Data is the most direct and real language. As long as you analyze and understand it, you can get the information you want. For a store, the layout and exposure of its products, access traffic, achievements, etc. are all hidden in the data. In other words, data is like a means of diagnosis and treatment for the store. By analyzing it, we can find out the shortcomings of the store, which will help sellers “prescribe the right medicine” for these shortcomings and promote the store to achieve better operations.
However, this diagnostic and treatment method, which can be described as a “cure for all diseases”, has caused headaches for many sellers. So, how can we use data analysis to achieve twice the result with half the effort? Here is a detailed analysis of this.
◆AliExpress data population
In this aspect, it needs to be discussed separately from both novices and veterans.
Those sellers who already have a certain business foundation on AliExpress usually need to pay attention to two aspects of data: one is store data, and the other is single product data. Both need to pay attention to exposure and visitor data. In addition, the former needs to pay attention to the number of views, and the latter needs to pay attention to the number of orders. These are only the data on the first level. The data on the second level are transaction volume and conversion rate.
For novice sellers, focusing on too complex data may cause them to lose confidence in it, so simpler dimensions are needed. At the same time, it is not enough to just pay attention to the data. It is best for novice sellers to collect data every day.
There are sections with different functions in AliExpress data. Next, we will give a brief introduction to them.
First of all, real-time storm, which is a real-time observation tool, is mainly used to observe the traffic dynamics of stores; secondly, product analysis, which can not only provide product data downloads for the past 30 days, but also analyze certain products. Analyze the traffic source, product conversion, transaction volume, etc. of a single product; thirdly, the store profile, which can analyze and display the store’s operating conditions, visitor distribution, core indicators and other data analysis; and then the store traffic source, which can provide relevant information The data; finally, it provides store decoration data accessed by various countries in the store.
◆How to diagnose the store through data analysis
As mentioned before, novices need a simpler dimension for data analysis. The following focuses on the novice sellers’ relationship with the store. Ideas on two levels of single product.
(1) Store level.
First of all, we have to analyze it from the exposure, number of visitors, page views and number of orders mentioned earlier.
There is a connecting bridge between the number of exposures and the number of visitors, which is the click-through rate. The platform can judge various aspects of the store’s performance based on exposure and provide display opportunities. The click-through rate is based on this exposure to obtain the buyer’s click probability. The number of visitors is the number of buyers who click to enter the store.
There is also a connecting bridge between the number of views and the number of orders, that is, the conversion rate. The number of store pages viewed by buyers after entering the store is the number of views, the conversion rate is the proportion of buyers who enter the store and successfully place orders, and the number of orders is the number of orders placed by buyers.
When analyzing data in these aspects, we can analyze it based on statistical data: If there is exposure but the number of visitors decreases, it may be caused by the end of promotional activities, limited-time discounts, etc. ; If the number of views is low, it may be that there is no store decoration with better effect. In addition, affiliate marketing is also one of the reasons; if the number of orders decreases, it may be that the promotion activity has ended.
(2) Single product level
The idea at this level is actually similar to the above idea. The exposure of a single product is the basis for its ordering. Only with continuous exposure can online single products be able to achieve rapid ordering. To maintain exposure, there must be relevant activities and certain resource cooperation. In addition, it must ensure Investment in advertising costs. In this way, the number of page views and the click-through rate of single products can be increased, thereby improving the conversion rate.
It is not difficult to find that only through-train promotion of stores can achieve results in product optimization, conversion rate improvement, and even related marketing, thereby achieving overall improvement of the store.
In order to increase the exposure of online single products, it is necessary to adjust the search keywords, and at the same time, the tracking and analysis of data cannot be relaxed. In fact, data is just a sorting process, and there is a certain process. Only by persistently analyzing the data can the store be adjusted in a timely manner to adapt to the market environment. In this way, even if there is a major turmoil, sellers can respond promptly.