引言 .............................................................................................................1

第1章 流量篇 ................................................................................................7
1.1 流量來源分析詳解 ......................................................................................................8
1.1.1 店鋪流量來源總覽 ...........................................................................................8
1.1.2 站內流量（免費流量、付費流量和老客戶流量） .....................................10
1.1.3 站外流量 .........................................................................................................14
1.1.4 關於流量的小結 .............................................................................................15
1.2 優化流量的精準！讓每一分錢花在刀刃上 ............................................................16
1.2.1 付費直通車流量跟精準的分析優化案例 .....................................................16
1.2.2 老客戶流量數據分析優化案例 .....................................................................18
1.2.3 按天流量分析優化案例 .................................................................................20
1.2.4 按地域流量分析案例 .....................................................................................24

第2章 成交轉化率 .....................................................................................31
2.1 成交轉化漏洞理論介紹 ............................................................................................32
2.2 店鋪指標對成交轉化率的影響 ................................................................................34
2.2.1 網店頁麵組成 .................................................................................................34
2.2.2 登錄頁麵及跳失率 .........................................................................................37
2.2.3 齣店頁麵及齣店率 .........................................................................................41
2.2.4 首頁及需要關注的指標 .................................................................................43
2.2.5 寶貝頁及需要關注的指標 .............................................................................44
2.2.6 分類頁及需要關注的指標 .............................................................................46
2.2.7 自定義頁及需要關注的指標 .........................................................................49
2.2.8 搜索頁及需要關注的指標 .............................................................................49
2.2.9 訪客來源對轉化率的細分 .............................................................................51
2.2.10 訪客地區對成交轉化率的細分 ...................................................................54
2.2.11 新老客戶的成交轉化率差異 .......................................................................56
2.2.12 靜默轉化率 ...................................................................................................56
2.2.13 旺旺谘詢轉化率 ...........................................................................................56
2.2.14 訂單支付率 ...................................................................................................57
2.3 淘寶店鋪轉化率優化 ................................................................................................58
2.3.1 店鋪優化轉化率思路 .....................................................................................59
2.3.2 店鋪轉化率因素歸類 .....................................................................................60
2.3.3 查看數據魔方中的數據指標 .........................................................................62
2.3.4 查看量子恒道統計中的數據指標 .................................................................64
2.3.5 裝修數據的記錄 .............................................................................................66
2.4 店鋪頁麵裝修因素 ....................................................................................................67
2.4.1 轉化率頁麵因素優化流程 .............................................................................67
2.4.2 店鋪首頁裝修分析 .........................................................................................68
2.4.3 寶貝頁麵裝修分析 .........................................................................................70
2.4.4 寶貝頁麵裝修分析數據記錄 .........................................................................75
2.5 問題寶貝的轉化率 ....................................................................................................76
2.5.1 問題寶貝優化流程 .........................................................................................77
2.5.2 落單寶貝的優化流程 .....................................................................................78
2.5.3 客戶流失分析 .................................................................................................79
2.6 自然流量轉化率 ........................................................................................................87
2.6.1 淘寶站內的免費流量 .....................................................................................87
2.6.2 自然流量關鍵詞因素 .....................................................................................89
2.6.3 自然流量關鍵詞優化流程 .............................................................................89
2.6.4 自然流量關鍵詞優化案例 .............................................................................90
2.7 付費流量轉化率 ........................................................................................................92
2.7.1 付費流量關鍵詞優化流程 .............................................................................92
2.7.2 付費流量關鍵詞優化案例 .............................................................................93
2.8 店鋪商品整體歸類因素 ............................................................................................96

第3章 客單價 ............................................................................................99
3.1 客單價 ......................................................................................................................100
3.2 日均客單價 .............................................................................................................101
3.2.1 影響日均客單價的三個因素 .......................................................................101
3.2.2 關聯營銷那些事 ...........................................................................................102
3.3.3 寶貝定價那些事 ...........................................................................................115
3.2.4 訂單中同一寶貝的重復購買 .......................................................................120
3.3 購買頻次 ..................................................................................................................121
3.3.1 客戶滿意度 ...................................................................................................123
3.3.2 重復購買 .......................................................................................................126
3.3.3 品牌認知的融入 ...........................................................................................136
3.3.4 建立全麵的客戶關係管理體係 ...................................................................137

第4章 網店數據部門的運營 ....................................................................141
4.1 淘寶網店數據分析部門的工作內容與工作職能 ..................................................142
4.1.1 淘寶網店數據分析部門的工作內容 ...........................................................142
4.1.2 淘寶網店數據分析部門的工作職能 ...........................................................144
4.2 網店數據分析部門的運營模式 ..............................................................................144
4.3 行業數據分析工作 ..................................................................................................145
4.3.1 店鋪推廣策略 ...............................................................................................149
4.3.2 推廣策略 .......................................................................................................149
4.3.3 推廣執行方案 ...............................................................................................150
4.3.4 商品發布方案 ...............................................................................................150
4.3.5 店鋪促銷活動方案 .......................................................................................152
4.3.6 店鋪裝修方案 ...............................................................................................152
4.3.7 廣告投放策略 ...............................................................................................153
4.4 店鋪數據分析 ..........................................................................................................154
4.5 數據部門運營的注意事項 ......................................................................................163
4.5.1 數據分析工作需要長期堅持 .......................................................................163
4.5.2 數據的保存和保護 .......................................................................................163
4.6 章節小結 ..................................................................................................................163
4.7 實例：“小也香水”店鋪數據分析部門運營實例 ..............................................164
4.7.1 數據團隊的架構以及崗位設置 ...................................................................164
4.7.2 小也數據團隊的崗位設置及對應職能 .......................................................165
4.7.3 小也數據團隊的工作流程 ...........................................................................166
4.7.4 小也數據團隊的數據保密製度 ...................................................................168

第5章 案例分享 ........................................................................................171
附錄1 網店數據工具錶格 .........................................................................181
附錄2 數據化營銷軟件工具錶 ...............................................................201
附錄3 指標和術語 ..................................................................................205
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