短视频全屏页上下滑访客对支付金额的影响分析数据

短视频全屏页上下滑对支付金额的影响分析数据涵盖万相台推广访客及支付金额两个关键数据，万相台作为天猫店铺的关键指标，能具体表现出淘系店铺对智能场景访客的能力，万相台推广访客的降幅与支付金额的降幅对比结果，能够为品牌站内推广提供数据支撑，为其他同类或相关行业经营者在做预算分配上，提供数据参考，为业务增长提供数据支持。1.数据采集：数据采集公司天猫渠道系统数据2023年1-11月、2024年1-11月生意参谋数据，含渠道、来源、时间、流量来源、短视频全屏页上下滑访客、支付金额，并对敏感信息加密处理，对数据进行加工
2.算法规则：访客成交弹性系数Ed=(△Q/Q)÷(△P/P），得到访客成交弹性系数，Q代表24年1-11月短视频全屏页上下滑总访客，P代表24年1-11月总支付金额，△Q代表总访客同比变动值，△P表示总支付金额同比变动值，取访客成交弹性系数的绝对值|Ed|作为分析数据时的参考系数
3.数据分析：根据|Ed|的数值可分析短视频全屏页上下滑访客和支付金额的弹性系数。（1）|Ed|=1（推广弹性适中），说明短视频全屏页上下滑访客与支付金额变动幅度相同；（2）1<|Ed|（推广富有弹性），说明短视频全屏页上下滑访客变动幅度大于支付金额变动幅度；（3）|Ed|<1（推广缺乏弹性），说明搜索访客变动幅度小于支付金额变动变动幅度。

The dataset for the impact analysis of swiping up and down on short video full-screen pages on transaction amount covers two key metrics: Wanxiangtai promoted visitors and transaction amount. As a core performance indicator for Tmall stores, Wanxiangtai specifically reflects the capability of Taobao ecosystem stores to attract intelligent scenario-based visitors. The comparison between the decline rate of Wanxiangtai promoted visitors and that of transaction amount provides data support for brand in-site promotion, offers data references for budget allocation of other similar or related industry operators, and aids business growth.

1. Data Collection: The data was collected from Tmall channel system data and Alibaba Business Consultant data from January-November 2023 and January-November 2024, including channels, sources, time, traffic sources, short video full-screen page swipe up/down visitors, and transaction amount. Sensitive information has been encrypted, and the data has been processed.

2. Algorithm Rules: The visitor transaction elasticity coefficient Ed is calculated as Ed=(△Q/Q)÷(△P/P), where Q represents the total number of short video full-screen page swipe up/down visitors from January-November 2024, P represents the total transaction amount from January-November 2024, △Q represents the year-on-year change in total visitors, and △P represents the year-on-year change in total transaction amount. The absolute value of the visitor transaction elasticity coefficient |Ed| is taken as the reference coefficient for data analysis.

3. Data Analysis: The elasticity coefficient between short video full-screen page swipe up/down visitors and transaction amount can be analyzed based on the value of |Ed|:
(1) |Ed|=1 (moderate promotion elasticity): indicating that the change range of short video full-screen page swipe up/down visitors is consistent with that of transaction amount;
(2) 1<|Ed| (highly elastic promotion): indicating that the change range of short video full-screen page swipe up/down visitors is greater than that of transaction amount;
(3) |Ed|<1 (low elasticity promotion): indicating that the change range of short video full-screen page swipe up/down visitors is smaller than that of transaction amount.