Getting the most sales on Ozon: practical advice and recommendations

Today, the Ozon marketplace can rightfully be called one of the most promising sales channels for small and medium businesses. This platform is worth paying attention to for everyone who would like to reach a new level and attract as many users as possible to their products. Ozon began its history back in 1998, becoming the first marketplace of its kind. Initially, it sold only three categories of products: video and audio cassettes, books.

But over the past 26 years, the range of products has expanded significantly. Today, people visit this platform as if it were a regular supermarket, the only difference being that it operates online. Here you can buy almost any goods, from food, electronics to large household appliances and building materials. The only restrictions that currently exist on the platform are the ban on the sale of weapons, alcoholic beverages, and tobacco.

You can read more about what the Ozon marketplace is, what products can be offered to the consumer market, what benefits you can get from launching your own store here, and who the platform allows to trade here. Now we will dwell in more detail on how to correctly design your store page in order to get the most out of sales. We will provide practical recommendations that will allow you to create an electronic product card on Ozon. We will describe in detail the tools that will allow you to get maximum sales on the marketplace and the nuances of working with them. The information provided will allow you to launch your business on the site as efficiently as possible, thereby ensuring stable and high profits.

How to design a store page to ensure maximum sales

In principle, you can start selling on Ozon without your own store, by opening separate product cards on the site. But such a solution in practice will not give the results you expect, especially if you work with a large number of products. The fact is that if buyers appreciate this or that product of yours, the terms of cooperation, the level of service, then there is a high probability that they will return to you again and again with new orders. Including for a different category of goods. And it will be very difficult to find these products among the huge variety of product cards. But if it is a full-fledged store on the marketplace, then you can place all your products in it and make them visible to potential customers. To solve such problems, the Showcase is provided.

It can well become an effective, but at the same time completely free tool for promotion on Ozon. To do this, you, as a representative of the brand or supplier, need to independently design the store page, and subsequently it will be displayed both on the mobile version and on the desktop version of the site. It will not be difficult to implement such an idea in practice. Just follow our instructions step by step:

1. Go to your personal seller page on the Ozon platform. Here we click on the profile icon located in the upper right corner. From the drop-down list, select the option “Settings”, and in it the “Showcase” tab.
2. After that, a window with a large number of fields will open in front of you that you will need to fill in. All this information about your store. That is, you need to indicate the name, and then show your creativity and imagination. In particular, you need to come up with an original subtitle where you will tell potential customers about your store and all the benefits they will receive when buying from you. If you have a logo, you can also add it. At this stage, we also choose a suitable background option. Here you can use the palette that the site itself offers or use your own images. The process of uploading them here is standard and will not cause any difficulties.
3. Add banners or promotional products. To do this, you need to go to the "Showcase Constructor" tab built into the marketplace. We would like to draw your attention to the fact that if you choose banners, you will be able to advertise only one product with their help, while promotional products can be used to simultaneously promote from 4 to 20 products on the same store page. The constructor is convenient in that it allows you to change the location of blocks on the page. In addition, at any time you can remove an irrelevant product and add a new one.
4. Publish the created showcase. This is done by clicking on just one button “Publish”. Immediately after that, your page is sent to the site staff for moderation. On average, this process takes 1 business day. If your showcase does not contain prohibited goods or questionable links, its publication is allowed. Immediately after that, it will be displayed on Ozon.

Special attention should be paid to the development of the Showcase on Ozon, since it will be your “face” on this site. It will attract potential buyers, and help them choose your store over your competitors. Its advantages also include simplicity and ease of setup, the ability to make adjustments if necessary. It can be designed in a corporate style, forming a visual association with your brand in buyers. And you won't have to pay for it. That is, it turns out that you attract the attention of the target audience to your promo blocks, banners absolutely free of charge, helping them to go to your catalog.

But here it is also important to make sure that they not only go to the store on Ozon, but also make a purchase. And this aspect is significantly influenced by the design of the product cards. We will dwell on how to create it most correctly below.

Creating a product card on Ozon correctly

A beautifully and correctly designed product card is what will easily pass the moderation of the marketplace, will hold the attention of potential buyers, and will allow you to show them your reliability as a seller. In addition, it will occupy higher positions in the search results of the site, which in itself will contribute to the correct promotion.

In order to create a correct product card on Ozon, you must comply with the following requirements:

1. The product name must contain the brand name, the type of product itself, the line to which it belongs, if relevant. You must understand that this information will be displayed in the search results. And the more complete and informative it is, the more benefit the potential buyer will receive. He will be able to understand whether this product meets his needs even without going to the card itself.
2. Photos of products and videos, if you are determined to add them to the product card, must be presented in sufficient quantity and be of high quality. Such content is important for a potential buyer, as it allows you to see all the features of the product. If we are talking about a product that contains some small, but at the same time important elements, they should be taken out on a separate photo in an enlarged format. Videos should be added if you would like to demonstrate what a particular product looks like in reality, its functionality, or convey any other useful information to the buyer.
3. Adding rich content. This is a combination of text and graphic content in one block with a description of the product. The Ozon marketplace offers a built-in editor with a wide variety of templates that you can use to create such content and upload it to the product card. The main point here is that even with a quick glance at such an image, the buyer grasps the essence of the product and instantly decides whether to buy it for themselves. It is best to place rich content at the very beginning of the block. This way it will attract the most attention.
4. If you plan to sell the same product, but in different variations of shades, designs, then a reasonable solution would be to place them all on one page, giving the buyer the opportunity to freely move between different photos to determine which variation of the product will be most suitable for him. This will make the choice faster and easier.
5. Fill out the annotation. There should be no unnecessary information, long, difficult to understand sentences. That is, you need to provide a potential buyer with all the information about your product in just a few simple phrases. The most important aspects include the manufacturer, production date and expiration date, key properties, as well as a number of other aspects specific to your product.
6. Write down additional characteristics. This is what will be placed in the category filters. Depending on the type of product, you can specify the composition, weight and dimensions, and application features here. That is, what will allow buyers to sort the product they need according to new criteria and minimize the time spent searching for a suitable option.

At this stage, it is considered that you already have an attractive showcase of your store and product cards designed according to all the requirements of the Ozon marketplace. By and large, you can launch your project. And now it's time to think about how you will promote your own store on Ozon. Read on to find out what possible script tools should be used in this case.

Promotion tools on the Ozon marketplace

Today, the Ozon platform offers business representatives who have placed their stores here several options for internal advertising:

In parallel with these formats, it is also optimal to use search engine optimization. It involves ongoing work with your online presence and includes collecting a semantic core, determining the most important key phrases for business, including them in headings and descriptions of product cards. These are the works that can be called relatively free, since you will not have to pay for advertising here, and the main material costs will be for creating content. But thanks to this, individual product cards of your store will be effectively promoted in search for relevant queries, thereby becoming increasingly visible to a wide range of the consumer market.

To better understand the promotion tools that currently exist on the Ozon marketplace, let's take a closer look at the features and types of internal advertising provided on the site today.

Internal advertising on Ozon

Internal advertising on the marketplace is a fairly effective tool that will significantly increase sales on the site. The solutions presented in this block will fully satisfy the needs of not only medium but also small businesses, since most of the expenses here do not exceed 500 rubles per day. In addition, the platform has a wide variety of targeting settings, which you can adjust individually depending on the goals that you face, the interests of your potential buyers. It also provides customization by key queries, client location, gender and age.

To track the effectiveness of such campaigns, a separate tool is provided in the supplier's personal account that automatically collects important data for you. You will need to regularly monitor this analytics to see how effectively your advertising is working and respond to any problems as quickly as possible. This way, you can increase the effectiveness of the launched advertising campaign and avoid wasting your budget.

Today, business representatives working on the Ozon marketplace have the following tools at their disposal:

Let's consider each of these options in more detail.

Using the Stencils tool

Ozon uses this type of campaign to launch advertising both inside product cards and on category pages and even in the internal search results of the site. After its launch, your products will also be shown in the recommended shelves, including in their basket after the buyer pays for the order, in reviews, the marketplace mobile application, and blocks with questions. To set up such an advertising campaign, you will need to go to your personal account in the "Promotions" section and select the "Stencils" tab there.

In this case, payment will be charged for every 1000 impressions of the advertising card. Such a package of services will cost you 550 rubles, but it is also possible to increase the number of impressions for an additional fee. Practice shows that using this tool provides an average increase in the coverage of the product card by 3 times, and the sales level itself is 4 times in the next six months after launch.

Paid promotion through the marketplace search engine

For the most part, when working with Ozon, potential buyers search for the goods they need not by category, but directly through the search engine. That is, by analogy with classic browsers, they enter their request in the appropriate window and receive a response from the site. And at this stage, your task will be to raise the position of your product as high as possible, thereby making it as visible to the audience as possible. But here you will have to use paid promotion. To do this, we also go to the "Promotions" tab and select the "Search promotion" option here. After that, you click on the "Add products" button and connect all the articles that you plan to promote within the framework of this advertising campaign.

In this case, payment will be debited for each order that a buyer who came to your online store on Ozon through a search places. In this case, the site itself sets the optimal rate, focusing on the figures indicated by your closest competitors. But you can also set a suitable option for yourself through the "Competitive" tab. Here you find the "Set values" option and enter the figure that is relevant for you at the moment. The size of such rates directly depends on the product you are working with. So if it is the category “Clothing and footwear”, then the rate is on average about 10% of the cost of your product, while for the category “Home and garden” it can be higher by 0.5-1%.

To choose the most suitable option, you will only need to study the rates of competitors and increase yours by literally 0.1%. This is the only way you can bring your ads to the top of the search results, but at the same time avoid excessive overpayments. We would also like to draw your attention to the fact that regardless of the rate you set, the platform will also additionally write off another 5 rubles for each order. The amount is small in theory, but when calculating the estimate, the figure may not match up. Now you will know the reason for this.

Using media advertising on Ozon

Today, Ozon also actively uses media advertising to promote products. This category provides an additional breakdown depending on the format:

If you analyze all those media advertising campaigns that are used today on Ozon, then you can say with confidence that banners are most often presented on the first pages of the marketplace search results. You can track advertising statistics for each of the ads in your personal account. Among the information that the platform will collect, the budget expenditure and current impressions for the current day will be automatically presented. Here you can make adjustments to the advertising settings, such as changing the period of promotions, deliveries, total budget amounts for day and night impressions.

Using video advertising on the marketplace

Along with classic graphic banners, you can also launch video advertising on Ozon. This will be a kind of banner with videos that will be published on the main page of the site right under the main horizontal menu. If we are talking about the mobile version of the marketplace, then the video banner will be placed under the story. The vCPM model is used to pay for such advertising. It assumes that funds will be written off exclusively for impressions in which more than 50% of the entire banner area is displayed on the user's screen for more than 2 seconds. You, as a seller, can independently set the rate for every 1000 impressions based on the fact that the minimum amount here will be 250 rubles.

Using SEO tools for promotion on Ozon

As we said above, this option for promotion on the marketplace is considered relatively free, since it does not require direct monetary investments. And if you prepare all the content yourself and post it on time, you won't have to pay anything for it at all. But the efficiency turns out to be quite high in practice. In this case, you will need to form a semantic core based on the queries that the user audience enters when searching for a particular product and, based on them, prepare all the content for product cards and all descriptions.

The key advantage of this solution is that properly prepared material will provide you with simultaneous promotion not only within the Ozon platform, but also in the external search results of browsers. But we would like to immediately draw your attention to the fact that the work in this case is quite significant and voluminous. But you can significantly simplify it if you decide to use tools that automate actions on the network. We will tell you how to do this below. Now let's take a closer look at additional tools that can also be used to promote products on the Ozon marketplace.

Additional recommendations for promotion on Ozon

Along with the main internal advertising tools presented on the Ozon marketplace, you can also use additional solutions that will also help promote your product cards and, accordingly, increase sales. We are talking about options such as:

• A showcase is a personal page of your store, which will be presented both on the official website and in the platform's mobile application. Here you can place different categories of goods that you plan to sell on the marketplace. That is, these will not be individual items, but generalized groups. As an option, it can be “Children's clothing”, “Children's shoes”, “Goods for newborns”, “Children's toys”, “Goods for the children's room”, etc. Due to the high visual component, the perception of such showcases of the consumer market will be faster. To prepare the showcase, you will need a high-quality photo, corresponding descriptions, characteristics of the goods. If desired, you can entrust the platform with the independent creation of the showcase. In this case, you will need to connect a paid service at a price of 4900 rubles per month. But in this case, you can be sure that offers from your competitors will not be displayed here: only your positions will be present. You will also receive a Premium icon, which will indicate a recommendation from the marketplace and indicate the reliability of the store, high quality of the goods. To use the showcase, you will need to go to the "Stores on Ozon" section, select the "Individual store" tab and use the "Submit request" tool.
• Points for reviews. This promotion option will be attractive both for you, as a business representative, and for your customers. It means that a person who buys a product from you and leaves a review about it will receive additional points in their personal account. Subsequently, they can be used to pay for new purchases, including partial ones, regardless of which store the product is purchased from. Thanks to the presence of reviews, the marketplace will automatically raise your product card in its internal seller rating, which will automatically contribute to promotion. In addition, potential buyers always study reviews from other customers. And if there are a lot of them in the product card, if they are mostly positive, then this will automatically increase the level of trust not only in a specific position, but also in your store as a whole.
• Discount requests. This means that customers of a particular store can directly contact the seller, that is, you, with a request to provide them with an additional discount on a particular item. Alternatively, its size can be 5% or 10%. If you agree to this, the customer places an order on your website, and does not go to competitors. The acceptable limit of discounts you can offer to customers is an individual matter. In addition, different percentages can be set for different products. But in any case, such an offer will definitely attract the attention of buyers. And you will make the decision on whether to approve or reject such an application yourself. Such interaction with the buyer is carried out through a personal account.
• Using promotions from Ozon. The Ozon platform itself often launches special offers, for example, on the eve of the holidays, arranges seasonal sales. And it is natural to assume that they attract significant attention from the consumer market. You, as the owner of a store on the marketplace, can submit a request for the platform to add your product to this list of promotions, thereby automatically displaying it on the first page of search results. But again, we repeat that in this case you will need to sell the product on display with the discount that was indicated in the advertisement.
• Using interest-free Ozon installments. This is a special mechanism provided on the marketplace and allowing the buyer to purchase goods in installments for a period of 6 months. In this case, the seller is responsible for paying the accrued interest. They amount to 11.11% of the amount of the goods. But if the buyer does not fulfill his obligations, allows delays, or even non-payment, then this is already the problem of the marketplace: it takes the risks upon itself, reimbursing the seller for the full amount. In practice, such a solution is used to sell expensive goods, such as household appliances, electronics, as well as in the case of wholesale orders. Those products that will fall under this promotion are marked with a corresponding plate. At the same time, Ozon will promote them absolutely free of charge, placing them in special selections. In other words, you sell your expensive product with an 11% discount without any risks of non-payment and at the same time receive free promotion from the site.
• Using external sources. Although this solution does not apply to internal advertising tools, it still deserves your attention. In this case, we are talking about using native advertising or launching separate external advertising through the same VKontakte, VK Advertising, Yandex Direct. In the first case, you can use the Zen platform or social networks, in particular the accounts of opinion leaders, your representative offices on the sites and even the official website of your brand.

We would like to draw your attention to the fact that all the tools presented in this block are additional. This means that they should not be used alone, but simultaneously with the solutions we discussed in the main part of the review. This is the only way to ensure the most effective promotion of your products on the Ozon platform.

Summing up

As you can see, the Ozon platform is an excellent option for developing a business and opening up new sales markets. Regardless of which interaction schemes with the platform you choose for yourself, you will open up a lot of opportunities for business development. But the work here will be quite impressive and complex. And at this stage, mobile proxies will provide you with significant assistance, in particular from the MobileProxy.Space service. With their help, you will ensure high performance, confidentiality, and protection from unauthorized access. You will be able to open a huge number of stores on the marketplace, linking them to different regions and even countries of the world, which will further expand the sales market. And now you will have access to all those tools for automating actions that will significantly speed up and simplify the work on promoting goods on Ozon.

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