Product feed optimisation for ecuPresentation Transcript
Product Feed Optimisation for ECU Make your feed work better for you on Easy Content Units
It Pays to Have a Good FeedYou have gone to the expense of creating a feed, make sure you get as best an ROI as possible Good data feeds should convert really well• Our members see an impression to click ratio of around 10%• A Click to Sale ratio of around 10% Good data feeds account for up to 30% of all your affiliate traffic Poor data feeds can send only 5% of your traffic, how much are you getting? And Why?
Why Optimise Your Feed?Simple:You need to make sure your products are selected to appear on affiliate web sites. Can they be found? Are they correct? Does the image work?Are common reasons why affiliates do not choose your products in ECU.
Essential FieldsECU doesn’t ask for too many fields for you to appearEssentialProduct ID Product Name Price URL Image URLCompleteCategory Description Availability BrandUltimateRRP Delivery EAN/ISBN/UPC ChargeOther fields such as size/colour etc are important to many other sites, but it’s not something which we are utilising at the moment.
Product IDUnique number that you use to specify the productSome merchants call this their SKUWhere it’s not available we select the Network’s Product ID – though this is not always reliable
Product NameImportant that this is as optimised as possible as our search utilises this field.Tips:Include Style/ModelInclude Product TypeInclude Colour
Product Name Case StudiesDuo Boots via LinkshareCurrent Feed Example: DamaskOptimised: Damask Brown Full Length BootsStrangely their site has Damask Brown Boots in their title, so is optimised, why is the feed not?Affiliates cannot find their products easily, so they are not included on lots of units.
Price Correctly formatted Right currency for your program Up to datePrices that are not updated reflect poorly on your brand, as well as the site they appear on ECU update prices daily, the minimum that is acceptable
URLDeep link must work and resolve to the correct product page.Particular attention should be made when you update your website, the data feed must also be updated.Dead links and those which go to your home page reduce conversion rates and harm your brand
Image URLMust Resolve to Correct Image URLAgain make sure this is addressed when sites are upgradedWe like to use as large an image as available certainly 400x400 is great for fashion sitesTry to reduce borders, backgrounds and watermarks for images as these tend not to be compatible with most site/unit designs
CategoryWhere possible we use your own categories as long as they are included in the feed.The categories you include should be those which make up your site’s own navigation, as this will make the products easy for affiliates to findRemove any category structuring from the field, as this doesn’t help us.
DescriptionAdd as much detail to the description as you can.Some affiliates like to add this as content on their sites, so best practice could be to have a description solely for use on the data feed.The first 50 words should include the key information, with any thing else added
AvailabilityMost networks have an availability fieldThis should be used so that you can include all your products in the feed, those out of stock can be identified in the availability fieldThis enables affiliates to show thorough listing for price comparisons etc.
BrandWe offer various filters for products, this is one. Including it with in your feed will help affiliates narrow down your products.Fashion affiliates particularly like to write content about brands, using ‘Random’ ECUs to offer their visitors a selection of the available products.
RRPCan also be PriceWas, Old Price as well as RRPWe will be adding functionality to include this information, so that affiliates can show the discounted price and highlight the savings
Delivery ChargeWe are adding this information as an extra for affiliates, so they can show the true costs of items.All delivery options can be included with most networks, check first, if in doubt, add the basic postage costs only.
EAN/ISBN/UPCEAN – European Article NumberISBN – for booksUPC – Universal Product CodeWe are adding functionality for price comparators to search on this value.Make sure you are included in the results by including this information
FormatsWe can work with most feed types:CSVXMLTSVRSSPreferably through an Affiliate Network, though we can work with independent programs
ECU Data SheetWhy optimise for ECU? Well we have close to 2500 affiliate members• Many will not be on your program• Many will not have considered including you in their efforts Most are ‘Content’ affiliates• Your products can appear on long tail and niche sites• You can be included in Price comparison• ECU enables content writers to easily include products within their content• No technical knowledge is required We drive over half a million clicks each month Our units are shown over 5 millions times each month