【电商运营总监必备】电子商务网店运营分析要点 （[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)（e-commerce operations director essential e-commerce shop operation analysis points (1)）Analysis of e-commerce shop operation2010-7CatalogE-commerce shop operation analysis,.,. 11. understand the basic situation of the daily operation of the shop,. 3The core analysis of sho

2、p operators,. 3Shop operation basis analysis,. 32. a comprehensive analysis of the details found in the operation:. 4The trend analysis of weekly operating indicators, the analysis of.,. 4Monitor the change of traffic flow at different times,.,.,. 4To understand the distribution of traffic in the sh

3、op,. 4Analysis of page content, looking for hot spots online shop. 4To observe the quality of different sources,.,. 5To understand the overall flow, we should pay more attention to the flow of paid procurement, the flow of.,. 5Keyword analysis with search engines, mining high conversion keywords. 5T

4、o the member customer alone carries on the expense analysis,. 53. optimize the online shop, steadily improve the operation effect,. 6Inside the keywords search optimization, explore profitable goods.,. 6The use of visitors distribution + member behavior indicators, to seize more potential customers,

5、 improve the conversion rate of visitors. 6Monitoring the effect of promotional activities. 6Tracking the transformation of mail marketing, improve the effect of mail marketing. 6Time period analysis + sales transformation index,Choose the right time for advertising,. 74. key points in the operation

6、 of the shop,.,.,. 8Withdrawal rate,. 8Jump out rate. 8Into the shopping cart. 8Conversion,. 8Many e-commerce in the formulation of e-commerce overall strategy, build a shopping environment, update the line of their own commodity information, often feelTo the point; what's next?Advertising to bu

7、y traffic? Where should I advertise?Do promotions? Nobody has bought it yet. Is it meaningful to promote sales?Price reduction? It hasn't started selling yet. Is it cheaper?With the rising tide of electronic commerce, many new business feel lost in the tide and tide into; experienced nongchao,Th

8、ose experienced old electricity suppliers also feel the pressure of enterprise growth in the increasingly fierce competition environment. Optimize process, reduce cost, raiseIncrease efficiency, reduce loss, increase sales, improve customer satisfaction, reduce the rate of return. Each operation lin

9、k put forward new challenges,How should that be done?And every aspect of the operation of the electricity supplier optimization, is not lazy, need to continue to pay attention to analysis of annual, monthly, or even weekly,Daily online shop operation data, through the analysis of each node of the sh

10、op operation, gradually established the overall B2C operating system model, repeated trial and error,Constantly tuning, in order to find problems, solve problems in the process, and gradually make the operation steadily. This article is based on the daily operation of the electricity supplierThe bas

11、ic points and important aspects of the camp are introduced, basic data analysis methods are introduced, and some practical examples are given to explain the operation of the electricity supplierWhich dimensions, through which data indicators to support the profound understanding of online shop opera

12、tion status, and how to optimize the operation of each link of the shop?.1. understand the basic situation of daily operation of the shopThe core analysis of online shop operationIn the process of online store operation, there are some daily key indicators directly reflect the effect of online shop

13、operation.The use of online shop: as the entity shop flow, browsing number 1, access number 2, reflecting the popularity of the shop, independent visitors 3 canBasically reflects the number of real visits to the shop, and the average access to 4 of the page reflects the interest of visitors to the s

14、hop.1 browse number: the total number of pages visited by independent visitors during a statistical period.2 access numbers: the sum of the number of independent visitors accessing a statistical object within a statistical period.3 independent visitors: the total number of non repeating visitors acc

15、essing a statistical object within a statistical period. Refers to the user in a certain period of time, such as a natural day access to the networkUsers of a station, regardless of the number of visits, are only counted as an independent visitor. So, independent visitors direct attention to the rea

16、l number of websites.4 average access pages: the average number of pages visited per visit.5 order quantity: the total number of orders completed by visitors in a statistical period.6 total orders: the sum of orders completed by visitors within a statistical period.7 average unit price: in a statist

17、ical period, access to the average average amount of orders online.8 conversion: the ratio of the number of visits to the site to the number of visits in the final purchase.The operation of the shop: how much actual revenue can be brought by the online shop, through orders 5, total orders 6, the ave

18、rage unit price of 7 can be seen;The conversion rate of orders reflects 8 of the current online shop marketing capabilities.The operation department makes adjustments to a product or marketing activities, which will affect the changes of these indicators, if not improved, explainedMethods have probl

19、ems or there are other reasons. In general, we need to keep track of these core metrics. Weekly is the best contrastWay, collect daily data, user orders and payments may not be the same day, but the data of a week is relatively accurate, we have a weekCompared with the data of the previous week, we

20、can clearly see the changes of the operating index after the adjustment of the shop, so as to guide the transportationThe internal work of the battalion, such as product guidance, pricing strategy, promotion strategy, mail strategy, etc.These indicators are the core indicators of online shop visits,

21、 it is not easy to improve these indicators data, need to constantly find problems, solutionsDecision problem.Basic analysis of online shop operationImportant indicators can reflect the operation of the shop, but to find the specific problems in operation, you need to have other aspectsAuxiliary ana

22、lysis. According to the types of marketing methods, the effect analysis of these marketing promotion is also classified.When doing basic analysis, we should proceed from several aspects:A) analysis of the source of the flow of the online shop (source analysis), can help to understand, which traffic

23、is able to bring benefits to the shop(b) the analysis of the flow obtained after the advertisement (traffic flow analysis) is more conducive to tracking and effect of different promotion channelsAnalysisC) monitoring the flow of each period and the transformation of sales (time interval analysis), c

24、an help to understand the sales peak time, but also helpHelp shop to arrange the working hours of operators and improve work efficiencyD) analyzes the flow of entering keywords through the search engine, and analyzes each keyword entered by different search enginesOnline traffic (keyword analysis),

25、can help operators search engine marketing powerful data referenceE) track the visitor's area of the shop, understand the main customer area of the website, and provide marketing guidance to the operation Department, for exampleFor less orders, high traffic areas, you can carry out free mail act

26、ivities and so on, at the same time visitors to distinguish between new and old customers, old customersThe return visit can help mail marketing achieve better results (visitor analysis)F) evaluate the distribution of traffic in online stores (page type and hot page analysis)G) evaluating landing pa

27、ge quality (entrance analysis)H) combined with exit rate 9 and visitors leaving the shop page to find out why customers leave the website (export analysis)9 exit rate: in a statistical cycle, the current page as the last page of access to the number of visits to the total number of visits to the sit

28、e.10 purchase goods: in a statistical cycle, statistics visitors in the view of goods, the goods do "join the shopping cart" action, and calculate the number of action, the total number of visitsProportion.11 enter the shopping cart: in a statistical cycle, count the number of customers en

29、tering the settlement page proportion of the number of visits.12 orders: in a statistical cycle, statistics customers enter the confirmation order page, complete the number of access to the shopping process.13 payment success: statistical customer completed the shopping process in a statistical cycl

30、e,The number of successful online payments.Careful analysis is easy to find the problems.2. comprehensive analysis of the details of the operationWeekly trend analysis of operating indicatorsTrack and summarize the daily data, find the change trend of each important index, and find out the problems

31、in the operation of the shop. Why do you order?Singular reduction? But has sales increased? Why is the unit price increased? But is the profit margin lower?Monitoring the flow change in different periodsMonitor the time flow, track the sales transformation of each period, which period of sales is th

32、e highest. Do this better to analyze everydayThe prime time of work, help to operate reasonable arrangements for customer service, sales work time! Improve operational efficiency.Understand the distribution of traffic in online shopJust independent analysis of a single page, you can not understand t

33、he flow of the shop after the flow, these flows specific to what kind of page?Need to classify the web page classification, to be able to clearly observe the distribution of traffic in the shop, combined with the number of visits, shopping 10,Into the shopping cart 11, 12 orders, 13 successful payme

34、nt of these indicators, you can see the overall shopping cart funnel transformation situation.Analysis of page content, looking for hot spots online shopPage content analysis can help the operation Department to do the key guidance in the new operation work, recommend the consumer most concern brand

35、, promotionThe most concerned goods and so on.The hot page from the content of the page put forward, this part of the content of individual analysis, used to guide the operation, with the basis of indicators,Such as the number of visits, visits, conversion rate can be analyzed what consumers are mos

36、t concerned about, what products, categories, brands click the highest.The quality of different sources was observedWhere does the flow of the shop come from? How much revenue can the 14 of the different sources bring to the online store? These problems are related to online shopThe core indicators

37、of operation, need to analyze the source of online traffic, compare the quality of traffic flow from different sources.The 14 source: the way the user enters the website in a statistical cycle (external address).15 source Keywords: in a statistical cycle, the search engine input text in the search b

38、ox.16 IP: the sum of the number of IP addresses of non repeating sources that are accessed by a statistical object within a statistical period. When multiple users share an IP address, they are counted as an independent IPAddress: when a user uses different IP addresses at different times, it is cou

39、nted as multiple independent IP addresses. Therefore, the number of independent IP addresses is not equal to that of independent visitorsThe number of.When analyzing the origin of online traffic, we should pay more attention to the domain name of the source, and make the statistics of the access add

40、ress before entering the shop, and cooperate with the important operationIndicators such as sales conversion rate, order quantity, order amount can be seen which specific domain name website can bring real customers for the shop. asFruit origin domain name traffic is very high, but there is no sales

41、 conversion, or conversion rate is very low, indicating that the quality of such sources comparisonPoor, there are many reasons for this situation, it may be visitors to visit the source site is not the target customers of the shop crowd, may also beLanding pages and promotion of content mismatches

42、and other issues. Specific circumstances need further analysis, and can be filtered through the source URLThis kind of domain name enters the website URL.To understand the overall flow, we should pay more attention to the flow of paid procurementIt is more beneficial to track and analyze the differe

43、nt promotion channels by analyzing the flow of paid traffic separately.In addition to monitoring, we need to compare the effect of different delivery channels, which channel can give the online shopTo bring more targeted customers, which channel transformation is relatively poor, pay attention to di

44、fferent channels of the size of the flow, to join the sales turnMore meaningful. Of course, more detailed and detailed to a channel of a channel, and even an advertising position sales transformation, will be moreIt's good for us to control the cost of advertising. For those highly converted adv

45、ertising sites to increase investment, invisible traffic has become sales.In addition to the analysis of natural flow and paid flow, it is also important to analyze the effect of each marketing activityEnough to tell us whether the activity is successful and that we can track the feedback and intera

46、ction of the customer.Keyword analysis with search engine, mining high conversion keywordsA more detailed, multi angle analysis will help us find the causes of problems easily. For example, when doing the search engine marketing of B2C shop,If you can not make all the search engine promotion work is

47、 strategic, coordination, unity. Then, the shop will face the Bureau sooner or laterThe marketing cost caused by department competition keeps rising. How to reduce costs? To improve the effective keyword 15 launch, we need to keyword multi angleDegree analysis, the traditional 20/80 principle is not

48、 suitable for e-commerce website search engine marketing, keyword analysis with search engines,When observing keywords, combined with operational core indicators: access number, order quantity, order amount, conversion rate, you can dig out the high conversion keywords,And appropriate delivery chann

49、els. In addition to those high access and highly transformed keywords, those with high conversion, but low access to keywords,Can be included in the search engine marketing keywords launch plan.Individual consumption analysis of member customersThrough the visitors to the IP16 regional classificatio

50、n, according to the geographical provinces, city level difference summary. We will find our target customersThe location and the main consumption area of the online store.In addition to knowing where visitors are distributed, the maintenance of old customers is important. The cost of maintaining an

51、old customer is much lower than that of a new customerCost. How to maintain? In addition to the use of traditional CRM, you can also track, purchase, order and other actions by tracking the old customersAnalysis of member consumption cycle, with appropriate send promotional activities, discounts and

52、 other information to help you maintain old customers, improve the repeat purchase of old customersBuying rate.3. optimize online shop, steadily improve operation effectIn the operation process, a variety of small problems will affect the operation effect of online shop, how to find these problems,

53、in addition to the need to run the classicsBesides, some skills are needed.Keywords search optimization, explore profitable goodsIn addition to the keyword input in the search engine, the search portal can also give us hints, when a keyword search in the stationThe number of cables has been high, in

54、dicating that customers have the demand for related products, and the related products are not identified or not allowed in the websiteEasy to find, and internal search terms that do not return search results can also help discover commodity nicknames, common error input content, orUntapped profit g

55、oods, analyzing the most searched keywords in a page can also help optimize page content arrangements.Using visitors distribution + member behavior indicators, to seize more potential customers, improve the conversion rate of visitorsWhen operating departments analyze the sales area, they often use

56、the number of regional visits and sales orders to analyze the main consumer groups of online storesHowever, doing so may miss some potential users. Why do you say that?As you can see from the picture above, there are a number of visitors in a very remote area, and some of them have joined the shopping cartDo you know that there are some potential customers in the two regions? What is the reason for potential customers to abandon orders?We see from the shop itself, for example, the location of the shop is Zhejiang, and the surrounding areas