To achieve refined operation, data is an essential link. E-commerce websites need at least five key indicators to improve operational efficiency: active users, conversion rate, retention, repurchase and GMV.
1) The number of active users is a basic indicator with three levels: DAU (daily active users), WAU (weekly active users) and MAU (monthly active users);
2) The conversion rate is a very important indicator, and e-commerce operations need to pay attention to the conversion rate of the main path, the secondary path and even the fine SKU of each category;
3) retention should be studied from different time periods, including the retention rate on the second day and the retention on the third, seventh and thirtieth days;
4) Repurchase should be viewed from three angles: the number of users, the rate of repurchase and the ratio of repurchase amount;
5)GMV is the most important indicator, and our operation is ultimately centered around this. GMV=UV* conversion rate * customer unit price.
Second, commodity operation: flow optimization and category optimization
One of the characteristics of the e-commerce industry mentioned above is that there are many categories or SKUs of goods, so how to operate so many goods? This is the homepage interface of three e-commerce apps (the layout of each Web terminal is similar): the first two are JD.COM and Gome, which belong to platform-based e-commerce; The third is the fresh fruit platform, which belongs to vertical e-commerce. It is not difficult to find that the products of e-commerce are very similar in design. The banner of the carousel is presented on the home page, and the activity area is below.
In the commodity operation, especially the home page commodity update speed is fast, we should pay special attention to the transformation, and even be accurate to the transformation rate of different commodities in different time periods and different places. Then according to the conversion rate, combined with business experience, constantly adjust the operation strategy. However, at present, even large e-commerce websites have not done this well, and there is still a certain gap in the analysis of SKU conversion rate of various commodity categories. Commodity operation has a great advantage: less investment, quick effect and obvious effect. The essence of commodity operation is to improve our conversion rate and GMV by analyzing different pits, different activities and different commodities.
Third, real-time analysis function.
There are many categories of goods on the e-commerce website, each category must have a clear positioning, and different categories with different positioning must have different operating strategies. According to the profit rate and conversion rate of commodity categories, we divide commodity categories into four categories: diversion category, high-profit category, high-conversion category and future star category.
1) diversion category: the profit is very low, but the purchase volume is large, the market demand is large, and there is diversion purpose.
2) High-profit category: The profit margin is high, and users are expected to buy more of this kind of goods.
3) High conversion class: quantity.
4) Future Stars: This is the potential stock of the e-commerce platform. Although the exposure rate is very low, the conversion rate is extremely high.
Fourth, how to operate users?
As mentioned at the beginning, as the growth rate of Internet users slows down, the user experience becomes more and more important. Previously aimless SMS push and APP notification may make users bored and destroy the user experience. It may even cause users to unsubscribe and uninstall.
In the case of refined operation, we should do a good job of user operation mainly from two angles: first, find the key points of user retention; The second is to adopt differentiated operation strategies, distinguish different user groups and adopt differentiated operation methods for different groups.
Fifth, optimize the conversion efficiency of products.
At present, the design of e-commerce products is generally mature and the interface layout is similar. We mainly optimize our products according to the user's usage. Our thinking is mainly: optimize the product conversion rate of different paths, attach importance to the management of user comments, optimize products, and start with transformation.
There may be many ways to transform the purchase behavior:
1) Home Page-Commodities-Order Conversion
2) Home Page-Commodity List-Details Page-Order Conversion
3) Home-Search-Commodity List-Details Page-Order Conversion
4) Home Page-Single Pit Banner-Activity Page-Details Page-Order Conversion