{"id":230508,"date":"2024-12-04T12:52:27","date_gmt":"2024-12-04T12:52:27","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/kljucni-pokazatelji-performansi-amazona-metricki-podaci-koje-treba-da-znate\/"},"modified":"2024-12-04T12:52:27","modified_gmt":"2024-12-04T12:52:27","slug":"kljucni-pokazatelji-performansi-amazona-metricki-podaci-koje-treba-da-znate","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/de\/blog\/kljucni-pokazatelji-performansi-amazona-metricki-podaci-koje-treba-da-znate\/","title":{"rendered":"Klju\u010dni pokazatelji performansi Amazona \u2013 Metri\u010dki podaci koje treba da znate!"},"content":{"rendered":"

Klju\u010dni pokazatelji performansi (ili ‚KPI‘) Amazona \u010desto se zanemaruju od strane prodavaca na Amazonu. Dobra vest u vezi s tim je da \u0107e vam to dati konkurentsku prednost. Posebno zato \u0161to su to metri\u010dki podaci koje Amazon koristi za merenje uspeha, \u0161to se zauzvrat prevodi u vi\u0161e prodaje za vas. Drugim re\u010dima: ne zaboravite na Amazon KPI kao prodavac.<\/p>Zato \u0161to gigant e-trgovine<\/a> brzo ka\u017enjava prodavce na tr\u017ei\u0161tu koji nemaju svoje metrike pod kontrolom. Prvo, me\u0111utim, hajde da pogledamo \u0161ta se podrazumeva kada govorimo o pokazateljima performansi Amazona.\t\t

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\u0160ta su Amazon KPI i za\u0161to su korisni?<\/h2>

KPI se mogu koristiti za merenje stepena do kojeg su va\u017eni ciljevi implementirani ili do koje mere su postignuti. Na primer, u industriji proizvodnje, va\u017ean KPI mo\u017ee biti prose\u010dna iskori\u0161\u0107enost ma\u0161ine u pore\u0111enju sa maksimalnom mogu\u0107om iskori\u0161\u0107eno\u0161\u0107u.<\/p>

Me\u0111utim, koncept je tako\u0111e postao \u0161iroko rasprostranjen u digitalnoj industriji. Na primer, stopa konverzije je vitalni KPI i primenjuje se na preduze\u0107a svih veli\u010dina – bilo da je u pitanju va\u0161a online prodavnica ili Amazon. Za ogla\u0161iva\u010de, s druge strane, KPI se odnose na prikaze oglasa i njegovu stopu klikova. B2B veb sajtovi, s druge strane, \u010desto mere svoj uspeh na osnovu potencijalnih klijenata.<\/p>

Na Amazonu, klju\u010dni pokazatelji performansi poma\u017eu vam da pratite kriti\u010dne faktore uspeha. Samo oni koji mere svoj uspeh ili neuspeh znaju gde stvari idu naopako i \u0161ta ve\u0107 ide dobro. Tada je tako\u0111e mogu\u0107e optimizovati sa smislom i razumevanjem.<\/p>

\"Najva\u017eniji<\/figure><\/div>

Koje KPI koristi Amazon?<\/h2>Za razliku od prodavaca koji imaju svoju online prodavnicu, prodavci na tr\u017ei\u0161tu se suo\u010davaju sa posebnim izazovima. To je zato \u0161to su relevantni Amazon KPI \u010desto odre\u0111eni od strane samog online giganta. Ako ne obratite pa\u017enju na ove klju\u010dne pokazatelje performansi Amazona, nemate \u0161anse da se rangirate visoko sa svojim proizvodima ili da osvojite Buy Box<\/a>. A oni koji to ne u\u010dine te\u0161ko \u0107e prodati bilo koji proizvod.Da bi stvari bile jo\u0161 gore, mnogi od uobi\u010dajenih Amazon KPI, kao \u0161to su prikazi ili stopa klikova, mogu se samo pribli\u017eno meriti od strane prodavca na tr\u017ei\u0161tu, ili se uop\u0161te ne mogu meriti. Najbolja \u0161ansa da uti\u010du na stopu klikova, stopu konverzije i prodaju je da prodavci poznaju metrike Amazon KPI<\/a> i optimizuju svoje poslovanje u skladu s tim.

Kazna za neuskla\u0111enost<\/h3>

Me\u0111utim, postoji jo\u0161 jedan va\u017ean razlog za\u0161to relevantne Amazon KPI treba definitivno pratiti: Amazon to tako\u0111e radi. Ako prodavci zanemare metrike performansi, rizikuju da ne budu u mogu\u0107nosti da ispune potrebne standarde. \u010cim se to dogodi, Amazon to sazna – i to mo\u017ee uticati na vi\u0161e od samo Buy Box rangiranja ili profita. Svako ko je ikada morao da razvije akcioni plan razume da je to besplatan poduhvat koji samo tro\u0161i vreme i novac. U najgorem slu\u010daju, gigant e-trgovine \u0107e \u010dak blokirati ceo nalog prodavca. Za preduzetnike \u010dije je osnovno poslovanje Amazon, to bi bila katastrofa.<\/p>

Postoji mnogo razloga za pra\u0107enje svih klju\u010dnih pokazatelja performansi. Ako neki Amazon KPI preti da sklizne u kriti\u010dnu oblast, mogu se preduzeti protivmere u ranoj fazi i izbe\u0107i blokada naloga.<\/p>

\"Najva\u017eniji<\/figure><\/div>

Va\u017eni KPI: Metrike performansi prodavaca na Amazonu<\/h3>

Ali postoji jo\u0161 jedan va\u017ean razlog za\u0161to relevantne Amazon KPI treba definitivno pratiti: Amazon to tako\u0111e radi. Ako prodavci zanemare metrike performansi, rizikuju da ne budu u mogu\u0107nosti da ispune potrebne standarde. \u010cim se to dogodi, Amazon to sazna – i to mo\u017ee uticati na vi\u0161e od samo Prime by Seller rangiranja ili profita. Svako ko je ikada morao da razvije akcioni plan razume da je to besplatan poduhvat koji samo tro\u0161i vreme i novac. U najgorem slu\u010daju, gigant e-trgovine \u0107e \u010dak blokirati ceo nalog prodavca. Za preduzetnike \u010dije je osnovno poslovanje Amazon, to bi bila katastrofa.<\/p>Jednako va\u017ena kao Amazon klju\u010dna merenja performansi<\/a> je i op\u0161ta performansa prodavaca. Ona se sastoji od razli\u010ditih pokazatelja:

KPI Amazon<\/strong><\/td>Opis<\/strong><\/td>Maksimalna vrednost \/ Idealna vrednost<\/strong><\/td><\/tr>
Stopa gre\u0161aka u narud\u017ebama<\/td>Negativna ocena, povra\u0107aj novca vezan za uslugu, A-do-Z garancija<\/a> aplikacija.<\/td>ispod 1%, po mogu\u0107stvu 0%<\/td><\/tr>
Stopa otkazivanja<\/td>Otkazivanja prodavca pre obrade narud\u017ebe<\/td>ispod 2.5%, po mogu\u0107stvu 0%<\/td><\/tr>
Stopa validnosti brojeva za pra\u0107enje<\/td>Va\u017ee\u0107i brojevi za pra\u0107enje<\/td>min. 95%, po mogu\u0107stvu 100%<\/td><\/tr>
Stopa ka\u0161njenja isporuka<\/td>Ka\u0161njenje isporuke = potvrda o isporuci nakon isteka o\u010dekivanog datuma isporuke<\/td>ispod 4%, po mogu\u0107stvu 0%<\/td><\/tr>
Nezadovoljstvo sa povratima<\/td>Zahtev za povrat sa negativnom ocenom kupca, upiti za povrat koji nisu odgovoreni u roku od 48 sati, upiti za povrat koji su pogre\u0161no odbijeni<\/td>ispod 10%, po mogu\u0107stvu 0%<\/td><\/tr>
Ocene prodavaca<\/td>Prose\u010dna ocena prodavca i broj recenzija<\/td>\u0161to pozitivnije, \u0161to vi\u0161e mogu\u0107e<\/td><\/tr>
Vreme odgovora<\/td>Prose\u010dno vreme potrebno za odgovor na upite kupaca u poslednjih 90 dana<\/td>ispod 24h, po mogu\u0107stvu ispod 12h<\/td><\/tr>
Stock<\/td>Nema na skladi\u0161tu, problemi sa isporukom<\/td>\u0161to re\u0111e mogu\u0107e<\/td><\/tr>
nezadovoljstvo uslugom za korisnike<\/td>negativna ocena kupca iz odgovora u po\u0161tanskom sandu\u010detu kupca i prodavca<\/td>\u0161to je mogu\u0107e ni\u017ee<\/td><\/tr>
stopa nadoknade<\/td>odnos povra\u0107aja novca u poslednjih 30 dana prema ukupnom broju narud\u017ebina<\/td>\u0161to je mogu\u0107e ni\u017ee<\/td><\/tr><\/tbody><\/table><\/figure>

Ostali relevantni KPI-evi za Amazon<\/h3>

Profesionalni trgovci ne samo da postavljaju svoje proizvode na Amazon, prate klju\u010dne KPI metrike i smatraju da je to to. Ima tu vi\u0161e od toga. Prodavci sa privatnom oznakom posebno se suo\u010davaju sa pitanjem ogla\u0161avanja. Kada su u pitanju Amazon Marketing KPI-evi, me\u0111utim, iste performanse metrike se primenjuju na logisti\u010dkog giganta koje se koriste u konvencionalnom marketingu.<\/p>

Jednako va\u017ean Amazon KPI<\/a> je stoga ACoS, skra\u0107enica za „Tro\u0161kovi ogla\u0161avanja po prodaji“<\/a>. Ovaj indikator stavlja tro\u0161kove ogla\u0161iva\u010dkih kampanja u odnos na prodaju generisanu ovim ogla\u0161avanjem: ACoS = tro\u0161kovi ogla\u0161avanja\/prodaja. <\/p>

Sa prometom od 50.000 evra i tro\u0161kovima ogla\u0161avanja od 3.000 evra, ACoS bi stoga bio 6%. Me\u0111utim, maksimalni ACoS varira od proizvoda do proizvoda. U tu svrhu, svi dodatni tro\u0161kovi koje snosi trgovac moraju se oduzeti od prodajne cene, npr. tro\u0161kovi proizvodnje, porez na promet ili op\u0161ti tro\u0161kovi. Ako, na primer, trgovac ostvaruje profit od 15 procenata od prodajne cene na aparat za kafu, ACoS ne sme prema\u0161iti 15 procenata. U suprotnom, to bi bila gubitni\u010dka poslovna aktivnost.<\/p>

Me\u0111utim, koliko je ACoS visok ili nizak kao Amazon KPI odre\u0111uje se raznim drugim faktorima koji se moraju pojedina\u010dno razmotriti, kao \u0161to su cilj PPC kampanje<\/a>, mar\u017ea i konkurentski pritisak unutar linije proizvoda. Za razliku od Google Ads, Amazon Ads se ne ispla\u0107uju samo kada se proizvod proda, ve\u0107 tako\u0111e imaju uticaj na organsku vidljivost.<\/p>

Zbog ovog holisti\u010dkog efekta, mnogi prodavci su po\u010deli da se fokusiraju na druge Amazon KPI-eve<\/a>, kao \u0161to je tro\u0161ak po narud\u017ebini (CPO) kao Amazon KPI. Ovde se tro\u0161kovi ogla\u0161avanja odre\u0111enog perioda dele sa ukupnom prodajom ostvarenom u istom periodu. To uzima u obzir \u0161iri uticaj Amazon Ads-a.<\/p>

Amazon ogla\u0161iva\u010dki KPI-evi<\/h3>

Kada se govori o pokazateljima performansi prodavaca na Amazonu, neophodno je pomenuti KPI-eve ogla\u0161avanja. Razlog za to je \u0161to \u0107e KPI-evi ogla\u0161avanja na Amazonu pru\u017eiti korisne uvide u efikasnost i profitabilnost kampanja koje sprovodite. To, zauzvrat, omogu\u0107ava dono\u0161enje odluka zasnovanih na podacima kako bi se optimizovale performanse i maksimizirao va\u0161 ROI.<\/p>

Da biste se fokusirali na najva\u017enije KPI-eve ogla\u0161avanja na Amazonu, razmotrite slede\u0107ih pet:<\/p>

1. Tro\u0161kovi ogla\u0161avanja po prodaji (ACoS)<\/h4>

Za\u0161to je to va\u017eno: ACoS direktno meri efikasnost va\u0161ih tro\u0161kova ogla\u0161avanja u generisanju prodaje. To je klju\u010dni pokazatelj profitabilnosti, poma\u017eu\u0107i vam da razumete da li previ\u0161e tro\u0161ite na oglase u odnosu na prodaju koju oni donose.<\/p>

2. Povratak na tro\u0161kove ogla\u0161avanja (ROAS)<\/h4>

Za\u0161to je to va\u017eno: ROAS dopunjuje ACoS pokazuju\u0107i prihod generisan za svaki potro\u0161eni dolar. Pru\u017ea jasnu sliku o ukupnoj profitabilnosti va\u0161ih kampanja. Vi\u0161i ROAS ozna\u010dava efikasnije tro\u0161enje na oglase.<\/p>

3. Stopa klikova (CTR)<\/h4>

Za\u0161to je to va\u017eno: CTR pokazuje koliko dobro va\u0161 oglas rezonuje sa va\u0161om ciljanom publikom. Vi\u0161a CTR zna\u010di da je va\u0161 oglas dovoljno privla\u010dan da navede ljude da kliknu, \u0161to je od su\u0161tinskog zna\u010daja za dovo\u0111enje saobra\u0107aja na va\u0161e liste proizvoda.<\/p>

4. Stopa konverzije (CVR)<\/h4>

Za\u0161to je to va\u017eno: CVR pokazuje koliko su efikasni va\u0161 oglas i lista proizvoda u pretvaranju klikova u prodaju. To je klju\u010dni pokazatelj kvaliteta va\u0161e odredi\u0161ne stranice i ponude proizvoda.<\/p>

5. Pripisane prodaje<\/h4>

Za\u0161to je to va\u017eno: Ova metrike pokazuje direktan uticaj va\u0161ih oglasa na prodaju. Klju\u010dna je za razumevanje prihoda generisanog iz va\u0161ih ogla\u0161iva\u010dkih kampanja i procenu njihove ukupne efikasnosti.<\/p>

Ovi KPI-evi su klju\u010dni za pra\u0107enje uspeha va\u0161ih ogla\u0161iva\u010dkih kampanja na Amazonu i optimizaciju za profitabilnost, relevantnost i uticaj na prodaju.<\/p>\t\t

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Zaklju\u010dak: Ako ne pratite, gubite!<\/h2>

Da li prodajete na Amazonu, ali ne analizirate redovno svoje Amazon KPI-eve? Iako mo\u017eete nastaviti da poslujete na ovaj na\u010din, to nije preporu\u010dljivo. Bez razumevanja gde su nedostaci u sistemu, te\u0161ko je efikasno optimizovati va\u0161e poslovanje. To mo\u017ee dovesti do posledica kao \u0161to su sni\u017eavanje rangiranja, gubitak Buy Box ili \u010dak suspenzija naloga.<\/p>

Zato bi prodavci na Amazonu uvek trebali da prate va\u017ene KPI metrike i da reaguju na vreme u slu\u010daju problema. Isto va\u017ei i za performanse PPC kampanja<\/a> u Amazon kosmosu, \u010dak i ako specifikacije ovde nisu tako konkretne kao \u0161to su za performanse prodavaca. Ovde bi ACoS i CPO trebali biti na oku kako bi se moglo proceniti da li kampanja ostvaruje svoj cilj.<\/p>

Krediti za slike po redosledu pojavljivanja: \u00a9 Microone \u2013 stock.adobe.com \/ \u00a9 ANDA EUATHAM\u2013 stock.adobe.com \/ \u00a9 ivector \u2013 stock.adobe.com<\/p>

<\/p>","protected":false},"excerpt":{"rendered":"

Klju\u010dni pokazatelji performansi (ili ‚KPI‘) Amazona \u010desto se zanemaruju od strane prodavaca na Amazonu. Dobra vest u vezi s tim je da \u0107e vam to dati konkurentsku prednost. Posebno zato \u0161to su to metri\u010dki podaci koje Amazon koristi za merenje uspeha, \u0161to se zauzvrat prevodi u vi\u0161e prodaje za vas. Drugim re\u010dima: ne zaboravite na<\/p>\n","protected":false},"author":6,"featured_media":13470,"comment_status":"open","ping_status":"open","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":[1530],"tags":[],"class_list":["post-230508","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-prodaja-na-amazonu"],"yoast_head":"\nPokazatelji performansi Amazona: Najva\u017enije metrike<\/title>\n<meta name=\"description\" content=\"Evo za\u0161to treba da pratite najva\u017enije KPI-eve na Amazonu. 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