Walmart Marketplace is a highly competitive platform for sellers, with millions of unique monthly visitors. To stay on the game, you must optimize your listings to attract customers, win more sales, and rank higher in search results. This comprehensive guide covers the key factors of Walmart.com product optimization, including content, shipping options, ratings, and reviews.
1. Content & Search
Having quality content is essential for customers to easily find products. Firstly, categorize products correctly and provide detailed attributes like color, size, and material to help customers understand the product's appearance and functionality. This will make it easier for customers to discover and purchase products.
- Write a good description that follows Walmart guidelines to help your item rank (minimum 150 words).
- Optimize your product title with specific keywords, making it clean and concise (between 50 -75 characters)
2. Competitive prices
The quality of your offer is crucial for the shopping experience on Walmart.com. Make sure your pricing stays within a competitive range by conducting benchmarks. Additionally, select a delivery option that appeals to your customers.
3. Ratings & Reviews
Customer feedback is important for improving your search rankings and conversions. Encourage customers to leave reviews on products they've bought from you. The higher number of positive reviews you receive, the greater visibility your products will have on the ranking list.
4. Shipping Speed & Price
- Offering free shipping options can significantly improve the visibility of your products to a wider customer base, particularly when participating in programs such as Walmart TwoDay and ThreeDay.
- Providing faster shipping options is normally always better, as it is a well-known factor that drives conversions, and customers increasingly expect quick delivery when they shop.
5. Post-Purchase Quality
Pay attention to your customer experience-oriented factors like delivery defects, order cancellation, and return rates. Respond to both positive and negative feedback to express gratitude and resolve customer concerns.
6. Rich Media
Walmart Rich Media includes interactive and engaging digital content like high-quality images, product videos, comparison charts, and more. Using this feature can improve search ranking, conversion rates, and customer confidence while reducing return rates.
7. Listing Quality Dashboard
Take advantage of the Listing Quality Dashboard, a free tool that offers significant insights, quality scores, and valuable recommendations to enhance your product listings, boost sales, and expand your business.
8. Order Defect Rate (ODR)
When your ODR is within acceptable limits (the lower, the better), you gain increased chances to win the coveted Buy Box and participate in promotional campaigns that drive sales.
Your ODR is calculated based on three key factors:
- Cancellation Defects
- Return Defects
- Shipping Defects
The infographic below outlines the key areas to focus on when optimizing your Walmart.com product listings:
Why is it crucial to optimize your listings?
Win the Buy Box and Boost Sales:
- The Buy Box prominently features a seller's product on the Walmart website, making it more likely for shoppers to purchase directly from that seller.
Get More Campaign Opportunities:
- Walmart's marketing programs and holiday events prioritize listings that are of high quality. This can help to increase exposure and attract more customers to your catalog.
Increase your product conversion rates
- When product listings are clear, informative, and visually appealing, they help build trust in the product, making customers more likely to complete a purchase.
Improve Product Visibility in Search & Browse Results
- A high score on this dashboard increases the likelihood that a product will rank higher in search results, making it more visible to potential customers.
Minimize returns and gain repeat customers:
- High-quality item page content can help customers understand your product clearly, leading to fewer returns and more 5-star ratings and positive reviews. This can help minimize returns and foster customer loyalty, leading to repeat business and increased sales.
Walmart prioritizes delivering a good customer experience on their platform. Implementing the strategies mentioned above can significantly enhance the shopping experience for your potential customers and convert more leads into paying customers.
