Product Feed Optimisation: An Ultimate Checklist to Drive Traffic, Clicks & Conversions

Product feed optimisation is all about fine-tuning and refining your product data by assigning detailed information to ensure it gets noticed and drives conversions. A well-optimised product feed is the backbone of a successful e-commerce campaign, helping your products shine in search results and catch the eyes of potential buyers.

Why does it matter?

• Enhances user experience: Accurate product info (titles, descriptions, images) helps shoppers find exactly what they’re looking for—leading to smoother, more enjoyable shopping.
  
• Increases click-through rates: High-quality, relevant product data and visuals make your ads more attractive and relevant, encouraging shoppers to click through.
  
• Boosts conversion rates: Clear pricing, up-to-date availability, and detailed product info build trust with potential buyers, increasing the likelihood of them making a purchase.
  
• Improves your return on ad spend: More qualified traffic + higher conversions = better value from your advertising budget.

Even with the best advertising strategies, your campaign may fall short if your product feed isn’t optimized. So, how can you make sure your product feed is top-notch?

Product Feed Optimisation Basics

As discussed above, optimising your product feed is essential for improving visibility and driving conversions. Here are some tips to help you enhance your product data, making it more appealing and discoverable for potential customers.

1. Optimised Product Titles

Your title is the first thing shoppers see, so make it count! Use keyword-rich, clear, and concise product titles that accurately describe the item. Including your brand name can help improve visibility and build brand recognition.
[Know more about optimising your product title]

2. Compelling Product Descriptions

Craft detailed, keyword-optimized, and compelling descriptions. Highlight key features, benefits, and why your product stands out. Make it engaging—this is your chance to persuade customers to hit that “Buy Now” button.
[Know more about optimising your product descriptions]

3. High-Quality Product Images

First impressions matter! Use high-quality, eye-catching product images with clear, well-lit visuals from multiple angles, ensuring consistent formatting to grab attention. Ensure you meet image requirements.

4. Relevant Product Categories

Accurate product categories are essential for better targeting. Use specific subcategories to further refine your targeting, and maintain category consistency to improve your products’ search relevance.

5. Accurate Product Identifiers

Assign unique and accurate product identifiers, such as Brand, GTINs, or MPNs, to each product to ensure correct identification and prevent errors or delays.
[Watch this video to learn more about product identifiers]

6. Specific Product Type

Use specific and relevant product types to improve product matching, narrowing down categories with a clear hierarchy (e.g., Home > Women > Dresses > Maxi Dresses) to ensure accurate classification.

Unique Optimization Strategies: Level Up Your Feed Game! 

1. A/B Testing

Don’t just guess—test! Try different versions of product titles and descriptions to see which combinations drive the best performance. Track clicks, impressions, and conversions to refine your strategy.

2. Seasonal Optimisation

Optimise your feed for the season by highlighting relevant seasonal products and promotions. Adjust your bids and budgets to allocate resources effectively to seasonal campaigns.

3. Mobile Optimisation

Optimise for mobile by ensuring images are mobile-friendly and prioritize your content and experiences tailored for mobile devices.

Automation to the Rescue 

Remember that, optimising your product feed is an ongoing process that requires continuous monitoring and adjustments. Manually managing your feed can be time-consuming, but the good news is, you don’t have to do it all yourself!

Our automated shopping feed apps for different e-commerce platforms like Shopify, WooCommerce, Wix, and Shopline are designed to simplify feed management and automate tasks. This lets you focus on growing your business, while your product feed stays fresh and up-to-date.

Final Thoughts: Build Trust and Keep Improving

Optimizing your feed isn’t a one-time task. Ensure your product information is accurate, consistent, and aligned with your brand values to build trust and create long-term relationships with customers. And remember, even small tweaks can lead to big results!

What are some of the tips you follow? Drop them in the comments below—we’d love to hear from you!

Some Frequently Asked Questions

1. What happens if my product feed is not optimised?

• Lower visibility: Your products may not appear in relevant searches, leading to fewer impressions and clicks.
• Reduced conversions: Poorly assigned attributes can deter potential customers from making a purchase.
• Wasted ad spend: You might be spending money on ads that are not effectively reaching the right audience.

2. How often should I update my product feed?

• Ideally, you should update your feed daily or at least weekly to reflect changes in inventory, pricing, and promotions.
• You must increase the frequency of updates during peak shopping seasons.

3. What are the key elements of an optimised product feed?

• High-quality images: Clear, professional photos are essential.
• Accurate and complete product titles: Include relevant keywords.
• Detailed and compelling descriptions: Highlight unique selling points.
• Competitive pricing: Stay competitive with market prices.
• Clear and concise product attributes: Include size, color, material, etc.
• Structured data: Use Google Merchant Center guidelines for best results.

4. What tools can help with product feed optimisation?

• Merchant Center: Provides diagnostics and recommendations.
• Feed management tools: Tools like Simprosys Shopping Feed apps to automate and optimise feeds.
• Spreadsheet software: Like Google Sheets, and Excel for data management and analysis.

5. What are common mistakes to avoid?

• Inaccurate or missing data: Incomplete or incorrect information leads to rejections or poor performance.
• Poor image quality: Blurry or low-resolution images deter customers.
• Generic titles and descriptions: Don’t just copy and paste from your website.
• Ignoring the Merchant Center guidelines: This can lead to disapproved products.