Which Data Should be Paid Attention to Measure the Success of an E-commerce Website?
In recent years, the development of major e-commerce platforms has shown an upward trend year by year. Now there are more and more e-commerce merchants and apps in various fields on the market.
I am currently working as an intern in a Chinese beauty e-commerce platform company. The project that I participated in is a new app launched by our company, and the target users are young females. Last September, the first order was completed on our platform, and it is now in the development and improvement stage.
I think there are many criteria for measuring the success of an e-commerce platform. I have summarized the following points through experience that require special attention:
Operating indicators
Including traffic information, order information, sales performance information, used to measure the overall operating status. These indicators are also the most basic indicators to check whether the website is operating normally.
Website traffic indicators are also user behavior data indicators. On the one hand, they can measure the effects of various marketing methods, and on the other hand, they can reflect the effects of user operations. Including traffic scale, traffic cost, traffic quality, membership, etc., to provide a data basis for user behavior analysis. It include PV, UV, bounce rate, page visit time and CAC.
Marketing activity indicators
The marketing activity category refers to the evaluation index of the effect of the marketing activities carried out on individual categories. Due to the relatively low unit price for multiple customers in the e-commerce industry, and the long-standing concept of low online shopping prices for users, marketing activities are often needed to promote sales, and these indicators are needed to evaluate the effectiveness of the activities.
Commonly used indicators are: number of new visits, number of new registrations, new user order rate, new user customer unit price, return on investment (ROI).
Customer value indicators
Customer value is the basis for measuring profits. Different products correspond to different customer values.
- Average purchase amount per customer, also the ratio of the transaction amount to the number of users. The unit price of new users is often used as the evaluation of promotion channels and store activities.
- Customer lifetime value (CLV): refers to the sum of the benefits that each buyer may bring to the company in the future.
- Consumption frequency: The cycle can be month, quarter, year, etc., which is longer than the product’s life cycle
- Repurchase rate: The repeat purchase rate refers to the number of times consumers repeat purchases of the brand’s products or services. The more repeat purchase rate, the higher the consumer’s loyalty to the brand.
