{"id":230511,"date":"2024-12-04T12:52:27","date_gmt":"2024-12-04T12:52:27","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/klucni-pokazateli-ucinka-amazona-metrike-koje-treba-da-znate\/"},"modified":"2024-12-04T12:52:27","modified_gmt":"2024-12-04T12:52:27","slug":"klucni-pokazateli-ucinka-amazona-metrike-koje-treba-da-znate","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/de\/blog\/klucni-pokazateli-ucinka-amazona-metrike-koje-treba-da-znate\/","title":{"rendered":"\u041a\u0459\u0443\u0447\u043d\u0438 \u043f\u043e\u043a\u0430\u0437\u0430\u0442\u0435\u0459\u0438 \u0443\u0447\u0438\u043d\u043a\u0430 \u0410\u043c\u0430\u0437\u043e\u043d\u0430 \u2013 \u041c\u0435\u0442\u0440\u0438\u043a\u0435 \u043a\u043e\u0458\u0435 \u0442\u0440\u0435\u0431\u0430 \u0434\u0430 \u0437\u043d\u0430\u0442\u0435!"},"content":{"rendered":"

\u041a\u0459\u0443\u0447\u043d\u0438 \u043f\u043e\u043a\u0430\u0437\u0430\u0442\u0435\u0459\u0438 \u0443\u0447\u0438\u043d\u043a\u0430 (\u0438\u043b\u0438 ‘KPI’) \u0410\u043c\u0430\u0437\u043e\u043d\u0430 \u0447\u0435\u0441\u0442\u043e \u0441\u0435 \u0437\u0430\u043d\u0435\u043c\u0430\u0440\u0443\u0458\u0443 \u043e\u0434 \u0441\u0442\u0440\u0430\u043d\u0435 \u043f\u0440\u043e\u0434\u0430\u0432\u0430\u0446\u0430 \u043d\u0430 \u0410\u043c\u0430\u0437\u043e\u043d\u0443. \u0414\u043e\u0431\u0440\u0430 \u0432\u0435\u0441\u0442 \u043e \u0442\u043e\u043c\u0435 \u0458\u0435 \u0434\u0430 \u045b\u0435 \u0432\u0430\u043c \u0442\u043e \u0434\u0430\u0442\u0438 \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u0441\u043a\u0443 \u043f\u0440\u0435\u0434\u043d\u043e\u0441\u0442. \u041f\u043e\u0441\u0435\u0431\u043d\u043e \u0458\u0435\u0440 \u0441\u0443 \u043e\u0432\u0435 \u043c\u0435\u0442\u0440\u0438\u043a\u0435 \u043a\u043e\u0458\u0435 \u0410\u043c\u0430\u0437\u043e\u043d \u043c\u0435\u0440\u0438 \u043a\u0430\u043e \u0443\u0441\u043f\u0435\u0445, \u0448\u0442\u043e \u0441\u0435, \u0437\u0430\u0443\u0437\u0432\u0440\u0430\u0442, \u043f\u0440\u0435\u0432\u043e\u0434\u0438 \u0443 \u0432\u0438\u0448\u0435 \u043f\u0440\u043e\u0434\u0430\u0458\u0435 \u0437\u0430 \u0432\u0430\u0441. \u0414\u0440\u0443\u0433\u0438\u043c \u0440\u0435\u0447\u0438\u043c\u0430: \u043d\u0435 \u0437\u0430\u043d\u0435\u043c\u0430\u0440\u0443\u0458\u0442\u0435 KPI \u0410\u043c\u0430\u0437\u043e\u043d\u0430 \u043a\u0430\u043e \u043f\u0440\u043e\u0434\u0430\u0432\u0430\u0446.<\/p>

\u0422\u043e \u0458\u0435 \u0437\u0430\u0442\u043e \u0448\u0442\u043e \u0433\u0438\u0433\u0430\u043d\u0442 \u0435\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u0441\u043a\u0435 \u0442\u0440\u0433\u043e\u0432\u0438\u043d\u0435<\/a> \u0431\u0440\u0437\u043e \u043a\u0430\u0436\u045a\u0430\u0432\u0430 \u043f\u0440\u043e\u0434\u0430\u0432\u0446\u0435 \u043d\u0430 \u0442\u0440\u0436\u0438\u0448\u0442\u0443 \u043a\u043e\u0458\u0438 \u043d\u0435 \u043a\u043e\u043d\u0442\u0440\u043e\u043b\u0438\u0448\u0443 \u0441\u0432\u043e\u0458\u0435 \u043c\u0435\u0442\u0440\u0438\u043a\u0435. \u041f\u0440\u0432\u043e, \u043c\u0435\u0452\u0443\u0442\u0438\u043c, \u043f\u043e\u0433\u043b\u0435\u0434\u0430\u0458\u043c\u043e \u0448\u0442\u0430 \u0441\u0435 \u043f\u043e\u0434\u0440\u0430\u0437\u0443\u043c\u0435\u0432\u0430 \u043a\u0430\u0434\u0430 \u0433\u043e\u0432\u043e\u0440\u0438\u043c\u043e \u043e \u043f\u043e\u043a\u0430\u0437\u0430\u0442\u0435\u0459\u0438\u043c\u0430 \u0443\u0447\u0438\u043d\u043a\u0430 \u0410\u043c\u0430\u0437\u043e\u043d\u0430.<\/p>\t\t

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\u0428\u0442\u0430 \u0441\u0443 KPI \u0410\u043c\u0430\u0437\u043e\u043d\u0430 \u0438 \u0437\u0430\u0448\u0442\u043e \u0441\u0443 \u043a\u043e\u0440\u0438\u0441\u043d\u0438?<\/h2>

KPI-\u0458\u0438 \u0441\u0435 \u043c\u043e\u0433\u0443 \u043a\u043e\u0440\u0438\u0441\u0442\u0438\u0442\u0438 \u0437\u0430 \u043c\u0435\u0440\u0435\u045a\u0435 \u0441\u0442\u0435\u043f\u0435\u043d\u0430 \u0434\u043e \u043a\u043e\u0458\u0435\u0433 \u0441\u0443 \u0432\u0430\u0436\u043d\u0438 \u0446\u0438\u0459\u0435\u0432\u0438 \u0438\u043c\u043f\u043b\u0435\u043c\u0435\u043d\u0442\u0438\u0440\u0430\u043d\u0438 \u0438\u043b\u0438 \u0434\u043e \u043a\u043e\u0458\u0435\u0433 \u0441\u0443 \u043f\u043e\u0441\u0442\u0438\u0433\u043d\u0443\u0442\u0438. \u0423 \u0438\u043d\u0434\u0443\u0441\u0442\u0440\u0438\u0458\u0438 \u043f\u0440\u043e\u0438\u0437\u0432\u043e\u0434\u045a\u0435, \u043d\u0430 \u043f\u0440\u0438\u043c\u0435\u0440, \u0432\u0430\u0436\u0430\u043d KPI \u043c\u043e\u0436\u0435 \u0431\u0438\u0442\u0438 \u043f\u0440\u043e\u0441\u0435\u0447\u043d\u0430 \u0438\u0441\u043a\u043e\u0440\u0438\u0448\u045b\u0435\u043d\u043e\u0441\u0442 \u043c\u0430\u0448\u0438\u043d\u0435 \u0443 \u043f\u043e\u0440\u0435\u0452\u0435\u045a\u0443 \u0441\u0430 \u043c\u0430\u043a\u0441\u0438\u043c\u0430\u043b\u043d\u043e\u043c \u043c\u043e\u0433\u0443\u045b\u043e\u043c \u0438\u0441\u043a\u043e\u0440\u0438\u0448\u045b\u0435\u043d\u043e\u0448\u045b\u0443.<\/p>

\u041c\u0435\u0452\u0443\u0442\u0438\u043c, \u043a\u043e\u043d\u0446\u0435\u043f\u0442 \u0458\u0435 \u0442\u0430\u043a\u043e\u0452\u0435 \u043f\u043e\u0441\u0442\u0430\u043e \u0440\u0430\u0441\u043f\u0440\u043e\u0441\u0442\u0440\u0430\u045a\u0435\u043d \u0443 \u0434\u0438\u0433\u0438\u0442\u0430\u043b\u043d\u043e\u0458 \u0438\u043d\u0434\u0443\u0441\u0442\u0440\u0438\u0458\u0438. \u041d\u0430 \u043f\u0440\u0438\u043c\u0435\u0440, \u0441\u0442\u043e\u043f\u0430 \u043a\u043e\u043d\u0432\u0435\u0440\u0437\u0438\u0458\u0435 \u0458\u0435 \u0432\u0438\u0442\u0430\u043b\u043d\u0438 KPI \u0438 \u043f\u0440\u0438\u043c\u0435\u045a\u0438\u0432\u0430 \u0458\u0435 \u043d\u0430 \u043f\u0440\u0435\u0434\u0443\u0437\u0435\u045b\u0430 \u0441\u0432\u0438\u0445 \u0432\u0435\u043b\u0438\u0447\u0438\u043d\u0430 – \u0431\u0438\u043b\u043e \u0434\u0430 \u0458\u0435 \u0443 \u043f\u0438\u0442\u0430\u045a\u0443 \u0432\u0430\u0448\u0430 \u043e\u043d\u043b\u0430\u0458\u043d \u043f\u0440\u043e\u0434\u0430\u0432\u043d\u0438\u0446\u0430 \u0438\u043b\u0438 \u0410\u043c\u0430\u0437\u043e\u043d. \u0417\u0430 \u043e\u0433\u043b\u0430\u0448\u0438\u0432\u0430\u0447\u0435, \u0441 \u0434\u0440\u0443\u0433\u0435 \u0441\u0442\u0440\u0430\u043d\u0435, KPI-\u0458\u0438 \u0441\u0435 \u043e\u0434\u043d\u043e\u0441\u0435 \u043d\u0430 \u043f\u0440\u0438\u043a\u0430\u0437\u0435 \u043e\u0433\u043b\u0430\u0441\u0430 \u0438 \u045a\u0435\u0433\u043e\u0432\u0443 \u0441\u0442\u043e\u043f\u0443 \u043a\u043b\u0438\u043a\u043e\u0432\u0430. B2B \u0432\u0435\u0431 \u0441\u0430\u0458\u0442\u043e\u0432\u0438, \u0441 \u0434\u0440\u0443\u0433\u0435 \u0441\u0442\u0440\u0430\u043d\u0435, \u0447\u0435\u0441\u0442\u043e \u043c\u0435\u0440\u0435 \u0441\u0432\u043e\u0458 \u0443\u0441\u043f\u0435\u0445 \u043d\u0430 \u043e\u0441\u043d\u043e\u0432\u0443 \u043f\u043e\u0442\u0435\u043d\u0446\u0438\u0458\u0430\u043b\u043d\u0438\u0445 \u043a\u043b\u0438\u0458\u0435\u043d\u0430\u0442\u0430.<\/p>

\u041d\u0430 \u0410\u043c\u0430\u0437\u043e\u043d\u0443, \u043a\u0459\u0443\u0447\u043d\u0438 \u043f\u043e\u043a\u0430\u0437\u0430\u0442\u0435\u0459\u0438 \u0443\u0447\u0438\u043d\u043a\u0430 \u043f\u043e\u043c\u0430\u0436\u0443 \u0432\u0430\u043c \u0434\u0430 \u043f\u0440\u0430\u0442\u0438\u0442\u0435 \u043a\u0440\u0438\u0442\u0438\u0447\u043d\u0435 \u0444\u0430\u043a\u0442\u043e\u0440\u0435 \u0443\u0441\u043f\u0435\u0445\u0430. \u0421\u0430\u043c\u043e \u043e\u043d\u0438 \u043a\u043e\u0458\u0438 \u043c\u0435\u0440\u0435 \u0441\u0432\u043e\u0458 \u0443\u0441\u043f\u0435\u0445 \u0438\u043b\u0438 \u043d\u0435\u0443\u0441\u043f\u0435\u0445 \u0437\u043d\u0430\u0458\u0443 \u0433\u0434\u0435 \u0441\u0442\u0432\u0430\u0440\u0438 \u043d\u0435 \u0438\u0434\u0443 \u043a\u0430\u043a\u043e \u0442\u0440\u0435\u0431\u0430 \u0438 \u0448\u0442\u0430 \u0432\u0435\u045b \u0444\u0443\u043d\u043a\u0446\u0438\u043e\u043d\u0438\u0448\u0435. \u0422\u0430\u0434\u0430 \u0458\u0435 \u0442\u0430\u043a\u043e\u0452\u0435 \u043c\u043e\u0433\u0443\u045b\u0435 \u043e\u043f\u0442\u0438\u043c\u0438\u0437\u043e\u0432\u0430\u0442\u0438 \u0441\u0430 \u0441\u043c\u0438\u0441\u043b\u043e\u043c \u0438 \u0440\u0430\u0437\u0443\u043c\u0435\u0432\u0430\u045a\u0435\u043c.<\/p>

\"\u041d\u0430\u0458\u0432\u0430\u0436\u043d\u0438\u0458\u0438<\/figure><\/div>

\u041a\u043e\u0458\u0435 KPI-\u0458\u0435 \u0410\u043c\u0430\u0437\u043e\u043d \u043a\u043e\u0440\u0438\u0441\u0442\u0438?<\/h2>

\u0417\u0430 \u0440\u0430\u0437\u043b\u0438\u043a\u0443 \u043e\u0434 \u043f\u0440\u043e\u0434\u0430\u0432\u0430\u0446\u0430 \u043a\u043e\u0458\u0438 \u0438\u043c\u0430\u0458\u0443 \u0441\u0432\u043e\u0458\u0443 \u043e\u043d\u043b\u0430\u0458\u043d \u043f\u0440\u043e\u0434\u0430\u0432\u043d\u0438\u0446\u0443, \u043f\u0440\u043e\u0434\u0430\u0432\u0446\u0438 \u043d\u0430 \u0442\u0440\u0436\u0438\u0448\u0442\u0443 \u0441\u0435 \u0441\u0443\u043e\u0447\u0430\u0432\u0430\u0458\u0443 \u0441\u0430 \u043f\u043e\u0441\u0435\u0431\u043d\u0438\u043c \u0438\u0437\u0430\u0437\u043e\u0432\u0438\u043c\u0430. \u0422\u043e \u0458\u0435 \u0437\u0430\u0442\u043e \u0448\u0442\u043e \u0441\u0443 KPI-\u0458\u0438 \u043e\u0434 \u0437\u043d\u0430\u0447\u0430\u0458\u0430 \u0437\u0430 \u0410\u043c\u0430\u0437\u043e\u043d \u0447\u0435\u0441\u0442\u043e \u043e\u0434\u0440\u0435\u0452\u0435\u043d\u0438 \u043e\u0434 \u0441\u0442\u0440\u0430\u043d\u0435 \u0441\u0430\u043c\u043e\u0433 \u043e\u043d\u043b\u0430\u0458\u043d \u0433\u0438\u0433\u0430\u043d\u0442\u0430. \u0410\u043a\u043e \u043d\u0435 \u043e\u0431\u0440\u0430\u0442\u0438\u0442\u0435 \u043f\u0430\u0436\u045a\u0443 \u043d\u0430 \u043e\u0432\u0435 \u043a\u0459\u0443\u0447\u043d\u0435 \u043f\u043e\u043a\u0430\u0437\u0430\u0442\u0435\u0459\u0435 \u0443\u0447\u0438\u043d\u043a\u0430 \u0410\u043c\u0430\u0437\u043e\u043d\u0430, \u043d\u0435\u043c\u0430\u0442\u0435 \u0448\u0430\u043d\u0441\u0435 \u0434\u0430 \u0441\u0435 \u0432\u0438\u0441\u043e\u043a\u043e \u0440\u0430\u043d\u0433\u0438\u0440\u0430\u0442\u0435 \u0441\u0430 \u0441\u0432\u043e\u0458\u0438\u043c \u043f\u0440\u043e\u0438\u0437\u0432\u043e\u0434\u0438\u043c\u0430 \u0438\u043b\u0438 \u0434\u0430 \u043e\u0441\u0432\u043e\u0458\u0438\u0442\u0435 Buy Box<\/a>. \u0410 \u043e\u043d\u0438 \u043a\u043e\u0458\u0438 \u0442\u043e \u043d\u0435 \u0443\u0447\u0438\u043d\u0435 \u0442\u0435\u0448\u043a\u043e \u0434\u0430 \u045b\u0435 \u043f\u0440\u043e\u0434\u0430\u0442\u0438 \u0431\u0438\u043b\u043e \u043a\u043e\u0458\u0438 \u043f\u0440\u043e\u0438\u0437\u0432\u043e\u0434.<\/p>

\u0414\u0430 \u0431\u0443\u0434\u0435 \u0433\u043e\u0440\u0435, \u043c\u043d\u043e\u0433\u0438 \u043e\u0434 \u0443\u043e\u0431\u0438\u0447\u0430\u0458\u0435\u043d\u0438\u0445 KPI-\u0458\u0430 \u0410\u043c\u0430\u0437\u043e\u043d\u0430, \u043a\u0430\u043e \u0448\u0442\u043e \u0441\u0443 \u043f\u0440\u0438\u043a\u0430\u0437\u0438 \u0438\u043b\u0438 \u0441\u0442\u043e\u043f\u0430 \u043a\u043b\u0438\u043a\u043e\u0432\u0430, \u043c\u043e\u0433\u0443 \u0441\u0435 \u043c\u0435\u0440\u0438\u0442\u0438 \u0441\u0430\u043c\u043e \u043f\u0440\u0438\u0431\u043b\u0438\u0436\u043d\u043e \u043e\u0434 \u0441\u0442\u0440\u0430\u043d\u0435 \u043f\u0440\u043e\u0434\u0430\u0432\u0446\u0430 \u043d\u0430 \u0442\u0440\u0436\u0438\u0448\u0442\u0443, \u0438\u043b\u0438 \u0441\u0435 \u0443\u043e\u043f\u0448\u0442\u0435 \u043d\u0435 \u043c\u043e\u0433\u0443 \u043c\u0435\u0440\u0438\u0442\u0438. \u041d\u0430\u0458\u0431\u043e\u0459\u0430 \u0448\u0430\u043d\u0441\u0430 \u0434\u0430 \u0443\u0442\u0438\u0447\u0443 \u043d\u0430 \u0441\u0442\u043e\u043f\u0443 \u043a\u043b\u0438\u043a\u043e\u0432\u0430, \u0441\u0442\u043e\u043f\u0443 \u043a\u043e\u043d\u0432\u0435\u0440\u0437\u0438\u0458\u0435 \u0438 \u043f\u0440\u043e\u0434\u0430\u0458\u0443 \u0458\u0435 \u0434\u0430 \u043f\u0440\u043e\u0434\u0430\u0432\u0446\u0438 \u043f\u043e\u0437\u043d\u0430\u0458\u0443 \u043c\u0435\u0442\u0440\u0438\u043a\u0435 KPI \u0410\u043c\u0430\u0437\u043e\u043d\u0430<\/a> \u0438 \u043e\u043f\u0442\u0438\u043c\u0438\u0437\u0443\u0458\u0443 \u0441\u0432\u043e\u0458\u0435 \u043f\u043e\u0441\u043b\u043e\u0432\u0430\u045a\u0435 \u0443 \u0441\u043a\u043b\u0430\u0434\u0443 \u0441 \u0442\u0438\u043c.<\/p>

\u041a\u0430\u0437\u043d\u0430 \u0437\u0430 \u043d\u0435\u043f\u043e\u0448\u0442\u043e\u0432\u0430\u045a\u0435<\/h3>

\u0410\u043b\u0438 \u043f\u043e\u0441\u0442\u043e\u0458\u0438 \u0458\u043e\u0448 \u0458\u0435\u0434\u0430\u043d \u0432\u0430\u0436\u0430\u043d \u0440\u0430\u0437\u043b\u043e\u0433 \u0437\u0430\u0448\u0442\u043e \u0440\u0435\u043b\u0435\u0432\u0430\u043d\u0442\u043d\u0435 KPI-\u0458\u0435 \u0410\u043c\u0430\u0437\u043e\u043d\u0430 \u0434\u0435\u0444\u0438\u043d\u0438\u0442\u0438\u0432\u043d\u043e \u0442\u0440\u0435\u0431\u0430 \u043f\u0440\u0430\u0442\u0438\u0442\u0438: \u0410\u043c\u0430\u0437\u043e\u043d \u0442\u043e \u0442\u0430\u043a\u043e\u0452\u0435 \u0440\u0430\u0434\u0438. \u0410\u043a\u043e \u043f\u0440\u043e\u0434\u0430\u0432\u0446\u0438 \u0438\u0433\u043d\u043e\u0440\u0438\u0448\u0443 \u043c\u0435\u0442\u0440\u0438\u043a\u0435 \u0443\u0447\u0438\u043d\u043a\u0430, \u0440\u0438\u0437\u0438\u043a\u0443\u0458\u0443 \u0434\u0430 \u043d\u0435 \u0431\u0443\u0434\u0443 \u0443 \u043c\u043e\u0433\u0443\u045b\u043d\u043e\u0441\u0442\u0438 \u0434\u0430 \u0438\u0441\u043f\u0443\u043d\u0435 \u0437\u0430\u0445\u0442\u0435\u0432\u0430\u043d\u0435 \u0441\u0442\u0430\u043d\u0434\u0430\u0440\u0434\u0435. \u0427\u0438\u043c \u0441\u0435 \u0442\u043e \u0434\u043e\u0433\u043e\u0434\u0438, \u0410\u043c\u0430\u0437\u043e\u043d \u043e \u0442\u043e\u043c\u0435 \u0437\u043d\u0430 – \u0438 \u0442\u043e \u043c\u043e\u0436\u0435 \u0443\u0442\u0438\u0446\u0430\u0442\u0438 \u043d\u0430 \u0432\u0438\u0448\u0435 \u043e\u0434 \u0441\u0430\u043c\u043e Buy Box \u0440\u0430\u043d\u0433\u0438\u0440\u0430\u045a\u0430 \u0438\u043b\u0438 \u043f\u0440\u043e\u0444\u0438\u0442\u0430. \u0421\u0432\u0430\u043a\u043e \u043a\u043e \u0458\u0435 \u0438\u043a\u0430\u0434\u0430 \u043c\u043e\u0440\u0430\u043e \u0434\u0430 \u0440\u0430\u0437\u0432\u0438\u0458\u0435 \u0430\u043a\u0446\u0438\u043e\u043d\u0438 \u043f\u043b\u0430\u043d \u0440\u0430\u0437\u0443\u043c\u0435 \u0434\u0430 \u0458\u0435 \u0442\u043e \u0431\u0435\u0441\u043a\u043e\u0440\u0438\u0441\u0442\u0430\u043d \u043f\u043e\u0434\u0443\u0445\u0432\u0430\u0442 \u043a\u043e\u0458\u0438 \u0441\u0430\u043c\u043e \u0442\u0440\u043e\u0448\u0438 \u0432\u0440\u0435\u043c\u0435 \u0438 \u043d\u043e\u0432\u0430\u0446. \u0423 \u043d\u0430\u0458\u0433\u043e\u0440\u0435\u043c \u0441\u043b\u0443\u0447\u0430\u0458\u0443, \u0433\u0438\u0433\u0430\u043d\u0442 \u0435\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u0441\u043a\u0435 \u0442\u0440\u0433\u043e\u0432\u0438\u043d\u0435 \u045b\u0435 \u0447\u0430\u043a \u0431\u043b\u043e\u043a\u0438\u0440\u0430\u0442\u0438 \u0447\u0438\u0442\u0430\u0432 \u043f\u0440\u043e\u0434\u0430\u0432\u0430\u0447\u043a\u0438 \u043d\u0430\u043b\u043e\u0433. \u0417\u0430 \u043f\u0440\u0435\u0434\u0443\u0437\u0435\u0442\u043d\u0438\u043a\u0435 \u0447\u0438\u0458\u0435 \u0458\u0435 \u043e\u0441\u043d\u043e\u0432\u043d\u043e \u043f\u043e\u0441\u043b\u043e\u0432\u0430\u045a\u0435 \u0410\u043c\u0430\u0437\u043e\u043d, \u0442\u043e \u0431\u0438 \u0431\u0438\u043e \u043a\u0430\u0442\u0430\u0441\u0442\u0440\u043e\u0444\u0430.<\/p>

\u041f\u043e\u0441\u0442\u043e\u0458\u0438 \u043c\u043d\u043e\u0433\u043e \u0440\u0430\u0437\u043b\u043e\u0433\u0430 \u043a\u043e\u0458\u0438 \u0433\u043e\u0432\u043e\u0440\u0435 \u0443 \u043f\u0440\u0438\u043b\u043e\u0433 \u043f\u0440\u0430\u045b\u0435\u045a\u0443 \u0441\u0432\u0438\u0445 \u043a\u0459\u0443\u0447\u043d\u0438\u0445 \u043f\u043e\u043a\u0430\u0437\u0430\u0442\u0435\u0459\u0430 \u0443\u0447\u0438\u043d\u043a\u0430. \u0410\u043a\u043e \u043d\u0435\u043a\u0438 KPI \u0410\u043c\u0430\u0437\u043e\u043d\u0430 \u043f\u0440\u0435\u0442\u0438 \u0434\u0430 \u0443\u0452\u0435 \u0443 \u043a\u0440\u0438\u0442\u0438\u0447\u0430\u043d \u043e\u043f\u0441\u0435\u0433, \u043c\u043e\u0433\u0443 \u0441\u0435 \u043f\u0440\u0435\u0434\u0443\u0437\u0435\u0442\u0438 \u043a\u043e\u043d\u0442\u0440\u0430\u043c\u0435\u0440\u0435 \u0443 \u0440\u0430\u043d\u043e\u0458 \u0444\u0430\u0437\u0438 \u0438 \u0438\u0437\u0431\u0435\u0433\u043d\u0443\u0442\u0438 \u0431\u043b\u043e\u043a\u0430\u0434\u0430 \u043d\u0430\u043b\u043e\u0433\u0430.<\/p>

\"\u041d\u0430\u0458\u0432\u0430\u0436\u043d\u0438\u0458\u0438<\/figure><\/div>

Va\u017eni KPI: Amazon prodav\u010devi performansni metri\u010dki<\/h3>

Da li ste se ikada zapitali: \u201cKako Amazon meri uspeh\u201d? Do sada bi svaki prodavac na tr\u017ei\u0161tu trebao da shvati da metoda isporuke i vreme isporuke igraju va\u017enu ulogu. Amazon preferira kada prodavci \u0161alju putem svog internog programa “Ispunjenje od strane Amazona” (FBA). S jedne strane, to donosi vi\u0161e prihoda provajderu platforme, a s druge strane, garantuje brzu i jednostavnu isporuku, \u0161to osigurava zadovoljstvo kupaca. Ali Prime by Seller ili metode isporuke od strane trgovca tako\u0111e ispunjavaju standarde.<\/p>

Jednako va\u017ena kao Amazon klju\u010dni indikatori performansi<\/a>, me\u0111utim, je op\u0161ta performansa prodavca. Ovo se sastoji od razli\u010ditih indikatora: <\/p>

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\u017ebine<\/td>ispod 2.5%, po mogu\u0107stvu 0%<\/td><\/tr>
Stopa validnosti brojeva za pra\u0107enje<\/td>Brojevi za pra\u0107enje koji su validni<\/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 povratima<\/td>Zahtev za povratom sa negativnom ocenom kupca, upiti za povrat nisu odgovoreni u roku od 48h, upiti za povrat pogre\u0161no odbijeni<\/td>ispod 10%, ako je mogu\u0107e 0%<\/td><\/tr>
Ocene prodavca<\/td>Prose\u010dna ocena prodavca i broj recenzija<\/td>\u0161to pozitivnije mogu\u0107e, \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, ako je mogu\u0107e ispod 12h<\/td><\/tr>
Zalihe<\/td>Nema na skladi\u0161tu, problemi sa isporukom<\/td>\u0161to re\u0111e mogu\u0107e<\/td><\/tr>
nezadovoljstvo korisni\u010dkom podr\u0161kom<\/td>negativna ocena kupca zbog odgovora u po\u0161ti izme\u0111u kupca i prodavca<\/td>\u0161to ni\u017ee mogu\u0107e<\/td><\/tr>
Stopa nadoknade<\/td>Odnos povra\u0107aja novca u poslednjih 30 dana prema ukupnom broju narud\u017ebina<\/td>\u0161to ni\u017ee mogu\u0107e<\/td><\/tr><\/tbody><\/table><\/figure>

Ostali relevantni KPI 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 privatnih brendova posebno se moraju baviti pitanjem ogla\u0161avanja. Kada su u pitanju Amazon marketing KPI, me\u0111utim, iste performansne metrike se primenjuju na logisti\u010dkog giganta koje se koriste u konvencionalnom marketingu.<\/p>

Jedan 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 prelaziti 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 niz drugih faktora koji se moraju razmatrati pojedina\u010dno, 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<\/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. Ovo uzima u obzir \u0161iri uticaj Amazon Ads.<\/p>

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

Kada se govori o indikatorima performansi prodavaca na Amazonu, neophodno je pomenuti ogla\u0161iva\u010dke KPI. Razlog za to je \u0161to \u0107e vam Amazon ogla\u0161iva\u010dki KPI pru\u017eiti korisne uvide u efikasnost i profitabilnost kampanja koje sprovodite. To, zauzvrat, omogu\u0107ava dono\u0161enje odluka zasnovanih na podacima kako bi se optimizovala performansa i maksimizirao va\u0161 ROI.<\/p>

Da biste se fokusirali na najva\u017enije Amazon ogla\u0161iva\u010dke KPI, razmotrite slede\u0107ih pet:<\/p>

1. Tro\u0161ak 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 indikator profitabilnosti, poma\u017eu\u0107i vam da razumete da li previ\u0161e tro\u0161ite na oglase u odnosu na prodaju koju oni donose.<\/p>

2. Povrat 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 va\u017eno: CVR pokazuje koliko su efikasni va\u0161a reklama i listing 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 va\u017eno: Ova metrika pokazuje direktan uticaj va\u0161ih reklama na prodaju. Klju\u010dna je za razumevanje prihoda generisanog iz va\u0161ih reklamnih kampanja i procenu njihove ukupne efikasnosti.<\/p>

Ovi KPI-ji su su\u0161tinski za pra\u0107enje uspeha va\u0161ih Amazon reklamnih kampanja 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-je? 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 univerzumu, \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 posti\u017ee 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":"

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