The Back to School season is one of the biggest shopping events of the year, and 2021 is set to be one of the biggest in recent years. Overall back-to-school spending is up 16% year over year to $32.5 billion, with 49% of shoppers planning to buy online (up from 44% in 2020).¹
To get the most out of this wave of back-to-school shoppers, it’s important to set your ecommerce items up for success. There are many ways you can drive traffic and conversion to your item pages—let’s take a look at some of the best ways to ensure your items succeed this season:
Ensure Your Items are Discoverable
To sell items to back-to-school shoppers on Walmart.com, shoppers have to find your item first! If you’re not showing up in search results for top keywords, you’re missing out on the chance for most shoppers to add your item to their cart.
Walmart’s search engine uses Content Quality Scores to determine what pages are eligible to show up in high search positions. (Walmart uses Listing Quality Scores for Marketplace items.)
You can improve your Content Quality Score by following Walmart’s Style Guidelines and ensuring your product’s attributes and specifications are filled out completely and accurately. This will also let more people find you through Walmart.com’s sorting and filtering options!
Add Enhanced Content to Convert Shoppers
On Walmart.com, “enhanced content” is anything that goes above and beyond basic content like title, basic images, and product descriptions. Enhanced content like video and feature sets (called A+ Content on Amazon.com) is a great way to get shoppers to spend more time on your page and get the information they need to click Add to cart.
For some Walmart.com categories, adding enhanced content can even improve your Content Quality Scores and make your item pages more discoverable! If your brand has marketing images or video assets available, adding enhanced content to your Walmart.com pages can be an easy way to earn increased traffic, time on page, and sales.
Promote Your Pages with Sponsored Product Campaigns
It’s essential to set your pages up to appear in search results, but most ecommerce professionals know that organic search is really only half of the story. Setting your item’s search rank with paid advertisements is a great way to get in front of more shoppers and drive traffic to your item page.
Suppliers can run PPC ads on Walmart.com through Walmart Connect, the retailer’s media and advertising arm. Managing successful ad campaigns can be meticulous work, but can quickly bring significant search rank and traffic increases to your item pages.
SKU Ninja’s Ad Manager tool lets you use top-of-the-line PPC ad management software right from your SKU Ninja dashboard. We even offer managed advertising services to accelerate your advertising by tapping in to our team of Walmart ad experts!
1: https://www2.deloitte.com/content/dam/insights/articles/7192_cii_back-to-school-interactive/DI_Back-to-school-survey.pdf
Get Everything Your Item Pages Need with SKU Ninja
Do you need some help getting your item pages ready for Back to School Season and beyond? Then you’re ready for SKU Ninja! SKU Ninja is an all-in-one ecommerce software platform made for Walmart.com sellers and suppliers. Created by Walmart eCommerce experts with years and years of experience selling items on Walmart.com, SKU Ninja has 15+ online tools tailor-made for the challenges Walmart sellers face every day.
You don’t have to navigate the world of Walmart eCommerce alone! SKU Ninja + WhyteSpyder is a Walmart Connected Content Partner that’s here to help you succeed on Walmart.com. All SKU Ninja users get free training and round-the-clock access to our fast and responsive helpdesk.
Want to see what SKU Ninja can do for your items? Get a demo! You can talk to our team by emailing info@whytespyder.com or filling out our contact form. We’ll get in touch to learn more about your Walmart business and schedule a demonstration of SKU Ninja’s tools with a member of our Solutions team.
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