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11. August 2019 by Claudia Rothenhorst

Seven Ways You Can Create Better Product Recommendations

Shoppers don’t always know what they really want or need until they actually see it. Modern e-commerce sites make it easy to quickly browse or search through many products, but there are also other options.

Online shops that do a good job of actively recommending products can see their sales skyrocket. Whether by turning browsers into buyers or increasing the size of the average order, useful, personally appropriate product recommendations will almost always drive business levels higher.

Fortunately, proposing products in ways that make shoppers eager to buy is easier than many realize. What follows are seven effective tactics that can be applied by just about any store online.

1) Choose and Use the Most Appropriate Types of Recommendation

Every worthwhile sort of product recommendation will have some rationale behind it. There are quite a few available sources of information and approaches e-commerce sites can use to develop product recommendations appropriate to particular people.

Naturally enough, shoppers will always be more likely to consider and purchase proposed products that actually suit them well. Being familiar with the most common basic types of product recommendations and choosing among them strategically will enable better results in any situation. These are those based on:

  • Browsing history. Even a first-time visitor to an online shop leaves behind plenty of telling information. Product suggestions that account for the items a shopper has already looked at are some of the simplest to generate and among the most effective. Simply listing some similar items that sell or review well will almost always be helpful.
  • Purchasing patterns. Any existing customer will have gone beyond virtual window-shopping to express clear, definite preferences. Product recommendations that accurately reflect a shopper’s past purchases will rarely be anything but appropriate. That can mean anything from highlighting a product that will work well with a purchase to informing a buyer about a newer, better model.
  • Demographic details. Social media sites and certain ad networks make it possible to target shoppers according to dozens of personal factors. Oftentimes, certain types of products will be best suited to people of particular backgrounds. Demographic targeting makes it possible to recommend products even in the absence of browsing or purchasing history.
  • Overall popularity. It is not always necessary or worthwhile to personalize product recommendations aggressively. Suggesting a highly rated best-seller to a shopper who is looking at a less desirable product can be welcome and effective. Shoppers often feel more confident about checking out with products that others have deemed desirable and worthy of purchasing.

2) Write Better Titles and Descriptions

The mere act of recommending a product does not necessarily make it seem worth investigating further. Think of product recommendations as calls to action that need to be tuned and refined for maximum effectiveness while still feeling natural.

Strong, tight titles and informative descriptions encourage shoppers to take product suggestions more seriously. At the same time, overly “salesy” copy can cast doubt on the sincerity of a product recommendation.

3) Never Neglect Design

Experienced marketers known that visual design impacts moods and thinking. Just as with the titles and descriptions attached to product recommendations, design should always be considered important.

A bit more contrast or a carefully placed highlight can make a product recommendation more noticeable and attractive. Product suggestions, though, should still integrate organically with their surroundings so as not to seem too pushy.

4) Set Specific Goals

Product recommendations are meant, in general, to encourage shoppers to buy more items. Beneath that large umbrella, though, are many more particular options e-commerce sites can pursue.

Some shops online, for example, end up with stocks of high-quality products that do not sell as well as they should. Prioritizing such goods in product recommendations can give them the initial momentum they deserve, with the reviews that result driving them higher on the sales charts. Having goals more specific than merely boosting revenues will simplify many recommendation-related decisions.

5) Position for Success

Product recommendations can be delivered in any of many available outlets and in different positions within them. A product suggestion made in an order confirmation email could meet with an entirely different reception than when published on a “404 Not Found” web page.

Experimentation will reveal how different types of product recommendations perform in various contexts. Oftentimes, the choice of a particular medium or placement will help settle a number of other questions.

6) Test and Test Again

There is oftentimes no substitute for hard data, and product recommendations are an especially clear case in point. Product recommendations are even more amenable to split testing than are pay-per-click ads or landing pages.

A/B testing tools can be used to figure out which recommendation, textual, design, and positioning approaches are most effective and to keep up with any subsequent developments. Over time, that will make it possible to draw firm conclusions about what works best for a given site’s customers.

7) Learn to Think Like a Shopper

A large part of the power of product recommendations stems from the fact that shoppers actually find well-grounded suggestions desirable and helpful. That cannot always be said about other marketing tools, to put it mildly.

It’s possible to take this realization a step further to make product recommendations even more valuable. Stepping back and thinking about whether a given decision is going to make a product suggestion more useful to the targeted shopper will often reveal a clear, obvious answer.

While there is always some salesmanship involved, effective product recommendations do not need to be manipulative or underhanded. Shoppers appreciate those that actually help them make informed purchasing decisions, and that is a fact which sellers do well to respect.

Great Product Recommendations are Simply Good Business

Online shops that make better product recommendations than their competitors will almost always benefit with regard to increased sales. At the same time, e-commerce sites that excel at suggesting products also tend to foster appreciation, loyalty, and other positive feelings in shoppers.

That complete package is one which is easy to recommend to any online retailer today. Putting some effort into generating and displaying more useful, engaging product recommendations will virtually always be worthwhile.

Filed Under: Allgemein, E-Commerce Tagged With: Online Shop, product, recommendations

9. July 2018 by Katharina Berger

Boost Your Visibility When Selling Products on eBay

Selling products on ebayYour business needs new customers. Where do you find them? You may want to try using eBay to find new customers who are looking for your products. Selling products on eBay gives you the chance to sell excess inventory as well as the chance to extend your outreach so you can sell your products to as many potential customers as possible.

Once you’ve decided to sell your products on eBay, you’ll need to make sure your business is as visible as possible. Right now, there are an estimated 25 million sellers on eBay, which is a huge amount of competition. Yet, this doesn’t mean you can’t sell products on eBay. You just need to make sure you use the right techniques to boost your visibility so more potential customers will see your business and make a purchase.

Posting items on eBay is relatively simple, but you won’t want to stop there. You’ll want to read through the list below to learn more about what you should watch out for when you’re placing products on eBay to sell and what you should do to improve the ranking of your products.

Watch Out for Formatting Errors or Store that Isn’t Unique

Poor formatting can lead to customers backing out of your eBay store page and looking elsewhere for what they want. A store that’s not unique is not going to stand out very well and many customers might not notice it at all.

Your eBay store is a representation of your business. You need it to stand out, but you do need to make sure everything is formatted properly. Test the appearance of your store on multiple devices to get an idea of how it looks and make sure nothing looks “funny” or out of place.

Watch Out for Poor Listings

Titles and subtitles that have symbols or weird spellings, or that simply say “Look!” are not attractive to potential buyers. In fact, most buyers will skip over these listings because they don’t tell the buyer what the listing is actually for or they’re too difficult to read.

Instead, carefully construct titles, subtitles, and descriptions for every listing. Using SEO techniques in each of these fields can be beneficial, but you will still want to make sure they’re attractive to the buyer. They shouldn’t notice keyword stuffing throughout the description or have to wonder what exactly the product is because there’s just a list of generic keywords in the title.

Watch Out for Spelling Mistakes and Other Errors

Spelling mistakes can drive customers away and can lower the visibility of your eBay store simply because you don’t have any customers. Many customers won’t want to purchase anything from a shop that has multiple spelling or grammar errors in their descriptions.

Run every title, subtitle, and description through a grammar checking app or program before publishing it in the listing. Even if you don’t catch every single thing, minimizing spelling and grammar mistakes can help boost your chance of a customer purchasing your product.

Watch Out for Multiple Item Listings

Multiple item listings look like a great idea. You get to create one listing and have multiple products for sale in it. However, this isn’t as good of an idea as you might think. In fact, it could lower the visibility of your listings on eBay.

Each listing has a spot in the search results. When you combine listings into a multiple-item listing, you have one listing show up in the search results. If you’re selling 20 of the same item, you want it to show up 20 times, not once. Have each product listed separately so they’ll show up separately in the search results. The more it shows up in the search results, the more likely it is customers will see your items, not your competitor’s.

Watch Out for High Shipping Prices

It’s easy to pass the shipping price onto the customer when you sell items on eBay. You can price your products much lower this way, so it might seem like this would be a good idea.

Save money thanks to free shipping.
Customers love to save money and get something for free.

Unfortunately, when you pass the shipping price onto the customer, it can lead to your listings being ranked lower.

Listings that include free shipping, even though the item price may be a little higher, can boost the ranking for your listings. Plus, customers love to get things for free. Even though they may pay a little bit more for the product, the free shipping can make your listing more attractive. The more attractive it is, the higher it’s going to rank and the more likely it is the product will sell.

Do Use Keywords Throughout Store and Listings

Although you should be careful to avoid keyword stuffing, you will want to use keywords throughout your store and your listings. This is the main component of search engine optimization and one you’ll want to use correctly. All parts of your store, such as the seller bio, should be filled out with carefully-chosen keywords to help optimize your eBay store for the searches.

Make sure you use short and long-tail keywords, and make sure you choose keywords that customers are using to find products like the ones you sell. All keywords should be relevant and placed in the content naturally.

Do Use Photos in Listings

Photos do more than just show buyers what your product looks like. You can also use alt tags with keywords for each photo you upload for your product. The alt tags allow the search engine to “read” the photos and know what they’re about. This is another way to use keywords in your store and help boost the store’s visibility in search results.

Do Use Adaptive Formatting for Your Listings

While you will want to make sure your store stands out, you’ll also want to make sure the formatting is adaptive. A recent study showed that mobile use was involved in more than 60% of eBay transactions.

Optimize your listings for mobile devices.

Whether it’s to view the listing initially, to make the purchase, or to check the listing, the buyer was on mobile at least once.

When you carefully format your listings so they can be viewed on mobile devices, you’re making it easier for buyers to see what your product offers and why they will want it. You’re also making it easier for them to make a quick decision to purchase the products and, the more sales you have, the higher your ranking will be.

Do Provide as Much Information as Possible About Your Products

You’re trying to sell your products, so you need to tell customers why they need these products. You want them to be excited about purchasing it so they don’t hesitate and end up choosing something else. Putting as much information as possible in the description gives you the chance to get customers excited about purchasing the product and shows them why they need to purchase it.

Choosing the words for the description carefully is vital. You’ll want to insert keywords, but make sure you’re not using too many. You’ll also want to make the description as educational as possible as this can help boost your ranking as much as the keywords will. The better your description, the more likely it is the viewer will purchase the product.

Do Respond to Customers Quickly

How customers view your business is crucial. If your customers aren’t happy, your rankings will drop. A large part of optimizing your eBay store is making sure your customers are happy so you’ll have a higher seller rating. One of the parts of the seller rating you can directly impact is how fast you respond to your customers.

Have a way to check your eBay messages often so you can respond to any questions or comments as quickly as possible. Customers expect a fast response nowadays. The faster you can respond, the happier they’ll be with their interaction with you and the higher your seller rating will be.

Do Provide Tracking Information for Your Products

Products being delivered late can negatively impact your seller rating quickly and drastically. You can add tracking information when you ship your products to help avoid this and make sure you don’t suffer because of the delivery times.

If you do not provide a tracking number and the item does not arrive by the time you stated, the customer can complain about the late delivery and your seller rating will decrease. However, if you do provide eBay with a tracking number, it will show your product was shipped on time. This shows you did everything possible to get the product to the customer, so if it is delivered late because of the shipping company, it will not negatively impact your business.

 

Selling items on eBay, just like amazon, gives your business the chance to branch out and reach more customers. However, you will want to be careful to make sure your listings are attractive to potential buyers and properly optimized so your eBay store will stand out amongst the competition. Start working on this today to get the chance to reach more customers tomorrow.

Filed Under: E-Commerce, Online-Marketing Tagged With: E-Commerce, Ebay, Online Shop

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