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Not all KPIs are created equal - some are more important than others, and the unit session percentage can go head-to-head with (almost) any other for the top spot.
Everyone knows roughly what a conversion rate is - the number of sales made in relation to the number of clicks that led to them. It is one of the most important metrics for any Amazon seller, but the problem is that it does not have a holistic view of your sales, focusing instead mostly on the PPC side of things.
A close statistical proxy that there is is the unit session percentage. Unlike the more general term conversion rate, however, the unit session percentage is a KPI that Amazon actually factors into its rankings, affecting your exposure. So what exactly is it and where do you find it?
In simple terms, a session is a set of interactions a user carried out within a set period of time (in simpler terms, whenever a unique visitor visits your page, it tends to be counted as a session, though they can also leave and come back and it will be counted as the same session). A unit is exactly that, a unit of inventory sold.
In terms of calculation, the basic difference between unit session percentage and conversion rate is the following:
The difference is subtle but important. The conversion rate metric is that it looks at how many orders were made, rather than how many units were sold. For example, if you have 10 clicks that result in two orders, then you would have a conversion rate of 20%. However, if one of those orders contained three units, then the conversion rate would still be 20% even though you technically sold double the units, pushing up your unit session percentage to 40%. This is a blind spot that can be annoying as a seller.
You can find the measure by going to Seller Central, then:
If you have a high conversion rate - great! It means that your listing is compelling enough to get people to buy. If possible, though, you also want to get people to buy as many units as possible each time they go to their checkout.
Keep in mind also that these both tend to take into account the PPC side of things, but you will also want to focus on organic conversion measures that take into account conversions for page views made outside the context of your ad campaigns.
What you’re trying to do here is essentially turning page views into sales. Improving it will not be too different from getting your conversion rate up.
You will still want to make sure you’re tracking what you need to keep your conversion rate up, such as making sure the keywords you use are relevant so people are not turned off once they reach your page (consequently driving down your conversion rate and, by extension, your ranking) and look after the quality of content like visuals and copywriting, and quality of reviews.
If you are specifically focused on your unit sessions percentage, however, you will want to go beyond just conversion to maximize the number of units you actually sell per transaction.
Effective tactics to use here are promotions that sweeten the deal for any additional units bought. This can include:
Promotions, of course, also have the added benefit of gaining you more customers, resulting in a multiplier effect.
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