【案例】外卖商家必看：拆解 3 大核心数据，让订单收入实现指数级增长

Core Insights - The article highlights the challenges faced by businesses in the competitive food delivery market, particularly the struggle of being busy without substantial profits due to a lack of data analysis capabilities [1] Group 1: Traffic Conversion Optimization - "Three rates and one volume" (entry conversion rate, order conversion rate, repurchase rate, and exposure volume) are critical indicators for assessing store traffic health [2] - A specific merchant's exposure volume was 14,772 times, below the top 10% average of 24,721 times in the business district, indicating a need for promotional efforts if exposure falls below 1,000 times [2] - The merchant's entry conversion rate was 8.1%, lower than the top 10% average of 9.16%, suggesting issues in attracting clicks, potentially due to unappealing store visuals or unclear names [2] Group 2: Customer Profile Analysis - Understanding customer profiles is essential for developing targeted marketing strategies, with 57.2% of customers being members and 42.8% non-members, indicating potential for price adjustments [9] - The gender distribution shows 28.6% male and 69.4% female customers, suggesting a need for larger portion sizes to cater to male customers [9] - The repurchase rate is a key indicator of customer loyalty, with 70.1% of customers being repeat buyers, but the business needs to improve new customer acquisition [10] Group 3: Repurchase Data Insights - The age group of 30-39 years constitutes 45.8% of customers, indicating a focus on food safety and dining environment in marketing [12] - The primary ordering location is in white-collar areas, where customers prioritize cost-effectiveness, suggesting the need for value-oriented meal combinations [12] Group 4: Data-Driven Operations - Operational data is crucial for merchants to understand their performance and strategize for growth, allowing for targeted optimization strategies based on traffic, customer profiles, and repurchase rates [14]