B2C website operation Core Data Analysis Model

At the end of the year, and at the end of the year. What Should B2C summarize ?? Profit ?? Gross profit ?? Cost ?? The empty text will surely be pale and amateur. Data.

Based on the business characteristics of B2C operation, the author establishes a data model for the overall B2C operation system. The technology department has begun to connect to the mall background to implement our web data analysis background.

Next year, our operations department will gradually implement data-driven operations. We will use data as the guiding ideology to discover and solve problems and gradually take our operations steadily one step after another.

 Item 1: daily data (basic)

1.Traffic Data:

1.1 IP

1.2 PV

1.3 online time

1.4 bounce rate

1.5 proportion of new users

2. Order data:

2.1 Total orders

2.2 valid orders

2.3 order Efficiency

Total sales of 2.4

Unit price of 2.5 customers

2.6 Gross profit

2.7 gross margin

3. Conversion rate data:

3.1 order conversion rate

3.2 payment conversion rate.

Brief description:

1. Because we have implemented a basic Web Data Analysis System (some companies use invoicing software), regular sales, profits, and profit margins can all be achieved through the system.

2. because of the direct connection with the mall background, the inventory management has been done. When data is analyzed, the original data in the background is available. Various formulas are set and all expected results are displayed, in this way, it is more efficient than using software, and can be flexibly developed according to their own needs.

3. as users place orders today and pay for orders tomorrow, order efficiency, sales, conversion rate, and customer unit price will change dynamically. Excel is basically not used, so flexible system access is very important. If not, you can also refer to this requirement for development.

Item 2: weekly data analysis (CORE)

Users' orders and payments may not be completed on the same day, but the weekly data is relatively accurate. Therefore, we use the weekly data as a reference object for comparison. The main purpose is, compared with the data difference between last week and last week, the Operation has done some work, the product has made some adjustments, and the corresponding data will also change, it indicates that there is a problem with the method or its own problems.

1. Website Usage:IP address, PV, average page views, online time, bounce rate, visitor rate, access depth rate, and access time ratio.

This is the most basic, and it is not easy to improve each item of data. This means to constantly improve the details of every problem found and continuously improve the shopping experience. To describe important data indicators:

1.1 bounce rate: The bounce rate is never a good thing, but the question of bounce is the key. In my experience, the bounce rate will be high in some promotional activities or when large media advertisements are launched. A high bounce rate may mean that the crowd is inaccurate, or there is a huge difference between the ad appeal and the access content, or there is a problem with the access page. The regular bounce rate is based on basic pages such as logon, registration, order process 1-3, and user center. If the bounce rate is higher than 20%, I think there are many problems, the shopping process and user experience are also improved based on the bounce rate.

1.2 The ratio of visitors = two visitors/total visitors within a week, which means that the website is attractive and member loyalty. if the traffic is stable, the data is relatively high, if it is too high, it means that there are too few new users to develop. If it is too low, it means that user loyalty is too bad and the repurchase rate is not high.

1.3 access depth ratio = number of users accessing more than 11 pages/total number of users, access time ratio = number of users accessing more than 10 minutes/total number of users, these two indicators represent the attractiveness of the website content, the higher the data ratio, the better.

2. operation data:Total orders, valid orders, order efficiency, total sales, customer unit price, gross profit, gross profit margin, order conversion rate, payment conversion rate, return rate;

Daily Data Summary: The Weekly data must be stable. This is mainly used to guide internal operations, such as product guidance, pricing policies, promotion policies, and shipping policies.

2.1 Why is the number of orders reduced? But has sales increased? Is this a good thing?

Why is the customer unit price increased by 2.2 of the comparison data? But is the profit margin reduced? Is this a good thing?

Can the comparison data of 2.3 achieve: sales growth, profit margin increase, and order number increase? This is not impossible.

All the questions can be found in the operation data.

Item 3: User Analysis

1. Member Analysis:New member registration, new member shopping rate, total number of members, all member shopping rate;

The general analysis of members' shopping status focuses on how many new members are added this week and whether the shopping ratio of new Members is higher than the overall level. If your registered member has a high shopping rate, it is a good way to guide new Member registration to increase sales.

1.1 repurchase rate of members:1 shopping proportion, 2 shopping proportion, 3 shopping proportion, 4 shopping proportion, 5 shopping proportion, 6 shopping proportion;

1.2The conversion rate reflects the B2C shopping process and whether the user experience is good. It can be called external work. The repurchase rate reflects the overall competitiveness of B2C, which is definitely internal work.This includes details such as popularity, reputation, customer service, packaging, and delivery orders. A good B2C repurchase rate can reach 90%, and B2C with no repurchase rate has no future, therefore, we can also understand why many B2C users are willing to invest a lot of money in portal advertising, in order to obtain the user's first purchase, so as to obtain long-term repeated purchases. However, some B2C shopping experience is poor, and it is purely money-burning because it makes a lot of money.

Therefore, I think the core work of operation is to do external work, increase the conversion rate, and obtain the First Purchase Behavior of consumers. On the other hand, it is to do internal work and increase the repurchase rate. B2C is just buying again. Therefore, B2C is a comprehensive discipline. It is really difficult to do a good job in every course. However, it is based on every detail that laid the foundation for B2C development.

China's B2C is lucky because Chinese consumers are very tolerant. If you cheat me once, I may forgive you. To tell the truth, there is not much space for consumers to choose, however, with the rise of B2C and the focus and investment in services, I believe that B2C will be a service industry in the future, not a porter.

Item 4: Traffic Source Analysis

We use Google Analytics. The statistical data is more detailed. I think the most important significance of traffic source analysis is:

1. Monitor the conversion rates of various channels. This is the core work of operations. Effective marketing is performed for different channels. IP addresses represent strength, and conversion rates represent results;

2. discovering effective media and conversion rate data clearly gives us a clear picture of the channel conversion effect, and so on. The same marketing method is used on similar channels, so the effect is not good, BD or advertisement can be used to develop cooperation channels of the same kind to replicate successful experiences.

Traffic analysis is the direction of operation and promotion departments. In addition to focusing on conversion rates, as well as browsing pages and online time, it is an indicator to evaluate channel value.

Item 5: Content Analysis

Two main indicators: exit rate and hotspot content

1. the exit rate is a good doctor. It is very suitable for B2C health check. The exit rate is high, which will basically indicate some problems, focusing on login, registration, shopping cart, and user center, these are the most basic, but they are also the most critical. Generally, I will list the top 20 exit rate pages, and then the operation department will focus on the reasons for improvement. However, this year we did very well and did not do well. We will focus on perfection in the next year.

2. this part of the hotspot content is used to guide the operation. What do consumers pay the most attention to, what products, categories, and brands click the most? This data is the key guide in the new operation work, we recommend the brands that the consumer is most interested in and the products that interest the promotion.

Item 6: Product Sales Analysis

This part is internal data. Based on the weekly and monthly sales details, you can learn about the business status and determine the future sales trend. This part of the data model is still being planned, and each data model has a different situation, so I will not explain it here.

This article is written in a hurry and scrawled manner. Every part of this article will be extended in the future. I hope it will be helpful to you and have little experience in B2C operation, so you don't have to laugh.

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