Analytics & Conversion Optimization
Episode #8 of the course Amazon FBA fundamentals: From no-experience to selling your product by Erik Rogne
I’m a data nerd (I do live in San Francisco, after all), and I obsess about analyzing and understanding trends. There is so much that can be uncovered from data that you cannot just look into and understand without some sort of analysis.
Okay, What Am I Getting Into?
Anyone can simply click a few buttons and make a beautiful marketing campaign that works. Sure, it may be doing phenomenally, but can it do better? When you take something from good to great, it takes a lot of effort—and that is exactly what I want you to do with your marketing campaigns.
On Amazon specifically (but also with almost every marketing platform), you will have the option of downloading your data (usually in the form of a .csv) where you can extract the data and use it for visualization.
With this .csv file (“comma separated value”), you can open it in familiar platforms such as Microsoft Excel or Google Sheets (free) and create charts to understand the data.
From this data, you can see which keywords are performing well, which are not and what you can do better.
Think of yourself as a data scientist reporting to a CEO and try to understand the trends within your marketing campaign. You will come across some interesting results.
What Should I Be Looking for?
This is a hard question to answer without understanding your data, but you’re going to want to try to understand what the trends are. You want to appeal to the average customer, and with so many impressions, you can optimize your marketing campaigns to generate the highest conversions.
I use lots of heatmaps, line graphs, and histograms to generalize most of my data. From these graphs I look for anomalies over time and try to see anything that sticks out. It is never obvious; you really have to look deep into the data for what is actually happening.
Keywords, especially in Amazon Sponsored Campaigns, should always be checked over at least every month. You can analyze these keywords with multiple free tools online, such as Google AdWords. When analyzing these keywords, you should be sure to check competition and CPC. By checking the trends of these keywords over time, you will be able to see if you’re on to something or if it is better to let the keyword vanish from your campaigns.
If you want to dive deeper, I recommend:
In this lesson, we talked about analytics and conversion optimization. In the next lesson, we will talk about where I learned everything.
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