Many operators will focus on these points: the highest value, the lowest value, and the average value, but my focus is on the trend.
What needs to be noted when observing this type of chart is that macroscopic things will not change, while microscopic values are always fluctuating irregularly, so it can be deduced that the changing trend of the store’s performance and Amazon’s The overall sales trend in this field is similar, and its specific description is:
(1) Wednesday, U.S. time, was at the lowest sales level of the week, but it was not the lowest value.
(2) Saturday, U.S. time, is at the lowest point in sales during the week, and is likely to be the lowest.
(3) The sales figures from Sunday to Tuesday and Thursday to Friday in the United States belong to the growth period.
In summary, we have grasped the macro trend, just like the stock market has grasped the K-line. Later, we will pay attention to the changes between traffic and conversion rate. However, when analyzing micro data, there is no need to Instead of relying on line charts or other charts to observe changes as a whole, you need to conduct “one-to-one” diagnosis, such as selecting the traffic and conversion rates corresponding to several larger and smaller values in sales on that day for analysis.
(1) On August 15, the sales volume was $4215.07, the traffic was 3013, and the conversion rate was 6.94%.
(2) On August 8, the sales volume was $3749.94, the traffic was 3112, and the conversion rate was 6.59%.
(3) On August 14, the sales volume was $3779.54, the traffic was 2995, and the conversion rate was 6.14%.
(4) On August 7, the sales volume was $3171.21, the traffic was 3020, and the conversion rate was 5.93%.
In micro-data analysis, an important principle is to “control variables”, that is, try to ensure that other attributes of the data are consistent except for comparison values. The most important one is to ensure that the “day of the week” of the data is “It’s all the same. August 14th corresponds to August 7th, and August 15th corresponds to August 8th. It can be observed that the traffic itself of these two sets of data does not change much. The change is about 3%, but the average conversion in these two sets of data The rate is actually close to 10%! We might as well make a comparison. The fluctuation of the traffic itself is 3000x 3%100; when multiplying this 100 traffic with the approximate conversion rate, we can calculate 100 For each order, the revenue is about 120~180 US dollars. Then let’s calculate the increase in conversion rate by 3000 (6% , every 06% increase in conversion rate can lead to 18 orders and a revenue of 360~540 US dollars!
Based on the previously obtained macro trends, the following strategic decisions can be made for this store:
(1) Every Saturday in the United States is Amazon’s overall low period, and it is also the period of low peak competition in the industry. You can increase advertising investment and focus on improving the listing and improvement of keyword products such as “weekends and holidays”. Optimize the product introduction interface from the perspective of “weekend entertainment, relaxation, vacation, vacation”.
(2) Sunday~Tuesday, Thursday~Friday, U.S. time, are the ordering times. The focus is on the peak period of accumulated value, which is Tuesday. On Friday, you need to focus on competitor prices and industry trends.
(3) Sales volume will decrease every Wednesday in the United States. You can consider stabilizing traffic from the perspective of discounts and advertising.