If you sell products online, you most likely use product data feeds to drive customer acquisition—for everything from pay-per-click campaigns and comparison shopping to affiliate programs and online marketplaces. Data feeds are a cornerstone of many online marketing programs and optimizing them is a key way to drive visibility, return on ad spend, and conversions.
Our new partner, GoDataFeed, is one of the industry’s leading product feed performance platforms, trusted by thousands of retailers, including Pier One, Wine.com, RiteAid.com, Hammacher Schlemmer, and more. GoDataFeed’s service is easy to use—made even easier now with the launch of GodataFeed's pre-built Oracle Commerce Cloud integration available in our Cloud Marketplace.
In the latest in our Get to Know series, GoDataFeed tells us the common mistakes merchants make with their data feeds, tips for using data feeds internationally, and new features and trends. Read on to get the insights!
1. Tell us about GoDataFeed—what services do you offer and what makes GoDataFeed such a powerful data feed management and distribution tool?
GoDataFeed enables rich and accurate product information to be integrated into a vast array of online channels, ensuring that consumers can find exactly what they are looking for and helping online retailers boost sales, drive engagement, and scale their business.
The ecommerce landscape is evolving and becoming more fragmented and complex as consumers are using a myriad of channels across devices to search for, compare, purchase, and discover products through online marketplaces, shopping engines, social networks, affiliate networks, retargeting platforms, and international channels.
The rapid pace of innovation in ecommerce has opened a significant gap between the in-house resources of merchants and the increasing requirements of online channels to demand high quality data.
For over a decade, GoDataFeed has worked with thousands of retailers and brands helping them succeed across the channels by offering a comprehensive toolset combined with an industry leading support team to optimize their product feeds, automate time-consuming processes, and measure performance across channels like Amazon, Google, Facebook, Walmart, Ebay, Polyvore, Bing and 200+ others.
2. How do you help merchants drive conversions?
Over the years, we have learned that product content is the single most influential element in driving conversions, a high-quality data feed with complete and accurate data makes your products more relevant and will drive engagement, increase reach, and delight shoppers.
GoDataFeed provides merchants with essential and advanced features to create a product feed. Some common ones include product filters, business rules, text replacement, multiple data sources, feed validation reports, numeric functions, custom feeds, scheduling, concatenate fields, variation support, marketplace order management, and many more.
Adding new channels is also seamless using our preset integrations with over 200 channels to choose from, ensuring that merchants have the right products on the right channels, expanding engagement and conversions.
3. What common mistakes do merchants make with their data feeds and what would you recommend they do to optimize them?
Price and Availability are two critical attributes that need to be accurate. When they are not synced with a merchant’s online catalog, this can lead to a multitude of problems, such as overselling and bad customer experience, resulting in removal of those items or even account suspension. We recommend merchants update their price/availability fields multiple times a day and we have clients who have a light inventory across many channels that will update hourly.
Images are the most prominent element in a listing and can be a differentiator to stand out from the competition. We still see issues where images are too small, have a logo, watermark or promotional text, or the Image URL is broken. We recommend images are at least 1000 pixels in height and width and are free of watermarks. We also recommend adding additional images from alternate views and angles.
Product titles provide merchants with an opportunity to distinguish their offering and a great title should be clear and descriptive at first sight. We still frequently see merchants listing the title they have on their website and that is typically not ideal for product feeds. We recommend using the full character limit and including any attribute that will differentiate your product. For example, “Ralph Lauren Pleated Cocktail Dress – Black 8” -- notice how it includes brand, style, product type, color and size attributes. This will result in a higher conversion rate and limit the amount of clicks that do not convert.
4. Can you share any cool new features or initiatives you’re working on?
We are constantly adding features to help merchants compete, some of our recent releases include:
Walmart Marketplace support went live late last year and GoDataFeed is an official integration partner with support for all the features, including product listing, price and inventory management and order management.
Enhanced analytics and reporting features with more insights into performance metrics, ensuring merchants have a clear picture of their winners, and losers and merchants can automate some key actions such as suppressing underperforming products.
For Amazon marketplace, we added ASIN lookup feature that will match a Universal Product Code (UPC) with Amazons Standard Identification Number (ASIN) that helps list products faster and prevents mismatching errors.
5. What key trends and opportunities are you seeing in the industry?
Mobile Commerce will continue to grow, according to a recent report, nearly 55% of all web traffic is on mobile, and 75% of in-store shoppers use their mobile devices when shopping. It is expected that by the end of 2017, mobile will account for 60% of ecommerce traffic. Mobile conversion rates are still not close to those on desktop, due to poor mobile checkout experiences, but with better responsive sites coming out and more powerful smartphones, the gap should continue to close. We recommend that merchants start to think of mobile first and ensure they invest in a great mobile user experience.
Marketplaces continue to evolve and grow, a recent industry report cited that one out of every two dollars spent online goes to Amazon and over 50% of initial product searches start on Amazon. The marketplace landscape also changed last year with Walmart opening their marketplace to third party sellers and acquiring Jet. Some smaller marketplaces are focusing on specific categories, like Houzz for the interior design and furniture vertical. Marketplaces offer a great opportunity for merchants to compete and can contribute significantly to their bottom line.
6. For global retailers with data feeds in multiple languages and currencies, are there any specific tactics they should consider?
Merchants looking to sell into international markets should have a good understanding of the cultural elements beyond just the translation and currency conversion. Some points they should think of include how they will communicate with those customers, how they will handle returns, which payment methods they need to support, shipping, tax, and duty considerations, and country-specific laws and regulations. Going through a marketplace like Amazon can help simplify that process and merchants should clearly define their policies in the local language.
7. How can our customers take advantage of your turnkey Oracle Commerce Cloud GoDataFeed integration?
Visit the GoDataFeed page in the Oracle Cloud Marketplace to learn more about GoDataFeed, our Oracle Commerce Cloud integration, and how to get started with us!