{"id":113025,"date":"2022-04-26T05:49:00","date_gmt":"2022-04-26T05:49:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/de-vigtigste-kpi-er-for-mere-succes-pa-amazon\/"},"modified":"2022-04-26T05:49:00","modified_gmt":"2022-04-26T05:49:00","slug":"de-vigtigste-kpi-er-for-mere-succes-pa-amazon","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/da\/blog\/de-vigtigste-kpi-er-for-mere-succes-pa-amazon\/","title":{"rendered":"De vigtigste KPI’er for mere succes p\u00e5 Amazon"},"content":{"rendered":"

At opn\u00e5 succes p\u00e5 Amazon er alt andet end let. Derfor er det endnu vigtigere at holde \u00f8je med sine tal. Key Performance Indicators (KPI’er) giver indsigt i produkt- og oms\u00e6tningsudviklingen samt hvilke justeringer der stadig skal foretages for at forbedre resultatet af din virksomhed. At holde overblik over alle disse forskellige KPI’er kan v\u00e6re sv\u00e6rt, men vi holder ryggen fri for dig! I dette indl\u00e6g viser vi dig, hvordan du kan bruge KPI’erne til din fordel for at g\u00f8re din Amazon-virksomhed mere succesfuld!<\/p>\t\t

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Dette er et g\u00e6steindl\u00e6g fra<\/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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Vores partner FARU<\/a> tilbyder en helhedsorienteret markedspladsstyring for Amazon. Med mange \u00e5rs erfaring og datadrevne tilgange opbygges et solidt fundament for din daglige drift \u2013 inklusive overv\u00e5gning af n\u00f8gletal og styring af marketingkampagner. P\u00e5 den m\u00e5de f\u00e5r du tid til andre ting \u2013 for eksempel at tilf\u00f8je de nye artikler til dit sortiment, som du har haft i kikkerten s\u00e5 l\u00e6nge. Og for at du ikke g\u00e5r glip af nyheder, er Faru aktiv som en del af flere Amazon-udvalg, s\u00e5 du kan f\u00e5 information om alle relevante pilotprojekter.<\/p><\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n

Hvilke KPI’er er vigtige, og hvor finder du dem?<\/h2>

Som Amazon-s\u00e6lger f\u00e5r du indsigt i disse m\u00e5linger via sektionen Rapporter > Statistikker & Rapporter<\/strong> i din Amazon Seller Central-konto. I menuen til venstre ser du nu afsnittet \u201cEfter ASIN\u201d, og under dette findes den relevante rapport Detaljeside salg og trafik<\/strong>.<\/p>

\"De<\/figure><\/div>

Dette dashboard anbefaler vi altid til detaljerede analyser. F\u00f8r vi ser n\u00e6rmere p\u00e5 de relevante KPI’er, er det vigtigt at v\u00e6lge den rigtige tidsfilter. For din \u00e5rsplanl\u00e6gning giver det mening at v\u00e6lge l\u00e6ngere perioder for at kunne identificere s\u00e6sonbestemte tendenser og trends. For din daglige drift er is\u00e6r “Period over Period”-betragtninger interessante. For eksempel udviklingen af n\u00f8gletal i forhold til ugen f\u00f8r eller den samme periode \u00e5ret f\u00f8r.<\/p>

De relevante KPI’er opdeler vi i 3 kategorier<\/strong>:<\/p>

Traffic-KPI’er: \u201eSessioner og sidevisninger\u201c<\/h3>
\"De<\/figure><\/div>

Traffic-n\u00f8gletallene \u201eSessioner\u201c og \u201esidevisninger\u201c giver dig antallet af Amazon-brugere, der har set dit produkt. Disse b\u00f8r du regelm\u00e6ssigt kontrollere for at forbedre dit trafik og tiltr\u00e6kke flere kunder til dine Amazon-listinger. Som du kan se, er antallet af sidevisninger h\u00f8jere end antallet af sessioner. S\u00e5 s\u00f8rg for at stille dig selv sp\u00f8rgsm\u00e5let: \u201eHvor mange potentielle kunder har s\u00e5 klikket p\u00e5 mine produktsider?\u201c. For at finde ud af dette pr\u00e6cist, skal du kende forskellen mellem \u201esessioner\u201d og \u201csidevisninger\u201c.<\/p>

Kort og godt forklaret: Hvert klik fra en kunde p\u00e5 din produktside er en sidevisning. Hvis en kunde klikker flere gange p\u00e5 din listing inden for 24 timer, t\u00e6lles det som kun \u00e9n session, men som flere sidevisninger.<\/p>

Godt at vide: For nylig har Amazon Seller Central udvidet KPI’erne “Sessioner” og “Sidevisninger” ved at skelne mellem den trafik, der genereres af mobilappen, og den trafik, der genereres af browseren. Dermed er sessionerne og sidevisningerne samlet set steget, da Seller Central tidligere kun har analyseret browsertrafikken.<\/p>

Konverterings-KPI: \u201eEnheder pr. session i procent\u201c<\/h3>
\"De<\/figure><\/div>

Med “Enheder pr. session i procent” menes der her konverteringsraten. Konverteringsraten angiver andelen af kunder, der har v\u00e6ret p\u00e5 dit produkt og derefter faktisk har k\u00f8bt det. Det er et effektivt v\u00e6rkt\u00f8j til at m\u00e5le succes for listings.<\/p>

Konverteringsraten p\u00e5virkes af mange faktorer. Eksempler er Buy Box raten og indholdskvaliteten, for jo bedre informationerne er for kunden, desto lettere kan han tr\u00e6ffe sin k\u00f8bsbeslutning.<\/p>

Oms\u00e6tnings-KPI’er: \u201eOms\u00e6tning af bestilte produkter\u201c<\/h3>
\"De<\/figure><\/div>

Som navnet allerede siger, giver KPI’en \u201eOms\u00e6tning af bestilte produkter\u201c os information om vores s\u00e5 elskede oms\u00e6tning. Baseret p\u00e5 oms\u00e6tningen kan man lave en A-B-C analyse for at fokusere p\u00e5 de rigtige produkter.<\/p>

Puha \u2026 Godt. Nu har vi gennemg\u00e5et vores n\u00f8gletal. Lad os komme i gang med implementeringen!<\/p>

Hvordan kan du bruge disse KPI’er til at optimere din Amazon-forretning?<\/strong><\/h2>

For at g\u00f8re det hele mere visuelt har vi lavet et par case-studier<\/strong>.<\/p>

Case-studie 1:<\/strong><\/p>

Status-Quo:<\/em> Virksomheden har en lav konverteringsrate, selvom de kan generere h\u00f8j trafik p\u00e5 deres listings.<\/p>

Fortolkning:<\/em> Dine priser er gennemsnitlige, men konkurrencen er stor, og du har en lav Buy Box rate.<\/p>

Buy box’en beregnes ud fra forskellige faktorer – den st\u00f8rste indflydelse er prisen, dvs. det laveste tilbud vinder buy box’en. Der spiller ogs\u00e5 andre faktorer ind, f.eks. om produktet er tilg\u00e6ngeligt p\u00e5 Prime. Den store fordel ved Prime er, at s\u00e6lgeren, trods konkurrence, kan vinde buy box’en ved samme pris.<\/p>

L\u00f8sning: <\/em>Implementering af Prime gennem Amazon FBA<\/a> eller Prime gennem s\u00e6lgeren for at vinde Buy Box, da denne er afg\u00f8rende for din oms\u00e6tning. If\u00f8lge Amazon g\u00e5r 90% af salget til udbyderen i Buy Box.<\/p>

Case-studie 2:<\/strong><\/p>

Status-Quo:<\/em> Virksomheden opn\u00e5r en gennemsnitlig oms\u00e6tning ved gennemsnitlig trafik, men har stadig en d\u00e5rlig konverteringsrate.<\/p>

Fortolkning:<\/em> Indholdskvaliteten kan forbedres, da den ligger p\u00e5 60%. Derudover mangler de relevante s\u00f8geord.<\/p>

L\u00f8sning: Det er bedst at uploade 6-7 produktbilleder, der henvender sig til en bestemt m\u00e5lgruppe, med forklarende og sigende billedmateriale. Derudover anbefaler vi A+ indhold, der hj\u00e6lper kunderne med at identificere sig f\u00f8lelsesm\u00e6ssigt med produktet og m\u00e6rket og fort\u00e6ller en historie. Det skal tilf\u00f8jes, at brugen af de rigtige s\u00f8geord ogs\u00e5 spiller en stor rolle. Her er det vigtigt at v\u00e6lge de 2-3 vigtigste s\u00f8geord, der giver kunderne merv\u00e6rdi og viser de rigtige produktfunktioner.<\/p>

Case-studie 3:<\/strong><\/p>

Status-Quo<\/em>: Virksomheden opn\u00e5r lidt oms\u00e6tning og genererer lav trafik p\u00e5 deres produktside, men de har en h\u00f8j konverteringsrate.<\/p>

Fortolkning:<\/em> Indholdskvaliteten er meget god, men trafikgenereringen er sparsom, og de passende s\u00f8geord mangler.<\/p>

L\u00f8sning<\/em>: For at forbedre trafikgenereringen er det vigtigt at finde de rigtige s\u00f8geord. N\u00e5r et basis-s\u00f8geord er fastlagt som udgangspunkt, der pr\u00e6cist beskriver produktet, skal man analysere konkurrenternes s\u00f8geord og finde lignende s\u00f8geord. Derudover kan m\u00e5lrettede PPC-kampagner forbedre s\u00f8geplaceringen for at n\u00e5 det ideelle publikum p\u00e5 hvert trin af salgstragten.<\/p>

Konklusion<\/strong><\/h2>

Som du kan se, er KPI’er for din virksomhed lige s\u00e5 vigtige som flyinstrumenter for piloter. Du kan bruge dem til at forudse turbulens og justere strategier i tide.<\/p>

Hvis du vil s\u00e6tte dig afslappet i business class og ans\u00e6tte en pilot, der tager sig af alt for dig, st\u00e5r vi gerne til r\u00e5dighed. Vores team har mere end 30 \u00e5rs erfaring med Amazon, og derfor ved vi pr\u00e6cist, hvor meget tid det tager at administrere en Amazon-konto. Vi tilbyder en helhedsorienteret markedspladsadministration og laver regelm\u00e6ssigt rapporter om forretningsudviklingen, anbefaler konkrete optimeringstiltag baseret p\u00e5 vores analyser og styrer dine marketingkampagner. Vi arbejder h\u00e5nd i h\u00e5nd med teams i dit hus. Flere oplysninger finder du p\u00e5: https:\/\/www.faru.services\/<\/a>.<\/p>

Hvis vi har vakt din interesse, s\u00e5 aftal gerne en tid med os: https:\/\/www.faru.services\/schedule-a-call<\/a>.<\/p>

Billedkreditter i r\u00e6kkef\u00f8lge af billeder: \u00a9 Andrey Popov \u2013 stock.adobe.com \/ \u00a9 Screenshots @ Faru Services GmbH<\/p>","protected":false},"excerpt":{"rendered":"

At opn\u00e5 succes p\u00e5 Amazon er alt andet end let. Derfor er det endnu vigtigere at holde \u00f8je med sine tal. Key Performance Indicators (KPI’er) giver indsigt i produkt- og oms\u00e6tningsudviklingen samt hvilke justeringer der stadig skal foretages for at forbedre resultatet af din virksomhed. At holde overblik over alle disse forskellige KPI’er kan v\u00e6re<\/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":[660],"tags":[],"class_list":["post-113025","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-tricks-2"],"yoast_head":"\nDisse er de vigtigste KPI'er for din Amazon-forretning!<\/title>\n<meta name=\"description\" content=\"Forudse turbulens, juster strategier \u2013 kun dem der mestrer deres KPI'er kan opn\u00e5 dette! 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