How do you manage your Amazon store? What are your operational activities to make sure you keep an eye on your Amazon business and whether it’s growing and converting better?
In prior episodes we have discussed how to find and source a product. Now your product is on Amazon and selling really well, you are now at a stage where you need to manage the data on your sales.
What are the key metrics or measurement that you need to monitor on a weekly or daily basis?
Metrics or measurement that you need to monitor for Amazon Success
On a weekly basis check these three metrics:
- • Sessions – the number of people who visited your page
- • Units Session Percentage – the conversion rate how many people bought your product
- • Units Ordered – shows how many units are being ordered
This tells you how much traffics are seeing your listing.
Each week you check how many people is visiting listing and whether is it going up or going down. If you are getting high conversions but your sessions or traffic is low, then you might want to consider driving more traffic to your page. The easiest way to do this is by using the campaign manager, the advertising platform on Amazon.
UNIT SESSION PERCENTAGE
If sessions tell you how many customers are coming in on your listing, the session percentage tells how many customers buy the product you are selling. A low unit session percentage means people are visiting your listing but only a few of them are buying.
With this in mind, you might need to consider fixing the description of your listing to make it clearer what the product’s purpose is. Another cause could be, your images are not enticing enough to create conversions; it happened to me before where after updating my products images, the conversion started to increase.
If images and listing are great but your listing has a low number of reviews, then consider using an email auto responder that can really help.
Sequencing emails and doing follow ups regarding the customers experience will not just help in stopping negative customer reviews but will also help getting more positive reviews.
This is the output of the above two metrics. A simple example is if the sessions are down and the conversion is down obviously the units ordered will also be down.
Checking this three metrics can be done easily through seller centrals business report, just tick in those three boxes corresponding to above metrics and review it each week.
OUTLINE FOR THE EPISODE
[03:09] – Key Metrics
[03:36] – Sessions
[03:45] – Unit Percentage
[11:00] – Units Ordered
If you want to sell your products on Amazon Australia and seeking some help in getting started, then I would love to help out. Please reach out to me so thatI can organize an Amazon Selling Strategy Session
Listen to Our Podcast and make your Amazon Sales Shine
****** Full Podcast Transcription below *******
To help you succeed on Amazon with a view from Australia and around the world, we are highlighting Amazon speaking with Amazon FBA Experts. We will discuss all about how you manage your Amazon store on a weekly basis like what’s the operations side.
A lot of time we write about finding products launching products how to grow your product in sales and all about Amazon Product Listing Optimization but what is the stage where you’ve found your product is going really well in managing it and now you need to know what to do on a daily and weekly basis.
How do you actually manage your store? It’s not talking about how you manage your product images your keyword listing but what these key metrics. What are these key numbers that you need to look at it on a weekly basis to know what direction you’re heading. This is something I personally struggled with for a long time.
I use these different metrics; metrics is another name for a measurement. I used to use different number of metrics over the year I’ll find out what was I doing like I used to work out which products gone up the most which products on down the most. Which ones can be the top of the keywords! Which ones are not competing and I had all these different ways but I’d track it on a timid track and I look at each weekend.
I didn’t actually know how to take action on it and that was the key thing I had this data. I looked at each week. Okay that’s good. This has gone up and that’s gone down but I don’t actually know the reason behind it, It got to a point where you record this information but you won’t actually do anything about it and it became meaningless to track it because if you’re not taking action on it if not understanding the numbers, then there’s no point recording it.
So besides Amazon Product Listing Optimization now on a very simple way I use three metrics to determine success each week on Amazon and I meet on a weekly basis to keep my finger on the polls and on a longer picture. You want to look at monthly trends because weekly some of my products go up and down by 15-20 per cent per week depending on the conditions.
On a monthly basis you want to look at your trends so if you start turning down for two months in a row that’s like eight weeks you’ve got you have to start taking some serious action and look at what’s going on and you’ll find that pretty quickly on a weekly basis there’s a variation which is often just noise. Like maybe a competitor sold out for that week maybe you got some extra traffic maybe you had a one off big order from a customer.
So, weekly’s not so bad but if you started getting from one month one month to then well you really have to take some action. But if you’re looking on a weekly basis you’ll pick that up beforehand.
The three metrics I use to track everything on Amazon terms are operations so this on a weekly basis so when in business can think of it like the start-up phase the product development we find any products you growing them you marketing them. And then there’s the operational side such as you order your products you’re making sure that sales are consistent or sales are growing and that your operational side.
So, when you look at this, this is the operational side and the three metrics I use is a first one is sessions. So how many eyeballs actually came to your page. The next one is unit session percentage, so actually conversion rates have all these people looking at how many are actually buying. And the third one is units ordered that just tells you this we did and people buy more units than last week and then you can tell if they’re going up or down.
Therefore, in order to learn that how to sell on Amazon Australia, it is imperative to understand these 3 metrics. So, the reason these three metrics are so powerful is first of all the sessions it tells you how much traffic coming in driven off traffic, less traffic just shows you how many eyeballs are coming into your listings. That’s the first one.
The second one is unit session percentage that actually shows you have all these people coming in. How many people are buying it. So that’s where it shows you. Do you have a good conversion rate like you have heaps of traffic coming in but no conversion which is low units percentage unit a low unit session percentage so then you need to work out.
Okay! Is the traffic the issue or the conversion issue? And then the third one is the overall, which is your units ordered which is the general direction you’re going to have a break that down. So let’s understand all of these three in depth and learn just the basics of what our Amazon Seller Consulting Services offer.
The first one is sessions. So how many each week you want look at how many people come into my listing for which you might have worked hard by going through everything related to Amazon Product Listing Optimization. Is it going up or is it going down you want to use up with your unit session percentage which is your conversion rate.
So, at a minimum you want a unit session percentage I benchmark a minimum of 15 percent, anything below that there is an issue with the listing as it’s not converting well off either your listing is not relevant maybe images aren’t powerful enough to get people convert, or the key word you’re using aren’t relevant for the search results.
In that case, you can take help from Amazon Listing Optimization Service! So, you’re selling steak knives and for some reason people are coming looking for butter knife. So, your conversions are down. So those first two metrics are pretty powerful if you’re getting lots and lots of people in your unit session percentage is low.
Your conversion issue if you’re not getting much traffic in but you got a really strong unit session percentage like if you over 25 percent which is strong then you got a great listing but you don’t get enough people to your page. So, when you look at that, that allows you determine what you need to do each week or each month to adapt the listing.
So, look the first one sessions if you’re near enough people to your listing then it’s obvious you need to drive traffic to your page. As per Amazon FBA Experts ,the easiest way to do that is through campaign manager which is pay-per-click, the advertising platform in Amazon the easiest way you can go in there and use exact or broad search terms find out what the key terms are as tools out there like merchant word keyword inspector.
But one of the easiest ways is to just type in the phrases in the top of the Amazon search bar and that will show you some key phrases straight away. So, it’s a really easy way if you actually have keyword inspector you actually go to competitors listing run the tool what you can find all the keywords that people using for that product which is also powerful or you get a merchant words and the top words in that tool by seeing what people are searching for.
But to learn thoroughly about how to sell on Amazon Australia, it is also important to be familiar with the fact that to start with one takes them really quick action to get the top of Amazon type in the phrase that sounds similar and you’ll probably get anywhere between 5 to 20 different phrases based on what you search and input them straight into campaigns to see what the bids are. If you bid right at the top a slightly higher you know you’ll be winning that bid and you instantly get a boost in traffic which will increase your sessions.
So it’s a first step if your sessions are down then that’s when you can look at and there’s no benchmark for what, there are benchmarks for what your unit session percentage should be or anything below 15 your take some action anything above 25 really good work in terms of session there’s no sort of benchmark around it I normally look at the historical information and also how competitive your niche is like.
If you’re in a market selling fifty thousand dollars a month that product, you know you should be in significantly more sessions than if your selling product is doing five thousand a month but always look at your historical pattern and see if your turning up or down. So that’s the first one you want to do each week along with Amazon product listing optimization whether you’re getting more eyeballs or less eyeballs on my listing.
The second one is your unit setting percentage how well is the listing converting now the benchmark uses 15 percent if you’re under 15, so you’re at 10 or 8 or maybe even five. You have either an issue with your listing such as images don’t convert people the title is not good maybe have bad reviews which people are putting off, or the second one is people coming to your site using different keywords that aren’t relevant for your product.
The easiest thing to do there if you’re session percentages down that low mark 15 percent fix up your images. I’ve been dabbling with this in the last six months and I’ve been blown away by how much improving images rocket yourselves I’ve had about a 30 percent increase in sales just by improving the images and all my images were taken professionally.
So again, if you’ve been having Amazon Seller Consulting Services till now to boost your Amazon business, ensure that the quality and relevancy of images used are in accord to your products. I thought they were great and I get an expert in and we did all these lifestyle shots so I actually had the product the first one which you need in Amazon is always the product by itself and a white background.
But after that you can add some really cool images add some color in people and lifestyle pictures so the first one is your plain product. The second one is the product being used and the third one is a lifestyle product like someone excited using a product. Going back to steak knife example may have initial one then the second one could be the family sitting around the kitchen cutting up some carrots making ready for a fun night errands laughing smiling.
Another one is that I have a close up of the products in the background of some fresh seafood or visuals and you’ll want those images that are really emotive cause when you scroll down the search results on Amazon. The two things I find people will look at which except for the price which are and always keep turning to price is either images what catches your eye and the customer review.
I find that people go down there look at images that looks cool. Go to the right price. Sounds okay and they go straight down to reviews have your reviews are anywhere below 4 stars. That’s why you are having an issue with conversion. A fine for but as a minimum aim for once you get to about three and a half then your conversion rates really start to suffer.
Besides, Amazon Seller Consulting Services get the best solution for you to increase ratings and reviews. So, the way to improve your customer reviews is you’ve got to have a great email sequence in sort of what that is sign up to respond to such as feedback 5 or feedback genius and what they’ll do is allows you to put an automated e-mail sequence in for a sale so sale comes in.
First email goes out saying Hey guys great work thanks for ordering here’s a bunch of cool cues to help you out when your product arrives. Just some stuff that shows you’re an actual person you’re a real person behind the brand that will make them sort of excited to see their product. They’ve already got some cool information to use it snaps and fill up sequences and that improves your chances of getting better reviews. This will really further help you to know How to Sell on Amazon Australia.
Regarding with Amazon Seller Consulting Services, through those e-mails you actually want to tell them if there’s any issues or please reach out to me so I can resolve it, and that will stop a lot of your bad reviews because if you tell them I’m here to help you guys I’m happy resolve it and they you first run. Even better review it makes it much easier to get that review level four stars and above.
The first metric to talk about are the eyeballs of people coming in. The easiest way that Amazon Seller Consulting Services offers is through campaigns to the cheapest. There’s the more advanced stuff through Facebook redirecting traffic and YouTube but I’ll say that for another article on How to Sell on Amazon Australia because a campaign manager with Amazon is really simple really quick to implement.
So, say let’s say the advance after next session and the segment we talk about How to Sell on Amazon Australia is unit set percentage. Are you converting it at least 15 percent above with getting over 25 percent should be your goal once you got those two metrics implemented by Amazon Seller Consulting Services you know what to do each week in terms of do we need more eyeballs coming in or do we need to improve our conversion. And one says to you once you have those two levers the third one is your units ordered.
So, there’s this is just an output of the above two. So, if you’ll look in each week and your sessions are down and your unit session percentage is down then obviously your unit is going to be down. On the other hand, your units your sessions could go up and your unit session percentages is the same your sales would go up.
So, the first two metrics actually impact what the outcome is. So, there’s no action in and take on units ordered. It’s just one thing that saying well okay we turning up or turning down each week. So, to do those, the great thing is you get them easily from the business reports in Amazon seller central, all such you can easily occupy with Amazon Seller Consulting Services.
You just go down scroll it hit the columns the right-hand side and you can just tick the relevant three boxes and I recommend you just record that each week on a same time basis and then review it and then take action on a weekly basis. I’ll actually start minimum you look at two weeks and after two weeks and you start thinking okay what we need to do and once you get that monthly trend so after four weeks you got the trend from last month and this month then you need to say okay do we need to take some serious action do we need to actually review our listing or was it just some tweaking on the images or some tweaking on the bullet points.
So, guys hopefully that’s really helped you out today. I start with this for years until I’ve got this basic system of the three metrics through Amazon Seller Consulting Services I used just to monitor progress. It sounds simple but it’s really the key tool recommended by Amazon FBA Expert you need each week in terms of your operation to know how your product listings going and how you can successfully attain Amazon Product Listing Optimization.
Look I hope you found this useful today. I’m here to help you guys succeed on Amazon both in Australia in order to let you know How to Sell on Amazon Australia and overseas.
If I can help you any way please feel free to reach out to me. I’d love to help you. And if you found this of use you know a friend that could benefit from selling on Amazon easily with the Amazon Seller Consulting Services please go to iTunes and leave a review and that will be fantastic.
Take action each day. Make it happen and I look forward to hearing about your Amazon success.