Selling on Amazon doesn’t end with listing a product. To succeed, you must understand the user’s journey—from search to purchase. Here’s how that journey unfolds:
1. What Is the Search to Buy Funnel?
When a user searches for a product on Amazon, they go through the following steps:
- Search: A keyword is entered.
- Impression: Your product appears in the search results.
- Click: The user visits your product detail page.
- Add to Cart: Purchase intent begins.
- Purchase: The final conversion takes place.
2. Why Are CTR and CVR Important?
- CTR (Click-Through Rate): Measures how often users click on your product when it appears in search results.
- CVR (Conversion Rate): Measures how many of those clicks turn into actual purchases.
These metrics reflect the effectiveness of your title, images, and product description in attracting and converting customers.
3. 5 Key Metrics You Should Be Tracking
- CTR – Indicates how attractive your product appears in search results.
- CVR – Reflects your ability to persuade customers once they view your listing.
- ACoS (Advertising Cost of Sale) – Measures the efficiency of your ad spend.
- Impressions – Shows your product’s visibility.
- Add to Cart Rate – Indicates customer purchase intent.
