In the competitive landscape of e-commerce, Lazada sellers face the constant challenge of making their products stand out. While many merchants offer quality merchandise, inadequate product information often relegates these items to lower search rankings, causing them to disappear in the platform's vast marketplace. This analysis examines Lazada's content scoring system and provides actionable strategies to enhance product visibility and sales performance.
Understanding Lazada's Content Scoring System
The content score serves as Lazada's metric for evaluating product listing quality. This system encourages sellers to create comprehensive product information that improves search visibility and ultimately drives conversions. Higher scores indicate more complete listings that better meet customer needs, making them more likely to receive platform recommendations.
Content scoring essentially quantifies the completeness and quality of product information. When sellers create listings through Lazada's Seller Center, the system automatically calculates this score based on the provided details. More thorough and accurate information yields higher scores.
Key Scoring Metrics
Lazada assesses product content quality through several critical components:
- Mandatory Attributes: All fields marked with red asterisks must be completed. These form the foundation for product creation and represent the basic requirement for content scoring.
- Image Quantity and Quality: While only one image is required for listing, multiple high-resolution images per SKU are recommended. Images should clearly showcase the product from various angles with no blurring or pixelation.
- Detailed Descriptions: Comprehensive product descriptions should average at least 50 words and include one image. These should highlight key features, materials, and usage instructions to help customers fully understand the product. Requirements may vary by category.
- Key Attributes: Fields marked with "KEY" indicators directly connect to Lazada's filtering system. Completing these significantly improves search visibility.
- White Background Images: Including one product image against a white background helps eliminate distractions and keeps focus on the item.
- Vertical Images (Fashion Categories Only): Longer vertical images enhance visibility and click-through rates for fashion items.
- Product Videos: Demonstrations showing functionality, details, and usage can increase customer engagement and understanding.
Impact of Content Scoring
Content scores directly influence search rankings and conversion rates. Well-optimized listings appear more frequently in search results and receive more platform recommendations. Detailed, high-quality information also helps customers make informed purchasing decisions.
The scoring system affects three primary areas:
- Search Visibility: Complete key attributes substantially improve search rankings, making products easier to discover.
- Conversion Rates: Thorough descriptions, clear images, and videos help customers understand products better, leading to more confident purchases.
- Customer Engagement: Rich media content captures attention and increases time spent on product pages, raising purchase likelihood.
Detailed Scoring Criteria
1. Mandatory Attributes
These essential fields relate to basic product information like category, specifications, and functionality. Incomplete mandatory attributes prevent product publication. On the "Add Product" page, red asterisks identify these required fields.
2. Product Images
High-quality images substitute for physical examination in online shopping. Sellers should provide at least three images per SKU, including main product shots, detail close-ups, and usage scenarios. Fashion items benefit from vertical images.
3. Product Descriptions
Effective descriptions should include:
- Key selling points (materials, features, design)
- Detailed material composition
- Usage instructions and precautions
- Applicable scenarios (e.g., outdoor activities, office use)
- Precise sizing information to minimize returns
4. Key Attributes
These "KEY"-marked fields in the "Product Classification" and "Product Information" sections connect to Lazada's filtering system. Customers use these filters to narrow search results, making complete key attributes crucial for visibility.
5. White Background Images
These clean product shots eliminate background distractions. Sellers can upload them in the "Basic Information" and "Display Images" sections by selecting "Show More."
6. Vertical Images (Fashion Only)
The same upload location applies for fashion category vertical images, which provide greater visual impact.
7. Product Videos
Video URLs can be added in product management sections. High-quality demonstrations that accurately represent the product increase engagement.
Optimization Strategies
Sellers should implement these practical improvements:
- Regular Content Audits: Periodically review listings to ensure all mandatory fields remain complete and information stays current. Lazada may adjust scoring criteria, requiring seller adaptation.
- Image Optimization: Use multiple high-resolution images per SKU with different perspectives. Include one white background image and vertical images for fashion items.
- Description Enhancement: Craft thorough, clear descriptions that avoid exaggeration while highlighting key features and usage details.
- Key Attribute Completion: Carefully complete all "KEY"-marked fields with accurate information.
- Video Integration: Add professional product demonstrations that match listing information.
Monitoring and Improvement
Sellers can track content scores through Lazada's Seller Center:
- Log into ASC Seller Center and navigate to "Products - Manage Products"
- Locate the product and view its content score
- Click "Edit" to improve the listing quality
Optimization should begin with best-selling items before expanding to the full catalog. Content scores feature three performance tiers, and sellers should strive for the highest rating through comprehensive information.
This scoring system serves as an effective quality measurement tool. By meeting these content standards, sellers can achieve better visibility and increased sales performance on the platform.