Since 1978, Home Depot has established itself as the largest home improvement chain in the world. It’s an empire that adapted to the rise of online shopping by building a robust eCommerce site for vendors to sell their products to consumers via an online marketplace.
We commend Home Depot for changing with the times, however, its digital selling space has brought on a whole new set of growing pains for businesses.
If you’re a vendor selling through the Home Depot online portals—Item Data Management and Home Depot Link—you may be experiencing the following two problems: understanding the digital platforms and getting your products in front of the eyes of your consumers.
You will have a hard time generating more sales for your business if you do not address these two issues.
In fact, the vast majority of Home Depot sales happen on page one of its website—just like Amazon. A product that appears on page one of search results will win about 94% of the sales in its product category. If your product is stuck on page two of the search results, then only 6% of shoppers are clicking on it.
How do you work with the Home Depot portals to get your product on page one of consumer search results? Follow these 5 steps to increase your ranking, and thus your sales, on Home Depot.
Step One: Great Product Title
A product title does more than label the item your selling. It is the number one way consumers find your product on Home Depot.
To help your consumers locate your product online you must make the product title searchable. A searchable product title is one that uses relatable terms and keywords to help define what your product is.
Say you are selling a beer fridge. Two relatable words you could use in your product title are “freestanding” and “beverage cooler”— this way, if a consumer searches any of these terms, your product is more likely to show up in his or her search results.
The title also needs to be readable by the average consumer. Anyone interested in purchasing your product must be able to get a sense of what it is in a concise and easy-to-read fashion.
Keep in mind: Home Depot has vendor setup guidelines. Make sure to follow their best practices to make sure your product titles abide by their rules.
Step Two: Great Images
Photos are key in helping a consumer make a purchasing decision online. Buyers rely on images to give them more information about a product, namely its size and style.
Hero shots aren’t enough to give consumers a sense of what it is they are about to buy. Use lifestyle images to help consumers visualize the product in their homes and determine if it will fit in with the rest of their decor.
Keep in mind: The number one reason consumers return a product is because it didn’t turn out to be the size they thought it was. Include images that scale the product next to a common household item.
Step Three: Hover Functionality
One of the best things you can do to keep consumers engaged with your products is hover functionality: an interactive feature that combines content from more than one image.
If it takes your consumers too long to find the information they’re looking for they will turn to another product or company to get the answers they need about a product.
Hover functionality is more or less a one-stop-shop of product information for consumers. It gives them more answers upfront so they don’t have to scroll or click through multiple pages to get the information they need to make an informed buying decision.
Keep in mind: Your product will stand out because of the hover function. It will also increase click-through rates and conversions, thus increasing your sales.
Step Four: Inline Content
Consumers don’t want to feel overwhelmed with content when they click on your product pages. They also don’t want to go on a scavenger hunt to find all the bits of information they need to make a purchasing decision.
Inline content is considered a chart, graph, infographic or any creative element that highlights a benefit about your product in an eye-catching way.
Home Depot—like Amazon A+ Pages and Enhanced Brand Content—makes it possible to add inline content to product pages. Many studies show that inline content increases sales by a minimum of 3% and as much as 10% in some cases.
Keep in mind: Inline content is only viewable on Desktop, so make sure to still include other images for the consumers who shop on their mobile devices.
Step Five: Salient Bullet Points
The first copy a consumer sees on a product page is the content block next to the images. This makes it the first (and potentially the last) chance you get to sell the consumer on your product.
Often sellers mistreat the way they use this content block. They will simply churn out a bunch of facts that make no attempt to “sell” the consumer on the benefits of the product.
A good approach here is to use bullet points to highlight the main reasons why a consumer should buy your product. Give them the top-selling features in short bullets so they don’t have to scroll for longer than 8 seconds to figure out why they should choose your brand over your competitors.
Try to keep each bullet to a single sentence. Don’t write paragraphs here. You don’t want to waste the consumer’s time with fluffy answers or confusing words.
Keep in mind: Short and simple bullet points that use searchable words will make your product easier to find in the results page of Home Depot.
The right copy, images, and functionalities make a huge difference in moving products to the top of search results and in front of the eyes of consumers. You want to make sure you have all the assets you need to build a user-friendly product page that will make it to page one of the search results.
Also, be sure to adapt your assets to meet the guidelines of each seller site. Home Depot, Lowe’s, Amazon, and other big-box retailers all have their own vendor setup requirements and you could lose sales simply because your product pages are not optimized for their systems.
Did you find this article useful? Leave us a comment or listen to episode two of The Page 1 Podcast for more information on how to increase sales on Home Depot.