E-commerce site concerned about the 4 data

Last weekend and Hetbert at the retail e-commerce annual meeting on e-commerce data and user experience chatting innocently talked a lot of very specific things, talk more speculative than free. Come back to see the media sorted out the information and found that there are many deviations. So I put together a review as follows: (the scene may not be that, but my heart to express these things is that)

1, the stage of user experience

In the previous two years, some network operators invited me to share the user experience, and basically I did not attend. Because I think it is of no use to share these two years, we are not very concerned about; in a year or two, do not share everyone rushing around to find the question, because of the time had to be concerned.

This time to share with you, first, because with Herbert to discuss network operators in the user experience on the data layout, the second is to be formally paved the way for network operators who are concerned about the user experience.

Now network operators are generally not very concerned about the user experience. This is easy to understand because the book that should be most concerned about in this barbaric period can not be a narrow "user experience." We experience the user experience is divided into "useful" can be "easy to use" love to use "brand" several levels, often we talk about the user experience is relatively narrow, just "easy to use." Now most of the network operators are only developed to "useful" to use "stage.

There are still many, many e-commerce sites, products are good, others are not good, the price is not cheap, just have a good marketing resources to advertise constantly do promotion, that pull one million people always have a fooled of. In fact, for consumers, his business is simply "useless", the experience is beyond talk about; there are many e-commerce sites to open very slow speed, the service response is not stable, logistics problems ... Even the basic " Can have "can not be guaranteed.

This time really does not need to spend the main energy to consider the "easy to use" problem. Of course, can not be completely ignored, but do not need to focus. For the immediate situation, in user experience, I would like to give you two suggestions:

First, gradually began to focus on "easy to use", do not spend too much energy, but when things are treated. For example, find two perfectionists who are interested and passionate in this field, let them go all out and do not ignore them. Spend a little time each month to see their results, and their "learning" style of exchange, think of ways to praise them, cut money from the market budget to give them bonuses. In this way, the cost is not high energy, but slowly do it first. This account is absolutely cost-effective.

Second, we started to focus on experiencing relevant data and made some layouts on the system. We should try some deep digging for the key data in advance. Just look at the results of the data is not enough, we must dig the data to the second third or even tenth, in order to really use these data to improve the experience. Often the first layer of data can only give us a one-sided phenomenon, what is the inherent problem, can not know.

2, the future is to fight user influence

Before I analyze what data to dig deeper, I would like to reiterate the point that the future of retail e-commerce must be fostering user influence. This influence is not a simple marketing ability.

From the perspective of consumer influence, the pattern of domestic e-commerce is currently an inverted triangle: a total of about 150 million online shoppers, TOP20 B2C can touch to less than 50 million, small and medium B2C who can directly touch the estimated less than 1000 Million; Most Internet companies to Touch consumers are obtained through Taobao. Taobao is the marketing base most online providers rely on.

Because this market is a burst of Taobao, so the current situation should also be taken for granted. However, there is still plenty of room for future incremental markets, and I believe the triangle of consumer influence may be overwhelming. I believe in long tail power.

A few days ago Xing in the collar said the total amount of future independent B2C must be greater than Taobao. I believe. But it depends on the time, maybe 102 years to do it ~ because consumers will never control you are the platform, he only knows he needs the best service, quality, price, ... To really make this industry to do All our thoughts must be returned to the consumer to think about what they need.

3, four data

From the user process point of view, e-commerce sites with the user experience the most relevant data has four: a single UV marketing costs "order conversion rate" payment success rate "keep returning

Marketing Costs:

At present, most of the network operators are most concerned about the front of the data every day to see how many PV, UV, IP, every day to find ways to cheaper PV, UV, IP. This is normal at this brutal phase, because no one can experience no better thing

However, take a good look at the books: a year ago, each cost is about 4 cents, today has reached 4 to 8 hairs, more than 1 is also significant; next year may have to double, we are two five The days are not far away. The Internet has been covered by the network operators who advertise, everyone knows we are taken advantage of. The growth trend of the overall Internet traffic does not have fast market demand, and more and more landowners come in, marketing costs must be more and more expensive.

We constantly invest in marketing costs. 900 of 1,000 packages a day are for advertisers, 90 of 100 employees work for advertisers, including you as CEO.

I think this trend will continue. Constantly entangled in the "marketing costs" will only make marketing more expensive. Maybe we should distract.

PS, on the marketing cost data, there is a reminder: When you look at traffic sources, if you find that an ad point is too large, you can try to pause for a few days to observe the effect. If there is a sharp decline in the suspension, the situation is very bad, you need to find ways to make up.

Order Conversion Rate:

Currently the average order conversion rate across the eCommerce space is 3%. The conversion rate of the platform is the highest (specific inconvenience to say); the vast majority of B2C conversion rates are below 1%, occasionally can be more than 1% when promoting sales; when the good time to 3%, Amazon can go to 4.5 %.

The conversion rate of traditional shopping centers are generally 40% to 50%. Although there are extreme flattening of the internet, I think such data should make us feel ashamed collectively. At least he can explain that when we spend our time digging marketing, we forget that we are not our customers, our website / service is not useful to those we pull?

There are even many websites where 50% of users are lost before the page is fully loaded. Pull a bunch of people to plug their own servers, allowing real customers to endure the site's congestion.

However, in order to improve the order conversion rate we also need to dig down the data here. For example: the user's bounce time, page load time; home page, activity page, list page, product details page bounce ratio; view the number of products. These second-level data can help us find specific problems, digging deeper, the greater the value of the data.

For example, we found that the loss of the list page mainly in the third page, the second page, then at the end of the second page, the third page of the head to recommend him directly related products, the effect is generally good.

"Payment success rate":

At present, the success rate of independent B2C payment is generally less than 60% (Advertising: Alipay balance and cartoon payment success rates are mostly above 80%, while online banking is below 55%).

The issue of payment success rate, third-party payment to assume some responsibility, bank-side more problems, B2C itself can also be improved here. According to our research, the main reasons why users do not pay are: no payment channels, no change in willingness to pay, no confidence in the security of the transaction, disruptive payment channels (resulting from security and quota-related issues) and payment methods too difficult to use (in fact, The most, the proportion is the smallest)

B2C can focus on at least a few data: the payment time of old and new users, large and small success rate, the proportion of users trying to pay more, the use of points and other promotional methods after the effect, emphasizing the effect of security .

"Return rate":

In front of said "the future of retail e-commerce must fight the user influence." Now falling back to the data, I think the "keep coming back rate" will surely become the "core competitiveness" of all e-commerce websites in terms of the four data mentioned above.

Although Taobao and the entire B2C format is different, but there are many laws must be worth a reference and reference. In the past two years, Taobao big sellers who gradually withdraw from the historical arena are basically those who have paid too little attention and rely on low prices and free traffic. And live better and better Taobao big sellers, are also those who keep returning rates high. Early 10, many large sellers have stock, a lot of pressure, mid-year pick-up time, a good seller inventory has become an advantage, the rate of return poor pitcher inventory costs poisons.

For example, some cosmetics sellers return rate of 65%, some clothing sellers return rate can reach 50% or more, new and old users can even buy more than 65%. With such a follow-up rate, marketing costs and conversion rates will also follow suit, and business does not make any good reasons.

To get Jingdong Mall, in fact, his marketing costs are not low, the conversion rate is very ugly, payment success rate is more ugly. However, people's high rate of return, a marketing as several times. Every customer's turnaround is also high (but with his crazy mail marketing is also a great relationship).

(Someone asked: why Jingdong Mall high? I answer: Jingdong Mall's high rate of return is what he should be, Liu Qiang East's part in the brand is not so influential, so high customer price to do down, Converting users is very hard, if the user does not look back, he is no way out. His marketing must block several times.)

"Follow-up rate" should be the most B2C should pay attention to the data, and this data must dig deep to see. For help to keep returning the product behavior, you can try as much as possible. I share a few small data points that may be helpful: collection conversion rates, mail and SMS open rates, user records, and habit retention rates.

In particular, we must pay attention to the "customer satisfaction", you can also look at the "user recommendation." Customer satisfaction is difficult to express through the data, it is recommended to do the call back to the way, recruit a few interns cost is not high this problem can be solved; "User Recommendation" can be done by means of a questionnaire. These two data for the current B2C, the measurement of customer experience and forecast "follow-up rate" are very useful.

4, two concluding suggestions

First, from now on, focus on data from the perspective of user behavior. At the same time, record everything you have done. Because the data does not compare with their own things to see, look back in the fog can only see flowers, no value.

Second, only qualitative, partial general; only quantitative, with the standard band. Instead of being limited to quantitative data, qualitative data can often be as useful as it can be, helping to quickly find the cause.

At last:

It is recommended that all network friends go back and count accounts and see how much money we spent in each session each year. Every year, we come up with large sums of money spent on advertising, but in fact, we did not keep him. Cut out 1% of the market budget, enough to enhance the follow-up overall conversion rate of 100%.

Less investment in a wronged advertisement, saved money to buy bandwidth, so that half of the customers at least open the website and then leave; less to do a loss activities, save money, please two enthusiastic ease of use to improve access to people The benefits must be several times or even a few times.