{"id":109680,"date":"2020-06-23T08:25:00","date_gmt":"2020-06-23T08:25:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/olulisemad-amazoni-kpi-d-ulevaates-need-naitajad-millele-muujad-peaksid-kindlasti-tahelepanu-poorama\/"},"modified":"2025-12-10T08:31:15","modified_gmt":"2025-12-10T08:31:15","slug":"olulisemad-amazoni-kpi-d-ulevaates-need-naitajad-millele-muujad-peaksid-kindlasti-tahelepanu-poorama","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/et\/blog\/olulisemad-amazoni-kpi-d-ulevaates-need-naitajad-millele-muujad-peaksid-kindlasti-tahelepanu-poorama\/","title":{"rendered":"Olulisemad Amazoni KPI-d \u00fclevaates: Need n\u00e4itajad, millele m\u00fc\u00fcjad peaksid kindlasti t\u00e4helepanu p\u00f6\u00f6rama!"},"content":{"rendered":"\n

M\u00fc\u00fct p\u00fcsib kangekaelselt: Amazon rikastab kauplejaid. Kuid iga\u00fcks, kes on selle teemaga juba tegelenud, j\u00f5uab kiiresti arusaamisele: Amazon v\u00f5ib m\u00fc\u00fcjate jaoks h\u00e4sti toimida, kuid see ei ole kaugeltki iseenesestm\u00f5istetav! Nagu iga teise \u00e4ri puhul, peavad ettev\u00f5tjad ka Amazoni puhul j\u00e4lgima olulisi KPI-sid.<\/p>\n\n\n\n

Sest e-kaubanduse hiiglane karistab turuplatside m\u00fc\u00fcjaid, kes ei hoia oma n\u00e4itajaid kontrolli all, kiiresti. Kuid k\u00f5igepealt tahame selgitada, mis on nn v\u00f5tme tulemuslikkuse n\u00e4itajad<\/strong>, l\u00fchidalt KPI, ja milleks need kasulikud v\u00f5ivad olla. Seej\u00e4rel uurime Amazoni KPI-sid l\u00e4hemalt.<\/p>\n\n\n\n

Mis on KPI-d ja miks on KPI-d kasulikud?<\/h2>\n\n\n\n

\u201eV\u00f5tme tulemuslikkuse n\u00e4itaja\u201c t\u00f5lgitakse kui \u201etulemuslikkuse n\u00e4itaja<\/strong>\u201c ja see p\u00e4rineb \u00e4rijuhtimise teadusest. KPI-de abil saab m\u00f5\u00f5ta, mil m\u00e4\u00e4ral on olulised eesm\u00e4rgid saavutatud v\u00f5i kui kaugele need on j\u00f5udnud. Tootmisvaldkonnas v\u00f5ib oluline KPI n\u00e4iteks olla masina keskmine koormus v\u00f5rreldes maksimaalse v\u00f5imaliku koormusega.<\/p>\n\n\n\n

Suur levik on see kontseptsioon leidnud ka digitaalvaldkonnas<\/strong>. Olgu see siis oma veebipood v\u00f5i Amazon \u2013 oluline KPI on n\u00e4iteks konversioonim\u00e4\u00e4r. Reklaamijate jaoks puudutavad KPI-d reklaami n\u00e4itamisi ja nende klikkimise m\u00e4\u00e4ra. B2B veebisaidid m\u00f5\u00f5davad oma edu sageli juhtide arvu p\u00f5hjal.<\/p>\n\n\n\n

Nii aitavad KPI-d hoida olulisi tulemuslikkuse n\u00e4itajaid silmas ja s\u00fcsteemselt kontrollida kriitilisi edutegureid<\/strong>. Ainult see, kes m\u00f5\u00f5dab oma edu v\u00f5i ebaedu, teab, millistes kohtades mehhanismis on probleem ja mis juba h\u00e4sti toimib. Siis on v\u00f5imalik ka m\u00f5istlikult ja arukalt optimeerida.<\/p>\n\n\n\n

Millised KPI-d on Amazoni jaoks olulised?<\/h2>\n\n\n\n

Erinevalt kauplejatest, kellel on oma veebipood, seisavad turuplatside m\u00fc\u00fcjad silmitsi eriliste v\u00e4ljakutsetega. Sest Amazoni jaoks olulised KPI-d on sageli m\u00e4\u00e4ratud veebihiiglane ise<\/strong>. Kes neid tulemuslikkuse n\u00e4itajaid ei j\u00e4lgi, ei saa oma toodetega k\u00f5rgele positsioonile t\u00f5usta ega Buy Box<\/a> v\u00f5ita. Ja kes seda ei suuda, ei m\u00fc\u00fc t\u00f5en\u00e4oliselt tooteid.<\/p>\n\n\n\n

Raskendav on see, et paljusid tavalisi KPI-sid, nagu n\u00e4iteks n\u00e4itamised v\u00f5i klikkimise m\u00e4\u00e4r, ei saa turuplatside m\u00fc\u00fcjad m\u00f5\u00f5ta v\u00f5i saavad neid ainult umbkaudselt m\u00f5\u00f5ta. Parim v\u00f5imalus klikkimise m\u00e4\u00e4ra, konversioonim\u00e4\u00e4ra ja m\u00fc\u00fcgi m\u00f5jutamiseks<\/a> on kauplejatel, kui nad tunnevad Amazoni m\u00e4\u00e4ratud KPI-m\u00f5\u00f5dikud ja suunavad oma \u00e4ri optimeerimise vastavalt sellele.<\/p>\n\n\n\n

Karistus t\u00e4helepanuta j\u00e4tmise korral<\/h3>\n\n\n\n

Kuid on veel \u00fcks oluline p\u00f5hjus, miks Amazoni olulisi KPI-sid kindlasti j\u00e4lgida tuleks: Amazon teeb seda samuti. Kauplejad, kes ei p\u00f6\u00f6ra t\u00e4helepanu tulemuslikkuse n\u00e4itajatele, riskivad sellega, et nad ei suuda n\u00f5utud standardeid t\u00e4ita.<\/strong> Kui see juhtub, teab Amazon sellest \u2013 ja see v\u00f5ib m\u00f5jutada mitte ainult positsiooni v\u00f5i Buy Box kasumit. Iga\u00fcks, kes on kunagi pidanud koostama tegevuskava, teab, et see ei ole soovitav eesm\u00e4rk ja raiskab ainult tarbetult aega ja raha. Halvimal juhul blokeerib e-kaubanduse hiiglane isegi kogu m\u00fc\u00fcjakonto. Ettev\u00f5tjatele, kelle peamine \u00e4ri on Amazon, oleks see katastroof.<\/p>\n\n\n\n

Seega r\u00e4\u00e4gib palju selle poolt, et k\u00f5iki tulemuslikkuse n\u00e4itajaid j\u00e4lgida. Kui Amazoni KPI on ohus kriitilisse piirkonda langeda, saab juba varakult v\u00f5tta vastumeetmeid ja v\u00e4ltida konto sulgemist.<\/p>\n\n\n\n

Olulised KPI-d: M\u00fc\u00fcja tulemuslikkus<\/h3>\n\n\n\n

Et saadetise t\u00fc\u00fcp<\/strong> ja saadetise kestus<\/strong> m\u00e4ngivad olulist rolli, on n\u00fc\u00fcdseks ilmselt iga turuplatside m\u00fc\u00fcja m\u00e4rganud. Amazoni jaoks on k\u00f5ige parem, kui kauplejad saadavad l\u00e4bi oma programmi \u201eAmazoni t\u00e4itmine\u201d (FBA)<\/a>. \u00dchelt poolt toob see platvormi pakkujale t\u00e4iendavaid tulusid, teiselt poolt tagab see kiire ja lihtsa kohaletoimetamise, mis kindlustab kliendirahulolu. Kuid ka saadetise t\u00fc\u00fcbid Prime m\u00fc\u00fcjate kaudu<\/em> v\u00f5i kaupleja t\u00e4itmine<\/em> vastavad standarditele.<\/p>\n\n\n\n

Amazoni KPI k\u00f5rval on sama oluline ka \u00fcldine m\u00fc\u00fcja tulemuslikkus<\/strong>. See koosneb erinevatest n\u00e4itajatest:<\/p>\n\n\n\n

Amazoni KPI<\/strong><\/th>Kirjeldus<\/strong><\/th>Maksimaalne v\u00e4\u00e4rtus \/ Ideaalne v\u00e4\u00e4rtus<\/strong><\/th><\/tr><\/thead>
M\u00fc\u00fcgihinna ja tellimuste puuduj\u00e4\u00e4kide m\u00e4\u00e4r<\/td>Negatiivne hinnang, teenusega seotud krediitkaardi tagasimakse, A kuni Z garantiitaotlus<\/a><\/td>alla 1%, v\u00f5imalikult 0%<\/td><\/tr>
T\u00fchistamism\u00e4\u00e4r<\/td>M\u00fc\u00fcja t\u00fchistamised enne tellimuse t\u00e4itmist<\/td>alla 2,5%, v\u00f5imalikult 0%<\/td><\/tr>
Saadetise j\u00e4lgimisnumbrite kehtivuse m\u00e4\u00e4r<\/td>Kehtivad saadetise j\u00e4lgimisnumbrid<\/td>v\u00e4hemalt 95%, v\u00f5imalikult 100%<\/td><\/tr>
Hilinenud kohaletoimetamiste m\u00e4\u00e4r<\/td>hilinenud kohaletoimetamine = saadetise kinnitamine p\u00e4rast eeldatava saatmise kuup\u00e4eva m\u00f6\u00f6dumist<\/td>alla 4%, v\u00f5imalikult 0%<\/td><\/tr>
Rahulolematus tagastustega<\/td>Tagastustaotlus negatiivse kliendihinnanguga, tagastamisele seotud k\u00fcsimustele, millele ei ole vastatud 48 tunni jooksul, vale t\u00f5ttu tagasi l\u00fckatud tagastustaotlused<\/td>alla 10%, v\u00f5imalikult 0%<\/td><\/tr>
M\u00fc\u00fcja hinnangud<\/td>M\u00fc\u00fcri keskmine hinnang ja hinnangute arv<\/td>nii positiivne kui v\u00f5imalik, nii k\u00f5rge kui v\u00f5imalik<\/td><\/tr>
Reaktsiooniaeg<\/td>keskmine aeg viimase 90 p\u00e4eva jooksul, mis kulus kliendik\u00fcsimustele vastamiseks<\/td>alla 24h, v\u00f5imalikult alla 12h<\/td><\/tr>
Laoseis<\/td>Lao t\u00fchi, tarnimisraskused<\/td>nii harva kui v\u00f5imalik<\/td><\/tr>
Rahulolematus klienditeenindusega<\/td>negatiivne hinnang kliendilt vastusele ostja-m\u00fc\u00fcja postkastis<\/td>nii v\u00e4ike kui v\u00f5imalik<\/td><\/tr>
Hinnangud ja tagasimaksed<\/td>Viimase 30 p\u00e4eva tagasimaksete suhe koguarvuga tellimustele<\/td>nii madal kui v\u00f5imalik<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\t\t
\n\t\t
\n\t\t\t
\n\t
\n\t\t
\n\t\t\t\t\t\t\t\n\t\t\t\t\t\"Die\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t
\n\t\t\t
\n\t\t\t\t14 k\u00f5ige olulisemat kriteeriumi BuyBox’i v\u00f5itmiseks Amazonis ja kuidas oma m\u00f5\u00f5dikuid kontrolli all hoida<\/a>\n\t\t\t<\/div>\n\t\t\t
\u00dcksikasjalik kirjeldus k\u00f5igist Amazonis m\u00e4\u00e4ravatest KPI-dest<\/strong> m\u00fc\u00fcjatele ja kuidas nad optimeerimisele l\u00e4heneda, on meil juba siin<\/a> \u00fcksikasjalikult arutatud. Me ei nimeta mitte ainult miinimumn\u00f5udeid ja k\u00f5iki ideaalseid v\u00e4\u00e4rtusi, vaid ka aluseks olevat arvutusvalemit.<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\t\t<\/div>\n\t<\/div>\n\n\n\n

Lisaks olulised KPI-d Amazonile<\/h3>\n\n\n\n

Professionaalsed m\u00fc\u00fcjad ei loetle oma tooteid ainult Amazonis, j\u00e4lgivad olulisi KPI-metreid ja l\u00f5petavad siis t\u00f6\u00f6p\u00e4eva. Siia kuulub rohkem. Eriti Private Label m\u00fc\u00fcjad peavad tegelema ka reklaamimise teemaga<\/a>. Ja sellega kehtivad samad tulemusn\u00e4itajad Amazonis, mida kasutatakse turunduses<\/strong> \u00fcldiselt KPI-dena.<\/p>\n\n\n\n

Samuti oluline Amazoni KPI on seega ACoS<\/strong>, l\u00fchend \u201eReklaamikulud m\u00fc\u00fcgist\u201c. See n\u00e4itaja seab reklaamikampaaniate kulud suhteesse selle reklaami kaudu teenitud m\u00fc\u00fcgiga: ACoS = reklaamikulud \/ m\u00fc\u00fck.<\/p>\n\n\n\n

Kui m\u00fc\u00fck on 50 000 eurot ja reklaamikulud 3 000 eurot, siis ACoS oleks 6%. Kuid maksimaalne ACoS, mis v\u00f5ib olla, on tootest toote erinev<\/strong>. Selleks tuleb m\u00fc\u00fcgihinnast maha arvata k\u00f5ik kulud, mis m\u00fc\u00fcjal lisaks on, n\u00e4iteks tootmiskulud, k\u00e4ibemaks v\u00f5i \u00fcldkulud. Kui m\u00fc\u00fcja teenib n\u00e4iteks kohvimasinaga 15 protsenti m\u00fc\u00fcgihinnast kasumit, ei tohi ACoS \u00fcletada 15 protsenti. Vastasel juhul muutub see kahjumlikuks tehinguks.<\/p>\n\n\n\n

Kuid kui k\u00f5rge v\u00f5i madal ACoS Amazoni KPI v\u00f5ib olla, s\u00f5ltub see paljuski paljusid teisi tegureid, mida tuleb individuaalselt arvesse v\u00f5tta, n\u00e4iteks PPC-kampaaniate eesm\u00e4rk<\/strong>, marginaal<\/strong> ja kui k\u00f5rge on konkurentsi surve<\/strong> tootekategoorias. Erinevalt Google Adsi reklaamidest m\u00f5jutavad Amazoni reklaamid mitte ainult toote m\u00fc\u00fcki, vaid neil on alati ka m\u00f5ju orgaanilisele n\u00e4htavusele.<\/p>\n\n\n\n

Selle pigem tervikliku m\u00f5ju t\u00f5ttu on paljud m\u00fc\u00fcjad hakanud rohkem t\u00e4helepanu p\u00f6\u00f6rama tellimiskuludele (CPO)<\/strong> Amazoni KPI-na. Sellega jagatakse teatud ajavahemiku reklaamikulud sama ajavahemiku jooksul teenitud kogum\u00fc\u00fcgiga. Nii arvestatakse, et Amazoni reklaamidel on suurem m\u00f5ju.<\/p>\n\n\n\n

Kokkuv\u00f5te: Kes ei j\u00e4lgi, kaotab!<\/h2>\n\n\n\n

M\u00fc\u00fca Amazonis, kuid mitte regulaarselt KPI-metreid kontrollida? Seda v\u00f5ib proovida, kuid see on m\u00f5ttetu. Sest kes ei tea, kus s\u00fcsteemis viga on, ei suuda oma \u00e4ri \u00f5igeaegselt optimeerida. Tagaj\u00e4rjed v\u00f5ivad olla mitte ainult langus reitingus v\u00f5i Buy Box kaotus \u2013 ka konto sulgemine on t\u00e4iesti realistlik v\u00f5imalus.<\/p>\n\n\n\n

Seet\u00f5ttu peaksid Amazoni m\u00fc\u00fcjad alati j\u00e4lgima olulisi KPI n\u00e4itajaid ja probleemide korral \u00f5igeaegselt reageerima.<\/strong> Sama kehtib ka PPC-kampaaniate tulemuslikkuse kohta Amazoni maailmas, kuigi n\u00f5uded ei ole siin nii konkreetsed kui m\u00fc\u00fcja tulemuslikkuse puhul. Siin tuleks j\u00e4lgida ACoS-i ja CPO-d, et hinnata, kas kampaania saavutab oma eesm\u00e4rgid.<\/p>\n\n\n\n

Pildiallikad piltide j\u00e4rjekorras: \u00a9 WrightStudio \u2013 stock.adobe.com<\/p>\n","protected":false},"excerpt":{"rendered":"

M\u00fc\u00fct p\u00fcsib kangekaelselt: Amazon rikastab kauplejaid. Kuid iga\u00fcks, kes on selle teemaga juba tegelenud, j\u00f5uab kiiresti arusaamisele: Amazon v\u00f5ib m\u00fc\u00fcjate jaoks h\u00e4sti toimida, kuid see ei ole kaugeltki iseenesestm\u00f5istetav! Nagu iga teise \u00e4ri puhul, peavad ettev\u00f5tjad ka Amazoni puhul j\u00e4lgima olulisi KPI-sid. Sest e-kaubanduse hiiglane karistab turuplatside m\u00fc\u00fcjaid, kes ei hoia oma n\u00e4itajaid kontrolli all,<\/p>\n","protected":false},"author":3,"featured_media":1587,"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":[993],"tags":[],"class_list":["post-109680","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-koik-buy-box-kohta"],"yoast_head":"\nAmazoni KPI: Need on k\u00f5ige olulisemad tulemusn\u00e4itajad m\u00fc\u00fcjatele!<\/title>\n<meta name=\"description\" content=\"Me \u00fctleme teile, milliseid Amazoni KPI-sid iga m\u00fc\u00fcja peab j\u00e4lgima. 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