It pays to get in a shopper’s face.
Think about it: When you’re searching for a specific item on an eCommerce site, how often do you get swayed by one of the first 10 products that pop up? (Meanwhile the product you came looking for is buried somewhere at the bottom.) Every eCommerce website pushes certain products to the top, and they can significantly differ from their direct competitors. Each retailer has a different approach to selecting products to make more visible than others. That’s why visibility ranks are crucial for every eCommerce website’s merchandising strategies.
To give retail companies a competitive advantage, our Incompetitor™ solution comes with a handy dashboard to show which products are most visible across eCommerce sites. The dashboard gives users a quick review of categories, subcategories or brands that appear foremost on their competitor websites. These insights inform you of the most in-demand products in your competitive landscape (so you can adapt your assortment, if necessary).
Product visibility can translate consumer attention into sales. To maximize revenue per shopper, most eCommerce sites seek to deliver the most relevant results and best deals for their online customers. E-commerce sites also consider different criteria than search engines like Google.
That’s why it’s important to know what your retail company needs to stand out. Here are visibility ranking factors to consider in your 2018 eCommerce marketing strategy to drive awareness, engagement and sales of your products.
Whether the visibility rank of a product on an eCommerce website is a proxy for consumption is uncertain. Visibility rank can indeed be a self-fulfilling prophecy. To some extent, retailers dictate what’s consumed. However, consumer demand also influences which products show up first, as search is the primary way that customers look for products on eCommerce websites.[i]
It depends. It is certainly a major booster to your sales. Having the spotlight on your company can certainly boost brand awareness, engagement. Experts found increasing organic rank strongly contributed to an increase in organic sales. That’s in part because consumers can discover your products faster and with greater ease due to high visibility ranking.
However, given how shoppers today like to scroll through, compare and find the best deal, the key differentiators may be than just exposure. Being a featured brand on a retailer’s website can turn problematic if your company lacks the scale to keep up with strong demand. In addition, sellers should refrain from trying to “scam” eCommerce websites by choosing inaccurate categories in order to be featured within that category. It helps to give the best price, have the right product visible, and provide superior services.
For multi-brand retailers, visibility rank also matters. They need to see how their diverse brands perform relative to one another to know where to invest more resources, such as in-demand categories according to popular search terms.
In addition, multi-brand retailers can look for opportunities to differentiate their offerings by bundling complimentary products to stand out from the competition.
Since a page-one presence can correlate with profitability, retail companies need to consider ways to stand out with visibility ranking. Overall, price, availability, selection, and sales history, well-chosen search terms will increase a product’s visibility and sales.
Even simple tweaks can help sellers stand out online. The number and quality of product reviews impact visibility ranking. Sellers should follow eCommerce websites’ image size guidelines to ensure their product listings are not suppressed. Also, concise, digestible content sells. Products with bullet points tend to convert better than paragraph descriptions, and earn superior visibility ranking results.
View the Visibility Rank of your brand on marketplaces as against your competitor’s brand. At Intelligence Node, we’re making the data work for you so you don’t have to work for it. Get a free assessment!
[i] Johnson, Tara. How Sponsored Products Can Increase Amazon Organic Rank. CPC Strategy. March 3, 2016.
[ii] Voelker, Scott. 5 Ways to MAKE Your Product Stand Out and SELL on Amazon. The Amazing Seller. November 11. 2015.
[iii] Demand variability, fast-moving and slow-moving products. Intuendi. October 20, 2017.
[iv] The 4 Amazon Product Ranking Algorithm Factors You Can Impact. AMZ Advisers. November 7, 2016.
This post was last modified on May 18, 2021 1:52 pm
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