KR100943479B1 - Method and apparatus for calculating purchase conversion rate based on net visitor number - Google Patents

Abstract

PURPOSE: A purchase conversion ratio method of calculation based on a sequent connection and an apparatus thereof various statistics about a website of a sequent connection are provided to produce an exact sequent connection regardless of the times in which the same connector terminal connects to the website. CONSTITUTION: A connector terminal connecting to a website is discriminated(S501). A connection history recording unit especially records the connection history the connector terminal(S502). A statistics calculating unit produces a network visitor number based on the recorded connection history(S503). In case the purchase completion page of the website is loaded in the connector terminal, the connection history recording unit records the purchase change over history of the connector terminal(S504). The statistics output unit produces the purchase conversion ratio based on the sequent connection inside embroidery(S505).

Description

METHOD AND APPARATUS FOR CALCULATING PURCHASE CONVERSION RATE BASED ON NET VISITOR NUMBER}

The present invention relates to a method and apparatus for calculating a conversion rate, and more particularly, to a method and apparatus for calculating a conversion rate based on the number of unique users of a website for electronic commerce.

When an Internet user visits a specific website on the Internet, a web server that operates the website automatically stores information such as the visitor's IP address and the number of accesses. This is called log information.

The operator of the web site analyzes this log information so that the visitor's behavior on the web server, such as the number of visits, the number of visits, and the page views of his web site, that is, how many of the visitors were pure visitors, You can identify the characteristics and behaviors of users who visit your website, such as whether you have visited the site or not.

In particular, in the case of an e-commerce website, the number of visits representing the number of visitors to the website and the number of purchase conversions representing the number of buyers who purchase the item among the visitors are important data for efficiently managing the website. It is used.

However, the conventional technology merely shows the cumulative number of accesses of all the visitors who access the web site, and does not distinguish the case where the same visitor accesses the web site multiple times. Since it is not possible to distinguish the case of purchasing more than, there was a problem that the statistical calculation results using the number of visits and the number of purchase conversion is unreliable.

For example, if a website has 100 total accesses and 10 purchase conversions, then the website will have a 10% conversion rate, but if the same person actually purchased all 10 times, The purchase conversion rate based on the actual number of unique visitors is much less than 10%, which is very different from the above-described purchase conversion rate of 10%.

In addition, although the total number of connections is 100, in fact, one person may have accessed more than a few dozen times, so it is not possible to know exactly how many unique users, that is, unique users, are connected except when the website is repeatedly accessed. .

In order to solve the above problems of the prior art, the present invention provides a method and apparatus for identifying a visitor terminal connected to a website, and calculating the number of unique accessors based on the access history recorded for each visitor terminal.

The present invention also provides a method and apparatus for calculating various statistics on a web site using the number of unique users.

The objects of the present invention are not limited to the above-mentioned objects, and other objects that are not mentioned will be clearly understood from the following description.

In order to achieve the above object, the purchase conversion rate calculation method based on the number of unique visitors of the web site according to an aspect of the present invention, (a) to identify the visitor terminal connected to the web site to record the access history for each visitor terminal (B) calculating the number of unique accessors based on the access history, (c) recording the purchase conversion history of the accessor terminal when the purchase completion page of the web site is loaded in the accessor terminal; (d) calculating a purchase conversion rate based on the number of unique users and whether the purchase conversion is performed.

In order to achieve the above object, according to another aspect of the present invention, the purchase conversion rate calculation apparatus based on the number of net visitors of the website, a visitor terminal identification unit for identifying the visitor terminal connected to the website, the connection history for each visitor terminal Record, but if the purchase completion page of the web site is loaded in the visitor terminal, a connection history recorder for recording the purchase conversion history of the visitor terminal, calculates the number of unique accessors based on the access history, the net accessor And a statistical calculator configured to calculate a purchase conversion rate based on the number and the purchase conversion history.

Specific details for achieving the above object will be apparent with reference to the embodiments described below in detail with the accompanying drawings.

However, the present invention is not limited to the embodiments disclosed below, but may be configured in different forms, and the present embodiments are intended to complete the disclosure of the present invention and to provide general knowledge in the technical field to which the present invention belongs. It is provided to fully inform those who have the scope of the invention.

According to one of the above-described problem solving means of the method and apparatus for calculating the conversion rate of purchase based on the number of unique users of the web site of the present invention, it is possible to calculate the exact number of unique users regardless of the number of times the same user terminal accesses the web site. .

In addition, various conversion statistics, such as purchase conversion rate, purchase conversion rate by access order, purchase conversion rate by inflow keyword, purchase conversion rate by inflow site, and re-visit period by access number, may be provided.

DETAILED DESCRIPTION Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art may easily implement the present invention.

As those skilled in the art would realize, the described embodiments may be modified in various different ways, all without departing from the spirit or scope of the present invention.

In the drawings, parts irrelevant to the description are omitted in order to clearly describe the present invention, and like reference numerals designate like parts throughout the specification.

For reference, in the entire specification, when a part is "connected" to another part, it is not only "directly connected" but also "electrically connected" with another element in between. Also includes.

In addition, when a part is said to "include" a certain component, which means that it may further include other components, except to exclude other components unless otherwise stated.

Hereinafter, with reference to the accompanying configuration diagram or processing flow chart, it will be described in detail for the practice of the present invention.

1 is a diagram illustrating an outline of a purchase conversion rate calculation system based on the number of unique visitors of a web site according to an embodiment of the present invention.

According to an embodiment of the present invention, a system for calculating a conversion rate based on the number of unique visitors of a website may include a visitor terminal 110, an advertiser (operator's) website 120, an access statistics server 130, and a website operator (advertiser). Terminal 140 is included.

First, the visitor terminal 110 accesses a portal site (not shown) provided by a portal site server (not shown), inputs a search word, and is referred to as cost per click (hereinafter referred to as CPC) provided according to a search result. Method) or a banner advertisement or URL address linked to the advertiser's website 120 to access the advertiser's website 120, and directly enters the URL address into a web browser installed in the visitor terminal 110. To access the advertiser's web site 120. To this end, the visitor terminal 110 has an IP address for accessing the Internet, and a web browser for internet browsing is installed.

Here, the accessor terminal 110 and the operator terminal 140 to be described later include a desktop computer, a laptop computer, a laptop computer, and a personal portable terminal. The portable terminal is a wireless communication device that guarantees portability and mobility. Personal Communication System (PCS), Global System for Mobile communications (GSM), Personal Digital Cellular (PDC), Personal Digital Assistant (PDA), Code Division Multiple Access (CDMA) -2000, W-Code Division Multiple Access And handheld based wireless communication devices of all kinds such as Wibro (Wireless Broadband Internet) terminals.

Meanwhile, the advertiser's web site 120 accesses the portal site provided by the portal site server (not shown), enters a search word, and clicks the CPC advertisement or URL address provided according to the search result. Alternatively, the banner advertisement exposed on the portal site may be clicked to access the web site, or may be directly accessed by entering a URL address in a web browser installed on the visitor terminal 110.

In addition, a script for generating access statistics for log analysis may be inserted into the advertiser's web site 120. For reference, the advertiser's web site 120 includes a web site that enables e-commerce in which goods are sold and purchased online. The above-mentioned 'goods' may include, for example, 'household goods' sold in supermarkets. It is meant to include intangibles, such as hair cut services provided by beauty salons and hair salons, and car wash services provided by car washes.

Hereinafter, the advertiser's web site 120 will be referred to as a web site 120, but the present invention is not limited thereto.

Meanwhile, the access statistics server 130 identifies the visitor terminal 110 connected to the web site 120 and records the access history for each visitor terminal 110. To this end, the access statistics server 130 assigns a unique ID to each visitor terminal 110, and the unique ID assigned to the accessor terminal 110 may include cookies, user data using user data behavior, and user data. The data may be stored in any one of the flash data using the shared object class of the Macromedia Flash.

As described above, the accessor terminal 110 may be identified by reading a unique ID of the accessor terminal 110 accessing the website 120 through a script for generating access statistics included in the website 120. .

In addition, the connection statistics server 130 may include the number of times of connection of the visitor terminal 110, the purchase conversion order, the connection holding time, the information on the inflow site, the inflow keyword, the connection start time and the connection end time in association with the extracted ID. Save the connection history to DB.

If the visitor terminal 110 including the unique ID reconnects to the website 120, the access statistics server 130 accumulates and stores the access history of the visitor terminal 110 in the DB 131. Through one process, the number of unique users can be calculated based on the access history accumulated in the DB.

Therefore, in calculating the number of times of access to a web site, it is possible to distinguish the case where the same user accesses a plurality of times, and thus accurate statistics calculation is possible based on the number of times of a unique user's connection.

In addition, when the visitor purchases a product and the purchase completion page of the web site 120 is loaded on the visitor terminal 110, the access statistics server 130 records the purchase conversion history of the visitor terminal 110. Store in In this case, the purchase conversion history stored in the DB may be a purchase conversion order of the first purchase of the product by the accessor accessing the corresponding website 120.

For example, if the visitor A accesses the website 120 a total of 10 times, and the first time the product is purchased when the user accesses the fourth round, the purchase conversion order of the visitor A is the fourth round. .

Using the number of unique visitors and the access history as described above, the access statistics server 130 may provide various access statistics information such as a purchase conversion rate for each order of purchase, a purchase conversion rate for each inflow keyword, a purchase conversion rate for each inflow site, and a visit cycle for each access number. Can be calculated.

Meanwhile, the operator terminal 140 may access the access statistics server 130 and inquire the access statistics information as described above for the access terminal 110 connected to the web site 120.

For reference, the operator terminal 140 may download an application installation file for access statistics inquiry from the access statistics server 130 and execute the downloaded application installation file to install it.

Thereafter, the operator terminal 140 downloads the updated connection statistics log from the connection statistics server 130 when the installed application is executed or periodically during the execution of the installed application, and based on this, the operator may obtain the desired connection statistics information. You can also create it and display it on the screen.

The visitor terminal 110, the website 120, the access statistics server 130, and the operator terminal 140 may include a local area network (LAN), a wide area network (WAN), or a value-added communication network ( Wired networks such as Value Added Networks (VANs), or any kind of wireless such as mobile radio communication networks, satellite networks, Bluetooth, Wireless Broadband Internet (Wibro), High Speed Downlink Packet Access (HSDPA), etc. It can be implemented in a network.

2 is a block diagram illustrating a configuration of a connection statistics server 130 that calculates a purchase conversion rate based on the number of unique visitors of a web site according to an embodiment of the present invention.

The access statistics server 130 according to an embodiment of the present invention includes a visitor terminal identification unit 131, a connection history recording unit 132, and a statistics calculation unit 133.

For reference, the components illustrated in FIG. 2 according to an embodiment of the present invention mean software components or hardware components such as a field programmable gate array (FPGA) or an application specific integrated circuit (ASIC), and perform predetermined roles. .

However, 'components' are not meant to be limited to software or hardware, and each component may be configured to be in an addressable storage medium or may be configured to reproduce one or more processors.

Thus, as an example, a component may include components such as software components, object-oriented software components, class components, and task components, and processes, functions, properties, procedures, and subs. Routines, segments of program code, drivers, firmware, microcode, circuits, data, databases, data structures, tables, arrays, and variables.

Components and the functionality provided within those components may be combined into a smaller number of components or further separated into additional components.

Referring to the components of the connection statistics server 130 in more detail, first, the accessor terminal identification unit 131 identifies the accessor terminal 110 that accesses the web site 120. To this end, the visitor terminal identification unit 131 assigns a unique ID to each visitor terminal 110. The unique ID given to the visitor terminal 110 is a user data using cookies and user data behavior. And flash data using a shared object class of Macromedia Flash.

For reference, the storage capacity of the user data is about 1MB, and the storage capacity of the flash data is about 100KB. In addition, there is no limit to the number of items that can be stored in the flash data, and if the storage capacity is exceeded, the capacity can be increased up to 512KB through the user's consent. Therefore, when the storage capacity is exceeded, previously stored data is pushed back. Problems can be prevented. In addition, Flash data has a security advantage because data sharing between independent swf is prohibited.

In addition, the user data and the flash data do not support deletion and retrieval in a web browser, and there is an advantage in that they are not deleted, changed or inquired by an antivirus.

If the accessor terminal 110 having a unique ID is connected to the web site 120, the accessor terminal identification unit 131 may access the accessor terminal 110 through a script for generating access statistics included in the web site 120. By reading the unique ID stored in the) it can identify the accessor terminal (110).

In addition, the visitor terminal identification unit 131 accesses the website 120 using the IP of the visitor terminal 110 connected to the website 120 or the MAC address of the visitor terminal. 110 may be identified.

On the other hand, the connection history recorder 132 records (stores) a connection history of accessing the web site 120 for each visitor terminal 110. Here, the access history includes the number of times of access of the visitor terminal 110 to the web site 120, a purchase switching order, a connection holding time, information on an inflow site, an inflow keyword, an access start time, and an access end time.

Hereinafter, the connection history will be described in detail with reference to FIGS. 3A and 3B.

3A and 3B illustrate a configuration of a DB in which a connection history is stored according to an embodiment of the present invention.

For reference, it is assumed that the connection history recording unit 132 records the connection history in the DB shown in FIGS. 3A and 3B using the recording unit of the connection history as the monthly unit.

First, in FIG. 3A, a DB 310 storing a connection history according to an embodiment of the present invention has a unique ID 311, a connection number 312, a purchase conversion order 313, and a connection maintained assigned to a visitor terminal. One or more of time 314, incoming site information 315, and incoming keyword 316.

For reference, since the unique ID 311 assigned to the accessor terminal 110 has been described while describing the accessor terminal identification unit 131, it will be omitted for convenience of description.

First, the number of times of connection 312 is a number of times that the visitor terminal 110 accesses the web site 120, and the connection history recorder 132 may record the number of times of connection 312 in preset units. For example, if the recording unit of the number of accesses 312 is a daily unit, the access history recording unit 132 accumulates and records the number of times the corresponding access terminal 110 accesses the web site 120 during the day.

If the recording unit of the number of accesses 312 is monthly, the access history recording unit 132 may accumulate and record the number of times the access terminal 110 accesses the web site 120 for one month. Therefore, the recording unit of the connection count 312 is not limited to the embodiment of the present invention.

On the other hand, the purchase conversion order 313 of the access history is the order that the first purchase of the product among the number of times the visitor terminal 110 accesses the website 120, the connection history recorder 132, When the purchase completion page of the website 120 is loaded in the visitor terminal 110, the purchase conversion order of the visitor terminal 110 is recorded.

For example, if the visitor A accesses the website 120 a total of 10 times, and the first time the product is purchased when the user accesses the fourth round, the purchase conversion order of the visitor A is the fourth round. .

On the other hand, the connection holding time 314 of the connection history accumulates the time until the visitor terminal 110 accesses the web site 120 and terminates the connection, and is displayed in minutes, for example, 165 minutes. It may be displayed in units of hours and minutes, such as 2 hours and 45 minutes, or in units of days, hours, and minutes, such as 2 hours, 3 hours and 10 minutes.

In addition, the information 315 on the inflow site in the access history is information on the site before accessing the web site 120, and may be, for example, a site name or a URL address.

On the other hand, the inflow keyword 316 in the access history is a search word entered in the search box for accessing the web site 120 after the visitor terminal 110 accesses a site providing a search function such as a portal site. It is possible to know which keyword the terminal 110 enters to access the web site 120.

On the other hand, the DB 320 stored in the connection history according to an embodiment of the present invention, shown in Figure 3b is a unique ID 321, connection order 322, the connection start time ( 323 and the connection termination time 324.

Here, the connection order 322 is the order in which the visitor terminal 110 connected to the web site 120, and the connection start time is 323, the time when the visitor terminal 110 connected to the web site at the connection order. to be. The connection end time 324 is a time when the visitor terminal 110 terminates the connection of the web site in the corresponding connection order.

On the other hand, the statistical calculation unit 133 calculates the number of unique users based on the connection history as described above. As shown in FIGS. 3A and 3B, since the access history is stored for each accessor terminal in the access history DB, the statistical calculator 133 may calculate the number of unique accessors within a preset period from the total number of accessors accumulated up to now. Can be calculated.

Here, the period set in advance is a recording unit of the number of accesses for setting whether to calculate the number of net accessors on a daily basis or the number of net accessors on a monthly basis, as described with reference to FIG. 3A.

In addition, the statistical calculation unit 133 may calculate the purchase conversion rate based on the number of unique users and whether or not the purchase conversion (that is, the purchase conversion order).

The traditional formula for calculating the conversion rate (percent) is

이다. 여기에서, 총 접속자 수는 동일 접속자가 복수 회에 걸쳐 접속하는 경우를 구분하지 않은 모든 접속자의 접속 횟수를 누적한 것이 고, 구매자 수 역시 동일 접속자가 2회 이상 구매하는 경우를 구분하지 않은 구매 횟수를 누적한 것이므로 정확한 구매 전환율의 산출이 불가능했다.

to be. Here, the total number of visitors is a cumulative number of accesses of all users who do not distinguish the case where the same visitor connects multiple times, and the number of purchasers who do not distinguish the case where the same visitor purchases more than once Is a cumulative, it was not possible to calculate the exact conversion rate.

However, the statistical calculation unit 133 according to the embodiment of the present invention excludes the case where the same connection is connected multiple times based on the connection history as described above (that is, when the same connection is connected multiple times). Even if it counts the number of unique users who have determined this as a single connection, and does not purchase more than one time among the unique users (that is, even if the same user purchases more than two times), Know the number of buyers.

Therefore, the purchase conversion rate (percentage) according to the embodiment of the present invention is

[Equation 1]

이며, 동일 접속자가 복수 회에 걸쳐 접속하거나 동일 접속자가 2회 이상 구매하는 경우에도 이를 구분함으로써 정확한 구매 전환율을 산출할 수 있다.

When the same accessor connects multiple times or the same accessor purchases two or more times, the same purchaser can calculate the accurate purchase conversion rate.

In addition, the statistical calculator 133 may calculate a purchase conversion rate for each connection order based on the number of unique users and the purchase conversion order.

For example, the first purchase conversion rate (percentage) for the first time a user visits the website 120 and purchases a product is

[Equation 2]

을 통해 산출할 수 있고,

Can be calculated through

The purchase conversion rate (percentage) for the second round of purchases where the product is purchased on the second round of the website 120 is

[Equation 3]

을 통해 산출할 수 있으며,

Can be calculated from

Web site 120 purchase conversion rate (percentage) per n times of purchases

[Equation 4]

을 통해 산출할 수 있다.

It can be calculated through

In addition, the statistical calculator 133 may calculate a purchase conversion rate for each inflow keyword by using the inflow keyword among the number of unique visitors and the access history.

In other words, the purchase conversion rate (in percentage) for each incoming keyword is

[Equation 5]

을 통해 산출할 수 있다.

It can be calculated through

In this manner, the statistical calculation unit 133 may calculate the purchase conversion rate for each inflow site by using the number of unique visitors and information on the inflow site among the access history. The re-visit period for each connection count may be calculated using the order connection start time and the connection end time.

In addition to the above-described purchase conversion rate calculation, various statistics can be calculated using the number of unique users and the connection history according to the embodiment of the person skilled in the art, and thus, the type of statistical calculation using the number of unique users and the connection history is limited to the embodiment of the present invention. If the method of calculating the statistics using the number of unique users and the access history, it should be understood that it is included in the scope of the present invention.

4 is a diagram illustrating a purchase conversion rate and other statistical results for each inflow keyword based on the number of unique visitors of a web site according to an embodiment of the present invention.

In the case of the flower delivery keyword which is the first inflow keyword, the total number of connection is 100, but the number of unique visitors is 50. That is, it can be seen that there is an accessor who visited the web site more than once with the keyword flower delivery.

In addition, although the purchase conversion rate of 10% is calculated in a total of 100 times of the total number of connection, the purchase conversion rate is calculated based on the number of unique visitors according to an embodiment of the present invention. Since the number of unique buyers and 8 unique buyers actually purchased the product, we can see that the actual conversion rate is 16%.

On the other hand, in the case of flower basket keyword which is the second inflow keyword, the total number of connection is 72 times, but the number of unique visitors is 20, and there is a visitor who has accessed the web site more than 3 times by the keyword flower basket. Able to know.

In addition, although the purchase conversion rate of the total number of purchases is 72, the purchase conversion rate of 12% is calculated in a total of 6 times. Number of unique buyers and 5 unique buyers who actually purchased the product, we can see that the actual conversion rate is 25%.

5 is a flowchart illustrating a process of calculating a purchase conversion rate based on the number of unique visitors of a web site according to an embodiment of the present invention.

For convenience of description, the configuration of the system illustrated in FIG. 1 and the components of the connection statistics server 130 illustrated in FIG. 2 will be described.

First, the visitor terminal identification unit 131 identifies the visitor terminal 110 connected to the web site 120 (S501).

In this case, the identification of the visitor terminal 110 is performed by using the cookie of the visitor terminal 110, user data using user data behavior, and flash data using a shared object class of Macromedia Flash. A unique ID stored in any one of them may be used, and in addition, the website 120 may be accessed using the IP of the visitor terminal 110 connected to the website 120 or the MAC address of the visitor terminal. It is also possible to identify the visitor terminal 110 to access the.

After step S501, the access history recording unit 132 records the access history for each accessor terminal (S502).

Here, the access history includes the number of times of access by the visitor terminal 110 to the website 120, purchase conversion order, connection maintenance time, information on the inflow site, inflow keyword, access start time and access end time, and the like. .

A detailed description of the access history is the same as the content described with reference to FIGS. 3A and 3B and will be omitted.

After step S502, the statistical calculation unit 133 calculates the number of unique users based on the connection history recorded in step S502 (S503).

In this case, the calculated number of unique users is the number of actual users except the case where the same user accesses a web site a plurality of times.

After the step S503, when the visitor purchases the product and the purchase completion page of the website 120 is loaded in the visitor terminal 110, the access history recorder 132 records the purchase conversion history of the visitor terminal 110. (S504).

In this case, the recorded purchase conversion history may be a purchase conversion order of the first purchase of the product by the accessor accessing the corresponding website 120.

For example, if the visitor A accesses the web site 120 a total of 10 times, and the first time the product is purchased when the user accesses the fourth round, the visitor A converts the purchase, that is, the purchase conversion. The order is four rounds.

After step S504, the statistical calculator 133 calculates a purchase conversion rate based on the number of unique users and the purchase conversion order (S505).

At this time, the statistical calculation unit 133, in addition to the purchase conversion rate based on the number of unique visitors and whether the purchase conversion or not, in addition to the number of unique visitors and access history, the conversion rate per purchase, purchase inflow rate by inflow keyword, purchase conversion rate by inflow site, and the number of accesses Various statistical information, such as the re-visit period for each access number, can be calculated.

The foregoing description of the present invention is intended for illustration, and it will be understood by those skilled in the art that the present invention may be easily modified in other specific forms without changing the technical spirit or essential features of the present invention. will be.

It is therefore to be understood that the above-described embodiments are illustrative in all aspects and not restrictive.

For example, each component described as a single type may be implemented in a distributed manner, and similarly, components described as distributed may be implemented in a combined form.

The scope of the present invention is shown by the following claims rather than the above description, and all changes or modifications derived from the meaning and scope of the claims and their equivalents should be construed as being included in the scope of the present invention. do.

1 is a diagram illustrating an outline of a purchase conversion rate calculation system based on the number of unique visitors of a web site according to an embodiment of the present invention.

FIG. 2 is a block diagram illustrating a configuration of an access statistic server that calculates a purchase conversion rate based on the number of unique visitors of a web site according to an embodiment of the present invention.

3A and 3B illustrate a configuration of a DB in which a connection history is stored according to an embodiment of the present invention.

4 is a diagram illustrating a purchase conversion rate and other statistical results for each inflow keyword based on the number of unique visitors of a web site according to an embodiment of the present invention.

5 is a flowchart illustrating a process of calculating a purchase conversion rate based on the number of unique visitors of a web site according to an embodiment of the present invention.

<Description of the code | symbol about the principal part of drawing>

131: accessor terminal identification unit

132: connection history record

133: statistical calculation unit

Claims (15)

In the connection statistics server, the method for calculating the purchase conversion rate based on the number of unique visitors of the website, (a) identifying the visitor terminal by using a unique ID assigned to the visitor terminal accessing the web site, the number of times the accessor terminal accesses the web site for each visitor terminal, and the visitor terminal accesses the web site. Purchase conversion order, which is the order of first purchase of the product, the access start time and end time of the visitor terminal to the web site, information about the inflow site before accessing the web site, and access to the web site Recording an access history including at least one of the inflow keywords entered in the search box of the search site, (b) calculating the number of unique users based on the connection history; (c) recording the purchase conversion history of the visitor terminal when the purchase completion page of the web site is loaded in the visitor terminal, (d) calculating a purchase conversion rate based on the number of unique users and whether the purchase conversion is performed; and (e) calculating a purchase conversion rate for each access order by using the number of unique access users and the purchase conversion order; Including, the purchase conversion rate calculation method based on the number of unique users. delete delete The method of claim 1, (f) calculating a purchase conversion rate for each inflow keyword using the number of unique accessors and the inflow keyword Further comprising, the purchase conversion rate calculation method based on the number of unique users. The method of claim 1, (g) calculating a purchase conversion rate for each inflow site using the number of unique visitors and the inflow site information; Further comprising, the purchase conversion rate calculation method based on the number of unique users. The method of claim 1, (h) calculating a re-visit period for each connection number by using the connection number, the connection start time, and the connection end time; Further comprising, the purchase conversion rate calculation method based on the number of unique users. The method of claim 1, In the step (a), the unique ID is assigned to each accessor terminal for identification of the accessor terminal, and the unique ID is a user data and a macromedia flash using a cookie and user data behavior. How to calculate the conversion rate of purchases based on the number of unique users, which is stored in any one of the flash data using the shared object (Share Object) class. The method of claim 1, In the step (a), the visitor terminal is identified using at least one of the IP of the visitor terminal and the MAC address of the visitor terminal. In the apparatus for calculating the conversion rate of purchase based on the number of unique visitors of the website, An accessor terminal identification unit for identifying the accessor terminal by using a unique ID given to the accessor terminal accessing the web site; Purchase conversion order, which is the order of first purchase of the product among the number of times the accessor terminal accesses the web site for each visitor terminal, the number of times the accessor terminal accesses the web site, and the access start time of the accessor terminal to the web site. And a connection history including at least one of an end time of access, information about an inflow site before accessing the web site, and an inflow keyword entered in a search box of a search site to access the web site, A connection history recorder for recording a purchase conversion history of the visitor terminal when the purchase completion page of the site is loaded in the visitor terminal; A statistical calculator that calculates the number of unique accessors based on the access history, and calculates the purchase conversion rate for each access order based on the number of unique accessors and the purchase conversion order. Including, the purchase conversion rate calculation device based on the number of unique users. delete delete The method of claim 9, And the statistics calculating unit calculates a purchase conversion rate for each inflow keyword by using the number of unique users and the inflow keyword. The method of claim 9, And the statistics calculating unit calculates a purchase conversion rate for each inflow site by using the number of unique users and the inflow site information. The method of claim 9, And the statistical calculation unit calculates a re-visit period for each connection number by using the connection number, the connection start time, and the connection end time. The method of claim 9, The accessor terminal identification unit assigns the unique ID to each accessor terminal, and identifies the accessor terminal by using the unique ID, wherein the unique ID is a cookie, user data and macromedia using user data behavior. The apparatus for calculating the conversion rate of purchases based on the number of unique users, which is stored in any one of flash data using a shared object class of Flash.

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