Two small steps that can make a big difference
To kick off, these two tips are easy to apply and offer incentives that are definitely worth a double check of your current feed information:
#1 Your feed should match the language and currency of your target market
In order to rank high in the internal search on a local Stylight site, and to make your products findable for the customer, it is important to provide your product data (and therefore the important search keywords) in the target market’s language. English feed information does the job, but language and currency localization can create an essential advantage.
#2 Pay attention to the non-mandatory fields as well
While setting up your Stylight feed, you will recognize some mandatory fields such as product availability, category, size, description, or item group ID. Without these key fields, your product feed will be rejected.
Additionally, there is some product data that counts as “nice to have” but not absolutely necessary: sales price, CPC bidding values for different devices, or voucher codes, are some examples. In the long run, these bits of information can improve the visibility of your product listings and help you get ahead of your competition. What a lot of merchants are not aware of: Offering a voucher code even grants you a spot on the Stylight club site where your promotion places your brand even more in the spotlight.
5 steps to optimize your product catalog
Ultimately, you want to create your ‘perfect catalog’, consisting of only those products that will perform well and attract the right target audience on Stylight. Feed optimization with a feed management tool can offer some useful ways to dynamically perfect this catalog before you activate it. Based on if-then-rules, your imported product data feed can be enriched, optimized, and filtered to result in a Stylight feed that matches the platform specifications and includes the items that really ‘make sense’ for you to display. The following best practices can help you to take full control of your product data and make the most of your listings on Stylight.
#1 Have a safety net.
Glitches can appear in every data feed. But since all rules in feed management work in sequence (every new rule applies to the set of products that is still left after the preceding one), setting up a “safety net” with your very first rule won’t let these glitches affect your Stylight catalog. Within this first rule, you want to exclude items from your feed that, for example, have the value 0 in their price field, an empty image link, or a stock below 1. Apart from that, every merchant has individual specifications and may want to generally exclude certain brands or product categories before optimizing any other product information.
#2 Map your fields for a smooth integration.
The names of the product data fields in your original feed may not always match the names required in the Stylight feed template. Often, the mandatory Stylight field “name” appears as “title” in data imports, resulting in an error message when you want to activate your feed. Instead of manually changing this information, you can systematically map the field “title” with the Stylight field “name”, effective for all products in your catalog.
#3 Exclude marginal sizes.
Sometimes, a product is so popular that the most demanded sizes sell out on a regular basis. We advise you to have at least 2-3 sizes available, especially when it comes to shoes, in order to avoid disappointed customers and too many clicks on your ads that won’t result in transactions. Within the process of feed optimization, you have the option to exclude a product from your catalog as soon as only marginal sizes are left. When the more popular sizes are restocked, the item will automatically appear back in your listing.
#4 Filter products that attract interest, but are unlikely to sell.
There are several reasons why certain products just won’t sell on Stylight. For instance, you have a handful of products in your feed that exceed your usual price range, or you might want to exclude some items for a certain time or season. Based on any information given in your feed, you can set up rules that will automatically filter those products from your final Stylight catalog and improve your CPC strategy.
#5 Work with your performance insights.
Learning from the performance of your products on Stylight enables you to make smart decisions for further listings. For instance, you might want to offer promotions for items with a low conversion rate (with a CR threshold that is up to your definition) or exclude items that don’t meet your revenue goals. The integration of analytical insights, e.g. via Google Analytics, allows the use of performance based rules. In this extra set of rules, information about bounce rate, revenue, sessions or transactions can be used to define smart actions on the product level.
The feed management insights given in this guide are based on the functionalities of the feed management and PPC tool Channable. Any rule-based options and integrations may vary between tool providers. Among the connections to a variety of eCommerce platforms is a direct integration of the Stylight feed template. In line with Stylight’s merchant communication, Channable provides multinational customer support, assisting with any technical questions concerning the setup and maintenance of the optimal Stylight feed.