3.成交轉(zhuǎn)化率分析

成交轉(zhuǎn)化率分析The

analysisoftransactionconversion主講：譚婭Thelecturer:YaTan轉(zhuǎn)化率定義Thedefinitionofconversionrate消費(fèi)者從訪問(wèn)到支付的過(guò)程又稱為成交轉(zhuǎn)化，成交轉(zhuǎn)化率直接決定著店鋪銷售額的高低。Thetransactionconversionreferstotheprocessstartingfromaconsumer’svisittopayment.Transactionconversionratedirectlydeterminesthesalesoutcomeofthisshop.計(jì)算公式為：轉(zhuǎn)化率=支付人數(shù)÷訪客數(shù)×100%。Thecomputationformulate:Conversionrate=thenumberofpayers÷visitors×100%.在生意參謀“首頁(yè)”功能板塊下的“整體看板”版塊中，可以查看指定期間的店鋪成交轉(zhuǎn)化率數(shù)據(jù)。Inthe“overallview"sectionunderthefunctionsectiononBusinessAdvisor“homepage”,wecancheckdatarelatedtothetransactionconversionrateoftheshopinthespecificperiodoftime.2一、成交轉(zhuǎn)化率

A.Transactionconversionrate轉(zhuǎn)化漏斗模型可以在消費(fèi)者訪問(wèn)店鋪到最終成交的各個(gè)環(huán)節(jié)，一層層過(guò)濾轉(zhuǎn)化人數(shù)，以便分析各個(gè)環(huán)節(jié)的轉(zhuǎn)化情況，其模型如圖所示。TransactionConversionFunnelModelexistsinallphasesfromtheconsumer’sentrytotheshoptotheultimatetransaction,filteringthenumberoflostconsumers.Inthisway,wecananalyzetheconversionsineachphase,justlikethemodelinthepictureshows.3二、成交轉(zhuǎn)化漏斗模型B.TransactionConversionFunnelModel成交轉(zhuǎn)化率訂單支付率靜默轉(zhuǎn)化率旺旺咨詢轉(zhuǎn)化率有效入店率成交轉(zhuǎn)化率訂單支付率靜默轉(zhuǎn)化率成交轉(zhuǎn)化率訂單支付率旺旺咨詢轉(zhuǎn)化率靜默轉(zhuǎn)化率成交轉(zhuǎn)化率訂單支付率有效入店率旺旺咨詢轉(zhuǎn)化率靜默轉(zhuǎn)化率成交轉(zhuǎn)化率訂單支付率成交轉(zhuǎn)化率的漏斗模型TransactionConversionFunnelModel

旺旺咨詢轉(zhuǎn)化率靜默轉(zhuǎn)化率旺旺咨詢轉(zhuǎn)化率訂單支付率靜默轉(zhuǎn)化率旺旺咨詢轉(zhuǎn)化率成交轉(zhuǎn)化率Transactionconversionrate訂單支付率Orderpaymentrate靜默轉(zhuǎn)化率Silentconversionrate有效入店率Validentryrate旺旺咨詢轉(zhuǎn)化率Alitalkconsultingconversionrate解讀成交轉(zhuǎn)化漏斗模型InterpretTransactionConversionFunnelModel有效入店人數(shù)是指訪問(wèn)網(wǎng)店的至少兩個(gè)頁(yè)面才離開(kāi)的訪客數(shù)，其中包括訪客到達(dá)網(wǎng)店時(shí)，直接點(diǎn)擊收藏網(wǎng)店或者是寶貝、阿里旺旺咨詢、加入購(gòu)物車和立即購(gòu)買；出店頁(yè)面是指訪客在訪問(wèn)網(wǎng)店時(shí)的最后一個(gè)頁(yè)面。Validshopentryratereferstothenumberofvisitorswhovisitatleasttwo

webpagesoftheonlineshopbeforeleaving,

Itincludesthenumberofvisitorswhodirectlyclick

ShopCollectionorProductCollectionattheirarrival,

consultthroughAlitalk,

addtheproducttotheirshoppingcartsorbuyimmediately.Theconsumer’slastpageviewstandsforthelastwebpageviewedbythevisitor.網(wǎng)店訪客數(shù)=有效入店人數(shù)+跳失人數(shù)Shopvisits=numberofvalidshopvisitors+bouncerate有效入店率=有效入店人數(shù)/網(wǎng)店訪客數(shù)Validshopentryrate=numberofvalidshopvisitors/numberofonlineshopvisitors出店率=出店人次/出店頁(yè)面瀏覽量Exitrate=numberofvisitorsleft

/

pageviewsbeforetheirleaving41.有效入店率1.Validshopentryrate解讀成交轉(zhuǎn)化漏斗模型InterpretTransactionConversionFunnelModel

①頁(yè)面的流量占比a.Thepercentageofpagetraffic首頁(yè)作為整個(gè)網(wǎng)店的門面，也是流量的中轉(zhuǎn)站，但是首頁(yè)的流量占比不宜過(guò)高，因?yàn)榻灰字饕窃趯氊愴?yè)完成的。

Homepageisthefaceofthewholeonlineshop,aswellasthetraffictransit.Butthetrafficratioofthehomepageshouldnotbetoohigh,astransactionismainlycompletedontheproductwebpage.因此，首頁(yè)流量占比為15%左右，而寶貝頁(yè)流量至少應(yīng)占50%，分類頁(yè)作為網(wǎng)店寶貝列表導(dǎo)航頁(yè)，分類頁(yè)流量占比為20%左右，搜索頁(yè)主要是為了方便買家快速找到自己想買的寶貝，所以搜索頁(yè)流量約為全店流量的10%。自定義頁(yè)是指淘寶網(wǎng)店自定義設(shè)置的頁(yè)面（紹品牌故事、導(dǎo)購(gòu)服務(wù)流程以及售后服務(wù)），流量一般情況為5%左右。Thus,iftherateofhomepagetrafficisaround15%,thatoftheproductwebpagetrafficshouldatleastbe50%.Theproductclassificationwebpageworksastheproductnavigationpage.Thetrafficrateofthispageis20%orso.Thesearchpageisforbuyers’conveniencetofindtheirdesiredproductsrapidly,sothetrafficrateofthispageis10%.Self-definedwebpageistheawebpagewhereTaobaosellercandefineandsetthecontentontheirown(introducingtheirbrandstory,serviceguidanceprocess,andafter-saleservice).Thetrafficrateofthatisabout5%.不同頁(yè)面的流量占比Thetrafficratesofdifferentwebpages

解讀成交轉(zhuǎn)化漏斗模型InterpretTransactionConversionFunnelModeltheresthomepageproductclassificationpagesearchpageself-definedpageproductpage

②頁(yè)面平均停留時(shí)間b.Averagetimeconsumedononewebpage

頁(yè)面平均停留時(shí)間是指訪客瀏覽某個(gè)頁(yè)面所花費(fèi)的平均時(shí)長(zhǎng)。Theaveragetimeconsumingononewebpagereferstotheaveragetimethatavisitorspentinbrowsingacertainpage.整個(gè)頁(yè)面的停留時(shí)間越長(zhǎng)，表明頁(yè)面對(duì)訪客的黏性越強(qiáng)，頁(yè)面為訪客提供的信息和服務(wù)就越多，頁(yè)面存在的潛在成交訪客就越多。Thelongeravisitorstaysonacertainpage,thestrongerstickinessofthispagetothecustomeritshowsandthemoreinformationandservicecanbeprovidedtothecustomer.Meanwhile,themorepotentialtransactionscontributedbythispagewillbemade.但是并非所有的頁(yè)面的平均停留時(shí)間越長(zhǎng)越好。寶貝頁(yè)的平均停留時(shí)間越長(zhǎng)，潛在的成交轉(zhuǎn)化率越高。However,itdoesnotmeanthatforallwebpages,thelongerthevisitorstay,thebetter.Itistheaveragetimespentonwebpagebrowsingthatcounts.Thelongertheaveragetimeis,thehigherpotentialconversionratewillbe.首頁(yè)的設(shè)置應(yīng)該簡(jiǎn)潔大方，操作性強(qiáng)，當(dāng)買家在訪問(wèn)首頁(yè)的時(shí)候，能在第一時(shí)間內(nèi)找到想要買的寶貝。Thesettingofthehomepageshouldbeconciseandeasytooperate.Whenbuyersvisitit,theycanfindtheirdesiredproductatthefirstsight.頁(yè)面平均停留時(shí)間Theaveragetimeconsumedononepage解讀成交轉(zhuǎn)化漏斗模型InterpretTransactionConversionFunnelModelproductclassificationpageproductpagehomepageself-definedpagesearchpagetherest兩家網(wǎng)店的首頁(yè)入店率對(duì)比圖Thecomparisonoftwoonlineshops’homepageentryratesA網(wǎng)店的首頁(yè)

ThehomepageofonlineshopAB網(wǎng)店的首頁(yè)ThehomepageofonlineshopB②頁(yè)面平均停留時(shí)間b.Averagetimeconsumingononewebpage不同的裝修風(fēng)格會(huì)直接影響有效入店率,淘寶賣家需優(yōu)化首頁(yè)的設(shè)計(jì)和裝修，吸引更多的買家入店訪問(wèn)。Differentdecorationstylescandirectlyaffectvalidshopentryrate.Thus,Taobaosellersmustoptimizethedesignanddecorationofthehomepagetoattractmorebuyers’visits.解讀成交轉(zhuǎn)化漏斗模型InterpretTransactionConversionFunnelModelShopAShopB③出店率c.Exitrate出店率是指出店人次與某個(gè)頁(yè)面的總瀏覽量的比值。Exitratereferstotheproportionofthepopulationofpeoplewhoexittheshoptothepageviewsofacertainwebpage.出店率這一數(shù)據(jù)指標(biāo)直接反映了某個(gè)頁(yè)面對(duì)訪客的吸引力和黏性。Exitrate,thisdataindexdirectlyreflectstheattractivenessandstickinessofthiswebpagetovisitors.某個(gè)頁(yè)面的出店率越高，說(shuō)明絕大多數(shù)的訪客是從頁(yè)面離開(kāi)的，該頁(yè)面對(duì)訪客的吸引力和黏性較差。Ahighpageexitraterepresentsthatmostvisitorsleftfromthispage.Therefore,theattractivenessandstickinessofthispageisrelativelylower.網(wǎng)店的出店率Exitrateofanonlineshop

解讀成交轉(zhuǎn)化漏斗模型InterpretTransactionConversionFunnelModelTherestSearchpageSelf-definedpageProductpageProductclassificationpageThehomepage消費(fèi)者在訪問(wèn)店鋪或商品的過(guò)程中，如果產(chǎn)生了疑問(wèn)，會(huì)直接選擇與店鋪客服進(jìn)行交流溝通，當(dāng)客服有效地解決了消費(fèi)者的問(wèn)題后，往往會(huì)提升商品的成交轉(zhuǎn)化。Inthecourseofshopvisiting,consumerswillchoosetocommunicatewithshopserviceconsultantsdirectlyiftheyhaveanyproblems.Iftheclientserviceeffectivelysolvetheproblem,theproductconversionrateusuallywillrise.這一環(huán)節(jié)不僅涉及到咨詢轉(zhuǎn)化率這個(gè)數(shù)據(jù)，還會(huì)涉及咨詢率數(shù)據(jù)，它們的計(jì)算公式分別如下。Thisstagenotonlyinvolveswithconsultingconversionratebutalsoconsultingrate.Theformulationisasfollows:92.咨詢轉(zhuǎn)化率B.Consultingconversionrate咨詢率=咨詢?nèi)藬?shù)÷訪客數(shù)Consultingrate=numberofpeoplewhoconsulted÷numberofvisitors咨詢轉(zhuǎn)化率=咨詢成交人數(shù)÷咨詢?nèi)藬?shù)Consultingconversionrate=numberofpeoplewhoconsultedandpaid÷numberofpeoplewhoconsulted=咨詢成交人數(shù)÷（訪客數(shù)×咨詢率）

=numberofpeoplewhopaid÷(numberofvisitors×consultingrate)不同行業(yè)咨詢轉(zhuǎn)化率Consultingrateindifferentindustries

解讀成交轉(zhuǎn)化漏斗模型InterpretTransactionConversionFunnelModelclothingluggageandbagscosmeticsshoesandbootsinfants&momdigitalproductsfurnishings平均訪問(wèn)深度是指訪客一次性連續(xù)訪問(wèn)淘寶網(wǎng)店的頁(yè)面數(shù)，即每次會(huì)話瀏覽的頁(yè)面數(shù)量；平均訪問(wèn)深度是指訪客平均每次連續(xù)訪問(wèn)網(wǎng)店的頁(yè)面數(shù)。Averagevisitdepthreferstothecontinuouspageviewsduringavisittotheonlineshop,namelythepageviewsinonesession.Averagevisitdepthshowsthenumberofpagesthatavisitorcontinuouslyvisitinoneonlineshopinavisit.賣家應(yīng)該優(yōu)化網(wǎng)店的各個(gè)頁(yè)面，提升買家的訪問(wèn)深度，盡量提升寶貝頁(yè)的訪問(wèn)深度，因?yàn)閷氊惖某山恢饕性趯氊愴?yè)。Sellersshouldoptimizeallaspectsofthewebsitetoenhancebuyers’visitdepth,especiallythevisitdepthoftheproductwebpage.Thatisbecauseproducttransactionisusuallymadeontheproductwebpage.解讀成交轉(zhuǎn)化漏斗模型InterpretTransactionConversionFunnelModeldailyaveragevaluetodayyesterdayweek-on-week旺旺咨詢轉(zhuǎn)化率是指通過(guò)阿里旺旺咨詢客服成交的人數(shù)與咨詢總?cè)藬?shù)的比值，Alitalkconsultingconversionratereferstotheproportionofthepopulationthatpaidaftertheconsultationwithclientservicetothetotalpopulationofconsultationusers.即：旺旺咨詢率=旺旺咨詢?nèi)藬?shù)/訪客總數(shù)；旺旺咨詢轉(zhuǎn)化率=旺旺咨詢成交人數(shù)/旺旺咨詢總?cè)藬?shù)Alitalkconsultingrate=Alitalkconsultants/visitorsAlitalkconsultingconversionrate=populationthatpaidaftertheAlitalkconsultation/numberofAlitalkconsultationusers當(dāng)買家的訪問(wèn)深度得到提升的同時(shí)，網(wǎng)店的旺旺咨詢率和旺旺咨詢轉(zhuǎn)化率也會(huì)相應(yīng)提高。TheAlitalkconsultingrateandAlitalkconsultingconversionratewillincreasewhenthebuyervisitdepthincreases.解讀成交轉(zhuǎn)化漏斗模型InterpretTransactionConversionFunnelModel靜默轉(zhuǎn)化率指消費(fèi)者訪問(wèn)店鋪后，沒(méi)有咨詢客服而直接下單購(gòu)買的消費(fèi)者人數(shù)與訪客數(shù)的比率。Silentconversionratereferstotheproportionofthenumberofvisitorswhodirectlypurchasedproductswithoutconsultationaftertheenteringtheshoptothenumberoftotalvisitors.一般來(lái)說(shuō)，新消費(fèi)者的靜默轉(zhuǎn)化率低于老消費(fèi)者，因?yàn)樾孪M(fèi)者對(duì)店鋪的商品款式、質(zhì)量、服務(wù)、信譽(yù)等都不了解，基本上不會(huì)貿(mào)然下單交易。Generallyspeaking,newconsumers’silentconversionrateislowerthanthatoftheregularconsumersbecausetheformerareunfamiliarwiththeproductstyles,quality,service,andcreditsotheywillnotmakeadealeasily.對(duì)于這類店鋪而言，繼續(xù)優(yōu)化和改善商品和服務(wù)，并加強(qiáng)對(duì)老消費(fèi)者和會(huì)員管理，能夠進(jìn)一步促進(jìn)靜默轉(zhuǎn)化率的提升。Forsuchtypeofshops,keepingoptimizingandimprovingproductsandserviceaswellasthemanagementofregularconsumersandmemberscanfurtherincreasethesilentconversionrate.123.靜默轉(zhuǎn)化率C.Silentconversionrate解讀成交轉(zhuǎn)化漏斗模型InterpretTransactionConversionFunnelModel網(wǎng)店訪客的類型Differenttypesoftheonlineshopvisitors訪客類型Typesofvisitors瀏覽量pageviews訪客數(shù)visitors回訪客占比Returnvisitorratio回頭客占比Repurchasecustomerratio靜默轉(zhuǎn)化率Silent

conversion

rate老客戶Regularconsumers52630142.45%40.13%60.49%其他Therest103346912.13%7.61%1.26%自主訪問(wèn)的新客戶Newcustomersviauniquevisits61134620.42%17.56%21.34%網(wǎng)店的買家類型構(gòu)成圖老客戶（2次購(gòu)買及以上）是靜默成交訪客人數(shù)的主力軍。因?yàn)檫@類買家已經(jīng)對(duì)網(wǎng)店非常認(rèn)可，不管是商品的質(zhì)量，還是客服的態(tài)度以及物流的及時(shí)性，這部分買家再次購(gòu)買的時(shí)候通常不會(huì)再咨詢客服，而直接完成交易。老客戶老客戶其他類型的訪客可能包含了由老客戶帶來(lái)的新客戶，老客戶把網(wǎng)店推薦給周圍親友，直接有效地提升了網(wǎng)店的靜默轉(zhuǎn)化率。解讀成交轉(zhuǎn)化漏斗模型訂單支付率指的是訂單金額與成交金額之比。Orderpaymentratereferstotheproportionoforderamounttothetransactionrevenue.有的消費(fèi)者在店鋪下單后，會(huì)因?yàn)楦鞣N原因遲遲沒(méi)有付款成交，未付款訂單就會(huì)影響店鋪的訂單支付率，訂單支付率與成交轉(zhuǎn)化直接相關(guān)，Someconsumersplaceanorderintheshopbutdelaythepaymentduetovariousreasons.Theunpaidorderswillaffecttheorderpaymentratethatisdirectlyrelatedtotransactionconversion.一般來(lái)說(shuō)，通過(guò)購(gòu)物車、已買到的寶貝、收藏等途徑訪問(wèn)店鋪的消費(fèi)者都具有明確的購(gòu)物目的，其訂單支付率會(huì)比較高。Ingeneral,thecustomerswhovisittheshopviashoppingcarts,purchaseditems,favorites,etc.haveaclearshoppingintentionsotheirorderpaymentrateisrelativelyhigh.154.訂單支付率4.Orderpaymentrate訪客來(lái)源瀏覽量訪客數(shù)訂單金額/元成交金額/元訂單支付率購(gòu)物車256912996398.754215.4265.88%購(gòu)買記錄8217363156.883034.1296.11%收藏夾479923287941.395879.6374.04%淘寶付費(fèi)推廣314510522349.111464.1262.32%淘寶其他頁(yè)面1531527163.4556.3734.49%站外訪問(wèn)89931280.1832.4640.48%解讀成交轉(zhuǎn)化漏斗模型InterpretTransactionConversionFunnelModelvisitspageviewsvisitsourcesorderamount/yuanturnover/yuanorderpaymentrateshoppingcartpurchaserecordcollections/favoritesTaobaopaidpromotionotherpagesonTaobaooff-sitevisits成交轉(zhuǎn)化率是轉(zhuǎn)化漏斗模型的最后一個(gè)環(huán)節(jié)，它能夠準(zhǔn)確反映出店鋪的整個(gè)成交轉(zhuǎn)化情況。Transactionconversionrateisthelastlinkofthetransformationfunnelmodelthataccuratelyreflectstheentiretransactionconversionstatusoftheshop.如果成交轉(zhuǎn)化率過(guò)低，就可以利用轉(zhuǎn)化漏斗進(jìn)行反推，查看哪個(gè)或哪些環(huán)節(jié)出了問(wèn)題，然后進(jìn)行解決，最終才能提升成交轉(zhuǎn)化率。Ifthetransactionconversionrateistoolow,youcanusetheconversionfunneltocalculatebackwardtocheckwhichlinkorlinkswentwrong.Andthen,youwillknowhowtosolveit.Then,youcanimprovethetransactionconversionrate.165.成交轉(zhuǎn)化率e.Transactionconversionrate解讀成交轉(zhuǎn)化漏斗模型InterpretTransactionConversionFunnelModel

影響轉(zhuǎn)化的因素Factorsaffectingconversion消費(fèi)者搜索到商品后，首先解除的就是主圖。Aftertheconsumerssearchedoutthedesiredproduct,theyfirstviewthemainimages.優(yōu)秀的主流效果吸引流量，增加點(diǎn)擊率，甚至直接影響消費(fèi)者的購(gòu)買行為。High-qualitymainimagesdraintrafficflow,increaseclicks,andevenaffectconsumers’purchasebehavior.影響主圖效果的因素比較多，精美的拍攝效果、合適的模特展示、精確的賣點(diǎn)文案、恰當(dāng)?shù)呐虐娴榷伎梢杂行嵘鲌D的質(zhì)量。Manyfactorscanimpacttheeffectsandqualityofthemainimages,includingthephotoshootingeffect,demonstrationbyaptmodels,theprecisionofsellingfocusesincopywriting,appropriateedition,andsoforth.171.主圖a.Mainimages主圖瀏覽量PV訪客數(shù)UV有效入店率成交轉(zhuǎn)化率優(yōu)化前167962721.45%9.23%優(yōu)化后3560174945.72%38.46%MainimagesPageviews(PV)Visits(UV)ValidentryrateTransactionconversionrateBeforeoptimizationAfteroptimization消費(fèi)者認(rèn)可主圖效果或者被主圖吸引后，很自然地就會(huì)查看該商品的價(jià)格。Ifconsumersappreciatethemainimageeffectorisattracted,theywillnaturallycheckthepriceoftheproduct.商品價(jià)格通常顯示在主圖的左下角，方便消費(fèi)者查看和對(duì)比。Theproductpriceisusuallydisplayedonthebottomleftcorner,aplacetocheckandcomparepriceseasily.價(jià)格是商品競(jìng)爭(zhēng)力最直接的體現(xiàn)，特別是相同商品之間進(jìn)行競(jìng)爭(zhēng)時(shí)，消費(fèi)者通常會(huì)選擇價(jià)格更低的商品。Priceisthemostobviousmanifestationofaproductcompetition,especiallywhencomparingwithpeerproducts.Theconsumersoftenwillchoosethesameproductwithlowerprice.182.價(jià)格b.Price網(wǎng)店定價(jià)/元瀏覽量PV訪客數(shù)UV寶貝頁(yè)平均停留時(shí)間/秒成交轉(zhuǎn)化率甲882389166414633.16%乙8913448017812.53%

影響轉(zhuǎn)化的因素FactorsaffectingconversionOnlineshopsPrice(yuan)Pageviews(PV)AveragetimeconsumedononepageTransactionconversionrateABVisits(UV)

影響轉(zhuǎn)化的因素Factorsaffectingconversion店鋪首頁(yè)就像店鋪的“門面”，代表著店鋪的整體的品質(zhì)和格調(diào)。Thehomepageoftheshopislikethe"face"oftheshop,representingtheoverallqualityandstyleoftheshop.很多消費(fèi)者進(jìn)店訪問(wèn)時(shí)，會(huì)跳轉(zhuǎn)到店鋪首頁(yè)查看商品分類，此時(shí)，良好的店鋪首頁(yè)效果更利于刺激消費(fèi)者的購(gòu)買欲。Whenconsumersvisittheshop,theywilljumpto

theshophomepagetoviewthe