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　　一、運(yùn)營數(shù)據(jù) = 店鋪「體檢報(bào)告」：看不懂就像拿著 CT 片干瞪眼
　　1、 Operation data=store 'physical examination report': not understanding is like staring blankly with a CT scan
　　想象你開了家網(wǎng)店，每天看著后臺數(shù)據(jù)卻不知道怎么用 —— 某商家看著訪客量漲了卻沒訂單，就像拿著體檢報(bào)告只知道「血壓高」卻不懂怎么調(diào)理。愛采購運(yùn)營數(shù)據(jù)就像店鋪的體檢報(bào)告，這 4 步能讓數(shù)據(jù)「開口說話」，告訴你哪里該「吃藥」哪里該「鍛煉」。
　　Imagine opening an online store, looking at backend data every day but not knowing how to use it - a merchant seeing an increase in visitor volume but no orders, it's like holding a medical examination report only knowing "high blood pressure" but not knowing how to adjust it. Love purchasing operation data is like a physical examination report for a store, these 4 steps can make the data "speak up" and tell you where to "take medicine" and where to "exercise".
　　二、第一步：流量指標(biāo)「查進(jìn)店人數(shù)」
　　2、 Step 1: Traffic indicator "Number of people entering the store"
　　1. 曝光量「看廣告牌效果」
　　1. Exposure "See billboard effect"
　　好比你在街頭豎了塊廣告牌，曝光量就是有多少人看到。某賣五金工具的商家發(fā)現(xiàn)，關(guān)鍵詞「扳手」的曝光量突然下降，原來是被同行用更高出價(jià)「擠」到后面了；
　　It's like putting up a billboard on the street, the exposure is how many people see it. A hardware tool seller found that the exposure of the keyword "wrench" suddenly decreased, which turned out to be "squeezed" behind by peers with higher bids;
　　操作：每周對比「核心關(guān)鍵詞曝光趨勢」，像量體溫一樣，突然下降就要警惕。
　　Operation: Compare the "core keyword exposure trend" every week, like taking a temperature, and be alert if there is a sudden drop.
　　2. 點(diǎn)擊量「算進(jìn)店人數(shù)」
　　2. Click count "Calculate the number of people entering the store"
　　曝光量是路過店門口的人，點(diǎn)擊量就是推開門進(jìn)來的。某賣花盆的商家把主圖換成「帶花的花盆」，點(diǎn)擊量從每天 50 漲到 150，相當(dāng)于以前 100 人路過 1 人進(jìn)店，現(xiàn)在 100 人路過 3 人進(jìn)店；
　　The exposure is the number of people passing by the store, and the click through rate is the number of people entering by pushing open the door. A merchant selling flower pots changed the main image to "flower pots with flowers", and the daily click through rate increased from 50 to 150, which is equivalent to 100 people passing by and 1 person entering the store before, and now 100 people passing by and 3 people entering the store;

　　技巧：用「點(diǎn)擊轉(zhuǎn)化率 = 點(diǎn)擊量 ÷ 曝光量」算比率，低于 2% 就該換主圖，像餐館門臉太丑要重新裝修。
　　Tip: Use "click to conversion rate=clicks ÷ exposure" to calculate the ratio. If it is less than 2%, the main image should be changed. For example, if a restaurant's storefront is too ugly, it needs to be renovated.
　　三、第二步：轉(zhuǎn)化指標(biāo)「查掏錢買單率」
　　3、 Step 2: Conversion Indicator "Check Payment Rate"
　　1. 咨詢量「看問價(jià)人數(shù)」
　　1. Consultation volume "depends on the number of inquiries"
　　進(jìn)店后問「這東西多少錢」的人越多，成交希望越大。某賣辦公家具的商家在詳情頁加了「免費(fèi)設(shè)計(jì)辦公室」文案，咨詢量漲了 40%，就像餐館菜單寫「免費(fèi)試吃」，問的人自然多；
　　The more people ask 'how much does this thing cost' after entering the store, the greater the hope of a transaction. A business selling office furniture added a copy of "Free Office Design" on the details page, and the consultation volume increased by 40%, just like a restaurant menu that says "Free Tasting", naturally more people ask;
　　注意：咨詢量≠訂單量，但如果咨詢量突然下降，訂單大概率也會少，就像餐館沒人問菜價(jià)，肯定賣不出多少。
　　Attention: Consultation volume ≠ order volume, but if consultation volume suddenly drops, the order volume is likely to decrease, just like a restaurant where no one asks about the price of a dish, it will definitely not sell much.
　　2. 訂單量「數(shù)收錢次數(shù)」
　　2. Order quantity "Number of times received"
　　這是最直接的指標(biāo)。某賣勞保鞋的商家發(fā)現(xiàn)，周一到周三訂單多，周四到周日少，后來改成周末搞「買一送鞋墊」活動(dòng)，周末訂單漲到平時(shí)的 80%；
　　This is the most direct indicator. A seller of labor protection shoes found that there were more orders from Monday to Wednesday and fewer orders from Thursday to Sunday. Later, they changed to holding a "buy one get one free insole" activity on weekends, and weekend orders increased to 80% of usual levels;
　　分析：把訂單量按「周 / 月 / 季度」拆分，像記錄每月電費(fèi)一樣，發(fā)現(xiàn)規(guī)律后就能「錯(cuò)峰促銷」。
　　Analysis: Breaking down order volume by "week/month/quarter" is like recording monthly electricity bills, and once patterns are discovered, "off peak promotions" can be implemented.
　　四、第三步：商品指標(biāo)「查貨架商品表現(xiàn)」
　　4、 Step 3: Product Indicator "Check the Performance of Shelf Products"
　　1. 商品訪問排行「看哪些貨好賣」
　　1. Product visit ranking: "See which products sell well"
　　就像超市貨架，有的商品被拿起來看很多次。某賣園藝工具的商家發(fā)現(xiàn)，「修枝剪」的訪問量是「澆水壺」的 3 倍，果斷把修枝剪放到首頁推薦，銷量漲了 50%；
　　Just like supermarket shelves, some products are picked up and viewed many times. A merchant selling gardening tools found that the traffic to "pruning shears" was three times that of "watering kettles". They decisively recommended pruning shears on their homepage, and sales increased by 50%;
　　操作：每周導(dǎo)出「TOP10 訪問商品」，把不好賣的換成類似款，像超市把滯銷餅干換成巧克力。
　　Operation: Export the "TOP10 visited products" every week, replace the unsold ones with similar ones, like supermarkets replacing unsold cookies with chocolates.
　　2. 商品跳出率「看哪些貨沒人要」
　　2. Product bounce rate "see which products no one wants"
　　顧客點(diǎn)進(jìn)商品頁又立刻退出的比例。某賣寵物窩的商家發(fā)現(xiàn)，一款窩的跳出率高達(dá) 80%，原來是詳情頁第一張圖太暗，換成明亮的寵物在窩里的圖后，跳出率降到 30%；
　　The proportion of customers who click into the product page and immediately exit. A pet nest seller found that the bounce rate of a nest was as high as 80%. Originally, the first picture on the details page was too dark, but after replacing it with a bright picture of the pet in the nest, the bounce rate dropped to 30%;
　　類比：好比你進(jìn)服裝店，看到模特穿的衣服丑，扭頭就走，商品頁就是線上的「模特穿搭」。
　　Analogy: For example, when you enter a clothing store and see that a model is wearing ugly clothes, you turn your head and leave, and the product page is the online "model outfit".
　　五、第四步：競品指標(biāo)「查同行做了啥」
　　5、 Step 4: Competitor Index "Check what peers have done"
　　1. 競品曝光對比「看誰廣告牌更大」
　　1. Comparison of competitor exposure: 'See who has the bigger billboard'
　　用工具查同行的關(guān)鍵詞曝光量。某賣窗簾的商家發(fā)現(xiàn)，同行在「遮光窗簾」這個(gè)詞上曝光量是自己的 5 倍，后來買了同款關(guān)鍵詞，曝光量追上后訂單也多了；
　　Use tools to check the exposure of keywords in the same industry. A certain curtain seller discovered that their peers had five times the exposure of the term 'blackout curtains' compared to themselves. Later, they bought the same keyword and caught up with the exposure, resulting in more orders;
　　技巧：列個(gè)「競品關(guān)鍵詞清單」，像偵探一樣盯緊他們買了哪些詞。
　　Tip: Create a 'competitor keyword list' and closely monitor which keywords they have purchased like a detective.
　　2. 競品詳情頁「看他們怎么吆喝」
　　2. Competitor details page "See how they shout"
　　偷偷看同行的詳情頁怎么寫。某賣兒童玩具的商家發(fā)現(xiàn)，賣得好的同行都在詳情頁放「家長評價(jià)截圖」，自己加上后，咨詢量漲了 25%；
　　Secretly read how to write on the details page of peers. A seller of children's toys found that their best-selling peers had posted "parent review screenshots" on the product page. After adding them themselves, the consultation volume increased by 25%;
　　案例：某賣保溫杯的商家模仿同行在詳情頁加「摔杯測試」視頻，轉(zhuǎn)化率從 3% 升到 5%，相當(dāng)于 100 人進(jìn)店多賣 2 個(gè)。
　　Case: A merchant selling thermos cups imitated their peers and added a "cup drop test" video on the details page. The conversion rate increased from 3% to 5%, which is equivalent to 100 people selling 2 more cups in the store.
　　六、數(shù)據(jù)復(fù)盤「開藥方治病」
　　6、 Data review 'prescribing medication to treat diseases'
　　1. 畫「數(shù)據(jù)對比表」
　　1. Draw a "Data Comparison Table"
　　像記日記一樣，每周記曝光量、點(diǎn)擊量、咨詢量。某商家發(fā)現(xiàn)，自己的點(diǎn)擊轉(zhuǎn)化率一直是 2%，而同行能到 4%，后來發(fā)現(xiàn)是主圖太亂，換成簡潔圖后追上同行；
　　Like keeping a diary, record exposure, clicks, and inquiries every week. A certain merchant found that their click through conversion rate has always been 2%, while their peers can reach 4%. Later, they discovered that the main image was too messy and switched to a simple image to catch up with their peers;
　　模板：列三列「指標(biāo) / 本周數(shù)據(jù) / 上周數(shù)據(jù)」，紅筆標(biāo)下降項(xiàng)，綠筆標(biāo)上升項(xiàng)。
　　Template: Three columns of "Indicators/This Week's Data/Last Week's Data", with red markers indicating decreasing items and green markers indicating increasing items.
　　2. 做「假設(shè)測試」
　　2. Conduct "hypothesis testing"
　　比如懷疑是主圖問題，就換張圖試 3 天。某賣廚房用具的商家換主圖后，點(diǎn)擊量從 100 漲到 150，就證明「主圖確實(shí)該換」；
　　For example, if you suspect it's a problem with the main image, try using a different image for 3 days. After a merchant selling kitchen utensils changed their main image, the click through rate increased from 100 to 150, which proves that 'the main image really needs to be changed';
　　方法：每次只改一個(gè)地方，像醫(yī)生換藥一樣，才知道哪個(gè)「藥」有效。
　　Method: Only change one place at a time, like a doctor changing medicine, to know which "medicine" is effective.

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