{"id":108777,"date":"2022-04-26T05:49:00","date_gmt":"2022-04-26T05:49:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/nejdulezitejsi-kpi-pro-vetsi-uspech-na-amazonu\/"},"modified":"2022-04-26T05:49:00","modified_gmt":"2022-04-26T05:49:00","slug":"nejdulezitejsi-kpi-pro-vetsi-uspech-na-amazonu","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/cs\/blog\/nejdulezitejsi-kpi-pro-vetsi-uspech-na-amazonu\/","title":{"rendered":"Nejd\u016fle\u017eit\u011bj\u0161\u00ed KPI pro v\u011bt\u0161\u00ed \u00fasp\u011bch na Amazonu"},"content":{"rendered":"

Dos\u00e1hnout \u00fasp\u011bchu na Amazonu rozhodn\u011b nen\u00ed snadn\u00e9. Proto je o to d\u016fle\u017eit\u011bj\u0161\u00ed m\u00edt p\u0159ehled o sv\u00fdch \u010d\u00edslech. Kl\u00ed\u010dov\u00e9 ukazatele v\u00fdkonnosti (KPI) poskytuj\u00ed p\u0159ehled o v\u00fdvoji produkt\u016f a prodeje, stejn\u011b jako o tom, kter\u00e9 p\u00e1ky je t\u0159eba je\u0161t\u011b upravit, aby se zlep\u0161ily va\u0161e obchodn\u00ed v\u00fdsledky. Udr\u017eet p\u0159ehled o v\u0161ech t\u011bchto r\u016fzn\u00fdch KPI m\u016f\u017ee b\u00fdt n\u00e1ro\u010dn\u00e9, ale my v\u00e1m s t\u00edm pom\u016f\u017eeme! V tomto \u010dl\u00e1nku v\u00e1m uk\u00e1\u017eeme, jak vyu\u017e\u00edt KPI ve sv\u016fj prosp\u011bch, abyste u\u010dinili sv\u00e9 podnik\u00e1n\u00ed na Amazonu \u00fasp\u011b\u0161n\u011bj\u0161\u00edm!<\/p>\t\t

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<\/div>\n\t\t\t<\/div>\n\t\t\t
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Toto je p\u0159\u00edsp\u011bvek od<\/div>\n\t\t\t<\/div>\n\t\t\t
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Faru Services<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t
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n\u00e1\u0161 partner FARU<\/a> nab\u00edz\u00ed komplexn\u00ed spr\u00e1vu tr\u017ei\u0161t\u011b pro Amazon. S lety zku\u0161enost\u00ed a datov\u011b orientovan\u00fdmi p\u0159\u00edstupy je vybudov\u00e1n solidn\u00ed z\u00e1klad pro va\u0161e ka\u017edodenn\u00ed podnik\u00e1n\u00ed \u2013 v\u010detn\u011b sledov\u00e1n\u00ed KPI a spr\u00e1vy marketingov\u00fdch kampan\u00ed. To v\u00e1m d\u00e1v\u00e1 \u010das na jin\u00e9 v\u011bci \u2013 nap\u0159\u00edklad p\u0159idat ty nov\u00e9 polo\u017eky do va\u0161eho sortimentu, kter\u00e9 jste tak dlouho sledovali. A aby v\u00e1m nic neuniklo, Faru je aktivn\u00ed jako sou\u010d\u00e1st n\u011bkolika v\u00fdbor\u016f Amazonu, tak\u017ee se m\u016f\u017eete dozv\u011bd\u011bt o v\u0161ech relevantn\u00edch pilotn\u00edch projektech.<\/p><\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n

Kter\u00e9 KPI jsou d\u016fle\u017eit\u00e9 a kde je m\u016f\u017eete naj\u00edt?<\/h2>

Jako prodejce na Amazonu m\u016f\u017eete z\u00edskat p\u0159ehled o t\u011bchto metrik\u00e1ch prost\u0159ednictv\u00edm sekce Reports > Statistics & Reports<\/strong> ve sv\u00e9m \u00fa\u010dtu Amazon Seller Central. V lev\u00e9m menu nyn\u00ed uvid\u00edte sekci \u201ePodle ASIN\u201c a pod n\u00ed je relevantn\u00ed zpr\u00e1va Detail Page Sales and Traffic<\/strong>.<\/p>

\"Nejd\u016fle\u017eit\u011bj\u0161\u00ed<\/figure><\/div>

V\u017edy doporu\u010dujeme tento panel pro podrobn\u00e9 hodnocen\u00ed. Ne\u017e se pod\u00edv\u00e1me bl\u00ed\u017ee na relevantn\u00ed KPI, je d\u016fle\u017eit\u00e9 vybrat spr\u00e1vn\u00fd \u010dasov\u00fd filtr. Pro va\u0161e ro\u010dn\u00ed pl\u00e1nov\u00e1n\u00ed m\u00e1 smysl zvolit del\u0161\u00ed obdob\u00ed, abyste nap\u0159\u00edklad identifikovali sez\u00f3nnosti a trendy. Pro va\u0161e ka\u017edodenn\u00ed podnik\u00e1n\u00ed jsou obzvl\u00e1\u0161\u0165 zaj\u00edmav\u00e9 srovn\u00e1n\u00ed \u201eObdob\u00ed proti obdob\u00ed\u201c. Nap\u0159\u00edklad v\u00fdvoj metrik ve srovn\u00e1n\u00ed s p\u0159edchoz\u00edm t\u00fddnem nebo stejn\u00fdm obdob\u00edm lo\u0148sk\u00e9ho roku.<\/p>

Relevantn\u00ed KPI d\u011bl\u00edme do 3 kategori\u00ed<\/strong>:<\/p>

KPI pro n\u00e1v\u0161t\u011bvnost: \u201eSezen\u00ed a zobrazen\u00ed str\u00e1nek\u201c<\/h3>
\"Nejd\u016fle\u017eit\u011bj\u0161\u00ed<\/figure><\/div>

Metriky n\u00e1v\u0161t\u011bvnosti \u201eSezen\u00ed\u201c a \u201eZobrazen\u00ed str\u00e1nek\u201c ukazuj\u00ed po\u010det u\u017eivatel\u016f Amazonu, kte\u0159\u00ed si prohl\u00e9dli v\u00e1\u0161 produkt. Tyto byste m\u011bli pravideln\u011b sledovat, abyste zlep\u0161ili svou n\u00e1v\u0161t\u011bvnost a p\u0159ivedli v\u00edce z\u00e1kazn\u00edk\u016f na sv\u00e9 nab\u00eddky na Amazonu. Jak vid\u00edte, po\u010det zobrazen\u00ed str\u00e1nek je vy\u0161\u0161\u00ed ne\u017e po\u010det sezen\u00ed. Tak\u017ee se ujist\u011bte, \u017ee si kladete ot\u00e1zku: \u201eKolik potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f kliklo na m\u00e9 produktov\u00e9 str\u00e1nky?\u201c Abychom to p\u0159esn\u011b ur\u010dili, mus\u00edte zn\u00e1t rozd\u00edl mezi \u201eSezen\u00ed\u201c a \u201eZobrazen\u00ed str\u00e1nek\u201c.<\/p>

Stru\u010dn\u011b \u0159e\u010deno: Ka\u017ed\u00e9 kliknut\u00ed z\u00e1kazn\u00edka na va\u0161\u00ed produktov\u00e9 str\u00e1nce je zobrazen\u00edm str\u00e1nky. Pokud z\u00e1kazn\u00edk klikne na va\u0161i nab\u00eddku v\u00edcekr\u00e1t b\u011bhem 24 hodin, po\u010d\u00edt\u00e1 se to jako pouze jedno sezen\u00ed, ale jako v\u00edce zobrazen\u00ed str\u00e1nek.<\/p>

Dobr\u00e9 v\u011bd\u011bt: Ned\u00e1vno Amazon Seller Central roz\u0161\u00ed\u0159il KPI \u201eSezen\u00ed\u201c a \u201eZobrazen\u00ed str\u00e1nek\u201c t\u00edm, \u017ee rozli\u0161il mezi n\u00e1v\u0161t\u011bvnost\u00ed generovanou mobiln\u00ed aplikac\u00ed a n\u00e1v\u0161t\u011bvnost\u00ed generovanou prohl\u00ed\u017ee\u010dem. V d\u016fsledku toho se celkov\u011b zv\u00fd\u0161il po\u010det sezen\u00ed a zobrazen\u00ed str\u00e1nek, proto\u017ee Seller Central d\u0159\u00edve analyzoval pouze n\u00e1v\u0161t\u011bvnost z prohl\u00ed\u017ee\u010de.<\/p>

KPI konverze: \u201eJednotky na sezen\u00ed v procentech\u201c<\/h3>
\"Nejd\u016fle\u017eit\u011bj\u0161\u00ed<\/figure><\/div>

\u201eJednotky na sezen\u00ed v procentech\u201c se vztahuj\u00ed na m\u00edru konverze. M\u00edra konverze ukazuje procento z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed nav\u0161t\u00edvili v\u00e1\u0161 produkt a pot\u00e9 si ho skute\u010dn\u011b zakoupili. Je to efektivn\u00ed n\u00e1stroj pro m\u011b\u0159en\u00ed \u00fasp\u011b\u0161nosti nab\u00eddek.<\/p>

M\u00edra konverze je ovlivn\u011bna mnoha faktory. P\u0159\u00edklady zahrnuj\u00ed m\u00edru Buy Box a kvalitu obsahu, proto\u017ee \u010d\u00edm lep\u0161\u00ed jsou informace pro z\u00e1kazn\u00edka, t\u00edm snaz\u0161\u00ed je pro n\u011bj u\u010dinit rozhodnut\u00ed o n\u00e1kupu.<\/p>

KPI p\u0159\u00edjm\u016f: \u201eP\u0159\u00edjmy z objednan\u00fdch produkt\u016f\u201c<\/h3>
\"Nejd\u016fle\u017eit\u011bj\u0161\u00ed<\/figure><\/div>

Jak n\u00e1zev napov\u00edd\u00e1, KPI \u201eP\u0159\u00edjmy z objednan\u00fdch produkt\u016f\u201c n\u00e1m poskytuje informace o na\u0161ich milovan\u00fdch p\u0159\u00edjmech. Na z\u00e1klad\u011b p\u0159\u00edjm\u016f lze prov\u00e9st A-B-C anal\u00fdzu, aby se zam\u011b\u0159ilo na spr\u00e1vn\u00e9 produkty.<\/p>

Uf… Dob\u0159e. Te\u010f jsme zkontrolovali na\u0161e metriky. Poj\u010fme na realizaci!<\/p>

Jak m\u016f\u017eete tyto KPI vyu\u017e\u00edt k optimalizaci sv\u00e9ho podnik\u00e1n\u00ed na Amazonu?<\/strong><\/h2>

Abychom to ilustrovali jasn\u011bji, vytvo\u0159ili jsme n\u011bkolik p\u0159\u00edpadov\u00fdch studi\u00ed<\/strong>.<\/p>

P\u0159\u00edpadov\u00e1 studie 1:<\/strong><\/p>

Sou\u010dasn\u00fd stav:<\/em> Spole\u010dnost m\u00e1 n\u00edzkou m\u00edru konverze, i kdy\u017e dok\u00e1\u017ee generovat vysokou n\u00e1v\u0161t\u011bvnost sv\u00fdch nab\u00eddek.<\/p>

Interpretace:<\/em> Va\u0161e ceny jsou pr\u016fm\u011brn\u00e9, ale konkurence je vysok\u00e1 a m\u00e1te n\u00edzkou Buy Box m\u00edru.<\/p>

Buy Box se vypo\u010d\u00edt\u00e1v\u00e1 na z\u00e1klad\u011b r\u016fzn\u00fdch faktor\u016f \u2013 nejv\u011bt\u0161\u00ed vliv m\u00e1 cena, co\u017e znamen\u00e1, \u017ee nejni\u017e\u0161\u00ed nab\u00eddka vyhr\u00e1v\u00e1 Buy Box. Nicm\u00e9n\u011b hraj\u00ed roli i dal\u0161\u00ed faktory, jako nap\u0159\u00edklad to, zda je produkt dostupn\u00fd na Prime. Velkou v\u00fdhodou Prime je, \u017ee prodejce m\u016f\u017ee vyhr\u00e1t Buy Box i p\u0159es konkurenci za stejnou cenu.<\/p>

\u0158e\u0161en\u00ed:<\/em> Implementace Prime prost\u0159ednictv\u00edm Amazon FBA<\/a> nebo Seller Fulfilled Prime, aby se vyhr\u00e1lo Buy Box, proto\u017ee to je kl\u00ed\u010dov\u00e9 pro va\u0161e p\u0159\u00edjmy. Podle Amazonu 90 % prodeje jde k prodejci v Buy Box.<\/p>

P\u0159\u00edpadov\u00e1 studie 2:<\/strong><\/p>

Sou\u010dasn\u00fd stav:<\/em> Spole\u010dnost dosahuje pr\u016fm\u011brn\u00fdch p\u0159\u00edjm\u016f s pr\u016fm\u011brnou n\u00e1v\u0161t\u011bvnost\u00ed, ale st\u00e1le m\u00e1 \u0161patnou m\u00edru konverze.<\/p>

Interpretace:<\/em> Kvalita obsahu je zlep\u0161iteln\u00e1, proto\u017ee je na 60 %. Krom\u011b toho chyb\u00ed relevantn\u00ed kl\u00ed\u010dov\u00e1 slova.<\/p>

\u0158e\u0161en\u00ed: Nejlep\u0161\u00ed je nahr\u00e1t 6-7 produktov\u00fdch obr\u00e1zk\u016f, kter\u00e9 jsou c\u00edlen\u00e9 na konkr\u00e9tn\u00ed publikum, s vysv\u011btluj\u00edc\u00edmi a smyslupln\u00fdmi vizu\u00e1ly. D\u00e1le doporu\u010dujeme A+ obsah, kter\u00fd pom\u00e1h\u00e1 z\u00e1kazn\u00edk\u016fm emocion\u00e1ln\u011b se spojit s produktem a zna\u010dkou a vypr\u00e1v\u00ed p\u0159\u00edb\u011bh. Je t\u0159eba dodat, \u017ee pou\u017eit\u00ed spr\u00e1vn\u00fdch kl\u00ed\u010dov\u00fdch slov tak\u00e9 hraje v\u00fdznamnou roli. Je d\u016fle\u017eit\u00e9 vybrat 2-3 nejd\u016fle\u017eit\u011bj\u0161\u00ed kl\u00ed\u010dov\u00e1 slova, kter\u00e1 poskytuj\u00ed hodnotu z\u00e1kazn\u00edkovi a zd\u016fraz\u0148uj\u00ed spr\u00e1vn\u00e9 vlastnosti produktu.<\/p>

P\u0159\u00edpadov\u00e1 studie 3:<\/strong><\/p>

Status Quo:<\/em> Spole\u010dnost generuje n\u00edzk\u00e9 p\u0159\u00edjmy a m\u00e1 n\u00edzkou n\u00e1v\u0161t\u011bvnost na sv\u00e9 produktov\u00e9 str\u00e1nce, p\u0159esto m\u00e1 vysokou m\u00edru konverze.<\/p>

Interpretace:<\/em> Kvalita obsahu je velmi dobr\u00e1, ale generov\u00e1n\u00ed n\u00e1v\u0161t\u011bvnosti je slab\u00e9 a chyb\u00ed vhodn\u00e1 kl\u00ed\u010dov\u00e1 slova.<\/p>

\u0158e\u0161en\u00ed<\/em>: Pro zlep\u0161en\u00ed generov\u00e1n\u00ed n\u00e1v\u0161t\u011bvnosti je d\u016fle\u017eit\u00e9 identifikovat spr\u00e1vn\u00e1 kl\u00ed\u010dov\u00e1 slova. Pot\u00e9, co bylo stanoveno z\u00e1kladn\u00ed kl\u00ed\u010dov\u00e9 slovo jako v\u00fdchoz\u00ed bod, kter\u00e9 p\u0159esn\u011b popisuje produkt, je nutn\u00e9 analyzovat kl\u00ed\u010dov\u00e1 slova konkurent\u016f a naj\u00edt podobn\u00e1 kl\u00ed\u010dov\u00e1 slova. Krom\u011b toho mohou c\u00edlen\u00e9 PPC kampan\u011b zlep\u0161it pozici ve vyhled\u00e1v\u00e1n\u00ed, aby dos\u00e1hly ide\u00e1ln\u00edho publika na ka\u017ed\u00e9m kroku prodejn\u00edho trycht\u00fd\u0159e.<\/p>

Z\u00e1v\u011br<\/strong><\/h2>

Jak vid\u00edte, KPI jsou pro va\u0161e podnik\u00e1n\u00ed stejn\u011b d\u016fle\u017eit\u00e9 jako p\u0159\u00edstroje pro piloty. M\u016f\u017eete je pou\u017e\u00edt k p\u0159edv\u00edd\u00e1n\u00ed turbulence a v\u010dasn\u00e9mu p\u0159izp\u016fsoben\u00ed strategi\u00ed.<\/p>

Pokud se chcete posadit a relaxovat v obchodn\u00ed t\u0159\u00edd\u011b a najmout pilota, kter\u00fd se o v\u0161e postar\u00e1 za v\u00e1s, jsme v\u00e1m k slu\u017eb\u00e1m. N\u00e1\u0161 t\u00fdm m\u00e1 v\u00edce ne\u017e 30 let zku\u0161enost\u00ed s Amazonem, a proto p\u0159esn\u011b v\u00edme, kolik \u010dasu spr\u00e1va \u00fa\u010dtu na Amazonu zabere. Nab\u00edz\u00edme komplexn\u00ed spr\u00e1vu tr\u017ei\u0161t\u011b a pravideln\u011b vytv\u00e1\u0159\u00edme zpr\u00e1vy o rozvoji podnik\u00e1n\u00ed, doporu\u010dujeme konkr\u00e9tn\u00ed optimaliza\u010dn\u00ed opat\u0159en\u00ed na z\u00e1klad\u011b na\u0161ich anal\u00fdz a spravujeme va\u0161e marketingov\u00e9 kampan\u011b. P\u0159i tom \u00fazce spolupracujeme s t\u00fdmy ve va\u0161\u00ed spole\u010dnosti. V\u00edce informac\u00ed naleznete na: https:\/\/www.faru.services\/<\/a>.<\/p>

Pokud jsme vzbudili v\u00e1\u0161 z\u00e1jem, nev\u00e1hejte si s n\u00e1mi domluvit sch\u016fzku: https:\/\/www.faru.services\/schedule-a-call<\/a>.<\/p>

Kredity k obr\u00e1zk\u016fm v po\u0159ad\u00ed obr\u00e1zk\u016f: \u00a9 Andrey Popov \u2013 stock.adobe.com \/ \u00a9 Screenshots @ Faru Services GmbH<\/p>","protected":false},"excerpt":{"rendered":"

Dos\u00e1hnout \u00fasp\u011bchu na Amazonu rozhodn\u011b nen\u00ed snadn\u00e9. Proto je o to d\u016fle\u017eit\u011bj\u0161\u00ed m\u00edt p\u0159ehled o sv\u00fdch \u010d\u00edslech. Kl\u00ed\u010dov\u00e9 ukazatele v\u00fdkonnosti (KPI) poskytuj\u00ed p\u0159ehled o v\u00fdvoji produkt\u016f a prodeje, stejn\u011b jako o tom, kter\u00e9 p\u00e1ky je t\u0159eba je\u0161t\u011b upravit, aby se zlep\u0161ily va\u0161e obchodn\u00ed v\u00fdsledky. Udr\u017eet p\u0159ehled o v\u0161ech t\u011bchto r\u016fzn\u00fdch KPI m\u016f\u017ee b\u00fdt n\u00e1ro\u010dn\u00e9, ale<\/p>\n","protected":false},"author":3,"featured_media":19866,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sidebar_recommended_resources":{"data":[]},"sidebar_header_settings":{"hide_buttons":{"register":false}},"_use_new_theme":false,"inline_featured_image":false,"footnotes":""},"categories":[927],"tags":[],"class_list":["post-108777","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tipy-triky"],"yoast_head":"\nTo jsou nejd\u016fle\u017eit\u011bj\u0161\u00ed KPI pro va\u0161e podnik\u00e1n\u00ed na Amazonu!<\/title>\n<meta name=\"description\" content=\"P\u0159edv\u00eddejte turbulence, p\u0159izp\u016fsobte strategie \u2013 pouze ti, kte\u0159\u00ed ovl\u00e1daj\u00ed sv\u00e9 KPI, toho mohou dos\u00e1hnout! 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