Анализ продаж Интернет-магазина
Количество желающих открыть свой Интернет-магазин растет с каждым днем, а некоторые платформы рассказывают, что у них на одном ip адресе находится до 5000 магазинов. То есть интерес к тематике налицо. Свой магазин – это модно, это перспективно, это недорого 
Далее, следуя моде, или потому что так умные люди говорят, владельцы собственных магазинов устанавливают расширенную систему статистики: электронную коммерцию. Еще какая-то часть может ответить на вопрос: а зачем вам это надо? И совсем маленькая часть (менее 0,1%) хоть как-то используют эту статистику для анализа продаж.
Надо отметить, что, когда разговор заходит про анализ продаж интернет-магазина, все сразу думают про Гугл Аналитикс. Но почему-то никто не вспоминает, что Яндекс Метрика давно выросла в мощную систему, которая оптимально подходит для неискушенного аналитика. Она проще, понятнее, и в то же время имеет хороший базовый функционал. Тем не менее, даже в Метрике сложно разобраться, чтобы получить минимально полезные данные для анализа ваших продаж.
Сегодня как раз и поговорим про то, как получать простые, но очень полезные отчеты из Электронной коммерции Яндекс Метрики. Причем мы не будем акцентировать внимание на отдельных товарах, а буде смотреть крупно, чтобы иметь возможность находить дыры в нашей стратегии.
Анализ продаж по географии
Первым делом, смотрим как выглядит базовый отчет Заказы. Для этого проделываем простой путь:
Нашему взору откроется картина, похожая на эту:
Важно понимать, что на данной диаграмме представлена информация по кол-ву трафика по разным каналам, по которым к нам идут покупатели. Для того, чтобы построить диаграмму по объему денег, который принес каждый канал, нам надо кликнуть по столбцу Доход. Картинка изменится:
Здесь вроде бы все понятно, ничего сложного. Мы видим трафик по каналам, видим кол-во денег, можем анализировать на предмет перекосов: выискивать те каналы, которые дают много трафика, но приносят мало денег.
Теперь имеет смысл попробовать построить такой же отчет по регионам. Посмотреть объем трафика и продаж в регионах.
Для этого есть специальная кнопка Группировки:
Откроется всплывающее окно, в котором нужно выбрать пункт Аудитория, География, Область, а другие Группировки по умолчанию удалить. Не забываем нажать кнопку Применить.
Результат будет таким:
Строить отчеты по Доходам и Визитам мы умеем. Давайте теперь сравним их. Для наглядности я их расположил рядом:
Мы видим, что 36% трафика дают нам всего 13% валовой прибыли нашего магазина. Наверняка, с этим можно что-то сделать. Трафик у нас есть, то есть покупатель к нам уже пришел, нужно просто удовлетворить его желание.
Идем дальше. Нам надо понять, какой трафик плохо конвертируется, для этого необходимо посмотреть отдельно каналы привлечения трафика. Для этого сегментируем нашу аудиторию.
Я выбрал Переходы по рекламе, т.к. это постоянные расходы и надо разобраться, насколько эффективно мы используем рекламный бюджет. Получится что-то типа такого:
Для удобства показываю две диаграммы по объему трафика и выручки с него рядом:
Явно видно, что 55% платного трафика дает нам 26% выручки. Надо разобраться, сколько денег тратится на привлечение этого трафика (посмотреть в Директе, либо отдельный отчет по Расходы, в случае если у вас настроена связка Директ-Метрика). На основе имеющихся данных уже можно делать выводы, предпринимать какие-то действия.
Анализ конверсии по типам устройств
С базовой географией более менее разобрались. Теперь стоит поговорить про конверсию, то есть посмотреть, как у нас распределяются доходы по типам устройств.
Открываем уже знакомый нам стандартный отчет, который находится по адресу Отчеты, Стандартные отчеты, Электронная коммерция, Заказы. Настраиваем Группировки: выбираем Технологии, Устройство, ставим галочку Тип устройства, удаляем группировку, которая у нас осталась с предыдущего отчета Область. Не забываем нажать Применить:
В результате получим картину распределения трафика, доходов по Типам устройств: ПК, Смартфоны, Планшены, ТВ.
Для примера я взял магазин, в котором доля мобильного трафика весьма высока. Для удобства представляю 2 диаграммы рядом: по трафику и доходам:
Видим, что, грубо говоря, 40% трафика дает 20% дохода. Давайте подробнее разберемся с конверсией. Для этого необходимо добавить дополнительную метрику в наш отчет.
Для этого в меню Метрики кликаем по Электронной коммерции и ставим галочку Количество посетителей, купивших товар:
Нажимаем Применить и смотрим:
Появился дополнительный столбец, видим, что конверсия посетителей в покупателей на ПК 2,2%, а для Смартфонов аналогичный параметр равен 0,9%. То есть фактически конверсия с мобильников в 2,5 раза ниже, чем с персональных компьютеров. Напомню, что доля мобильного трафика для данного магазина составляет 38%, и за отчетный период мобильные юзеры принесли 1 450 000 рублей. Если бы сайт был нормально адаптирован под мобильные устройства, то без дополнительных вложений в рекламу и продвижение удалось бы увеличить прибыль магазина более чем на 2 000 000 рублей!
Анализ на основе групп товаров
Третьим немаловажным вопросом является анализ конверсий и доходов по разделам магазина. Зачастую владелец магазина расставляет приоритеты по группам товаров, но они могут быть ошибочны, что приводит к не целевому расходованию рекламного бюджета.
Строим стандартный отчет Заказы, далее идем в Группировки, удаляем все имеющиеся группировки и добавляем из меню Поведение, Страница входа следующие группировки: Страница входа ур.2, ур3, ур4, ур5. Должно выглядеть вот так:
В подавляющем большинстве магазинов каталог товаров начинается не с главной страницы, а со страницы второго уровня. К примеру, чаще всего у вас главная страница каталога товаров находится по адресу: сайт.ру/каталог/, а уже группы товаров на уровень ниже: сайт.ру/каталог/веники/. Поэтому нам в Группировках не нужно выделять Страница входа ур.1.
После нажатия на кнопку Применить будет построена статистика по продажам по точкам входа на сайт:
Теперь построим 2 диаграммы, на которых будут отображены трафик и количество покупок, которые он нам приносит:
Почему стоит смотреть не Доход, а Количество покупок? Потому что у каждой группы товаров может быть своя цена, причем в некоторых магазинах товары в разных категориях отличаются по стоимости в десятки раз (например, компьютерная мышка и телевизор с диагональю в 65”).
Таким образом мы можем понять, в каких товарных группах у нас низкая конверсия. Естественно, при желании срез можно дополнительно сегментировать по источникам трафика, географии, устройствам. Это дает очень большие возможности для элементарного анализа ситуации.
P.S.
Внимательный читатель, наверное, мог заметить, что при сегментации можно выбрать 3 варианта источника: Первый источник, Последний источник и Последний значимый источник. Это актуально для магазинов, которые имеют пересекающиеся каналы продаж.
Например, по запросу Купить фен ваш сайт стоит на 1 месте в Яндексе, на 2м месте в Гугле, а еще вы даете рекламу по этому запросу в Яндекс Директе, со стратегией нахождения в спецразмещении. Т.о. пользователь может сначала найти вас через контекст, потом через органическую выдачу Яндекса, а позже уйти в Гугл и там вернуться к вам на сайт. Какому источнику, каналу продаж присвоить заслугу в приведении покупателя? Решать вам, поэтому Яндекс предоставляет вам возможности выбора.
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Пиастры - Составление семантического ядра
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Усиление ссылок трафиком
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