Grab consumer attention by displaying your products when customers are searching for them. Discover where and how shoppers find what they want on marketplaces Amazon.com, Ebay, Sears, Buy.com, Newegg, Sell.com, PriceFalls and Comparison Shopping Engines such as Google Shopping, Shopzilla, Nextag, Pronto, PriceGrabber, Become, TheFind, SortPrice, Bing Shopping and list your items accordingly.
Browse the path
On Amazon, the thumb rule is that “Birds of a feather flock together” – make sure your products are placed where many more similar products are present. This demands choosing a specific, intuitive, category and sub category where your product will be listed.
A quick search on Amazon.com for any search item will show which categories have the most similar items. For the generic term “item” home and garden is the current winner with more than 200,000 listings. If any buyer sought to filter through all these listings for a specific product, they would soon lose steam. Hence, putting your products in a precise and intuitive category is the best way to ensure that your products are discovered and “seen”.
Once you have decided on the main category, there are sub categories that potential buyers will allow buyers to further narrow down their search. It is important to understand that creative browse structuring is not helpful to the buyer. It should be intuitive and based on pre determined associations. Do remember times when you searched the corridors and shelves of supermarkets with futility, only to be told by the sales supervisor that the product was stacked in another shelf altogether? It is like keeping candles in the gardening section or hose pipes in the toiletries section.
Are you thinking – “How the hell do I choose the browse path during the listing process?” If you can create a detail page, you will have to walk through a series of screens, to choose the best placement of your item – this is essentially the browse path. If you are adding a listing to an existing page, then you will be using the existing browse paths for the page, so you can avoid these steps.
Combining good browse paths and good search terms are a certain way to ensure that your products grab customer eyeballs. Essentially search terms add more browse paths to your item. Knowing the right words to add are a matter of knowing your product and your buyer intimately. Here are a few things that you need to keep in mind while adding search terms:
• Do not duplicate any words OR terms in your title.
• Don’t duplicate any words OR terms from your brand name.
• Don’t use terms or names of competing brands – say if you are selling Apple, do not use the name of Samsung as a search term.
Good titles are essential because title terms are what the customer sees in search results and that is what they use to click through to go to the detail page. A good title will be accurate, descriptive yet precise- a long title can work against your interest. Think of it as a newspaper headline, it should grab attention, create interest and make a person want to pick up the paper and read. It should inform customers what the product is.
An example of a great title is one we found in heating and cooling equipment: “Apple I Pad 5 leather case”
What a title like this does is:
• It attracts buyers seeking a particular brand – many people search a brand, and then a sub category of product for that brand.
• Buyers looking for a very specific product – so buyers seeking a leather case for their APPLE IPAD will know you sell them.
• Buyers looking for add ons – these buyers may be buying Apple Ipads, and will connect to your product category too.
Need to know more – This ChannelSale Blog is a great place to start – it provides oodles of information on how to improve your marketing skills online.
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