独立站运营全攻略：从引流到转化的完整指南
PART.1 独立站运营的基本逻辑
PART.1 The Basic Logic of Independent Website Operation
独立站运营基于引流、存留和转化三个关键要素。引流是吸引目标用户访问网站的过程，通过各种推广手段和营销活动来增加网站的流量和曝光度；存留是在吸引用户到访后，让他们留下并持续关注网站内容，建立用户粘性和忠诚度；转化则是将访问者转化为实际行动，如完成购买、提交询盘或其他目标行为。
Independent website operation is based on three key elements: traffic acquisition, retention, and conversion. Traffic acquisition refers to the process of attracting target users to visit the website through various promotion methods and marketing activities to increase website traffic and exposure; retention is about keeping users engaged and continuously interested in the website content after attracting them, building user stickiness and loyalty; conversion involves turning visitors into actual actions, such as completing purchases, submitting inquiries, or other target behaviors.
PART.2 独立站运营究竟该如何进行？
PART.2 How to Operate an Independent Website Effectively?
01 明确自身定位
01 Define Your Positioning
需解决供应链、资金等问题。不能先建站，再考虑销售什么产品。若未做好资金规划，而盲目开始，往往会半途而废。
Address supply chain and funding issues first. Don't build the website before deciding what products to sell. Without proper financial planning, starting blindly often leads to failure.
02 寻找利基市场
02 Find Your Niche Market
无论是平台还是独立站，外部推广都很重要。但产品、生产和供应链才是生意的核心。在营销手段和渠道相同的情况下，最终还是要比拼产品、价格和交货期。
External promotion is important for both platforms and independent websites. However, products, production, and supply chain are the core of the business. With the same marketing methods and channels, it ultimately comes down to product quality, price, and delivery time.
03 结合不同渠道特点进行引流
03 Leverage Different Channels for Traffic Acquisition
利用 Google、Facebook、TikTok 等各大社交媒体平台，为独立站引流。
Utilize major social media platforms like Google, Facebook, and TikTok to drive traffic to your independent website.
PART.3 独立站常见运营术语
PART.3 Common Operational Terms for Independent Websites
UV（Unique Visitor）：独立访客数
UV (Unique Visitor): Number of unique visitors
PV（Page View）：页面浏览量
PV (Page View): Page views
Listing：商品展示页面
Listing: Product display page
SKU（Stock Keeping Unit）：库存单元
SKU (Stock Keeping Unit): Inventory unit
GMV（Gross Merchandise Volume）：成交总额
GMV (Gross Merchandise Volume): Total transaction volume
加购率：加入购物车人数与总访客数的比率
Add-to-Cart Rate: Ratio of users who add items to cart vs total visitors
加购转化率：购物车到实际购买的转化率
Cart Conversion Rate: Conversion rate from cart to actual purchase
Dropshipping：无货源代发模式
Dropshipping: Inventory-less fulfillment model