Ozon search query analysis: in-depth analysis and its application
Ozon, as one of the largest online retail platforms in Russia, attracts a large number of online shoppers every day. In order to help sellers better understand buyers’ needs and optimize their product listings and promotion strategies, this article will delve into the importance and specific application methods of Ozon search query analysis.
What is Ozon search query analysis?
Ozon Search Query Analysis is a feature that allows sellers to view search queries performed by buyers on the Ozon website. These queries are keywords or phrases that buyers enter when looking for a specific item or category. By analyzing these queries, sellers can gain critical information about buyer preferences and shopping needs.
How do I access Ozon search query analytics?
Sellers can access search query analysis by logging into their Ozon Personal Center and navigating to the Data Analysis → Search Queries page. On this page, sellers can perform the following operations:
- View specific search query analysis: Enter a specific query term in the search bar to get detailed data.
- Sort by metrics: Sort data based on different metrics to identify which queries are most popular or convert the most.
- See cards included in a query: Learn about the product cards associated with a specific query so you know which products appear in search results.
- Manage displayed metrics: Select the metrics that appear in the data table to personalize your analysis view.
Key metrics for Ozon search query analysis
To take full advantage of Ozon search query analytics, sellers need to focus on the following key metrics:
Query popularity
Query popularity refers to the frequency with which buyers search for products on Ozon based on specific query terms. This metric helps sellers understand which query terms are the most popular, so they can adjust product inventory and increase exposure.
Number of times added to shopping cart
This metric records the number of buyers who directly enter the shopping cart page from search results or product details pages based on query terms. It reflects the level of buyer interest in certain products, and sellers can use this metric to increase the visibility of these products.
Shopping cart conversion rate
The shopping cart conversion rate refers to the ratio between buyers who add products to their shopping carts after searching for a certain query term and buyers who perform that query. A higher conversion rate indicates that buyers are more inclined to purchase, so sellers should optimize the shopping experience to increase conversion rates.
Average cost
Average cost measures the average value of items added to the shopping cart based on the query terms. Understanding this can help sellers determine an appropriate pricing strategy.
Proportion of no query results
No query results occur when a buyer cannot find a product that matches their query. Analyzing this situation can help sellers identify potential sales opportunities and consider adding corresponding inventory.
How to use Ozon search query analysis?
- Understand trends: By looking at the most frequently searched queries, sellers can stay on top of the market and adjust their product assortments to suit customer needs.
- Product list optimization: Determine which products get more exposure in searches and optimize your listings accordingly.
- Promotion strategy: Develop promotional plans based on search data.
- Inventory Management: Ensure there is adequate inventory of high-demand items.
- Keyword Optimization: Improve product titles and descriptions to improve search engine rankings.
Conclusion
Ozon search query analysis is an indispensable tool for sellers. By effectively utilizing key metrics such as query popularity, number of additions to shopping carts, shopping cart conversion rate, average cost, and proportion of no query results, sellers can develop more precise sales strategies, improve product visibility and conversion rates, and thereby Achieve greater online sales success.