{"id":230514,"date":"2024-12-04T12:52:27","date_gmt":"2024-12-04T12:52:27","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/kljucni-pokazatelji-performansi-amazona-metricki-podaci-koje-treba-da-znate\/"},"modified":"2024-12-04T12:52:27","modified_gmt":"2024-12-04T12:52:27","slug":"kljucni-pokazatelji-performansi-amazona-metricki-podaci-koje-treba-da-znate","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/sr\/blog\/kljucni-pokazatelji-performansi-amazona-metricki-podaci-koje-treba-da-znate\/","title":{"rendered":"Klju\u010dni pokazatelji performansi Amazona \u2013 Metri\u010dki podaci koje treba da znate!"},"content":{"rendered":"

Klju\u010dni pokazatelji performansi (ili ‘KPI’) Amazona \u010desto se zanemaruju od strane prodavaca na Amazonu. Dobra vest je da \u0107e vam to dati konkurentsku prednost. Pogotovo jer su to metri\u010dki podaci kojima Amazon meri uspeh, \u0161to se zauzvrat prevodi u ve\u0107u prodaju za vas. Drugim re\u010dima: ne zaboravite na KPI-eve Amazona kao prodavac.<\/p>

To je zato \u0161to e-trgovinski gigant<\/a> brzo ka\u017enjava prodavce na tr\u017ei\u0161tu koji nemaju svoje metri\u010dke podatke pod kontrolom. Prvo, me\u0111utim, hajde da pogledamo \u0161ta se podrazumeva kada govorimo o pokazateljima performansi Amazona.<\/p>\t\t

\n\n\t\t
\n\t
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\n\t\t\tOtkrijte svoj potencijal rasta\t\t<\/div>\n\t\t
\n\t\t\t
\n\t\t\t\tProdajete li sa profitom? Odr\u017eavajte svoju profitabilnost sa SELLERLOGIC Business Analytics za Amazon. Sada testirajte 14 dana.\t\t\t<\/div>\n\t\t\t
\n\t\t\t\t\t\t\n\t\t\t\tSaznajte vi\u0161e\t\t\t<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t<\/div>\n\n

\u0160ta su KPI-evi Amazona i za\u0161to su korisni?<\/h2>

KPI-evi se mogu koristiti za merenje stepena do kojeg su va\u017eni ciljevi implementirani ili u kojoj meri su postignuti. U industriji proizvodnje, na primer, va\u017ean KPI mo\u017ee biti prose\u010dna iskori\u0161\u0107enost ma\u0161ine u pore\u0111enju sa maksimalnom mogu\u0107om iskori\u0161\u0107eno\u0161\u0107u.<\/p>

Me\u0111utim, koncept je tako\u0111e postao rasprostranjen u digitalnoj industriji. Na primer, stopa konverzije je vitalni KPI i primenjuje se na preduze\u0107a svih veli\u010dina – bilo da je u pitanju va\u0161a online prodavnica ili Amazon. Za ogla\u0161iva\u010de, KPI-evi se odnose na prikaze oglasa i njegovu stopu klikova. B2B veb sajtovi, s druge strane, \u010desto mere svoj uspeh na osnovu potencijalnih klijenata.<\/p>

Na Amazonu, klju\u010dni pokazatelji performansi poma\u017eu vam da pratite kriti\u010dne faktore uspeha. Samo oni koji mere svoj uspeh ili neuspeh znaju gde stvari idu naopako i \u0161ta ve\u0107 ide dobro. Tada je tako\u0111e mogu\u0107e optimizovati sa smislom i razumevanjem.<\/p>

\"Najva\u017eniji<\/figure><\/div>

Koje KPI-eve koristi Amazon?<\/h2>

Za razliku od prodavaca koji imaju svoju online prodavnicu, prodavci na tr\u017ei\u0161tu se suo\u010davaju sa posebnim izazovima. To je zato \u0161to su KPI-evi koji su relevantni za Amazon \u010desto odre\u0111eni od strane samog online giganta. Ako ne obratite pa\u017enju na ove klju\u010dne pokazatelje performansi Amazona, nemate \u0161anse da se rangirate visoko sa svojim proizvodima ili da osvojite Buy Box<\/a>. A oni koji to ne u\u010dine te\u0161ko da \u0107e prodati bilo koji proizvod.<\/p>

\u0160to je jo\u0161 gore, mnogi od uobi\u010dajenih KPI-eva Amazona, kao \u0161to su prikazi ili stopa klikova, mogu se samo pribli\u017eno meriti od strane prodavca na tr\u017ei\u0161tu, ili se uop\u0161te ne mogu meriti. Najbolja \u0161ansa da uti\u010du na stopu klikova, stopu konverzije i prodaju je da prodavci poznaju metri\u010dke podatke KPI-eva Amazona<\/a> i optimizuju svoje poslovanje u skladu s tim.<\/p>

Kazna za neuskla\u0111enost<\/h3>

Ali postoji jo\u0161 jedan va\u017ean razlog za\u0161to relevantne KPI-eve Amazona treba definitivno pratiti: Amazon to tako\u0111e radi. Ako prodavci zanemare metri\u010dke podatke o performansama, rizikuju da ne budu u mogu\u0107nosti da ispune potrebne standarde. \u010cim se to dogodi, Amazon to sazna – i to mo\u017ee uticati na vi\u0161e od samo Buy Box rangiranja ili profita. Svako ko je ikada morao da razvije akcioni plan razume da je to besmislen poduhvat koji samo tro\u0161i vreme i novac. U najgorem slu\u010daju, e-trgovinski gigant \u0107e \u010dak blokirati ceo nalog prodavca. Za preduzetnike \u010dije je osnovno poslovanje Amazon, to bi bila katastrofa.<\/p>

Mnogo toga govori u prilog pra\u0107enju svih klju\u010dnih pokazatelja performansi. Ako neki KPI Amazona preti da sklizne u kriti\u010dnu oblast, mogu se preduzeti protivmere u ranoj fazi i izbe\u0107i blokada naloga.<\/p>

\"Najva\u017eniji<\/figure><\/div>

Va\u017eni KPI-evi: Metri\u010dki podaci o performansama prodavaca na Amazonu<\/h3>

Da li ste se ikada zapitali: “Kako Amazon meri uspeh”? Do sada bi svaki prodavac na tr\u017ei\u0161tu trebao da shvati da na\u010din isporuke i vreme isporuke igraju va\u017enu ulogu. Amazon preferira kada prodavci \u0161alju putem svog internog programa “Ispunjenje od strane Amazona” (FBA). S jedne strane, to donosi vi\u0161e prihoda provajderu platforme, a s druge strane, garantuje brzu i jednostavnu isporuku, \u0161to osigurava zadovoljstvo kupaca. Ali Prime by Seller ili metode isporuke od strane trgovca tako\u0111e ispunjavaju standarde.<\/p>

Jednako va\u017eni kao klju\u010dni pokazatelji performansi Amazona<\/a> su i op\u0161ta performansa prodavca. To se sastoji od razli\u010ditih pokazatelja:<\/p>

KPI Amazon<\/strong><\/td>Opis<\/strong><\/td>Maksimalna vrednost \/ Idealna vrednost<\/strong><\/td><\/tr>
Stopa gre\u0161aka u narud\u017ebama<\/td>Negativna ocena, povra\u0107aj novca vezan za uslugu, A-do-Z garancija<\/a> aplikacija.<\/td>ispod 1%, po mogu\u0107stvu 0%<\/td><\/tr>
Stopa otkazivanja<\/td>Otkazivanja od strane prodavca pre obrade narud\u017ebine<\/td>ispod 2,5%, po mogu\u0107stvu 0%<\/td><\/tr>
Stopa validnosti brojeva za pra\u0107enje<\/td>Brojevi za pra\u0107enje koji su validni<\/td>min. 95%, po mogu\u0107stvu 100%<\/td><\/tr>
Stopa ka\u0161njenja isporuka<\/td>ka\u0161njenje isporuke = potvrda o otpremi nakon isteka o\u010dekivanog datuma otpreme<\/td>ispod 4%, po mogu\u0107stvu 0%<\/td><\/tr>
nezadovoljstvo povratima<\/td>Zahtev za povratom sa negativnom recenzijom kupca, upiti o povratima koji nisu odgovoreni u roku od 48h, upiti o povratima koji su pogre\u0161no odbijeni<\/td>ispod 10%, ako je mogu\u0107e 0%<\/td><\/tr>
Ocene prodavaca<\/td>Prose\u010dna ocena prodavca i broj recenzija<\/td>\u0161to pozitivnije mogu\u0107e, \u0161to vi\u0161e mogu\u0107e<\/td><\/tr>
Vreme odgovora<\/td>Prose\u010dno vreme potrebno za odgovor na upite kupaca u poslednjih 90 dana<\/td>ispod 24h, ako je mogu\u0107e ispod 12h<\/td><\/tr>
Zalihe<\/td>Nema na skladi\u0161tu, problemi sa isporukom<\/td>\u0161to re\u0111e mogu\u0107e<\/td><\/tr>
nezadovoljstvo korisni\u010dkom podr\u0161kom<\/td>negativna ocena kupca iz odgovora u po\u0161tanskom sandu\u010detu kupca i prodavca<\/td>\u0161to ni\u017ee mogu\u0107e<\/td><\/tr>
Stopa nadoknade<\/td>Odnos povra\u0107aja novca u poslednjih 30 dana prema ukupnom broju narud\u017ebina<\/td>\u0161to ni\u017ee mogu\u0107e<\/td><\/tr><\/tbody><\/table><\/figure>

Ostali relevantni KPI-evi za Amazon<\/h3>

Profesionalni trgovci ne samo da postavljaju svoje proizvode na Amazon, prate klju\u010dne KPI metrike i smatraju da su zavr\u0161ili. Ima tu vi\u0161e od toga. Prodavci sa privatnom oznakom posebno se suo\u010davaju sa pitanjem ogla\u0161avanja. Kada su u pitanju KPI-evi za Amazon marketing, me\u0111utim, iste performanse metrike se primenjuju na logisti\u010dkog giganta koje se koriste u konvencionalnom marketingu.<\/p>

Jedan podjednako va\u017ean Amazon KPI<\/a> je stoga ACoS, skra\u0107enica za “Tro\u0161kovi ogla\u0161avanja po prodaji”<\/a>. Ovaj indikator stavlja tro\u0161kove oglasnih kampanja u odnos na prodaju generisanu ovim ogla\u0161avanjem: ACoS = tro\u0161kovi ogla\u0161avanja\/prodaja.<\/p>

Sa prometom od 50.000 evra i tro\u0161kovima ogla\u0161avanja od 3.000 evra, ACoS bi stoga bio 6%. Me\u0111utim, maksimalni ACoS varira od proizvoda do proizvoda. U tu svrhu, svi dodatni tro\u0161kovi koje snosi trgovac moraju se oduzeti od prodajne cene, npr. tro\u0161kovi proizvodnje, porez na promet ili op\u0161ti tro\u0161kovi. Ako, na primer, trgovac ostvaruje profit od 15 procenata od prodajne cene na aparat za kafu, ACoS ne sme prelaziti 15 procenata. U suprotnom, to bi bila gubitni\u010dka poslovna aktivnost.<\/p>

Me\u0111utim, koliko je ACoS visok ili nizak kao Amazon KPI odre\u0111uje niz drugih faktora koji se moraju razmatrati pojedina\u010dno, kao \u0161to su cilj PPC kampanje<\/a>, mar\u017ea i konkurentski pritisak unutar linije proizvoda. Za razliku od Google Ads, Amazon Ads ne ispla\u0107uju se samo kada se proizvod proda, ve\u0107 tako\u0111e imaju uticaj na organsku vidljivost.<\/p>

Zbog ovog holisti\u010dkog efekta, mnogi prodavci su po\u010deli da se fokusiraju na druge Amazon KPI-eve<\/a>, kao \u0161to je tro\u0161ak po narud\u017ebini (CPO) kao Amazon KPI. Ovde se tro\u0161kovi ogla\u0161avanja odre\u0111enog perioda dele sa ukupnom prodajom postignutom u istom periodu. Ovo uzima u obzir \u0161iri uticaj Amazon Ads-a.<\/p>

Amazon KPI-evi za ogla\u0161avanje<\/h3>

Kada se govori o pokazateljima performansi prodavaca na Amazonu, neophodno je pomenuti KPI-eve za ogla\u0161avanje. Razlog za to je \u0161to \u0107e KPI-evi za ogla\u0161avanje na Amazonu pru\u017eiti korisne uvide u efikasnost i profitabilnost kampanja koje sprovodite. To, zauzvrat, omogu\u0107ava dono\u0161enje odluka zasnovanih na podacima kako bi se optimizovale performanse i maksimizirao va\u0161 ROI.<\/p>

Da biste se fokusirali na najva\u017enije KPI-eve za ogla\u0161avanje na Amazonu, razmotrite slede\u0107ih pet:<\/p>

1. Tro\u0161kovi ogla\u0161avanja po prodaji (ACoS)<\/h4>

Za\u0161to je to va\u017eno: ACoS direktno meri efikasnost va\u0161ih tro\u0161kova ogla\u0161avanja u generisanju prodaje. To je klju\u010dni indikator profitabilnosti, poma\u017eu\u0107i vam da razumete da li previ\u0161e tro\u0161ite na oglase u odnosu na prodaju koju oni generi\u0161u.<\/p>

2. Povratak na tro\u0161kove ogla\u0161avanja (ROAS)<\/h4>

Za\u0161to je to va\u017eno: ROAS dopunjuje ACoS pokazuju\u0107i prihod generisan za svaki potro\u0161eni dolar. Pru\u017ea jasnu sliku o ukupnoj profitabilnosti va\u0161ih kampanja. Vi\u0161i ROAS ozna\u010dava efikasnije tro\u0161enje na oglase.<\/p>

3. Stopa klikova (CTR)<\/h4>

Za\u0161to je to va\u017eno: CTR pokazuje koliko dobro va\u0161 oglas rezonuje sa va\u0161om ciljanom publikom. Vi\u0161a CTR zna\u010di da je va\u0161 oglas dovoljno privla\u010dan da navede ljude da kliknu, \u0161to je od su\u0161tinskog zna\u010daja za dovo\u0111enje saobra\u0107aja na va\u0161e liste proizvoda.<\/p>

4. Stopa konverzije (CVR)<\/h4>

Za\u0161to je to va\u017eno: CVR pokazuje koliko su efikasni va\u0161 oglas i lista proizvoda u pretvaranju klikova u prodaju. To je klju\u010dni indikator kvaliteta va\u0161e odredi\u0161ne stranice i ponude proizvoda.<\/p>

5. Pripisane prodaje<\/h4>

Za\u0161to je to va\u017eno: Ova metrika pokazuje direktan uticaj va\u0161ih oglasa na prodaju. Klju\u010dna je za razumevanje prihoda generisanog iz va\u0161ih oglasnih kampanja i procenu njihove ukupne efikasnosti.<\/p>

Ovi KPI-evi su klju\u010dni za pra\u0107enje uspeha va\u0161ih oglasnih kampanja na Amazonu i optimizaciju za profitabilnost, relevantnost i uticaj na prodaju.<\/p>\t\t

\n\n\t\t
\n\t
\n\t\t
\n\t\t\tOtkrijte svoj potencijal rasta\t\t<\/div>\n\t\t
\n\t\t\t
\n\t\t\t\tProdajete li sa profitom? Odr\u017eavajte svoju profitabilnost sa SELLERLOGIC Business Analytics za Amazon. Sada testirajte 14 dana.\t\t\t<\/div>\n\t\t\t
\n\t\t\t\t\t\t\n\t\t\t\tSaznajte vi\u0161e\t\t\t<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t<\/div>\n\n

Zaklju\u010dak: Ako ne pratite, gubite!<\/h2>

Da li prodajete na Amazonu, ali ne analizirate redovno svoje Amazon KPI-eve? Iako mo\u017eete nastaviti da poslujete na ovaj na\u010din, to nije preporu\u010dljivo. Bez razumevanja gde su nedostaci u sistemu, te\u0161ko je efikasno optimizovati va\u0161e poslovanje. To mo\u017ee dovesti do posledica kao \u0161to su sni\u017eavanje rangiranja, gubitak Buy Box ili \u010dak suspenzija naloga.<\/p>

Zato bi prodavci na Amazonu uvek trebali da prate va\u017ene KPI metrike i da reaguju na vreme u slu\u010daju problema. Isto va\u017ei i za performanse PPC kampanja<\/a> u Amazon univerzumu, \u010dak i ako specifikacije ovde nisu tako konkretne kao \u0161to su za performanse prodavaca. Ovde bi ACoS i CPO trebali biti na oku kako bi se moglo proceniti da li kampanja ostvaruje svoj cilj.<\/p>

Krediti za slike po redosledu pojavljivanja: \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":"

Klju\u010dni pokazatelji performansi (ili ‘KPI’) Amazona \u010desto se zanemaruju od strane prodavaca na Amazonu. Dobra vest je da \u0107e vam to dati konkurentsku prednost. Pogotovo jer su to metri\u010dki podaci kojima Amazon meri uspeh, \u0161to se zauzvrat prevodi u ve\u0107u prodaju za vas. Drugim re\u010dima: ne zaboravite na KPI-eve Amazona kao prodavac. To je zato<\/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":[1530],"tags":[],"class_list":["post-230514","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-prodaja-na-amazonu"],"yoast_head":"\nPokazatelji performansi Amazona: Najva\u017enije metrike<\/title>\n<meta name=\"description\" content=\"Evo za\u0161to treba da obratite pa\u017enju na najva\u017enije KPI-eve na Amazonu. 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