一、运营数据 = 店铺「体检报告」：看不懂就像拿着 CT 片干瞪眼
　　1、 Operation data=store 'physical examination report': not understanding is like staring blankly with a CT scan
　　想象你开了家网店，每天看着后台数据却不知道怎么用 —— 某商家看着访客量涨了却没订单，就像拿着体检报告只知道「血压高」却不懂怎么调理。爱采购运营数据就像店铺的体检报告，这 4 步能让数据「开口说话」，告诉你哪里该「吃药」哪里该「锻炼」。
　　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：流量指标「查进店人数」
　　2、 Step 1: Traffic indicator "Number of people entering the store"
　　1. 曝光量「看广告牌效果」
　　1. Exposure "See billboard effect"
　　好比你在街头竖了块广告牌，曝光量就是有多少人看到。某卖五金工具的商家发现，关键词「扳手」的曝光量突然下降，原来是被同行用更高出价「挤」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：每周对比「核心关键词曝光趋势」，像量体温一样，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. 点击量「算进店人数」
　　2. Click count "Calculate the number of people entering the store"
　　曝光量是路过店门口的人，点击量就是推开门进来的。某卖花盆的商家把主图换成「带花的花盆」，点击量从每天 50 涨到 150，相当于以前 100 人路过 1 人进店，现在 100 人路过 3 人进店；
　　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「点击转化率 = 点击量 ÷ 曝光量」算比率，低于 2% 就该换主图，像餐馆门脸太丑要重新装修。
　　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：转化指标「查掏钱买单率」
　　3、 Step 2: Conversion Indicator "Check Payment Rate"
　　1. 咨询量「看问价人数」
　　1. Consultation volume "depends on the number of inquiries"
　　进店后问「这东西多少钱」的人越多，成交希望越大。某卖办公家具的商家在详情页加了「免费设计办公室」文案，咨询量涨了 40%，就像餐馆菜单写「免费试吃」，问的人自然多；
　　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：咨询量≠订单量，但如果咨询量突然下降，订单大概率也会少，就像餐馆没人问菜价，肯定卖不出多少。
　　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. 订单量「数收钱次数」
　　2. Order quantity "Number of times received"
　　这是最直接的指标。某卖劳保鞋的商家发现，周一到周三订单多，周四到周日少，后来改成周末搞「买一送鞋垫」活动，周末订单涨到平时的 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：把订单量按「周 / 月 / 季度」拆分，像记录每月电费一样，发现规律后就能「错峰促销」。
　　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：商品指标「查货架商品表现」
　　4、 Step 3: Product Indicator "Check the Performance of Shelf Products"
　　1. 商品访问排行「看哪些货好卖」
　　1. Product visit ranking: "See which products sell well"
　　就像超市货架，有的商品被拿起来看很多次。某卖园艺工具的商家发现，「修枝剪」的访问量是「浇水壶」的 3 倍，果断把修枝剪放到首页推荐，销量涨了 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：每周导出「TOP10 访问商品」，把不好卖的换成类似款，像超市把滞销饼干换成巧克力。
　　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「看哪些货没人要」
　　2. Product bounce rate "see which products no one wants"
　　顾客点进商品页又立刻退出的比例。某卖宠物窝的商家发现，一款窝的跳出率高达 80%，原来是详情页第一张图太暗，换成明亮的宠物在窝里的图后，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%;
　　类比：好比你进服装店，看到模特穿的衣服丑，扭头就走，商品页就是线上的「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：竞品指标「查同行做了啥」
　　5、 Step 4: Competitor Index "Check what peers have done"
　　1. 竞品曝光对比「看谁广告牌更大」
　　1. Comparison of competitor exposure: 'See who has the bigger billboard'
　　用工具查同行的关键词曝光量。某卖窗帘的商家发现，同行在「遮光窗帘」这个词上曝光量是自己的 5 倍，后来买了同款关键词，曝光量追上后订单也多了；
　　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：列个「竞品关键词清单」，像侦探一样盯紧他们买了哪些词。
　　Tip: Create a 'competitor keyword list' and closely monitor which keywords they have purchased like a detective.
　　2. 竞品详情页「看他们怎么吆喝」
　　2. Competitor details page "See how they shout"
　　偷偷看同行的详情页怎么写。某卖儿童玩具的商家发现，卖得好的同行都在详情页放「家长评价截图」，自己加上后，咨询量涨了 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：某卖保温杯的商家模仿同行在详情页加「摔杯测试」视频，转化率从 3% 升到 5%，相当于 100 人进店多卖 2 个。
　　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、数据复盘「开药方治病」
　　6、 Data review 'prescribing medication to treat diseases'
　　1. 画「数据对比表」
　　1. Draw a "Data Comparison Table"
　　像记日记一样，每周记曝光量、点击量、咨询量。某商家发现，自己的点击转化率一直是 2%，而同行能到 4%，后来发现是主图太乱，换成简洁图后追上同行；
　　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「指标 / 本周数据 / 上周数据」，红笔标下降项，绿笔标上升项。
　　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「假设测试」
　　2. Conduct "hypothesis testing"
　　比如怀疑是主图问题，就换张图试 3 天。某卖厨房用具的商家换主图后，点击量从 100 涨到 150，就证明「主图确实该换」；
　　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：每次只改一个地方，像医生换药一样，才知道哪个「药」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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