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Sofia Kondrat - Talented Content Manager At Gepard PIM
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Sofia Kondrat
Content Manager at Gepard
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Cyril Dorogan Gepard PIM E-Commerce Consultant
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Product Feed Optimization Trends: Driving Revenue and Sales

7 min read
Published: July 31, 2023
Updated: October 10, 2023

The competition in the online market is tighter than ever. With almost 2.64 billion digital shoppers worldwide in 2023, many businesses have started selling their goods online. As a result, more competitors are vying for your customer’s attention. It is high time you focus on your product feed optimization, so your commodities can stand out from the rest.

A product feed contains all information about your items. Online marketing channels like Amazon, Google, and Facebook use this information to display your products in their listings or serve your ads to the right audience. A fully optimized feed means your goods can appear more during customer searches.
With that, here are some trends on how you can optimize your product feed for increased revenue and sales.

What Is Product Feed Optimization?

Product feed optimization refers to the process of enhancing and structuring product data in a way that improves its visibility and performance in online marketplaces or comparison shopping engines. By optimizing feeds, businesses can increase their chances of reaching relevant customers and driving more conversions.
  • High-quality visual content

Did you know that 50% of online shoppers said that images helped them decide what to buy, and 75% of online shoppers decide to do a purchase based on product photos? These numbers show the importance of using quality visual content.

Firstly, it captures the attention of potential customers, increasing the likelihood of engagement and click-through rates. Secondly, visually appealing content creates a positive impression of the product and brand, fostering trust and credibility among shoppers. Thirdly, it allows customers to make informed purchasing decisions by providing them with a clear representation of the product’s features and benefits. In addition, in competitive marketplaces, high-quality visuals can set goods apart from competitors, driving higher conversion rates. Lastly, with the growing trend of mobile shopping, visually optimized content ensures a seamless and enjoyable experience for users on various devices, leading to increased customer satisfaction.

  • Enhanced structured data

Enhanced structured data, also known as schema markup, is a form of metadata that provides search engines with more detailed and structured information about web content, including product data. It helps search engines understand the context and meaning of the content, leading to more relevant and informative search results for users.

For feed optimization, schema markup plays a vital role in making product information more accessible and appealing to search engines. By incorporating specific schema tags into the HTML code of a website or feed, businesses can communicate essential details about their goods in a standardized format that search engines can easily interpret.

To implement enhanced structured data for product feed optimization, businesses need to follow the guidelines provided by schema.org, which is a collaborative project between major search engines like Google, Microsoft, Yahoo, and Yandex. Utilizing schema markup properly can significantly enhance the visibility and performance of product listings in search engine results, leading to higher traffic and potential conversions.

  • Hyper personalization

Hyper personalization is a practice of delivering highly tailored and individualized recommendations to each user based on their unique preferences, behavior, and demographics. It goes beyond traditional personalization by using advanced data analysis techniques, such as machine learning and artificial intelligence, to create a more granular and accurate understanding of each customer.

Hyper personalization enhances the user experience, increases customer engagement, and boosts conversion rates. When implemented effectively, it can strengthen customer loyalty and drive long-term business growth by making customers feel valued and understood.

However, it requires robust data analytics capabilities, sophisticated algorithms, and a thorough understanding of customer preferences and behaviors. As technology advances and data processing capabilities improve, hyper personalization becomes an increasingly important aspect of feed optimization.

  • Dynamic remarketing

Dynamic remarketing is a highly effective digital advertising strategy that targets users who have previously interacted with your website or mobile app. It goes beyond traditional remarketing by showing personalized ads featuring specific items or services that users have shown interest in during their past visits.

To implement dynamic remarketing, a tracking code is integrated into your site, collecting data on user behavior and interactions. This data is then matched with a product feed containing information about the goods you want to advertise. When a user visits your site, the ad platform dynamically generates and displays ads showcasing the items they viewed or added to their cart, increasing the relevance of the ads and the chances of driving them back for a conversion.

Dynamic remarketing is an excellent way to re-engage potential customers, boost brand recall, and improve conversion rates, as it leverages personalized content to target users with products they are more likely to be interested in.

  • Real-time updates

Real-time updates refer to the continuous and immediate synchronization of product information across various marketing channels, websites, and platforms. Rather than relying on periodic updates or batch processing, real-time updates ensure that product inventory, prices, availability, and other relevant details are instantly reflected to customers and advertisers. This dynamic approach allows businesses to provide accurate and up-to-date information to potential buyers, creating a seamless and trustworthy shopping experience.

Real-time updates are particularly crucial for fast-paced industries, time-sensitive promotions, and businesses with frequently changing product data. By implementing real-time updates, companies can avoid displaying out-of-stock items, incorrect pricing, or outdated product information, which can lead to dissatisfied customers and lost sales. Additionally, real-time updates enable businesses to respond quickly to market changes, adapt to customer demands, and capitalize on emerging opportunities, making it a vital aspect of modern product feed optimization strategies.

  • Voice search optimization

This practice involves tailoring your online content and digital presence to be easily discoverable and relevant to voice search queries. As voice-activated devices like smartphones, smart speakers, and virtual assistants become increasingly popular, more users are turning to voice search to find information, products, and services. Voice search optimization aims to adapt your website, content, and marketing strategies to cater to these voice-based search queries effectively.

By adapting your digital presence to voice search, you can enhance your online visibility, connect with more users, and stay ahead in an increasingly voice-driven digital landscape. Voice search optimization is an essential aspect of modern SEO and digital marketing strategies, ensuring your business is well-positioned to capture the growing market of voice search users.

  • AI-powered automation

AI-powered automation plays a significant role in product feed optimization trends, enhancing the efficiency and effectiveness of managing and optimizing product feeds for online retailers and eCommerce businesses.

By integrating AI-powered automation into product feed optimization, businesses can achieve more efficient and targeted marketing efforts, improved customer experiences, and better overall campaign performance. The ability to automate various aspects of feed management allows businesses to focus on strategic planning, customer engagement, and other high-value tasks that can drive growth and success in the competitive eCommerce landscape.

  • Multichannel syndication

Multichannel syndication is the process of distributing and synchronizing product feeds across multiple online marketing channels and platforms. It involves ensuring that product information, including titles, descriptions, prices, and images, is accurately and consistently represented on various eCommerce marketplaces, comparison shopping engines, social media platforms, and other advertising channels. Multichannel syndication is a crucial strategy for eCommerce businesses to reach a broader audience and increase the visibility of their goods.

With multichannel syndication, businesses can maximize their online presence and tap into diverse customer segments. By listing itemss on popular marketplaces like Amazon, eBay, and Google Shopping, as well as social media platforms like Facebook and Instagram, different eCommerce platforms businesses can reach potential customers at different stages of the buying journey. Furthermore, syndicating product feeds across multiple channels allows businesses to adapt their strategies based on the unique characteristics of each platform, tailoring content and promotions to suit specific audience preferences.

However, to implement successful multichannel syndication, businesses must employ proper data management practices, utilize standardized data formats like Google Shopping feeds or XML, and leverage automation tools to ensure timely and accurate updates across all channels.

  • Shoppable Posts

Shoppable posts are a rising trend in product feed optimization, especially within the realm of social media marketing. Shoppable posts allow businesses to tag their items directly within their social media posts, enabling users to make purchases seamlessly without leaving the platform. By integrating product information, images, and pricing within the post itself, shoppable posts eliminate the need for customers to navigate to a separate website, streamlining the buying process and reducing friction in the customer journey.

The appeal of shoppable posts lies in their ability to turn social media platforms into interactive and immersive shopping experiences. For instance, on Instagram, businesses can tag products in their posts, and when users click on the tags, they are taken to a product page where they can view more details and complete the purchase. This streamlined approach to shopping enhances customer engagement and significantly reduces the chances of cart abandonment since users can quickly move from discovery to purchase within a few clicks.

As more and more users spend time on social media platforms, shoppable posts present a valuable opportunity for businesses to capitalize on their existing following and convert social media engagement into direct sales. Additionally, the data generated from shoppable posts can provide businesses with valuable insights into customer behavior, preferences, and popular items, enabling them to fine-tune their marketing strategies and product offerings for better performance.

  • Customer reviews

Customer reviews and ratings play a crucial role in feed optimization, as they significantly influence consumer purchasing decisions. Modern online shoppers heavily rely on customer reviews and ratings to assess the quality and credibility of products before making a purchase. Positive reviews and high ratings act as social proof, instilling trust in potential buyers and encouraging them to proceed with their purchase. On the other hand, negative reviews can deter potential customers, highlighting potential issues and drawbacks that may affect their buying decision. As a result, businesses must actively manage and leverage customer reviews and ratings as part of their product feed optimization strategies.

To optimize product feeds effectively, businesses should actively encourage and respond to customer reviews. This involves providing excellent customer service, promptly addressing any issues or concerns raised in reviews, and encouraging satisfied customers to share their experiences. Positive reviews can be highlighted in feeds and used in marketing materials to boost consumer confidence.

Moreover, incorporating user-generated content, such as customer photos and videos, can further enhance product authenticity and credibility. By actively managing customer reviews and ratings, businesses can create a positive online reputation, attract new customers, and foster brand loyalty, all of which contribute to improved feed optimization and overall business success.

Conclusion

In conclusion, product feed optimization is a very important aspect to meet the demands of the dynamic digital landscape, where consumers expect seamless shopping experiences and personalized interactions. Businesses that leverage the latest trends and technologies, such as hyper personalization, AI-powered automation, and PIM systems, will be well-equipped to meet consumer expectations and stand out in the competitive marketplace. By providing relevant, accurate, and personalized product information, these businesses will not only drive revenue and sales but also foster lasting customer relationships, establishing themselves as leaders in the ever-evolving world of digital commerce.

Book a free personalized PIM software demo to speed up product feed optimization and be one step ahead of competitors.

Sofia Kondrat - Talented Content Manager At Gepard PIM
Written by Sofia Kondrat
Content Manager at Gepard
Sofiia Kondrat is an experienced content writer and content manager, passionate about creating high-quality, engaging content that resonates with readers. With a keen eye for detail and a deep understanding of industry trends, Sofiia is dedicated to producing informative, well-researched content that helps businesses stay ahead of the curve. When she's not writing, you can find her doing music & singing, exploring the great outdoors, or planning her next travel adventure.

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