Key digital optimization in e-business: How to optimize the key figures in electric business

Article Description: optimize E-commerce key figures.

Objective

Engaged in e-commerce work for some time, found that their ideas for the data has changed a lot. In the past, we took foreign theories and then stood on the bank of the river, pointing fingers at the people swimming in the river. Today, when you jump into the river, it's a totally different feeling. On the one hand, the river is icy cold, on the other hand, it is beginning to understand why people in the river used all kinds of "weird posture" to fight. This article, I was in Hangzhou to participate in the Cheping teacher "Wisdom on Business Road, the West Lake Autumn School" activities of the speech finishing, but also recorded my "feeling in the river."

Body

This is a big, hard question that every electric trader will ask-how can I optimize the key figures in my business?

I also face this problem--there are hundreds of kinds of questions, not tens of thousands of different kinds of answers. The optimization of key business figures, there is no fixed strategy, so there is no fixed answer, but it is not without trace, but there are chapters of the law. In fact, these methods do not need you to go to the beginning of the exploration, the predecessors have already prepared a lot of nourishment, only you have the heart to follow.

Even so, let us first look at what our predecessors have given us this nourishment.

The crucial first step

What is the first step in optimizing E-commerce key numbers?

To be funny, the answer to this question is--what is the key number of E-commerce? But that's a very serious answer, and of course, it's a serious question.

Analysis is not analyzed for analysis, there is no clear purpose of analysis, is "whining". Analysis is about consuming resources, and it's all about "sunk resources"--time, and you can't put your analysis into areas that you don't need to analyze. Therefore, the first step in E-commerce key digital optimization is precisely to identify what the key numbers are.

The identification of the key digital e-commerce starts from the "KBR". KBR is a word that I was brainwashed when I was in Adobe Omniture, which means key Business requirement. Of course, it's just a erguotou bottle. KBR is nothing new, but it points out that your analysis starts with your organization's key business needs.

But this thought is very important, in essence, this way of thinking is our familiar "pyramid method of thinking"-things have a fundamental point, everything will eventually return to this point. When we were analyzing, we were often guided by interest, found the sparrow chasing sparrows, found the rabbit and went to the rabbit, this is the analysis of the first to attract newcomers to the very important reason-it seems that everything is very novel and interesting. But business analysis, you can not waste your "sunk cost", we do not guide the interest, we do everything we need to constantly ask ourselves whether it is around the KBR.

KBR means an organization's "top priority". For E-commerce, especially in the domestic e-commerce, the business is clear and clear--increase sales, reduce costs. But this is not KBR, because it is too extensive and not specific enough. But in this direction, we'll find that most e-commerce companies are essentially focusing on the following two things--volume and rate--in terms of increasing sales and reducing costs.

Quantity, of course, is the bottom line of sales, but the volume of sales is clearly determined by the flow, registration, and conversion rate and the number of heads. Therefore, our thinking is that to promote sales, we need to increase the flow and registration, and improve the transformation and the opportunity to turn back. This is similar to making a key digital indicator of a offline store-the amount of people who get into stores and how many people return.

Say a little digression. I think the domestic e-commerce companies, because they have the "stock company" characteristics, profit margins, and so on, instead of really they care about. An interesting indicator of what e-commerce companies care more about profit margins is whether they get outside investment. Profit margins are important when they are not externally invested and maintained on a smaller scale, but profitability is an indicator that can be sacrificed or even sacrificed when investment is entered, scaled up, and rivals become the main line. This is interesting, for consumers, when a power company has just been invested, the promotion must be very strong, when the goods are worth buying.

Of course, whether the electronic commerce has any other key figures, depends on the company's own operating characteristics and business characteristics, here no longer repeat. To emphasize that we are concerned with the methodology itself, the first step in E-commerce key digital optimization is to truly identify the key numbers of your business. KBR does not recommend the biggest universal goal (for example, revenue), but should be a clear quantitative goal (such as the amount and rate of e-commerce) under this big goal to achieve a real connection to your big goal. It's worth taking some time to find the real KBR.

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