Different e-commerce platforms have different rules, which leads to different store management indicator systems. Alibaba International Station, as a cross-border B2B trading platform, has a long conversion cycle from store traffic to orders. Therefore, it is impossible to directly count the input-output ratio of the website like B2C websites. At present, store management indicators are generally divided into operation-side data and business-side data.
1. Operation-side indicator system
The operation-side indicator system mainly includes the early stages from the introduction of website traffic to the inquiry sent by customers. The core indicators are divided into exposure, clicks, store visitors, feedback, click-through rate, conversion rate, TM consultation number, average inquiry response time, etc. The definitions of these data can be found in the relevant content of this series of textbooks “Cross-border E-commerce Store B2B Data Operation”.
Merchants choose various marketing tools for promotion, which can be directly reflected in the exposure and store visitors. The store’s exposure, visitor number, and payment number indicators are like an inverted triangle funnel. The more traffic imported at the top, the more inquiries or orders produced at the bottom. Therefore, operations need to pay attention to the conversion rate at each level.
Each industry has a specific conversion rate (industry average or experience value). For example, a certain industry uses a click-through rate greater than 1% and a conversion rate greater than 5% as a basic measurement standard. If a store’s click-through rate and conversion rate are higher than the standard, it means that the store’s products meet the needs of buyers and have good results. If the click-through rate and conversion rate are lower than the standard, it means that the store’s products do not meet the needs of buyers, then the traffic introduced in the early stage will be lost in large quantities. It is necessary to optimize the store’s products first to lay a good foundation for traffic acceptance.
2. Business-side indicator system
Business-side indicators mainly include the link from inquiry to order transaction. The main indicators include the number of credit insurance orders, the amount of credit insurance orders, the number of paying buyers, the payment conversion rate, the repurchase rate, the on-time delivery rate, and the number of buyer evaluations.
The payment conversion rate is an important indicator for the store, which is used to measure the ratio of the number of page visit customers to the number of paying customers. The biggest influencing factor from inquiry to order transaction is the communication and service ability of the salesperson when facing the customer. The payment conversion rate of salespersons with strong communication and service capabilities is higher.
The on-time delivery rate and buyer evaluation mainly reflect the overall service capabilities of the store. If buyers are satisfied with the supplier’s service, on-time delivery and product quality, the store’s repurchase rate will also increase, and ultimately form a higher customer loyalty.