3.成交转化率分析

成交转化率分析The

analysisoftransactionconversion主讲：谭娅Thelecturer:YaTan转化率定义Thedefinitionofconversionrate消费者从访问到支付的过程又称为成交转化，成交转化率直接决定着店铺销售额的高低。Thetransactionconversionreferstotheprocessstartingfromaconsumer’svisittopayment.Transactionconversionratedirectlydeterminesthesalesoutcomeofthisshop.计算公式为：转化率=支付人数÷访客数×100%。Thecomputationformulate:Conversionrate=thenumberofpayers÷visitors×100%.在生意参谋“首页”功能板块下的“整体看板”版块中，可以查看指定期间的店铺成交转化率数据。Inthe“overallview"sectionunderthefunctionsectiononBusinessAdvisor“homepage”,wecancheckdatarelatedtothetransactionconversionrateoftheshopinthespecificperiodoftime.2一、成交转化率

A.Transactionconversionrate转化漏斗模型可以在消费者访问店铺到最终成交的各个环节，一层层过滤转化人数，以便分析各个环节的转化情况，其模型如图所示。TransactionConversionFunnelModelexistsinallphasesfromtheconsumer’sentrytotheshoptotheultimatetransaction,filteringthenumberoflostconsumers.Inthisway,wecananalyzetheconversionsineachphase,justlikethemodelinthepictureshows.3二、成交转化漏斗模型B.TransactionConversionFunnelModel成交转化率订单支付率静默转化率旺旺咨询转化率有效入店率成交转化率订单支付率静默转化率成交转化率订单支付率旺旺咨询转化率静默转化率成交转化率订单支付率有效入店率旺旺咨询转化率静默转化率成交转化率订单支付率成交转化率的漏斗模型TransactionConversionFunnelModel

旺旺咨询转化率静默转化率旺旺咨询转化率订单支付率静默转化率旺旺咨询转化率成交转化率Transactionconversionrate订单支付率Orderpaymentrate静默转化率Silentconversionrate有效入店率Validentryrate旺旺咨询转化率Alitalkconsultingconversionrate解读成交转化漏斗模型InterpretTransactionConversionFunnelModel有效入店人数是指访问网店的至少两个页面才离开的访客数，其中包括访客到达网店时，直接点击收藏网店或者是宝贝、阿里旺旺咨询、加入购物车和立即购买；出店页面是指访客在访问网店时的最后一个页面。Validshopentryratereferstothenumberofvisitorswhovisitatleasttwo

webpagesoftheonlineshopbeforeleaving,

Itincludesthenumberofvisitorswhodirectlyclick

ShopCollectionorProductCollectionattheirarrival,

consultthroughAlitalk,

addtheproducttotheirshoppingcartsorbuyimmediately.Theconsumer’slastpageviewstandsforthelastwebpageviewedbythevisitor.网店访客数=有效入店人数+跳失人数Shopvisits=numberofvalidshopvisitors+bouncerate有效入店率=有效入店人数/网店访客数Validshopentryrate=numberofvalidshopvisitors/numberofonlineshopvisitors出店率=出店人次/出店页面浏览量Exitrate=numberofvisitorsleft

/

pageviewsbeforetheirleaving41.有效入店率1.Validshopentryrate解读成交转化漏斗模型InterpretTransactionConversionFunnelModel

①页面的流量占比a.Thepercentageofpagetraffic首页作为整个网店的门面，也是流量的中转站，但是首页的流量占比不宜过高，因为交易主要是在宝贝页完成的。

Homepageisthefaceofthewholeonlineshop,aswellasthetraffictransit.Butthetrafficratioofthehomepageshouldnotbetoohigh,astransactionismainlycompletedontheproductwebpage.因此，首页流量占比为15%左右，而宝贝页流量至少应占50%，分类页作为网店宝贝列表导航页，分类页流量占比为20%左右，搜索页主要是为了方便买家快速找到自己想买的宝贝，所以搜索页流量约为全店流量的10%。自定义页是指淘宝网店自定义设置的页面（绍品牌故事、导购服务流程以及售后服务），流量一般情况为5%左右。Thus,iftherateofhomepagetrafficisaround15%,thatoftheproductwebpagetrafficshouldatleastbe50%.Theproductclassificationwebpageworksastheproductnavigationpage.Thetrafficrateofthispageis20%orso.Thesearchpageisforbuyers’conveniencetofindtheirdesiredproductsrapidly,sothetrafficrateofthispageis10%.Self-definedwebpageistheawebpagewhereTaobaosellercandefineandsetthecontentontheirown(introducingtheirbrandstory,serviceguidanceprocess,andafter-saleservice).Thetrafficrateofthatisabout5%.不同页面的流量占比Thetrafficratesofdifferentwebpages

解读成交转化漏斗模型InterpretTransactionConversionFunnelModeltheresthomepageproductclassificationpagesearchpageself-definedpageproductpage

②页面平均停留时间b.Averagetimeconsumedononewebpage

页面平均停留时间是指访客浏览某个页面所花费的平均时长。Theaveragetimeconsumingononewebpagereferstotheaveragetimethatavisitorspentinbrowsingacertainpage.整个页面的停留时间越长，表明页面对访客的黏性越强，页面为访客提供的信息和服务就越多，页面存在的潜在成交访客就越多。Thelongeravisitorstaysonacertainpage,thestrongerstickinessofthispagetothecustomeritshowsandthemoreinformationandservicecanbeprovidedtothecustomer.Meanwhile,themorepotentialtransactionscontributedbythispagewillbemade.但是并非所有的页面的平均停留时间越长越好。宝贝页的平均停留时间越长，潜在的成交转化率越高。However,itdoesnotmeanthatforallwebpages,thelongerthevisitorstay,thebetter.Itistheaveragetimespentonwebpagebrowsingthatcounts.Thelongertheaveragetimeis,thehigherpotentialconversionratewillbe.首页的设置应该简洁大方，操作性强，当买家在访问首页的时候，能在第一时间内找到想要买的宝贝。Thesettingofthehomepageshouldbeconciseandeasytooperate.Whenbuyersvisitit,theycanfindtheirdesiredproductatthefirstsight.页面平均停留时间Theaveragetimeconsumedononepage解读成交转化漏斗模型InterpretTransactionConversionFunnelModelproductclassificationpageproductpagehomepageself-definedpagesearchpagetherest两家网店的首页入店率对比图Thecomparisonoftwoonlineshops’homepageentryratesA网店的首页

ThehomepageofonlineshopAB网店的首页ThehomepageofonlineshopB②页面平均停留时间b.Averagetimeconsumingononewebpage不同的装修风格会直接影响有效入店率,淘宝卖家需优化首页的设计和装修，吸引更多的买家入店访问。Differentdecorationstylescandirectlyaffectvalidshopentryrate.Thus,Taobaosellersmustoptimizethedesignanddecorationofthehomepagetoattractmorebuyers’visits.解读成交转化漏斗模型InterpretTransactionConversionFunnelModelShopAShopB③出店率c.Exitrate出店率是指出店人次与某个页面的总浏览量的比值。Exitratereferstotheproportionofthepopulationofpeoplewhoexittheshoptothepageviewsofacertainwebpage.出店率这一数据指标直接反映了某个页面对访客的吸引力和黏性。Exitrate,thisdataindexdirectlyreflectstheattractivenessandstickinessofthiswebpagetovisitors.某个页面的出店率越高，说明绝大多数的访客是从页面离开的，该页面对访客的吸引力和黏性较差。Ahighpageexitraterepresentsthatmostvisitorsleftfromthispage.Therefore,theattractivenessandstickinessofthispageisrelativelylower.网店的出店率Exitrateofanonlineshop

解读成交转化漏斗模型InterpretTransactionConversionFunnelModelTherestSearchpageSelf-definedpageProductpageProductclassificationpageThehomepage消费者在访问店铺或商品的过程中，如果产生了疑问，会直接选择与店铺客服进行交流沟通，当客服有效地解决了消费者的问题后，往往会提升商品的成交转化。Inthecourseofshopvisiting,consumerswillchoosetocommunicatewithshopserviceconsultantsdirectlyiftheyhaveanyproblems.Iftheclientserviceeffectivelysolvetheproblem,theproductconversionrateusuallywillrise.这一环节不仅涉及到咨询转化率这个数据，还会涉及咨询率数据，它们的计算公式分别如下。Thisstagenotonlyinvolveswithconsultingconversionratebutalsoconsultingrate.Theformulationisasfollows:92.咨询转化率B.Consultingconversionrate咨询率=咨询人数÷访客数Consultingrate=numberofpeoplewhoconsulted÷numberofvisitors咨询转化率=咨询成交人数÷咨询人数Consultingconversionrate=numberofpeoplewhoconsultedandpaid÷numberofpeoplewhoconsulted=咨询成交人数÷（访客数×咨询率）

=numberofpeoplewhopaid÷(numberofvisitors×consultingrate)不同行业咨询转化率Consultingrateindifferentindustries

解读成交转化漏斗模型InterpretTransactionConversionFunnelModelclothingluggageandbagscosmeticsshoesandbootsinfants&momdigitalproductsfurnishings平均访问深度是指访客一次性连续访问淘宝网店的页面数，即每次会话浏览的页面数量；平均访问深度是指访客平均每次连续访问网店的页面数。Averagevisitdepthreferstothecontinuouspageviewsduringavisittotheonlineshop,namelythepageviewsinonesession.Averagevisitdepthshowsthenumberofpagesthatavisitorcontinuouslyvisitinoneonlineshopinavisit.卖家应该优化网店的各个页面，提升买家的访问深度，尽量提升宝贝页的访问深度，因为宝贝的成交主要集中在宝贝页。Sellersshouldoptimizeallaspectsofthewebsitetoenhancebuyers’visitdepth,especiallythevisitdepthoftheproductwebpage.Thatisbecauseproducttransactionisusuallymadeontheproductwebpage.解读成交转化漏斗模型InterpretTransactionConversionFunnelModeldailyaveragevaluetodayyesterdayweek-on-week旺旺咨询转化率是指通过阿里旺旺咨询客服成交的人数与咨询总人数的比值，Alitalkconsultingconversionratereferstotheproportionofthepopulationthatpaidaftertheconsultationwithclientservicetothetotalpopulationofconsultationusers.即：旺旺咨询率=旺旺咨询人数/访客总数；旺旺咨询转化率=旺旺咨询成交人数/旺旺咨询总人数Alitalkconsultingrate=Alitalkconsultants/visitorsAlitalkconsultingconversionrate=populationthatpaidaftertheAlitalkconsultation/numberofAlitalkconsultationusers当买家的访问深度得到提升的同时，网店的旺旺咨询率和旺旺咨询转化率也会相应提高。TheAlitalkconsultingrateandAlitalkconsultingconversionratewillincreasewhenthebuyervisitdepthincreases.解读成交转化漏斗模型InterpretTransactionConversionFunnelModel静默转化率指消费者访问店铺后，没有咨询客服而直接下单购买的消费者人数与访客数的比率。Silentconversionratereferstotheproportionofthenumberofvisitorswhodirectlypurchasedproductswithoutconsultationaftertheenteringtheshoptothenumberoftotalvisitors.一般来说，新消费者的静默转化率低于老消费者，因为新消费者对店铺的商品款式、质量、服务、信誉等都不了解，基本上不会贸然下单交易。Generallyspeaking,newconsumers’silentconversionrateislowerthanthatoftheregularconsumersbecausetheformerareunfamiliarwiththeproductstyles,quality,service,andcreditsotheywillnotmakeadealeasily.对于这类店铺而言，继续优化和改善商品和服务，并加强对老消费者和会员管理，能够进一步促进静默转化率的提升。Forsuchtypeofshops,keepingoptimizingandimprovingproductsandserviceaswellasthemanagementofregularconsumersandmemberscanfurtherincreasethesilentconversionrate.123.静默转化率C.Silentconversionrate解读成交转化漏斗模型InterpretTransactionConversionFunnelModel网店访客的类型Differenttypesoftheonlineshopvisitors访客类型Typesofvisitors浏览量pageviews访客数visitors回访客占比Returnvisitorratio回头客占比Repurchasecustomerratio静默转化率Silent

conversion

rate老客户Regularconsumers52630142.45%40.13%60.49%其他Therest103346912.13%7.61%1.26%自主访问的新客户Newcustomersviauniquevisits61134620.42%17.56%21.34%网店的买家类型构成图老客户（2次购买及以上）是静默成交访客人数的主力军。因为这类买家已经对网店非常认可，不管是商品的质量，还是客服的态度以及物流的及时性，这部分买家再次购买的时候通常不会再咨询客服，而直接完成交易。老客户老客户其他类型的访客可能包含了由老客户带来的新客户，老客户把网店推荐给周围亲友，直接有效地提升了网店的静默转化率。解读成交转化漏斗模型订单支付率指的是订单金额与成交金额之比。Orderpaymentratereferstotheproportionoforderamounttothetransactionrevenue.有的消费者在店铺下单后，会因为各种原因迟迟没有付款成交，未付款订单就会影响店铺的订单支付率，订单支付率与成交转化直接相关，Someconsumersplaceanorderintheshopbutdelaythepaymentduetovariousreasons.Theunpaidorderswillaffecttheorderpaymentratethatisdirectlyrelatedtotransactionconversion.一般来说，通过购物车、已买到的宝贝、收藏等途径访问店铺的消费者都具有明确的购物目的，其订单支付率会比较高。Ingeneral,thecustomerswhovisittheshopviashoppingcarts,purchaseditems,favorites,etc.haveaclearshoppingintentionsotheirorderpaymentrateisrelativelyhigh.154.订单支付率4.Orderpaymentrate访客来源浏览量访客数订单金额/元成交金额/元订单支付率购物车256912996398.754215.4265.88%购买记录8217363156.883034.1296.11%收藏夹479923287941.395879.6374.04%淘宝付费推广314510522349.111464.1262.32%淘宝其他页面1531527163.4556.3734.49%站外访问89931280.1832.4640.48%解读成交转化漏斗模型InterpretTransactionConversionFunnelModelvisitspageviewsvisitsourcesorderamount/yuanturnover/yuanorderpaymentrateshoppingcartpurchaserecordcollections/favoritesTaobaopaidpromotionotherpagesonTaobaooff-sitevisits成交转化率是转化漏斗模型的最后一个环节，它能够准确反映出店铺的整个成交转化情况。Transactionconversionrateisthelastlinkofthetransformationfunnelmodelthataccuratelyreflectstheentiretransactionconversionstatusoftheshop.如果成交转化率过低，就可以利用转化漏斗进行反推，查看哪个或哪些环节出了问题，然后进行解决，最终才能提升成交转化率。Ifthetransactionconversionrateistoolow,youcanusetheconversionfunneltocalculatebackwardtocheckwhichlinkorlinkswentwrong.Andthen,youwillknowhowtosolveit.Then,youcanimprovethetransactionconversionrate.165.成交转化率e.Transactionconversionrate解读成交转化漏斗模型InterpretTransactionConversionFunnelModel

影响转化的因素Factorsaffectingconversion消费者搜索到商品后，首先解除的就是主图。Aftertheconsumerssearchedoutthedesiredproduct,theyfirstviewthemainimages.优秀的主流效果吸引流量，增加点击率，甚至直接影响消费者的购买行为。High-qualitymainimagesdraintrafficflow,increaseclicks,andevenaffectconsumers’purchasebehavior.影响主图效果的因素比较多，精美的拍摄效果、合适的模特展示、精确的卖点文案、恰当的排版等都可以有效提升主图的质量。Manyfactorscanimpacttheeffectsandqualityofthemainimages,includingthephotoshootingeffect,demonstrationbyaptmodels,theprecisionofsellingfocusesincopywriting,appropriateedition,andsoforth.171.主图a.Mainimages主图浏览量PV访客数UV有效入店率成交转化率优化前167962721.45%9.23%优化后3560174945.72%38.46%MainimagesPageviews(PV)Visits(UV)ValidentryrateTransactionconversionrateBeforeoptimizationAfteroptimization消费者认可主图效果或者被主图吸引后，很自然地就会查看该商品的价格。Ifconsumersappreciatethemainimageeffectorisattracted,theywillnaturallycheckthepriceoftheproduct.商品价格通常显示在主图的左下角，方便消费者查看和对比。Theproductpriceisusuallydisplayedonthebottomleftcorner,aplacetocheckandcomparepriceseasily.价格是商品竞争力最直接的体现，特别是相同商品之间进行竞争时，消费者通常会选择价格更低的商品。Priceisthemostobviousmanifestationofaproductcompetition,especiallywhencomparingwithpeerproducts.Theconsumersoftenwillchoosethesameproductwithlowerprice.182.价格b.Price网店定价/元浏览量PV访客数UV宝贝页平均停留时间/秒成交转化率甲882389166414633.16%乙8913448017812.53%

影响转化的因素FactorsaffectingconversionOnlineshopsPrice(yuan)Pageviews(PV)AveragetimeconsumedononepageTransactionconversionrateABVisits(UV)

影响转化的因素Factorsaffectingconversion店铺首页就像店铺的“门面”，代表着店铺的整体的品质和格调。Thehomepageoftheshopislikethe"face"oftheshop,representingtheoverallqualityandstyleoftheshop.很多消费者进店访问时，会跳转到店铺首页查看商品分类，此时，良好的店铺首页效果更利于刺激消费者的购买欲。Whenconsumersvisittheshop,theywilljumpto

theshophomepagetoviewthe