In all aspects of the operation of the electric business, it is necessary to base the data

In all aspects of the operation of the electric business, it is necessary to base on the data. Data is flooded in every aspect of the operation, so successful operations must be based on data. When we have enough data, we can no longer rely on subjective judgment and make the data the referee in the company.

Ideally, if we can trace all the data, all of our decisions can be based on data. When we develop the habit of data-oriented, there is a basis for operation, no longer a blind operation by experience. Then in the operation of E-commerce Web site, in the end which data are we must carefully read carefully mining, based on the data E-commerce operations in the end what is it?

Have to look at the data points

There is a lot of data in every aspect of the operation of the electric business, so let's take a look at the more important data points first.

Number of visitors: the number of visitors, or traffic, is the basis of e-commerce sites. Without traffic, all work has no foundation.

Conversion rate: The conversion rate of the flow of e-commerce enterprises are very important indicators, it is also a measure of the flow of shops and web site is a high quality of the standard. In the same flow situation, only need to upgrade the conversion rate, you can improve the overall income.

Customer Unit Price: Sales of good goods should be customers like goods, but we can not because of the small sales of certain goods and ignore its potential.

In addition to the above data points, E-commerce site on the day-to-day operation of the data also includes site-related data, commodity-related data, order-related data, customer-related data and brand-related data, and so on.

Have to do the data analysis

All aspects of E-commerce operations need to be based on data, and for the data we need to deal with. Of course, do not have to wait until all the data are ready to do data analysis, can be based on the hands of limited data, and so have more data, and then enable new methods and algorithms for new data analysis.

1. Flow analysis

The main reason for analyzing traffic sources is that we can better understand our potential customers. To do a good job of the user experience, we first need to understand the potential customer's population attributes, spatio-temporal attributes and interest attributes, equivalent to doing a background check. Only when we know the visitors in detail can we be targeted.

Analysis of the source characteristics of traffic: The source of traffic includes search engines, keyword purchase, external links and direct access. Different flows have their own characteristics, and because of these characteristics, their respective roles are different.

Analyze the temporal and spatial attributes of visitors: If the visitor's space-time attribute can match the property of our website, then the effect of the flow is improved.

Analyze visitors ' demographic attributes: information about visitors (including age, sex, education, income, etc.) can be identified from a large number of web browsing records and network behavior. The more information we have about visitors, the more visitors we have on our web pages, the more accurate we are at judging the attributes of these people. If we can accurately grasp the flow of the source of the population attributes, you can make the push of goods more accurate.

Analysis of customer interest attributes: Through the characteristics of the flow source analysis we can have some analysis of the customer's interest point, starting from the customer's point of interest, we can better push product information.

But we have to pay attention to the analysis of traffic, the visitor's population attributes and interests of the judgment for everyone is not 100% accurate.

2. Website analysis

If your site is relatively simple, you can directly use Google Analytics and other web analytics tools to do traffic analysis of the site. However, if the site is more complex, then we need to use the build system tools through log analysis to understand the details of the site access. If you can combine the log analysis on multiple sites, we can understand the customer's behavior before and after entering the website, thus more in-depth understanding of customers on the site of the goods and content interest.

Because each customer's usage is different, so their requirements for the site is not the same. When making the Optimization page, we can only take into account the needs of most people. Of course, if we can clearly distinguish the people who have special requirements for the page, it is also possible to make specific optimizations for them.

Site content: frequently updated articles, and commodity-related topics, the company's official blog as well as micro-blog links, the site in various locations of the network sharing function, in addition, should provide convenient customer communication tools.

Page bounce rate and two jump rate: Jump rate and two jump rate is used to measure the quality of external traffic is an important indicator. In short, the lower the bounce rate the better, and two jump rate is the higher the better.

Page Heat analysis: Hot trying to highlight the color of the depth of the page to show the enthusiasm of the pages area, the brighter the color, the more the description of visitors like to click on this position. Using thermal force, the site analyst can clearly see the page on each area of the visitor interest focus, this method is very intuitive.

3. Enhance the conversion rate of the website

The change of conversion rate is affected by various factors. Different ads bring the flow conversion rate is not the same, not similar to the average conversion rate, different brands of the average conversion rate is not the same, different positioning of the merchant average conversion rate is not the same, even the same kind of the same positioning of the business average conversion rate is very different. And for the same business, different stages and the conversion rate of different commodities is not a fixed value, will be subject to commodity prices, picture display methods and other factors.

So first we need to understand a customer on the site of the purchase process, seize every aspect of the data.

The four key factors that enable customers to place orders are: high quality, low price, full new product, safety. Do a good job of the site's user experience, so that customers can have such a feeling, the possibility of their orders will be increased, so that the conversion rate has been improved.

To E-commerce site customers have the following four types: buy-type, promotional, browse-type, looking for after-sales service-oriented. If we analyze from the customer's point of view, can successfully identify the customer belongs to which type, the right remedy, then conversion rate will certainly improve.