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Visibility in eCommerce: Optimising your product data

The minimum requirements for a competitive eCommerce shop turn out to be extensive. Among these are product images before a white background, creating data feeds to Google requirements and updating the product data from manufacturers. This provides for a stable foundation in online competition, but is no longer sufficient to nowadays stand out from the crowd. Product data optimisation today has to reach far deeper. The number of market participants is currently growing rapidly. Compared to the previous year, eCommerce grew by 16 percent (from 546,293 professional companies to 633,626 today).

To attract the attention of customers, online shops have to make themselves more visible. The key to this is targeted product data optimisation. In the following, we offer you some expert tips with which you will be recognised more rapidly in eCommerce.

Product data optimisation Tip #1: Maintain product pages and find unusual keywords

At best, each product page of an online shop will contain unique content. For a shop with thousands of product pages, this sounds like a mountain of work, but is a task that should actually be performed, since Google always ranks unique content far higher. Whenever shops adopt their product data straight from the manufacturer, Google categorises this as inferior – or even excludes it completely from the search results, as the Marketplace Social Media & Influencer Marketing, Ranksider, has reported. In case of doubt, shops can also only create unique content for selected product pages. But only a few pages with unique content will promote better visibility. Pages for which shop operators do not wish to or cannot create unique content are awarded the meta tag “No Index”, so that Google does not index them.

Unique content offers greater leeway for using keywords targetedly. To achieve a higher degree of visibility, retailers and manufacturers should find out how customers actually find their products over the Internet. This can be performed quickly with the help of tracking. Subsequently, shop operators can then use synonyms for the product as keywords. Pages that offer a sports shoe can thus be described with “sneaker” in the title. But in this area, lateral thinking is also required. A carafe or a fine ballpoint pen make good company gifts. If these products were to receive a corresponding keyword, then the shop will have opened up new target groups.

Product data optimisation Tip #2: More information instills higher customer security

With the huge selection of online shops today, customers often do not know which shop they should trust. The higher the price for a product seems, the more extensively the retailer should work up the product information. This is not about listing as many properties as possible, but instead about emphasising the features of the product. With detailed information, tips and transparent customer reviews, retailers will succeed in positioning themselves as experts – and thus in gaining the trust of their customer.

Marcel Hollerbach, the CMO of Productsup, explained in the online magazine Internetworld that detailed product information increases the visibility of the online shop significantly. When the shop operator supplies abundant information in the product data feed of his site, then the accuracy of personalised ads increases among customers. Intelligently set product attributes lead to higher conversions.

Product data optimisation Tip #3: More efficient product pages by A/B testing

A/B testing is a process by which marketers improve the performance of a product page. As the name suggests, this is achieved by simple testing. Specifically, this means that a shop presents several customer groups with different product pages. These pages differ, for example, in the placement of elements, such as quality seals or shipping instructions. The shopkeeper can then find out which variant of the product page finds a higher number of buyers.

 

Using A/B testing for efficient product data optimisation: Through a test involving many sample individuals, the shop operator can discover which web page design is the more effective. In this example from the trade journal Smashingmagazine it was tested in which version a newsletter subscription was better accepted.

Using A/B testing for efficient product data optimisation: Through a test involving many sample individuals, the shop operator can discover which web page design is the more effective. In this example from the trade journal Smashingmagazine it was tested in which version a newsletter subscription was better accepted.

 

The placement of the product data allows for numerous variations in A/B testing. But shop operators should beware that in one test procedure, only one variable per test should be performed. This allows retailers and manufacturers to precisely determine which element makes a difference to the customer.

The price ultimately decides

Particularly in these days when eCommerce is booming, diligence and an eye for detail determine the success of an online shop. Shops stand out through consistent product data optimisation. Intelligent keywords ensure high visibility on search engines like Google, procedures like A/B testings determine the efficiency of product pages and extensive product information generates customer confidence. But the strongest sales argument for the customer ultimately remains the price. It is not a matter here that retailers should list the cheapest offer, but instead that they intelligently price their articles. This is achieved when online shop operators maintain an overview of the market. Retailers and manufacturers are ideally equipped with the blackbee Business Intelligence software.  This way the online market becomes transparent and online store operators increase their margins.

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