Cross-border ecommerce has grown substantially in the last decade with estimates putting the value of B2C cross border online sales in at $785 billion worldwide in 2021. This means that more users than ever before have the potential to make purchases from countries outside of your core market. Knowing that you offer “worldwide shipping” can help users to convert.
To prepare for traffic from global users:
Review international SEO implementation.
Confirm that your payment portals and currencies can support your target markets.
Localize translated campaign landing pages and copy for maximum impact and value.
Update T&Cs to reflect additional payment portals and other logistical partners – this can form part of your website’s EEAT profile for ecommerce.
Update on-page SEO and CTAs to reflect global shipping and delivery options.
5. AI QA for On-Page Seasonal Updates
AI provides powerful capabilities for generating content at scale and will play a crucial role in BFCM 2024 – it’s already everywhere.
Platforms like Wix Studio have built in AI product descriptions, Google Merchant Center have introduced AI product image enhancers, and Amazon Sellers can use AI to help enhance their listing. In daily use, AI offers significant efficiencies, and adapting product descriptions for seasonality is one ideal application. However, it’s crucial to maintain content quality throughout the process.
Audit your AI generated product copy to ensure that your copy is distinct and helpful to users. Product pages should have unique copy and product descriptions should accurately reflect the product being sold. When generating at scale, the auditing process becomes particularly crucial.
6. Google Merchant Feed Status
Google is prioritizing Shopping results in the SERPs, and with over 30 updates to Google Merchant Center, an optimized product feed is key for visibility. Improving the quality of your feed, the product attributes, and identifiers can make a significant difference to the impact of your results for paid and organic search. Changes to product rich results, product categories, and Google Merchant Center can impact what should be featured and highlighted within the product feed. It is worth taking a moment to review your key product listings to ensure they present the most effective information ahead of the big Q4 push.
Review your feed to:
Remove out-of-season, out-of-stock or low margin products.
Align with the latest guidelines for required product attributes for your inventory.
Update structured data to support and/or supplement product feed data.
Address any invalid products listings.
7. Marketplace Listings Optimizations
As major retailers increasingly adopt the marketplace model to feature third-party products, consumers have come to expect brands to offer a diverse range of items from external sellers.
While the marketplaces have been adopted by high profile online retailers like Walmart, ASOS, and other major players, this option is not limited only to enterprise level teams. Integration and apps make it easier than ever to sell your products on new markets and list others on your site to fill product gaps.
If you are listing content from third-party sellers on your website, you should audit this content for accuracy and ensure that the product description is optimized to a similar standard of your own product listings. This is important for building trust with your users and for showcasing the product in the best light.
For sellers listing on marketplaces, consistency of imagery can help users discover more about your product via visual search. This means that the quality of your product imagery should play a role in part of your listings audits. As well as ensuring compatibility with marketplace requirements, review copy for key products to include keywords, USPs and relevant attributes.
Want to learn more about how you can improve your site for ecommerce? Join the webinar on Tuesday, October 29.
Image Credits
Featured Image: Image by Shutterstock. Used with permission.
In-Post Images: Images by Wix Studio. Used with permission.