{"id":224709,"date":"2024-12-04T12:52:27","date_gmt":"2024-12-04T12:52:27","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/amazon-veiklos-rodikliai-metrikos-kurias-turite-zinoti\/"},"modified":"2024-12-04T12:52:27","modified_gmt":"2024-12-04T12:52:27","slug":"amazon-veiklos-rodikliai-metrikos-kurias-turite-zinoti","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/lt\/blog\/amazon-veiklos-rodikliai-metrikos-kurias-turite-zinoti\/","title":{"rendered":"Amazon veiklos rodikliai \u2013 metrikos, kurias turite \u017einoti!"},"content":{"rendered":"

Amazon veiklos rodikliai (arba ‘KPI’) da\u017enai yra ignoruojami Amazon pardav\u0117j\u0173. Geras \u0161ios situacijos aspektas yra tas, kad tai suteiks jums konkurencin\u012f prana\u0161um\u0105. Ypa\u010d tod\u0117l, kad tai yra metrikos, kuriomis Amazon vertina s\u0117km\u0119, o tai savo ruo\u017etu rei\u0161kia daugiau pardavim\u0173 jums. Kitaip tariant: nesnauskite ant Amazon KPI kaip pardav\u0117jas.<\/p>

Tai yra tod\u0117l, kad e-komercijos mil\u017einas<\/a> greitai baud\u017eia rinkos pardav\u0117jus, kurie neturi savo metrik\u0173 po kontrol\u0117s. Pirmiausia, ta\u010diau, pa\u017evelkime, k\u0105 rei\u0161kia kalb\u0117ti apie Amazon veiklos rodiklius.<\/p>\t\t

\n\n\t\t
\n\t
\n\t\t
\n\t\t\tAtraskite savo augimo potencial\u0105\t\t<\/div>\n\t\t
\n\t\t\t
\n\t\t\t\tParduodate pelningai? I\u0161laikykite savo pelningum\u0105 su SELLERLOGIC verslo analitika Amazon. Dabar i\u0161bandykite 14 dien\u0173.\t\t\t<\/div>\n\t\t\t
\n\t\t\t\t\t\t\n\t\t\t\tSu\u017einokite daugiau\t\t\t<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t<\/div>\n\n

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

KPI gali b\u016bti naudojami matuoti, kiek svarb\u016bs tikslai buvo \u012fgyvendinti arba kiek jie buvo pasiekti. Pavyzd\u017eiui, gamybos pramon\u0117je svarbus KPI gali b\u016bti vidutin\u0117 ma\u0161inos naudojimo norma, palyginti su maksimaliu galimu naudojimu.<\/p>

Ta\u010diau \u0161is konceptas taip pat tapo pla\u010diai paplit\u0119s skaitmenin\u0117je pramon\u0117je. Pavyzd\u017eiui, konversijos rodiklis yra svarbus KPI ir taikomas vis\u0173 dyd\u017ei\u0173 verslams – nesvarbu, ar tai j\u016bs\u0173 internetin\u0117 parduotuv\u0117, ar Amazon. Reklamos u\u017esakovams, savo ruo\u017etu, 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>

Amazon veiklos rodikliai padeda jums steb\u0117ti kritinius s\u0117km\u0117s veiksnius. Tik tie, kurie matuoja savo s\u0117km\u0119 ar nes\u0117km\u0119, \u017eino, kur dalykai klostosi blogai ir kas jau sekasi gerai. Tada taip pat galima optimizuoti su prasme ir supratimu.<\/p>

\"Svarbiausi<\/figure><\/div>

Kokius KPI naudoja 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 Amazon KPI da\u017enai yra nurodomi paties internetinio mil\u017eino. Jei neskatinsite \u0161i\u0173 Amazon veiklos rodikli\u0173, netur\u0117site joki\u0173 \u0161ans\u0173 u\u017eimti auk\u0161t\u0105 pozicij\u0105 su savo produktais arba laim\u0117ti Buy Box<\/a>. O tie, kurie to nepadarys, vargu ar parduos koki\u0173 nors produkt\u0173.<\/p>

Dar blogiau, daugel\u012f \u012fprast\u0173 Amazon KPI, toki\u0173 kaip per\u017ei\u016bros arba paspaudim\u0173 rodiklis, rinkos pardav\u0117jas gali matuoti tik apytiksliai arba visai negali matuoti. Geriausia galimyb\u0117 paveikti paspaudim\u0173 rodikl\u012f, konversijos rodikl\u012f ir pardavimus yra tai, kad pardav\u0117jai \u017einot\u0173 Amazon KPI metrikas<\/a> ir atitinkamai optimizuot\u0173 savo versl\u0105.<\/p>

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

Bet yra dar viena svarbi prie\u017eastis, kod\u0117l svarbius Amazon KPI tikrai reikia steb\u0117ti: Amazon tai taip pat daro. Jei pardav\u0117jai ignoruoja veiklos metrikas, jie rizikuoja nesugeb\u0117ti atitikti reikalaujam\u0173 standart\u0173. Kai tai nutinka, Amazon apie tai su\u017eino – ir tai gali tur\u0117ti \u012ftakos ne tik Buy Box reitingams ar pelnui. Kiekvienas, kuris kada nors tur\u0117jo parengti veiksm\u0173 plan\u0105, supranta, kad tai yra beprasmis u\u017esi\u0117mimas, kuris tik \u0161vaisto laik\u0105 ir pinigus. Blogiausiu atveju e-komercijos mil\u017einas netgi u\u017eblokuos 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, kod\u0117l reikia steb\u0117ti visus veiklos rodiklius. Jei koks nors Amazon KPI grasina patekti \u012f kritin\u0119 zon\u0105, galima imtis prevencini\u0173 priemoni\u0173 ankstyvoje stadijoje ir i\u0161vengti paskyros blokavimo.<\/p>

\"Svarbiausi<\/figure><\/div>

Svarb\u016bs KPI: Amazon pardav\u0117jo veiklos metrikos<\/h3>

Ar kada nors klaus\u0117te sav\u0119s: \u201eKaip Amazon matuoja s\u0117km\u0119?\u201c Iki \u0161iol kiekvienas rinkos pardav\u0117jas tur\u0117t\u0173 suprasti, kad siuntimo metodas ir siuntimo laikas atlieka svarb\u0173 vaidmen\u012f. Amazon teikia pirmenyb\u0119, kai pardav\u0117jai siun\u010dia per savo vidin\u0119 \u201eFulfillment by Amazon\u201c (FBA) program\u0105. Viena vertus, tai \u012fne\u0161a daugiau pajam\u0173 \u012f platformos teik\u0117jo ki\u0161en\u0119, o kita vertus, garantuoja greit\u0105 ir nesud\u0117ting\u0105 pristatym\u0105, kuris u\u017etikrina klient\u0173 pasitenkinim\u0105. Ta\u010diau Prime by Seller arba Fulfillment by Merchant siuntimo metodai taip pat atitinka standartus.<\/p>

Tiek pat svarb\u016bs kaip Amazon veiklos rodikliai<\/a> yra ir bendra pardav\u0117jo veikla. Tai sudaro skirtingi rodikliai:<\/p>

KPI Amazon<\/strong><\/td>Apra\u0161ymas<\/strong><\/td>Maksimalus \/ Idealus vert\u0117<\/strong><\/td><\/tr>
U\u017esakym\u0173 defekt\u0173 rodiklis<\/td>Neigiamas \u012fvertinimas, su paslaugomis susij\u0119s kredito kortel\u0117s gr\u0105\u017einimas, A iki Z garantijos<\/a> parai\u0161ka.<\/td>ma\u017eiau nei 1%, pageidautina 0%<\/td><\/tr>
At\u0161aukimo rodiklis<\/td>Pardav\u0117jo at\u0161aukimai prie\u0161 u\u017esakymo apdorojim\u0105<\/td>ma\u017eiau nei 2,5%, pageidautina 0%<\/td><\/tr>
Sekimo numeri\u0173 galiojimo rodiklis<\/td>Galiojantys sekimo numeriai<\/td>min. 95%, pageidautina 100%<\/td><\/tr>
V\u0117luojan\u010di\u0173 pristatym\u0173 rodiklis<\/td>v\u0117luojantis pristatymas = siuntimo patvirtinimas po numatytos siuntimo datos pasibaigimo<\/td>ma\u017eiau nei 4%, pageidautina 0%<\/td><\/tr>
Nepatenkinimas su gr\u0105\u017einimais<\/td>Gr\u0105\u017einimo pra\u0161ymas su neigiamu kliento atsiliepimu, gr\u0105\u017einimo u\u017eklausos, \u012f kurias neatsakyta per 48 valandas, gr\u0105\u017einimo u\u017eklausos neteisingai atmestos<\/td>ma\u017eiau nei 10%, jei \u012fmanoma 0%<\/td><\/tr>
Pardav\u0117jo \u012fvertinimai<\/td>Vidutinis pardav\u0117jo \u012fvertinimas ir atsiliepim\u0173 skai\u010dius<\/td>kiek \u012fmanoma teigiamas, kiek \u012fmanoma auk\u0161tas<\/td><\/tr>
Atsakymo laikas<\/td>Vidutinis laikas, per kur\u012f atsakoma \u012f klient\u0173 u\u017eklausas per pastar\u0105sias 90 dien\u0173<\/td>po 24 valand\u0173, jei \u012fmanoma po 12 valand\u0173<\/td><\/tr>
Atsargos<\/td>I\u0161parduota, pristatymo problemos<\/td>kiek \u012fmanoma re\u010diau<\/td><\/tr>
Nepatenkinimas su klient\u0173 aptarnavimu<\/td>neigiamas kliento \u012fvertinimas i\u0161 atsakymo pirk\u0117jo-pardav\u0117jo pa\u0161to d\u0117\u017eut\u0117je<\/td>kiek \u012fmanoma ma\u017eiau<\/td><\/tr>
Gr\u0105\u017einimo rodiklis<\/td>Paskutini\u0173 30 dien\u0173 gr\u0105\u017einim\u0173 santykis su bendru u\u017esakym\u0173 skai\u010diumi<\/td>kiek \u012fmanoma ma\u017eiau<\/td><\/tr><\/tbody><\/table><\/figure>

Kiti svarb\u016bs KPI Amazon<\/h3>

Profesional\u016bs prekybininkai ne tik i\u0161vardija savo produktus Amazon, stebi pagrindinius KPI rodiklius ir baigia dien\u0105. Yra daugiau nei tai. Ypa\u010d privat\u016bs \u017eenklai pardav\u0117jai taip pat turi spr\u0119sti reklamos klausim\u0105. Ta\u010diau kalbant apie Amazon Marketing KPI, tie patys na\u0161umo rodikliai taikomi logistikos mil\u017einui, kurie naudojami tradicin\u0117je rinkodaroje.<\/p>

Tod\u0117l vienodai svarbus Amazon KPI<\/a> yra ACoS, trumpinys “Reklamos s\u0105naudos pardavimams”<\/a>. \u0160is rodiklis nustato reklamos kampanij\u0173 i\u0161laidas, palyginti su \u0161ios reklamos generuojamais pardavimais: ACoS = reklamos i\u0161laidos\/pardavimai.<\/p>

Su 50 000 eur\u0173 apyvarta ir 3 000 eur\u0173 reklamos i\u0161laidomis, ACoS b\u016bt\u0173 6%. Ta\u010diau maksimalus ACoS skiriasi priklausomai nuo produkto. \u0160iuo tikslu visi papildomi ka\u0161tai, kuriuos patiria ma\u017emenininkas, turi b\u016bti atimti i\u0161 pardavimo kainos, pvz., gamybos ka\u0161tai, pardavimo mokestis ar bendrosios i\u0161laidos. Jei, pavyzd\u017eiui, ma\u017emenininkas u\u017edirba 15 procent\u0173 pelno nuo pardavimo kainos u\u017e kavos aparat\u0105, ACoS neturi vir\u0161yti 15 procent\u0173. Prie\u0161ingu atveju tai b\u016bt\u0173 nuostolinga veikla.<\/p>

Ta\u010diau, kiek auk\u0161tas ar \u017eemas ACoS kaip Amazon KPI, nustato \u012fvair\u016bs kiti veiksniai, kurie turi b\u016bti vertinami individualiai, tokie kaip PPC kampanijos tikslas<\/a>, mar\u017ea ir konkurencin\u0117 spaudimas produkt\u0173 linijoje. Skirtingai nuo Google Ads, Amazon Ads ne tik i\u0161moka, kai produktas parduodamas, bet taip pat turi \u012ftakos organinei matomumui.<\/p>

D\u0117l \u0161io holistinio poveikio daugelis pardav\u0117j\u0173 prad\u0117jo sutelkti d\u0117mes\u012f \u012f kitus Amazon KPI<\/a>, tokius kaip kaina u\u017e u\u017esakym\u0105 (CPO) kaip Amazon KPI. \u010cia tam tikro laikotarpio reklamos i\u0161laidos dalijamos i\u0161 to paties laikotarpio pasiekt\u0173 bendr\u0173 pardavim\u0173. Tai atspindi platesn\u012f Amazon Ads poveikio rat\u0105.<\/p>

Amazon reklamos KPI<\/h3>

Kalbant apie Amazon pardav\u0117j\u0173 na\u0161umo rodiklius, b\u016btina pamin\u0117ti reklamos KPI. Prie\u017eastis yra ta, kad Amazon reklamos KPI suteiks jums veiksming\u0173 \u012f\u017evalg\u0173 apie j\u016bs\u0173 vykdom\u0173 kampanij\u0173 efektyvum\u0105 ir pelningum\u0105. Tai, savo ruo\u017etu, leid\u017eia priimti duomenimis pagr\u012fstus sprendimus, siekiant optimizuoti na\u0161um\u0105 ir maksimizuoti j\u016bs\u0173 ROI.<\/p>

Norint sutelkti d\u0117mes\u012f \u012f svarbiausius Amazon reklamos KPI, apsvarstykite \u0161iuos penkis:<\/p>

1. Reklamos s\u0105naudos pardavimams (ACoS)<\/h4>

Kod\u0117l tai svarbu: ACoS tiesiogiai matuoja j\u016bs\u0173 reklamos i\u0161laid\u0173 efektyvum\u0105 generuojant pardavimus. Tai yra pagrindinis pelningumo rodiklis, padedantis suprasti, ar j\u016bs per daug i\u0161leid\u017eiate reklamai, palyginti su generuojamais pardavimais.<\/p>

2. Reklamos i\u0161laid\u0173 gr\u0105\u017ea (ROAS)<\/h4>

Kod\u0117l tai svarbu: ROAS papildo ACoS, rodydamas pajamas, gautas u\u017e kiekvien\u0105 i\u0161leist\u0105 doler\u012f. Tai suteikia ai\u0161k\u0173 vaizd\u0105 apie bendr\u0105 j\u016bs\u0173 kampanij\u0173 pelningum\u0105. Auk\u0161tesnis ROAS rei\u0161kia efektyvesn\u012f reklamos i\u0161laid\u0173 naudojim\u0105.<\/p>

3. Paspaudim\u0173 rodiklis (CTR)<\/h4>

Kod\u0117l tai svarbu: CTR rodo, kaip gerai j\u016bs\u0173 reklama rezonuoja su j\u016bs\u0173 tikslin\u0117mis auditorijomis. Auk\u0161tesnis CTR rei\u0161kia, kad j\u016bs\u0173 reklama yra pakankamai patraukli, kad \u017emon\u0117s paspaust\u0173, kas yra b\u016btina norint pritraukti sraut\u0105 \u012f j\u016bs\u0173 produkt\u0173 s\u0105ra\u0161us.<\/p>

4. Konversij\u0173 rodiklis (CVR)<\/h4>

Kod\u0117l tai svarbu: CVR rodo, kaip efektyviai j\u016bs\u0173 reklama ir produkto s\u0105ra\u0161as paver\u010dia paspaudimus pardavimais. Tai yra pagrindinis j\u016bs\u0173 nusileidimo puslapio ir produkto pasi\u016blymo kokyb\u0117s rodiklis.<\/p>

5. Priskirti pardavimai<\/h4>

Kod\u0117l tai svarbu: \u0160is rodiklis rodo tiesiogin\u012f j\u016bs\u0173 reklam\u0173 poveik\u012f pardavimams. Tai yra svarbu norint suprasti pajamas, gautas i\u0161 j\u016bs\u0173 reklamos kampanij\u0173, ir \u012fvertinti j\u0173 bendr\u0105 efektyvum\u0105.<\/p>

\u0160ie KPI yra b\u016btini stebint j\u016bs\u0173 Amazon reklamos kampanij\u0173 s\u0117km\u0119 ir optimizuojant pelningum\u0105, aktualum\u0105 ir pardavim\u0173 poveik\u012f.<\/p>\t\t

\n\n\t\t
\n\t
\n\t\t
\n\t\t\tAtraskite savo augimo potencial\u0105\t\t<\/div>\n\t\t
\n\t\t\t
\n\t\t\t\tParduodate pelningai? I\u0161laikykite savo pelningum\u0105 su SELLERLOGIC verslo analitika Amazon. Dabar i\u0161bandykite 14 dien\u0173.\t\t\t<\/div>\n\t\t\t
\n\t\t\t\t\t\t\n\t\t\t\tSu\u017einokite daugiau\t\t\t<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t<\/div>\n\n

I\u0161vada: Jei nesekate, prarandate!<\/h2>

Ar parduodate Amazon, bet reguliariai neanalizuojate savo Amazon KPI? Nors galite t\u0119sti veikl\u0105 \u0161iuo b\u016bdu, tai n\u0117ra patartina. Be supratimo, kur yra sistemos tr\u016bkumai, sunku efektyviai optimizuoti savo versl\u0105. Tai gali sukelti pasekmi\u0173, toki\u0173 kaip reitingo suma\u017e\u0117jimas, Buy Box praradimas arba net paskyros sustabdymas.<\/p>

B\u016btent tod\u0117l Amazon pardav\u0117jai tur\u0117t\u0173 visada steb\u0117ti svarbius KPI rodiklius ir laiku reaguoti problem\u0173 atveju. Tas pats taikoma PPC kampanij\u0173<\/a> na\u0161umui Amazon kosmose, net jei specifikacijos \u010dia n\u0117ra tokios konkre\u010dios kaip pardav\u0117j\u0173 na\u0161umui. \u010cia ACoS ir CPO tur\u0117t\u0173 b\u016bti stebimi, kad b\u016bt\u0173 galima \u012fvertinti, ar kampanija pasiekia savo tiksl\u0105.<\/p>

Vaizd\u0173 kreditai pagal pasirodymo tvark\u0105: \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":"

Amazon veiklos rodikliai (arba ‘KPI’) da\u017enai yra ignoruojami Amazon pardav\u0117j\u0173. Geras \u0161ios situacijos aspektas yra tas, kad tai suteiks jums konkurencin\u012f prana\u0161um\u0105. Ypa\u010d tod\u0117l, kad tai yra metrikos, kuriomis Amazon vertina s\u0117km\u0119, o tai savo ruo\u017etu rei\u0161kia daugiau pardavim\u0173 jums. Kitaip tariant: nesnauskite ant Amazon KPI kaip pardav\u0117jas. Tai yra tod\u0117l, kad e-komercijos mil\u017einas greitai<\/p>\n","protected":false},"author":6,"featured_media":13470,"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":[1161],"tags":[],"class_list":["post-224709","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pardavimas-amazon"],"yoast_head":"\nAmazon na\u0161umo rodikliai: svarbiausi rodikliai<\/title>\n<meta name=\"description\" content=\"\u0160tai kod\u0117l turite steb\u0117ti svarbiausius KPI Amazon. 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