Marketing strategy optimization based on the statistical analysis of e-commerce website

E-commerce is no longer unfamiliar to any enterprise, others do, you also want to do, others also want to do ...

Derived from the http://www.aliyun.com/zixun/aggregation/8988.html "> site statistics products, foreign have Google analytics,gostats Web site statistical analysis, domestic CNZZ, Quantum statistics, and so on, are more and more by E-commerce sites and corporate network marketing attention, but with more and more enterprises and individuals to try to use the site statistics to assist their e-commerce operations, many people have this question:

How to optimize the conversion rate through marketing data analysis to improve ROI.

The following four data should be clear to us before deciding on the marketing plan:

A: Do the target customers know who I am? (visitor source analysis, i.e. link source)

--How much of the target customers can remember what we do when they hear our brand name. For example, mention "Jingdong", customer response said "sell digital" or "sell computer".

F: When they consider buying this kind of product, I am not the first choice? (Path analysis + page analysis)

--what percentage of customers think of our brand first when considering satisfying a particular need? For example, ask "Buy a Notebook", "online to buy digital products", a large proportion of the target customers will think "to Beijing east."

T: How much customers are trying to buy? (Page analysis + visitor analysis)

--How many of the target customers have tried our products.

R: How about buying customers again? (Repeat guest + customer cycle analysis)

--How many of the target customers are our loyal customers.

These data we can from the relevant web site statistical services provided by the analysis found that the gostats.cn Web site statistical analysis of the indicators prevail.

What is the impact of these four data on our marketing direction?

For a few examples, you will see that the following a=awareness, F=first, T=test, R=repeat.

In the first case:

a=50%, f=18%, t=15%, r=12%

From the data, many of the target customers know us. The bad news is that they don't impress or love us very much, but the good news is that we've tried our customers. Many of them have become loyal customers, indicating that our products, prices and services are good. From the tactical level, may be the marketing implementation of the creativity is not enough, there is no clear and powerful transfer brand positioning. Positioning is difficult to communicate only through "product and timed snapping", but to use a lot of relevant information to allow customers to produce associated memories and associations.

Second:

a=15%, f=12%, t=9%, r=7%

This looks pretty good. Know that most of our people like us, like our people mostly bought, after buying most satisfied. The only problem is that there are too few people to know we exist. This stage can indeed be considered to expand advertising, along the previous experience to continue to go down.

Third:

a=40%, f=30%, t=20%, r=5%

Advertising is good, positioning is good, but also to persuade customers to try-but, the customer tried to run, did not translate into loyal customers. What should be done is to have a good chat with the customer to see why not repeat the purchase. The possible reason is the product or service problem, if so, should stop advertising, first of all the internal skills to practice. One can save the budget, and the other is to avoid further damage to their reputation-bad word-of-mouth will make our future comeback more difficult.

Fourth:

a=60%, f=20%, t=18%, r=15%

Most of the target customers know us, but they don't expect to buy us, which is a bad sign. The good signal is that most people who like us will buy it and buy it again. It may be that our positioning is not set (or not communicated well), only to attract a small group of target customers. It is also possible that our "Target customers" definition is problematic, our products are mainly attracted by a niche market, we should find out the characteristics of this market, may be able to redefine the target customers-the corresponding, advertising creativity and media channels to be updated.

Source Address: http://www.paidai.com/dis......topicid=37733