As a Jumia Vendor, your success comes from how your product ranks in search results.
Having a high product ranking on Jumia is a great way to increase your sales, as more potential customers will find your products when searching the site.
When a buyer searches for a product on the online shopping platform, the results are delivered through a two-step process.
Firstly, they pull relevant results from their catalogue and then they rank them according to relevancy.
Ecommerce / Jumia seo shouldn’t be as hard as many people think.
To rank successfully on Jumia, it’s important for sellers to understand how search algorithms or search engines work.
- 1 How do search engines work?
- 2 Product title
- 3 Product features
- 4 Product description
- 5 Image size and quality
- 6 Product pricing
- 7 Customer reviews
- 8 Jumia seller rating
- 9 Other useful resources
How do search engines work?
Search engines have become an essential aspect of modern life, but most of us don’t have a clue about how they actually work.
I’m just guessing you don’t want to dive into complex mathematical algorithms. That’s okay. You just need a high-level understanding of the basics.
Let’s take a look at the three major components that power search engines, and the general approach to “spoon feeding” them so they understand your products and rank them the way you want.
You’ve likely heard of search engine “spiders” that crawl around the web looking for content.
These are actually bits of computer code that find information on a web page, “read” it, and then tirelessly continue along their journey by following links from your page to other pages.
The spider is not just casually browsing content, it’s storing it in a giant database. This is called indexing. The spider’s goal is to save every bit of content it crawls for the future benefit of searchers.
It’s also gauging how relevant that content is to the words that searchers use when they want to find an answer to something.
The final critical aspect of search technology is the way the engine decides to deliver the most relevant results to searchers. This is accomplished by jealously-guarded algorithmic functions.
That’s a fancy way of saying that search software follows a complex set of rules. These are the ground rules for a duel between your content and other content that might satisfy a searcher’s keyword query.
Why you have to spoon feed search engines?
Search engines have come a long way since the early days of the web, but they’re not as sophisticated as you might think.
It’s not that search engines are dumb; it’s more like they’re bright little toddlers who need information delivered to them in a way that works for them.
Now that we know how search engines work, let’s dive into how to optimize your products in order to rank high on Jumia and increase sales.
How do you name your jumia products?
Your product’s title is the most valuable real estate on your Jumia product listing.
The title will have the greatest impact (both positive and negative) on product performance in search (both Jumia and Google search).
Per Jumia’s suggested guidelines (as seen in the infographic below), the anatomy of your product page looks like this:
Brand: This helps buyers searching by brand name to find your products. Jumia recommends that you include the brand in your title. Many buyers like me use brand names when searching for a product.
Here are few examples; Apple iPhone 7, Infinix Hot S, Samsung galaxy s7, Nokia 3310, Binatone fan/blender/rice cooker, HP Pavilion, and so on.
Product name: The second key feature of a product title is the product’s name. Buyers either start from searching for the brand name or going directly to the name of the product.
Material or key feature: Buyers who already have in mind the exact product to buy will always include the particular material the product is made of.
A buyer searching for a locally produced dress will always use search terms like ‘Ankara peplum skirt’ or ‘kente jacket’. Same applies to watches.
Color: Color affects how we perceive everything around us, on a deep, subconscious level. Researchers found that up to 90% of snap judgments made about products can be based on color alone (depending on the product).
Another study titled “Exciting red and competent blue” also revealed that the purchasing intent of customers is greatly affected by the brand color because the color speaks for the brand’s identity and personality.
Other studies also revealed that the human brain prefer brands that are recognizable, which makes the brand color all the more important.
As a man, I would not buy a pink phone cover. It’s a big NO for me…that’s my choice. Other buyers have their choice too (depending on the product).
That’s how important adding the product’s color for its title is. If you personally produce your products, then you must seriously take into consideration the colors you choose for your products.
Size: size of a product is important in the title if it is clothing or apparel.
Product sub-category: This is the subcategory in which the particular product falls in. On Jumia the product’s subcategory is important when you sell certain categories of products.
Here is an example of a product name bearing its subcategory name.
This is how buyers usually search for things online. Pay attention to the first two (brand and product name). They are very important when it comes to ranking your products on Jumia.
One thing to note: do not keyword stuff your titles. Study the top-selling products with the most reviews, and name your products according to the format used.
Secondly, your title should be below Google’s character limit so that it doesn’t get truncated in the search results when buyers search for your product on Google.
Displaying the product features in detailed bullet points which include the product’s keywords is a great way to increase conversions.
This would help you rank both on Google and Jumia.com search engine.
Product features or bullet points are intended to list the major features and benefits of the product, as briefly as possible.
As a seller, it’s a way to tell your viewers about the unique characteristics of your product.
Create product descriptions that tell a story.
Your product’s description is a great way to tell a bit about your brand and product while throwing in some valuable keywords you want to be indexed.
If you have no idea on how to craft a compelling product description, just answer the following questions and put them together to make a good product description.
- Who would use this product?
- Where can you use this product?
- When can you use this product?
- How is it used? (very important)
- What are the benefits of using this particular product?
- Why is your product better than the competition?
Don’t forget to add relevant images to your product description.
Also, make sure to include a strong call to action at the end.
Make it direct and to the point (i.e. Buy Now, Order Today, etc.).
Make sure you create your own content and do not copy exact text from the manufacturer’s website or another e-commerce site. You can be in trouble if Jumia finds out about this.
Jumia also allows you to input your YouTube ID in your product descriptions especially for phones, laptops etc. You can take advantage of this by linking to your YouTube channel where you showcase the benefits, uses and more details of your products.
Image size and quality
The size and quality of your images are very critical in getting more sales. Customers are uninterested if they see a picture that is small and not clear.
Think about this…would you buy a product online with a low-quality image?
Your pictures are what sell your product. If possible, get a professional to work on your pictures before you upload them.
As a seller, you must adhere to Jumia’s image guidelines to ensure your listings are not suppressed. A large and clear image is a plus.
By using high-quality images you can enable the zoom feature which allows buyers to see your products in more detail.
Ideally, all of your product pages should have:
- Photographs set on a white, off-white, or neutral background or simply just follow the guidelines.
- High-resolution images available (no tiny images).
- Images that can be zoomed in on to reveal more detail.
- Multiple photos of the product from each necessary angle (top, bottom, sides, front, back…).
- Photos of details or included items, such as components, accessories, packaging, etc.
Bonus Tip: Before you upload your photo, name it as the name of your product. It makes it rank on Google’s image search, and you can get sales from there too.
You need to understand how customers perceive value before pricing your products. Here in Africa, some people have not yet realized the advantages of buying things online so they will always compare the price of the online product to those in brick and mortar stores.
Buyers will always compare prices in relation to the quality of the product. I always do that and I’m sure you do it too.
So even one Naira, Cedi or Tsh/KSh change in your pricing is very important. When pricing your products there are few things to consider.
- Analyze your competitors, and compare yourself to them
- Analyze your customers geographically and demographically
- Listen to your customers
- Analyze your conversions, then experiment
- Know your revenue target
- Calculate your cost of goods sold (COGS)
- Know the estimated volume of product you can sell
- Know how your company and product are perceived in the market.
Even though there are few reviews on products on Jumia, it’s going to be a big thing in the future.
In today’s online business, reviews are very essential for business growth.
Whether you sell products online, you run a restaurant, you manage a hotel etc, you should take a critical look at customer reviews. They are your ‘real estates‘ in your online business.
Customer reviews are proven to drive more sales, and something the majority of buyers will want to see before deciding to make a purchase.
According to research, 61% of customers read online reviews before making a purchase decision, and they are now essential for e-commerce sites.
Reviews can eliminate any doubts potential buyers may have about a product or can help product selection.
So if you’re not getting reviews on your products, then you’re losing savvy customers who would like to read reviews on a product before buying.
Now the big question is, how do you get reviews on your jumia products?
To get customers leave reviews on your product after buying, use the following tricks.
1. Include a Note with the Product: When you ship your product, include a note (during packaging) that encourages the customer to leave a review.
2. Ask for reviews: Emailing customers after buying your product is the best way to go about this. But I’m not sure Jumia allows sellers to have access to buyer emails.
So the alternate thing to do is to ask for reviews by messaging your buyers via SMS within 24hrs after the product is delivered. Don’t spam or make the message too long. Just do it simple.
SEO benefits of reviews
SEO rankings are placing more weight than ever on what users have to say.
Reviews are one form of user-generated content that search engines take into consideration.
User-generated content racks up serious SEO points by providing your product page with fresh content for search engine spiders, bundles of backlinks, increase in CTR, and sources for organically shaping natural attributes.
How to manage bad reviews
Bad reviews are valuable too. Yes! They are.
In fact, all reviews are valuable, and a mix of positive and negative reviews helps to improve consumer trust in the opinions they read. However, too many bad reviews aren’t good for business.
If you receive so many bad reviews, it just tells you that you need to improve your product quality, packaging, shipping or delivery.
It’s important to note that, responding to negative reviews is crucial. It tells the buyer that you care about his/her concern. The image below explains how to respond to negative reviews.
Jumia seller rating
Talking about how customer reviews are important in getting more sales online, Jumia has also introduced theirs and it’s termed, ‘seller rating’.
Jumia is a marketplace which customers have to choose between many vendors, and they need trust, safety, and relevant info.
Just put yourself in the shoes of your buyers. What are the things you would consider when buying a product online?
Jumia has two main tools for you to build a strong reputation and brand image, and these tools are free. They are;
1. The seller score
2. Product ratings/reviews which is already discussed above.
According to Jumia, the seller score is very important for your customers and products from top rated vendors have a conversion rate 5 to 10 times higher than other vendors.
Jumia online shoppers normally look at it before buying your products.
A little confession: I do that too.
In order to be among the best jumia vendors, you need to reach a score of 5.
The way your score appears on your seller center dashboard is different from how customers see it, but it’s still the same.
How is Jumia seller score calculated?
The seller rating is calculated based on the following:
This is the reliability of your shop. It is the percentage of orders you have canceled over the last 4 weeks. Customers tend trust vendors with a low cancellation rate.
This is shown as ‘fulfillment rate’ on Jumia to your customers.
How to improve your cancellation rate: Update your stock every day to improve this score. With an accurate stock in seller center, you will not have to cancel orders anymore.
Shipped in 48h
This is the speed of your shop. It is the percentage of orders you have shipped in less than 48hours. It is known as shipping speed.
To be successful on Jumia, you need to ship fast and accurately. You’ll also rank higher with efficient order processing.
Who doesn’t like fast delivery?
Improve this by setting your items on ready to ship as soon as you receive a new order.
Product quality or quality score reflects the quality of your shop. It is the percentage of orders returned or rejected by the customers because of quality issues.
Improve products quality by stocking only original, authentic, high-quality products and brands. Don’t deal with low-quality brands or sell faulty products.
Other useful resources
As an online vendor, you have to keep up with the online trend and get yourself updated on the e-commerce environment. Jumia has a very resourceful page which is their official page for vendors to get to know more about the seller center.
This platform is called Jumia vendor hub. The vendor hub contains resourceful guides on how to succeed as a seller on Jumia marketplace. The hub consists the following;
Jumia University: This page contains tutorials on getting started as a seller/vendor, how to list your products, shipping, how to increase your sales and how you get paid.
Jumia services: Here is where you get to know about services that Jumia offer you as a vendor. Get to know about more Jumia first, pick up stations, and Jumia studio VAS (how to shoot quality images for your products).
Community: At Jumia vendor hub, you’re not alone. Read about success stories of vendors (seller success stories) and other guides.
Help center: Have any doubts in your mind about the seller center? Most of the questions you’d ask are already answered here.