If you publish a listing on Lazada today, you have countless opportunities to make a sale for that product. Even so, one must not underestimate the impact of a product launch on your sales projections. In this post, we will compile a list of mistakes one must avoid during a product launch as well as tried and proven strategies that will inevitably lead to bigger sales momentum for your newly-launched product.
Poor product listing optimization
Your product listing is your bridge towards every potential consumer. You can have a good product but if the product listing is not optimized for keywords, you don’t have high-quality images that accurately reflect your product or if you weren’t effective in describing the features and benefits of using your product, you will not deliver the right message to consumers and therefore, you will not receive as much ROI as you should.
Later on in this post, we will discuss the elements in your product listing that you need to focus on to get a good impression on prospects and to increase your conversion rate.
Overuse of ranking keywords
Only use keywords that are relevant to your product. Otherwise, your product will not rank well on SERPs (search engine results pages). Aside from that, if your product listing reflects multiple keywords, it could lead to confusion or misdirection for the consumer, and your conversion rate will decrease.
Wrong placement of keywords
Keywords will not help with product visibility if the keywords are placed in parts of your listing that are not found by the system/algorithm. To keep your product promotion successful, you need to make sure that your keywords are placed in strategic places such as the product title, product description, and bullet points.
Wrong product launch duration
One of the mistakes sellers make when launching a product is keeping the launch duration around 3 to 4 days. This would be too short considering the time it takes for a word to spread about a new product plus how long it will take for new prospects to find your listing only to find that they missed the promo price for the product.
On the other hand, it also isn’t advisable to keep your product launching to 10 days or more as you would be selling large quantities of product for a low price far longer than what is needed.
The optimum product launch duration is 7 days as this will allow Lazada’s algorithm to document a genuine sales history.
Using a single channel to distribute vouchers
When you are launching a new product, it is imperative to reach out to as many prospective consumers as you can. Therefore, when you distribute your coupons to a single channel, your product awareness will be limited.
In other words, when you distribute vouchers on social media, also include the promotion on your email marketing, sponsored blog posts, or website if you have one for your blog.
Test your vouchers before your product launching goes live. It is a turn off for customers if they try to use your voucher on your new product and the voucher has expired or is inactive. Even though it is one event and could be resolved, this leaves a negative impression on both your new product and on your brand.
Improper discount prices
Avoid setting a price that is too high or too low during the product launch. High discounts will not impact your search rank. At the same time, it also does not result in a high ROI. Meanwhile, setting a reasonable price lets you easily rank on the first page of SERPs. For a more effective promotion, you should include the original price of your product plus the discounted price as this will attract more buyers.
Use of incorrect URL
We recommend that you use MS Word or Google Docs to log in your procedure in your product launching including the correct URL of your new product for launching. Doing so will enable you to be on track and avoid the mistake of promoting an incorrect product URL to potential consumers.
Announcing an incoming product launch on your social media and just directing prospects to visit your PDP also isn’t a viable strategy. It is more effective to provide a specific and correct URL for prospects to follow.
Not preserving your rank after product launch
The goal of a successful product launch is that you can start big and keep the trend consistent along the way. Therefore, when you rank the first page for your new product, make sure to keep that momentum going.
Neglecting to do this could result in competitors taking your place in the search rank. We recommend automatically tracking your competitors through Split Dragon. Read our post on Competitor Intelligence – How to Track Lazada and Shopee Competitor Stores & Products
To learn more.
How to successfully launch a product on Lazada
Below are the specific steps that you need to take to ensure a successful product launch on Lazada.
1. Identify Your Competitors & Know Their Pricing
Here is the general rule of thumb for identifying core competitors:
- Look for competing products on Lazada
- Identify PDPs with the most reviews
- Select your top three competitors (you can add more competitors as needed)
From looking at their PDPs, you can identify their pricing but to further examine their strategy, you need to see how often they change their price and the trend that they follow in doing so.
We recommend that you use Split Dragon’s Competitor Intelligence tool to automatically track the activities of competitors including pricing.
When you log in to Split Dragon, go to Competitor Intelligence and then click Lazada Competitor Products.
Go to Lazada and then go to the PDPs of the core competitors that you identified. Copy and paste the URL on the URL textbox. Click Start Tracking.
Split Dragon will process the data and then upon completion, your competitor products will appear under Competitor Products Being Tracked.
When you click on one of the competitor products, you will see a graph reflecting the pricing trend or evolution. New pricing changes will reflect on this data page each time a new action is detected from the PDP. You will receive an email notification when competitors change the pricing or if other pertinent information about the product changes such as the images, titles, units sold, and sales revenue.
2. Decide on your product’s USP (unique selling proposition)
Your USP is what sets your product apart from competitors. It is a phrase or sentence that tells potential consumers why they should choose your product from the rest of your competitors.
Here are some things you can do to arrive at your USP:
Create a buyer persona
List down some personality traits, needs, problems, and solutions that your potential customer should have. By doing this, you will be able to visualize how your product can help or satisfy your customer. You will be able to see things from the perspective of your customer.
We recommend that you create three to four buyer personas depending on your niche.
Examine your competitors
Go to your competitors’ PDPs. Read the product descriptions and list down the pros and cons of each competing product. It would also be a good idea to look at the reviews section to get an idea of how the product is like from a consumer perspective.
List your strengths
Your strengths can either be about the product specifications or it reflects the freebies that you provide or your competitive pricing
List down your weaknesses
Identify the parts where your product is lacking. Knowing aspects of your product that are inferior lets you jot down some ideas for future improvement. At the same time, knowing your weaknesses will prevent you from unintentionally mentioning them in your marketing. And when the topic comes up from a prospect, you will know how to respond.
- Compare your strength/weak points to your competitors’
One way to help your consumers know your USP is to market a video reflecting the better quality of your product vs brand X.
While doing that, you also need to summarize your USP in one sentence so that you can include it in your product description.
3. Identify your audience segments
Audience segments are useful for optimizing your demographics and reach when you run campaigns on social media.
Simply go back to your buyer persona and use the data you have there to segment different audience groups that are relevant to your industry.
You should categorize your audience segments per the following:
- Pain points
- How your products can help the customer
4. Create and publish the product listing
To make sure that your product listings result in customer conversions, it needs to be optimized. Otherwise, you will only create a product listing that goes unnoticed by potential consumers.
Here are the parts of your product listing that needs optimization:
- Keyword research
- Proper keyword placement
- An appropriate number of main images
- Product image of the right size
Split Dragon has a keyword suggestion tool that you can use to generate keywords that are specifically aligned with the Lazada algorithm.
When you log in to your Split Dragon account, go to Keyword Research and choose Lazada Keyword Research.
Type a root word on the textbox and then click Get Keywords. The results will show a list of popular keywords along with the search volume ratio and trend for keyword popularity.
Make sure to log these keywords into a piece of paper or an Excel/Google Sheets file.
Pro Tip: after you publish your product listing, you can go back to your list and then go to the Lazada Products section. Find your newly launched product and then add these keywords to it. This will enable you to track your search rank for this product constantly. We will automatically send you email updates if there are changes in your search rank. Check out our post on Search Rank Tracking – How To Track Your SEO in Lazada and Shopee for a complete overview.
Once, you’ve got your final list of keywords, the next step is to find the correct placement of these keywords in your product listing.
Here are the places where your keywords need to be placed:
- Product Title
- Bullet Points
- Product Description/Lorikeet
We strongly recommend that when you create your product description, you mention the features once and then focus on the benefits of using your product. Doing that will help your potential consumers visualize their need for the product instead of only thinking of the specifications of the item which has no emotional connection to them.
Lastly, you need to prepare at least 5 or 6 product images for your listing. They need to be 2000×2000 in dimensions. Otherwise, the image may become stretched out or pixelated when the product listing is published.
The photos need to be taken professionally. If the photos are not attractive and do not reflect credibility, customers will not buy your product.
5. Give customers a hay offer
A hay offer is a kind of offer that customers cannot say no to. There are three kinds of hay offers you can give customers as far as being a Lazada seller is concerned:
Make sure that you include the original price of the product so that customers know how much they will be able to save when they become an early bird buyer
“This offer won’t be available for long” or “this offer ends in X hours”
There’s nothing customers hate more than missing a sale. Therefore, when you give people a timer for your discounts, they will not be able to resist making a purchase
This simply means including testimonials as part of your promotional strategies. You can either use multiple regular testimonies to prove the efficacy or the quality of your product or as a lot of sellers prefer to do, you can obtain testimonials from celebrities.
If you can get a video statement from a celebrity or if you have a photo of a celebrity purchasing your product, there will be an instant increase in your product demand due to the influence of the public figure.
Take note that for this strategy, it would be best to get permission from the buyers before including them in your testimonials.
6. Gather reviews for your product
Instead of waiting for sales to come organically, you can ask for support from friends and family. Ask them to purchase your product and then leave a review on your PDP.
The idea is that to create sales momentum, there needs to be at least one sale. It is difficult to convince multiple people to purchase your product if you still have 0 sales on that product.
On your launch day, you may have set campaigns in place that will drive clicks to your product but if you don’t already have reviews, people may just leave the page without making a purchase.
7. Reach out to micro-influencers
We recommend using micro-influencers over huge influencers because of two things:
- It’s more cost-effective
- It is more effective in terms of conversions
Micro-influencers may have a smaller reach compared to big-time influencers but their audience is more specific.
This means that you can select a micro-influencer that is most relevant to your niche. Therefore, the people who see your promotion are more likely to make a purchase than if random people (who don’t need or don’t have interest in your product) saw the promotion.
8. Hire additional CS personnel
Regardless if it’s a new product or an old one, customers do not respond well to bad customer service. Upsetting customers this way might hinder future sales increases.
So if you are going to launch a product with a number of promotions and campaigns, you can expect an increased number of buyers.
That being said, you should optimize your procedures in advance by hiring some additional CS personnel.
By doing that, you can make sure that all interested parties will be entertained during the launch day.
9. Hire additional operations personnel
You can continue to make customers happy (and continue positive word of mouth and recommendations for your product) by making sure that their items are being shipped and delivered on time.
Having additional hands for operations also pre-conditions you to increase your maximum order threshold. If you can accommodate more orders, it means that you will generate more sales.
Having additional hands for CS and operations also means that you can focus on management during the launch day.
10. Have a launch event on Lazlive
Live streaming is second to one-on-one selling in today’s world. In eCommerce, it is a guaranteed way to get people interested in your product to make a purchase – getting close and personal with them.
For your product launch, you can organize games/contests wherein the participants get a complimentary prize (this can be a discount voucher or a freebie that can be used with your product i.e ring light if you are selling streaming equipment) and a bigger discount voucher to the grand winners.
You can also take the time to provide an early demo of your product. With that, they will be able to imagine or visualize having that product and this will increase their desire to make a purchase. You can read our post Lazlive – An Overview On Lazada’s LiveStreaming Feature to learn about Lazlive in full detail.
11. Announce the product launch on your multichannel
This is pertinent because if you don’t spread the word about your new product in advance, there will not be enough customers on your launch day that will help you build sales momentum for your new item.
We strongly encourage you to announce your product launch not just on a single channel. Post it on your social media as well as Lazada Feed.
The good thing about Lazada Feed is that you will be able to notify all your followers about the new product. Since they are already following your store, your audiences here are already targeted which means that you have a higher chance of receiving an order from them compared to other audiences.
You can also alert previous customers who have not bought anything from you in the last 30 days through Lazada CEM. CEM stands for customer engagement management. It is a way for you to directly message recent customers.
For an in-depth guide on how to use this feature, we strongly recommend that you read our post on Lazada CEM – Intro To Engagement Management In Lazada.
12. Run a Lazada Sponsored Search Campaign At A Strategic Timing
Lazada sponsored search is a campaign or promotions feature that lets your PDP appear on top of search results as a sponsored product.
It’s an easy way to get noticed by customers on your initial stage of launching even if you do not have a good organic search rank yet.
For example, if you sell diapers and you sign up for one of your products for a Lazada Sponsored Search campaign, the next time a potential buyer searches for this keyword on Lazada, your product will appear on the top of SERPs. You will have a higher chance of clicks and conversions.
But if it is a newly launched product, we highly recommend that you wait for the listing to get at least 10 to 15 product reviews.
The idea is that if your product has little to no reviews, even if you get many clicks, you will not receive the ROI that is proportion to your campaign investment due to the lack of social proof.
Aiming for a successful product launch goes beyond just getting high revenue on your day of launch. Nor is it only about getting ROI from your marketing campaigns for the product. It’s about setting a foundation for sales momentum for that product. If your product starts with good sales, it will be easier for you to keep the numbers consistent and growing.
What do you think of the strategies we shared? Let us know your thoughts in the comment section.