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Hur man hittar och förstår omvandlingsfrekvenser för dina Amazon-produkter

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How To Find & Understand Conversion Rates Of Your Amazon Products

As competition has grown over the last few years, it has been increasingly important to test the creativity on your product detail pages to maximize conversions for your products on Amazon.

This testing requires that you understand how Amazon calculates conversion rates and where to find the data.

Amazon provides a few ways to monitor your listings’ conversion rate. Monitoring your conversion rate on Amazon can help you to:

  • Identify de-indexing events.
  • Assess the effectiveness of your reklam- targeting.
  • Verify listing changes have improved conversion.

Tracking your conversion rate helps you better understand how changes you have made to your listing – or changes to the marketplace – have affected your sell-through rate.

While Amazon looks like one cohesive marketplace on the outside, it is made of much smaller platforms on the back end.

Depending on the type of physical product you are selling, your listing might be on:

  • Amazon Seller Central.
  • Amazon Vendor Central.
  • Amazon Kindle Direct Publishing (KDP).
  • Merch by Amazon.
  • Amazon Handmade.

Amazon only provides conversion rate data on a few of its selling platforms.

It is not currently possible to get an exact conversion rate from a product you are not currently selling on Amazon.

Are There External Tools I Can Use To Find My Conversion Rate?

There are many tools on the market that provide sales volume estimators.

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These tools generally look at the sales rank of an item along with the category of the product.

The tools then estimate how much a product sells based on an estimation of sales for that sales rank and sub-category.

Often, these tools can be off by incredibly high margins.

In this article, you will learn how to find your conversion rate on a few popular platforms for sellers on Amazon.

We will share instructions on which platforms you can find your conversion rates and where to locate the data.

Finding Your Conversion Rate On Seller Central

If you sell your product on Amazon Seller Central, getting your conversion rate is quick and easy.

To find your conversion rate, log into your Seller Central account.

Then, navigate the top menu bar to Reports > Business Reports > Detailed Page Sales and Traffic Reports by Child Item.

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(If you want to look at all of your variations (size, color, flavor) together, you can also navigate to Reports > Business Reports > Detailed Page Sales and Traffic Reports by Parent)

Screenshot from sellercentral.amazon.com; modified by author, July 2022

In this downloadable report, you can discover a lot of valuable information on the traffic and sales of your product on Amazon.

Here is a list of the information available in this report and what it tells you about your products.

Understanding The Detailed Page Sales & Traffic Report

The Detailed Page Sales and Traffic Report provides valuable information on traffic, Buy Box percentage, and Amazon Business sales.

Here is a little more about a few data points available in this report.

The Detailed Page Sales and Traffic Report is a date range report; you select the period you would like measured. The report defaults to a period of the last 30 days.

In the following definition, the statements about quotes are directly from Amazon’s descriptions of each report field.

Identifying your Unit Session percentage on AmazonScreenshot from sellercentral.amazon.com; modified by author, July 2022

Sessions

“Sessions are visits to your Amazon.com pages by a user. All activity within 24 hours is considered a session.”

If a customer comes to your product detail page, then goes to review another product, and finally returns to your product, that is one session and two page views for your product detail page.

Page Views and Sessions are global numbers. Even if you are out of stock, you will still see the total number of Page Views and Sessions on that Product Detail Page.

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Page Views

“Hits in your Amazon.com presence for the selected time period.”

Page views are as described: it measures the number of page views this product has had during the date range you have set for the report.

Buy Box Percentage

“This is the percentage of page views where the buy box (the ‘add to shopping cart’ link) appeared on the page for customers to add your product to their cart.”

Understanding your Buy Box Percentage is vital to running ads or diagnosing sell-through rate issues.

For Sponsored Product Ads, your product must have the Buy Box for your ads to appear.

It is possible to have a 0% Buy Box percentage even if you are the only seller if you have a suppressed Buy Box due to pricing issues or brand hälsa alert.

Brand Health alerts generally mean that Amazon has found your item at a lower price on a big website like Walmart, Home Depot, Lowes, Target, etc.

Unit Session Percentage

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“Percentage conversion metric indicating how many units were purchased relative to the number of people who viewed the products.”

The unit session percentage is your conversion rate for that product.

You can pull this report retroactively to verify if your changes to a listing have helped the conversion rate over time.

Finding Your Conversion Rate On Vendor Central

Previously, you needed ARA Premium to find your conversion rate. However, that has changed.

Finding your conversion rate on Vendor Central is just as easy as finding your conversion rate on Seller Central.

In Vendor Central, you will go to Reports,  Analytics, then Traffic Diagnostics.

Finding Your Conversion Rate On Vendor CentralScreenshot from vendorcentral.amazon.com, July 2022

In addition, the Traffic Diagnostics Report gives you a comparison of your conversion rate compared to previous time frames.

Here you can see your change in overall conversions for a date range, or you can view your change in conversion rate by ASIN.

This report allows you to track changes in the conversion of your products over time. You can select the report range of daily, weekly, monthly, quarterly, or yearly.

Finding Your Conversion Rate On Other Amazon Platforms

The same page view and conversion data on Seller Central and Vendor Central are unavailable for the KDP platform. The KDP platform hosts Kindle and CreateSpace books on Amazon or Merch by Amazon, which provides print-on-demand t-skjortor and similar merchandise.

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If you are an author looking to understand the conversion rates better, you have a few additional options.

Penny C. Sansevieri, CEO and founder of Author Marketing Experts, Inc, explained:

“The most basic and obvious way to check sales is, of course, book sales. But there is also your Amazon bestseller status/rank within Amazon overall, and within each specific genre/category you are showing up in. That is a good way to see a spike in sales and/or page reads.

But keep in mind that the higher your sales rank, the less frequently your rank is updated. This means that if your sales rank is 475,000, your rank only gets updated once or twice daily; if you are at 27,000, it is updated hourly.

So, the lower your number, the more frequently you will see movement.”

Another option (if you have a physical book listed on Amazon’s KDP platform) is to open a Seller Central account and add the physical book to your inventory on Seller Central.

You will then be able to access the Detailed Page Sales and Traffic Report and the page views and sessions for that product page.

You can then manually calculate your conversion rate by taking the number of sessions divided by the number of units you sold during that period.

If you are selling on Merch by Amazon, there is currently no way for you to get access to data to calculate your conversion rate.

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What Is A Good Conversion Rate On Amazon?

The next logical consideration after knowing how to locate your conversion rate for your products on Amazon is to want to evaluate your product performance against a benchmark or standard.

When looking at conversion rates for products on Amazon, one of the most significant factors is competitiveness.

For example, we would expect a cellphone case to typically has a much lower conversion rate than a more niche product.

Sometimes, an artificially high conversion or unit session percentage can indicate that you have a traffic problem.

Vi hade en kund som kom till oss för att få hjälp med sin Amazon-försäljning. De fick inte den försäljning de behövde på plattformen.

När vi tittade på deras enhetssessionsprocent var det långt över 80%. Men trafiken de fick till den annonsen var mindre än 400 besökare i veckan.

Vid ytterligare undersökning fann vi att deras notering endast var indexerade för deras varumärke.

Återoptimera deras notering och början reklam på Amazon, kunde vi snabbt göra en kraftig ökning av deras trafik och försäljning, även om detta sänkte enhetssessionsprocentsatsen på deras produkt.

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Överväger enhetssession % i din annonsering på Amazon

Tidigare var riktmärket för en bra Unit Session % eller konverteringsfrekvens runt 20%.

I mars 2020 skedde en plötslig nedgång i konverteringsfrekvensen över nästan alla vertikaler och produkter.

Amazon har sagt att detta beror på att de lägger till mobildata i omvandlingsfrekvenserna. För de flesta produkter halverades konverteringsfrekvensen nästan.

Efter denna förändring rekommenderar jag att du siktar på 7-15%.

Om du har varumärkesaffinitet kring dina produkter, vilket innebär att folk söker efter ditt varumärke eller produktnamn för att hitta dig, skulle vi vilja se närmare 12-15% som baslinje.

Vi hanterar flera konton med ett genomsnitt på över 20% med hög försäljningshastighet. Dessa varumärken tenderar att ha lojala återkommande kunder och stark varumärkesaffinitet.

Om du är ett eget märke utan varumärkesaffinitet, är en enhetssession på 7% eller mer vad vi anser vara bra i de flesta kategorier.

Om din konvertering är mindre än detta rekommenderar vi först att se om du kan öka din konverteringsprocent.

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Du kan börja detta genom att titta på potentiellt återoptimera din Amazon produktdetaljsida.

Om det inte är möjligt vill du se till att du justerar när du optimerar dina bud för Amazon.

Konverteringsdata kan påverka hela din försäljningscykel

Din produktomvandlingsfrekvens på Amazon kan påverka din försäljningscykel, organisk rankning och hur dina annonser visas.

Använd din omvandlingsfrekvens för att övervaka hur ändringar i dina produktannonser har påverkat din försäljning och nya konkurrens på marknaden.

Använd sedan dina konverteringsdata för att jämföra produkt- och marknadsförändringar.

Denna information hjälper dig att optimera din annons för bättre försäljning och resultat från produkten reklam-.

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Utvald bild: David Gyung/Shutterstock

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Google Analytics slutar rapportera butiksbesök

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Google Analytics Discontinues Store Visits Reporting

Google meddelar utgivare att de inte längre kommer att rapportera om data om butiksbesök i Google Analytics. Data kommer att sluta genereras i slutet av oktober, även om historisk data kommer att förbli tillgänglig.

Det här tillkännagivandet rullades i tysthet ut via en uppdatering av en hjälpsida för Google Analytics.

Uppdateringen upptäcktes av Charles Farina från Adswerve, som delade med sig av sin upptäckt LinkedIn:

Notisen lyder:

"På 10/31/2022, rapportering om butiksbesök kommer att avbrytas. Från och med detta datum kommer inga nya rapporter om butiksbesök att genereras. Historisk Rapportering om butiksbesök förblir tillgänglig. Vänligen kontakta din kontoansvarig om du har några frågor."

Butiksbesök i Google Analytics är en uppskattning av antalet personer som besökte en fysisk plats efter att ha besökt dess webbplats.

Google spårar data från butiksbesök genom att följa aktiviteten för personer med platshistorik aktiverad på sina telefoner.

Rapporter om butiksbesök är endast tillgängliga för företag med deras Google Analytics-egendom kopplad till ett Google Ads-konto.

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Det betyder att företag inte förlorar data, eftersom Google Ads kommer att fortsätta rapportera om butiksbesök efter det att den har upphört i Google Analytics.

Om du använder Google Analytics för att övervaka butiksbesöksdata måste du byta till Google Ads i slutet av månaden.

Förutom att konsultera en annan rapport för att spåra data bör det inte finnas några störningar på grund av denna förändring.


Källa: Google

Utvald bild: photo_gonzo/Shutterstock

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