Recommend 4 data that retailers are concerned about

Last weekend and Hetbert in the retail e-commerce annual meeting to chat about E-commerce data and user experience, confusedly chatted a lot of very specific things, chatting comparison speculation is also more casual. Back to see the media sorted out the data, a lot of deviation. So I have compiled a review as follows: (the scene is not so said, but my belly to express the thing is these)

1, the User experience stage

In the previous two years, there were some network business meetings that invited me to share the user experience, and basically I didn't. The reason is very simple, I think these two years to share is no use, because we are not very concerned about, another year or two, do not share the people are rushing around looking for questions, because to have to pay attention to the time.

This time to share, one is because with Herbert discussion network business in the user experience of the data layout, the second is to be able to formally focus on the user experience before the network to do a foreshadowing.

Network operators are now generally not very concerned about the user experience. This is normal, because the most important thing to focus on in this barbaric period of growth is not the narrow "user experience." We divide the user experience experience into "useful" can use "good" Love "brand" several levels, often people say that the user experience is narrower, just "good". And, now most of the network business has only developed to the "useful" stage.

There are a lot of e-commerce sites, service No other good, the product no other good, the price is not cheap, just have a good marketing resources are constantly playing ads everywhere to promote, pull 10,000 people always have a fooled, in fact, for consumers of his business is "useless", the experience is more impossible to talk about , there are many E-commerce sites open speed is very slow, service response instability, logistics problems ... Even basic "can have" is not guaranteed.

This is a time when there is no need to devote major effort to the "easy to use" problem. Of course, it cannot be entirely without consideration, just do not need to focus. For the immediate situation, in terms of user experience, I would like to give you two suggestions:

First, gradually began to pay attention to "easy to use", do not spend too much energy, but when a thing to treat. For example, find two perfectionists who are interested and passionate about this, let them do it, don't ignore them and don't dictate. Spend a little time each month looking at their results, interacting with them in a "learning" style, trying to praise them, and picking up money from the market budget to send them bonuses. In this way, the cost is not high energy, but slowly first. This is an absolute bargain.

Second, start focusing on experience-related data, and do some layout on the system, and try some deep digging in advance for critical data. Just looking at the result data is not enough, be sure to dig the data to the second third or even the tenth level, in order to really use the data to improve the experience. Often the first layer of data can only give us a one-sided phenomenon, the internal problem is what, unknown.

2, the future is in the spell of user influence

In the specific analysis of what data to dig, I would like to express another point of view: The future of retail e-commerce must be in the fight user influence. This influence is not a simple marketing ability.

From the perspective of consumer influence, The pattern of domestic electronic commerce is now a inverted triangle: a total of about 150 million of the net buyers, TOP20 can directly touch less than 50 million, small and medium customers can directly touch the estimated less than 10 million; most of the nets to reach consumers through Taobao. Taobao is the vast majority of network operators rely on marketing positions.

Because this market is Taobao spot, so the current situation should be taken for granted. But there is still room for the future incremental market, and I believe that this triangle of consumer influence is likely to fall in the head. I believe in the power of the long tail.

A few days ago, the old Xing in the scarf said the future of the total number of independent customers must be greater than Taobao. I believe. But it depends on the time, maybe a 102 years, because consumers will never care you are that platform, he only know that he needs the best service, quality, price 、... To really make this industry work, all of our thinking must go back to the consumer to think about what they need.

3, four data

From the user process, E-commerce site with the user experience the most relevant data has four: Single UV marketing cost, order conversion rate "rate of payment"

"Marketing costs":

At present, most of the network operators are most concerned about the data ahead, every day to see how many PV, UV, IP, every day to find out how to get the more inexpensive PV, UV, IP. In this barbaric phase, it's normal, because no one is going to experience the best.

However, take a good look at the ledger: a year ago, each cost is about 4 cents, today has been 4 cents to 8 cents, more than 1 is also a great place; next year may have to double, we are not very far from two five days. All over the internet has been hung up with the advertising network, everyone knows we are suckers. The overall flow of the Internet growth trend is not fast market demand, and more and more of the land rich Man come in, marketing costs must be more and more expensive.

We are constantly turning over the investment in the cost of marketing. 900 of 1000 packages a day are for advertisers, and 100 employees have 90 who are working for advertisers, including you as CEO.

I think the trend will go on. Constantly entangled in "marketing costs", will only make marketing costs more and more expensive. Maybe we should distract ourselves.

PS, about marketing cost data, there is a reminder: in the focus on the source of traffic, if you find an ad point source too large, you can try to pause for a few days, observe the effect. If there is a significant decline in a moratorium, this situation is very bad and needs to be remedied as soon as possible.

"Order Conversion rate":

At present, the average order conversion rate in the whole e-commerce field is 3%. The highest conversion rate of the platform (specifically inconvenient to say); Most of the conversion rates are below 1%, and sometimes more than 1% when doing promotions; When you can get to the 3%,amazon at 4.5%.

The conversion rate of traditional shopping malls is generally 40% to 50%. Although there are reasons for the extreme flattening of the internet, I think such data should also make us feel ashamed collectively. At least he can explain, we spend money to do marketing, forget that we pull is not our customers, our site/service for us to pull people is not useful?

There are even a number of Web site 50% users lost before the page was completely loaded. Pulled a bunch of people to plug their own servers, let real customers endure the site congestion.

However, to improve the order conversion rate we need to dig down the data here. For example: The user's jump time, the page load time; Home, activity page, List page, product Details page jump out of proportion; the number of items to view. The second tier of data can help us find specific problems, digging deeper, the value of the data will be greater.

For example, we found that the loss of list page mainly on the third page, the second page, then the end of the second page, the third page of the head directly to recommend the relevant products, the effect will generally be good.

"Payment success rate":

At present, the success rate of independent business-to-consumer is generally less than 60% (advertising: Alipay balance and cartoon payment success rate is mostly above 80%, while net silver is below 55%).

Payment success rate problem, third party payment to bear some responsibility, the bank side of the problem more, the client can also be improved. According to our research, the main reasons why users do not pay are: no payment channels, change of willingness to pay, no confidence in the security of the transaction, payment channel (security and limit related issues), payment method is too difficult to use (in fact, this scold the most, the proportion is the smallest).

At the very least, the consumers can focus on a few data: the payment time of new and old users, the ratio of large and small success rate, the proportion of users trying to pay, the effect of promotion methods, etc.

"Turning heads":

Said earlier, "the future of retail e-commerce must be to spell the user influence." Now fall back to the data, in terms of the four data mentioned above, I think "return" will certainly become the "core competitiveness" of all e-commerce sites.

Although Taobao and the whole of the business state is different, but there are many laws must be worth reference and reference. Over the past two years, gradually withdrew from the stage of the history of Taobao big sellers, are basically the batch of low rate of retention, relying on low-cost and free flow. and live more and more good Taobao big sellers, are also those who are very high. At the beginning of 10, many large sellers have inventory, pressure is very large, warmer in the year, the owner of good sellers inventory has become an advantage, the poor seller to turn down the cost of inventory costs poison.

For example, some cosmetics sellers of 65%, some clothing sellers can also reach the rate of 50% or more, new products in the old users can buy even more than 65%. With such a repeat rate, marketing costs, conversion rates will also follow up, business did not do bad reasons.

Take Jingdong Mall, in fact, his marketing cost is not low, the order conversion rate is ugly, payment success rate is more ugly. But someone else's high, a marketing as a few times. Every guest is also very high (but with his crazy email marketing is also a big relationship).

(Some people ask: Jingdong Mall why High?) I answer: Jingdong Mall's High Liu is he should, is the part of the. In the brand has not so much influence degree is after, so high customer unit price to do down, transform the user is very hard, if the user does not look back, he will not live. His marketing must be blocked for many times. ）。

"Turning heads" should be the most important data that the Business-to-consumer should focus on, and the data must be dug deep. You can try as many as possible to help you keep your product behavior. I share a few small data points that might be helpful: collection conversion rates, opening rates for emails and text messages, user records, and the retention rate of habits.

Special suggestions that you must pay attention to "customer satisfaction", you can also pay attention to "user recommendation degree." Customer satisfaction is difficult to performance through the data, the proposed telephone return visit to do, recruit a few interns cost is not high this problem can be solved: "User recommendation" can be done with the method of questionnaires. Both of these data are useful for current customers, measuring customer experience and predicting "turning heads".

4, two summary recommendations

First, from now on, standing in the user's behavior of the point of view of the data. At the same time, record everything you do. Because, the data does not compare the thing which oneself is to look, the turn back can only be the smoke and mirrors, no value.

Second, only qualitative, sweeping, only quantitative, to mark the tape. not limited to quantitative data, qualitative data often can be of great use, and it is easier to help quickly find the cause.

Finally: It is recommended that all network business friends go back to settle accounts and see how much we have spent every year on each link. We spend a lot of money on advertising every year, but people come in and we don't keep him. Pull out the market budget of 1%, enough to improve the subsequent overall conversion rate of 100%.

Less to vote for a wronged advertising, save money to buy bandwidth, you can let half of the customers at least after opening the site and then leave; less to do a loss activities, save money Please two enthusiastic to do ease of use of the improvement of the people, the gains must be several times even dozens of times times.