Digital Shelf Analytics

Price Not Visible on Keyword Search Results: How it Happens and What Can You Do About It?

Leave a Comment / Blog, Digital Shelf Analytics / Expert Opinion

Have you ever come across products without price tags on e-commerce platforms? Well, it happens a lot and causes a lot of distress. Price tags on online shopping stores hold the capacity to captivate the attention of millions of potential buyers and increase online sales/revenue. When the price of a product is not shown, the consumer might choose other options or platforms, as the buying intention remains consistent. Moreover, listings without prices may diminish the search rank on the keyword search results of an e-commerce platform. Most online shopping stores offer products in stock, with prices and titles to entice buyers. The collaborative effort of the brand and the e-commerce marketplace enables higher revenue for both. The price of a product is not shown if some other seller has won the buy box, the product is out-of-stock, or the seller is facing disputes in the e-commerce marketplace. It could also happen due to a technical issue or enlisting a wrong option/variant of a product listing. Neither of these scenarios is good for a brand. What’s more? Products without price tags that rank high on keyword search results are wasting your marketing efforts, as they are stealing the position of your product variants that have price tags. Sure, they are generating brand awareness but they are diminishing the impact of potential revenue or sales from an e-commerce platform. Moreover, products without price tags on keyword searches of an online shopping store give an edge to your competition, as they have price tags and become more enticing for a consumer before making a final buying decision. So, what can you do about it? 3 Ways to Avoid Invisibility of Price Tags on E-Commerce Platforms The global e-commerce retail sales figure is bound to reach $7.4 trillion by 2025. Imagine the loss your business can face by not paying attention to products without price tags on e-commerce platforms. How to resolve this problem? Here are three ways: – Manage Stock Availability Did you know that 39% of U.S. retailers are very concerned about stockouts during the holiday season? The impact of out-of-stock is directly linked to global supply chain disruptions. In the past few years, our clients have discovered that stockouts also happen during the rest of the year. One of our FMCG customers was facing 65% unavailability of products until it started reviewing and analyzing availability at pin code, SKU, platform, category, and other levels. Post-analysis, the brand took measures to resolve the problem by informing the respective Key Account Managers and Category Managers of their e-commerce marketplaces. Their actions resulted in the higher engagement of product listings with the target audience and conversions/revenue. The stock unavailability diminished to less than 30% in nearly three months after taking action. However, the availability of products also resulted in the visibility of the price tags. So, whenever consumers look for specific items under multiple categories or sub-categories of the e-commerce marketplace, they can compare the brand product price to the competitors before making a final purchasing decision. – Optimize the Product Pages Most people will ignore products without price tags on keyword search results. Therefore, you should also ensure that search results of the digital shelf always have variants. How can you manage this? Is it impossible? Well, No! You could probably check the keywords working for your product listings and rank new product variants at the top of the digital shelf results by using them. However, it will take time to rank and will depend on the product page optimization results too. Use the top-performing keywords in the product listings currently in stock across multiple geo-locations. Our solution, e-commerce analytics tool, mScanIt, monitors the Share-of-Shelf of your brand vis-a-vis the competition. You can check the average page position of your listings using a keyword sub-type under the SOS dashboard. By doing so, you can achieve your goal of boosting the digital shelf rank of your e-commerce product listings on brand, competition, and generic keyword search results. The solution also defines your product page scores. So, you can easily monitor the score of the competitors and check the product page content working for them. Doing so would help to build strategies to optimize the product pages further. – Win the Buy Box – Strategically The buy box is the column that consists of the add-to-cart and buy-action buttons. It has become popular among the e-commerce marketplace sellers, as they are assigned based on the marketplace algorithms. However, winning the buy box is also dependent on stock availability. We believe that brands that have associations with the best marketplace sellers have a higher tendency to win the buy box. Simultaneously, keeping the brand reputation intact through seller-wise analysis and reporting unauthorized third-party sellers can become a stepping stone. Moreover, brands can divert the buyer’s attention to their authorized sellers and increase their market share. Isn’t this mind-boggling? Well, it isn’t. There is a whole market of counterfeit sellers on e-commerce platforms. According to a report, 74.8% of people around the globe became victims of online shopping scams through e-commerce marketplaces. Brands lost revenue, but their biggest concern is damage to brand reputation. So, stopping unauthorized 3P sellers can help avoid such repercussions and increase the chance of winning the buy box. Bottom Line Products without price tags on e-commerce search results can damage brands in multiple ways. On the other hand, ensuring price tag visibility can increase visibility, brand awareness, product discoverability, and conversions/sales. The best method for ensuring this is by avoiding stockouts, diminishing counterfeit seller activities on online shopping platforms, optimizing the product pages, and strategically winning the buy box. Connect with us to learn how monitoring products through mScanIt can help to achieve these goals. Get in touch to learn more about keyword search results.

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Untold Stories from eCom Banner Ads

Leave a Comment / Blog, Digital Shelf Analytics / Expert Opinion

Display advertising through online banner ads is one of the most effective ways of capturing the attention of online shoppers and increasing sales. Banners intrigue buyers because of their messaging, visibility of top products, promotions, etc. Brands spend valuable resources to create the perfect banner for reaching the target audience and ensuring a higher than ongoing click-through rate (which remains uncertain until the end of the advertising campaign). Brands include the best colors, product variants, price quotes, promotions, etc., in their banners. Most eCommerce marketplaces have banner placements on the category, sub-category, home, and other promo pages. Higher visibility of a brand’s product variants correlates with higher brand awareness, which will likely also impact the Share-of-Visibility of the brand. Capturing the brands with the highest visibility through banner ads on an eCommerce marketplace helps to know the brands bidding the highest on a specific page. Furthermore, evaluating the banners visible after searching a brand, competitor, and generic keyword helps brands to find outputs on search analytics. For example, comparing your brand’s sponsored banner ads vis-à-vis a competition based on specific keyword search results shows if your competitor is bidding higher or lower than you on the keyword. It also displays the difference in visibility percentages based on the sponsored banner ads. Tell Tales from E-Commerce Banner Ads What’s New Hot or Trending? Brands frequently launch new products under specific categories. According to our experts, monitoring the sponsored display ads of your competition helps to come across your competitors’ most trending hot, or new products. It also helps to know the new aspects they are focusing on. Continuously monitoring the competition banner ads also detects the frequency of their launch and builds a forecast of their next launch on an e-commerce marketplace. You can manage the ongoing keyword bidding and banner placement strategies to achieve an edge over the competition. For example, an oral care brand with a mouth-freshness toothpaste variant is focused in the health category section of an e-commerce marketplace. After two weeks, it launches a whitening toothpaste variant in the same category. The same brand keeps the same frequency of its new product launches in the same marketplace category. You can easily predict the estimated launch date of the new product, i.e., it would also be around the same period (two weeks). By evaluating the banner ads of the competitor, you can find the types of product variants focused on a category, qualities featured in the ads for a specific sub-category, prices, promotions, seasonal offers, etc. For example, the brand uses dazzling white’ as part of its banner ads for most of its whitening toothpaste. How are Competitors Targeting their Niche Audience? Evaluating the eCommerce banner ads of your competitors shows the focused target audience on specific platforms and categories. Most brands have ambassadors for multiple product variants. Reviewing the display ads in a category shows whether a brand focuses on millennials, kids, or other audiences. Moreover, it displays the themes that the competitors focus on to increase brand visibility and product click-through rates from their target audience. Monitoring the banner ad campaigns of the competitors also shows the change in discount percentages or offers. Mapping promotional aspects in a brand helps to detect themes like deals, offers, discounts, etc., at an in-depth level and better understand the competitor’s approach towards its target audience. For example, if one of your competitors continuously uses ‘combo’ for most of its display ads on a platform, you can detect the commonly used product variants. You can also see the Share-of-Visibility of their banner ads on multiple e-commerce pages focusing on ‘combo’ promotions. Upon further deep-diving, you can check if their banner displays mention SKUs and prices, which would tell the benefits they are offering to lure their target audience. Through this new information, you can easily detect that the marketers of a competitive brand are focusing on price and SKUs and use it to your advantage. What Are Your Competitors Relying Upon? For the past few years, we mapped the banner communication of brands on e-commerce marketplaces. We found that they entice consumers through cashback, gifts, day/occasional specific deals, limited-time offers, vouchers, as well as a mix of two or more promotions. Upon mapping the sponsored banner ads of the competitors, we found new insights based on location, platform, and other aspects. Analyzing the banner ads of the competitors helps to find their focused form of promotion in a given time frame. The information helps brands find areas for retargeting the banner campaigns, new keywords, and an untapped target audience. Wrapping Up Monitoring the banner ads of competitors gives insights into the banner communication at the platform, category, sub-category, and other levels. Brands can use the information to know the aspects focused on by their competitors, reach an untapped market, enhance Share-of-Visibility on the e-commerce platform, etc. Besides this, brands can detect forecasts of product launch dates and their competitors’ most commonly used themes on e-commerce platforms. Banners of a brand give inputs on marketing and communication, which help scale the business. 2o, and let’s build new stories for your online shoppers.

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Out-of-Stock? Loss of Availability or Lost Opportunity?

Leave a Comment / Blog, Digital Shelf Analytics / Expert Opinion

Search engines like Google, Microsoft Bing, DuckDuckGo, Opera, etc., supplement the sale of products on e-commerce platforms. The leading inspiration for online shopping for 39% of global users is ‘search engines.’ Therefore, brands understand and put in heavy budgets in search engine advertising for sales of their products. As the e-commerce revenue has become dependent on the discoverability of the product listings on search engines, so does the need to optimize the product pages. Unfortunately, some of the out-of-stock product pages could also rank high on different forms of ads. The problem is often witnessed until the search engine revokes soft 404s, which are landing pages with out-of-stock products. The Out-of-Stock (OOS) product listings not only drain the advertising dollars of the brands but also derail the objective of ad placement in the first place. The consumer discovers the product listings, clicks to visit the landing page, and feels disappointed due to product unavailability. Such actions could increase the bounce rate of the e-commerce website and impact its SERP. Besides broken expectations, customers drift towards other brands ending up buying your competitor’s product, including add-ons. The lost sales, peaking bounce rate, and diversion to rivals are just a part of the problem. Although the problem might not be that huge for brand loyal audience, if the customer is in real need of that product, alternatives are always on the cards. This leads to customer’s loss of interest in the brand. Ensuring Availability and Happy Customers The good part about your listings is that your product pages match the SEO criteria of search engines. It is the same reason they are becoming more discoverable when customers search for brand, competitive, and generic keywords. It’s important to notice that Google, the maximum traffic provider to e-commerce platforms, has changed its guidelines for shopping ads. As per the new compliance metrics, the search results will be based on product data and not keywords. Therefore, it is more than necessary to optimize the product landing pages and also to ensure that the details on the ads should match the details on the product pages. Now that your products are listed higher on searches and ads, you also have the option of offering recommendations for similar products on the e-commerce platform. The next best step is to focus on managing the stock availability of your top-performing listings. For this, you would need to deep-dive into your products ‘stockouts vs. stock availability’ percentage across e-commerce platforms, especially during the holiday/festival season. Our solution, mScanIt, offers dashboards for your Product Page Benchmarking and Stock Availability. It measures these two aspects of your brand vis-a-vis the top competitors. Moreover, the data is collected on several parameters like availability at the category level, platform, pin code level, and a lot more. Using the Perfect Page Benchmarking dashboard, marketers can identify the best-performing product listings based on the product page title, description, bullet points, etc. Furthermore, you can manage stock availability using the platform, category, SKU, and many other filters. The exportable reports make sharing the ‘stockouts vs. stock availability’ percentage reports easier by using multiple filters with the e-commerce managers and managing stock availability. Conclusion When Out-of-Stock product listings appear on search engine ads, it causes larger implications for brands than just sales/revenue loss or waste of advertising dollars. The brand discoverability or awareness remains intact, but the customer interest in the product/brand might diminish significantly. Unavailability of stock often diverts the consumer’s interest in competitor’s products and toward new interests or products. Therefore, managing stockouts at pin code, category, platform, and other levels becomes crucial for brands. It enables them to capitalize on the lost opportunity of their competitors and hence, supplements the sale/revenue of the brand. Our eCommerce Competitive Analytics helps keep track of stock availability and stockouts across multiple degrees. Want to learn more about what mScanIt can offer to your brand? Get in touch to learn more about the Out of Stock.

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Customer Sentiments: A Boon for Sellers and Resellers

Leave a Comment / Blog, Digital Shelf Analytics / somya goel

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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Listen to Your Customers: They Know the Best.

Leave a Comment / Blog, Digital Shelf Analytics / Noopur Mathur

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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Why Should Brands Measure the SOS of Their Sponsored Listings?

Leave a Comment / Blog, Digital Shelf Analytics / Anukirti Jain

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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What Aspects Does Sentiment Analysis of eCommerce Platforms Reveal?

Leave a Comment / Blog, Digital Shelf Analytics / Expert Opinion

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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Beginners Guide to Share of Voice on Search Engines

Leave a Comment / Blog, Digital Shelf Analytics / Anukirti Jain

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

Leave a Comment / Blog, Digital Shelf Analytics / Expert Opinion

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?

Leave a Comment / Blog, Digital Shelf Analytics / Expert Opinion

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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