UV: Unique Visitors, or visitors (unique visitors). UV for Taobao online stores cannot be accumulated or subtracted. You must follow the order I mentioned. If the order is messed up, it won't make sense! Therefore, for Crown stores, on the basis of having over 100 items:
IPV: Product detail page PVs, also known as Detail PV. The page URL contains the keyword "item-detail".
Firstly, do you all understand the main metrics of Taobao? What I am going to talk about today are these metrics. The value of data is infinite, and one day you will realize this. If I don't tell you now, you might regret it later.
When the quantity of products reaches a certain amount, these indicators can sufficiently explain issues. You can clearly calculate where your store needs improvement through these indicators. It may look beautiful in your eyes, but among the hundreds of millions of buyers on Taobao, how many people have exactly the same taste as you?
Why do we calculate this way? When buyers enter the store, it generates store UV. Therefore, whether this part is done well or not can be seen by dividing your store UV by IPV_UV. This ratio can show whether several aspects of your product description are properly handled. The reference value for this ratio is 0.6. So, everyone should not think that writing too much is tiring and hard work. Success or failure depends on these factors.
Today's topic is about the relationship between various data in the store and the problems behind each data point.
Of course, some categories require a higher number of products.
These four indicators must be based on the number of products.
If this ratio is less than 1, it means your main image, title, and price are not well done, so buyers won't click.
At this time, what you need to improve are the main image, title, and price.
Everyone always asks: I've already listed my items, and the decoration of my Taobao store looks great, but why there is no traffic, right?
Firstly, the number of our products should not be less than 100 pieces.
It's the problem with the item description!
If you don't understand the meaning of these data points and the problems they indicate when opening a Taobao store, you will soon be eliminated from the market.
So, what you think is beautiful, others may not necessarily find it beautiful. At this moment, data is the most convincing.
I just said that each product is an entrance to the store, so we need to guide buyers into the store through individual products.
The reference values of these data points are extracted by our experienced Taobao data analysts from merchants who sell an average of 2000 items per day. If you can achieve such data, your store has succeeded.
Each product in our store is an entrance to our store.
Main image, title, price. After improving these, buyers come to click. At this point, we find that there are many viewers, but after viewing, they leave without making a purchase. Why?
This is the key to the conversion rate of individual products!
When you, as a buyer, want to buy something and search results show a large number of options, which product would you choose? Isn't it the one with an attractive main image, a good title, and a reasonable price?
How to describe will be covered in future courses. Today, I will teach you how to analyze data.
IPV UV: Visitors (unique visitors) who have browsed the product detail page.
You need to add some related product information in the single product description, allowing buyers to see other products in your store and stimulate their desire.
Just relying on the description of a single product to let buyers purchase that item is not enough; we hope that buyers buy more.
Divide your IPV_uv by the number of your products.
You can also use some free tools like "Free Shipping" or "Bundle Discounts" to encourage buyers to consider purchasing multiple items.
At this moment, we need to divide our PV by the store UV. If this data is greater than 2, it means that each person entering your store clicks at least twice (excluding pagination of products). If you can achieve this data, it indicates that your store decoration is good.
First, you need to check your IPV_uv.
After successfully guiding buyers into the store, can we know if they generally like the store's decoration? If they like the store's decoration, they will naturally look at our products and buy more.
This is based on the average value of comprehensive categories.