Open the Wish backend homepage, and the data display is mainly divided into three parts.
The first part consists of seven types of data.
The second part consists of four types of statistical data.
In addition to these two parts of data, there are five curve charts for comparison and reference.
In general, the data on the merchant homepage covers the consumer feedback, financial situation, account logistics data performance, staged sales and traffic performance of the account. Among them, the first part of the data is more important for merchants and needs to be understood, paid attention to and followed up.
The following content will explain the meaning of these data respectively.
1. The first part of the data
First, let’s look at the first three items of the first part of the data.
Data 1 is the average order rating of the store, which shows the comprehensive feedback of consumers on the store’s products, logistics timeliness, and after-sales service after the store sells the products. The data is divided into one to five stars. The closer the store evaluation is to five stars, the more satisfied the consumer is with the merchant’s comprehensive service. Click the “Click to view rating” link below this data to see the detailed customer evaluation star number and content. Through the details page of the evaluation, you can see the situation of each evaluation, and you can also click the “Actions” drop-down menu in the figure to contact the user.
Regarding the relevant content of customer evaluation, you can also view it through the “Performance” → “Rating Performance” menu.
Data 2 and Data 3 reflect the current financial situation of the store. Data 2 is the amount that the store will receive on the next transfer date, and Data 3 is the amount that has been deposited in the store due to unsuccessful delivery. The amounts are all calculated in US dollars. According to the situation of the day, the data will change every day, reflecting the capital flow of the entire store during this period of time.
The date in the data is the date when the store will receive the above amount from the Wish platform.
Click the “More Details” link below the date to see the order details page that makes up the amount in the above figure.
Click the Order ID (the part indicated by the arrow) to further view the logistics details and loan release description of a single order. Click the tracking number (the data on the right side of the third row of the table) to view the detailed data of the logistics tracking information.
On the order amount details page, the value in the box indicates the refund order. Click the corresponding OrderID to view the specific situation of the refund order and the reason for the refund.
Merchants can understand all the data of the refund order in detail, and can also determine whether to file a complaint for this order based on the logistics tracking information.
Next, the last four items of the first part of the data are introduced. These four data mainly describe the order processing and logistics timeliness of the store within a specified week. They have a direct impact on the store’s traffic, so they need to be paid special attention to in daily store operations.
The definitions of these four data can be viewed by clicking the position indicated by the arrow in the upper right corner.
Data 4 refers to the proportion of all orders with valid tracking numbers within the date range below. The indicator requirements for this data can be viewed through the “Performance”-“Logistics Performance” menu. The current requirement is that the proportion of orders with tracking numbers must reach more than 95%. If this proportion is below 80%, it is necessary to further analyze the reasons in detail through the data in “Logistics Performance” and adjust the logistics plan in time.
Among them, the valid tracking number is the tracking number provided by the logistics carrier officially recognized by Wish. Merchants can check the online status of the tracking number in the historical orders two to three days after uploading the tracking number. If the icon indicated by the arrow appears, it means that the order tracking number is officially recognized by Wish.
Data 5 shows the proportion of orders that have been confirmed to be received within one week 8 to 9 weeks ago. At present, Wish has not yet formulated corresponding standards for this data. There are currently two ways to confirm that the order has been completed and the user has received the goods. The first is that the tracking number shows that it has been delivered.
The order sent is a registered order, using a logistics method with tracking information. When the logistics information is updated to “Delivered”, this order will be counted as a confirmed order.
Although the other one uses ordinary mail delivery (that is, no tracking information), after the user receives the goods, he actively helps to confirm that the order has been completed under the email reminder of Wish customer service. When the user confirms that the goods have been received, the order will also be counted as a confirmed order.
Data 6 is the time taken to confirm order fulfillment, which refers to the average time from placing an order to confirming order completion. The order time here refers to the order date when the user places an order and passes the Wish risk control review. You can view it by clicking the “Order” → “Unprocessed” menu.
The order completion date is based on the date when the tracking number uploaded by the merchant is confirmed by the system. The symbol indicated by the arrow indicates that the number has been confirmed by the system.
Currently, the Wish platform has strict requirements on this data. Among the logistics performance indicators, there are three data related to this indicator, namely the average time to complete the declaration, the average time to confirm order fulfillment, and the delayed delivery rate. The average time to complete the declaration refers to the average time from the user placing an order to the merchant confirming the shipment in the background. The Wish background stipulates that it is best to complete it within 48 hours. The average time to confirm order fulfillment refers to the average time from the user placing an order to the order tracking number being confirmed by the system. The delayed delivery rate refers to the proportion of orders in the week that have not confirmed the tracking number within 120 hours. If this proportion exceeds 20% stipulated by Wish for several consecutive weeks, the merchant is at risk of being suspended from trading. And we can see that Wish will provide traffic support for stores that can complete delivery quickly. This is particularly important for each store, especially the new store.
The specific control method for this data involves logistics, order processing and other processes.
Data 7 is the arrival time, which refers to the average time required from placing an order to confirming that the goods have been received. The value of this time point can be confirmed by comparing the calculation method of data 5 and data 6.
The arrival time has a direct impact on the consumer’s shopping conversion rate. Users can directly see this data on the page. The arrival time has a great impact on whether the consumer finally buys.
Since the first part of the data often needs to be monitored and targeted in operational adjustments in daily store operations, it is necessary to have a clear understanding of its concept.
2. The second part of the data
Data 1 and data 2 show the total number of views and total sales accumulated to the current date.
Data 1 is the total number of views as of the set time.
Data 3 and data 4 refer to the number of views and sales in the past 7 days.
The second part of the data mainly provides data for the store sales side, and further analyzes the sales side data.
For the above-mentioned first and second parts of the data, merchants need to analyze the problems reflected by the data in daily operations and adjust specific operations.
For example, for consumer evaluations, it is easy to find 1-3 star evaluations in the evaluation details.
Summarize them every week, and find more detailed data on the “Product Performance” page. By analyzing these data, the packaging, transportation, and product quality of the product can be optimized in a targeted manner.
You can also check the “Product Feedback” column, find 1-3 star evaluations from the filter column, and optimize the marketing of single products based on consumer evaluations.
Data 2 and Data 3 are data about the store’s funds. As core data in e-commerce operations, the capital operations they represent are very important for the long-term development of the store. When the store is in a stage of rapid development, funds will continue to be deposited in the store. When the store is in a normal development stage, if the logistics plan can be adjusted in accordance with Wish’s loan policy, the ratio between the amount of money to be loaned, the monthly loan amount, and the monthly sales should be roughly 1:1:1. Therefore, on the loan day in the middle of each month (or the 7th or 21st), a simple data statistics can be done to see the current operation status.
(3) For data 4, 5, 6, and 7 in the first part of the data, it is necessary to combine the specific data in “Logistics Performance” to optimize and count.
(4) For the sales and traffic in the second part of the data, the statistical method can be slightly changed.
Change the statistical summary based on weeks to monthly or quarterly units, so that the performance of the store in a longer period of time can be more intuitively seen, and at the same time, a suitable time period can be redefined for the store operation plan.