On Amazon or any marketplace, many, many factors drive conversation rate – from items outside our control like competitor pricing, to many factors within our control like listing organization, price, promotions, listing content, and marketing. CRO is the process of looking at all these factors and driving action to improve the metric.
FAQ Archives
Are CVR and Sessions related?
These two metrics are related but speak to very different challenges. While driving sessions (eyes) is vitally important to product success, the percent of those eyes who purchase is what makes up CVR. In some cases, you can drive many visitors to a PDP but they are the wrong consumer, resulting in low conversions. TheContinue reading “Are CVR and Sessions related?”
What is a good conversion rate?
This is highly dependent on category. For premium, durable products with a high ASP 7% would be a fantastic conversion rate. However, for consumable or low ASP products, we’ve seen conversion rates drift over 30%. Amazon provides some category averages with which to compare in the ad console, and we suggest using this data toContinue reading “What is a good conversion rate?”
What does CRO stand for?
CRO stands for “conversation rate optimization” and refers to the practice of implementing tactics and strategies to improve the percent of consumers who purchase once landing on a product page.
Where are brands falling short in using marketplace capabilities to drive omni-channel experiences?
By far the greatest opportunity and often a miss is around content and brand representation. We talk to brands spending 7 figures annually on a website yet nothing to assure Amazon PDPs are telling the same story, despite Amazon having as much or more traffic as the D2C site. Our retail world is shrinking, soContinue reading “Where are brands falling short in using marketplace capabilities to drive omni-channel experiences?”
What can’t be integrated into a typical omni-channel plan?
No marketplace provides enough data to truly see a full consumer journey, and each marketplace holds certain limitations around direct customer interactions. For instance, Amazon won’t let you send a web address in any email drip campaigns. But subject to these limitations, marketplace can be leveraged in a way that contributes to omni-channel strategy.
So you can fully integrate marketplace into my omni-channel strategy?
We are, of course, subject to the unique limitations of Amazon, Walmart, or any other marketplace we manage, but we can make significant strides into incorporating marketplace into your omni-channel efforts.
Is it true I can control price on Seller Central?
Yes – it’s 100% true that you set your own price when selling via a 3P model. That said, you can’t control other sellers. This means other sellers might continue to offer the product at a lower cost, resulting in lost buy box and loss of control of the product page, and marketing as well.Continue reading “Is it true I can control price on Seller Central?”
I heard 3P is always better. Do you agree?
While many will claim this, and it can often be true, it’s not 100%. Every brand is different, every market is different, and thus the answer to which is better is relative to each unique situation. We have many successful partners on both programs. As brand advocates, Seller Central is often the first choice dueContinue reading “I heard 3P is always better. Do you agree?”
Can you calculate the costs of my Seller Central (3P) business?
While costing is always an estimate, we can get very close. Many of the fees associated are fixed and predictable, like Amazon FBA fees or referral fees. Others, like storage costs, are dependent on sell-through rate and safety stock levels. That said, Brandwoven has developed models to predict costs and profitability within a few percent.
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