Introduction

The Estimated Sales Conversion Rate metric provides insights into how well products are performing in the market. It represents the probability of a customer purchasing a product while browsing the product listing. It is computed in-house for all tracked Amazon products.

Business Needs

The Estimated Sales Conversion Rate helps understand how effectively a listing is converting potential customers into actual buyers.

Benefits

Using the Estimated Sales Conversion Rate brings the following benefits:

• Lower customer acquisition costs by making informed decisions about your marketing and sales strategies
• Optimize your product listings
• Measure the effectiveness and optimize your marketing campaigns
• Stay competitive in your respective markets

Scenarios

Here are a few examples of scenarios you can implement:

1. Identify and optimize low-performing products:
   • Sort the data in the estimated sales conversion rate table to identify products with low estimated sales conversion rates
   • Analyze the data further to understand why these products are not selling as well as others. You can for example check their Listing Quality Score.
   • Consider making changes to the product’s listing, packaging, pricing, or marketing strategy to improve its conversion rate
2. Determine pricing strategy:
   • Analyze the estimated sales conversion rate data to determine how price affects conversion rates for different products
   • You can experiment with different pricing strategies for low-performing products to see if a price adjustment improves their conversion rates
   • Use the data to set optimal prices for each product that maximize revenue and profitability
3. Target your competitors’ audience:
   • Use our Competitors dataset to identify your product’s competitors
   • Identify the competitors with a lower estimated sales conversion rate (SCR)
   • Advertise on these competitor products with a lower SCR to redirect their audience to your product

📘 Tip

You can cross-analyze the Estimated Sales Conversion Rate data with the Listing Quality Analysis data to better understand the correlation between a listing’s quality and its potential sales performance.

These are a few examples of how you can use estimated sales conversion rate data to improve your business’s overall performance.

Data Model

Using destinations, your accompanying DataHawk-powered Snowflake or BigQuery database contains one table that contains Estimated Sales Conversion Rate. This table is available under the PRODUCT schema.