The core data analysis model of the business website

It's the end of the year, and it's time to summarize. What should the Business-to-consumer summarize? Profit?? Gross profit?? Cost?? Empty words must be very pale, very amateur. Data, speak with data.

According to the business characteristics of the operator, the author establishes the data model of the whole enterprise operation system, and the technical department has started to connect the backstage of the mall and implement the data analysis backstage of our web Edition.

Next year our operation department, will gradually realize the operation data, take the data as the guiding ideology, discovers the problem, solves the problem, gradually makes our operation work steady one step after another.

First item: daily data (Basis)

1. Flow Related data:

1.1 IP

1.2 PV

1.3 Online Time

1.4 Bounce Rate

1.5 Percentage of new users

2. Order-related data:

2.1 Total Orders

2.2 Valid Orders

2.3 Order Efficiency

2.4 Total Sales

2.5 Customer price

2.6 Gross Profit

2.7 Gross Profit margin

3. Conversion rate Related data:

3.1 Single conversion rate

3.2 Payment conversion rate.

Brief description:

1. Because we have implemented the basic Web version of the Data analysis system (some companies use invoicing software), so the regular sales, profits, profit margins, can be achieved through the system.

2. Because directly with the store backstage docking, inventory management has been done in the analysis of data, the background of the original data have, set the formula, the desired results are out, so that the implementation of more efficient than the software, and can be flexible according to the needs of their own development.

3. Because the user will appear today orders, tomorrow payment, so the order has efficiency, sales, conversion rate, customer unit price will be dynamic changes, rely on Excel is not to do, so flexible docking system is very important, if not, you can also refer to this aspect of the needs to develop.

Second: Weekly data analysis (CORE)

User orders and payments are not necessarily done on the same day, but the data for the week is relatively accurate, so we use the weekly data as the reference object of comparison, the main purpose is, compared to last week and last week, the difference between the data, the operation did some work, the product made some adjustment, the corresponding data will have a certain change, If there is no improvement, there is a problem with the method or the problem with it.

1. Site usage: IP, PV, average number of pages, online time, bounce rate, return visit ratio, access depth ratio, access time ratio.

This is the most basic, each data increase is not easy, which means to constantly improve the details of every discovery problem, and constantly improve the shopping experience. To illustrate important data indicators:

1.1 Bounce Rate: High jump rate is not a good thing, but the problem is where to jump out of the key. My experience, in some promotional activities or the launch of large media ads, the bounce rate will be very high, jumping out of the high rate may mean that the crowd is not accurate, or the advertising appeal and access to the content of a huge difference, or its own access page has problems. The normal bounce rate I note in the login, registration, order flow 1-3 steps, User Center and other basic pages, if the jump rate is higher than 20%, I think there are a lot of problems, also according to jump rate to improve the shopping process and user experience.

1.2 Return rate = 2 visits per week/total visitor, means that the site's attractiveness, as well as loyalty, if the flow in a stable situation, this data is relatively high some will be relatively high, too high to show that the development of new users too little, too low to explain the user's loyalty is too bad, the rate of repurchase is not high.

1.3 Access depth ratio = access to more than 11 pages of users/total number of visits, access time ratio = access time in more than 10 minutes of users/Total users, these two indicators represent the attractiveness of the site content, the higher the data ratio the better.

2. Operating data: Total orders, effective orders, order efficiency, total sales, customer unit price, gross profit, gross margin, the next single conversion rate, payment conversion rate, return rate;

Daily data Summary, the weekly data must be stable, mainly than for last week's data, focus on guiding the operation of the internal work, such as product guidance, pricing strategy, promotional strategy, package and mailing strategy.

2.1 Compared to the data, why is the number of orders reduced? But sales have increased? Is that a good thing?

2.2 Comparison data, why is the customer unit price increased? But are margins down? Is that a good thing?

2.3 Comparison data, can you do: sales growth, profit margins, increase in order number? It's not impossible.

All the questions, in the operational data, can find the answer.

Third: User analysis

1. Member Analysis: New member registration, new member shopping ratio, total number of members, all member shopping ratio;

General analysis of member shopping status, the focus is on how many new members this week, the new member shopping ratio is higher than the overall level. If you have a high percentage of registered members, it is a good way to increase sales by directing new members to register.

1.1 Member Repurchase rate: 1 times shopping proportion, 2 times shopping proportion, 3 times shopping proportion, 4 times shopping proportion, 5 times shopping proportion, 6 times shopping proportion;

1.2 Conversion rate is the embodiment of the shopping process, user experience whether there is good, can be called Wei Gong, the repurchase rate reflects the overall competitiveness of the whole, is absolutely internal strength, which includes visibility, Word-of-mouth, customer service, packaging, invoices and so on every detail, good corporate repurchase rate can do 90%, There is absolutely no future for the consumer without the repurchase rate, so it also helps to understand why many consumers are willing to spend a lot of money on portal advertising, in order to get the user's first purchase, and thus get a long-term repeat purchase. But some of the consumers do not do the shopping experience, spend a lot of money to hit the ads, this is purely the act of burning.

So I think the core of operation, on the one hand, is to do Wei Gong, improve conversion rate, to obtain consumers the first purchase behavior, on the other hand is to do internal strength, improve the repurchase rate, the consumer is at the same time to buy. So it's not easy to do every subject well, but it's all about the details that have laid the foundation for the development of the Business-to-consumer.

China's consumer is fortunate, because Chinese consumers are tolerant, you cheat me once, I may also forgive you, to tell the truth to the consumer to choose the space is not so much, but with the new rise of the growth of the business, attention and investment in services, I believe that the future will be a service industry, not porters.

Fourth: Flow source analysis

We use the Google Analytics, statistical data more detailed, flow source analysis I think the most important significance is:

1. Monitor the conversion rate of each channel, this is the core of operation, for different channels to do effective marketing, IP represents the strength, conversion rate represents the effect;

2. Explore effective media, conversion rate of data let us very clear what kind of channel transformation effect is good, then, and so on, the same marketing methods, used in similar channels, the effect of less, BD or advertising can go to develop similar channels of cooperation, replication of successful experience.

Flow analysis is for the operation and promotion of the direction of the department, in addition to focus on conversion rate, as well as browsing pages, online time, are evaluation channel value indicators.

Fifth: Content analysis

Two main indicators: Exit rate and hot content

1. Exit rate is a good doctor, very suitable for the customer to check the body, where the exit rate is high, the basic will indicate some problems, focus on login, registration, shopping cart, User Center, these are the most basic, but also the most critical. Generally I will list the TOP20 exit rate page, then the operations department will focus on why, and then to improve, but we do a very rough this year, did not very good, the next year to improve the focus.

2. Hot content This part is used to guide the operation of the work, consumers pay attention to what, what products, classification, brand click the highest, these data in the new operation to do the focus of guidance, recommend consumers the most concerned about the brand, promotion of the most concerned about the goods and so on.

Item Sixth: Commodity Sales Analysis

This part is the internal data, according to the weekly, monthly sales details, to understand the business situation, to make a future sales trend of judgment, this part of the data model is still in the planning, each family situation is different, so here is not to explain.

Source: Network