Keyword purchase rate, also called conversion rate. It refers to the ratio of the number of purchases made devided by total number of times buyers entered the search term after the buyer entered the search term and clicked on any product.
Calculation rule: purchase rate = purchase volume (number of purchases)/search volume
Take the keyword iphone 15 pro max case as an example:
Last month, buyers searched for this keyword a total of 9,148,569 times and made 304,952 purchases. The purchase rate of the keyword iphone 14 pro case was 304,952/9,148,569=1.42%.
It doesnt mean that not all sales generated here are iPhone15 pro max phone cases, but may also be other products. As long as the buyer searches for the keyword iphone 15 pro max case, clicks on any product under the search results of this word, and makes a purchase, no matter how many products are purchased, it will be counted as only 1 purchase of this keyword.
For example, if you search iPhone 12 case on Amazon, in addition to the phone case, the search results may also include screen protector, screen protector and other related products.
Generally, the purchase rate of keywords will be lower than the conversion rate in the advertising report because the purchase rate here = search conversion rate = number of purchases/search volume, not the number of purchases/number of clicks on the product.
The total number of times a buyer searches for the keyword is not equal to the total number of times the product under the keyword is clicked (the buyer may not click on a product after searching for a particular keyword, or may click on multiple products).
Generally speaking, the total number of searches will be greater than the total number of clicks, so the number of purchases/number of searches will be less than the number of purchases/number of clicks.
So, the more accurate the product, the shorter the user's purchase decision-making cycle, and the user who repurchases (such as directly searching for the brand), the higher the purchase rate.
Through this indicator, we can filter out market segments with higher purchase rates, that is, more accurate traffic.
Still taking the keyword iphone 15 pro max case as an example, setting the purchase rate to be greater than 10% can filter out high-conversion keywords.
We see the keywords all have more than 10% conversion rate
Of course, sellers can also utelize other filtering conditions based on their own advantages and preferences to get a list of keywords. The final decision depends on sellers and they can leverage SellerSprite to get exactly keywords or product they need.
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