCONSUMERSAREMOSTCONCERNEDABOUT,WHATPRODUCTS,CATEGORIES,BRANDSHITTHETOPOBSERVETHEQUALITYOFDIFFERENTSOURCESSHOPFLOWFROMWHERE,DIFFERENTSOURCES,14CANBRINGMUCHREVENUEFORTHESHOP,SALESTRANSFORMATIONTHESEPROBLEMSARERELATEDTOTHESHOPTHECOREINDEXOFOPERATIONNEEDSTOANALYZETHESOURCEOFONLINETRAFFIC,ANDCOMPARETHEQUALITYOFTRAFFICBROUGHTBYDIFFERENTSOURCES14SOURCEINASTATISTICALCYCLE,THEUSERACCESSTOTHESITEEXTERNALADDRESS15SOURCEKEYWORDSINASTATISTICALCYCLE,THESEARCHENGINEINPUTTEXTINTHESEARCHBOX16IPINASTATISTICALCYCLE,THESUMOFTHEIPADDRESSESOFNONREPEATINGSOURCESTHATAREACCESSEDBYASTATISTICALOBJECTWHENMULTIPLEUSERSSHAREANIPADDRESS,ITISCOUNTEDASANINDEPENDENTIPADDRESSWHENAUSERUSESADIFFERENTIPADDRESSATDIFFERENTTIMEPERIODS,ITISCOUNTEDASMULTIPLEINDEPENDENTIPADDRESSESTHEREFORE,THENUMBEROFINDEPENDENTIPADDRESSESISGENERALLYNOTEQUALTOTHATOFANINDEPENDENTVISITORTHENUMBEROFWHENANALYZINGTHEORIGINOFTHEWEBSITETRAFFIC,WESHOULDPAYMOREATTENTIONTOTHEDOMAINNAMEOFTHESOURCE,ANDMAKETHESTATISTICSOFTHEADDRESSBEFOREENTERINGTHESHOP,ANDCOOPERATEWITHTHEIMPORTANTOPERATIONINDICATORSSUCHASSALESCONVERSIONRATE,ORDERQUANTITY,ORDERAMOUNTCANBESEENWHICHSPECIFICDOMAINNAMEWEBSITECANBRINGREALCUSTOMERSFORTHESHOPASTHESOURCEDOMAINNAMETRAFFICISVERYHIGH,BUTTHEREISNOSALESCONVERSION,ORTHECONVERSIONRATEISV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IPLEPROMOTIONALBITS,WENEEDMOREACCURATEANALYSIS,DETAILEDTOEACHPROMOTIONLINKBOUNDTOTHEADVERTISINGLOCATION17,CHANNELS,ACTIVITYNAME,COMBINEDWITHOPERATIONALCOREINDICATORS,WILLBEEASIERTODETERMINETHEEFFECTOFANACTIVITYINDIFFERENTCHANNELS,THESAMECHANNEL,DIFFERENTWIDEDIFFERENCESBETWEENREPORTSCONDUCTOPERATIONS,CONDUCTPROMOTIONALACTIVITIES,ANDCONTROLTHECOSTOFPROMOTION,ANDPUTMORERESOURCESINTOPRODUCTIONONTHESALESCHANNEL17,ADVERTISINGLOCATIONCURRENTLYRECORDEDOUTSIDETHEPROMOTIONLINKSOURCECODE,ASAPROMOTIONLOCATIONLOGOTRACKINGMAILMARKETINGTRANSFORMATION,IMPROVETHEEFFECTOFMAILMARKETINGMAILMARKETINGISTHEMOSTCOMMONDIRECTMARKETINGMETHODUSEDINB2CSHOPHOWTOTRACKITSEFFECTCANBEEXTENDEDTOEACHEMAILLINKSDOTRACESTATISTICSANDSETEASILYIDENTIFIABLESOURCESWHENTHEUSERENTERSTHESHOPVIATHEPROMOTIONLINK,WECANTRACKTHEVISITORTOBEWHICHMAILMARKETINGACTIVITIESATTRACTTHECOREINDEXOFOPERATIONSNUMBEROFVISITS,ORDERS,CONVERSIONRATES,ANDTHENFOLLOWTHEPUSHOFMAILMARKETINGACTIVITIESWIDEEFFECT,EVALUATETHEACTUALBENEFITSOFEACHACTIVITY,ANDALSOFOLLOWTHEINTERACTIONOFMEMBERS,FEEDBACKTIMEPERIODANALYSISSALESTRANSFORMATIONINDEX,SELECTTHEAPPROPRIATEADVERTISINGPERIODHOWTOUSETHELIMITEDRESOURCESTOGETTHEBESTRETURNS,FORMOSTOFTHEADVERTISING,PROMOTION,ELECTRICITYPROVIDERS,HASBEENAVERYCONCERNEDABOUTTHEDEPARTMENTCENTHOWDOYOUCHOOSETHERIGHTTIMEFORADVERTISINGLETSTAKEATIMESLOTTOLOOKATTHEBROWSINGANDCONVERSIONDURINGTHE24HOURSESSION24HOURFLOWCHARTFROMTHEABOVEFIGURE,THEPEAKTIMEOFTRAFFICFLOWAT811AM,1417POINTS,AND1922POINTS24HOURSALESCONVERSIONDIAGRAMASSEENFROMABOVE,THEACTUALPEAKTIMEOFORDERTRANSFORMATIONISAT1316PM,AT1922PMANALYSISBECAUSENOWTHEMAJORITYOFINTERNETUSERSINTHEDAYISINTHEOFFICEOFWHITECOLLARWORKERS,THENUMBEROFINTERNETUSERSINTHEMORNING,BUTREALLYTHEREISASMALLPROPORTIONOFUSERSBUYINGDEMAND,SOTHEPEAKTIMEOFTHEMORNINGTRAFFICCONVERSIONRATEISNOTHIGHANDANOTHERPEAKPERIODOF1316POINTS,SINCETHEMAJORITYOFPEOPLEHAVEACCESSTOTHEINTERNETATTHISTIME,THEPURCHASINGINTENTIONISRELATIVELYCONCENTRATEDSO,INCONTRASTTOTHETRAFFICFLOWMAP,1922POINTSAREGENERATEDORDERRATEANDFLOWTRENDSINTOCORRESPONDENCECONCLUSIONITCANBESEENTHATTHEMAINBUYERSINTHESHOPAREOFFICEWHITECOLLARWORKERS,SUCHASTHEFLOWRATEANDTHECONVERSIONRATEOFEACHPERIODAT1316,THEEFFECTOFADVERTISINGISBETTERTHANTHE1922TIMESLOT4,ONLINEOPERATORSINTHEKEYINDICATORSWITHDRAWALRATETHEEXITRATEISSUITABLEFORB2CSHOPTODOACOMPREHENSIVEINSPECTION,WHERETHEHIGHRATEOFWITHDRAWAL,THEBASICPAGEWILLEXPLAINTHEEXISTENCEOFSOMEPROBLEMSWHENDOINGANALYSIS,FOCUSONLOGIN,REGISTRATION,SHOPPINGCART,USERCENTERTHESEPAGESAREFUNDAMENTALANDC