分析報(bào)告海爾日日順

Part1-全站流量表現(xiàn)如何？Part2-哪些省份和城市喜歡海爾？Part3-媒體表現(xiàn)如何？Part4-用戶關(guān)注哪些產(chǎn)品？Part5-1月活動效果如何？目錄Part1-全站流量表現(xiàn)如何？全站流量表現(xiàn)如何？訪問量PVUV平均停留時(shí)間跳出率平均頁面訪問數(shù)訂單量總價(jià)值購買轉(zhuǎn)化率1月22,719,38150,638,28116,759,2090:03:0054.23%2.2356,7081,011,236,6970.04%12月18,255,06139,655,81013,475,2750:02:5855.05%2.1772,326867,885,9500.07%1月網(wǎng)站訪問量上升主要來自1169pinpai、DSP、baidu、behe、CPS與去年12月相比，今年1月網(wǎng)站PV上升27.69%，UV上升24.37%；訂單量下降21.59%，總價(jià)值上升16.52%，購買轉(zhuǎn)化率下降42.84%。總價(jià)值提升的原因會員zhangyizz0802在1月份有36個(gè)訂單，占總訂單量的0.06%，但訂單價(jià)值85199928，占總價(jià)值的8.43%。部分會員刷單造成1月份總價(jià)值提升。會員號總訂單量訂單占比總購買產(chǎn)品量總價(jià)值銷售占比zhangyizz0802360.06%34,601￥85,199,9288.43%1月總計(jì)56,708-

688,493￥1,011,236,697-

回訪用戶表現(xiàn)11月12月1月1月網(wǎng)站老訪客的占比與12月份基本持平，但訪問量、PV、跳出率平均頁面訪問數(shù)、注冊成功數(shù)、總價(jià)值都有提升；1月老訪客主要通過推介來源、付費(fèi)搜索、直接訪問帶來的訂單量最多。是否新訪問者訪問量綜合瀏覽量平均停留時(shí)間跳出率平均頁面訪問數(shù)注冊成功完成數(shù)注冊成功轉(zhuǎn)化率總訂單量總價(jià)值購買轉(zhuǎn)化率是24.61%26.04%9.28%-0.03%1.05%53.00%22.22%-39.17%-7.25%-50.00%否24.12%30.22%-3.62%-5.78%5.05%26.09%0.00%-16.63%25.26%-30.77%設(shè)備分布設(shè)備類型訪問量綜合瀏覽量平均停留時(shí)間跳出率平均頁面訪問數(shù)注冊成功完成數(shù)注冊成功轉(zhuǎn)化率總訂單量總價(jià)值購買轉(zhuǎn)化率PC21,938,75648,918,4110:03:0054.01%2.2358,3530.27%56,3671,009,619,0720.04%Phone554,7031,314,9030:03:3154.94%2.373870.07%2901,380,2610.02%Pad225,922404,9670:01:5774.13%1.79920.04%51237,3630.01%設(shè)備類型1月12月變化幅度1月12月變化幅度1月12月變化幅度訪問量注冊成功完成數(shù)總訂單量PC21,938,75617,395,28426.12%58,35339,07949.32%56,36772,099-21.82%Phone554,703596,707-7.04%38723862.61%29016476.83%Pad225,922263,070-14.12%9238142.11%5163-19.05%1月12月與1月對比1月設(shè)備類型分布中，訪問量、注冊成功數(shù)及訂單均主要集中在PC端，且PC端的注冊成功轉(zhuǎn)化率及購買轉(zhuǎn)化率均最高；Part2-哪些省份和城市喜歡海爾？流量從哪里來-省份省份TOP20訪問量訪問占比綜合瀏覽量平均停留時(shí)間跳出率平均頁面訪問數(shù)注冊成功完成數(shù)注冊成功轉(zhuǎn)化率總訂單量總價(jià)值購買轉(zhuǎn)化率廣東2,970,56613.08%7,341,5880:03:1245.14%2.472,1690.07%1,2568,031,9730.01%江蘇1,495,5456.58%3,262,5420:03:0359.33%2.183,9710.27%1,1958,569,9490.02%山東1,416,5986.24%3,604,2850:03:1557.64%2.546,8240.48%30,681682,546,6340.26%河南1,349,7625.94%3,403,7830:03:3547.90%2.522,4650.18%1,60661,296,2070.03%北京1,328,2455.85%3,119,0340:03:0346.36%2.353,6190.27%1,08511,822,0600.02%湖南1,262,3005.56%2,470,2210:03:0065.17%1.963,3110.26%1,49912,432,8630.02%浙江1,179,4315.19%2,757,8030:03:0949.28%2.341,1910.10%1,54919,029,3280.03%福建970,4494.27%2,374,1460:03:2446.09%2.451,1620.12%8029,209,7820.02%河北961,8664.23%2,194,8720:02:5549.21%2.282,4870.26%1,77413,091,4040.03%湖北861,8273.79%1,693,0790:03:0164.22%1.961,9140.22%5844,944,8520.03%四川649,9262.86%1,479,1450:03:0453.25%2.288370.13%2,22218,570,4620.09%江西610,9182.69%1,358,1350:02:4153.72%2.226700.11%4544,647,2240.02%上海597,0882.63%1,426,2710:02:5649.89%2.394360.07%3,52848,515,6130.15%遼寧574,7152.53%1,209,0600:03:5557.79%2.12,4310.42%7125,429,7690.02%廣西528,8012.33%1,240,2850:03:4950.93%2.357600.14%9639,735,8460.03%貴州439,2761.93%835,6520:06:3561.05%1.95730.13%4802,526,5220.03%天津433,4461.91%767,5220:03:0367.09%1.777380.17%1471,020,3290.02%臺灣401,0571.77%844,9420:01:1353.34%2.1100.00%000.00%安徽399,2971.76%930,6510:02:5748.27%2.335,2741.32%8177,466,0110.08%黑龍江343,0671.51%716,7560:02:4253.24%2.097,2142.10%3382,399,9750.02%1月省份分布中，TOP20省份流量占82.64%，TOP3省份分別為廣東、江蘇、山東；KPI轉(zhuǎn)化表現(xiàn)：注冊轉(zhuǎn)化率TOP3：黑龍江、安徽、山東；購買轉(zhuǎn)化率TOP3：山東、上海、四川；山東表現(xiàn)較好，臺灣表現(xiàn)最差。流量從哪里來-省份（對比）省份TOP201月訪問量12月訪問量訪問量變化幅度排名差注冊完成數(shù)變化幅度訂單量變化幅度廣東2,970,5662,395,52824.00%045.08%104.89%江蘇1,495,5451,294,81515.50%040.67%-9.19%山東1,416,5981,131,94625.15%137.94%-25.42%河南1,349,762845,66459.61%419.78%-43.05%北京1,328,245965,67337.55%1308.93%-39.79%湖南1,262,300993,29827.08%-10.36%5.19%浙江1,179,4311,157,4521.90%-417.92%-34.61%福建970,449847,91614.45%-1154.27%-13.20%河北961,866689,79039.44%1104.35%-6.68%湖北861,827771,07611.77%-1268.08%-62.92%四川649,926522,61024.36%236.54%-28.78%江西610,918567,6577.62%0-25.06%-28.39%上海597,088636,130-6.14%-250.34%38.14%遼寧574,715418,25737.41%0177.83%-31.54%廣西528,801409,35729.18%0-25.64%23.94%貴州439,276312,92040.38%2-22.46%-45.64%天津433,446309,46240.06%2226.55%-72.47%臺灣401,057352,81413.67%-2--安徽399,297325,56422.65%-232.41%-23.43%黑龍江343,067259,30432.30%087.23%-25.88%與12月相比，TOP20省份流量，僅上海有少量下降，其他省份均有不同幅度提升；12-1月，TOP20省份排名變化幅度較小，只有河南和浙江調(diào)整了4名，其他基本保持在2名以內(nèi)，省份的流量占比比較穩(wěn)定；1月注冊完成數(shù)上升幅度較大：北京、湖北、天津；1月天津、湖北和貴州三個(gè)省份訂單量有較大幅度下降，廣東訂單量大幅上升。流量從哪里來-省份（廣東）廣東訂單量大幅上升主要來自非付費(fèi)中的直接訪問和推介來源，主要來自海爾HRO7503-5、緹歐家具等；3個(gè)訪問產(chǎn)生95個(gè)訂單，較為異常。新注冊會員從哪里來-省份注冊成功TOP20訪問量訪問量占比注冊成功完成數(shù)注冊成功占比注冊成功轉(zhuǎn)化率黑龍江343,0671.51%

7,21412.26%2.10%山東1,416,5986.24%

6,82411.60%0.48%安徽399,2971.76%

5,2748.96%1.32%江蘇1,495,5456.58%

3,9716.75%0.27%北京1,328,2455.85%

3,6196.15%0.27%吉林290,9811.28%

3,3575.71%1.15%湖南1,262,3005.56%

3,3115.63%0.26%河北961,8664.23%

2,4874.23%0.26%河南1,349,7625.94%

2,4654.19%0.18%遼寧574,7152.53%

2,4314.13%0.42%重慶228,4071.01%

2,3954.07%1.05%廣東2,970,56613.08%

2,1693.69%0.07%湖北861,8273.79%

1,9143.25%0.22%陜西243,0901.07%

1,7592.99%0.72%浙江1,179,4315.19%

1,1912.02%0.10%福建970,4494.27%

1,1621.98%0.12%山西285,7251.26%

1,1311.92%0.40%四川649,9262.86%

8371.42%0.13%廣西528,8012.33%

7601.29%0.14%天津433,4461.91%

7381.25%0.17%注冊成功數(shù)TOP3省份：黑龍江、山東、安徽，其中黑龍江、安徽注冊轉(zhuǎn)化率表現(xiàn)較好，山東轉(zhuǎn)化率表現(xiàn)稍低,；注冊成功數(shù)TOP20省份中，廣東和浙江轉(zhuǎn)化率表現(xiàn)較低。山東流量來源誰買了海爾產(chǎn)品-省份訂單量TOP20省份訪問量訪問量占比總訂單量訂單量占比總價(jià)值購買轉(zhuǎn)化率山東1,416,5986.24%30,68154.10%682,546,6340.26%上海597,0882.63%3,5286.22%48,515,6130.15%四川649,9262.86%2,2223.92%18,570,4620.09%河北961,8664.23%1,7743.13%13,091,4040.03%河南1,349,7625.94%1,6062.83%61,296,2070.03%浙江1,179,4315.19%1,5492.73%19,029,3280.03%湖南1,262,3005.56%1,4992.64%12,432,8630.02%廣東2,970,56613.08%1,2562.21%8,031,9730.01%江蘇1,495,5456.58%1,1952.11%8,569,9490.02%北京1,328,2455.85%1,0851.91%11,822,0600.02%廣西528,8012.33%9631.70%9,735,8460.03%安徽399,2971.76%8171.44%7,466,0110.08%福建970,4494.27%8021.41%9,209,7820.02%山西285,7251.26%7561.33%8,152,0320.08%甘肅101,0750.44%7471.32%4,660,5570.09%遼寧574,7152.53%7121.26%5,429,7690.02%陜西243,0901.07%6171.09%5,752,4850.04%湖北861,8273.79%5841.03%4,944,8520.03%貴州439,2761.93%4800.85%2,526,5220.03%江西610,9182.69%4540.80%4,647,2240.02%訂單量TOP3省份：山東、上海、四川，其中山東帶來訂單量占總訂單的54.10%，且購買轉(zhuǎn)化率最高；購買轉(zhuǎn)化率表現(xiàn)較低省份：廣東、湖南、江蘇、北京、福建、遼寧、江西。Part3-媒體表現(xiàn)如何？流量來自哪里來源類型訪問量綜合瀏覽量平均停留時(shí)間跳出率平均頁面訪問數(shù)注冊成功完成數(shù)注冊成功轉(zhuǎn)化率總訂單量總價(jià)值購買轉(zhuǎn)化率推介來源21,976,10847,930,8080:02:5854.27%2.1852,9640.24%18,140343,763,6150.01%直接訪問408,7181,080,7190:03:1657.88%2.648270.20%2,09130,086,9510.15%付費(fèi)搜索177,1911,305,0670:07:3634.91%7.3749192.78%36,022633,892,1893.38%內(nèi)容網(wǎng)絡(luò)87,281105,9000:01:3987.13%1.2150.01%000.00%自然搜索67,040209,6370:02:5627.89%3.13940.14%4543,491,6440.11%社交媒體30436,1500:02:5455.44%2.02230.76%12,2980.03%1月網(wǎng)站訪問量主要來自推介來源，占總訪問的96.73%；注冊完成轉(zhuǎn)化數(shù)主要來自推介來源，占90.03%；訂單量主要來自付費(fèi)搜索，占63.52%；從注冊成功轉(zhuǎn)化率及購買轉(zhuǎn)化率來看，付費(fèi)搜索表現(xiàn)較好。媒體投放表現(xiàn)廣告來源訪問量綜合瀏覽量平均停留時(shí)間跳出率平均頁面訪問數(shù)注冊成功完成數(shù)注冊成功轉(zhuǎn)化率總訂單量總價(jià)值購買轉(zhuǎn)化率1169pinpai15,541,06635,084,1440:02:5350.05%2.2644,2240.28%55220,3060.00%DSP4,722,2199,368,6720:03:4561.86%1.981,0430.02%3342,619,7300.00%baidu479,4761,113,8290:02:4864.34%2.327550.16%2,20035,017,3480.11%behe184,051302,9390:02:0263.89%1.65200.01%12,2980.00%CPS177,485628,1960:02:2224.40%3.547080.40%787

1,326,8430.23%hdt63,336106,5600:01:1858.43%1.6840.01%000.00%sogou59,281155,6500:03:0662.47%2.631350.23%3883,391,5180.17%36056,263197,4140:04:3655.75%3.512720.48%72810,575,8320.48%duanxin8,70867,9870:05:545.42%7.81240.28%33990.03%ehaier7,59828,6770:06:1452.18%3.772232.93%2455,1110.25%成都三臺容芳_A34,18914,7910:02:1120.96%3.5300.00%000.00%jingzan_dsp3,0016,0220:03:3766.98%2.0110.03%000.00%rrs_sylb1,7963,3100:02:4984.19%1.8430.17%322,6490.17%濟(jì)南山東001在線_B21,3611,9210:00:0674.65%1.4100.00%000.00%唐山在線_A27892,6130:01:201.39%3.3166183.78%000.00%rrs_tc6346890:00:1496.53%1.0900.00%000.00%rrsfwwechat_crm5252,0940:03:3841.52%3.9930.57%000.00%福州便民網(wǎng)_A24451,2610:00:5314.38%2.8332973.93%000.00%dhzx_crm3231,3680:09:1637.15%4.2420.62%000.00%昆明騰訊房產(chǎn)網(wǎng)_B13161,1890:01:5821.20%3.7600.00%000.00%注冊成功轉(zhuǎn)化率TOP3：唐山在線_A2、福州便民網(wǎng)_A2、ehaier；購買轉(zhuǎn)化率TOP3：360、ehaier、CPS。付費(fèi)搜索表現(xiàn)-百度（流量）BaiduSEM廣告計(jì)劃TOP20訪問量訪問量占比綜合瀏覽量注冊成功完成數(shù)注冊成功轉(zhuǎn)化率總訂單量總價(jià)值購買轉(zhuǎn)化率shouye24,0187.15%58,06800.00%000.00%W凈水試金行動17,9635.35%27,281210.12%128,4370.06%主推沙發(fā)15,7004.67%45,232100.06%000.00%Z瓷磚15,0664.48%41,13230.02%000.00%D電視-通用詞14,1644.21%31,10450.04%000.00%D冰箱-通用詞12,7163.78%27,46020.02%000.00%D家電D2D-彩電11,1243.31%19,542320.29%23,8970.02%Z地板10,7123.19%30,46660.06%000.00%2015惠過年【家裝】9,7562.90%14,18530.03%36700.02%D熱水器-通用詞9,7092.89%19,14200.00%000.00%Z燈具8,5832.55%22,37710.01%23290.02%D2015惠過年【家電】7,4962.23%11,76540.05%000.00%D洗衣機(jī)-通用詞7,4142.21%17,35630.04%21,9980.03%S家居紡品7,0482.10%15,85770.10%24910.03%主推餐桌6,8462.04%15,59910.01%000.00%主推床6,4191.91%14,93010.02%11490.02%Z【5.1家裝套餐】6,0101.79%10,17320.03%000.00%D空調(diào)-通用詞5,0671.51%10,61100.00%000.00%奔騰專場活動4,9691.48%7,74840.08%32960.04%Z【暖冬為家天暖】4,4721.33%7,868110.25%101,6200.16%Baidu關(guān)鍵詞投放中，TOP20廣告計(jì)劃訂單量主要集中在W凈水試金行動和Z【暖冬為家天暖】，其他通用詞及活動投放關(guān)鍵詞帶來訂單較少；Z【暖冬為家天暖】、W凈水試金行動的注冊成功轉(zhuǎn)化率及購買轉(zhuǎn)化率表現(xiàn)最好。付費(fèi)搜索表現(xiàn)-百度（訂單）BaiduSEM中帶來訂單的廣告計(jì)劃廣告計(jì)劃訪問量訪問量占比綜合瀏覽量注冊成功完成數(shù)注冊成功轉(zhuǎn)化率總訂單量總價(jià)值購買轉(zhuǎn)化率P品牌3,4901.04%27,448411.17%1262,385,6260.97%B_P品牌7240.22%6,577131.80%48475,2921.24%W凈水試金行動17,9635.35%27,281210.12%128,4370.06%Z【暖冬為家天暖】4,4721.33%7,868110.25%101,6200.16%Z飛羽快熱專場2,1570.64%3,57040.19%57900.19%B_Z【暖冬為家天暖】8720.26%1,55540.46%48900.34%2015惠過年【家裝】9,7562.90%14,18530.03%36700.02%奔騰專場活動4,9691.48%7,74840.08%32960.04%D家電D2D-彩電11,1243.31%19,542320.29%238970.02%Z燈具8,5832.55%22,37710.01%23290.02%D洗衣機(jī)-通用詞7,4142.21%17,35630.04%219980.03%S家居紡品7,0482.10%15,85770.10%24910.03%D洗衣機(jī)-型號詞2,9110.87%8,30650.17%242980.07%D生活電器-通用詞9800.29%2,17810.10%21980.10%主推床64191.91%14,93010.02%11490.02%W凈水品牌29700.88%712930.10%17490.03%D家電-海爾詞14430.43%455810.07%13990.07%D冰箱-型號詞1,2210.36%3,53520.16%12,9990.08%B_D洗衣機(jī)-型號詞4150.12%1,25320.48%18990.24%B_D熱水器-海爾詞3910.12%113810.26%11,0990.26%Baidu關(guān)鍵詞投放中只有20個(gè)廣告計(jì)劃帶來訂單，如上表數(shù)據(jù)；其中55.02%的訂單來自品牌詞。付費(fèi)搜索表現(xiàn)-360360流量主要來自search_cpc，占比88.87%；search_cpc中訂單主要來自品牌詞廣告計(jì)劃；360付費(fèi)搜索訂單主要來自品專，占比77.14%；360品專基礎(chǔ)指標(biāo)表現(xiàn)和轉(zhuǎn)化效果均較好。付費(fèi)搜索表現(xiàn)-sogouSogou投放關(guān)鍵詞主要是通用詞；廣告關(guān)鍵詞“首頁”加參規(guī)則與其他關(guān)鍵詞加參規(guī)則不統(tǒng)一，建議調(diào)整。自然搜索表現(xiàn)Baidu自然搜索關(guān)鍵詞自然搜索搜索引擎分布自然搜索中來自Baidu的訪問量占總訪問的94.13%，帶來訂單量占總訂單的7.93%；來自360的訪問量占總訪問的0.98%，帶來訂單量占總訂單的71.15%，360的自然搜索表現(xiàn)較好；來自Baidu的自然搜索關(guān)鍵詞共有5065個(gè)，數(shù)量較少，且僅有14個(gè)關(guān)鍵詞帶來了訂單。自然搜索表現(xiàn)-360360自然搜索1月13日10個(gè)訪問量帶來151個(gè)訂單，其中搜索“【日日順】”關(guān)鍵詞3個(gè)訪問量帶來150個(gè)訂單，且用戶訪問的操作系統(tǒng)均為Windows，瀏覽器均為Chrome31.0，存在異常；右側(cè)為相應(yīng)訂單號信息。Part4-用戶關(guān)注產(chǎn)品？哪些頻道帶來了訂單總結(jié)：1）頻道流量中，凈水商城占比最高，為67.74%，并帶來56.2%的新會員注冊，41.15%的訂單；2）相對凈水商城頻道，其他頻道用戶平均停留時(shí)間長、平均頁面訪問數(shù)多、跳出率低，基礎(chǔ)表現(xiàn)優(yōu)于凈水商城；3）建材商城購買轉(zhuǎn)化率高，達(dá)到0.16%。用戶購買TOP10產(chǎn)品“香港雅蘭西蒙.帝托奢華床墊”平均一個(gè)訪問量帶來35個(gè)訂單，疑似存在用戶刷單行為。TOP10產(chǎn)品中，異常訂單表現(xiàn)較多。異常用戶id排名會員號12月份排名總訂單量訂單占比總購買產(chǎn)品量總價(jià)值銷量占比1好孩子娃娃-1,8673.29%1,867￥41,178,552.004.07%2蘇彤96121,5342.71%1,663￥40,216,273.003.98%3

-9661.70%966￥33,562,283.903.32%4xiangzi59391.66%986￥160,140.000.02%5轉(zhuǎn)轉(zhuǎn)91030898361.47%50925￥40,640,322.004.02%6

-7881.39%66241￥22,957,749.002.27%7

-7421.31%33096￥25,999,722.002.57%8

177271.28%49489￥31,468,896.003.11%9100269112327251.28%725￥5,290,487.000.52%10Lilyhao-7101.25%21240￥16,973,214.001.68%11rockyliuyp196121.08%2,263￥619,511.000.06%12矛愛上了盾45580.98%558￥10,086,674.001.00%13

15390.95%539￥2,570,727.000.25%14bjltbxjs-4290.76%429￥1,325,910.000.13%15dong-jie-4240.75%460￥570,564.400.06%16sungt00783910.69%391￥7,090,651.000.70%17

33790.67%586￥2,454,357.000.24%18力挽狂瀾-3370.59%337￥1,652,863.000.16%19

-3000.53%300￥2,091,635.000.21%20

-2950.52%380￥7,422,084.000.73%top20訂單會員總計(jì)-14,09824.86%233,441￥294,332,615.3029.11%1月總計(jì)-56,708-

688,493￥1,011,236,696.61-

以下20個(gè)會話產(chǎn)生14098個(gè)訂單，占總訂單量的24.86%，存在嚴(yán)重的刷單行為。“蘇彤96”等10位會員連續(xù)兩個(gè)月訂單量都在top20中。建議