2014/07_台灣2大B2B2C開店平台 & 3大C2C拍賣平台「訪客行為」與「流量表現」整理比較

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EZprice比價網繼上篇『2014/06_台灣12大電商平台「訪客行為」與「流量表現」整理比較』後,另整理「2014/07 台灣二大B2B2C開店平台 & 三大C2C拍賣平台」在SimilarWeb上「訪客行為」與「流量表現」的各項資訊。
在「訪客行為」細項中以:訪客人數、停留時間、Page Views(次)、跳出率進行探究;而「流量表現(註1)」則主要分析:推薦、直接與搜尋流量來進行統計。

Yahoo超級商城 訪客量最高   PChome商店街 搜尋流量最大

以下資料將台灣前二大開店平台與前三大拍賣平台,依照訪客人數多至少依序排列並各別統整。「訪客行為」的資料顯示,Yahoo超級商城單月的訪客量是PChome商店街的2倍以上、PChome商店街的跳出率比Yahoo超級商城高出7.55%;而在「流量表現」上可看出,Yahoo超級商城的推薦流量與PChome商店街的搜尋流量比重,均佔各流量來源的5成以上。
對於開店平台而言,停留時間、PV和跳出率的高低,與商品數、店家數、店家商品屬性、UI流程介面以及商品/店家易搜度等均有關係。實際成效狀況,當然還需搭配轉換率的表現進一步了解。

開店平台03

露天拍賣 訪客逛最久看最多   淘寶網台灣 跳出率高達7成

在三大拍賣平台中,露天拍賣單月訪客量達2,940多萬,居三者最多外,訪客也是逛最久看最多的;而淘寶網台灣在訪客跳出率的表現,超過7成,進一步了解發現,部分原因是淘寶網台灣的網頁設計是直接轉跳大陸淘寶,進而形成跳出率偏高的結果。
三業者的流量來源,均以直接流量為最多,又以露天拍賣的流量來源較平均;而在搜尋流量數據中,Yahoo拍賣的表現僅有6.41%個位數佔比。
拍賣平台03
註1:SimilarWeb流量統計包含:推薦流量、直接流量、搜尋流量(自然與付費)、社群流量、郵件與廣告。其中由於社群、郵件與廣告的流量在購物網站的流量來源佔比偏少,故以前三大來源為主要探討方向。 
註2:SimilarWeb目前監測與統計是以web流量為主要來源
註3:名詞定義請參照以下原文解說,資料來源:SimilarWeb、Google Help
預估訪客(Estimated Visits):
What are visits?
Visits are the basic unit behind SimilarWeb’s web insights and the basis for most of SimilarWeb’s measurements. A visit is defined as an entry to web domain from a different web domain or from the beginning of an empty browsing session, and expires after 30 minutes of inactivity. During the duration of the visit, activity occurring within the domain, for example, clicking on articles and pictures, are measured as page-views. SimilarWeb’s definition of a visit is identical to Google Analytics’ definition and means SimilarWeb can be used to make direct comparisons with the most popular analytics suite on the market.
推薦流量(Referring Traffic):
Who is sending traffic to this site?
Follow the paths of web traffic to find out the popular websites where user journeys begin and where they lead. Finding which are the leading websites referring traffic to your competitors is a great way to discover business leads and opportunities. These could be affiliates, press or partner sites which might also be relevant to your website.
直接流量(Direct Traffic):
The information in this report lets you see which of your URLs are the most popular destinations for direct traffic: which URLs people can easily remember (e.g., google.com), which addresses appear most often in auto-completion, or which of your pages are bookmarked the most.
搜尋流量(Search Traffic):
How is this website found on search engines?
Find out the most important keywords for any site and the ratio of Organic versus Paid search traffic. Keywords are essential to understand what people are searching for before landing to a site but SimilarWeb goes beyond showing leading organic and paid keywords, letting you see the ratio of traffic coming from paid versus organic searches. This tool will help you see how good or bad is a website’s SEO and find out if they are investing significantly on paid traffic as a part of their traffic strategy.
 
 
 

繼12大電商平台後....【台灣2大開店平台 & 3大拍賣平台「訪客行為」與「流量表現」整理比較】2014上半年「電商平台」「開店平台」「拍賣平台」三者在web流量表現&訪客行為上,大家還觀察到什麼?!

Posted by EZprice公關室 on Tuesday, August 12, 2014

 
 


 



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