{"id":227043,"date":"2024-12-04T12:52:27","date_gmt":"2024-12-04T12:52:27","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/indicatori-cheie-de-performanta-ai-amazon-metrici-pe-care-trebuie-sa-le-cunosti-2\/"},"modified":"2024-12-04T12:52:27","modified_gmt":"2024-12-04T12:52:27","slug":"indicatori-cheie-de-performanta-ai-amazon-metrici-pe-care-trebuie-sa-le-cunosti-2","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/ro\/blog\/indicatori-cheie-de-performanta-ai-amazon-metrici-pe-care-trebuie-sa-le-cunosti-2\/","title":{"rendered":"Indicatori Cheie de Performan\u021b\u0103 ai Amazon \u2013 Metrici pe care trebuie s\u0103 le cuno\u0219ti!"},"content":{"rendered":"

Indicatorii Cheie de Performan\u021b\u0103 (sau ‘KPI-uri’) ai Amazon sunt adesea neglija\u021bi de v\u00e2nz\u0103torii Amazon. Vestea bun\u0103 despre acest lucru este c\u0103 \u00ee\u021bi va oferi un avantaj competitiv. Mai ales deoarece acestea sunt metricile cu care Amazon m\u0103soar\u0103 succesul, ceea ce se traduce \u00een v\u00e2nz\u0103ri mai mari pentru tine. Cu alte cuvinte: nu dormi pe KPI-urile Amazon ca v\u00e2nz\u0103tor.<\/p>

Asta pentru c\u0103 gigantul comer\u021bului electronic<\/a> penalizeaz\u0103 rapid v\u00e2nz\u0103torii de pe pia\u021b\u0103 care nu au metricile sub control. \u00cen primul r\u00e2nd, totu\u0219i, s\u0103 arunc\u0103m o privire asupra a ceea ce se \u00een\u021belege prin indicatorii de performan\u021b\u0103 ai Amazon.<\/p>\t\t

\n\n\t\t
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\n\t\t\tDescoperi\u021bi-v\u0103 poten\u021bialul de cre\u0219tere\t\t<\/div>\n\t\t
\n\t\t\t
\n\t\t\t\tVinde\u021bi cu profit? Men\u021bine\u021bi-v\u0103 profitabilitatea cu SELLERLOGIC Business Analytics pentru Amazon. Testa\u021bi acum 14 zile.\t\t\t<\/div>\n\t\t\t
\n\t\t\t\t\t\t\n\t\t\t\tAfla\u021bi mai multe\t\t\t<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t<\/div>\n\n

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

KPI-urile pot fi folosite pentru a m\u0103sura \u00een ce m\u0103sur\u0103 obiectivele importante au fost implementate sau \u00een ce m\u0103sur\u0103 au fost atinse. \u00cen industria de fabrica\u021bie, de exemplu, un KPI important poate fi utilizarea medie a unei ma\u0219ini comparativ cu utilizarea maxim\u0103 posibil\u0103.<\/p>

Cu toate acestea, conceptul a devenit de asemenea r\u0103sp\u00e2ndit \u00een industria digital\u0103. Ca exemplu, rata de conversie este un KPI vital \u0219i aplicabil afacerilor de toate dimensiunile – fie c\u0103 este vorba despre magazinul t\u0103u online sau Amazon. Pentru advertiseri, la r\u00e2ndul lor, KPI-urile se refer\u0103 la impresiile unei reclame \u0219i la rata de clic. Site-urile B2B, pe de alt\u0103 parte, m\u0103soar\u0103 adesea succesul lor pe baza lead-urilor.<\/p>

Pe Amazon, indicatorii cheie de performan\u021b\u0103 te ajut\u0103 s\u0103 \u021bii sub observa\u021bie factorii critici de succes. Numai cei care \u00ee\u0219i m\u0103soar\u0103 succesul sau e\u0219ecul \u0219tiu unde lucrurile merg prost \u0219i ce merge deja bine. Apoi, este de asemenea posibil s\u0103 optimizezi cu sens \u0219i \u00een\u021belegere.<\/p>

\"Cele<\/figure><\/div>

Ce KPI-uri folose\u0219te Amazon?<\/h2>

Spre deosebire de v\u00e2nz\u0103torii care au propriul magazin online, v\u00e2nz\u0103torii de pe pia\u021b\u0103 se confrunt\u0103 cu provoc\u0103ri speciale. Acest lucru se datoreaz\u0103 faptului c\u0103 KPI-urile relevante ale Amazon sunt adesea specificate de gigantul online \u00eensu\u0219i. Dac\u0103 nu acorzi aten\u021bie acestor indicatori cheie de performan\u021b\u0103 ai Amazon, nu ai nicio \u0219ans\u0103 s\u0103 te clasezi bine cu produsele tale sau s\u0103 c\u00e2\u0219tigi Buy Box<\/a>. Iar cei care nu reu\u0219esc s\u0103 fac\u0103 acest lucru vor vinde cu greu produse.<\/p>

Pentru a face lucrurile \u0219i mai dificile, multe dintre KPI-urile obi\u0219nuite ale Amazon, cum ar fi impresiile sau rata de clicuri, pot fi m\u0103surate doar aproximativ de c\u0103tre v\u00e2nz\u0103torul de pe pia\u021b\u0103 sau nu pot fi m\u0103surate deloc. Cea mai bun\u0103 \u0219ans\u0103 de a influen\u021ba rata de clicuri, rata de conversie \u0219i v\u00e2nz\u0103rile este ca v\u00e2nz\u0103torii s\u0103 cunoasc\u0103 metricile KPI-urilor Amazon<\/a> \u0219i s\u0103 \u00ee\u0219i optimizeze afacerea \u00een consecin\u021b\u0103.<\/p>

Penalizare pentru neconformitate<\/h3>

Dar exist\u0103 un alt motiv important pentru care KPI-urile relevante ale Amazon ar trebui s\u0103 fie monitorizate cu siguran\u021b\u0103: Amazon face acest lucru, de asemenea. Dac\u0103 v\u00e2nz\u0103torii ignor\u0103 metricile de performan\u021b\u0103, \u00ee\u0219i asum\u0103 riscul de a nu putea \u00eendeplini standardele cerute. De \u00eendat\u0103 ce acest lucru se \u00eent\u00e2mpl\u0103, Amazon \u0219tie despre asta – \u0219i poate avea un impact asupra mai multor aspecte dec\u00e2t doar clasamentele Buy Box sau profiturile. Oricine a trebuit vreodat\u0103 s\u0103 dezvolte un plan de ac\u021biune \u00een\u021belege c\u0103 aceasta este o activitate inutil\u0103 care doar irose\u0219te timp \u0219i bani. \u00cen cel mai r\u0103u caz, gigantul comer\u021bului electronic va bloca chiar \u00eentregul cont al v\u00e2nz\u0103torului. Pentru antreprenorii al c\u0103ror nucleu de afaceri este Amazon, aceasta ar fi o catastrof\u0103.<\/p>

Exist\u0103 multe argumente \u00een favoarea monitoriz\u0103rii tuturor indicatorilor cheie de performan\u021b\u0103. Dac\u0103 un KPI Amazon amenin\u021b\u0103 s\u0103 alunece \u00eentr-un interval critic, pot fi luate m\u0103suri corective \u00eentr-un stadiu incipient \u0219i blocarea contului poate fi evitat\u0103.<\/p>

\"Cele<\/figure><\/div>

KPI-uri importante: Metrici de Performan\u021b\u0103 ai V\u00e2nz\u0103torilor Amazon<\/h3>

Te-ai \u00eentrebat vreodat\u0103: \u201eCum m\u0103soar\u0103 Amazon succesul\u201d? P\u00e2n\u0103 acum, fiecare v\u00e2nz\u0103tor de pe pia\u021b\u0103 ar fi trebuit s\u0103 realizeze c\u0103 metoda de livrare \u0219i timpul de livrare joac\u0103 un rol important. Amazon prefer\u0103 ca v\u00e2nz\u0103torii s\u0103 expedieze prin programul s\u0103u intern “Fulfillment by Amazon” (FBA). Pe de o parte, acest lucru aduce mai multe venituri \u00een vistieria furnizorului de platform\u0103, iar pe de alt\u0103 parte, garanteaz\u0103 livrarea rapid\u0103 \u0219i f\u0103r\u0103 complica\u021bii, ceea ce asigur\u0103 satisfac\u021bia clientului. Dar metodele de livrare Prime by Seller sau Fulfillment by Merchant \u00eendeplinesc de asemenea standardele.<\/p>

La fel de importante ca indicatorii cheie de performan\u021b\u0103 ai Amazon<\/a>, \u00eens\u0103, este performan\u021ba general\u0103 a v\u00e2nz\u0103torului. Aceasta const\u0103 din diferite indicatori:<\/p>

KPI Amazon<\/strong><\/td>Descriere<\/strong><\/td>Valoare maxim\u0103 \/ Valoare ideal\u0103<\/strong><\/td><\/tr>
Rata defectelor de comand\u0103<\/td>Evaluare negativ\u0103, returnare a pl\u0103\u021bii cu cardul legat\u0103 de serviciu, aplica\u021bie pentru garan\u021bia A-to-Z<\/a>.<\/td>sub 1%, de preferat 0%<\/td><\/tr>
Rata de anulare<\/td>Anul\u0103rile v\u00e2nz\u0103torului \u00eenainte de procesarea comenzii<\/td>sub 2.5%, de preferat 0%<\/td><\/tr>
Rata de valabilitate a numerelor de urm\u0103rire<\/td>Numere de urm\u0103rire care sunt valide<\/td>min. 95%, de preferat 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%, de preferat 0%<\/td><\/tr>
Nemul\u021bumire cu privire la return\u0103ri<\/td>Cerere de returnare cu evaluare negativ\u0103 a clientului, \u00eentreb\u0103ri legate de returnare ne\u00eentre\u021binute \u00een termen de 48 de ore, \u00eentreb\u0103ri legate de returnare respinse incorect<\/td>sub 10%, dac\u0103 este posibil 0%<\/td><\/tr>
Evalu\u0103rile v\u00e2nz\u0103torului<\/td>Evaluarea medie a v\u00e2nz\u0103torului \u0219i num\u0103rul de recenzii<\/td>c\u00e2t mai pozitiv posibil, c\u00e2t mai mare posibil<\/td><\/tr>
Timp de r\u0103spuns<\/td>Timpul mediu necesar pentru a r\u0103spunde la \u00eentreb\u0103rile clien\u021bilor \u00een ultimele 90 de zile<\/td>sub 24h, dac\u0103 este posibil sub 12h<\/td><\/tr>
Stoc<\/td>Lips\u0103 de stoc, probleme de livrare<\/td>c\u00e2t mai rar posibil<\/td><\/tr>
Nemul\u021bumire cu privire la serviciul pentru clien\u021bi<\/td>evaluare negativ\u0103 a unui client dintr-un r\u0103spuns \u00een c\u0103su\u021ba po\u0219tal\u0103 cump\u0103r\u0103tor-v\u00e2nz\u0103tor<\/td>c\u00e2t mai sc\u0103zut posibil<\/td><\/tr>
Rata de rambursare<\/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>

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

Comercian\u021bii profesioni\u0219ti nu \u00ee\u0219i listeaz\u0103 doar produsele pe Amazon, monitorizeaz\u0103 metrici KPI cheie \u0219i consider\u0103 c\u0103 au terminat. Este mai mult dec\u00e2t at\u00e2t. V\u00e2nz\u0103torii de Marc\u0103 Privat\u0103, \u00een special, trebuie s\u0103 se ocupe \u0219i de problema publicit\u0103\u021bii. C\u00e2nd vine vorba de KPI-uri de marketing Amazon, totu\u0219i, acelea\u0219i metrici de performan\u021b\u0103 se aplic\u0103 gigantului logistic care sunt folosite \u00een marketingul conven\u021bional.<\/p>

Un KPI Amazon<\/a> la fel de important este, prin urmare, ACoS, prescurtare pentru “Costul Publicit\u0103\u021bii pe V\u00e2nzare”<\/a>. Acest indicator pune costurile campaniilor publicitare \u00een raport cu v\u00e2nz\u0103rile generate de aceast\u0103 publicitate: ACoS = costuri publicitare\/v\u00e2nz\u0103ri.<\/p>

Cu un venit de 50.000 de euro \u0219i cheltuieli publicitare de 3.000 de euro, ACoS ar fi, prin urmare, 6%. Cu toate acestea, ACoS maxim variaz\u0103 de la produs la produs. \u00cen acest scop, toate costurile suplimentare suportate de comerciant trebuie deduse din pre\u021bul de v\u00e2nzare, de exemplu, costurile de produc\u021bie, taxa pe v\u00e2nz\u0103ri sau cheltuielile generale. Dac\u0103, de exemplu, comerciantul ob\u021bine un profit de 15 procente din pre\u021bul de v\u00e2nzare pentru o ma\u0219in\u0103 de cafea, ACoS nu trebuie s\u0103 dep\u0103\u0219easc\u0103 15 procente. Altfel, ar fi o afacere deficitar\u0103.<\/p>

Cu toate acestea, c\u00e2t de mare sau mic este ACoS ca KPI Amazon este determinat de o varietate de al\u021bi factori care trebuie lua\u021bi \u00een considerare individual, cum ar fi scopul campaniei PPC<\/a>, marja \u0219i presiunea competitiv\u0103 din cadrul liniei de produse. Spre deosebire de Google Ads, Amazon Ads nu pl\u0103tesc doar atunci c\u00e2nd un produs se vinde, ci au \u0219i un impact asupra vizibilit\u0103\u021bii organice.<\/p>

Datorit\u0103 acestui efect mai holistic, mul\u021bi v\u00e2nz\u0103tori au \u00eenceput s\u0103 se concentreze pe alte KPI-uri Amazon<\/a>, cum ar fi costul pe comand\u0103 (CPO) ca KPI Amazon. Aici, cheltuielile publicitare ale unei anumite perioade sunt \u00eemp\u0103r\u021bite la v\u00e2nz\u0103rile totale realizate \u00een aceea\u0219i perioad\u0103. Acest lucru \u021bine cont de raza de impact mai larg\u0103 a Amazon Ads.<\/p>

KPI-uri de publicitate Amazon<\/h3>

C\u00e2nd vorbim despre indicatorii de performan\u021b\u0103 ai v\u00e2nz\u0103torilor Amazon, este necesar s\u0103 men\u021bion\u0103m KPI-urile de publicitate. Motivul pentru aceasta este c\u0103 KPI-urile de publicitate Amazon \u00ee\u021bi vor oferi informa\u021bii utile despre eficien\u021ba \u0219i rentabilitatea campaniilor pe care le desf\u0103\u0219ori. Acest lucru, la r\u00e2ndul s\u0103u, permite decizii bazate pe date pentru a optimiza performan\u021ba \u0219i a maximiza ROI-ul t\u0103u.<\/p>

Pentru a te concentra pe cele mai critice KPI-uri de publicitate Amazon, ia \u00een considerare urm\u0103toarele cinci:<\/p>

1. Costul Publicit\u0103\u021bii pe V\u00e2nzare (ACoS)<\/h4>

De ce este important: ACoS m\u0103soar\u0103 direct eficien\u021ba cheltuielilor tale publicitare \u00een generarea v\u00e2nz\u0103rilor. Este un indicator cheie al rentabilit\u0103\u021bii, ajut\u00e2ndu-te s\u0103 \u00een\u021belegi dac\u0103 cheltuie\u0219ti prea mult pe publicitate \u00een raport cu v\u00e2nz\u0103rile pe care le genereaz\u0103.<\/p>

2. Rentabilitatea Cheltuielilor Publicitare (ROAS)<\/h4>

De ce este important: ROAS completeaz\u0103 ACoS ar\u0103t\u00e2nd venitul generat pentru fiecare dolar cheltuit. Ofer\u0103 o imagine clar\u0103 a rentabilit\u0103\u021bii generale a campaniilor tale. Un ROAS mai mare semnific\u0103 cheltuieli publicitare mai eficiente.<\/p>

3. Rata de Click (CTR)<\/h4>

De ce este important: CTR indic\u0103 c\u00e2t de bine rezoneaz\u0103 reclama ta cu publicul \u021bint\u0103. O CTR mai mare \u00eenseamn\u0103 c\u0103 reclama ta este suficient de atr\u0103g\u0103toare pentru a determina oamenii s\u0103 fac\u0103 clic, ceea ce este esen\u021bial pentru a atrage trafic c\u0103tre listele tale de produse.<\/p>

4. Rata de Conversie (CVR)<\/h4>

De ce este important: CVR arat\u0103 c\u00e2t de eficient\u0103 este reclama ta \u0219i lista de produse \u00een a transforma clicurile \u00een v\u00e2nz\u0103ri. Este un indicator cheie al calit\u0103\u021bii paginii tale de destina\u021bie \u0219i al ofertei de produse.<\/p>

5. V\u00e2nz\u0103ri Atribuite<\/h4>

De ce este important: Aceast\u0103 metric\u0103 arat\u0103 impactul direct al v\u00e2nz\u0103rilor generat de reclamele tale. Este esen\u021bial\u0103 pentru a \u00een\u021belege venitul generat din campaniile tale publicitare \u0219i pentru a evalua eficien\u021ba lor general\u0103.<\/p>

Ace\u0219ti KPI-uri sunt esen\u021biali pentru a urm\u0103ri succesul campaniilor tale de publicitate Amazon \u0219i pentru a optimiza rentabilitatea, relevan\u021ba \u0219i impactul asupra v\u00e2nz\u0103rilor.<\/p>\t\t

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\n\t
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\n\t\t\tDescoperi\u021bi-v\u0103 poten\u021bialul de cre\u0219tere\t\t<\/div>\n\t\t
\n\t\t\t
\n\t\t\t\tVinde\u021bi cu profit? Men\u021bine\u021bi-v\u0103 profitabilitatea cu SELLERLOGIC Business Analytics pentru Amazon. Testa\u021bi acum 14 zile.\t\t\t<\/div>\n\t\t\t
\n\t\t\t\t\t\t\n\t\t\t\tAfla\u021bi mai multe\t\t\t<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t<\/div>\n\n

Concluzie: Dac\u0103 nu monitorizezi, pierzi!<\/h2>

V\u00e2nzi pe Amazon, dar nu analizezi regulat KPI-urile tale Amazon? De\u0219i po\u021bi continua s\u0103 operezi \u00een acest fel, nu este recomandat. F\u0103r\u0103 a \u00een\u021belege unde sunt deficien\u021bele \u00een sistem, este dificil s\u0103 \u00ee\u021bi optimizezi afacerea \u00een mod eficient. Acest lucru poate duce la consecin\u021be precum o sc\u0103dere a clasamentului, pierderea Buy Box sau chiar suspendarea contului.<\/p>

De aceea, v\u00e2nz\u0103torii Amazon ar trebui s\u0103 aib\u0103 \u00eentotdeauna un ochi pe metricile KPI importante \u0219i s\u0103 reac\u021bioneze la timp \u00een caz de probleme. Acela\u0219i lucru se aplic\u0103 \u0219i performan\u021bei campaniilor PPC<\/a> \u00een cosmosul Amazon, chiar dac\u0103 specifica\u021biile nu sunt la fel de concrete aici ca pentru performan\u021ba v\u00e2nz\u0103torului. Aici, ACoS \u0219i CPO ar trebui s\u0103 fie men\u021binute \u00een vedere pentru a putea evalua dac\u0103 o campanie \u00ee\u0219i atinge obiectivul.<\/p>

Creditele imaginilor \u00een ordinea apari\u021biei: \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":"

Indicatorii Cheie de Performan\u021b\u0103 (sau ‘KPI-uri’) ai Amazon sunt adesea neglija\u021bi de v\u00e2nz\u0103torii Amazon. Vestea bun\u0103 despre acest lucru este c\u0103 \u00ee\u021bi va oferi un avantaj competitiv. Mai ales deoarece acestea sunt metricile cu care Amazon m\u0103soar\u0103 succesul, ceea ce se traduce \u00een v\u00e2nz\u0103ri mai mari pentru tine. Cu alte cuvinte: nu dormi pe KPI-urile<\/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":[1311],"tags":[],"class_list":["post-227043","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vanzarea-pe-amazon"],"yoast_head":"\nIndicatori de Performan\u021b\u0103 ai Amazon: Cele Mai Importante Metrici<\/title>\n<meta name=\"description\" content=\"Iat\u0103 de ce trebuie s\u0103 ai grij\u0103 la cei mai importan\u021bi KPI-uri de pe Amazon. \u00cencepe s\u0103 cite\u0219ti.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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