Website Operation Data Analysis Terms Meaning

As a product manager, interactive designer, site operations and other positions, we often have to do some analysis of the site operating data, then these formulas are calculated, what does each term mean?

First, the site operating data analysis of the content indicators

Calculation formula: website conversion rate = the number of visits / total visits that have made the appropriate action

Website Conversion Rates Take Rates (Conversions Rates)

Indicator Significance: To measure the degree of attraction of the website content to the visitors and the promotion effect of the website

Indicator Usage: You can use different link names, subscriptions, ad placement, paid search links, paid advertising (PPC), etc. when you test news feeds, download links, or signup members in different places. How does that approach keep conversion rates up and how to increase the relevance of visitors to the site's content? If this value increases, the correlation increases, and vice versa.

Calculation formula: Recipient Ratio = Number of Returning Visitors / Number of Independent Visitors

Returning visitors ratio Repeat Visitor Share

Metric Usage: This metric can vary widely based on the duration of the visit and the period of time the report is generated. Most websites want visitors to return, so we hope this value will continue to improve. If this value declines, the content or quality of the website is not enhanced. It should be noted that once you have selected a duration and time period, you will use the same parameters to generate your report, otherwise it will lose its significance.

Indicator Significance: To measure the attractiveness of visitors to the content of the website and the usefulness of the website, whether your website has interesting content to make the visitor return to your website again.

Active Visitor Ratio Heavy User Share

Calculation formula: Aggressive user ratio = Number of users / total visits for more than N pages

Metric Significance: The measure of how many visitors are highly interested in the content of the site

Indicator Usage: According to the content and size of your website, to measure the size of N, such as the contents of the site is usually defined in 11 to 15 pages, if it is e-commerce sites can be defined in the 7 to 10 pages. If your site is targeted to the right target audience and the site is easy to use, you can see that this indicator should continue to rise.

Committed Visitor Ratio Committed Visitor Share

Calculation formula: Number of users with access time of N minutes or more / total number of users

Indicator Meaning: Same as the previous indicator, it only uses the time of stay instead of the number of pages to browse. Depending on the purpose of the website, you can use one of the two or a combination of the two.

Indicator usage: One of the N is also defined by the type and size of the site, such as large sites are usually located in about 20 minutes. This visitor metric, if used alone, is hard to quantify, and should be used in conjunction with data metrics operated by other websites, such as conversion rates, but overall, longer access times mean that users prefer to stay with your site, high The loyalty rate is of course better. Similarly, the duration of the visit can be set according to different needs.

Focused Visitor Index Committed Visitor Index

Calculation formula: Faithful Visitor Index = pages greater than N minutes / more than N minutes

Metric Means: It refers to the average number of pages visited by each long-time visitor. This is an important indicator that combines the number of pages and the time.

Indicator Usage: This index makes a finer distinction between the website through the page and the time, and maybe the visitor just leaves for dinner. If the index is low, that means longer visit times but lower page visits. Often, you want to see the index have a high value. If you change the site, add features and information to the site, and attract more loyal visitors to the site and browse the content, the index will rise.

Committed Visitor Volume

Calculation formula: Faithful Visitors = pages larger than N minutes / total pages visited

Indicator Significance: The pages visited by long-time visitors account for the total number of pages visited

Metric Usage: The site is usually attracted by the publicity and promotion to attract users, the significance of this indicator is particularly important, because it represents the overall page quality of the visit. If you have 10,000 page views but only 1% loyalty rate, this means that you may have attracted the wrong visitors, who have little value, and they just leave your page at a glance. This is what you should consider your promotion and promotion is not a problem.

Visitor participation index Visitor Engagement Index

Calculation formula: visitor participation index = total number of visitors / independent visitors

Indicator Significance: This indicator is the average session for each visitor, representing the trend of multiple visits by some of the visitors.

Indicator Usage: Different from the rate of returning visitors, this indicator represents the intensity of returning visitors. If there is a very correct target audience returning to the website continuously, the index will be much higher than 1. If there is no returning visitor, the index will approach 1, meaning every visitor has a new conversation. The level of this index depends on the site's goals, and most content and commercial websites want each visitor to have multiple sessions on a weekly / monthly basis; however, such as customer service, especially complaints The page or website expects this index to be as close as possible to 1.

Rebound Rate (all pages) Reject Rate / Bounce Rate

Calculation formula: rebound rate (all pages) = number of single page visits / total number of visits

Metric Significance: Represents the only page ratio visitors see

Significance of the indicator: This indicator is of great significance for the highest access to the page, because traffic is generated from these pages, then in the site planning and site planning, you need to structure the site navigation or layout design, especially to Notice this parameter. In the end, you hope this ratio will continue to decline.

Rebound Rate (Home) Reject Rate / Bounce Rate

Calculation formula: rebound rate (first page) = number of visits to the homepage only / number of visits from the homepage

Indicator Significance: This indicator represents the percentage of visitors who saw only the first page of all visitors starting on the first page

Significance of the indicator: This indicator is the most important of all content indicators. Usually we think the home page is the highest entry page (of course, if your site has other higher entry pages, you should also add it to the tracking target In the promotion of advertising, etc.). For any one site, we can imagine that if the visitors on the home page or the most common access page is swept past, indicating that the site planning problems in some ways. If the target market is correct, it means that the visitor can not find what he wants, or there is a problem with the design of the website (including page layout, speed of internet, linked text, etc.); if the website design is viable Used, the contents of the site can be easily found, then the problem may be in the quality of the visitors, that is, market issues.

Browse user ratio Scanning Visitor Share

Calculation formula: browsing user rate = number of visitors less than 1 minute / total number of visits

Significance of the indicator: This indicator measures the degree of attraction of the webpage to some extent.

Indicator Usage: Most websites want visitors to stay longer than a minute. If the value of this indicator is too high, then consider whether the content of the page is too simple or not, and whether the navigation menu needs to be improved.

View User Index Scanning Visitor Index

Calculation formula: browsing user index = less than 1 minute of page views / less than 1 minute of visitors

Means of the indicator: the average number of visitor visits in one minute

Indicator Usage: This index is also close to 1, indicating that visitors are less interested in the website, they just left a glance. This may be a navigation issue. If you have made significant improvements to the navigation system, you should see that the index is on the rise. If the index goes down, it should be the target market for the site and its usage features. You should start with this. Using a combination of browsing rate and browsing user index, you can see whether users are browsing or browsing through useful information.

Browse Users Scanning Visitor Volume

Calculation formula: Browse users = browse pages less than 1 minute / all pages viewed

Metric Meaning: The number of pages visited in less than a minute

Indicators usage: According to the different goals of the website, the level of this indicator has different requirements, most of the sites hope that this indicator lower. In the case of ad-driven websites, a too high a metric is not good for long-term goals, because it means that although you attract a lot of visitors to your ad and generate a high number of pages, the quality of the visitors Not high, can bring the benefits will also be affected.

Second, the site operating data analysis of business indicators

Average Order Amount (AOA)

Calculation formula: Average Order = total sales / total orders

Indicator meaning: used to measure the status of website sales is good or bad

Indicator Usage: Of course, it is important to convert a visitor to a site to a buyer, and it is equally important to motivate buyers to buy more on each visit. Tracking this indicator can find better ways to improve it.

Conversion Rate (CR)

Calculation formula: Order Conversion Rate = Total Order Quantity / Total Traffic

Metric Significance: This is a more important metric to measure the site's sales to each visitor

Use of indicators: Through this indicator you can see that even minor changes may bring huge changes to the website's revenue. If you can also differentiate between new and old visitors' orders, you can refine this metric to separate the statistics for new and old customers.

Sales Per Visit (SPV) Per Visitor

Formula: Visitor Sales = Total Sales / Total Visits

Significance of the indicator: This indicator is also used to measure the market efficiency of the website

Use of indicators: This indicator is similar to the conversion rate, but different forms of performance.

Single Order Cost Cost per Order (CPO)

Calculation Formula: Single Order Cost = Total Marketing Expenses / Total Order Quantity

Indicator Significance: To measure the average ordering cost

Indicator Usage: The marketing cost per order is crucial to the profitability and cash flow of the website. Marketing Costs Everyone has different standards. Some spend the entire year's operating expenses on the site in monthly costs, while others do not, and the key depends on which one works best for you. If you can increase conversions without increasing marketing costs, the metric should decline.

Repeat Order Rate (ROR)

Calculation Formula: Reorder Rate = Existing Customer Orders / Total Orders

Indicator meaning: Used to measure the attractiveness of the website to customers

Index usage: The level of this indicator and customer service have a great relationship, only the satisfaction of the user product experience and services to improve this indicator.

Cost per visitor Cost Per Visit (CPV)

Calculation formula: Individual visitor cost = marketing expense / total number of visits

Metric Significance: Used to measure the traffic cost of websites

Use of indicators: This indicator measures your market efficiency, the goal is to reduce this indicator and increase the SPV, in order to reduce ineffective marketing costs and increase effective market input.

Order Acquisition Gap (OAG)

Calculation formula: Order acquisition difference = single visitor cost (CPV) - single order cost (CPO)

Metric Significance: This is a measure of market efficiency, representing the difference between visitors and converted visitors to the site

Indicator Usage: The value of the indicator should be a negative value, which is a measure of the cost of obtaining a customer from non-visitors. There are two ways to reduce this difference. As you increase your website's sales ability, the CPO goes down and the difference narrows. This means that the website's ability to convert existing traffic has been strengthened; similarly, the CPV may increase while the CPO Keeping it the same or decreasing will narrow the gap, indicating that the traffic it attracts on the site will all have a high conversion rate, a situation that typically occurs when PPC is enabled.

Order Acquisition Ratio (OAR)

Calculation Formula: Order Acquisition Rate = Single Order Cost (CPO) / Single Visitor Cost (CPV)

Indicator Significance: In another form to reflect the market efficiency

Metric Usage: It is often easy to understand by management in the form of ratios, especially financial officers.

Contribution per Order (CON)

Calculation formula: Each output = (average order number X average marginal revenue) - cost per order

Significance of the indicator: The net value of cash added to your order

Indicator Usage: The company's chief financial officer is always interested in this indicator and represents how much money you have spent to earn.

Return on Investment (ROI)

Calculation formula: ROI = per output (CON) / cost per order (CPO)

Metric Significance: A measure of the return on your advertising investment

Indicator Usage: Compare the return on your ad, you should allocate the money to the ad with the highest rate of return, but this rate of return should be limited to time periods such as 25% RIO per week and 25% RIO / Annual "is very different