Average conversion rate of electricity business order 10.42% flow to buy more money

Recently, people in the e-commerce industry are talking about the December 2010 Ecplus monitoring data released by Eric.

This monitoring data includes the ranking of traffic in China's major e-commerce sites, user conversion analysis, order conversion analysis, user Average daily conversion rate, purchase frequency analysis.

One of the most concerned indicators of electricity business is the order conversion rate, which shows how much effect the real gold and silver advertising fees have played. Report monitoring, order conversion rate of the top three is Taobao, Farrell, card when more, conversion rate of 33.62%, 26.58%, 12.86%, the rest of the site are less than 10%.

The average conversion rate of the whole electric business industry is only 10.42%, and the conversion rate of "good le buy" (okbuy.com), which is "China's largest authentic shoe website", has even fallen out of 30.

10.42% means that 89.58% of the traffic is invalid. Investors should love dearly: these flows are expensive to buy, most e-commerce sites do not have the ability to profit, most of the money from VCs.

According to the Chingko Research Center data, the number of e-commerce investment cases and the amount of 2010 to a New year high, a total of 52, involving an amount of 434 million U.S. dollars, compared with the 2009 investment cases and investment amounts increased by 225% and 344% respectively. Plus Jingdong has not announced the financing, when, Macquarie listed financing, E-commerce 2010 total financing of more than 1 billion U.S. dollars.

E-commerce websites are crazy about burning money, but the traffic they buy is not necessarily effective. Taobao compared to other e-commerce sites, from access to order rates far higher than other sites, Taobao traffic is mostly from the user's own access, rather than purchase traffic.

A statistical data from Taobao shows that the current website to promote ROI (return on investment) is 1:0.3, to obtain a real purchase of the user's cost is 80 yuan, to obtain a real effective click to use 0.8 yuan, to obtain a shopping registration user cost of 20 yuan. Eric Yang Weiqing, chief executive, said: the location of 360.cn,hao123.com navigation sites in 2010 Rose 4 times times, the position of E-commerce stations rose more, some positions close to 10 times times.

"Buy the shares of companies that are related to internet marketing," said Li Kai-Fu, founder of the Creative Dream factory.

Chen, Vice president of Lok Tao Network, said that the flow of e-commerce sites from search, Web site navigation, client software, network alliances and portals. The portal has the brand effect, the other channel goal is to carry the flow, but the flow conversion rate is not high. Amoy's order conversion rate of 4.29%, is the only entry into the report of the top 30 shoe dealers, ranked 13. Chen that, and other footwear electric quotient ratio, the Lok Tao conversion rate is relatively high because of the choice of flow to buy, do not spend money.

According to the monitoring data from the letter of association, the advertising frequency in 2010, where the customer prudential grade First, followed by the Guangzhou Motorcycle Power Trading Co., Ltd., Beijing Beneficial Health E-commerce Co., Ltd., risperidone Connaught Beijing Technology Co., Ltd., good Buy (China) Co., Ltd. Only in the shoes of the two strong e-commerce comparison, advertising has not brought valuable traffic and sales.

Chen that E-commerce has been carried out in three stages: the first phase is capital promotion; The second stage is supply chain drive. Now is the third stage, that is, the marketing refinement phase, E-commerce early in order to rob traffic, access to users, regardless of the cost of marketing investment, will make the enterprise faced with the operating risk of capital. In the marketing precision stage is not only the problem of marketing, but the system construction.

Chen said: "If the past is" to burn money to survive ", then you need to" survive effectively. "