{"id":223983,"date":"2020-06-23T08:25:00","date_gmt":"2020-06-23T08:25:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/svarbiausi-amazon-kpi-vienoje-vietoje-sie-rodikliai-turetu-buti-neabejotinai-apsvarstyti-pardaveju\/"},"modified":"2020-06-23T08:25:00","modified_gmt":"2020-06-23T08:25:00","slug":"svarbiausi-amazon-kpi-vienoje-vietoje-sie-rodikliai-turetu-buti-neabejotinai-apsvarstyti-pardaveju","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/lt\/blog\/svarbiausi-amazon-kpi-vienoje-vietoje-sie-rodikliai-turetu-buti-neabejotinai-apsvarstyti-pardaveju\/","title":{"rendered":"Svarbiausi Amazon KPI vienoje vietoje: \u0160ie rodikliai tur\u0117t\u0173 b\u016bti neabejotinai apsvarstyti pardav\u0117j\u0173!"},"content":{"rendered":"

Mitai i\u0161lieka: Amazon padaro pardav\u0117jus turtingais. Ta\u010diau kiekvienas, kuris susid\u016br\u0117 su \u0161ia tema, greitai supranta: Amazon gali gerai veikti pardav\u0117jams, ta\u010diau tai jokiu b\u016bdu n\u0117ra garantuotas s\u0117km\u0117s receptas! Kaip ir bet kurioje kitoje verslo srityje, verslininkai taip pat turi steb\u0117ti svarbius KPI Amazon.<\/p>

Nes e-komercijos mil\u017einas greitai baus rinkos pardav\u0117jus, kurie neturi savo rodikli\u0173 po kontrol\u0117s. Ta\u010diau pirmiausia norime paai\u0161kinti, kas yra vadinamieji pagrindiniai na\u0161umo rodikliai<\/strong> arba KPI, ir kam jie gali b\u016bti naudingi. Po to gilinsim\u0117s \u012f Amazon KPI.<\/p>

Kas yra KPI ir kod\u0117l KPI yra naudingi?<\/h2>

“Pagrindinis na\u0161umo rodiklis” gali b\u016bti ver\u010diamas kaip “na\u0161umo rodiklis<\/strong>” ir kil\u0119s i\u0161 verslo valdymo. KPI gali matuoti, kiek svarb\u016bs tikslai buvo \u012fgyvendinti arba kiek jie buvo pasiekti. Gamyboje svarbus KPI gal\u0117t\u0173 b\u016bti, pavyzd\u017eiui, vidutin\u0117 ma\u0161inos naudojimo dalis, palyginti su maksimaliu galimu naudojimu.<\/p>

\u0160is konceptas taip pat pla\u010diai naudojamas skaitmenin\u0117je pramon\u0117je<\/strong>. Nesvarbu, ar tai asmenin\u0117 internetin\u0117 parduotuv\u0117, ar Amazon \u2013 svarbus KPI yra, pavyzd\u017eiui, konversijos rodiklis. Reklamos u\u017esakovams KPI susij\u0119 su reklamos per\u017ei\u016bromis ir jos paspaudim\u0173 rodikliu. B2B svetain\u0117s, kita vertus, da\u017enai matuoja savo s\u0117km\u0119 pagal potencialius klientus.<\/p>

Taigi, KPI padeda i\u0161laikyti svarbius na\u0161umo rodiklius po kontrol\u0117s ir sistemingai tikrinti kritinius s\u0117km\u0117s veiksnius<\/strong>. Tik tie, kurie matuoja savo s\u0117km\u0119 ar nes\u0117km\u0119, \u017eino, kur yra problemos ma\u0161inerijoje ir kas jau veikia gerai. Tada taip pat galima optimizuoti tikslingai ir suprantamai.<\/p>

Kurie KPI yra svarb\u016bs Amazon?<\/h2>

Skirtingai nuo pardav\u0117j\u0173, turin\u010di\u0173 savo internetin\u0119 parduotuv\u0119, rinkos pardav\u0117jai susiduria su specialiais i\u0161\u0161\u016bkiais. Tai yra tod\u0117l, kad svarb\u016bs KPI Amazon da\u017enai nustatomi paties interneto mil\u017eino<\/strong>. Tie, kurie nekreipia d\u0117mesio \u012f \u0161iuos na\u0161umo rodiklius, neturi \u0161ans\u0173 auk\u0161tai reitinguoti savo produkt\u0173 ar laim\u0117ti Buy Box<\/a>. O tie, kurie nesugeba to padaryti, vargu ar parduos produktus.<\/p>

Be to, daugelis \u012fprast\u0173 KPI, toki\u0173 kaip per\u017ei\u016bros ar paspaudim\u0173 rodikliai, negali b\u016bti matuojami arba gali b\u016bti matuojami tik apytiksliai rinkos pardav\u0117jo. Geriausia galimyb\u0117 paveikti paspaudim\u0173 rodikl\u012f, konversijos rodikl\u012f ir pardavimus<\/a> yra tai, kad pardav\u0117jai \u017einot\u0173 Amazon nustatytus KPI rodiklius ir atitinkamai suderint\u0173 savo verslo optimizavim\u0105.<\/p>

Bauda u\u017e nesilaikym\u0105<\/h3>

Yra dar viena svarbi prie\u017eastis, kod\u0117l svarbius Amazon KPI tikrai reikia steb\u0117ti: Amazon tai taip pat daro. Jei pardav\u0117jai ignoruoja na\u0161umo rodiklius, jie rizikuoja nesugeb\u0117ti atitikti reikalaujam\u0173 standart\u0173.<\/strong> Kai tai nutinka, Amazon apie tai \u017eino \u2013 ir tai gali paveikti ne tik reiting\u0105 ar Buy Box peln\u0105. Kiekvienas, kuris kada nors tur\u0117jo parengti veiksm\u0173 plan\u0105, \u017eino, kad tai n\u0117ra pageidautinas tikslas ir tik \u0161vaisto nereikaling\u0105 laik\u0105 ir pinigus. Blogiausiu atveju e-komercijos mil\u017einas gali net suspenduoti vis\u0105 pardav\u0117jo paskyr\u0105. Verslininkams, kuri\u0173 pagrindin\u0117 veikla yra Amazon, tai b\u016bt\u0173 katastrofa.<\/p>

Yra daug prie\u017eas\u010di\u0173 steb\u0117ti visus na\u0161umo rodiklius. Jei Amazon KPI grasina patekti \u012f kritin\u0119 srit\u012f, galima anksti imtis prevencini\u0173 priemoni\u0173, kad b\u016bt\u0173 i\u0161vengta paskyros suspendavimo.<\/p>

Svarb\u016bs KPI: Pardav\u0117jo na\u0161umas<\/h3>

Kad siuntimo metodas<\/strong> ir siuntimo trukm\u0117<\/strong> atlieka svarb\u0173 vaidmen\u012f, grei\u010diausiai jau pasteb\u0117jo kiekvienas rinkos pardav\u0117jas. Amazon teikia pirmenyb\u0119, kai pardav\u0117jai siun\u010dia per vidin\u0119 program\u0105 “Amazon \u012fvykdymas” (FBA)<\/a>. Viena vertus, tai suteikia papildom\u0173 pajam\u0173 platformos teik\u0117jui, o kita vertus, garantuoja greit\u0105 ir nesud\u0117ting\u0105 pristatym\u0105, kuris u\u017etikrina klient\u0173 pasitenkinim\u0105. Ta\u010diau siuntimo metodai Prime pardav\u0117j\u0173<\/em> arba Pardav\u0117jo \u012fvykdymas<\/em> taip pat atitinka standartus.<\/p>

Tiek pat svarbus kaip Amazon KPI yra bendra pardav\u0117jo na\u0161umas<\/strong>. Tai sudaro skirtingi rodikliai:<\/p>

Amazon KPI<\/strong><\/th>Apra\u0161ymas<\/strong><\/th>Maksimalus \/ Idealus vert\u0117<\/strong><\/th><\/tr><\/thead>
U\u017esakymo defekt\u0173 rodiklis<\/td>Neigiamas \u012fvertinimas, su paslaugomis susij\u0119s kredito kortel\u0117s gr\u0105\u017einimas, A iki Z garantijos pretenzija<\/a><\/td>ma\u017eiau nei 1%, idealiai 0%<\/td><\/tr>
At\u0161aukimo rodiklis<\/td>Pardav\u0117jo at\u0161aukimai prie\u0161 u\u017esakymo \u012fvykdym\u0105<\/td>ma\u017eiau nei 2,5%, idealiai 0%<\/td><\/tr>
Galiojan\u010di\u0173 sekimo numeri\u0173 rodiklis<\/td>Galiojantys sekimo numeriai<\/td>bent 95%, idealiai 100%<\/td><\/tr>
V\u0117lyv\u0173 pristatym\u0173 rodiklis<\/td>v\u0117luojantis pristatymas = siuntimo patvirtinimas po numatytos siuntimo datos<\/td>\u017eemiau 4%, idealiu atveju 0%<\/td><\/tr>
Nepatenkinimas su Gr\u0105\u017einimais<\/td>Gr\u0105\u017einimo pra\u0161ymas su neigiamu kliento \u012fvertinimu, gr\u0105\u017einimo u\u017eklausos, \u012f kurias neatsakyta per 48 valandas, neteisingai atmesti gr\u0105\u017einimo pra\u0161ymai<\/td>\u017eemiau 10%, idealiu atveju 0%<\/td><\/tr>
Pardav\u0117jo \u012evertinimai<\/td>Vidutinis Pardav\u0117jo \u012evertinimas ir \u012evertinim\u0173 Skai\u010dius<\/td>kiek \u012fmanoma teigiamas, kiek \u012fmanoma auk\u0161tas<\/td><\/tr>
reakcijos laikas<\/td>vidutinis laikas per paskutines 90 dien\u0173, reikalingas atsakyti \u012f klient\u0173 u\u017eklausas<\/td>po 24 valand\u0173, pageidautina po 12 valand\u0173<\/td><\/tr>
inventorius<\/td>I\u0161parduota, pristatymo sunkumai<\/td>kiek \u012fmanoma re\u010diau<\/td><\/tr>
Nepatenkinimas su klient\u0173 aptarnavimu<\/td>neigiamas kliento atsiliepimas i\u0161 atsakymo pirk\u0117jo-pardav\u0117jo pa\u0161to d\u0117\u017eut\u0117je<\/td>kiek \u012fmanoma \u017eemiau<\/td><\/tr>
gr\u0105\u017einim\u0173 rodiklis<\/td>gr\u0105\u017einim\u0173 per paskutines 30 dien\u0173 santykis su bendra u\u017esakym\u0173 skai\u010diumi<\/td>kiek \u012fmanoma \u017eemiau<\/td><\/tr><\/tbody><\/table><\/figure>\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 svarbiausi\u0173 kriterij\u0173, kaip laim\u0117ti Buy Box \u201eAmazon\u201c ir kaip kontroliuoti savo metrik\u0105<\/a>\n\t\t\t<\/div>\n\t\t\t
I\u0161sami vis\u0173 pagrindini\u0173 veiklos rodikli\u0173 (KPI), kurie yra svarb\u016bs Amazon pardav\u0117jams<\/strong>, apra\u0161ymas ir j\u0173 optimizavimo po\u017ei\u016bris jau buvo i\u0161samiai aptartas \u010dia<\/a>. Mes ne tik pateiksime minimalius reikalavimus ir visus idealus rodiklius, bet ir pagrindin\u0119 skai\u010diavimo formul\u0119.<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\t\t<\/div>\n\t<\/div>\n

Papildomi svarb\u016bs KPI Amazon<\/h3>

Profesional\u016bs pardav\u0117jai ne tik \u012fra\u0161o savo produktus Amazon, stebi svarbius KPI rodiklius ir tada baigia dien\u0105. Yra daugiau. Ypa\u010d privat\u016bs prek\u0117s \u017eenklai taip pat turi spr\u0119sti reklamos tem\u0105<\/a>. Ir tie patys veiklos rodikliai taikomi Amazon, kurie naudojami kaip KPI marketinge<\/strong> apskritai.<\/p>

Tod\u0117l dar vienas svarbus Amazon KPI yra ACoS<\/strong>, trumpinys “Reklamos s\u0105naudos pardavimams”. \u0160is rodiklis susieja reklamos kampanij\u0173 i\u0161laidas su pajamomis, gautomis i\u0161 \u0161ios reklamos: ACoS = Reklamos s\u0105naudos \/ Pajamos.<\/p>

Turint 50 000 eur\u0173 pajam\u0173 ir 3 000 eur\u0173 reklamos i\u0161laid\u0173, ACoS b\u016bt\u0173 6%. Ta\u010diau, kiek didelis gali b\u016bti ACoS, skiriasi priklausomai nuo produkto<\/strong>. Tam reikia atimti visas papildomas i\u0161laidas, kurias pardav\u0117jas patiria, i\u0161 pardavimo kainos, tokias kaip gamybos s\u0105naudos, pardavimo mokestis ar bendrosios i\u0161laidos. Pavyzd\u017eiui, jei pardav\u0117jas u\u017edirba 15 procent\u0173 pelno nuo pardavimo kainos su kavos aparatu, ACoS neturi vir\u0161yti 15 procent\u0173. Prie\u0161ingu atveju tai reik\u0161t\u0173 nuostol\u012f.<\/p>

Kiek didelis arba ma\u017eas ACoS gali b\u016bti kaip Amazon KPI, priklauso nuo daugelio kit\u0173 veiksni\u0173, kurie turi b\u016bti vertinami individualiai, toki\u0173 kaip PPC kampanij\u0173 tikslas<\/strong>, mar\u017ea<\/strong> ir kiek didelis konkurencinis spaudimas<\/strong> yra produkto kategorijoje. Skirtingai nuo Google Ads, Amazon Ads ne tik prisideda prie produkto pardavim\u0173, bet ir visada turi \u012ftakos organinei matomumui.<\/p>

D\u0117l \u0161io holistinio poveikio daugelis pardav\u0117j\u0173 prad\u0117jo vis labiau koncentruotis \u012f kain\u0105 u\u017e u\u017esakym\u0105 (CPO)<\/strong> kaip Amazon KPI. \u0160iuo atveju konkretaus laikotarpio reklamos i\u0161laidos dalijamos i\u0161 to paties laikotarpio pasiekt\u0173 bendr\u0173 pardavim\u0173. Tai atsi\u017evelgia \u012f tai, kad Amazon Ads turi didesn\u012f poveikio radius\u0105.<\/p>

I\u0161vada: Tie, kurie neseka, pralaimi!<\/h2>

Pardavimas Amazon<\/a>, bet nesekant svarbi\u0173 KPI rodikli\u0173 reguliariai? Galite bandyti, bet tai beprasmis. Nes tie, kurie ne\u017eino, kur yra klaida sistemoje, sunkiai gali optimizuoti savo versl\u0105 laiku. Pasekm\u0117s gali b\u016bti ne tik reitingo suma\u017einimas ar Buy Box praradimas \u2013 paskyros sustabdymas taip pat yra gana reali perspektyva.<\/p>

Tod\u0117l Amazon pardav\u0117jai tur\u0117t\u0173 visada atkreipti d\u0117mes\u012f \u012f svarbius KPI rodiklius ir greitai reaguoti \u012f problemas.<\/strong> Tas pats taikoma PPC kampanij\u0173 veiklai Amazon ekosistemoje, net jei gair\u0117s \u010dia n\u0117ra tokios konkre\u010dios kaip pardav\u0117j\u0173 veiklai. ACoS ir CPO tur\u0117t\u0173 b\u016bti stebimi, kad b\u016bt\u0173 \u012fvertinta, ar kampanija pasiekia savo tiksl\u0105.<\/p>

Vaizd\u0173 kreditai pagal vaizd\u0173 tvark\u0105: \u00a9 WrightStudio \u2013 stock.adobe.com<\/p>","protected":false},"excerpt":{"rendered":"

Mitai i\u0161lieka: Amazon padaro pardav\u0117jus turtingais. Ta\u010diau kiekvienas, kuris susid\u016br\u0117 su \u0161ia tema, greitai supranta: Amazon gali gerai veikti pardav\u0117jams, ta\u010diau tai jokiu b\u016bdu n\u0117ra garantuotas s\u0117km\u0117s receptas! Kaip ir bet kurioje kitoje verslo srityje, verslininkai taip pat turi steb\u0117ti svarbius KPI Amazon. Nes e-komercijos mil\u017einas greitai baus rinkos pardav\u0117jus, kurie neturi savo rodikli\u0173 po<\/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":[1152],"tags":[],"class_list":["post-223983","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-visi-apie-buy-box"],"yoast_head":"\nAmazon KPI: Tai yra svarbiausi veiklos rodikliai pardav\u0117jams!<\/title>\n<meta name=\"description\" content=\"Mes pasakysime, kuriuos Amazon KPI kiekvienas pardav\u0117jas privalo steb\u0117ti. 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