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8 Ways to Improve Your Walmart Organic CTR

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As an online seller, you know the importance of regular and high volumes of traffic visiting your product pages. When it comes to online searches, everyone fights for the top spots. Why? First-page search results receive 91.5% of clicks. You want to be visible to anyone and everyone searching for your products (or products like yours).

Organic CTR is incredibly important to your eCommerce business for a number of reasons. First, a high organic CTR means that your product is leading the pack in search results. Secondly, it’s not costing you money to attract traffic to your page which means you’re not cutting into your profits. Finally, the higher your organic CTR, the better your ranking on search results pages.

Before you create page listings on your Walmart seller account, it’s important read through their guidelines. Their guidelines are easy to understand and should never be ignored because they play a significant role in the organic rankings.

Since Search Engine Optimization (SEO) applies any time an algorithm is at play, Walmart SEO is its own beast and you must optimize your listing to reach top search result ranking and improve your organic CTR. Here’s how.

1. Make your product title informative, clear, and concise

On Walmart Marketplace, optimal product titles are between 50 and 75 characters in length, which is great for readability. Product titles exceeding 75 characters in length may lose out in ranking higher on search results.

To keep your product listing title concise but also informative, try using this formula to come up with the ideal title every time: {Brand + Clothing Size Group + Defining Quality + Item Name + Style + Pack Count}

Some other best practices on title creation include:

  • Come up with a creative name for your product – something not used by other sellers. Unique product name improves ranking.
  • Avoid special characters or symbols.
  • Include good attributes about your product. For example, “Maybelline Superstay® Ink Crayon Long-Lasting Lip Color.” Here, the words “long-lasting” are a good attribute that will boost ranking.

2. Use keywords the right way

When it comes to keyword usage, it can be tempting to turn your content into keyword soup. Search for keywords that could be associated with your product and choose those most closely associated with your product and its attributes. Keywords can include the brand name, product type, color, size, or activity use (if applicable).

3. Write strong descriptions in every listing description space

You have your shelf description, your short description, and your long description. While it might be tempting to copy and paste your way through, understanding how each description can be optimized and how it plays into your product listing will help you land among the top search results and – most importantly – draw customers to your listing page.

Highlight three to five benefits in your “shelf description” without repeating your product title. Use bullet points to keep the information short but eye-catching and easy to understand.

Your “short description” will appear either above or below the “shelf description” and is a small paragraph of about 150 words. Use this space to describe your product in an appealing way by building a keyword-rich, well-crafted summary of your product in a conversational tone.

In your “long description”, you can write up to 300 words to describe your product in greater detail. It’s advisable to use synonyms for your product in this space (for example, if selling a sweater include words like “cardigan”, “jumper”, or “sweatshirt” depending on your region).

Always pay close attention to grammar and spelling, incorporate the brand name, product name, and potential keywords to help you outrank competitors.

4. Include product attributes

When writing descriptions, be sure to include product attributes – such as “long-lasting” when listing a lipstick or “waterproof” for jackets. Product attributes can also include pack size, color, gender-specific styling or sizing (men’s vs. women’s; adult vs. child).

These attributes are often used to filter search results and leaving them out could mean disappearing from view when shoppers filter for a specific attributes, like a “men’s winter jacket”.

5. Use high-quality images

The saying “A picture is worth a thousand words” is never more true than when it comes to buying online. Add attractive and high-quality images to your product listing to build authenticity. But don’t stop at one – include three or more photos of your product to increase conversion rates and boost the likelihood of purchase.

Each image you use should abide by the Trust & Safety Standards set by Walmart. This is especially important in listings for books, CDs, videos, or DVDs/Blu-Rays. Nude photos or anything similar should be removed.

  • Keep image backgrounds white
  • Try to use professionally shot, well-lit images whenever possible
  • Remove watermarks, logos, graphics, texts, or overlays – keep your images simple and original

6. Commit to customer satisfaction to receive positive reviews

Customer reviews play a role in ranking on Walmart, too, and we all know customers can make or break your business. Positive reviews help improve your ranking but, more importantly, they play a key role in building credibility and trust in your product. Don’t be afraid to ask customers to leave a positive review after purchasing your products, and be sure to reach out to any unsatisfied customers to address their concerns promptly.

The easiest way to keep your customers happy is to deliver the product they’ve ordered in the condition they expect on-time.

7. Offer 2-day delivery

2-day delivery will do more than just entice shoppers to choose your product over competitors: it will improve your product listing rank in search results. When filtering results, the “two-day shipping” filter removes as many as 98% of the listings, meaning your product will no longer be competing with a monumental number of products.

8. Keep your pricing competitive

You’ve written a stellar description and your product listing is almost complete. Now it’s time to add your price – the key factor that decides if your product is ranked high or not. Since Walmart’s vision is “to provide products at the most affordable prices to the customers”, it’s no surprise that the lowest priced items rank top of the search page.

Don’t race to the bottom on pricing, but make sure your pricing is highly competitive with similar products available.

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