How to calculate the top 3 conversion rates of your product's keywords?

I previously talked about a method where you can take the Search Query Performance Report and calculate the Market Conversion Rate of your product's keyword.

Although this is a great benchmark for the Market Conversion Rate, the problem is the conversion rate is the average conversion rate of all sales. This will include sales generated at the top of the search as well as the rest of search in the SERP.

Knowing what we know about organic ranks where the top offers will generally get the top rankings for those keywords, we can assume that the conversion rates of the top 3 or 6 are much higher than the conversion rates of organic position 6+.

If you can match the Market Conversion Rate coming from Search Query Performance report, you should be able to rank in the top 10 positions. Now, we need to get to the top row (top 6 positions).

We can combine 2 reports to get a relative Conversion Rate. There are some issues with the math, but it's the best information we have.

We can combine Search Query Performance Report + Brand Analytics Top Search Terms.

Search Query Performance Report will give you the Market Clicks and Market Purchases of a keyword for a specified timeline.

Brand Analytics Top Search Terms will give you the Click Share and Conversion Share for a specified timeline.

Click Share and Conversion Share represent the percentage share owned by the average position of the top 3 competitors.

Therefore, we can take Market Clicks x Click Share of one of the top competitors to get that ASIN's total click for that keyword.

We can take Market Purchases x Conversion Share of one of the top competitors to get that ASIN's total purchases for that keyword.

Now we can take (Market Purchases x Conversion Share) / (Market Clicks x Click Share) and this will give us the Conversion Rate of that ASIN.

Repeat for all ASINs and Keywords and compare against the Brand's Conversion Rate via Search Query Performance Report.

The unknown is the attribution window. Amazon doesn't tell us what the attribution window is for both reports, so we can't tell if it's as accurate as it can be. However, it's the best KPI we have.

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