Njengoba abathengisi base-Amazon bazi, idatha ye-Key Performance Indicator (KPI) ibalulekile. Ngenxa yobuningi bedatha nezisombululo zokuhlaziya, abathengisi nemikhiqizo bangakwazi ukuqoqa, baphathe futhi bahlole lawa mamethrikhi.
Imikhiqizo ye-Amazon nabathengisi bangasebenzisa lawa ma-KPI ukulandelela idatha futhi bakhiqize okutholakele okunokuqonda okuhambisana nezinjongo zabo zesikhathi esimaphakathi neside. Bangakwazi futhi ukuzisebenzisa ukuze banqume inkambo engcono kakhulu yebhizinisi, noma ngabe ukuqashelwa komkhiqizo, ukuthengisa, ukuzuza amakhasimende amasha, noma ukwenza ukuhlaziywa kwe-Amazon KPI.
Lesi sihloko sihlola ama-KPI abalulekile, izinzuzo zawo, kanye namanye ama-KPI e-Amazon okufanele awazi azosekela ukukhula kwebhizinisi.
Okuqukethwe
Ayini ama-KPI?
Ama-KPI aphezulu ukuze abathengisi balinganise impumelelo ku-Amazon
Sebenzisa lawa ma-KPI
Ayini ama-KPI?
I-Amazon Seller KPIs, ebizwa nangokuthi i-Amazon Performance Metrics, yizinyathelo ezilinganisekayo ezisetshenziselwa ukuhlola ukuthi kuhle kangakanani. ezitolo online yenza endaweni yemakethe uma kuqhathaniswa namabhentshimakhi anqunywe kusengaphambili ngokuhamba kwesikhathi. Akuyona imithetho, kodwa abathengisi bedatha bangasebenzisa amandla ukuze bakhulise ukukhula.
Lawa mamethrikhi asiza ukukhomba izindawo esezivele zisebenza kahle nalezo ezidinga ukuthuthukiswa. Ngakho-ke, imikhiqizo kufanele ilandele lawa mamethrikhi njengoba impumelelo yawo njengoba umthengisi we-Amazon ethonywa kakhulu yiwo.
Ama-KPI aphezulu ukuze abathengisi balinganise impumelelo ku-Amazon
I-ACoS (izindleko zokuthengisa zokukhangisa)
Le KPI ilandelela futhi iqhathanise isabelomali sokukhangisa senkampani ethile kanye nemali engenayo ku-Amazon. Lezi zinkomba zibalwe kumakhonsoli okukhangisa we-Seller Central kanye ne-Amazon Vendor Central. Imikhiqizo ingabala ukuthi imikhankaso yabo yokukhangisa isebenza kahle kangakanani ngokusebenzisa le fomula elandelayo:
I-ACoS = (imali echithwe ngezikhangiso/imali engenayo yezikhangiso) * 100
Isibonelo, ibhizinisi elisebenzisa u-US$200 ekukhangiseni kwe-Amazon futhi lenze u-$300 emalini engenayo ngalezo zikhangiso lizoba ne-ACoS engu-66%.
Khumbula ukuthi i-ACoS ephansi ingumphumela ongcono kunophezulu. Amanani aphansi e-ACoS abonisa ukuthi imali engenayo yayiphezulu kunemali esetshenzisiwe.
Ngenxa yalokho, i-Amazon ACoS iyindlela ethandwa kakhulu yokuthola inzuzo yegama elingukhiye kanye nedatha yomkhankaso. Abathengisi kufanele bajwayele le methrikhi njengoba ihlanganisa i-akhawunti, isigaba somkhiqizo, namaleveli engxenye yethrafikhi.
I-TACoS (isamba sezindleko zokukhangisa zokuthengisa)
I-Total Advertising Cost of Sales (TACoS) isilinganiso sezindleko zokukhangisa kwisamba semali engenayo etholiwe, futhi le nkomba inikeza ukuqonda okungcono kokukhula komkhiqizo wesikhathi eside.
Abathengisi bangasebenzisa ifomula elandelayo ukubala ama-TACo:
I-TACoS = (Isamba Esichithiwe Sezikhangiso) / (Isamba Sokuthengiswa) * 100
Uma kubhekwa le fomula, uma ibhizinisi lisebenzise u-US$ 100 Ekukhangiseni kwe-Amazon futhi lenze u-$200 emalini engenayo, i-TACoS yalo ingaba ngu-50%.
Ngaphezu kwalokho, i-TACoS ephansi yinhle, kuyilapho amanani aphezulu mabi emabhizinisini. Nokho, kuncike kakhulu esigabeni somkhiqizo, imakethe eqondiwe, nezinjongo zokukhangisa. Ukukhomba amagama angukhiye alungile kanye nokusetha isabelomali esingokoqobo kungenye yezindlela ezingcono kakhulu zokuthuthukisa i-Amazon TACoS.
Ngaphezu kwalokho, amabhizinisi angacabangela amagama angukhiye angalungile noma imisho ukusiza ukuvimba izikhangiso zabo ukuthi zingaveli emiphumeleni ethile yosesho. Isibonelo, umkhiqizo owengeza igama elingukhiye elibi elithi "mahhala" emkhankasweni walo uzovimbela izikhangiso ukuthi zingaveli uma umthengi esesha "izicathulo zamahhala."
I-RoAS (buyisela ekusetshenzisweni kwezikhangiso)
I-Return on Ad Spend (i-RoAS) ingenye indlela yokulinganisa inzuzo ngokukhangisa. Ihlobene nokukhathazeka kwebhizinisi ngezindleko zokukhangisa kanye nesilinganiso semali engenayo yesikhathi esinqunyiwe. Abathengisi kufanele bahlukanise isamba semali engenayo yezikhangiso ngesamba sezindleko zesikhangiso ukuze bathole i-ROAS. Kungenjalo, bangathola okuphambene kwe-ACoS, okungukuthi, 1/ACoS.
Kuyasiza ukuba nalesi sibalo lapho uhlaziya ukusebenza kwezikhangiso ze-Amazon kuzo zonke iziteshi ngoba i-Amazon ROAS ivame kakhulu kune-Amazon ACoS ekusesheni okukhokhelwayo nasekumaketheni kwedijithali.
Nokho, imibiko eminingi ye-Amazon manje ihlanganisa le metric ehlukanisiwe ngeNombolo Yokuhlonza Okujwayelekile ye-Amazon (ASIN) noma umkhankaso.
I-CPA (izindleko ngokutholwa ngakunye)
I-Cost Per Acquisition KPI (CPA KPI) isingatha ukusetshenziswa kwezikhangiso/ama-oda ebhizinisi kanye nenani elifanele lezikhangiso elihambisana nama-oda atholwe esikhathini esithile. Abathengisi bangasebenzisa noma yimiphi imibiko yezikhangiso eshiwo ngaphambilini ukubala i-Amazon CPA KPI. Kuphinde kuhilele ukuhlanganisa nokuhlukanisa amakholomu e-Spend and Orders.
Abathengisi kufanele bagxile kuma-oda aphelele akhiqizwa izikhangiso zabo ngama-oda esitolo avamile ukuze bathole isilinganiso esinembile. Le nkomba ibala izindleko eziphelele zokuthola amakhasimende esiteshini, umkhankaso, noma ileveli yengxenye yethrafikhi. Isebenza kahle ekuhloleni impumelelo yemikhankaso kanye nezimiso eziyisisekelo ngemuva kwayo. Ukukhetha uhla olufanele lwe-Cost Per Acquisition (CPA) lungathuthukisa ukufinyelela okuhlosiwe kanye nenzuzo.
I-CTR (izinga lokuchofoza)
I-Click-Through Rate (CTR) iveza ingxenye yezibukeli zesikhangiso ngokubizelwa esenzweni okuholela ekuchofozweni. I-CTR iyatholakala esigabeni Sokukhangisa Somphathi Womkhankaso kumkhankaso ngamunye kanye negama elingukhiye.
Imibiko ihlukanisa i-Amazon CTR ngegama elingukhiye noma igama lokusesha. Abathengisi kufanele bengeze isamba sokuchofoza namakholomu emibono bese behlukanisa ukuchofoza ngokuvelayo ukuze bathole ingqikithi ye-CTR.
I-CTR inikeza ukuqonda okuhle kakhulu kokuthi ungahlola kanjani ukusebenza kahle kwezikhangiso, okuqukethwe kwazo, namagama angukhiye adala lezo zikhangiso. I-CTR ephansi kakhulu ingase ibhekisele ekuqondaneni kabi kwegama elingukhiye lomkhiqizo noma ithrafikhi yosesho engenanzuzo okufanele igwenywe emikhankasweni, amagama angukhiye, noma ama-ASIN.
Amabhizinisi azodinga ifomula elandelayo ukuze abale i-CTR:
I-CTR = (Inombolo yokuchofoza / Inombolo yokuvelayo) * 100
Isibonelo, uma abantu abayi-100 bebuke isikhangiso somkhiqizo futhi abangu-10 babo bachofoza kuso, i-CTR izoba ngu-10%.
Isilinganiso senani le-oda
I-Average Order Value (AOV) ibhekisela emalini engenayo nama-oda ahlobene nebhizinisi elithile. Umkhiqizo Okhangisiwe, Okuqondisiwe, kanye nemibiko Yetemu Lokusesha iqukethe ulwazi mayelana nale methrikhi. Abathengisi bangasebenzisa futhi amamethrikhi afanayo kumbiko wethrafikhi we-ASIN we-Amazon kanye Nokuthengiswa Kwekhasi Lemininingwane ukuze kube nesibalo esinembile se-KPI ku-Seller Central.
I-Ad CVR (izinga lokuguqulwa kwesikhangiso)
Izinga Lokuguqulwa Kwesikhangiso libuyekeza amaphesenti omdayisi okuchofoza izikhangiso nokuguqulwa kokuthengisa. Nakuba izinga lokuguqulwa elimaphakathi le-Amazon lingu-9.87%, ububanzi obungu-2%–5% bumele izinga lokuguqulwa elinengqondo. Ukukhuphuka ngo-0.05% kubonisa ushintsho oluhle nolubalulekile ku-CVR.
Ifomula yokubala i-Ad CVR ihlanganisa okulandelayo:
I-Ad CVR = (Inombolo yokuguqulwa / Inombolo yokuchofoza izikhangiso) * 100
Ngakho-ke, uma ibhizinisi libe nokuchofoza kwezikhangiso okungu-100 futhi oku-5 kwalokhu kubangele ukuguqulwa, i-Ad CVR yalo izoba ngu-5%.
I-Ad CVR ephezulu ngokuvamile ibhekwa njengenhle, kuyilapho i-CVR yesikhangiso ephansi iphambene. Nokho, i-Ad CVR ekahle yanoma yiliphi ibhizinisi izohluka kuye ngezinto ezihlukahlukene, njengesigaba somkhiqizo, imakethe eqondiwe, nemigomo yokukhangisa.
Ngaphezu kwalokho, kufanele kuqashelwe ukuthi amabhrendi aziwayo athola imiphumela engcono. Izinga lokuguqulwa limane liyinani labasebenzisi noma izivakashi eziqeda isenzo esithile, okungaba ukulanda okusha, ukuthengwa, ukubhalisa, njll.
Abathengisi bangathola imibiko yamazinga okuguqulwa kwesikhangiso kusixhumi esibonakalayo se-akhawunti yabo Seller Central. Bangakwazi futhi ukudonsa ukuqonda kwe-KPI kusukela kuMkhiqizo Okhangisiwe, Ukukhomba, kanye nemibiko Yetemu Lokusesha kugama elingukhiye lezinga le-ASIN kanye neNombolo Yokukhomba Ejwayelekile ye-Amazon.
Iphesenti lokuthengisa kusuka kokusha kuya komkhiqizo
Inzuzo entsha yomkhiqizo kanye nezikhangiso zingamamethrikhi abalulekile amathrekhi e-Amazon njengephesenti lokuthengisa. Umphathi Womkhankaso Womdayisi Nomthengisi uqukethe imali engenayo yezikhangiso (ukuthengisa) kanye nezinkomba zemali engenayo ephuma kumkhiqizo (yokuthengisa). Inombolo yamakhasimende amasha inkampani ewatholayo ngenxa yokukhangisa kwayo inganqunywa ngokuhlola amaphesenti okuthengisa avela kumakhasimende amasha.
I-Amazon izobheka ukuthengiswa “njengokusha komkhiqizo” uma ikhasimende lingathenganga kumthengisi ezinyangeni eziyi-12. Ngaphezu kwalokho, i-Amazon DSP kanye nama-Sponsored Brands yiwona kuphela amapulatifomu anikezela ngedatha entsha kuya komkhiqizo.
Sebenzisa lawa ma-KPI
Ukuphumelela e-Amazon kuyinselele. Nokho, lawa ma-KPI ayimininingwane ewusizo enikeza imininingwane ebalulekile yebhizinisi kanye namathuba amaningi okuphumelela ngokwezimali. Khumbula, ibhizinisi ngalinye lihlukile, futhi uhlu lwezincomo ze-KPI luyashintsha ngokuya ngohlobo lwenkampani nezinjongo zamaqembu ahlukahlukene.
Noma kunjalo, ukuqapha lawa ma-KPI kuzothuthukisa impilo yesikhathi eside ye-akhawunti yomkhiqizo we-Amazon futhi kuzisize zigcine isithunzi esihle ne-Amazon.
