GoWit
Published in

GoWit

Time to Rank Your Products Higher

What is product ranking?

Product ranking is the system which allows you to have more control over the products that will appear in the search/category results and to change the sequence of the products according to your preferences.

There may be certain products that you want to highlight and promote among your items, and you can present them to consumers with some keywords. For example, for the dress category, you can highlight the black dresses when a customer searches for a black dress, or block certain ones that you don’t want to appear in search results. These are the basics for product ranking, simply wanting your products to appear at the top of the results and getting more conversions. This kind of product-oriented sales technique brings the most appropriate results to the consumer and leads to a much more convenient shopping experience.

Did you know that?

Only 30% of customers scroll past page 1 of the search results.

And that’s why…

You can benefit from product ranking to sequence products in a specific order on a category page and pick the products that you want to promote, as well as any products that you want to exclude in the search results or on category pages.

Advantages of having a high product ranking

  • Getting quality traffic
  • Making your brand more recognizable
  • Finding more potential customers
  • Creating a positive experience for customers
  • Improving the credibility of your products and service
  • Having more conversion rates
  • Increasing your sales

Studies also prove that products on the first page receive at least 80% of all clicks, while the first three entries on page 1 receive at least 60% of those clicks. More visibility means more sales, and more sales means higher ranking.

Shoppers’ eye-tracking heat map

The Factors Affecting Product Ranking

Provide relevant products using keywords

While searching for a product, at first, customers write some keywords according to the product they are looking for, and filter the product with the keywords. These can usually be the description/title of the product. In the end, it should be the main focus to provide customers with relevant products that match their needs according to the keywords they search.

The more detailed a keyword one enters, the more filtered and reduced the products results will be. In this way, the probability of finding the exact product looked for will increase. Knowing these points is very important for sellers because, with the appropriate keyword selection strategy, you can get to the top of the searches.

Maintain track of your inventories

It is important for all sellers to keep the product inventories varied and always in stock, work on projecting the sales based on factors that may enhance purchasing (seasonality, sales, etc.) and maintain track of the inventory quantities.

Set a competitive price

Sellers have overall control over the pricing factor and there needs to be an algorithm to show the most relevant and best-priced products. Because people are always on the hunt for finding the best deals. In this case, choosing pricing points that make your product competitive can result in a significant increase in sales.

When designing the pricing plan, one of the most critical elements to examine should be the competitors’ prices. Analyzing their prices and experimenting with various price points will assist you in determining the best price which will make the shopper become a customer eventually.

Encourage customers

It is said that if you can satisfy a customer, that is the best business strategy you can ever think of. A study by Dimensional Research found that 90% of customers’ purchases were encouraged by product reviews. When customers conclude their product experience with positive feedback, they attract the attention of other consumers and it affects sales. Hence, for sellers, taking into account customer feedback is essential to success and growth in the field of e-commerce.

A9 Product Ranking Algorithm

The search algorithm of Amazon, known as A9, is to improve the customers’ shopping experience and help them find what they are looking for. The algorithm chooses the most optimal matches between products along with the customer’s demands and scores them based on the relevancy by observing past search patterns as well. Performance and relevancy are, thus, the two main components in the A9 search algorithm. A product that employs the right keywords to properly match a customer’s search queries will also rank better in Amazon’s search results, as would a product with a solid track record of sales performance.

While we look at how Amazon’s product ranking (A9) algorithm works, let’s not forget that consumers are likely to buy a product when they enter this platform since Amazon is a marketplace with a huge variety of product options, offering a useful platform for shoppers in terms of product inventory.

The fact that it is the world’s largest online retailer and that it takes into account factors such as product ranking in addition to many advertisements to increase product sales shows that many other marketplaces worldwide should also take advantage of these opportunities and open up to a world where new sellers and brands are allowed.

The concept of a marketplace, where consumers can find whatever they want and optimize their shopping processes with appropriate results, is becoming a more popular phenomenon every day.

On the other hand, Amazon leveled the sector for all sellers by applying more policies and restrictions across the product categories. Through high-profit features in the platform, the urge to compete is increasing. It is of great importance now to have an advertising platform that can record all customer data from searches to clicks and purchases.

Thrive in this competitive environment

Since there is an overwhelming number of products offered each day and customers’ attention span is so limited, the sellers are in this race full of competition in the product advertising ecosystem. They aspire to be among the top items on the list and boost their popularity because it is a critical growth strategy to maintain. At the same time, it is undeniable that most customers do not have the time or patience to browse through a large number of product pages. It is even reported by BuzzFeed News that some Amazon sellers have agreed to pay thousands of dollars per month to some companies in order to rank their products higher. Once again, being a seller in this new age is nothing but a matter of ranking your products in top positions and promoting them.

Knowing what elements influence product ranking allows you to improve the performance of your listings in the search results. More conversions are earned when you perform higher in the search results. Thus, you’ll appear higher in the rankings if you have more conversions. It is now in your control to let this cycle keep going and optimize your business.

References:

Breslin, S. (2017, May 30). 21 Ways to Rank Your Products Higher on Amazon. Retrieved June 22, 2022, from RepricerExpress website: https://www.repricerexpress.com/rank-your-products-higher-on-amazon/

Breslin, S. (2018, October 18). How Pricing Affects Product Ranking on Amazon. Retrieved June 22, 2022, from RepricerExpress website: https://www.repricerexpress.com/product-ranking-on-amazon/

Hanna, R. (2018, January 10). Amazon SEO: Product Ranking Guide 2020. Retrieved from Sellics website: https://sellics.com/blog-amazon-seo/

Hamrick, D. (2018, May 16). Amazon Product Ranking: Everything You Need to Know to Rank on Page One. Retrieved June 22, 2022, from Jungle Scout website: https://www.junglescout.com/blog/amazon-product-ranking/

How Amazon Ranks Products: What You Need To Know | Mayan. (n.d.). Retrieved June 22, 2022, from www.mayan.co website: https://www.mayan.co/blog/what-you-need-to-know-about-amazon-product-rank

How to make online product rankings more trustworthy. (n.d.). Retrieved June 22, 2022, from MIT Sloan website: https://mitsloan.mit.edu/experts/how-to-make-online-product-rankings-more-trustworthy

Product Ranking. (n.d.). Retrieved June 22, 2022, from www.mozu.com website: https://www.mozu.com/docs/guides/marketing/product-ranking.htm

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store