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customer-sentiments

Customer Sentiments: A Boon for Sellers and Resellers

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Aware of your customers’ feelings? Try These Ways to Streamline Your Sentiment Analysis For Sellers The delivery was on time, or the product was as expected” such types of feedback reveal a lot about the brand and its authorized sellers. Such reviews state that you can trust me or what you see and read is what you can expect.” Such feedback also reveal that the customer can trust the seller, which is a serious relief, as third-party and many unauthorized sellers constantly sell counterfeits or duplicates on the eCommerce marketplace. Consumers feel relieved about product authenticity and start relying on the same brand products (sold by its authorized sellers) in future after going through the reviews. Customers across the globe share their experiences in form of reviews and ratings. These reviews can alter the intensity in favor or against a product, seller, or brand, and they can change their perspective as well as the final buying decision of the online shoppers. Capturing their opinions and the scale of their emotions in a given time frame, commonly known as sentiment analysis, enables them to find the root causes of problems. The holistic approach for figuring out the most and least mentioned aspects of the product listings on eCommerce platforms also gives insights into the probable intent to purchase, points of engagement, new market insights, etc. Such knowledge helps to boost brand building as the target audience gets further filtered, marketing/advertising practices become more customer-centric, and customer service becomes aware of the common pain points or queries. Besides this, brands can use sentiment analysis to boost customer engagement with their enlisted sellers across eCommerce platforms like Amazon, Bigbasket, Flipkart, etc., in multiple ways. 4 Ways Brands Can Use Sentiment Analysis for their Sellers Inform About Competitor Fallbacks Sentiment Analysis discovers the commonly spoken words for a brand and its competitors. Knowing customers’ pain points for competitive brands can prove useful in scaling up business by including them as advantages in the page description, marketing content in product pages, bullet points, etc., and tapping into higher market share. For example, if a brand can learn that its competition is facing delivery issues for a specific product on a particular eCommerce platform, your brand could use this information to gain competitive edge by informing its sellers and offering one-day, same-day, or next-day delivery options to its customers. Share the Practices of Other Sellers Brands want to ensure that the business runs smoothly by resolving customer, product, and seller-centric issues. By using the proprietary technology of mScanIt, it can discover the most appreciated aspects of its authorized and 3P (third-party) sellers and share the information with underperforming sellers, such as: Focus areas Content Examples Screenshots Sentiments It could also enable the underperforming sellers to resolve some of its ongoing problems and increase the intent to purchase products across multiple eCommerce platforms. For example, if a competitor seller is appreciated for the packaging, however, the brand seller has no mention about the same. It could inform its seller so that they can offer better packaging, which the customer appreciates and becomes a relevant theme of the eCommerce platforms. Pro Tip: “Analyzing sentiments using reviews and ratings of consumers helps in identifying their unsolved queries and evaluate their perception of the brand, seller, or product.” Provides Platform-Level Insights Brands increase the revenue of their product variants by placing them across multiple eCommerce platforms such as Lazada, Shopee, Tokopedia, Amazon, etc. Therefore, using Sentiment Analysis, they can gain insights into the customer perception of product listings across eCommerce platforms, and build their strategies, accordingly. Sharing platform-level insights with its authorized sellers would enable the brand to help them in many ways. For example, suppose competitive sellers of baby care products on Lazada have more mentions related to the product’s price, such as cheap, economical, promo, courier, etc. In that case, it can inform the seller about the same. The associated sellers can enhance their product descriptions, bullet points, titles, etc., and capitalize on the pricing aspect while avoiding MSRP or MAP violations. Recognize the Brands Perception Customers often leave feedback about brand/seller/product under reviews of eCommerce platforms. Knowing the customer’s sentiment intensity for the product listing can help to understand their needs, trends, demands, etc., and address them at the multiple levels, including at seller-level, to boost sales, revenue, as well as seller recognition. For example, one of our brands discovered 49% of positive sentiment intensity on the Shopee platform based on more than one lakh feedback. After carefully reviewing the analysis of the brand-level themes, delivery, quality, and packaging were the most talked about issues on the eCommerce platform. The overall sentiment score of the brand was between 0.18 and 0.5, with an average of 0.37. (The sentiment score is calculated in the range of –1 to 1.) The brand communicated its official sellers on other platforms to use this information while enlisting products. Also, the word cloud revealed “texture, effectiveness, and arrived” among the top three negative aspects and “packaging, delivery, and fast” as the top positive aspects. It could inform its upcoming sellers about the same and build a better brand perception on Shopee. Conclusion Brands across the globe have already realized the potential of eCommerce Competitive Analysis, mScanIt, powered by mFilterIt. The Sentiment Analysis dashboard of mScanIt can prove to be beneficial for gaining insights into the minds of consumers and discovering their emotions towards products, brands, and sellers. By realizing the pain points or positive aspects of the brand’s authorized/official sellers, competitive seller practices, or the themes triggering brand perception, brands can find triggers that can enhance customer journeys and seller perceptions. Schedule a demo with us to learn more about the advantages of using the mScanIt Sentiment Analysis dashboard for your sellers.

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customers

Listen to Your Customers: They Know the Best.

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How analyzing reviews helped an FMCG brand to optimize their packaging? In India, we have a saying, “ग्राहक हमारे भगवान हैं” which means “customer is our god.” Ratings and reviews are invaluable sources of getting to know your customers. The shoppers share their personal buying experiences through them. They share the qualities and experience they love with the product, things they are disappointed with, inform about unfocused or undermined USPs of the product, at times talk about better experience with competitor products and lot more. The information customers provide through reviews is invaluable for brands as it helps to understand buyer personas, find new trends, and resolve brand / authorized seller or product issues, influencing the buying decision of the on-lookers. Brands constantly need to weigh the value of their customer’s positive, negative, or neutral reviews to figure out the change in market perception, competitive edge, outcomes, and more. A couple of interesting facts that showcase the impact of reviews for eCom brands: 19-25% of customers believe in the authenticity of customer reviews, and a large proportion makes final purchase decisions based on them. 92% of customers stay away from brands with negative reviews. We also analyzed the impact of reviews on a few brands and discovered that packaging was a significant issue constantly faced by one of our FMCG clients. Our analysis revealed the following challenges: The Struggles of the Brand Even after over 50 years of serving their customers, the FMCG brand was having trouble assessing the challenges that people were facing in context to their products. They wanted to deep dive into the feedback by the customers to understand the market sentiment for their products. The lack of transparency in feedback, which in offline case used to be from the distributors, made it difficult for the brand to identify the source of issues, whether the production issues or the delivery issues. E-commerce platforms have become mediums, wherein brands can directly understand the customers’ feedback of the product, brand, or seller by analyzing the reviews and ratings section. Unfortunately, the rapidly growing rate of reviews on multiple product variants made it challenging for their marketers to develop a subjective view, and sight the biggest problem or categorically segregate the riveting pain points of the reviewers. This was the time when collaboration between the brand and mScanIt started. How Listening to Customer Helped them Grow? Our eCom Analytics solution, mScanIt was deployed and collected data from all of the areas that affect a brand’s performance. This information helps in understanding customer personas and scaling up the consumer base. Using these insights, brand could make more intelligent decisions based on the data, and eventually, propel the growth in terms of revenue. Let us explain the step by step approach: Our program gathered and analyzed consumer evaluations and ratings of a product, sorting them into categories such as delivery, taste/flavor, quantity, packaging, and availability. It further classified the comments and assigned a sentiment value (Positive/Negative/Neutral) to them based on the consumers’ purpose of leaving a review. We reflected this data on the dashboard & showed the complete listings and all the comments made by consumers. We also analyzed the word clouds of negative reviews fetched from the website. This way brand can notice the negative keywords being used for its negative reviews. Interactive Insights from this data are shown through charts, which helps the brand to understand the areas of improvement. Success Enjoyed by the Brand The brand witnessed huge success in terms of brand equity and customer satisfaction. The insights provided by our solution helped them create a strategy to manage product reputation. The issue with packaging was highlighted and corrective measures were taken resulting in drastic reduction of negative reviews. The competitive analysis helped the brand to gain a competitive edge. Our technology assisted the business in to get insights about the page content, convincing shoppers to buy their products. The accuracy of data is 92-95 percent. Furthermore, the firm was able to keep an exact account of its product feedback because of the real-time updates and daily reports it received. The dashboard of our solution displayed sentiment values, sentiment scores, and themes based on consumer reviews enabling them to create relevant strategy. Conclusion Ratings and reviews are fantastic ways to get feedback. Keeping an eye on ratings & reviews daily enables the brand to keep a competitive advantage. Besides this, mScanIt’s dashboard reveals key takeaways under the insights segment, allowing brands to take corrective measures at the right stage. E-commerce marketplaces have a high competition among brands. A single source of truth and trust that delivers insights into competitive intelligence metrics like share of shelf, stock availability, banner visibility, etc., can become crucial in making business decisions. Our eCom solution, mScanIt, is a one-stop solution for monitoring such metrics of your products vis-a-vis the top competitors and gain competitive edge. Get in touch with us to schedule a demo and avail the advantages of eCom Competitive Analytics for your brand.

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sponsored-listings

Why Should Brands Measure the SOS of Their Sponsored Listings?

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Share-of-Shelf of your sponsored listings on eCommerce platforms like Amazon, Bigbasket, Flipkart, etc., measures the percentage of your brand’s discoverability vis-a-vis the competition on paid keywords. Paid search is a massive opportunity for brands, as it allows them to rank ‘at the top’ for the specific keyword searches on eCommerce platforms. However, brands could get outbid on keywords by their competition, which impacts their rankings. Therefore, monitoring and measuring the SOS of the sponsored keywords has become vital for brands. Another aspect of measuring the SOS of the sponsored listing is knowing the brands with the highest discoverability. Through this, a brand can detect the focused or targeted keywords of its competitors. Moreover, the brand can also detect whether or it is discoverable on the most popular keywords? If it isn’t, then, the brand needs to check the Product Display Pages (PDPs) and optimize them with the most popular keywords to become discoverable on the eCommerce search engine. According to a report, the worldwide retail eCommerce sales from Amazon accounted for $468.78 billion between 2017 and 2021. In India, 47% of the digital advertising expense on the eCommerce industry was through paid searches. It means a significant proportion of paid search campaigns were running on multiple eCommerce platforms. Brands that ran campaigns on Amazon acquired a piece of the sale and increased their revenue. Therefore, becoming discoverable on eCommerce platforms certainly aids sales/conversions. Besides revenue, brands run paid search campaigns on eCommerce platforms to acquire higher traffic, increase the ranking, enhance visibility and brand awareness, etc. So, whenever their competitors have a higher proportion of the digital shelf, especially on brand-specific keywords, it is a problem that needs an immediate solution. How to Effectively Measure the SOS of Sponsored Listings on eCommerce Platforms? Top Product Results by Keywords Searches The positioning of a sponsored product listing on an e-commerce platform, based on keywords tells many stories to a brand. It could inform the brand that is bidding the highest on a specific keyword and the type of keywords (generic, competitor, and brand) that have the highest share of digital shelf for your brand vis-a-vis the competitors. Brands can use the information to detect the top performing paid searches of their competitors on each eCommerce platform in their respective categories. By evaluating the results of the sponsored digital shelf results brands can build strategies to get an edge over the competition. How? It can build campaigns around the most relevant keywords and attract a higher audience base. Moreover, it can use the keywords in the title of its multiple variants to increase consumer interest in the product and intent to purchase the product. Brands with the higher number of sponsored listings acquire a higher share of shelf for keywords. Moreover, the share of shelf for the sponsored listings is often calculated for the top ten search results and the top three pages. Therefore, building strategies around sponsored listings based on the SOS can boost the positioning of the listing and the visibility of the brand. My suggestion to the brand’s is to “use a keyword-mix which includes competition brand keywords, along with their own brand keywords, which is hardly practiced by most brands and would help you to acquire a larger Share-of-Shelf.” Share of Sponsored Listings on a Sub-Category Level Imagine you are a pickle manufacturer and are running campaigns on ‘mango pickle’ keyword of an e-commerce marketplace. Consumers use the same keyword from their respective geo-locations to buy the product, however, your sponsored product listing is at the bottom of page. Do you think they would make an effort to scroll down and add your product to cart, especially if you are a new brand? Most probably ‘No.’ Enhancing the page position of your brand’s products and thereby enhancing visibility of your sponsored listings is necessary to influence the buyer behavior towards your brand. It is possible by: Evaluating the overall SOS of sponsored listings at a sub-category level, Detecting & retargeting the top and most relevant keywords of your competitors under specific sub-categories, and Finding the top sub-categories that would increase the SOS of sponsored listings. By taking these measures, your brand can substantially increase its SOS of sponsored listings on multiple sub-categories. Besides higher revenue, your brand could enhance its consumer base and find new target audience in its niche. Recently, we shared a case study in which a brand used the strategy of monitoring competitor keywords. By doing so, it found that the SOS of its sponsored listings for competitor keywords was 5%; however, after gaining information on the competitor’s top performing keywords, it started bidding on some of them. Within a short span of time, SOS of its paid searches jumped to 14%. (Read more) SOS Overview of Sponsored Listings Monitoring the SOS overview of sponsored listings would give a clear analysis of the best performing brands based on paid searches. Moreover, you can evaluate the presence of your brand vis-a-vis the competition on an eCommerce marketplace through keyword bidding. As a result, you can find the best performing platforms for your brand. Additionally, your brand measured the share of shelf for sponsored listing using specific keywords. Therefore, you can find the best performing keywords of your competitors across multiple eCommerce platforms. By doing so, you can revamp the keyword bidding strategy to enhance your overall share of shelf for sponsored listings. You can even share the information across the organization using exportable reports through eCommerce Competitive Analytics, a.k.a., mScanIt’s dashboard. The actionable insights would enable your e-commerce managers to evaluate the platform-wise strategies and take measures for boosting the SOS of paid search results. Conclusion Share-of-Shelf of sponsored listings can bring insights related to products, brands, and competitors. Measuring the success of paid searches on eCommerce platforms through eCommerce Competitive Analytics is possible by deep-diving at a sub-category, search rank, overall, and other levels of SOS. The insights and intelligence derived through eCommerce Competitive Analytics, a.k.a. mScanIt, enables your brands to change your ongoing/upcoming advertising and marketing campaigns across multiple eCommerce platforms. For the

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ecommerce-platforms

What Aspects Does Sentiment Analysis of eCommerce Platforms Reveal?

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Customers on eCommerce platforms often check out reviews and ratings of products before making the final buying decision. In India, 48% of consumers make fashion purchases regularly after going through reviews and ratings. Monitoring reviews and ratings have become important for understanding customer sentiment towards the brand, product, seller, etc., across eCommerce platforms. Detecting and categorizing customer reviews as positive, neutral, and negative using mScanIt’s Sentiment Analysis enables to detect product aspect working ‘for & against’ the brand. mScanIt’s sentiment analysis dashboard defines sentiment intensity; segregates the most popular aspects like quality, product, price, etc., under comment themes; helps to find the most/least popular aspect/theme of a brand, etc. Diving deep into these aspects helps to keep track of consumer reviews across multiple eCommerce platforms, the most popular aspects/themes driving the sentiment intensity, pain points of the consumers, etc. mScanIt’s Sentiment Analysis also reveals key aspects of eCommerce platforms, which are useful for brands in multiple ways. A sentiment analysis is done by using What Can Brands Derive through mScanIt’s Sentiment Analysis? The Intensity of Buyer Reviews consumer reviews. Based on the consumer sentiments, a brand can understand the most popular aspect of its products on eCommerce platforms or can detect which aspects are meeting or not meeting to the buyer demands. A comparative view of the same vis-a-vis its competition enables a brand to learn the brand’s standing against its competition. For example, your brand could have a high (700+) positive reviews for ‘price,’ whereas your top competitor only has 200+ reviews on it. So, the consumers appreciate the price of the product and it is probably the leading factor driving your eCommerce sales/revenue under a category. On the other hand, your top competitor could have 500+ reviews on ‘quality’ whereas, you hardly reach 100 reviews on this aspect. Using this knowledge, you can evaluate your own Product Display Page (PDP) against your competition. It could show that the competitor is focusing more on ‘quality-based’ features and is using them in the advertising/marketing campaigns as well as the PDPs. P.S.: mScanIt can also be useful in analyzing PDPs, share-of-shelf, and banner ads. Probable Intent to Purchase According to research, the product purchasing decision of 91% of online shoppers rely on reviews from other customers. Therefore, listings on eCommerce platforms with higher positive reviews can increase add-to-cart actions and conversions. Furthermore, constantly checking sentiment analysis reveals the average sentiment score within a time frame. Therefore, brands can make sales forecasts and strategize accordingly. It’s one of the ways through which brands can understand the best performing ecommerce platform and optimize on their marketing spends. Moreover, the qualities/themes of the sentiment analysis dashboard would offer knowledge about the factors that might likely influence the customer’s intent to purchase. Points of Engagement with the Customers Reviewing mScanIt’s Sentiment Analysis dashboard gives information about the pain points of customers as well as the top-performing qualities of a product. It reveals the emotional triggers that can become responsible for trolling on eCommerce marketplaces under the review and rating section. Brands can use the emotional triggers generated from the ‘for and against’ reviews and ratings in their responses to improve the positive sentiment intensity and diminish the negative sentiment scores. The same information can be relayed to the marketing and customer support team to strategize and enable growth while addressing customer problems and enhancing the customer’s relationship with the brand. Reaching out to the customers at the right time by setting alerts of hyper sentiment intensities can help a brand to avoid trolls under the review and rating section as well as increase the brand’s ‘delightful’ customer base. Gain Insights About New Markets Customers on eCommerce platforms often reveal their pain points, compare the USPs of previously purchased products with recently purchased items, share the change in brand experiences, etc. Monitoring sentiment analysis reveals new buyer personas, untapped markets, trends, etc., which enable brands to build strategies for reaching out to the un-targeted customer base, increase their revenue, and plan marketing/advertising strategies for eCommerce platforms accordingly. Besides managing their sentiment analysis, brands get a chance to monitor competitors’ analysis tool using mScanIt, which expands all these horizons at a massive scale. Conclusion Monitoring sentiment analysis offers insights into customer behavior, such as the probable intent to purchase, points of engagement, responsiveness towards the product listing, etc. Keeping an eye on the sentiment analysis of eCommerce platforms can enable brands to customize their marketing and advertising strategies towards their buyer needs and even resolve problems whenever the negative sentiment intensity spikes up. Schedule a demo with us to learn methods to scale your business using mScanIt’s Sentiment Analysis.

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share-of-voice

Beginners Guide to Share of Voice on Search Engines

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Share-of-Voice is a marketing metric that defines your brand’s visibility versus the competition. On search engines of Google, Bing, Opera, etc., SOV defines the share of your brand’s appearance versus the competition based on keywords. Measuring SOV on a search engine is critical to know your presence on the web and the form of content you are visible on such eCommerce Platforms, Blogs, News, Brand Websites etc. Analyzing SOV is also important for brands as it gives a complete picture of their awareness on the brand, competitor and organic keywords. Brands with higher visibility percentage have a higher chance of boosting their conversions/sales/purchases and giving impression as a market leader. According to Statista, desktop search traffic originating from Google ranges between 8.78% to 94.15% across countries, with the highest results from India. The likelihood that consumers would go to an ecommerce platform using the top three-page results is higher than the pages preceding them. It means that brands have a higher chance of driving traffic from the Google search engine to their product listing on a platform the more times they appear on the top three-page results. Why Does SOV Matter for Your Brand? Measuring the SOV of keywords helps to answer the following questions: Which is the best performing type of content? How much market share does it acquire? What is your market positioning? What is the keyword-based ranking of your brand? What is the share of your paid search keywords? Who has the highest market share? Which ecommerce platform has the highest SOV and for which keywords? How likely will consumers come across your brand? What is your brand awareness? What types of search results do consumers get on your selected keywords? What type of other results appear on your chosen keywords? What is their SOV? Without measuring the SOV, deciphering such results could become impossible on Google, which is one of the most dominant sources of finding the most relevant results. In the U.S., 61.4% of core search queries were generated through Google in January 2022. According to Google, personalized results are generated using an algorithm that relies on commonly used words, expertise sources, location, setting, and other factors to deliver the best results. Appearing as the most viable search results active on Google becomes a priority as it is directly connected with traffic generation, conversion, revenue, etc. Here is an example of mobile SOV for one of our brands: Tracking the share of voice on Google paid searches helped one of our clients take measures to boost their brand website share from 25% to 28% from January to December. The brand’s share of ecommerce marketplaces diminished from 51% to 47%. So, the visibility of the brand’s search results for the ecommerce marketplace also diminished, and marketers should assess the reasons for the change. In short, the advantages of measuring Share of Voice on search engines are as follows: Brand Awareness: Analyzing SOV through mScanIt defines the proportion of your brand’s awareness on organic, paid, and competitor keywords. The higher your SOV, the higher the chance of reaching out to potential customers through the search engine by redirecting them to your website or an ecommerce product listing. Visibility: SOV also defines the proportion of your brand visibility versus the competition. Brands with the highest visibility would captivate more attention and have historically witnessed a higher click-through rate (CTR) & conversion rate. Search Rank: The user often goes through the top twenty or top three-page results before making a buying decision. Higher search rank is directly proportional to higher ranking during recurring intervals. Thus, acquiring a higher market share and revenue. Most Dominant Form of Content: Analyzing SOV also gives a picture of the most dominant content results on the search engine, and such content forms would likely have the highest traffic. Moreover, brands can find paid keywords with the highest and lowest SOV, and marketers can use them to build strategies across channels. Pro Tip: “Search engine analytics reveals information pertaining to your brand’s webpage performance. However, mScanIt defines the presence of your brand and the competition across the web on the keywords or key phrases commonly used for searches. Users today still make buying decisions or deviating to an eCommerce platform through search engines. Therefore, tracking your visibility/brand awareness on search engines keeps you abreast of your consumer interactions.” Conclusion Share of Voice is an important factor for measuring a brand’s awareness, visibility, search rank, etc., on the search engines. mScanIt, powered by mFilterIt, measures the SOV of global leaders, giving them an overview of their likely market share. Analyzing SOV through mScanIt also helps to deep-dive into consumer behavior, showcases the presence of the competition, makes the brands aware of new trends, and more. The paid and organic results enable brands to find areas of improvement, the most visible types of content, the percentage-wise share of each form of content, and more. Schedule a demo with us to learn more about the advantages of eCom Competitive Analytics for your brand.

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eCommerce-Platforms

4 Signs to Update Your Product Page on eCommerce Platforms Now!

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The product page of most eCommerce platforms provides relevant, helpful, and user-friendly information that enables customers to make the final buying decision. It includes the technical know-how, price, delivery, & key, USPs, or standalone features differentiating it from the competitors. Simultaneously, it also consists of Q&A and reviews & ratings, which play an important role in the final buying decision. According to our research, 35% of customers are most inclined to buy a product with positive reviews. The reviews or Q&As could consist of unanswered queries, the positive aspect of the product listing, the brand/seller details, delivery timing, etc. Customers tend to notice whether the most commonly asked question in the Q&A have been unanswered or answered by the seller. Based on the response the customers may make the decision of engaging or disengaging with the brand. If they disengage, buyer might choose alternative sellers or competitor products. However, this is just a single sign which states that the product page needs updation. Here are a few more: 4 Reasons to Update Your Product Page, as of Now! Competitors Have Started Using Your Un-Mentioned USPs as Features If you are failing to take advantage of eCommerce Competitive Analytics to your advantage, competitors have taken that leap by monitoring your brand’s product listings in real-time. The ongoing smartwatch trend is the best example of this. “Sleep monitoring” became a key feature that most brands considered a general feature. Did you know? The global Sleep Economy, i.e., products, applications, or services associated with sleeping, would reach $551 billion by 2023 (Source: Statista). However, post analysis, one of the brands discovered that the product pages of some of the smartwatch variants that included this feature had minimal mention. In contrast, competitors capitalized on it by displaying it in images, product descriptions, general information box, etc. Certainly, customers looking at this feature in smartwatches developed an interest in the brand once it added the feature to the content spaces on the product page. But unfortunately, the brand failed to discover that potential customers continually asked about it in the Q&A section. A real-time eCommerce analytics solution could have triggered an alert to the brand to address the customer queries for the select variants. Therefore, it lost an opportunity window for increasing the overall revenue, especially when smartwatch trends were high. Change in eCommerce Trends Customers on eCommerce platforms like Shopee, Lazada, Amazon, etc., often come across trending products as bestsellers and discover features that were originally unknown. As a result, brands keep updating their product listings on eCommerce platforms to match the growing needs/demands of the consumer, boost add-to-cart actions, and eventually increase monthly revenue. At times, a seller receiving a high level of product reviews in a particular duration could become a favorite choice for customers. Consumers might leave feedback that states eagerness to buy the product from the particular seller. Therefore, monitoring the reviews and ratings across eCommerce platforms becomes important for brands. It nurtures themes that provide information about the most/least demanding features of a product listing. Brands could also come across competitor trends, such as cost savings with bundled products, variants with qualities not mentioned in similar brand products, etc. Tweaks in Product Page Scores of the Competitors According to a report, 15% of online shoppers made their purchasing decision based on exclusive content or services offered by the brand. The percentage seems small; however, the global number of eCommerce buyers and internet users is continually increasing each year, likely meaning larger revenue for the eCommerce brand. So it doesn’t seem small now? Does it? Tapping into the consumer’s mindset or finding the ongoing buyer personas is not an easy task. Still, it certainly offers its perks (higher CTR, add-to-cart actions, and revenue/sales). If your competitor has suddenly improved the product page scores and outranks yours, it would most likely bend the trends more towards the competitors. Revamping the product page to achieve the highest scores at all levels becomes the solution to this problem. Your brand would need eCommerce Competitive Analytics to keep track of the competition and measure the scores in real-time. Uninformative/Disengaging/Inaccurate Details Curating customer-centric details while managing the brand persona can become challenging for eCommerce marketers; however, it is the need of the hour. At times, disengaging/disassociating with certain form of details can even build a better brand perception in the minds of the consumers for the particular listings. Wasn’t this engaging and informative? Exactly! The content of the product pages on eCommerce platforms revolves around the same concept/idea. However, the content sometimes becomes outdated or is no longer aligned with the ongoing trends and changing buyer personas. But brands can discover inaccurate information through consumer reviews or the negative word cloud of sentiment analysis. Brands need eCommerce Competitive Analytics, a.k.a., mScanIt, powered by mFilterIt to find their areas of improvement on multiple eCommerce platforms. Continually reviewing the perfect page analysis scores and setting KPI triggers can enable brands to resolve customer-centric issues at variant, sub-category, sub-brand, and other levels. Conclusion Monitoring product listings on multiple eCommerce platforms can enable brands to find signs for updating the product page to meet the growing demands of consumers or the changing buyer personas. Brands across the globe and with sizable number of product variants understand the scope of monitoring product listings across eCommerce platforms, which goes beyond sales/revenue. For example, meeting consumer demands by updating the details on the product page gives an impression of awareness of the ongoing market trends. Schedule a demo with us to learn the advantages of implementing eCommerce Competitive Intelligence.

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how can brands optimize digital shelf on eCommerce platforms?

How Can Brands Optimize Digital Shelf on eCommerce Platforms?

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The Share-of-Digital-Shelf on e-commerce platforms measures the recurrence of a brand’s product listings versus the competition based on keywords. It informs brands about their discoverability on eCommerce platforms like Shopee, Amazon, Flipkart, etc. Higher discoverability through keyword searches could likely trigger higher click-through rates, add-to-cart actions, conversions/sales, etc., of organic and sponsored listings. Brands optimize their Product Display Page (PDP) using SEO and customer-centric information to optimize their discoverability on the digital shelf. Product listings with higher visibility or ranking often have a higher chance of achieving the SOS goals. Optimizing SOS requires enhancing the findability of paid and organic keywords, improving the perfect page analysis scores, finding customer-centric touchpoints, etc. Optimizing the digital share-of-shelf on eCommerce platforms is a dynamic and ongoing process, which can be easily comprehended using eCommerce Competitive Analytics, a.k.a. mScanIt. Moreover, the solution offers advantages like keeping an eye on the competitor’s digital shelf progression across eCommerce platforms and helps to identify opportunities for growth for your brand. How to Optimize Digital Share-of-Shelf on eCommerce Platforms? Table of Content Monitor the Digital SOS Ensure Brand Compliance Across e-commerce Platforms Address Consumer Grievances in Real-Time Discover eCommerce Trends Monitor the Digital SOS The easiest and simplest solution to keep track of digital SOS is by using eCommerce Competitive Analytics. The digital shelf analytics reveals your brand’s share versus the competitors on generic, brand, and competition keywords. Brands with higher discoverability and visibility on keyword searches acquire a higher SOS. In addition, analyzing the digital shelf at category, variant, SKU, and other levels gives in-depth information about the brand’s performance and keeps track of the competitor’s performance in real time. Therefore, brands can find opportunities for scaling up their business by monitoring the digital shelf. Ensure Brand Compliance Across e-commerce Platforms Third-party, or unauthorized sellers of the brand products often give discounts, promotions, offers, etc., that create MAP (Minimum Advertised Price) violations. In addition, it causes the diversion of brand customers to sellers that could even provide duplicate or counterfeit products and create a bad reputation in the market. Besides this, brands need to monitor their PDPs continuously, as consumers constantly share their reviews and ratings, which could include remarks like fake, duplicate, counterfeit, etc., as consumer feedback. Moreover, it could help find sellers not associated with the brand and report them to the eCommerce marketplaces. At times, the product information could also consist of discrepancies and need attention to detail so that the customers no longer get misled by third-party or unauthorized retailers. Address Consumer Grievances in Real-Time The Customer Q&A section of the product pages on eCommerce platforms often consists of problems, queries, tell-tale signs of customer demands, etc. At times, multiple questions might require a similar answer. For example, smartphone brands commonly find this question in different forms – “does it come with an adapter?” Being a proactive brand that monitors and answers consumers’ queries within 24 hours can certainly impact add-to-cart actions and conversions/sales. Similarly, mScanIt’s proprietary Sentiment Analysis consists of sentiment intensity scales. Whenever the negative or neutral scale moves upwards, it is time to find the cause for the same from the word cloud. The word cloud highlights the problematic areas and the number of times they occurred in duration on an eCommerce platform under the sentiment themes. Customers often leave feedback under the reviews and ratings related to packaging, delivery, counterfeit/duplicate products, etc. The brand could allocate the relevant teams to address the buyer issues and might influence the sentiment intensity, as other customers would read the same replies making a decision. Moreover, brands often leave their customer service number in replies, creating a similar impact and enabling brands to control R&R and influence the overall sentiment score. Optimize the PDP with the Search Intent The product listings on eCommerce platforms should match the common searches of the consumers. Monitoring aspects helps brands to find their areas of improvement, such as keywords that have a higher SOS for the competitors and are usable under specific product variants of the brands. Our solution also detects pin code level SOS, which helps brands segregate their product listings based on the SOS of a particular geo. Higher SOS of the competitors would also mean greater frequency of their product listings. Therefore, brands can optimize the PDP of similar variants to increase the recurrence of their listings. At times, brands can find the intent searches by analyzing competitors’ keywords with the highest SOS. Analyzing the title, product description, bullet points, A+ content, and other relevant detail scores can help see the number of mentions of the intent-based search keyword and enable SEO optimization. Conclusion Optimizing the factors influencing the digital shelf positioning and sharing is a brand’s priority, made possible using eCommerce Analytics, a.k.a. mScanIt. The solution detects sentiment analysis, reviews and ratings, Q&A, and other factors in real-time, which helps brands address consumer grievances, optimize product pages, ensure eCom marketplace compliances, etc. Our solution is used by world leaders in finance, banking, food, Q-commerce, Quick Service Restaurants, gaming, beauty, fashion, and other industries.  Get in touch to learn more about the digital shelf.

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page-analysis

Why Does Page Analysis Matter for eCom Brands?

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Page analysis is a part of discoverability and signifies the search rank of your brand’s versus the competition on organic and sponsored listings across ecommerce platforms. Page analysis signals brands that would likely have the highest click-through rate (CTR), create more awareness on e-commerce platforms, etc. Generating brand awareness is crucial for search engine optimization. According to a report, 17.8% of global search rankings of brands are influenced by brand awareness, which is among the leading SEO factors. Besides this, results derived through page analysis often drastically influence a brand’s marketing and advertising decisions across e-commerce platforms like Amazon, Flipkart, BlinkIt, BigBasket, etc. The parameter helps brands make marketing decisions like deciding the type of campaigns they should run on multiple eCommerce platforms, e.g., paid searches, banners, display, etc. Hypothetically assuming that the listing doesn’t appear in the top ten results of any specific  keyword search, or re-appears less than the competition on each page. In that case, your competitors would likely achieve higher search rank, visibility, product discoverability, etc. The page analysis could vary across platforms, time frames, categories, etc. Brands could use this detail to create multiple strategies for their listings on these platforms where the product is listed. Moreover, SEO plays an important role in search rankings, and brands with the highest discoverability have likely optimized their listings for specific keywords, which is also an important activity for eCom Brand Managers. It is a well-known fact that brands with the highest eCommerce platform listing often appear higher on search engine listings. It means they would have a higher share of voice than their competition on respective e-commerce platforms. Brands often optimize their product pages to achieve the highest ranking on the keyword search results. Our experts continuously analyze the product description, title, review scores, etc., which helps in enhancing the position of their listings on the Digital Shelf. Another prerogative of page analysis is to check if your brand’s listings make their mark on the prominently searched consumer keywords across e-commerce platforms. Imagine that you are a smartwatch brand that is also running sponsored ads for your product, but consumers don’t find them in the top three pages or the top ten results against the commonly searched keywords. In that case, there is a high chance that your competition must be grabbing that space. How Does mScanIt Help You With Page Analysis? mScanIt helps the brands understand the overall search rank of their brand w.r.t. to the competition and get a more detailed insight on the search rank of multiple pages of any eCommerce platform. Why does page-wise search rank matter? Besides revealing the top-ranking listings on each page, it also states whether your brand listing is visible on the top results/pages and the change in your search ranking over time. ecommerce analytics a.k.a., mScanIt, powered by mFilterIt, measures the following aspects to reveal accurate page analysis: Search Rank – Overall and Page Wise: The higher the page ranking, the higher the chance of click-through rate. Our solution curates the overall search rank of a brand/product being listed on the first three pages. mScanIt also detects the page-wise ranking of the product or brand versus the competition. Keyword Search Rank: A subset of search rank is the keyword search rank, which establishes your brand’s position versus the competition based on keywords. It is beneficial as it helps you discover your product’s positioning when your brand name is included in the searches or ranking of your brand in your competitor’s brand-based keywords. Pro Tip by Praveen Dhama, Manager, mScanIt: “Lower the search rank higher the chance of product being visible on the top ten listings on the eCommerce platform first-page.” Conclusion Search rank is pivotal for harnessing higher CTR, generating brand awareness, increasing discoverability, etc., on e-commerce platforms. mScanIt helps brands achieve these goals by measuring accurate page analysis through detailed insights and real-time reporting. Measuring page analysis also defines whether your brand meets the product searches of the most commonly searched keywords for any specific product which usually the end consumer is looking for, e.g., running shoes, tablets, and smartphones. Set up a meeting with us to learn more about the benefits of mScanIt’s page analysis for your brand, such as acquiring higher discoverability, easing customer journey, acquiring a higher market share, etc. To know more, get in touch with our experts today!

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E-Commerce Platforms

How Can Analytics Detect Counterfeits on E-Commerce Platforms?

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Counterfeit is a serious issue for brands for many reasons; however, ‘bad reputation’ ranks at the top of the list. Why? A consumer places trust in the brand to receive products described and shown in the ecommerce stores. However, when the customer receives a duplicate or counterfeit product, the brand ‘trust’ is lost forever. Also, fraudulent product sellers target brands that have built their market reputation over time, and such consumer grievances create long-lasting bad publicity. Brands would try to recover their trust and the lost consumer base due to this issue; however, the customer would remain unsure of the brand/product and may not even engage even after rigorous marketing and advertising efforts. In 2020, counterfeit goods caused a loss of 26.3, 10.3, and 4.7 billion euros for the clothing, pharmaceutical, and cosmetics & personal care industries. Besides the loss of sales, counterfeit product sellers could engage in MAP violations, further damaging the brand’s reputation, creating legal issues, and hampering price perception. Knock-offs could also cause health issues, and customers often complain, blame, or sue the brand for their problems, which could further escalate legal problems. Given these facts, brands need a solution to detect counterfeit or fake product sellers across e-commerce platforms like Amazon, Big Basket, BlinkIt, Snapdeal, etc., in real time. eCom Competitive Analytics offers data supported with snapshots of counterfeit products for countering and diminishing consumer problems. Let’s find out how. How Does mScanIt Resolve the Counterfeit Product Distress of the Brands? Tracing Online Seller Activities in Real-Time Reputable brands often enlist the approved sellers on their websites, make mentions on e-commerce platforms, take measures to avoid fakes in their packages, etc. For example, MuscleBlaze Whey Protein comes with authorized seller mentions on their product pages across Amazon, Healthkart, Healthgenie, and other supplement e-commerce stores. Their genuine products also consist of packaging with QR scans through their app, ensuring trust in the brand. However, many reputable e-commerce platforms don’t have a real-time monitoring system for detecting approved third and first-party sellers. mScanIt offers the capability of sighting all types of sellers across e-commerce platforms and gives a chance to brands to revoke unapproved or counterfeit sellers through deep-diving results. Tracking Reviews and Ratings The biggest solutions for detecting counterfeit or fake product sellers on e-commerce platforms are reviews and ratings. Monitoring mScanIt’s word clouds of your brand, which includes the commonly used words/phrases such as fake, duplicate, copy, etc., by users, can help to sight counterfeit or unauthorized sellers. A sudden upsurge in the negative sentiment intensity also becomes a reason to check out the reviews and ratings and the associated negative or neutral word clouds. mScanIt deciphers all forms of sentiment intensity and helps brands set alerts in case of sudden spikes so that the brand can take action in real time. Moreover, the solution detects all types of listings across e-commerce platforms for the said products so that brands can easily see the products sold by authorized and unauthorized e-commerce sellers. Reviewing MAP Violations Counterfeit product sellers often don’t worry about the lowest price of their product on e-commerce platforms, as they might not even deliver it. Also, if they deliver the product, it would be fake, likely costing less than the original manufacturer’s cost. As a result, they often engage in MAP violations. mScanIt offers relief to brands for tracking their MAP violations across e-commerce platforms. Upon deep-diving, brands can review screenshots of the products, e-commerce marketplaces, and types of products sold at an undervalued price. Keeping an Eye on Discounting Analysis As stated earlier, counterfeit product sellers often tend to sell products at lower than the market value. Their offers, discounts, cashback, and other promotions can cause MAP violations and require continuous monitoring. mScanIt’s discounting analysis tracks seller-wise discounts across e-commerce platforms and enables brands to review the highest discounting percentages. Discounting analysis through mScanIt is another solution for finding sellers exceeding the maximum promotional percentages and taking action against them. Simultaneously, the solutions help brands to know the maximum discount competitors are offering for similar product listings com platform-wise and get a summary of the average discount. Bottom Line Not resolving counterfeit product problems on e-commerce platforms is no longer an option for brands, as it has long-lasting and damaging repercussions. Brands need eCom Competitive Analytics, a.k.a. mScanIt, to fight the war against fake or duplicate products every day. Today, mScanIt has become a necessity for brands that want to keep their market reputation intact, enhance their sales/revenue, and track the online activity of sellers/re-sellers while managing their marketing efforts. Connect with us through direct messages, comments, or filling out the contact page form to learn the advantages of mScanIt for your brand. Subscribe to our blog to learn why counterfeits are an e-commerce and brand infringement issue and more.

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D2C Issues

How is Analytics Solving D2C Issues?

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The needs of consumers dynamically change time and again. D2C (Direct-to-Consumer) e-commerce has become a blessing in disguise for matching the needs of the growing number of online shoppers. According to a report, 85% of global customers shopped online in 2020, and Amazon was the favorite e-com store for most buyers. Besides Amazon, D2C brands use marketplaces like Flipkart, Big Basket, Etsy, eBay, etc., to diversify their customer portfolio and gather more buyer personas. DTC models offer the advantage of eliminating the middleman, direct connection with the customer base, and offering a lower cost of products to the buyers. Moreover, the brand handles the entire customer experience instead of the retailer or a third-party seller. Personalization, authenticity, smooth shopping experience, etc., make D2C e-commerce appealing to Gen Z and millennials; however, a large proportion of them still like to know about previous customer experiences through reviews & ratings. While deep-diving into R&R gives a perspective to DTC brands; measuring other analytics is also important to get a wider idea of the customer’s needs and decisions influencing the buying decisions. Problems Commonly Faced by D2C E-Commerce Brands Enhancing Customer Journey Orders can go through the roof, especially if D2C e-commerce runs an ad campaign on the online marketplace. Sponsored ads have been one of the biggest sources of higher conversion rates for most brands. However, a long line of customers may also resonate with the ads seen on social media handles and connect with brands advertising on Amazon, Big Basket, Flipkart, etc., and other marketplaces. The connectivity builds trust in the customers’ minds and makes the brand more approachable. However, customer journeys are made nowadays through unboxing or product videos, informative pictures, A+ content, detailed descriptions, titles, etc., which are part of the perfect page analysis. Brands can also derive buyer personas at pin code, product price, stock availability, recommendations, etc. Brands want to build a frictionless journey that enhances the conversion rate and diminishes the cart abandonment rate at all costs. Decoding Data-Based Decisions Customer buying journeys vary across e-commerce platforms. Therefore, analyzing data across online shopping stores has become a priority. Sellers or brands often try to decode the data through the analytics provided by the platform. They often evaluate factors like stock availability, the share of visibility, share-of-shelf, etc., at the deepest level, leaving out a vast majority of the potential customer base. Moreover, the data given by the e-commerce platform may not deliver actionable insights and doesn’t offer a comparative view on a real-time daily, weekly, or monthly basis. Generating actions through insights is left in the hands of the internal team recruited by the brand. Knowing the data is not optional because customers want to connect with the products they bring home. Therefore, enriching the data has become necessary, and brands lack the necessary solution for analyzing the information, which could probably enhance their loyal customer base. Grasping the Ongoing (Invisible) Trends Market and social media trends often influence e-commerce brands. While hygiene was a priority for nearly all brands during the COVID-19 scare, safe delivery was an approach used by others. D2C brands have been shaped to tune into the customer’s needs. For example, watch brands like Fasttrack, Armani, etc., have been focusing on a smartwatch. Meanwhile, smartphone brands like Realme have entered the smartwatch market, too, giving tough competition to their rivals. A while ago, consumers started purchasing cosmetics certified/approved by dermatologists (and it remains ongoing for some niche products). According to a source, people also demand cruelty-free & vegan products derived from caffeine, tea-tree oil, or argan oil. Did you know that established D2C e-commerce brands would drive vast sales compared to native brands? Identifying hidden trends in e-commerce through analytics is challenging; however, it can build roots and scale businesses. While the visibility of such trends remains debatable on social media, the forecasted or foreseeable demand across pin code, variant, and other levels remains unknown. Therefore, brands constantly face problems identifying their customer’s needs and managing availability accordingly. How Does eCom Competitive Analytics Cure Major D2C Problems? Enables Brands to Make Informed Decisions in Real-Time Reviewing analytics at pin code, location, variant, sub-category, platform, and other levels through eCom Competitive Analytics gives a bigger perspective to brands. The distillation of share-of-shelf, keywords search results, the share of visibility, etc., while comparing with competitor information gives more valuable information to brands and signifies their standing on the e-commerce marketplaces and among their rivals. Deciphering this data in real-time provides knowledge of the hidden demand, growth opportunities, favored/unfavored listings, etc. For example, if Brand A has a higher score in the product description, and the information is compared with the Q&A and R&R sections, your brand can reveal whether the customer problems are being addressed. Curates Information for Enhancing the Consumer Journey Wouldn’t you want to know the cost of products similar to your listings in real-time? eCom Competitive Analytics gives you this picture at platform, variant, category, sub-category, and other levels. Therefore, brands can find the factors that make their competitors more favorable than them. For example, if the perfect page analysis of your competitor is 100%, it means that it meets the average review, title, product description, and other criteria that influence buying decisions. Similarly, pricing comparison reveals the average cost of similar products, making rivals favorable and enabling brands to avoid MAP violations. Likewise, if a competitor uses your brand keyword, keyword search analytics would depict the picture and the share-of-shelf under discoverability. If your brand has a lower SOS, it could report the same to the e-commerce platform and resolve the issue. Identifies Problems Every Day Out-of-stock is visible on most seller dashboards, however, are competitors keeping stocks available for the same product isn’t. Moreover, you could view the stockouts of your competitors on a daily, weekly, and monthly basis through eCom Competitive Analytics. Downloading such reports can give an idea of the average sales, stock requirements, etc. But, eCom Competitive Analytics also shows the most commonly used words for a product listing across e-commerce platforms. It means you can come

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