How To Sell More On Lazada
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How To Sell More On Lazada
List of Updates
Content Updates Detail Related Pages Update Date
Lazada platform interface`s The homepage, searching result page, and P7-8, P11-12, P15-17, 4/1/2018
changes product page P21-23. P29, P32, &P38
Lazada Website Update Findability Optimization P18 2/3/2018
Seller Center Update Stock Allocation Display Update P30 & P31 2/3/2018
Strictly Confidential 2
Agenda
1. Understand the Customer Journey
2. Drive Traffic to Your Store
i. Impression
ii. Views
iii. Conversion
3. Lazada Ranking Algorithm
4. Leverage on Lazada Resources
i. Lazada Communication Channels
ii. Promotional Campaigns
iii. Lazada University
3
Understanding the Customer Journey
Main Process
Discovery Research Purchase Awaiting Delivery
Fulfilment
Where the customer
Where customer first Where the customer
searches for a product Where the customer
hears about Lazada chooses delivery & Where the customer
and compares different receives order status
e.g. Newspaper Ads, payment option, and receives items
products to make a updates
FB ads, Word-of mouth makes payment
decision
4
Understanding the Customer Journey
Influencing factors
Research
Customers` Product Search Product Comparison Make a Purchase
point of view
Key Metrics 1. Impression 2. Views 3. Conversion
Good Content Good Content Good Content
Key Factors
Attribute Fill Rate (Filters) Attribute Fill Rate (Filters) Competitive Pricing
Relevant Assortment Competitive Pricing Attribute Fill Rate (Detailed)
Product Rating Product Rating
*Gets your products on the top pages per category
Stock Availability
Seller Rating
5
Agenda
1. Understand the Customer Journey
2. Drive Traffic to Your Store
i. Impression
ii. Views
iii. Conversion
3. Lazada Ranking Algorithm
4. Leverage on Lazada Resources
i. Lazada Communication Channels
ii. Promotional Campaigns
iii. Lazada University
6
Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
How can I make sure the customer finds my product?
7
Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
Good Content – Category
Customer Behavior:
• Customers search through category tab.
• Sellers must create SKUs under the correct deepest category, otherwise 0 exposure.
Home Page Searching Page
Clear Category Navigation
8
Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
Good Content – Category
Seller Action: Choose the correct category
Seller Center Choose the correct category Web Platform Check how good sellers categorize
similar items
9
Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
Good Content – Category
Good Example Bad Example
This should be mini
dress, not maxi dress.
How to fix?
• Wrong Category Level 1:
o Delete and re-create; or,
o Contact HK PSC for revising.
• Wrong Category Level 2 to 6:
o Revise by Mass Update on your own. 10Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
Good Content – First Image
Using white background image is
not mandatory.
But, having a white background
image will increase the chances of
your product being displayed on the
home page.
11Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
Good Content – Naming
Mostly prefer to search with specific criteria Result: Shortlisted products display in the result page
Example as below. Product traffic of the right page possibility has been increased by several times!
12Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
Good Content – Naming
Good Example Bad Example
1. Concise name 1. Pile up words with
2. Key attributes similar meaning
included 2. No color indicated
3. logical name 3. Illogical name
13Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
Attribute Fill Rate (Filters)
Customer Behavior:
When no filter applied
Example
• Too many items under search result.
• Most probably, customers will browse
the first few pages only.
• Customers use filters to sort out the When 4 filters applied
items that they have interest.
• Using filters help to reduce the
search result from 25,312 items to
246!
• Items with complete attributes will
have much higher traffic.
14Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
Attribute Fill Rate (Filters)
Seller Action:
• Mandatory attributes: Must fill in correct value.
• Optional attributes: Strongly suggest to fill in correct value.
Seller Center
Web Platform Attributes
Filter
Tips: Compare the filters that are on the catalogue page relevant to your product . 15Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
Attribute Fill Rate (Filters)
Good Example
Optional Fill in all attributes
attributes applicable.
Bad Example Only fill in mandatory
attributes.
16Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
Relevant Assortment
Why?
• Increased chances of meeting a larger pool of
customers’ needs
• Offer the luxury of comparison
• Higher exposure and traffic
How?
• Sell variety of models/product variation within the
same category
Tips
1. Check assortment at top of page, these are the
fast moving ones
2. Check products with high demand in the market
17Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion (Applicable for MY, TH, SG)
Findability Optimization
The new search algorithm focuses on real time user level personalization. Sellers can improve their
search ranking by following the below guidelines:
Product Title
• Product title is an important factor for search, so ensure your titles follow content guidelines; a good title would include:
Brand, Model, Attribute 1, Attribute 2. e.g. ‘Apple iPhone 8 64GB Silver’.
• The key is to include keywords that are relevant to the product and that users would search.
Attributes
• More attributes (e.g. screen size, color etc.) used in both product recall and personalization ranking, so ensuring each
product has complete and accurate attributes will improve product visibility in both filters and search.
Customer Satisfaction
• Customer satisfaction is judged by multiple factors, including: seller and product reviews; the higher customer
satisfaction, the better.
Services
• Sellers that provide the payment options that customers prefer may have a higher chance of getting visibility.
Product Performance
• SKU performance is an important factor in search. E.g. the more valid clicks and orders an SKU gets the better its rank.
Although sellers can’t directly control this, they can influence via low prices and good content.
18Agenda
1. Understand the Customer Journey
2. Drive Traffic to Your Store
i. Impression
ii. Views
iii. Conversion
3. Lazada Ranking Algorithm
4. Leverage on Lazada Resources
i. Lazada Communication Channels
ii. Promotional Campaigns
iii. Lazada University
19Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
How do I convince a customer to click on my product?
Good Content - Image
Good Content - Naming
Competitive Pricing
Product Rating
20Drive Traffic to your Score
1. Impression 2. Views 3. Conversion
Good Content – Image & Naming
Why?
• This is what customers will notice at first glance
and influences if they will click to the product
page and explore further or purchase
• It will differentiate your product from others
How?
• Image - Follow the Lazada Image Guidelines
which are designed to give customers a good first
impression of your product, enticing them to click
Freebie Template
on it
o Details please see Product First Image on
Lazada University
o Add freebie to your first image
• Naming - Ensure your product name includes key
attribute and frequency searching words.
21Drive Traffic to your Score
1. Impression 2. Views 3. Conversion
Competitive Pricing
Why?
• For two identical products, pricing plays an
important role in a customers decision to
purchase
How?
• Compare your price with your competitors
• Don’t forget to check prices in physical stores as
well as online
Tips
1. Always set a special price to attract customers`
attention.
2. Ensure your RRP is real– do not put a higher RRP
to have a high discount – you reduce your
credibility to the customer
22Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
Product Rating
Why?
• Customers feel confident in purchasing products
with good reviews from other customers.
How?
• Ensure that your product is of the highest quality.
• Ship out your products within the stated time frame
• The product delivered to the customer must match
the description, color, specification etc. stated on
the product page
23Agenda
1. Understand the Customer Journey
2. Drive Traffic to Your Store
i. Impression
ii. Views
iii. Conversion
3. Lazada Ranking Algorithm
4. Leverage on Lazada Resources
i. Lazada Communication Channels
ii. Promotional Campaigns
iii. Lazada University
24Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
What will influence customers to buy my products over competitors?
Good content Competitive pricing Attribute Fill Rate (Detailed)
Seller rating Product rating Stock availability
25Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
Good Content – Product Description
Why?
• The more information and better quality pictures
on the product page, the more confident
customers will feel about purchasing your product
How?
• Include as much information on your product as
possible
• When uploading products, avoid leaving out
recommended fields just because it’s not
mandatory
Tips
1. Include images/videos and detailed information
under product description.
o Details please refer to Product Description
on Lazada University
26Drive Traffic to your Score
1. Impression 2. Views 3. Conversion
Good Content – Images
Why? Good Example
• The more information and better quality pictures
on the product page, the more confident
customers will feel about purchasing your product
• More images allow a customer to make a more
informed decision by analyzing the product on
pictures (in addition to reading the description),
greatly enhancing the likelihood the purchase is Show
Video here
correct
How?
• Provide 360o view of your product
• Follow Image Guideline
Bad Example
Tips
1. Show video under the Image part, via inserting a
“Video URL” in Seller Center
27Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
Good Content – Pricing
Why?
• For two identical products, pricing plays an important role
in a customers decision to purchase
How?
• Compare your price with your competitors
• Don’t forget to check prices in physical stores as well as
online
• Give attractive discounts on recommended retail prices
• Know how the multisource feature works
Tips
1. Always set a special price to attract customers` attention.
2. Ensure your RRP is real– do not put a higher RRP to have
a high discount – you reduce your credibility to the
customer
28Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
Attribute Fill Rate (Detailed)
Why? Seller Center
• Provides customers with more information, which
gives the customer the confidence to purchase.
• Product turns up in the right categories when
filtered
How?
Ensure you create your products Web Platform
✓ With the right attributes
Tips
1. Mandatory attributes are marked with the
asterisk (*) symbol in Seller Center, for a single
upload method and marked in red in a mass
upload template
2. Filling out maximum attributes helps with
product boosting and brings your product to the
top of the page.
29Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion *ID, PH and VN only. MY, TH, SG please see next page.
Stock Availability
Why?
• Customers can’t buy your product if it is out of
stock
o The product will not appear on the site OR
o The product will appear but the customer will
not be able to order due to “Out of Stock”
• Maintaining sufficient stock levels will ensure that
there are no missed sales opportunities for your
shop
How?
• Keep track of stock levels especially for
popular/top selling products regularly
• Ensure checks on stock levels are done prior to
campaigns when there will be increased
customer traffic to the website
30Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion (Applicable for MY, TH, SG)
Stock Allocation Display Update
Before After Click on ‘History’ to view details of past stock operations
and ‘Detail’ to view the quantity of all stocks.
Before After
Allocated Stock Dropshipping Stock
Comparison
Withholding Stock
Reserved Stock
Occupied Stock
Available Stock Sellable Stock
Notes:
• Withholding Stock: Withholding Quantity refers to the inventory that has been ordered but has not been paid and is within the withholding period. If the payment is
overdue, the withholding inventory will be automatically released to the sellable inventory.
• Occupied Stock: Occupancy Quantity refers to the inventory of the valid transaction that has been paid but is waiting for delivery
31Drive Traffic to Your Store
1. Impression 2. Views 3. Conversion
Seller Rating
Why?
• A good seller rating will increase the likelihood of
customers buying products from you instead of another
seller
How?
• Check your weekly performance report and always work
on improving the seller rating.
Tips
• Order Fulfillment: Ship out your orders within the stated
time frame to improve customer satisfaction.
• Customer Services: Increase the response rate and
speed to answer customers` questions.
• Product Quality:
1) Ensure SKU description matches the product. Provide
detailed description to reduce the possible
concerns/doubts from customers.
2) Add reminders in the SKU description, or put a “Thank
you” card in the parcel sent to customers.
32Agenda
1. Understand the Customer Journey
2. Drive Traffic to Your Store
i. Impression
ii. Views
iii. Conversion
3. Lazada Ranking Algorithm
4. Leverage on Lazada Resources
i. Lazada Communication Channels
ii. Promotional Campaigns
iii. Lazada University
33Lazada Ranking Algorithm
Example Description
• Search Algorithm prioritizes results via content
• The algorithm decides based on the relevance for
the customer to update the search result page.
• Main factors are:
1. Product name needs to be concise;
2. Category needs to be accurate;
3. Competitive pricing;
4. Using white background first images
5. Provide detailed product attributes
6. Ranking Score: determined by showing the
product with the highest relevancy on top for
the customer. Factors include click and
conversion rate.
• Mismatches between Category and Name are
penalized and the product will be de-ranked.
34Agenda
1. Understand the Customer Journey
2. Drive Traffic to Your Store
i. Impression
ii. Views
iii. Conversion
3. Lazada Ranking Algorithm
4. Leverage on Lazada Resources
i. Lazada Communication Channels
ii. Promotional Campaigns
iii. Lazada University
35Leverage on Lazada Resources
i. Lazada Communication Channels
➢ Email is the main communication channel in Lazada.
Receive all our latest information regarding
•Promotions
•Webinars for promotions and promotion tools
•Suggested products and price for promotions
(Applicable for some products of priority sellers only)
➢ Check your emails regularly, including your spam box
➢ Please contact Crossborder Partner Support Center by
filling out the Online Request Form if you wish to change
contact email address
We have noticed a strong correlation between Sales and email Open
rate. The Sellers who follow our tips and get implicated are the ones
who sell the most on the platform.
36Leverage on Lazada Resources
ii. Promotional Campaigns
4 Major Regional Campaigns per Year
Tet / Lunar New Year Lazada Anniversary Ramadan Online Festival
February: June: November-December:
March:
• Celebrate the lunar new • Celebrate Ramadan with • Biggest sale with mega days on
year in SEA • Celebrate Lazada’s birthday 11/11 & 12/12
Lazada
• MY, ID, SG, TH, PH and VN • MY, ID, SG, TH, PH and VN • MY, ID, SG, TH, PH and VN
• ID and MY
On-going Local Campaigns Typical Campaign Sales Uplift
January February March April May June Daily Revenues
July August September October November December
Normal Campaign
Day Day
37Leverage on Lazada Resources
ii. Promotional Campaigns
Seller Action: Join by storewide discount or via Promotion tool in Seller Center
Web Platform Mobile APP
During campaign, deals take up the most of Homepage.
38Leverage on Lazada Resources
iii. Lazada University
Training Materials Training Sessions
You could watch the video and PDF to learn by yourself. Register and attend to the free online sessions we provide.
39Related Files
Please login to Lazada University and download the following files：
• How to Mass Update
• Image and Content Guidelines
• Product First Image
• Product Description
More Questions?
▪ Check out our FAQ page
▪ Contact Crossborder Partner Support Center:
➢ Hong Kong Partner Support Center
40Thank you
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