Marketplace Product Performance Matrix Template
Originally published: 13/09/2021 08:11
Last version published: 13/09/2021 10:14
Publication number: ELQ-87164-2
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Marketplace Product Performance Matrix Template

A hands-on matrix PPT Template enabling to improve the performance of your products as a vendor on any marketplace (sales per 100 views + conversion rates).

Description
This is a simple PowerPoint and Excel Model enabling you to map your portfolio of Products sold on any Marketplace (Amazon, Etsy, E-Bay, Vinted, Rakuten, AliExpress...) on three dimensions:

1/ (X Axis) - Level of USD / 100 Views - i.e. the amount of money you make for every 100 people that view the public page of your Products. This is a good indication of Product quality. The higher the better. Three Possible Levels (High, Average, Low), compared to your portfolio.

2/ (Y Axis) - Level of Conversion - i.e. the conversion rate (number of sales / number of views) - over a given time period. Whilst this can also reflect the quality of your Product, higher conversion rates tend to also highlight Products that are properly marketed (meeting demand, great Product description and presentation, reviews etc.). Three Possible Levels (High, Average, Low), compared to your portfolio.

3/ (Bubble Size) - Sales in USD over time period - i.e. the $ you've made per Product over the selected time period.

The combination of the X-Axis and Y-Axis leads to 9 possible categories of actions:

✅ STARS - High Level of USD / 100 Views X High Level of Conversion -> increase traffic to grow sales (SEO optimizations, bloggers, social media, third party websites, YouTube videos etc.).

✅ HIGH POTENTIALS - High Level of USD / 100 Views X Average Level of Conversion -> Optimize Marketing (Optimized Video Presentations, Better Photos, Upgraded Description, Re-wording of Product title etc.)

✅ PANDORA's BOX - High Level of USD / 100 Views X Low Level of Conversion -> Increase Marketing (New Videos, New & Better Photos, Longer Description, Re-wording of Product title etc.)

✅ UNDERPRICED STARS - Average Level of USD / 100 Views X High Level of Conversion -> Optimize Price (Try increasing Price by 10 to 30%, adjust differences in prices between licenses)

✅ STRONG PERFORMERS - Average Level of USD / 100 Views X Average Level of Conversion -> Optimize Price, Marketing & Product

✅ UNPOLISHED GEMS - Average Level of USD / 100 Views X Low Level of Conversion -> Upgrade Marketing & Optimize Product (Quality of Content, Explanations, Layout, Colours etc.)

✅ NEW GEMS - Low Level of USD / 100 Views X High Level of Conversion -> Increase Price (Try increasing Price by 50 to 200%).

✅ RAW GEMS - Low Level of USD / 100 Views X Average Level of Conversion - RAW GEMS -> Upgrade Product, Optimize Marketing and Increase Price.

✅ DOGS - Low Level of USD / 100 Views X Low Level of Conversion -> Upgrade Product or remove from listing (Kill)

By mapping your portfolio of Products, you will have several Products which can serve as examples (in terms of pricing, marketing or simply quality) for all future versions or improvements.

IMPORTANT NOTE: as Conversion % and USD/100 views vary between vendors on a Marketplace, don't forget to make the axis visible again on the Excel Model. Then, adapt the max and min values so that all your Products are mapped correctly.

The file is an editable Microsoft PowerPoint Template Slide with an online or offline 17 step-by-step methodology, with pedagogical illustrations for each step.

Should you have any questions on using this top tier Management/Strategy McKinsey Framework Template slide, you're welcome to reach out to me via Private Message.

Good luck!
- Tim

This Best Practice includes
1 PowerPoint Slide Template + 1 Excel Model + 1 Online/Offline 17 Step-By-Step Methodology

Acquire business license for $7.00

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