Product Feed Optimisation for
ECU
Make your feed work better for you
on Easy Content Units
It Pays to Have a Good Feed
You have gone to the expense of creating a feed, make sure
you get as best an ROI as possible
...
Why Optimise Your Feed?
Simple:
You need to make sure your products are
selected to appear on affiliate web sites.
 Can t...
Essential Fields
ECU doesn’t ask for too many fields for you to appear
Essential
Product ID Product Name Price URL Image U...
Product ID
Unique number that you use to specify the
product
Some merchants call this their SKU
Where it’s not availabl...
Product Name
Important that this is as optimised as possible as
our search utilises this field.
Tips:
Include Style/Model
...
Product Name
Case Studies
Duo Boots via Linkshare
Current Feed Example: Damask
Optimised: Damask Brown Full Length Boots
S...
Price
Correctly formatted
Right currency for your program
Up to date
Prices that are not updated reflect poorly on your...
URL
Deep link must work and resolve to the correct
product page.
Particular attention should be made when you
update your ...
Image URL
Must Resolve to Correct Image URL
Again make sure this is addressed when sites are
upgraded
We like to use as la...
Category
Where possible we use your own categories as
long as they are included in the feed.
The categories you include sh...
Description
Add as much detail to the description as you
can.
Some affiliates like to add this as content on
their sites, ...
Availability
Most networks have an availability field
This should be used so that you can include all
your products in the...
Brand
We offer various filters for products, this is one.
Including it with in your feed will help affiliates
narrow down ...
RRP
Can also be PriceWas, Old Price as well as RRP
We will be adding functionality to include this
information, so that af...
Delivery Charge
We are adding this information as an extra for
affiliates, so they can show the true costs of
items.
All d...
EAN/ISBN/UPC
EAN – European Article Number
ISBN – for books
UPC – Universal Product Code
We are adding functionality for p...
Formats
We can work with most feed types:
CSV
XML
TSV
RSS
Preferably through an Affiliate Network, though
we can work with...
ECU Data Sheet
Why optimise for ECU?
 Well we have close to 2500 affiliate members
• Many will not be on your program
• M...
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Product feed optimisation for ecu

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Product feed optimisation for ecu

  1. 1. Product Feed Optimisation for ECU Make your feed work better for you on Easy Content Units
  2. 2. It Pays to Have a Good Feed You 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?
  3. 3. 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.
  4. 4. Essential Fields ECU doesn’t ask for too many fields for you to appear Essential Product ID Product Name Price URL Image URL Complete Category Description Availability Brand Ultimate RRP Delivery Charge EAN/ISBN/UPC Other fields such as size/colour etc are important to many other sites, but it’s not something which we are utilising at the moment.
  5. 5. Product ID Unique number that you use to specify the product Some merchants call this their SKU Where it’s not available we select the Network’s Product ID – though this is not always reliable
  6. 6. Product Name Important that this is as optimised as possible as our search utilises this field. Tips: Include Style/Model Include Product Type Include Colour
  7. 7. Product Name Case Studies Duo Boots via Linkshare Current Feed Example: Damask Optimised: Damask Brown Full Length Boots Strangely 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.
  8. 8. Price Correctly formatted Right currency for your program Up to date Prices 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
  9. 9. URL Deep 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
  10. 10. Image URL Must Resolve to Correct Image URL Again make sure this is addressed when sites are upgraded We like to use as large an image as available certainly 400x400 is great for fashion sites Try to reduce borders, backgrounds and watermarks for images as these tend not to be compatible with most site/unit designs
  11. 11. Category Where 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 find Remove any category structuring from the field, as this doesn’t help us.
  12. 12. Description Add 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
  13. 13. Availability Most networks have an availability field This should be used so that you can include all your products in the feed, those out of stock can be identified in the availability field This enables affiliates to show thorough listing for price comparisons etc.
  14. 14. Brand We 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.
  15. 15. RRP Can also be PriceWas, Old Price as well as RRP We will be adding functionality to include this information, so that affiliates can show the discounted price and highlight the savings
  16. 16. Delivery Charge We 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.
  17. 17. EAN/ISBN/UPC EAN – European Article Number ISBN – for books UPC – Universal Product Code We are adding functionality for price comparators to search on this value. Make sure you are included in the results by including this information
  18. 18. Formats We can work with most feed types: CSV XML TSV RSS Preferably through an Affiliate Network, though we can work with independent programs
  19. 19. ECU Data Sheet Why 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

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