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"Overview of Cross-Border Marketing (20): Visual Merchandising IV."
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"Overview of Cross-Border Marketing(20):"Visual Marketing Ⅳ"
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视觉营销成效评估指标Visual marketing effectiveness evaluation indicators
Visually guide the user's access path and affect the store's comprehensive indicators such as click-through rate and conversion rate. This article describes common process evaluation metrics in vision, including time on page, average visit depth, and loss rate.
Visual elements guide users along their path, impacting store click-through rates, conversion rates, and various overall store metrics. This article introduces commonly used process evaluation metrics in visuals, including page dwell time, average visit depth, and bounce rate.
1. Time spent on the page. Time on page refers to the amount of time a user spends on a store page or product detail page. Generally speaking, stores attract potential users through word-of-mouth or marketing, and visual merchandising may affect the probability of a visitor's second visit. A customer who stays on a page for a long time can be interpreted as interested in the content of that page, which should include a visual contribution. But longer is not always better, for example, a single page dwell is long, but the user doesn't come back, which is not what we expect. Under normal circumstances, the page dwell time is 30%~50% higher than the industry average, which is ideal.
Page dwell time refers to how long users stay on a store page or product detail page. Generally, stores attract potential users through word-of-mouth or marketing, and visual marketing can influence the likelihood of visitors returning. A longer dwell time suggests that customers are interested in the content of the page, which should include visual contributions. However, longer dwell times aren’t always better; for instance, if users spend a lot of time on a page but don’t return, that’s not what we want. Ideally, the page dwell time should be 30% to 50% higher than the industry average.
2. Skip rate. The proportion of the number of times you left after visiting only one page of the page/store/website to the total number of store visits. For example, the Home loss rate is calculated as follows: Home loss rate = only the number of visits to the page / the total number of visitors to the page × 100%.
Bounce rate. It's the percentage of visitors who leave a page/store/website after only viewing that one page. For example, the formula to calculate the homepage bounce rate is: Homepage Bounce Rate = Number of visitors who only visited this page / Total visits to this page × 100%.
Case: If the total number of visits to a store Home yesterday is 1,000 people, and the number of visits to the Home is 400, then the Home bounce rate of the store yesterday is: The bounce rate Home of a store yesterday = the number of people who only visited the store Home/the total number of visits to the store Home×100% = 400/1000×100% = 40%
Example: A store's homepage had a total of 1,000 visits yesterday, with 400 of those being people who only visited the homepage. Therefore, the homepage bounce rate for the store yesterday was: Store's homepage bounce rate yesterday = Number of people who only visited the homepage / Total visits to the homepage × 100% = 400 / 1,000 × 100% = 40%
3. Average visit depth. Average visit depth refers to the average number of pages visited in the store by visitors from a certain source after each visit, that is, the number of pages visited per person. The total number of page views over a period of time is generally counted, and then the average visit depth per capita is calculated for that time period. The average visit depth value should be in a reasonable range, and the indication is clear when it is close to 1, indicating that the page entrance visitor bounce rate is high, and the page has room for optimization. Generally, if the value is too high, it is considered bad, indicating that there are too many links between pages, and visitors need to keep redirecting, and each jump does not convert. As for how high "too high" is, it is related to various factors such as store customer flow, number of SKUs, and industry characteristics. Operators can follow up with an industry for a long time and gradually define a reasonable range of average visit depth for that industry.
Average visit depth refers to the average number of pages a visitor from a specific source views during their visit to a store. In other words, it's the average number of pages each person visits. Typically, you calculate the total page views over a certain period and then divide by the number of visitors to find the average visit depth for that time frame. The average visit depth should fall within a reasonable range; if it’s close to 1, it indicates a high bounce rate for that entry page, suggesting there’s room for improvement. Generally, if the value is too high, that’s also seen as a bad sign because it means there are too many related links between pages, causing visitors to jump around without converting on each transition. What counts as "too high" depends on various factors like store traffic, the number of SKUs, and industry characteristics. Operators can monitor a particular industry over time to gradually define a reasonable range for average visit depth in that sector.
In addition to the above indicators, detail page conversion rate, access path, and traffic source are also commonly used in visual merchandising analysis.
In addition to the above metrics, the conversion rate on product detail pages, user navigation paths, and traffic sources versus where the traffic goes are also commonly used in visual marketing analysis.
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Copywriting|Luo Shan
Typesetting|Luo Shan
Audit|zjj
Reference: Cross-border e-commerce marketing planning
Translation source: ChatGPT
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