Drive Traffic to your Store

Transcription

1 Drive Traffic to your Store Sellers who have a better understanding of prospective customers experience and key factors which affect it will be better placed to sell more! 3/11/2017

2 Agenda 1. Understanding the Customer Journey 2. Drive Traffic to Your Store i. Findability ii. Views iii. Conversion 3. Lazada Ranking Algorithm

3 The Customers Journey in Lazada There are 5 mains stages of the customers journey Discovery Research Purchase Awaiting Fulfilment Delivery Where customer first hears about Lazada e.g. NewspaperAds, FB ads, Word-of mouth Where the customer searches for a product and compares different products to make a decision Where the customer chooses delivery & payment option, keys in payment details and makes payment Where the customer receives order status updates on where his order is Where the customer receives his items, and initiates returns if necessary

4 Understanding the Customer Journey What are the factors which influence the customer journey? Research Customers point of view Product Search Product Comparison Make a Purchase Key Metrics 1. Findability 2. Views 3. Conversion Good Content Key Factors Attribute Fill Rate (Filters) Relevant Assortment *Gets your products on the top pages per category Good content Attribute Fill Rate (Filters) Competitive pricing Product rating Ranking* Good content Competitive pricing Attribute Fill Rate (Detailed) Product rating Stock availability Seller rating

5 Agenda 1. Understanding the Customer Journey 2. Drive Traffic to Your Store i. Findability ii. Views iii. Conversion 3. Lazada Ranking Algorithm

6 1. Findability How can customers find my products? By category

7 1. Findability How can customers find my products? By using the search bar Customers enter short key words in the search bar

8 1. Findability 2. Views 3. Conversion Good content Why? Easier for customers to find your product when doing a search Product turns up in the right categories when filtered Select the right category Product name How? Ensure you create your products In the right category With the right title and key words Pro tip: 1. Follow Lazada s product naming convention! 2. Avoid having names that are too long and complicated 3. Leave out details than can be inserted in the product description 4. Using the SPU concept to add products ensures cleaner/detailed information and correct categorization

9 1. Findability 2. Views 3. Conversion Good product naming examples: Good Example Bad Example Concise description of the product this will appear well on the catalogue page when the user compares multiple products Allows explanation to be on the Highlights section of the product, with key information presented Very long and complicated product name that includes information that is not relevant for the customer or can potentially confuse them Will not show up completely in the catalogue page for customers to view Highlights section contains information that is not useful to making a purchasing decision for the customer

10 1. Findability 2. Views 3. Conversion Examples of right and wrong category: Good Example Bad Example This should be mini dress, not maxi dress. How to fix? Wrong Category Level 1: o Delete and re-create; or, Wrong Category Level 2 to 6: o Revise by Mass Update on your own.

11 1. Findability 2. Views 3. Conversion Why? Increased chances of meeting a larger pool of customers needs Offer the luxury of comparison Higher exposure and traffic How? Sell variety of models/product variation within the same category Pro tip Check assortment at top of page, these are the fast moving ones Check products with high demand in the market Relevant Assortment

12 1. Findability 2. Views 3. Conversion This is how filters look like on Lazada s catalogue page Attributes (Filters) Why? Easier for customers to find your product when doing a search The more attributes relevant to filters you fill, the higher the chance your product will show on the catalogue page when a filter is chosen How? Ensure you create your products With as many attributes correctly filled Example of Filters in Seller Center Pro tip: 1. Mandatory attributes are marked with the asterisk (*) symbol in Seller Center, for a single upload method and marked in red in a mass upload template 2. Compare the filters that are on the catalogue page relevant to your product and ensure these attributes are filled for your product

13 1. Findability 2. Views 3. Conversion Attributes (Filters) Customer Behavior: When no filter are applied 25,321 items in the search result: too many to choose from Based on data, customers are more likely to only browse the first few pages of a category When 4 filters are applied Customers use filters to sort out the items that they have interest Left example shows that filters help to reduce the search result from 25,312 items to 246! Items with completed relevant attributes will have much higher traffic Sellers must fill mandatory attributes to ensure better visibility of their products

14 Agenda 1. Understanding the Customer Journey 2. Drive Traffic to Your Store i. Findability ii. Views iii. Conversion 3. Lazada Ranking Algorithm

15 2.2V. iveiwesws How do I convince a customer to click on my product? Good Image Good Content Product rating Competitive pricing

16 1. Findability 2. Views 3. Conversion Why? This is what customers will notice at first glance and influences if they will click to the product page and explore further or purchase It will differentiate your product from others How? Ensure the cover photos of your products are clear and look professional Follow the Lazada image guidelines which are designed to give customers a good first impression of your product, enticing them to click on it Ensure your product name is succinct and clear Good content

17 1. Findability 2. Views 3. Conversion Why? For two identical products, pricing plays an important role in a customers decision to purchase How? Compare your price with your competitors Don t forget to check prices in physical stores as well as online Pro tip Ensure your RRP is real do not put a higher RRP to have a high discount you reduce your credibility to the customer A heavily discounted price does not mean you will get customers attention more important is that it is competitive Competitive pricing

18 1. Findability 2. Views 3. Conversion Why? Customers feel confident in purchasing products with good reviews from other customers. How? Ensure that your product is of the highest quality. Ship out your products within the stated time frame The product delivered to the customer must match the description, color, specification etc. stated on the product page Product Rating

19 Agenda 1. Understanding the Customer Journey 2. Drive Traffic to Your Store i. Findability ii. Views iii. Conversion 3. Lazada Ranking Algorithm

20 3. Conversion What will influence customers to buy my products over competitors? Good content Competitive pricing Attribute Fill Rate (Detailed) Seller rating Product rating Stock availability

21 1. Findability 2. Views 3. Conversion Good content (detailed product description) Detailed product description Why? The more information and better quality pictures on the product page, the more confident customers will feel about purchasing your product How? Include as much information on your product as possible When uploading products, avoid leaving out recommended fields just because it s not mandatory Include images and Videos in your product descriptions Pro tip: 1. Include images/videos and detailed information under product description

22 1. Findability 2. Views 3. Conversion Good content (images) Why? The more information and better quality pictures on the product page, the more confident customers will feel about purchasing your product How? Provide 360 o view of your product More images allow a customer to make a more informed decision by analyzing the product on pictures (in addition to reading the description), greatly enhancing the likelihood the purchase is correct Pro tip: 1. Minimum image display of 500 x 500 pixel and maximum 2000 x 2000 pixel 2. Image has a minimum 72dpi resolution Good Ex ample Bad Example

23 Pro tip Ensure your RRP is real do not put a higher RRP to have a high discount you reduce your credibility to the customer A heavily discounted price does not mean you will get customers attention more important is that it is competitive 1. Findability 2. Views 3. Conversion Competitive pricing Why? For two identical products, pricing plays an important role in a customers decision to purchase Competitive price How? Compare your price with your competitors Don t forget to check prices in physical stores as well as online Give attractive discounts on recommended retail prices Know how the multisource feature works

24 1. Findability 2. Views 3. Conversion Lazada s product page Attributes Why? Provides customers with more information, which gives the customer the confidence to purchase. Product turns up in the right categories when filtered How? Ensure you create your products With the right attributes Pro tip: 1. Mandatory attributes are marked with the asterisk (*) symbol in Seller Center, for a single upload method and marked in red in a mass upload template 2. Filling out maximum attributes helps with product boosting and brings your product to the top of the page. Example of Mandatory attributes in Seller Center

25 1. Findability 2. Views 3. Conversion Stock availability Why? Customers can t buy your product if it is out of stock The product will not appear on the site OR The product will appear but the customer will not be able to order due to Out of Stock Maintaining sufficient stock levels will ensure that there are no missed sales opportunities for your shop How? Keep track of stock levels especially for popular/top selling products regularly Ensure checks on stock levels are done prior to campaigns when there will be increased customer traffic to the website

26 1. Findability 2. Views 3. Conversion Your seller rating Why? A good seller rating will increase the likelihood of customers buying products from you instead of another seller How? Check your weekly performance report Understand what affects your seller rating Always work on improving these KPIs Pro tip: 1. Ship out your orders within the stated time frame 2. To reduce the number of return, ensure your product is of good quality and as stated on the product page. Pack your items well. 3. Check and maintain good stock levels and avoid cancellations 1. Ready to ship status within 1 business day 2. Return Rate 3. Cancellation Rate Updated weekly based on past 4 weeks data

27 Agenda 1. Understanding the Customer Journey 2. Drive Traffic to Your Store i. Findability ii. Views iii. Conversion 3. Lazada Ranking Algorithm

28 Lazada s Ranking Algorithm What is the rule on Lazada? Example Description Search Algorithm prioritizes results via content The algorithm decides based on the relevance for the customer to update the search result page. Main factors are: 1. Product name needs to be concise; 2. Category needs to be accurate; 3. Competitive pricing; 4. Ranking Score: determined by showing the product with the highest relevancy on top for the customer. Factors include low cancellations and returns due to poor product quality etc. Mismatches between Category and Name are penalized and the product will be deranked.

29 Thank You