Many e-commerce operators are not separated from UV and PV. These two indicators are important, but they spend all their energy here. Some only scratch the surface.
With the advancement of the refined operation of e-commerce, more and more in-depth operational indicators appear to be particularly important. Rebound rate, browsing user ratio, visitor participation index, etc., these terms are included in your daily operation reference index system ?
This chart starts from the two dimensions of "commercial" and "content" to sort out the key indicators in website operation for you.
1. Content indicators for website operation data analysis
Website conversion rates Take Rates (Conversions Rates)
Calculation formula: website conversion rate = visits with corresponding actions/total visits
Significance of the indicator: To measure the attractiveness of the website content to visitors and the promotion effect of the website.
Indicator usage: When you test news subscriptions, download links or register members in different places, you can use different link names, subscription methods, advertising placement, paid search links, paid advertising (PPC), etc., take a look Which way is to keep the conversion rate rising? How to enhance the relevance between visitors and the content of the website? If this value rises, the relevance has increased, otherwise, it is weakened.
Returning ratio Repeat Visitor Share
Calculation formula: ratio of returning visitors = number of returning visitors/number of independent visitors
Indicator significance: Measure the attractiveness of website content to visitors and the usefulness of the website, whether your website has interesting content to make visitors return to your website again.
Indicator usage: This indicator may be very different based on the setting of the access duration and the time period when the report is generated. The vast majority of websites hope that visitors will return, and therefore hope that this value will continue to increase. If this value is declining, it means that the content of the website or the quality of the product has not been enhanced. It should be noted that once you select a duration and time period, you must use the same parameters to generate your report, otherwise it will lose the meaning of comparison.
Visitors positive ratio Heavy User Share
Calculation formula: Active user ratio = users who visit more than N pages/total number of visits
Indicator significance: Measure how many visitors are highly interested in the content of the website.
Indicator usage: Measure the size of N according to the content and size of your website. For example, content websites are usually defined at about 11 to 15 pages, and for e-commerce websites, they can be defined at about 7 to 10. If your website is aimed at the right target audience and the website is easy to use, you can see that this indicator should continue to rise.
Faithful visitors ratio Committed Visitor Share
Calculation formula: the number of users whose access time is more than N minutes/total number of users
Indicator meaning: It has the same meaning as the previous indicator, except that the dwell time is used instead of the number of pages viewed. Depending on the goal of the website, you can use one or a combination of the two.
Indicator usage: N is also defined by the type and size of the website. For example, a large website is usually positioned at about 20 minutes. If this visitor indicator is used alone, it is difficult to reflect its effectiveness. It should be used in conjunction with other website operating data indicators, such as conversion rate. In general, a longer visit time means that users like to stay on your website. Of course, the loyal visit rate is better. Similarly, the duration of the visit can also be set according to different needs.
Faithful Visitors index Committed Visitor Index
Calculation formula: loyal visitor index = number of pages visited in more than N minutes/number of visitors in more than N minutes
Indicator meaning: refers to the average number of pages visited by each long-term visitor. This is an important indicator that combines the number of pages and time.
Index usage: This index makes a finer distinction between the website by page and time. Perhaps the visitor just left for dinner. If this index is low, it means that there are longer visit times but lower visit pages. Usually you want to see a higher value for this index. If you modify the website, increase its functions and information, and attract more loyal visitors to stay on the website and browse the content, this index will rise.
Faithful Visitors amount Committed Visitor Volume
Calculation formula: the number of loyal visitors = the number of pages visited in more than N minutes / the total number of pages visited
Indicator meaning: The number of pages visited by long-term visitors accounts for the total number of pages visited.
Indicator usage: Websites usually rely on publicity and promotion to attract users. The significance of this indicator is particularly important because it represents the overall quality of page visits. If you have 10,000 visited pages but only have a 1% loyal visitor rate, this means that you may have attracted the wrong visitors. These visitors have no value, and they just look at your page and leave. This is why you should consider whether there are any problems with your promotion and publicity methods.
Visitor engagement index Visitor Engagement Index
Calculation formula: visitor participation index = total number of visits/number of unique visitors
Indicator meaning: This indicator is the average session of each visitor, which represents the trend of multiple visits by some visitors.
Indicator usage: Unlike the ratio of returning visitors, this indicator represents the intensity of returning visitors. If a very correct target audience keeps returning to the website, this index will be much higher than 1; if there are no returning visitors, the index will approach 1. It means that every visitor has a new session. The level of this index depends on the goal of the website. Most content-based and commercial websites expect each visitor to have multiple sessions per week/month; but for example, customer service, especially complaints, etc. The page or website hopes that this index is as close to 1 as possible.
Reject Rate/Bounce Rate (all pages)
Calculation formula: Rebound rate (all pages) = single page visits/total visits
Indicator meaning: It represents the ratio of the only page that visitors see.
Indicator usage: This indicator is very important for the highest entry page, because the traffic is generated from these pages, so when you are planning and planning the website, you need to structure the navigation or layout design of the website, especially Take note of this parameter. In short, you want this ratio to keep dropping.
Rebound Rate (Home) Reject Rate/Bounce Rate
Calculation formula: Rebound rate (homepage) = the number of visits only to the homepage/all the visits starting from the homepage
Significance of the indicator: This indicator represents the ratio of visitors who only saw the homepage among all the visitors starting from the homepage.
Indicator usage: This indicator is the most important of all content-based indicators. Usually we think that the homepage is the highest entry page (of course, if your website has other higher entry pages, then it should also be added to the tracking target Medium, such as promotional advertising, etc.). For any website, we can imagine that if visitors pass by the homepage or the most common entry page, it means that there is a problem with the website planning. If the target market is correct, it means that the visitor cannot find what he wants, or there is a problem with the design of the webpage (including page layout, network speed, link text, etc.); if the website design is feasible and easy Yes, the content of the website can be easily found, so the problem may be the quality of the visitor, that is, the market problem.
View user ratio Scanning Visitor Share
Calculation formula: browsing user ratio = number of visitors less than 1 minute/total number of visits
Indicator significance: This indicator measures the attractiveness of a web page to a certain extent.
Indicator usage: Most websites expect visitors to stay for more than one minute. If the value of this indicator is too high, then you should consider whether the content of the web page is too simple and whether the navigation menu of the website needs improvement.
Users browsing index Scanning Visitor Index
Calculation formula: browse user index = number of pages visited in less than 1 minute/number of visitors in less than 1 minute
Indicator meaning: The average number of pages visited by visitors in one minute.
Indicator usage: This index is also close to 1, indicating that the less interesting the visitor is to the website, they will leave after just a glance. This may be a navigation problem. If you make significant improvements to the navigation system, you should be able to see that the index is rising; if the index is still falling, there should be a problem with the website's target market and usage functions and should be resolved. Combining the browsing user ratio and browsing user index, you can see whether the user is browsing useful information or leaving it bored.
Browse subscribers Scanning Visitor Volume
Calculation formula: Number of users browsed = less than 1 minute browsed pages/all browsed pages
Indicator significance: The ratio of the number of pages visited within one minute.
Indicator usage: According to the different goals of the website, the level of this indicator has different requirements, and most websites hope that this indicator will be lowered. If it is an advertising-driven website, this indicator is too high for the long-term goal, because it means that although you attract many visitors through advertising and generate a high number of pages, the quality of the visitors is If it is not high, the benefits it can bring will also be affected.
2. Business indicators for website operation data analysis
The average order amount Average Order Amount (AOA)
Calculation formula: average order amount = total sales/total number of orders
Indicator meaning: used to measure the quality of website sales.
Indicator usage: It is of course important to convert website visitors into buyers, and it is also important to encourage buyers to buy more products with each visit. Tracking this indicator can find better ways to improve.
Order conversion rate Conversion Rate (CR)
Calculation formula: order conversion rate = total number of orders / total number of visits
Significance of the indicator: This is a relatively important indicator that measures the website’s sales to each visitor.
Indicator usage: Through this indicator you can see that even small changes may bring huge changes to the website’s revenue. If you can also distinguish the orders generated by new and old visitors, then you can refine this indicator and make separate statistics for new and old customers.
Each visitor to sales Sales Per Visit (SPV)
Calculation formula: sales per visitor = total sales / total visits
Indicator meaning: This indicator is also used to measure the market efficiency of the website.
Indicator usage: This indicator is similar to the conversion rate, but in a different form.
Single orders cost Cost per Order (CPO)
Calculation formula: single order cost = total marketing expenses/total number of orders
Indicator meaning: Measure the average order cost.
Indicator usage: The marketing cost of each order is critical to the profitability and cash flow of the website. Everyone has different standards for the calculation of marketing costs. Some spread the entire year's website operating expenses into the monthly cost, while some don't. The key depends on the situation that suits them best. If the conversion rate can be increased without increasing marketing costs, this indicator should decline.
Reorder rate 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.
Indicator usage: The level of this indicator has a lot to do with customer service. Only satisfactory user product experience and service can improve this indicator.
Visitors single cost Cost Per Visit (CPV)
Calculation formula: single visitor cost = marketing expenses/total number of visits
Indicator meaning: used to measure the cost of website traffic.
Indicator usage: This indicator measures your market efficiency. The goal is to reduce this indicator and increase SPV. To this end, it is necessary to reduce ineffective marketing expenses and increase effective market input.
Order Capture difference Order Acquisition Gap (OAG)
Calculation formula: Order acquisition difference = cost per visitor (CPV)-cost per order (CPO)
Indicator meaning: This is an indicator to measure market efficiency, representing the difference between the visitors brought by the website and the visitors who converted.
Indicator usage: The value of the indicator should be a negative value, which is a measure of the cost of acquiring customers from non-visitors. There are two ways to reduce this difference. When you increase the sales capacity of your website, CPO will decrease, and this difference will shrink, indicating that the website’s ability to convert existing traffic has been strengthened; similarly, CPV may increase and CPO If it stays the same or decreases, the difference will also shrink, indicating that the traffic attracted by the website has a higher conversion rate. This situation usually occurs when the PPC (pay per click) plan is enabled.
Order Capture rate Order Acquisition Ratio (OAR)
Calculation formula: order acquisition rate = cost per order (CPO)/cost per visitor (CPV)
Indicator meaning: use another form to reflect market efficiency.
Indicator usage: It is often easier to understand in the form of ratios for management, especially financial personnel.
Output per Contribution per Order (CON)
Calculation formula: each output = (average number of orders X average marginal revenue)-cost per order
Indicator meaning: The cash that each order brings to you increases the net value.
Indicator usage: The financial director of the company is always interested in this indicator, which represents how much money you spend to make money.
ROI Return on Investment (ROI)
Calculation formula: Return on investment = per output (CON) / cost per order (CPO)
Indicator significance: Used to measure the return on investment of your advertising.
Indicator usage: Compare the rate of return of your ads. You should allocate money to the ads with the highest rate of return, but this rate of return should be limited by time period, such as "25% RIO/week" and "25% RIO/ "Every year" is very different.