Analysis of cross-border e-commerce independent station traffic and conversion indicators

In the operation process of cross-border e-commerce independent websites, traffic and conversion rate indicators are crucial. These indicators not only reflect the operation status of the website, but also help managers understand user dynamics.

Classification of traffic indicators

Traffic indicators can be divided into traffic quantity indicators, traffic quality indicators and traffic conversion indicators. Specifically:

Traffic quantity indicator

Traffic quantity indicators include the following aspects:

• Page Views (PV): This is a common metric for website traffic and refers to the number of times a user requests a page of content. Each request for HTML content is counted as a PV.
• Visitors (UV): Refers to the number of unique users who visit a website and is an important measure of unique visitors.
• Visits: Represents the total number of times a user visits a website within a specific period of time. For example, within a month, if a website has 3 UVs, 90 visits, and a total PV of 180, it means that these users visited a total of 180 pages.

Usually, users of many independent websites only visit once in a month, so the values ​​​​of UV and Visits may be relatively close, but they are essentially different.

Traffic conversion indicators

Traffic conversion metrics include conversions and conversion rates:

• Conversions: Refers to the number of unique visitors reaching the conversion target page.
• Conversion Rate: Calculated as Conversion Rate = (Conversions – Clicks) x 100%. It represents the percentage of completed conversion actions to the total number of clicks within a statistical period. Improving conversion rates is the core of measuring whether a website is profitable.

For example, if 10 users see a certain search promotion result, 5 users click and jump to the target page, and 5 of them convert, then the conversion rate of the promotion result is 100%.

Strategy for indicator application

In order to increase traffic and conversion rates, managers need to continuously test different marketing strategies, such as newsletter subscriptions, download links or membership registration buttons. Through traffic data analysis in different periods, managers can find the correlation between traffic and website content, such as which advertising spaces or promotion methods are more attractive to users.

To sum up, understanding and managing the traffic and conversion rate indicators of cross-border e-commerce independent stations will lay the foundation for the successful operation of the website.