Detailed analysis of website operation data
Source: Shangpin China |
Type: website encyclopedia |
Time: March 4, 2014
As a website operator, product manager, interaction designer and other positions, I often need to Website construction company How are these formulas calculated and what does each term mean?
1、 Content indicators of website operation data analysis
Take Rates (Conversions Rates)
Calculation formula: website conversion rate=visits with corresponding actions/total visits
Indicator significance: measure the attraction of marketing website construction content to visitors and the publicity 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, placement of advertisements, paid search links, paid advertisements (PPC), etc. to see which way can keep the conversion rate rising? How to enhance the relevance between visitors and website content? If this value rises, it means that the correlation is strengthened; otherwise, it is weakened.
Repeat Visitor Share
Calculation formula: return visitor ratio=number of return visitors/number of independent visitors
Indicator significance: measure the attraction of website content to visitors and the practicability of the website, and whether your website has interesting content to make visitors return to your website again.
Indicator Usage: Based on the setting of access duration and the time period of report generation, this indicator may be very different. The vast majority of websites hope that visitors will return, so they hope that this value will continue to increase. If this value is declining, it means that the quality of website content or products has not been improved. It should be noted that once you have selected a duration and time period, you should use the same parameters to generate your report, otherwise it will lose the significance of comparison.
Heavy User Share
Calculation formula: active user ratio=users visiting 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 11~15 pages, and e-commerce websites can be defined at about 7~10 pages. If your website is targeted at the right target audience and easy to use, you can see that this indicator should be rising.
Committed Visitor Share
Calculation formula: number of users with access time more than N minutes/total number of users
Indicator meaning: the meaning of the indicator is the same as that of the previous indicator, except that the number of pages browsed is replaced by the length of stay. Depending on the goal of the website, you can use one of the two or a combination of them.
Indicator usage: N is also defined by the type and size of the website. For example, large websites are usually positioned in about 20 minutes. If this visitor indicator is used alone, it is difficult to reflect its effectiveness. It should be used together with the data indicators of other website operations, such as conversion rate. But in general, a longer visit duration means that users like to stay on your website, and a high loyal visit rate is certainly better. Similarly, the access duration can be set according to different needs.
Committed Visitor Index
Calculation formula: loyal visitor index=number of pages visited more than N minutes/number of visitors more than N minutes
Indicator meaning: refers to the average number of pages visited by each long-term visitor. This is an important indicator, which combines the number of pages and time.
Indicator usage: This index makes a more detailed distinction between websites by page and time. Maybe visitors just left for dinner. If this index is low, it means that there is a longer access time but a lower access page. Usually, you want to see a high value of this index. If you modify the website, add the functions and materials of the website, and attract more loyal visitors to stay on the website and browse the content, this index will rise.
Committed Visitor Volume
Calculation formula: number of loyal visitors=number of pages visited more than N minutes/total number of pages visited
Indicator significance: the number of pages visited by long-term visitors
Indicator usage: websites usually attract users by publicity and promotion. The significance of this indicator is particularly important because it represents the overall page access quality. If you have 10000 pages visited but only 1% of loyal visitors, it means that you may attract the wrong visitors. These visitors are of little value. They just look at your page and leave. This is why you should consider whether there is any problem with your promotion and publicity methods.
Visitor Engagement Index
Calculation formula: visitor participation index=total visits/number of independent visitors
Indicator meaning: this indicator is the average session of each visitor, representing the trend of multiple visits by some visitors.
Indicator usage: different from the return visitor ratio, this indicator represents the intensity of the return visitor. If a very correct target audience keeps returning to the website, this index will be much higher than 1; If there are no visitors, the index will approach 1, which means that every visitor has a new session. The index depends on the goal of the website. Most content based and commercial websites expect each visitor to have multiple sessions every week/month; However, pages or websites such as customer service, especially complaints, hope that this index is as close to 1 as possible.
Reject Rate/bounce Rate (all pages)
Calculation formula: rebound rate (all pages)=number of single page visits/total number of visits
Indicator significance: it represents the ratio of only one page seen by visitors
Indicator significance: This indicator is very important for the highest access page, because traffic is generated from these pages. When you need to design the architecture of the website navigation or layout design during website planning and website planning, you should pay special attention to this parameter. In general, you want this ratio to keep falling.
Reject Rate/bounce Rate (homepage)
Calculation formula: rebound rate (first page)=number of visits only to the first page/number of all visits starting from the first page
Indicator meaning: this indicator represents the ratio of all visitors who have only seen the home page from the home page
Indicator significance: This indicator is the most important one of all content indicators. Generally, we believe that the home page is the highest access page (of course, if your website has other higher access pages, it should also be added to the tracking goals, such as promotion advertising). For any website, we can imagine that if visitors skim the home page or the most common access page, it indicates that there is a problem in some aspect of website planning. If the target market is correct, it means that the visitor cannot find what he wants, or there is a problem in the design of the web page (including page layout, network speed, link text, etc.); If the website design is feasible and easy to use, and the content of the website can be easily found, then the problem may lie in the quality of visitors, that is, the market problem.
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 attraction of web pages to a certain extent.
Indicator usage: Most websites want visitors to stay for more than one minute. If this indicator is too high, you should consider whether the content of the page is too simple and whether the navigation menu of the website needs to be improved.
Scanning Visitor Index
Calculation formula: browsing user index=number of pages visited less than 1 minute/number of visitors less than 1 minute
Indicator significance: average number of pages visited by visitors in one minute
Indicator usage: This index is also close to 1, which means that the less interested the visitors are in the website, the more they just take a glance and leave. This may be the problem of navigation. If you have made significant improvements to the navigation system, you should see that the index is rising; If the index still drops, it should be that there is a problem with the target market and use function of the website, and it should be solved. By combining the browsing user ratio with the browsing user index, we can see whether the user is browsing useful information or is bored and leaves.
Scanning Visitor Volume
Calculation formula: number of users browsed=number of pages browsed in less than 1 minute/number of all pages browsed
Indicator significance: the ratio of the number of visited pages completed in one minute
Indicator usage: According to the different goals of websites, the level of this indicator has different requirements. Most websites hope that this indicator will be reduced. 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, resulting in a high number of pages, the quality of visitors is not high, and the income will be affected.
2、 Business indicators for website operation data analysis
Average Order Amount (AOA)
Calculation formula: average order amount=total sales amount/total order amount
Indicator significance: used to measure the quality of website sales
Indicator usage: It is of course very important to convert website visitors into buyers. It is also important to encourage buyers to buy more products every time they visit. Tracking this indicator can find better ways to improve it.
Conversion Rate (CR)
Calculation formula: order conversion rate=total orders/total visits
Indicator significance: This is an important indicator to measure the sales of the website to each visitor
Indicator usage: Through this indicator, you can see that even minor changes may bring huge changes to the income of the website. If you can also distinguish the orders generated by new and old visitors, you can refine this indicator and make separate statistics for new and old customers.
Sales Per Visitor (SPV)
Calculation formula: sales per visitor=total sales/total visits
Indicator significance: this indicator is also used to measure the market efficiency of websites
Indicator usage: This indicator is similar to the conversion rate, but its manifestation is different.
Cost per Order (CPO)
Calculation formula: single order cost=total marketing expenses/total orders
Indicator significance: measure the average order cost
Indicator usage: The marketing cost of each order is critical to the website's profitability and cash flow. Different people have different standards for the calculation of marketing costs. Some allocate the annual website operating expenses into the monthly costs, while others do not. The key is to see what is most suitable for them. If the conversion rate can be improved without increasing marketing costs, this indicator should decline.
Repeat Order Rate (ROR)
Calculation formula: Reorder rate=existing customer orders/total orders
Indicator significance: used to measure the attractiveness of websites to customers
Indicator usage: The level of this indicator has a lot to do with customer service. Only a satisfied user's product experience and service can improve this indicator.
Cost Per Visit (CPV)
Calculation formula: single visitor cost=marketing expense/total visits
Indicator significance: used to measure the traffic cost of websites
Indicator usage: This indicator measures your market efficiency. The goal is to reduce this indicator and improve the SPV. Therefore, it is necessary to cut invalid marketing expenses and increase effective market input.
Order Acquisition Gap (OAG)
Calculation formula: order acquisition variance=single visitor cost (CPV) - single order cost (CPO)
Indicator significance: this is an indicator to measure market efficiency, representing the difference between visitors brought by the website and visitors transformed
Indicator usage: the indicator value should be a negative value, which is a measure of the cost of obtaining customers from non visitors. There are two ways to reduce this difference. When you strengthen the sales ability of the website, the CPO will decline, and this difference will narrow, indicating that the website's ability to transform existing traffic has been strengthened; Similarly, the CPV may increase while the CPO remains the same or decreases, and the difference will also decrease, indicating that the traffic attracted by the website has a high conversion rate. This usually happens when PPC (pay per click) is enabled.
Order Acquisition Ratio (OAR)
Calculation formula: order acquisition rate=single order cost (CPO)/single visitor cost (CPV)
Indicator significance: use another form to reflect market efficiency
Indicator usage: It is easy for management to understand the form of ratio, especially financial personnel.
Contribution per Order (CON)
Calculation formula: output per order=(average orders x average marginal revenue) - cost per order
Indicator significance: net value of cash increase brought to you by each order
Indicator usage: The CFO of the company is always interested in this indicator, which represents how much money you spend to earn.
Return on Investment (ROI)
Calculation formula: ROI=per output (CON)/per order cost (CPO)
Indicator significance: used to measure the return on investment of your advertising
Indicator usage: When comparing the return rate of your advertisement, you should allocate money to the advertisement with the highest return rate, but the return rate should be limited by the time period. For example, "25% RIO/week" and "25% RIO/year" are very different.
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