We will optimize our Walmart listing, which will help us to improve product visibility and conversion. It also increases the listing score and shows on the front page of Walmart. It also has increased the selling opportunity and sales as well. “How can I increase sales on Walmart?” That’s the question on the mind of the more than 33,000 retailers who will utilize the eCommerce platform in 2020. With 300 million visitors a month, Walmart is the perfect platform for any retailer looking to diversify their eCommerce business. In terms of updating the SEO, we need to focus on the following points.
i. Set a Proper Product Title
The product heading you choose should be short and concrete, defining your product in one line. The best way to get this done is to check the product headings of your competitors, but you can’t copy their pattern; at least get a glint of what works and what does not. The most important thing is that the heading should convey what the product exactly is.
Walmart product title immediately informs the customer about the product and brand. It also tells what it is used for and its quantity if required.
The below-mentioned title is not properly optimized.
So we have to ensure that the title contains prominence and relevant keywords to increase the chances of fitting the targeted consumer’s query.
On the other hand, the below-provided Title is well-optimized.
ii. Write a Specific Product Description
You need to make sure you describe your product in a way that lets the customer have a clear idea about the product. Highlight the key features and benefits of your products or services.
Do not make too many promises or list fake attributes. Make sure the top three points cover the most important selling points of your products. The Product description should contain only specific to-the-point attributes, and you should avoid any unnecessary details.
Here is an example of a non-optimized product listing on Walmart
Here is an example of a perfect product listing on Walmart with the perfect description
iii. Use High-Quality Images
Every online customer will naturally tend to be attracted to a product with several photos and high quality (preferably HD images). These images will give them a better perspective of the product, thus establishing apropos expectations.
This practice is a sure way to attract more customers and aid in optimizing the Conversion Rate. There should be three images for every product, namely,
- Main image ( Recommended Pixel Dimensions:2200px x 2200px.
- Minimum Pixel Dimensions for Zoom 1500px x 1500px)
- Additional infographic and lifestyle images (same as main image)
- Swatch image ( Dimensions: 50px x 50px.)
From the bellowed main image, we can’t see the whole product clearly:
And here is an example of a proper Main image:
iv. Specifications Attitudes:
These are the essential details about the products that differentiate them from other products and give them a unique representation. It’s highly recommended to include these details, which are also known as advanced attributes. The specifications list informs the customers thoroughly and aids them in making an educated decision.
Here is an example of a product listing with poorly specified
Here is an example of a product listing with highly specified
v. Choose the Correct Category Mapping of Products
It is essential to map the product type from your with the correct category on Walmart. When you add a new product type to your online store, you also need to do category mapping for the products you want to sell on Walmart.
For example: If you sell vanity mirror type Products, then you will select “Beauty” as the main category on Walmart and “College Makeup Mirrors” as its sub-category.
Setting up your products in the correct category is essential for Walmart, for it aids the customers in searching for the desired product easily. If you don’t work carefully on it and place your products in the wrong category, customers may not find your products, leading to a decline in your Walmart sales.
Here is a Walmart product listing category that Walmart generates automatically :
An ideal Walmart product listing category is shared below :
vi. Eye-Catching Shipping Details
Walmart Search Algorithm considers the days you ship your products within and shipping fees set by you as a parameter to rank you. The fewer the number of days and costs for shipping, the better.
Integration Apps, designed to provide compatibility with renowned shipping Logistics such as Deliverer, are available.
If you enable Walmart Free 2-Day Shipping, your products will rank higher than those who haven’t opted for this option.
Here you can see all shipping details are perfectly showing:( Free two-day shipping):
vii. Recommendation of Listing Quality Dashboard
Take your Walmart Marketplace listing optimization strategy to the next level with the Listing Quality Dashboard, a new free tool available in Seller Center that gives you specific, insightful recommendations to help you drive sales and grow your business. The Dashboard lets you see where your listings stand in terms of quality and gives insights on what items need improvement (and how you can act on these recommendations).
An example of a lower score on the listing quality dashboard:
On the other hand, this is an example of a high score on the listing quality dashboard:
vii. Applying Rich Media Content
With the steady rise of mobile devices and online ordering systems, it isn’t surprising that Walmart began offering a platform for rich media content. E-commerce sales have become crucial to the success of small and large businesses, and Walmart’s Rich Media API tool offers users a way to build on pre-existing content. The Rich Media API is available for content providers, drop-ship vendors, and warehouse suppliers. Using a media-rich solution allows sellers to include the following content on their page with Videos,360-degree views of products, PDFs, and Brand story layouts.
Here is the PDP( product detail page) with a normal description
This PDP with Rich Media content:
Challenges
- If you’re a seller with an extensive catalogue, you may run into issues with Walmart product listings that you don’t run into with Amazon.
- A business with large product catalogues (1,000+ SKUs) usually struggles with manual Walmart marketplace management.
- Most common Walmart product listing issues might include poor images and descriptions, spelling errors, HTML errors, and even content that is entirely incorrect.
- Matching with competitive prices is a huge struggle for a seller, and Walmart is very strict about the pricing. Walmart is committed to offering consumers the lowest price possible for products on its marketplace. While brands and sellers choose the price for their products, it must not interfere with Walmart’s Price Parity Rule and Price Leadership Rule.
- Fixing these issues as a Walmart seller is difficult compared to Amazon. While Amazon’s Brand Registry lets sellers request changes almost immediately, Walmart makes it more challenging to correct product listing issues.
- Sometimes for the seller, it’s hard to meet all four criteria (lower delivery defects rate, lower Cancellations rate, More than 100 orders in the past 90 days, and 70% of your trending catalogue has a listing quality score above 60%) to get a pro seller badge. And without it, rich media content features will not be available.
Action
The Product Title
The first thing customers will notice is the title. Titles must be descriptive but use few words. Walmart suggests you keep your length between 50 and 75 characters, but in new items, you can add more characters to get more convention.
- Always start with the brand name.
- Only use colour if not described in variations in the end
- Decide on which primary keyword to include in the title
- Try and use the product’s most powerful attribute to describe it.
In the example above, it is clear the product is Ring Light for smartphones or Tablets with 4 Light Levels if you want to see effective listings, research with your primary keyword.
Be Specific in Defining the Product Categories
By categorizing your products in an appropriate category, you provide customers with the direction to navigate into the correct path. Also, from the perspective of eCommerce SEO, your products can easily appear in the search result if someone searches for a specific category.
Worked on Product Descriptions
Since the product title has a character limit, it’s often not possible to insert keywords there. To make up for that, there is the “Walmart product description,” where you have a much larger word limit. Use this space to describe your products in a broader aspect while maintaining a natural tone. You can easily play with the most searched and relevant keywords to enhance the Walmart SEO perspective and optimize your product listings.
We have defined all the necessary features. Also, on Walmart, listing optimization is to split your product description into two parts:
- Site Description: It has to be written in a paragraph between 600 to 800 characters with easy-to-digest relevant keywords.
- Long Description aka key feature points: We have mentioned all of the attractive features and facts, but the word limit must not exceed 250 words, and also mentioned the band name at least once.
Track the Convention Rate
After optimizing the content, Walmart’s algorithm takes 1 to 2 weeks to rank. We can always check how our listings are performing with tap Search Insights from the growth opportunity tool in Walmart.
Achievements
Improved the page view, convention rate, and listing quality.
Wrap Up
So if you want to know how to optimize products on Walmart, here is the final tip for you. You should always start by observing how others do it. While Walmart has a listing quality dashboard, automated systems can only provide very general guidelines. If you plan on growing from Amazon to Walmart, you must be prepared for any changes between companies.
Regardless of when you move to try Walmart, Marketing Solutions can provide excellent information about how to succeed.
