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eCom Competitive Intelligence

How Can eCom Competitive Intelligence Help You to Create Great Product Descriptions?

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eCommerce platforms like Amazon, Big Basket, BlinkIt, etc., open doors to new brands, competitive pricing, product variants, etc. The factors influencing consumers buying decisions also extend to user-generated content such as Q&As, reviews & ratings, product descriptions, informative & comparative tables, videos & photos, delivery details, etc. According to a Statista report, 22% of online shoppers make buying decisions based on accurate and informative product descriptions. Similarly, other factors have a high or low effect on the buyers’ purchasing decisions. Most businesses create detailed descriptions of their listings on eCom marketplaces based on their product knowledge and could also involve SEO. However, do they review their content score? Do they analyze their perfect page summary? Do they know the detailed score of the distinct aspects on a product page of their competitors? Most likely, the marketers and business heads would answer No. Knowing the product page summary and the content score of your competition and reviewing the pages with the highest score can offer many details. For example, your brand could learn the SEO strategy, commonly optimized keywords, content structure, keyword placement, etc., of the competition. Such information can help your brand improve your listing pages and optimize the content. But, this is just one aspect of it. It can help review the A+, image, and video content, which will likely enhance discoverability on e-commerce marketplaces and increase click-through rate (CTR), likely boosting conversions. What is a Product Description and Why is it So Important? A product description explains “What is the product and its uses? Thats it! But stating more about the listing like a robot or using unfriendly words could make the description uninteresting and drive away users to easy-to-understand or similar relatable products. However, most marketers should realize that the title, price, image, and delivery visible on the product searches have already made the user interested in the product. Also, the informative table is self-explanatory when it comes to features. Still, the user is likely to view the description visible next to the product images or videos of the listing before scrolling down through the A+ content and then visiting the informative and comparative tables. Therefore, it is important to make the product description as compelling as the information on the product search result listings. The question is – How? How Can eCom Marketers Create Great Product Descriptions? We have already established that eCom Competitive Analytics offers insights into the competitors’ content strategies on e-commerce marketplaces. Such insights can help brands curate great product descriptions, as the solution can help recognize customer needs, competitor strengths, ongoing SEO practices, etc. Insights derived through eCom Competitive Intelligence can help in this matter in the following ways: Identify and Implement Informative Words: Most e-commerce marketplaces have approximately 200 words for product descriptions. The consumer is looking for information before checking out reviews & ratings, and Q&As. Knowing the highest content score for the description and checking out the competition with the top results could give a clear picture of the user-friendly information structure, including the product details. SEO-Friendliness: Ideally, brands with a 100% score in the description would likely have a 100% SEO score for their description too. Therefore, brands should identify them and review the keywords and their placement, enabling them to achieve such a result. Post-review brands would also come across keywords that could match the description of their listings. Inclusion of Benefits: Consumers might expect the benefits of a product under the description; however, the description score could reach 100%, even without it. Once again, it is subjective, just like Product Titles. Therefore, analyzing the practices of the competitors through eCom Competitive Intelligence can help you decide on whether the product description should describe the benefits. Before writing a product description based on these aspects, it is necessary to answer the following questions: Should the description: Include words used in brand images or videos. Consist of the keywords included in the title or secondary keywords? Address user queries in the Q&A and R&R sections through the description. Following this approach and competitor intelligence can enable marketers and brands to curate great and compelling product descriptions. The details could help the user decide the advantages of the listing over similar products, upsell recommendations or basket listings, curate loyalty towards the brands, etc. Final Words Product descriptions might seem the simplest form of explanation of the listing; however, it isn’t. Brands require eCom Competitive Analytics to understand more about them. The solution can highlight the score of your brands’ listings versus the competition and offer an understanding of its compelling nature, user-friendliness, keyword, etc., which would affect sales. Get in touch to learn the impact of perfect page analysis of your listings, connect with us through email, or leave us a comment.

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Quick Commerce

3 Major Quick Commerce Problems Resolved Through mScanIt

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E-commerce paced up the sale of products largely due to convenience, and quick commerce is boosting these sales through faster deliveries. Earlier online shopping orders were delivered within a week. Then, Amazon introduced two-day, one-day, and same-day delivery, implementing the same approach for groceries or daily need products. Today, Dunzo, Instamart, Zepto, BlinkIt, and other brands have become pioneers in quick deliveries. Quick commerce refers to the delivery of online orders within 15-30 minutes. The fast-delivery concept was first implemented by Domino’s, and you can recall it if you ever received a free pizza due to a delay in delivery. Quick commerce has rapidly gained the attention of Gen Z and millennials who want to watch their favorite sport or movie at home. Both groups made unplanned orders in 2021, which enhanced the purchase of consumables within the year. According to the same source, the Q-Com industry had a revenue of $100 million in 2021, and 70% of the Indian Q-Com revenue came from Delhi, Bangalore, and Mumbai. During the pandemic, safe deliveries were the trend; however, Q-Commerce is bringing its fast-paced delivery concept into the limelight. Q-Commerce has become a substitute for phone-based orders from the nearest retailers and a swift mechanism for receiving frozen, pre-packaged, and fresh orders. Brands offering this service focus on order fulfillment, timely reachability, and swift packaging, which has raised the demand for Micro-Fulfillment Centers (MFCs). Similarly, brands like Buyk are building pipelines based on buyer personas. For example, ordering seasoning for cooking a meal. While the concept is growing in the minds of the buyers, brands face some major challenges in resolving the need to provide everyday need products. How Quick Commerce Works? The general concept of Q-Com is that the customer adds products to the basket, and places an order, which is received by the platform, packaged, collected by the delivery partner, and delivered to the customer’s doorstep. Essentially, Q-Commerce is a form of e-commerce; however, the brands have separate warehouses, commonly referred to as “dark stores,” and deliver within 30 minutes. But, initially, Grofers (now BlinkIt) began the concept of fast doorstep delivery by connecting with local retailers. Also, unlike e-com orders, which often include delivery charges unless a minimum order value is passed, many Q-Com brands offer cheaper cost products in small basket orders with no such fee. Moreover, customers have the option to make orders 24×7, which likely results in impulsive buying during overnight stays, all-night parties, etc. Challenges Faced by Q-Com Brands and mScanIt Solutions Keeping An Optimal Price Globally, 52% of online shoppers make purchase decisions because of the delivery speed, whereas 38% of consumers buy products due to free or discounted shipping. We have already covered that most Q-Com brands offer both of these advantages. Also, the price was the main reason that influenced the shopping decisions of 87% of the consumers in the U.S. So, it would be safe to assume that when delivery speed and fee are no longer concerns, it will remain the likely choice unless the desired product or its quantity remains unavailable. Under such a scenario, keeping an optimal price becomes a primary concern of the Q-Com brands, and keeping an eye on the competitors becomes necessary. mScanIt helps brands review the price differences across online shopping platforms, resolving one of the biggest issues. Managing Stock Availability Stockouts are one of the leading reasons for switching apps, brands, or variants. Also, consumer behavior is rapidly evolving due to Q-Commerce. The changing needs demand managing the growing stock availability and avoiding stockouts. With rapid orders and impulsive buying heightened, the need to manage stocks at pin code, zonal, platform, sub-category, sub-variant, and other levels becomes important. mScanIt meets these requirements by showing stock availability daily, weekly, and monthly, with real-time insights, while showing competitor availability across online marketplaces. The analytics deep-dive into stock availability and help brands avoid stockouts at distinct levels to meet the forecasted requirements. Safeguarding Brand Reputation Quick deliveries don’t mean that consumers would remain satisfied with their orders. Their reaction would have the same sentiment intensity, similar to a regular online shopping experience. However, they might appreciate swift doorstep reachability, which has become a likely factor in reviews and ratings. The demand for safeguarding brand/product/seller reputation has become crucial, and Q-Commerce enhances the chance of replying and resolving consumer issues in real time. Simultaneously, knowing the standing of competitor listings at all levels gives a brand a better perspective of areas of improvement, and mScanIt offers such issues as part of its dashboard. Final Words Q-Commerce brands are transforming consumer behavior, and the changing needs require a solution to manage all aspects that remain relevant across e-commerce platforms. However, price optimization, safeguarding brand reputation, and managing stock availability would take the lead for Q-Com sellers. Brands need a solution that can manage the factors impacting product listings, sales/revenue, content, advertisements, etc., and mScanIt offers deep-diving into all these aspects. For more information about the advantages of eCom Competitive Analytics for your brand, connect with us through email or leave us a comment.

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MAP-Violations

Why Do MAP Violations Threaten eCom Brands?

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Product listings on eCommerce marketplaces don’t often have prices varying from the original cost. According to a Statista report, 32% of eCom brands from North America and Europe said they wouldn’t introduce dynamic pricing on eCom stores. MAP or Minimum Advertised Price is the lowest cost at which sellers and re-sellers can sell products on eCom marketplaces like Amazon, Big Basket, Flipkart, etc. Manufacturers, distributors, and retailers create a MAP agreement policy before selling products online. Setting up such a policy upholds the brand’s reputation and ensures retailer margins. Unfortunately, brands constantly face MAP violations through eCom sellers and re-sellers, disrupting this ecosystem and introducing unwanted sellers into the sales funnel. The problem with the brand’s product available at lower than the MAP also drastically spoils the brand’s reputation in the eyes of the consumers. Moreover, such customers often receive counterfeit or duplicate products, further damaging the brand’s credibility and disrupting the existing customer base. Sellers/re-sellers violating the MAP policy often receive negative product reviews and ratings on eCom marketplaces. The problematic areas are mostly addressed towards brands and offer competitors an opportunity to scale their business by offering good quality products. The Bond and Difference Between MSRP and MAP While MAP is the Minimum Advertised Price for selling products that target the retailers, MSRP stands for the Manufacturer’s Suggested Retail Price and caters to the maximum chargeable limit of a product towards a customer. Retailers can diminish the MSRP for clearing stocks or during festive seasons to increase sales and revenue; however, the same is not true for MAP. Moreover, retailers can face legal actions for violating the MAP agreement policy for breach of contract. Maintaining a product price between the MSRP and MAP enables retailers and brands to continuously incur profit margins while maintaining the brand’s messaging set through the price. After reviewing the product price, it informs the buyer that the brand is not willing to go below a point for selling its products and targets individuals who have a keen interest in its offerings. This ideology is even applied when consumers use discounts, promotions, offers, etc. Key Highlights Between MSRP and MAP MSRP can diminish up to the limit of MAP MAP majorly targets retailers, whereas MSRP aims at customers. Setting price between MAP and MSRP gives clear pricing messaging to the buyers. Discounts, offers, promotions, etc., undertake the MSRP and MAP ideologies. The Fastest Method for Monitoring MAP Violations in Real-Time Reducing such instances from sellers and re-sellers is necessary for eCom brands, given the repercussions of MAP violations. Having first-hand knowledge of the online issues arising from this concern requires continuously monitoring eCom websites and apps. eCom Competitive Analytics, commonly known as mScanIt, uses the latest technology to cite screenshots of MAP violations on eCom marketplaces like Amazon, Big Basket, Flipkart, etc. The solution sends real-time notifications to brands for instances of MAP violations and allows revoking pricing disruption while maintaining brand credibility. Moreover, mScanIt, powered by mFilterIt, also highlights counterfeit product listings found in online shopping stores. How to Reduce Unending MAP Violations? Revoking MAP violations through continuous monitoring is a necessity of the hour; however, brands can also use the following tips for reducing them on eCom marketplaces: Cultivate an Environment of Trust Rewarding retailers diligently following MAP agreement policy is crucial to flagging off MAP violators. The problems of nearing the stock expiration date, low demand, D2C competitors, etc., is common for all e-commerce sellers; however, some manage to follow through with the agreement and achieve their profit margins. Brands can reward such retailers with higher margins, relaxing rules during occasions like Ramadan, Navaratri, Easter, etc., sales, or making them stars in internal communities. Motivating rewards through such rewards can significantly encourage other eCom sellers and re-sellers to take a similar approach. Build Better Communication Channels The recent changes in laws, rules, or guidelines may not reach a common retailer or garner interest unless the brand notifies them about them. The MAP agreement policy might remain intact; however, new opportunities for optimally increasing revenues for brands and retailers may continuously arise. Therefore, brands should take initiatives to communicate useful information that may offer dual advantages continuously. Such an activity would harness better communication channels and resolve common problems faced by retailers due to the ongoing MAP agreement policy. As a result, brands could witness lower MAP violations and higher sales on eCom marketplaces. Harness Goodwill Through Retailers Another method of diminishing MAP violations across eCom marketplaces is by harnessing the goodwill of the retailers. It means that brands should make efforts diligently to reward retailers for achieving high-profit margins while following the MAP agreement policy. By highlighting retailers within internal channels and patting their backs, brands get a chance to achieve the retailer’s goodwill. Moreover, it enhances the chance of good word-of-mouth communication among the peers of the retailers. As a result, brands can expand their goodwill community of retailers in the long run. Enforce Specialists for Revoking MAP Violations Building retailer goodwill, creating better communication channels, and cultivating an environment of trust can prove useful but may not grab the attention of all retailers. Therefore, monitoring MAP violations and enforcing a team of specialists for revoking ongoing & upcoming instances becomes necessary. eCom Competitive Analytics, a.k.a., mScanIt, proves a useful solution backed by a team of data scientists for achieving this goal. It incorporates the parameters designated by the brands and uses them to track deviations across eCom marketplaces. Besides the set KPI deviation alerts, brands also get a fighting chance to deal with retailers through the real-time insights curated through technology. Another advantage of using an automated system for tracking MAP violations is that the brand learns about the competitor prices of similar products across platforms. Navigating into deep-diving helps in enhancing pricing intelligence. Final Words Stopping MAP violations across eCom stores safeguards brand reputation and maintains retailers’ profit margins. However, tacking this problem manually is not humanly possible due to the growing number of counterfeit or duplicate product sellers. As a

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Online-Banner-Ads

Brand Building Through Online Banner Ads

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Display banners are one of the best ways of communicating and catching consumers’ attention, especially on e-commerce platforms like Amazon, Big Basket, and Flipkart. A banner ad is an image accompanied by text and could either be animated or static. Customers who find the banner ad’s content and display interesting often click it to visit the landing page, i.e., usually a product or company page on an eCom website. It reduces search efforts and helps the consumer to reach the desired product directly while communicating the best offers for the product. Brands have realized that banner ads remain memorable for a long time and have a higher recall value. According to Statista, the overall digital display ad spending in 2021 reached $1,633 billion, and ecommerce accounted for 14% of the ad budget. Moreover, as per another report, the share of display banners was 10% of the ecommerce digital ad expenditure in 2020. Banner ads help in creating brand visibility which eventually lifts the business performance. According to a source, customers retargeted through banner ads often convert 70% of the time, and they are 33% more effective than billboards. Banner ads also help a new brand to build its identity. Besides, customers build trust in a brand and learn about innovations through banner ads. However, the advantages of banner ads extend beyond these reasons for marketers and advertisers. 3 Main Reasons Brands Use Banner Ads on eCom Platforms Large Visibility of the Brand Advertisers can use 728×90 pixels for desktop & tablet users and 414 x 125 pixels for mobile users on Amazon. Given the maximum size of the image, it is inevitable that the brand’s visibility will also match the dimensions to meet the consumer’s eye. As a result, ecommerce spaces offer an opportunity to display large brand logos and increase the brand’s visibility. Moreover, consumers are often targeted through such banner ads on eCommerce marketplaces, which increases the retention of the brand in the minds of the consumers, association of a brand with a product/feature, and directly impacts the conversion rate. Great banner ads can uplift conversions by 2%, according to a source. Given that the quarterly conversion rate in 2020 was 2.17%, such a boost would undoubtedly make a difference in revenue/sales. Cost-Effectiveness According to a source, the minimum average cost per click on Amazon is $0.03 but can vary based upon the industry, competition, and your brand’s ad budget. Similarly, another source reveals that the minimum cost per 1000 impressions (CPM) can be 50 cents. Therefore, a display ad on an ecommerce website can be visible to the targeted audience for thousand times for as low as 50 cents. Moreover, the CPC and CPM for banner ads on ecommerce are relatively lower than TV ads, billboards, press releases, and physical newspaper ads. So, it doesn’t put a hole in the brands advertising pocket. Improved Market Response Rates According to a source, targeted displays enhance conversion rate by 30%. Moreover, display ads increase brand recommendation by 10%. eCommerce websites often have product launches, including registrations, early-bird offers, one-day early access, etc., as events. A source states that display ads like banners can enhance event registration by 25%, which could essentially include such events on ecommerce websites. However, banner analysis requires a solution that helps create & evaluate different banner strategies, and learn about the competitor practices, wherein eCom Competitive Analytics comes into play. How mScanIt Banner Analysis Helps Brands? eCommerce Competitive Analytics, a.k.a., mScanIt, encompasses banner analysis, enabling brands to evaluate the best positioning for the ads to boost reach to the target audience. Doing so helps brands to decide on their advertising budget. Moreover, mScanIt, powered by mFilterIt, can categorize the communication mentioned on the banners into different themes like discount, sale, festive offer, and cashback, which can trigger the brands to use the best keywords in their campaigns. Conclusion Developing an effective banner ad is crucial for ecommerce brands; however, so is measuring the results of the display ads. Simultaneously, eCom brands must know the practices of their competitors to acquire an edge, build new strategies, optimize budget, etc. eCom Competitive Analytics helps brands across continents to achieve complete banner analysis on prominent online marketplaces like Amazon, Big Basket, Flipkart, etc. By doing so, brands achieve a full-scale measure of the effectiveness of their banner ads. The insights triggered through the solution also display measures/actions that can enhance the performance of the banner ads on ecommerce stores.

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Competitive-Analytics

How Can eCom Brands Drive Sales Through Competitive Analytics?

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Knowing a consumer’s journey on ecommerce platforms like Amazon, Big Basket, Flipkart, etc., is essential for brands, as it deciphers buyer personas of various product listings under enlisted categories. Simultaneously, it also helps brands connect with their consumers or potential target audiences’ needs and problems while enabling brands to avoid instances that can harm the brand’s reputation. According to Statista, the factors influencing customers’ shopping behavior in the U.S. include competitive pricing, free shipping, product options, reviews, etc. Brands only know their product listings on ecom platforms, but marketplaces hardly give intel about the consumer requirements. Also, brands can only view their progress on the ecom marketplace and require a team of experts to carefully monitor the competition to find areas of improvement, growth opportunities, etc. In addition to this, brands have a chance to discover new trends, competitor practices, and more. Therefore, having such information can undoubtedly impact the sales volume of ecom brands. So, such data is the need of the hour, and eCom Competitive Analytics can offer actionable insights with an in-depth report of each factor influencing sales/revenue/conversion. Let’s find out how this happens? But before we go ahead with this, let’s discuss what is eCom Competitive Analytics? Definition of eCom Competitive Analytics eCom Competitive Analytics evaluates a brand/products ranking versus the competition across the online marketplace using filters. It is also known as mScanIt and is one of the most widely used solutions for measuring share-of-shelf, stock availability, reviews & ratings, keyword-wise performance, etc. For example, knowing that consumers favor Brand A over Brand B, and using phrases like love, enjoyed it, quality, etc., as part of sentiment analysis would likely make the former intake certain practices of the latter. Simultaneously, the negative reviews would highlight features like sellers, broken products, etc., and give a chance to Brand A to resolve the issue. Methods to Boost Sales Using eCom Competitive Analytics Managing Stock Availability: Stockouts are a nightmare for brands. It diverts the potential buyer’s attention toward competition and increases disinterest in the brand, especially during lightning deals or flash sales. Knowing the stock availability across pin codes, cities, or locations and viewing stock availability on a single dashboard can resolve this problem drastically. Moreover, brands can review the data to learn about out-of-stock issues arising with specific retailers and take measures like increasing production or substitution to resolve the problem. Product Page Optimization: Creating SEO-friendly content while managing the character or word limit of the title, product description, page content, etc., is a challenging task. Simultaneously, it requires continuously evaluating the score of such aspects and comparing them with the competition to find areas for improvement, the scope of scale, and reasons for a high score. Optimizing the content on ecom marketplaces helps brands boost their discoverability, visibility, search ranking, etc., resulting in conversions. Pricing Intelligence: Competitive pricing drive 70% of the ecom consumers’ product purchasing decision. Reviewing competitor prices of similar products provides insights on pricing strategies, competing with the top brand, monitoring the scope of increasing price, etc. Moreover, mScanIt’s pricing intelligence also defines the average price per SKU, along with platform & variant-based cost, which gives a more explicit knowledge of creating futuristic prices. Pricing analytics help create promotions, offers, discounts, and offers, which significantly help attract a new customer base. Customer Sentiments: Reviews & ratings encourage 25% of online shoppers to buy from a particular retailer. Knowing the customer’s sentiments through R&R and social media handles can help sight seller/product issues, features/qualities appreciated by the buyers/influencers, understand the brand’s overall reputation, determine consumer needs, etc. Knowing the customer sentiments could help to boost sales by 18-20%. Similarly, other essential metrics can manage issues across ecom stores, enhance the consumer journey, and boost the revenue/sale/conversion. mScanIt is a one-stop shop for ecom brands. It intakes the capacity to monitor ecom metrics, evaluate media & search metrics, and deliver actionable insights for achieving these goals. Final Words In today’s world of quick, social, communication and e-commerce, having a resourceful solution that can measure a brand’s product performance and competitors has become the need of the hour. eCom Competitive Analytics or mScanIt helps brands across continents to measure different scales for boosting discoverability, availability, performance, etc., which impact the sales-driven ecom marketplaces. For more information about the advantages of mScanIt for your organization, connect with us by leaving a comment or contacting us.

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Product-Title

Is Your Product Title Compelling Enough?

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A product title is the second-most visible aspect after viewing the item’s image on any search engine. 57% of online shoppers use search engines like Google, etc., to find more about a product. Another report states that relevant keywords in the title tag help in good SERP 4.39 out of 5.0 times. Creating a compelling title is a priority for eCom brands as it can directly impact their traffic reach, discoverability, and sales. An SEO-friendly title must have the relevant product information created using targeted keywords and confine within the perfect page character limitations while connecting with the target audience’s needs. Simultaneously, brands need to avoid words like sale, offer, promotion, best seller, etc., while creating the product titles. Achieving these aspects also helps brands enhance user experience, generate interest among new buyers, and manage buyer expectations. So, while most people would say, ‘what’s in a name/title?’ we would like to answer this question for you while offering a checklist. So, let’s get onto it. Why Do eCom Marketers Make a Fuss About Product Titles? The average customer visit duration on Amazon is 13 minutes and 11 seconds, stating the average time brands have to convince viewers to become potential buyers. Comparing the visit duration with the 2020 conversion rate by the end of the third quarter, i.e., 2.17%, would mean brands have an average of 2.17% conversion in 13.11 minutes, which likely involves searches and navigation. Given these facts, optimizing product titles and offering a suitable image for ease in product recognition becomes vital besides pricing intelligence and delivery duration. Moreover, suppose you carefully view Amazon’s mobile and webstore. In that case, you will find that the app has a limitation of 79 characters, whereas the website displays no more than 200 characters in the title. However, the limitations can vary based upon the eCom store, categories, and seller/vendor. Marketers want their product features/capabilities to get covered as USPs in the title; however, they often fail in the title score if analyzed carefully. Here is a classic example of characters exceeding the title limit on a laptop: Most SEO experts would ideally identify that the length could decrease and optimize the title by removing either one of the targeted keywords (Smart Watch Smartwatch or Smart Watches for Men). It would also offer an advantage of showing more about the product features. What Makes a Great Product Title? Making a compelling title jots down to length, word placements, and keywords. However, a few facts need to be kept in mind while focusing on these three aspects. Let’s get onto them. Keywords: One of the most influential factors that prompt consumers towards further product exploration on search engines of websites like Google and eCom stores like Amazon, Big Basket, and Flipkart is ‘Keywords.’ Given the average duration, incorporating the right keywords, in the beginning, is always a priority; however, so is avoiding keyword stuffing. Brands don’t want their customers to think that the product looks unworthy of their basket and requires spending more time on the title. The weight of keywords is equal on an entire product page but begins with the title. Word Placement: After deciding on the relevant content of the product, the next step is deciding on word placements or structure. eCom marketplaces have guidelines for helping sellers with product titles, descriptions, and A+ content, yet most sellers score low results in all three aspects. For example, your title could include “Brand name, sub-brand, product, feature, etc. Let’s take the example from the above image,” Noise ColorFit Pulse Spo2 Smart Watch with 10 days battery life….” The keyword is placed after the fourth word when it could easily get placed before “Spo2” and grab higher views even on the mobile app. Length: Although we have already covered this aspect, let’s get more specific. According to a source, the average character length for product titles across most eCom stores is 50-200. The length is decided based on many factors, but one of them is that the customers have a low retention span while searching for online products (which we have already covered). Therefore, short titles often generate the interest of the buyers. Here is a classic example of the keyword ‘laptop backpack’: In this example, the brand fails in the word placement but would score high in length and keyword, as it has a good product description in the title, which is also clearly visible on the mobile app. The Best Method to Ensure Great Product Titles Knowing the title, content, review, and overall score helps brands to make changes in their ongoing content and marketing practices across eCom stores. The best method to continuously review these four scores is eCom Competitive Analytics or mScanIt. The technology-driven solution offers insights for improving the perfect page summary scores across eCom platforms while offering a comparative score review of the competitors. Final Words Brands can only decide whether their product title on eCom stores is more compelling than the competitors by continuously reviewing them through eCom Competitive Analytics. The solution also offers scores for other aspects necessary for creating a perfect page. mScanIt, powered by mFilterIt, is currently being used by major eCom industry leaders across borders and allows brands to learn more about their product listings through in-depth insights. For more information on the advantages of mScanIt for your business, connect with us by dropping a comment or scheduling a demo.

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Online Sales

Most Successful Strategies to Drive Online Sales on eCom Platforms

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Why would a consumer buy your product over the competitors, especially with an ‘n’-number of options on ecom marketplaces? It all boils down to the “trust” a customer has in your brand and its products, created using multiple marketing and advertising strategies over the years. Trust on ecommerce platforms like Amazon, Big Basket, Flipkart, etc., is built by creating a good first impression, offering reassurances, showing off products, etc. However, while your brand is implementing online strategies to achieve this goal, it is also crucial to enhance customer journeys, manage stock availability, understand pricing intelligence, etc. Creating successful ecommerce sales strategies also requires an in-depth understanding of your brand’s product versus the competition to learn about customer issues, most/least appreciated qualities, hero products across different ecom platforms, etc. Therefore, building successful sales strategies is possible through eCom Competitive Analytics, a.k.a., mScanIt. We bring the best methods to increase sales through mScanIt, powered by mFilterIt. 3 Important Strategies That Can Boost Sales Find Out Customer Requirements Viewers on ecommerce platforms often leave their queries under the Q&A or review & rating sections. Answering the commonly asked questions by potential buyers can enhance sales of the product listings. Similarly, knowing the common queries for the product listings across ecommerce platforms can enable brands to improve their customer communication inside and outside the ecommerce store. mScanIt’s question themes encompass the times customers have used a particular phrase as part of the Q&A for a product listing. For example, suppose the theme reveals packaging mentioned sixty-four times under the questions. In that case, the brand will know that they should address it by mentioning details on the product page or running online marketing campaigns. Answering customer queries improves the product information, and 10% of the online shoppers prefer ecommerce purchases versus physical retail stores for this very reason. Besides this, brands can utilize the word cloud representation of the themes in the Q&A section to learn about their consumers. Enhance Your Product Page Captivating a consumer’s attention, especially after clicking on the product listing, requires describing the product and using the apt keywords in the correct arrangement throughout the product page. Clear and crisp information that meets the potential target audiences’ needs will encourage add-to-cart actions and conversions/sales. New users would often build trust through the content and feedback, whereas returning users are already interested in the product but are likely searching whether it encompasses the latest features/qualities. Simultaneously, all potential consumers search for trust signals such as high-quality images, good content copy, detailed product descriptions, easy on the eye title, etc. Wouldn’t that be your perspective, too, if you will buy from a new seller/brand? Overcoming the challenge in developing and achieving perfect page benchmarking can increase consumer base and revenue and enhance the brand reputation without any paid activity, as content copies require only words. eCom Competitive Analytics scores for title, content, and reviews, besides overall score, while measuring it against the competition. The information helps brands to know the highest possible score under each aspect and explore areas of improvement under these avenues through deep diving. Improve Your Ads Given that 10% (more or less if compared with the current year) of the ecommerce advertising budget goes into banner ads, developing a great banner copy is important. Include high-quality images and details that highlight the USP(s) of the product, keep it short, simple, & catchy, etc., are continuously practised by marketers. But why does the ad copy still have such a low score compared to the competition? Knowing the aspects that increase engagement with the rival’s sponsored ads can enable brands to develop better ad copies, find a new target base, build brand trust, and ultimately increase sales. Analyzing the ad copies will help understand the targeted buyer personas and gather more intelligence. Also, if possible, introduce usability factors in your ad copies to reach the correct audience, even if you have a wide net. Enhancing the sponsored ads improves the buyer journey through navigation, which is the only other method besides search engines on ecommerce platforms. The factors that drive sales don’t get limited to or by these three factors only. Measuring and keeping track of share-of-shelf, keyword analytics, the share of sponsored listings, etc., also encourages or drives conversions. All these are part of eCom Competitive Analytics, which is currently used by industry leaders in electronics, FMCG, or other domains. Final Words Knowing the drivers of ecommerce sales also helps to acquire a competitive edge, acquire a higher share of the market revenue, fight back against vulnerabilities, and more. eCom Competitive Analytics derives accurate information about the brand and its competitor’s product listing. Doing so allows brands to explore new growth areas, take action in real-time, reduce MAP violations, and remain attuned with the KPIs. As a result, brands achieve higher revenues and drastically improve their discoverability, availability, visibility, and other essential aspects. For more information on the advantages of eCommerce Intelligence Solution, connect with us by leaving a comment, or drop us an email in the contact section.

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Share-of-Shelf

Why are eCommerce Brands Competitive About Share-of-Shelf?

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Retail eCom sales have been booming since 2014. According to Statista, In 2023, global retail e-commerce sales reached an estimated 5.8 trillion U.S. dollars. Projections indicate a 39 percent growth in this figure over the coming years, with expectations to surpass eight trillion dollars by 2027 Nowadays, eCom brands retain their existing and new customers through promotions, offers, subscriptions, and deals, which also gives them a competitive edge. Share-of-Shelf (SOS) has become the next big model for boosting these deliverables. SOS measures the visibility of a product based on a specific keyword under a particular category of an eCom marketplace. A high SOS means that the brand has eased consumer discoverability and product visibility on eCom searches. However, harnessing such results on the eCom store is tiresome as brands constantly need to review the keywords of their brand’s products and competitor listings. Besides visibility, a higher share of digital shelf correlates to more money for the brand. How? Brands with higher visibility, especially on the first-page results, have witnessed higher number of consumers undertaking add-to-cart actions and conversions, hence higher sales. Forecasting such consumer behavior significantly impacts the product marketing strategies, sponsored listings, cross-selling across opportunities across eCom stores, etc. Moreover, the knowledge about the eCom platform offering the highest SOS helps identify which marketplace has consumers more receptive to the brand? – another valuable insight for the sales and marketing team. Similarly, the brand also recognizes the keywords that offer the maximum search visibility to their products and the hero product under the categories. Traditionally, brands measured the share-of-shelf in offline stores by calculating and analyzing the facings and linear listings. Brands reviewed the total products facing a category and compared it with competitors and variants. The linear listing accounted for the total products of a brand listed in a linear length and reviewed against the competitors. However, the story of the share of the digital shelf is entirely different, as they are measured across eCom stores using keywords. Measuring the presence of a brand’s products helps identify trends across eCom stores, cities, and pin codes. 3 Reasons eCom SOS Has Become Highly Competitive Reviewing the share of digital shelf help brands to gain insight into the presence of the product on eCom platforms. Brands can also learn about consumers’ journeys through SOS. Moreover, the need to track the share of sponsored and organic listings has become unavoidable. Tracking the brand’s discoverability under a category using keywords helps detect the most commonly used consumer searches. Moreover, a brand can even decipher its product’s visibility based on competitor, organic/inorganic, and brand keywords. Unfortunately, brands sometimes get zero views on sponsored listings, which is worrisome. Simultaneously, competitors might also be making money by enhancing their visibility using your brand’s keywords. But these are secondary advantages of reviewing the share of digital shelf and can get dealt with by contacting the eCom marketplace. However, the primary advantages offered by keeping track of the SOS are as follows: Optimize Searches Brands often enhance searches using the preferred keywords on pages, results, or lists. Moreover, they are further segmented into long and short-tail keywords. Brands understand that basket conversions and shopper awareness are substantially higher for the top five products (of the first page) on an eCommerce platform than others. So, the need to safeguard ‘brand-specific’ keywords from competitive bidding becomes important for enhancing product visibility. Unfortunately, brand bidding is still a prevalent fraud even in the eCommerce industry and gravely hampers the search results. Share of brand search can summarize keyword search result share across each eCom marketplace. Analyzing the share of voice can prove helpful for benchmarking the top brands/products under definitive categories. Data-driven results help brands curate looped feedback about consumer behavior, optimizing revenue spending. mScanIt even determines insights post SOS analysis based on city, pin code, or other classifications. Such segmentations help brands to optimize their marketing campaigns. Measures Essential KPIs Dashboard of mScanIt tailors the eCom results of Share-of-Shelf (SOS) through Key Performance Indicators (KPI). The KPIs help to enhance search results, display tailored results, improve the user experience, etc., using a single platform. The brands can discover the ongoing product, category, page, trends, besides performance and competitive data. The SOS covers KPIs like SKU range share, overall SOS, top product by search, average page positioning, etc. According to Amazon, the top three search results account for 68% of clicks, and 75% of eCommerce shoppers make decisions based on the first page results. Utilizing SOS KPIs can help brands devise strategies to increase add-to-cart conversions and brand awareness.  Influences Consumer and Brand Behavior Another significant advantage of reviewing SOS using an eCommerce competitive analytics solution is determining the consumer behavior or journey. Understanding the habits of the online shoppers on eCommerce platforms like Amazon and Flipkart can help devise multiple strategies. For example, for any given keyword, e.g., brands like Aashirwad, Fortune, Pillsbury, and other brands’ products constantly appear on the first page. Moreover, consumers searching for FMCG or CPG products are almost instantly looking to fill their shelves. Therefore, products of brands with the highest visibility under the search term “atta” will likely incur higher conversion due to urgency. So, SOS retains the capacity to influence consumer behavior. Industry researchers have also suggested that first-page product results in higher add-to-cart actions and conversions under a specific keyword and category. Simultaneously, such brands would significantly diminish their cart abandon rates. Conclusion Measuring the share of the digital shelf has become essential for brands because of the multiple advantages and competitor insights, other than product visibility under different keywords and categories. But, it is only a single discoverability aspect. But, brands require a more in-depth analysis of availability, performance, visibility, search, exec compliance, and brand safety before making the final marketing strategy calls. An eCom Competitive Analytics solution like mScanIt can prove beneficial for achieving these goals while monitoring KPI achievements against the market leaders. In addition, a solution like mScanIt offers an easy mechanism for understanding consumer behavior journeys. SOS is not taken lightly by any

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Why is eCom Competitive Intelligence a Need for D2C Brands?

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With the growing trends of mobile advertising, fraudsters are finding new ways to sneak into the digital ad ecosystem and loot the advertiser’s money. One of the known frauds in the mobile advertising segment is Click Injection. According to Statista, followed by SDK spoofing, the click injection cases have increased up to 27% worldwide in 2018. And with the increasing cases, fraudsters are making money while the advertisers are losing their ad spending on ineffective campaigns. Apart from the revenue loss, the click injection fraud also leaves a big impact on the brand in terms of credibility. But before we move forward, the foremost thing is to understand the meaning of click injection. What is Click Injection? This is a sophisticated form of click-spamming that is majorly related to Android devices. According to Statista, in 2021 the install fraud rate was found up to 12% in Android devices whereas in Apple IOS it was 7%. Click injection is like a hidden spy camera installed by fraudsters. When a user downloads an app that is affected by the “install broadcasts”, fraudsters can detect when any other app is downloaded. Further, it triggers a click before the installation process completes. As a result, the fraudster receives the credit for the completed app installs. Along with this, the act also results in poaching of organic installs that were driven by genuine advertising. This fraud impacts both the revenue and efficiency of the campaign run by the advertiser. Here are a few instances of how click injection impacts a brand. Impact of Click Injection on Brands Draining Advertising Budget Though the ad engagement is fake, the advertiser remains under the impression that the received “ad click” is genuine and eventually leads to the payout at CPI to the affiliate network or the publisher. This leads to a loss in the advertising budget which can be instead used to reach genuine users. Stealing Real Conversions Beyond the loss of the advertising budget, the click injection also costs the advertiser the conversions expected from the campaign. When a user clicks on an injected ad, the fake action on the ad will be attributed. This further leads to poaching of organic conversion and unknowingly the advertisers continue to invest in an ineffective campaign. Manipulated Analytics If we look at the bigger picture, apart from the revenue loss, the brand has compromised data due to click injection fraud. For instance, when an advertiser sees that their paid campaign is attracting traffic, they will most likely spend more to optimize the ROI. However, due to the manipulated results, the damage becomes two-fold. First, the advertiser is investing more in ads, and secondly, they are ignoring the possible channels which will bring real traffic. How To Protect Your Brand from Click Injection Fraud Data Analysis The Average Click Install Time (CTIT) is an important factor to understand and detect click injection fraud in ad campaigns. If the installs are fraud-proof, then the data will be most likely be in the range of an average CTIT. On the other hand, if the installs are fraudulent then there will be a visible peak in the number of installations during the time range of CTIT. However, there is a loophole in this process. Some of the apps are also capable to manipulate the data pattern by setting a time range after which the app opens. Choose A Reliable Marketing Partner When choosing a marketing partner ensure to do a deep analysis of their previous work and expertise. If anyone claims to provide an ‘n’ number of app installs at a surprisingly low price, then it is highly likely to be fraudulent installs. Even though the rates may differ for different industries, the delivery of genuine installs by ethical methods comes at a high price. Fraud Detection Solution Instead of beating around the bush, it is better to focus and eliminate the bug first. In this case, despite taking all the precautions it is hard to say that your campaign will be protected from click injection ad fraud. Thus, it is better to switch to a holistic ad-fraud elimination solution like mFilterIt. Our ad-fraud elimination suite helps advertisers run digital campaigns and avoid becoming a victim of app fraud. With the advanced solutions provided throughout the customer journey, the advertisers can rest be assured to get engagement from real humans and eliminate bots from their ad campaigns. With the help of high-tech and future-driven AI and ML techniques, we ensure to provide the best solutions for the fraud-free growth of your business. Conclusion Even though the click injection fraud generates manipulated install numbers, the CPI and other associated events are real. This makes it very hard for the advertiser to differentiate between a real and fraudulent lead. The earlier the advertiser decides to take the right action to prevent and eliminate ad fraud from their campaigns, the sooner they will be able to divert their revenue spend on effective campaigns. And to take quick action, the mFilterIt ad traffic validation solution will be your helping hand to eliminate click injection fraud from your mobile advertising campaigns.

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Brands-Analyze

Why Do Brands Analyze Reviews and Ratings?

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Nearly everything is available for buying online through eCom platforms like Amazon, Big Basket, Flipkart, etc. However, reviews and ratings highly influence consumers’ buying decisions or even add-to-cart actions. Our research states that eCom buying heavily relied on R&Rs in 2021. A positive R&R score can become a factor that drives impulse buying decisions most of the time and offers scope for increasing the product price. Many consumers don’t mind paying more for a good product. Meanwhile, a negative score leads to a diminished customer base, switching to competitive sellers/eCom platforms, and finding alternative solutions. Therefore, R&R can help a brand build a vast consumer base and enhance targeting/reach. The impact of R&Rs is not limited to consumers’ buying or a brand’s pricing decisions. It extends implications in SEO rankings, product return forecasts, detecting underperforming products, and more. For example, reviews often include brand names and product-related keywords, affecting search engine rankings and easing product discoverability. On the other hand, ratings have also become a part of a digital advertisement to showcase consumer trustworthiness in a brand. Therefore, R&Rs are a big part of user-generated content. Analyzing R&Rs can prove helpful in identifying the bestsellers, most favored brands, the average rating of the brand across platforms, etc. Brands also analyze ratings to understand the likelihood of consumer repurchases. Monitoring the R&R score can greatly influence the marketing and advertising decisions. For example, if you check that Biscuits’ is receiving negative reviews such as broken, crushed, etc., it should go back to the packaging team. 3 Reasons Brands Monitor Reviews and Ratings Understand the Consumer Needs Reviews and ratings give a first-hand impression of a brand’s product listings on eCom stores. The positive, negative, and neutral reviews often specify the best and worst features, besides competitor advantages. Moreover, reviews on eCom stores often consist of supported pictures and videos, which helps brands to understand the problem stated by the consumer even more. Understanding the consumer’s needs helps make product improvements, launch new listings, and enhance the user experience across eCom stores. Simultaneously, reviews give brands a chance to build strong long-term relationships with customers and uplift the brand’s market reputation. Simultaneously, reviews help find warning signs on eCom platforms such as fake/duplicate products, bad quality, products not matching the description, etc. The personal experience shared by people through reviews cultivates trust among other buyers and in the brand. Find the Buying Decision-Making Factors User-generated content, including reviews, influences the buying decision of 25% of online shoppers. Therefore, monitoring online reviews and ratings on eCom platforms helps brands find the key factors influencing buyers’ decisions. According to a source, online reviews uplift sales by 18%. For example, if most people state that the “quality of the speaker is awesome, but the price is slightly high,” eCom buyers that value quality over price would not mind paying a bit extra. Simultaneously, the brand received a pricing intelligence that the product has a higher cost than similar listings. As such, reviews are the online form of open-line communication between brands and consumers. So, brands can find their areas of improvement and enhance the products’ most likable features/qualities. Measure Trustworthiness on the Product Listings Given that most online shoppers go through at least three reviews before making the final purchasing decision, it is inevitable to state that trust in a product or brand is built through R&Rs. Moreover, consumers share the best qualities or worst experiences through ratings and reviews, which offer a clear picture of the product that a potential consumer would bring home. As a result, ratings and reviews give a true picture of the brand and its products, even with influencers continuously trying to alter the scores. According to a source, consumers are less likely to buy products without ratings and reviews, as they would most likely become the first to share the experience. Also, many consumers try to avoid the risk of buying from a new seller with no R&Rs, as it does not establish trust. Lastly, too many positive reviews tend to make the consumers suspicious of the product. As per a source, 55% of consumers often become skeptical that reviews of a product are fake if they encompass similar wording. Therefore, brands need to continuously take measures to grab verified user-generated reviews and ratings to acquire the trust of potential new buyers. Analyzing reviews and ratings help brands to measure the consumer trustworthiness of different product listings versus the competition. Takeaway Monitoring reviews and ratings give insight into the favored platform and product performance and suggest growth opportunities. Moreover, brands constantly analyze the reviews for deciphering the hero product under different categories and allocate marketing budgets. Additionally, checking review and rating scores helps a brand decide on product inclusions in ads, PR, and influencer campaigns. Therefore, R&R has become a crucial part of mFilterIt’s eCommerce Intelligence Tool.  The solution offers deep insights based on many filters such as product, platform, sub-category, etc., and enables brands to make sound decisions. Using the dashboard, brands can also review competitors’ product performance based on reviews and ratings.

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