Why Data is King
We aren't telling you anything new when we emphasize just how critically important data is towards search acquisition and conversions. The better the data, the more it aligns to filters, search terms, and other mechanisms used to get your listing in front of the right buyer.
Good data is key to not just being found, but converting a visit into a purchase. It's only half the battle to be found. You also need to be picked from a competitive landscape. If you are just being found, you're hurting your long term health.
Data then also goes another step further to acquire sales; it adds a subjective and subconscious dimension. Is your title written for a UK or USA audience? Is your description catering to a younger or mature audience? What are your key demographic targets? Do you read as professional, bland, stylish, young, trendy, unique... ?
Your Data is not just how you are found and how well you convert. It's also a representation of your company to the buyer. The first interaction the buyer has with you starts with your listing data.
If all marketplaces all worked the same, and how they worked was simple, this topic might be easy. In theory, you learn the tricks, then align all data to fit the pattern. Job done.
Unfortunately marketplaces have some complex nuances. On eBay, there are over 60 different item specific profiles in the women's fashion vertical alone. That's 60 different data configurations, priorities and valid value mappings for one gender, in one top category, on one marketplace.
Nuances can be easily overlooked and ignored because they are rarely fully required to list product. However, you must adhere to as many of these profiles and data refinements as possible, to get the utmost out of your listings. These not only change in marketplaces, and by marketplaces, but also per regions. eBay FR and eBay DE look for different things for example.
Without knowing these nuances, you risk being lost on page 10 of search returns. Learning these nuances by yourself is not going to be easy or fun, which is where we can help out.
Data optimisations need to be scalable, planned and placed into procedures. If you are adding new product often, you need to have ways of staying ahead of this project.
Even if your catalogue is small and you have less new product, do you have easy access and visibility to all your data? If the marketplace makes a small change tomorrow to mappings, how easy is it for you to know about the change, find the issue, and rework it for all items affected?
If you have a large catalogue with limited data rework done, you need plans to tackle this in batches, prioritising the key points first and working down a list. All the while staying on top of daily operations, and new product to list.
Automating as much of this as possible is key. With a combination of the right tools, the right algorithms and the right knowledge, procedures can ensure this runs with less hassle. Speak to us about automation, we've been streamlining processes and optimisations for years.
If you think optimising a listing is a one-time action, we have bad news for you. Once the listing is optimised, you really need to make sure your efforts are not in vain.
To say any well-optimised listing will sell, would be a lie and unrealistic. You will have winners and losers. All the data rework in the world won't force a sale if you are uncompetitive on price, or quality is poor. No one will buy a high-end fashion accessory if the listing has no image.
But sometimes positioning the data in a new way, or with a new goal in mind, can be the difference between no sales and a profitable listing. It's not possible to figure out everything perfectly, and in an efficient manner. But you can track progress and rework in batches.
Data optimisation is not a finish line, but a process of evolution. Once data is optimised, it needs to be aligned and further optimised! That's always our approach to get the right results.