Anyone who has done store operations should know that traffic is the foundation of conversion rate. No traffic means no sales . Without sales, you will lose everything. Therefore, when operating a store, sellers will pay more attention to traffic, and large traffic means the possibility of sales.
Generally speaking, checking the source of store traffic is generally to look up background data or query through third-party software, which takes a lot of time and effort. Now, everything is easier. Amazon has released a new feature – the Search Term Performance Report. Sellers can view the source of all keywords about their branded store (up to 1000 keywords displayed).
The data in this report will be more accurate and reliable than third-party software, because it is based on real order data statistics. This function is at the top of the page, and you can directly click "View Report" to jump to a specific page. The seller can set the filtering time period. In this report, the seller can see the specific dimensions of the buyer's search terms in the whole shopping process, such as the number of impressions, the number of clicks, the number of times added to the shopping cart, etc.
We can see that one column is the ranking, so how is this ranking sorted? On what basis? The official explanation is: the ranking column sorts each search query entry according to the overall performance from high to low . Calculate and rank the performance of each search term by combining impressions, clicks, cart additions and purchases, and brand performance .
This search ranking does not directly refer to the ranking of your store’s product keywords, but rather refers to the ranking that is most relevant to your product terms at a certain time . The high traffic of your brand terms does not mean that your The higher the correlation, the more comprehensively calculated any data.
According to the category competition, generally the top five or top ten are the main keywords of your brand store. This also means that when you find that your product keyword does not appear in the top ten, it means that the keyword is not related to your brand.
If your brand is highly relevant to this keyword, ranks first, and ranks high in " brand share " for impressions, clicks, and purchases , then your brand is likely to appear in the search box. This is the great significance of the launch of this new feature – you can adjust the keywords of your products according to this report, and when your brand appears in the search bar, traffic and sales will naturally come.
We can see that there is a search funnel in the first line of the data report, and each stage of the search funnel: impressions, clicks, and purchase stage has a brand share indicator , which can intuitively recognize that the brand is in a certain period of time . The share of search scenarios for the word. If you can occupy a high "brand share" at each stage of the search funnel , then in the search scenario of that term, the higher the chance of your brand 's " monopoly " , the greater the market share you will gain. When your brand gains a monopoly on a word , you know what to expect.
For this new function, the editor just gives you a brief analysis, and the specific operation and management method depends on you. From the intuitive data of the report, adjust your operation method, make use of your strengths and avoid weaknesses, and believe that you can achieve the results you want in the near future.