If you are selling in marketplaces like eBay and Amazon, a product data feed is no stranger to you. Coming in the form of a spreadsheet with information about your products, you should never underestimate its power. The mantra of offsite selling is: Your product data feed is at the heart of your product listings.
From the week of August 21, Australia Post revealed that during Victoria’s Lockdown 6.0 expansion, online shopping increased 14.5% week after week. Brands have found refuge by moving online shopping throughout the pandemic, especially since marketplaces carry high traffic volumes of ready-to-buy buyers. But they face a constant challenge: the battle to bring their products to light.
1. The invisible problem in your product data feed
Your first step is to make sure your products display the way they should. Up to 80% of a brand’s products are invisible on major digital sales channels due to poor quality product data feed. This is often because the flow is:
- Incorrect: Not in the right format and not meeting the requirements of the flow
- Incomplete: Not having full attributes in your feed makes it very inaccurate
- Inconsistent: Having different forms of attributes in your feeds makes it harder for buyers to find more of your products, for example, using “size M” and “size 14”
- Incomprehensible: Having color attributes that are understood internally won’t mean anything to buyers. Your attributes should be standardized and understood from the outside, eg “killer whale” being used instead of “gray”
Do not drive efficient product flow management means your products will show up in the wrong search results and categories, or simply be disapproved. It’s low exposure or no impression that you generate because buyers just can’t find your products.
Feed providers are essential herebecause they give you the tools to format their product data feed and into the right format by marketplace. So, your requirements are met, the products are approved, and these will appear in the product search results and categories.
2. Experimenting on your product listings builds relevance and engagement
Once you’ve covered the invisible problem, here’s where the quality of your food supplier makes the difference, especially when it comes to product titles. Optimizing your feed means manipulating data to make the content on your product list more relevant to what buyers are looking for. After all, you want them to click on you versus your competitor. Some optimizations that you might want to test might be as follows:
- Locate attributes in product titles to better match consumers’ search terms, for example, do “flip flops” work better than “flip flops” if you are trying to sell across borders.
- Capitalize on key events with seasonal terms, such as adding “Valentine’s Day gift” in your product titles to make your product fit the bill.
- Restructuring attributes in your product titles eg size, color, brand or even product type at the start have an impact?
- Improve the relevance of the attributes you use to see what is most meaningful and drives engagement.
- Generate clicks on product images from different angles, eg measurements.
At Intelligent Reach, our platform has a Content experimentation module for brands to use A / B and multivariate testing on product titles, product images and product types. Our clients mainly use it to test their ideas and see what works and what doesn’t..
What difference can a word make? A lot! A customer has divided their products into balanced groups and performed an A / B test on their Ebay product titles, to see if “Classic Watch” or “Classic Wrist Watch” works better. During the 30-day test period, it saw + 75% impressions, + 104% clicks, and + 134% last click location.
3. To maximize visibility and drive sales, you need a winning combination
If you are wondering why you are not performing well in the markets, covering these basics can help you improve your performance over your competition. By ensuring your products are displayed and optimizing product content for better relevance, together they are powerful in getting your products exposure and better engagement.
And if you’re looking to get that extra edge with a little more space in your budget, invest in ads promoted on Ebay, placing your products on the Deals page on Amazon, or even placing sponsored ads, can give you the extra boost you need to spotlight your products and your store.
Need help selling on marketplaces? Find out how our platform can make it easy for you to grow your sales in the market.