Measuring Marketplace Success
Optimizing content for a specific eCommerce site or marketplace requires building a strong set of performance metrics. With close measurement it’s possible to determine the impact of different strategies on driving the overall sales of the product. While the ultimate measure of success is revenue, there are additional metrics that help identify progress and dissect what’s working and what’s not.
It’s always a good idea to compare a content test to a group of products that don’t include any new content strategy. This acts as a control group which is necessary to estimate the incremental benefit of the strategy.
The list below is a set of common marketplace metrics worth tracking.
|Sessions or Page Views||The number of times your product is viewed.|
|Conversion Rate||The number of orders divided by the number of sessions or page views.|
|Buy Box||The percentage of time that a given seller is the top ranked seller for a given product.|
|Ranking Keywords||The number of keywords that are listed within the first page results.|
|Rank Density||The number of products ranking for a given brand or seller within the first page results.|
|Avg. Products Ranking||The average rank position for a collection of products that appear within the first page results.|
|Content Score||The amount of content created as compared to the site’s content standards.|
|Avg. Key Features Count||This measures the bulleted features and presents an average number of features presented for those products ranking within the first page results.|
|Avg. Rating||This is the average of ratings present on the product page for those products that rank in top 20 positions.|
|Avg. Reviews Count||The number of total reviews per product.|
|Review Acceleration||The proportion of reviews written in the past 30 days.|
Marketplace Competitive Analysis
eZdia is happy to offer brands and manufacturers a free Marketplace Competitive Analysis. Tell us about your marketplace strategy and we’ll prepare an analysis designed to help you outrank your competitors.