Making the most of product feed potential is a key element of e-commerce.
Especially so in a situation where we intend to use not only our online store, but also additional mechanisms of presenting products via comparison engines, Google Shopping, or online marketplaces that gather a wide range of offers from different sources.
Product feed is a specially prepared file containing the necessary product data; in the abovementioned places it is a fundamental element that is essential when presenting our offer to customers. We should therefore make an effort to develop it properly so that we’ll be able to promote the products we sell in a better way.
Below we present 3 ways to improve the content of product feed so as to attract the attention of potential buyers.
Forget being original
Normalize product features
Selling a product that is available in several colors and sizes makes it necessary to include every possible version thereof as a separate item in the product feed. This means that we have to create several, almost identical entries that often only differ in one detail, like color.
In order to sell products effectively using product lists, we should forget being original and choose the simplest message. In the case of the aforementioned colors the best solution is to simplify the palette as much as possible by changing azure to blue, crimson to red, and jade to green.
Why is this so important? Mostly because the vast majority of Internet users will rather be looking for a “blue” dress instead of “azure”.
Stick to simple product names
They should be as short as possible and provide plenty of information at the same time
Internet users are known for valuing their comfort. For this reason, when choosing among several products displayed, they will pick the one that immediately catches their eye. In practical terms, it means an item with a brief, yet informative name.
What does this mean for us? Among other things, we need to avoid product names that are too long as well as overly complex descriptions. A brief summary of the item on sale, along with its color, size, and model name (and – in the case of electronic equipment – the most important parameters), are all we need to present it to the world. Forget SKU, ID, or other fancy codes put in the name. We can safely include this kind of information somewhere in the detailed description.
Help the customers find your products
Choose the right keywords in titles
The following piece of advice is somewhat connected to the previous one; it also relates to creating appropriate names for products, in this case with the use of relevant keywords.
To ensure maximum visibility of our offer, we should focus on describing the products so as to include their categories in the names. Words such as “dress”, “pants”, “shoes”, “laptop”, or “phone” are therefore essential. But that’s not all. To meet the expectations of consumers in a more effective way we should apply the so-called deep categorization.
What is it? Let’s use an example. The word “pants” sounds good and in fact immediately communicates what kind of product we’re dealing with. However, “jeans” or “dress pants” constitute a narrower product category that allows customers to reach what they’re looking for faster. The same goes for “t-shirt” – it can be “linen”, “cotton”, or “sports” – or any other product in the offer.
Deep categorization can therefore specify relevant keywords in the very name of the item, which – by narrowing the search results – can accurately guide the consumer to the products from our offer.
Preparing a product feed is important not only in terms of compliance with the specification provided by the website on which we want to display our offer. An equally important matter when developing it is to adjust the content presented to the needs and requirements of a modern consumer.
It’s therefore worth it to apply the abovementioned solutions that improve product visibility. They will help us increase the conversion rate and, subsequently, the profits brought by e-commerce.