{"id":226533,"date":"2020-06-23T08:25:00","date_gmt":"2020-06-23T08:25:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/cele-mai-importante-kpi-uri-amazon-pe-scurt-aceste-metrici-ar-trebui-sa-fie-cu-siguranta-luate-in-considerare-de-catre-comercianti\/"},"modified":"2020-06-23T08:25:00","modified_gmt":"2020-06-23T08:25:00","slug":"cele-mai-importante-kpi-uri-amazon-pe-scurt-aceste-metrici-ar-trebui-sa-fie-cu-siguranta-luate-in-considerare-de-catre-comercianti","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/ro\/blog\/cele-mai-importante-kpi-uri-amazon-pe-scurt-aceste-metrici-ar-trebui-sa-fie-cu-siguranta-luate-in-considerare-de-catre-comercianti\/","title":{"rendered":"Cele mai importante KPI-uri Amazon pe scurt: Aceste metrici ar trebui s\u0103 fie cu siguran\u021b\u0103 luate \u00een considerare de c\u0103tre comercian\u021bi!"},"content":{"rendered":"

Mitul se men\u021bine cu \u00eenc\u0103p\u0103\u021b\u00e2nare: Amazon \u00eembog\u0103\u021be\u0219te comercian\u021bii. Dar oricine s-a ocupat deja de aceast\u0103 tem\u0103 ajunge repede la concluzia: Amazon poate func\u021biona bine pentru v\u00e2nz\u0103tori, dar cu siguran\u021b\u0103 nu este un proces automat! Ca \u00een orice alt\u0103 afacere, antreprenorii trebuie s\u0103 aib\u0103 \u00een vedere KPI-urile importante \u0219i pe Amazon.<\/p>

Pentru c\u0103 gigantul e-commerce pedepse\u0219te rapid v\u00e2nz\u0103torii de pe pia\u021b\u0103 care nu \u00ee\u0219i controleaz\u0103 indicatorii. Dar mai \u00eent\u00e2i, vrem s\u0103 clarific\u0103m ce sunt a\u0219a-numitele Key Performance Indicator,<\/strong> pe scurt KPI, \u0219i la ce sunt utile. Apoi, vom analiza KPI-urile Amazon.<\/p>

Ce sunt KPI-urile \u0219i de ce sunt utile KPI-urile?<\/h2>

\u201eKey Performance Indicator\u201c se traduce prin \u201eindicator de performan\u021b\u0103<\/strong>\u201c \u0219i provine din \u0219tiin\u021ba economiei. Cu ajutorul KPI-urilor se poate m\u0103sura \u00een ce m\u0103sur\u0103 au fost implementate obiectivele importante sau p\u00e2n\u0103 la ce grad au fost acestea atinse. \u00cen industria de produc\u021bie, un KPI important poate fi, de exemplu, gradul mediu de utilizare a unei ma\u0219ini \u00een compara\u021bie cu capacitatea maxim\u0103 posibil\u0103.<\/p>

Conceptul a g\u0103sit o mare r\u0103sp\u00e2ndire \u0219i \u00een industria digital\u0103<\/strong>. Fie c\u0103 este vorba de un magazin online propriu sau de Amazon \u2013 un KPI important este, de exemplu, rata de conversie. Pentru cei care fac publicitate, KPI-urile se refer\u0103 la impresiile unei reclame \u0219i la rata de clicuri a acesteia. Site-urile B2B \u00ee\u0219i m\u0103soar\u0103 succesul adesea pe baza lead-urilor.<\/p>

Astfel, KPI-urile ajut\u0103 la men\u021binerea sub control a indicatorilor de performan\u021b\u0103 importan\u021bi \u0219i la verificarea sistematic\u0103 a factorilor critici de succes<\/strong>. Numai cine \u00ee\u0219i m\u0103soar\u0103 succesul sau e\u0219ecul \u0219tie unde exist\u0103 probleme \u00een mecanism \u0219i ce func\u021bioneaz\u0103 deja bine. Apoi, este posibil s\u0103 se optimizeze cu sens \u0219i ra\u021biune.<\/p>

Care KPI-uri sunt relevante pentru Amazon?<\/h2>

Spre deosebire de comercian\u021bii care au un magazin online propriu, v\u00e2nz\u0103torii de pe pia\u021b\u0103 se confrunt\u0103 cu provoc\u0103ri speciale. Pentru c\u0103 KPI-urile relevante pe Amazon sunt adesea stabilite de gigantul online \u00eensu\u0219i<\/strong>. Cei care nu iau \u00een considerare ace\u0219ti indicatori de performan\u021b\u0103 nu au nicio \u0219ans\u0103 s\u0103 se claseze sus cu produsele lor sau s\u0103 c\u00e2\u0219tige Buy Box<\/a>. Iar cei care nu reu\u0219esc acest lucru vor vinde cu greu produse.<\/p>

\u00cen plus, este dificil c\u0103 multe dintre KPI-urile obi\u0219nuite, cum ar fi impresiile sau rata de clicuri, nu pot fi m\u0103surate sau pot fi m\u0103surate doar aproximativ de c\u0103tre v\u00e2nz\u0103torul de pe pia\u021b\u0103. Cea mai bun\u0103 \u0219ans\u0103 de a influen\u021ba rata de clicuri, rata de conversie \u0219i v\u00e2nz\u0103rile<\/a> o au comercian\u021bii atunci c\u00e2nd cunosc metricile KPI stabilite de Amazon \u0219i \u00ee\u0219i orienteaz\u0103 optimizarea afacerii \u00een aceast\u0103 direc\u021bie.<\/p>

Sanc\u021biune \u00een caz de neglijare<\/h3>

Exist\u0103 \u00eens\u0103 un alt motiv important pentru care KPI-urile relevante Amazon ar trebui s\u0103 fie monitorizate cu stricte\u021be: Amazon o face \u0219i el. Dac\u0103 comercian\u021bii ignor\u0103 indicatorii de performan\u021b\u0103, risc\u0103 s\u0103 nu poat\u0103 respecta standardele cerute.<\/strong> Odat\u0103 ce acest lucru se \u00eent\u00e2mpl\u0103, Amazon afl\u0103 despre asta \u2013 \u0219i acest lucru poate avea nu doar un impact asupra clasamentului sau profitului Buy Box. Oricine a trebuit vreodat\u0103 s\u0103 elaboreze un plan de ac\u021biune \u0219tie c\u0103 acesta nu este un obiectiv de dorit \u0219i consum\u0103 doar timp \u0219i bani inutil. \u00cen cel mai r\u0103u caz, gigantul e-commerce poate chiar s\u0103 blocheze \u00eentregul cont de v\u00e2nz\u0103tor. Pentru antreprenorii ale c\u0103ror afaceri principale sunt pe Amazon, aceasta ar fi o catastrof\u0103.<\/p>

Exist\u0103, a\u0219adar, multe motive pentru a monitoriza to\u021bi indicatorii de performan\u021b\u0103. Dac\u0103 un KPI Amazon risc\u0103 s\u0103 alunece \u00eentr-un domeniu critic, pot fi luate m\u0103suri corective devreme \u0219i se poate evita suspendarea contului.<\/p>

KPI-uri importante: Performan\u021ba v\u00e2nz\u0103torului<\/h3>

C\u0103 tipul de expediere<\/strong> \u0219i durata de expediere<\/strong> joac\u0103 un rol important, probabil c\u0103 fiecare v\u00e2nz\u0103tor de pe pia\u021b\u0103 a observat deja. Amazon prefer\u0103 ca comercian\u021bii s\u0103 expedieze prin programul s\u0103u propriu \u201eFulfillment by Amazon\u201d (FBA)<\/a>. Pe de o parte, acest lucru aduce venituri suplimentare pentru furnizorul platformei, iar pe de alt\u0103 parte, asigur\u0103 livrarea rapid\u0103 \u0219i simpl\u0103, ceea ce garanteaz\u0103 satisfac\u021bia clien\u021bilor. Dar \u0219i metodele de expediere Prime prin v\u00e2nz\u0103tori<\/em> sau Fulfillment by Merchant<\/em> \u00eendeplinesc standardele.<\/p>

La fel de important ca KPI-urile Amazon este \u00eens\u0103 performan\u021ba general\u0103 a v\u00e2nz\u0103torului<\/strong>. Aceasta const\u0103 din diferi\u021bi indicatori:<\/p>

KPI Amazon<\/strong><\/th>Descriere<\/strong><\/th>Valoare maxim\u0103 \/ Valoare ideal\u0103<\/strong><\/th><\/tr><\/thead>
Rata comenzilor anulate<\/td>Evaluare negativ\u0103, returnare de fonduri legat\u0103 de servicii, cerere de garan\u021bie A p\u00e2n\u0103 la Z<\/a><\/td>sub 1%, ideal 0%<\/td><\/tr>
Rata anul\u0103rilor<\/td>Anul\u0103rile v\u00e2nz\u0103torului \u00eenainte de procesarea comenzii<\/td>sub 2,5%, ideal 0%<\/td><\/tr>
Rata de validitate a numerelor de urm\u0103rire a expedierilor<\/td>Numere de urm\u0103rire a expedierilor care sunt valide<\/td>minim 95%, ideal 100%<\/td><\/tr>
Rata livr\u0103rilor \u00eent\u00e2rziate<\/td>livrare \u00eent\u00e2rziat\u0103 = confirmare de expediere dup\u0103 expirarea datei estimate de expediere<\/td>sub 4%, c\u00e2t mai aproape de 0%<\/td><\/tr>
Nemul\u021bumire cu privire la return\u0103ri<\/td>Cerere de returnare cu evaluare negativ\u0103 a clientului, \u00eentreb\u0103ri referitoare la returnare care nu au fost r\u0103spunse \u00een termen de 48 de ore, cereri de returnare respinse pe nedrept<\/td>sub 10%, c\u00e2t mai aproape de 0%<\/td><\/tr>
Evalu\u0103ri ale v\u00e2nz\u0103torilor<\/td>Evaluarea medie a v\u00e2nz\u0103torului \u0219i num\u0103rul evalu\u0103rilor<\/td>c\u00e2t mai pozitiv posibil, c\u00e2t mai mare posibil<\/td><\/tr>
Timp de reac\u021bie<\/td>timpul mediu din ultimele 90 de zile necesar pentru a r\u0103spunde la \u00eentreb\u0103rile clien\u021bilor<\/td>sub 24h, c\u00e2t mai aproape de sub 12h<\/td><\/tr>
Stoc de marf\u0103<\/td>Lips\u0103 de stoc, dificult\u0103\u021bi de livrare<\/td>c\u00e2t mai rar posibil<\/td><\/tr>
Nemul\u021bumire cu privire la serviciul clien\u021bi<\/td>evaluare negativ\u0103 a unui client pentru un r\u0103spuns \u00een c\u0103su\u021ba po\u0219tal\u0103 cump\u0103r\u0103tor-v\u00e2nz\u0103tor<\/td>c\u00e2t mai mic posibil<\/td><\/tr>
Rata de ramburs\u0103ri<\/td>Raportul ramburs\u0103rilor din ultimele 30 de zile la num\u0103rul total de comenzi<\/td>c\u00e2t mai sc\u0103zut posibil<\/td><\/tr><\/tbody><\/table><\/figure>\t\t
\n\t\t
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\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\tCele 14 cele mai importante criterii pentru a c\u00e2\u0219tiga Buy Box pe Amazon \u0219i cum s\u0103 \u00ee\u021bi men\u021bii metricii sub control<\/a>\n\t\t\t<\/div>\n\t\t\t
O descriere detaliat\u0103 a tuturor KPI-urilor relevante pe Amazon<\/strong> pentru comercian\u021bi \u0219i cum s\u0103 abordeze optimizarea acestora, am discutat deja aici<\/a> \u00een detaliu. Nu v\u0103 vom oferi doar cerin\u021bele minime \u0219i toate valorile ideale, ci \u0219i formula de calcul de baz\u0103.<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\t\t<\/div>\n\t<\/div>\n

Alte KPI-uri relevante pentru Amazon<\/h3>

Comercian\u021bii profesioni\u0219ti nu \u00ee\u0219i listeaz\u0103 doar produsele pe Amazon, monitorizeaz\u0103 metricile KPI importante \u0219i apoi \u00ee\u0219i \u00eencheie programul. Este mai mult dec\u00e2t at\u00e2t. \u00cen special v\u00e2nz\u0103torii de Private Label trebuie s\u0103 se ocupe de publicitate<\/a>. \u0218i \u00een acest caz, acelea\u0219i indicatori de performan\u021b\u0103 pe Amazon se aplic\u0103, care sunt utiliza\u021bi \u00een marketing<\/strong> \u00een general ca KPI-uri.<\/p>

Un alt KPI important pentru Amazon este, prin urmare, ACoS<\/strong>, abreviere pentru \u201eCostul publicitar al v\u00e2nz\u0103rilor\u201c. Acest indicator pune \u00een raport costurile campaniilor publicitare cu venitul generat de aceast\u0103 publicitate: ACoS = Costuri publicitare \/ Venit.<\/p>

\u00cen cazul unui venit de 50.000 de euro \u0219i cheltuieli publicitare de 3.000 de euro, ACoS ar fi, a\u0219adar, 6%. Cu toate acestea, c\u00e2t de mare poate fi ACoS-ul variaz\u0103 de la produs la produs<\/strong>. \u00cen acest sens, trebuie sc\u0103zute din pre\u021bul de v\u00e2nzare toate costurile suplimentare pe care le are comerciantul, cum ar fi costurile de produc\u021bie, taxa pe valoarea ad\u0103ugat\u0103 sau cheltuielile generale. Dac\u0103 comerciantul ob\u021bine, de exemplu, un profit de 15 procente din pre\u021bul de v\u00e2nzare pentru o ma\u0219in\u0103 de cafea, ACoS-ul nu trebuie s\u0103 dep\u0103\u0219easc\u0103 15 procente. \u00cen caz contrar, ar deveni o afacere deficitar\u0103.<\/p>

C\u00e2t de mare sau mic poate fi ACoS ca KPI Amazon depinde, totu\u0219i, de multe alte factori care trebuie analiza\u021bi individual, cum ar fi scopul campaniilor PPC<\/strong>, marginea<\/strong> \u0219i c\u00e2t de mare este presiunea concuren\u021bial\u0103<\/strong> \u00een cadrul categoriei de produse. Spre deosebire de Google Ads, Amazon Ads nu contribuie doar la v\u00e2nz\u0103rile unui produs, ci au \u00eentotdeauna un impact asupra vizibilit\u0103\u021bii organice.<\/p>

Datorit\u0103 acestei efecte mai holistic, mul\u021bi v\u00e2nz\u0103tori au \u00eenceput s\u0103 acorde o aten\u021bie mai mare Costului pe comand\u0103 (CPO)<\/strong> ca KPI Amazon. \u00cen acest caz, cheltuielile publicitare dintr-o anumit\u0103 perioad\u0103 sunt \u00eemp\u0103r\u021bite la v\u00e2nz\u0103rile totale realizate \u00een aceea\u0219i perioad\u0103. Astfel, se recunoa\u0219te faptul c\u0103 Amazon Ads au un impact mai mare.<\/p>

Concluzie: Cine nu monitorizeaz\u0103, pierde!<\/h2>

A vinde pe Amazon<\/a>, dar a nu verifica regulat metricile KPI importante? Po\u021bi \u00eencerca, dar este inutil. Pentru c\u0103 cine nu \u0219tie unde este gre\u0219eala \u00een sistem, este pu\u021bin probabil s\u0103 \u00ee\u0219i optimizeze afacerea la timp. Consecin\u021bele pot fi nu doar o retrogradare \u00een clasament sau pierderea Buy Box \u2013 ci \u0219i o suspendare a contului este o perspectiv\u0103 destul de realist\u0103.<\/p>

De aceea, comercian\u021bii Amazon ar trebui s\u0103 p\u0103streze \u00eentotdeauna sub observa\u021bie indicatorii KPI importan\u021bi \u0219i s\u0103 reac\u021bioneze la probleme la timp.<\/strong> Acela\u0219i lucru este valabil \u0219i pentru performan\u021ba campaniilor PPC \u00een ecosistemul Amazon, chiar dac\u0103 cerin\u021bele aici nu sunt la fel de concrete ca \u00een cazul performan\u021bei v\u00e2nz\u0103torului. Aici ar trebui s\u0103 se monitorizeze ACoS \u0219i CPO pentru a putea evalua dac\u0103 o campanie \u00ee\u0219i atinge obiectivul.<\/p>

Credite pentru imagini \u00een ordinea imaginilor: \u00a9 WrightStudio \u2013 stock.adobe.com<\/p>","protected":false},"excerpt":{"rendered":"

Mitul se men\u021bine cu \u00eenc\u0103p\u0103\u021b\u00e2nare: Amazon \u00eembog\u0103\u021be\u0219te comercian\u021bii. Dar oricine s-a ocupat deja de aceast\u0103 tem\u0103 ajunge repede la concluzia: Amazon poate func\u021biona bine pentru v\u00e2nz\u0103tori, dar cu siguran\u021b\u0103 nu este un proces automat! Ca \u00een orice alt\u0103 afacere, antreprenorii trebuie s\u0103 aib\u0103 \u00een vedere KPI-urile importante \u0219i pe Amazon. Pentru c\u0103 gigantul e-commerce pedepse\u0219te<\/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":[1287],"tags":[],"class_list":["post-226533","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-totul-despre-buy-box"],"yoast_head":"\nKPI Amazon: Acestea sunt cele mai importante metrici de performan\u021b\u0103 pentru v\u00e2nz\u0103tori!<\/title>\n<meta name=\"description\" content=\"\u00ce\u021bi vom spune care KPI-uri Amazon trebuie s\u0103 monitorizeze fiecare v\u00e2nz\u0103tor. 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