Walmart.com is a clear winner in ecommerce trends this year—sales increased a whopping 74% during Q1 , successfully beating out Amazon’s Q1 growth, albeit with a much smaller denominator. So, if you’re ready to jump on the bandwagon and sell on Walmart.com, you need to know what makes a great listing.
Great listings with premium content are directly related to product placement on Walmart.com, and will help your sales soar. Here at Pattern, we’ve figured out the equation to success on Walmart, and we’re here to help!
First, your product needs to have an appropriate title with enough information, but not too much! A title should include the brand name, the product name, the size (if applicable), and other details a few words or less. Walmart.com suggests the following guideline:
Brand Name + Size Group (if applicable) + Defining Quality + Item Name + Style + Pack Count
The first word of each letter in the title should be capitalized with the exception of conjunctions, prepositions, acronyms, etc.—avoid using all caps when possible. Additionally, avoid using special characters in the title.
One of the most eye-catching aspects of a listing is the imagery. We cannot stress this point enough: Professional images establish consumer trust and increase conversion rate.
According to one study, 79% of buyers are only skimming product details; it’s professional, detailed imagery that reels them in. And you want a lot of them. Once the images have caught their attention, then they’ll read your description.
Pattern has a whole team of creatives dedicated to helping our brands achieve brand equity on any marketplace they sell on, including Walmart.com. If you want to see some of our creative work, check out our 2020 guide to creating great product photography on marketplaces. The guidelines in that blog should help you get started in creating great product images that tell your brand story online.
Walmart product descriptions are broken down into three sections: the main description (or the short description), key features (or the long description), and attributes. Here’s an example of what those mean.
The main description should be conversational, while showing a deep knowledge of the product. Use this to help build your brand image! Your goal is to provide as much information as possible, while pulling in as many keywords as you can. Repeat the product name in this description, if possible.
Remember to use synonyms. If you’re selling a shirt, try including other words such as “blouse” or “top”, and use as many applicable descriptive words as possible, such as “tank top,” “halter,” “t-shirt,” “tunic,” “pullover,” etc.
Use your key features to make it easy and fast for your customer to learn about your product. Your key features should be equally descriptive and provide just as much information as the main description.
Remember to put the most important key features first, and, like the main description, include as many keywords as possible. Use the key features to call out important information, technical specifications, and category specific details. But be careful to avoid redundancy between the main description and the key features.
The last component is the attributes section. This section highlights technical specifications, product dimensions, colors, sizes, etc. It comes in the form of a chart, and the more attributes provided, the better.
Pay particular attention to the Discoverability attributes when uploading your listing; these attributes can directly affect your item’s performance. Discoverability attributes may include details such as color, size, age group, etc. If you’re unsure which attributes are relevant, try searching your product on Walmart.com, and check the left navigation bar to see which attributes help narrow the search down; this is where attributes are used for discoverability on site.
Here’s an image of discoverability attributes with Pattern’s partner Thorne Research:
Additionally, Walmart is working to provide rich content features for Marketplace sellers, including 360° product views, side by side views, and videos. Rich content will be free and easy to use, and will help create a more engaging online experience and establish consumer trust and loyalty.
By following these guidelines, a seller may expect a substantial increase in SEO, visits and revenue. Are you interested in increasing sales on Walmart.com? Contact a Pattern representative below to see how we can help your brand succeed on the Walmart.com marketplace.
Watch one of our on-demand webinars about selling on Walmart.com below and how to create marketplace content that converts.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.