What are the specific indicators for App operations?

1. Understand the traffic diversion capacity of each channel and evaluate the quality of the channel;

How much traffic does each channel bring? What is the registration conversion rate of traffic from different channels? What is the purchase conversion rate after traffic from different channels? How is the retention of users brought by different channels? How much traffic do different keywords have? What are the bounce rates of different landing pages ? etc.

(2) Gaining insights into users’ shopping experience;

During the user's shopping process, an important factor affecting purchase conversion is the shopping experience. How to improve the user's purchasing experience is directly related to the development of the product and is the premise and foundation for product market development. Companies hope to discover points that can be optimized from product details, specifically focusing on: What are the conversion rates of different product purchase paths? Where are the main drop-off points in the path to purchase? How is the quality of product and service? Is user feedback responded to in a timely manner? etc.

(3) Evaluate the effectiveness of station operation positions;

The management of the effectiveness of on-site operation positions is an important part of operation management , and it is also an important reference for the operation team to conduct resource evaluation, effect optimization and content review. Prior to this, companies mainly used business data to support operational effectiveness evaluation. Comparison of traffic clicks from different operation positions, subsequent conversion rates of traffic from different operation positions, length of time spent on visiting product detail pages, whether purchases are made, etc.; by understanding the effects of different operation positions, determine how to allocate resources at different locations in future operations.

4. Gain insights into product sales.

All product and operational improvements of Company B ultimately come back to the sales of goods. So which category of goods is selling better? What kind of product pages are frequently visited by buyers? Which product pages are visited most frequently by users? Were these items ultimately purchased? Which categories, brands or products have high purchase conversion rates during the user decision-making period?

I take the core indicators of the e-commerce industry that I came into contact with while working at Sensors Data as an example. This industry generally pays attention to the following indicators, which are detailed below.

1. Overall Operational Indicators

Number of active users, number of new users, total number of orders, visit-to-order conversion rate, GMV, sales amount, average order value, gross profit, gross profit margin

Traffic indicators

Number of new users and page visits

2. User Acquisition Cost

Bounce rate, page visit duration, average page visits per person

Number of registered members, number of active members, active member rate, average number of purchases by members, member repurchase rate, member retention rate

3. Sales Indicators

Number of times added to shopping cart, number of buyers who added to shopping cart, number of items added to shopping cart, shopping cart payment conversion rate

Number of orders, order amount, number of buyers, browsing-to-order conversion rate

Payment amount, number of paying buyers, number of paid products, browsing-paying buyer conversion rate, ordering-paying buyer conversion rate

Number of successful/failed orders, successful/failed transaction amounts, number of successful/failed buyers, number of successful/failed products, number of refund orders, refund amounts, refund rates

4. Customer Value Indicators

Cumulative number of purchasing customers and average order value

Number of new customers, cost of acquiring new customers, average order value of new customers

Consumption frequency, last purchase time, consumption amount, repeat purchase rate

5. Marketing Activity Indicators

New visitors, new registrations, total visits, number of orders, order conversion rate

ROI

Refined operational analysis is a need for every enterprise. The above e-commerce data analysis needs and indicators that should be paid attention to are the author’s summary of his work at Sensors Data . I hope the above answers are helpful to you.