As anyone who has experience with online advertising knows, not all clicks are created equal. Conversion rates and clicks can vary greatly from product to product in your online marketplace, and there are many different factors that can contribute to these differences, such as an item’s price or the accuracy of the campaign’s targeting.

While there are plenty of reasons why a click may not convert to a sale, one of the most frustrating ones is when that click doesn’t even lead to a page view! How can you turn a potential buyer into a paying customer if you never even get the chance to make your case? Even a perfect elevator pitch wouldn’t impress someone who didn’t get on the elevator to hear it.

Meaningless clicks that don’t result in page views are unfortunately part of the cost of doing business across all e-commerce platforms, but on many sites, we can only guess what these numbers look like. That is no longer the case on Walmart Marketplace, which recently added the Total Product Detail Page Views metric to the Walmart Connect keyword report.

By comparing Product Detail Page (PDP) views to clicks on your campaigns, you can see what percentage of clicks actually result in views. For example, if one of your keywords has generated 45 PDP views in 100 clicks, that would mean that 45% (45 page views divided by 100 clicks = .45, or 45%) of your clicks have led to PDP views and 55% have not.

What leads to a click not translating to a PDP view? While Walmart hasn’t officially commented on this yet, there are a few potential reasons to consider:

• Technical issues with click tracking
  
• Accidental clicks or taps from customers followed by quick exits
  
• Customer browser issues such as slow load times

Regardless of why clicks may not be converting to views, this is extremely useful information for sellers that I am happy to see Walmart providing transparency on.

Have you looked into your Total Product Detail Page Views yet? If too many of the clicks you are paying for on a keyword aren’t converting to page views (I’d consider anything over 40% pretty high), it may be worth investigating with Walmart if there are any tracking issues present. You may also want to start paying attention to your conversion rates in terms of purchases vs. PDP views instead of purchases vs. clicks to get a more accurate picture of how successful your pricing and page details are.

Brand Manager Gives You More Control

Walmart Marketplace sellers now have access to the new Brand Manager tab in Seller Center. This page gives trusted sellers the opportunity to take full control over their brand, establishing themselves as the Acting Brand Owners and giving them the right to approve or deny Authorized Resellers on their product listings.

To become an Authorized Reseller or an Acting Brand Owner, all you have to do is submit a request on the Brand Manager page and upload the documentation requested to confirm the accuracy of your claims. Note that sellers must have their brand registered in the Walmart Brand Portal and have items for that brand in their catalog before applying to be the Acting Brand Owner.

Once you are set up as the Acting Brand Owner, other sellers will only be able to sell on your product listing with your approval. Chalk this up as another big win delivered to Walmart sellers this holiday season– no more unwanted listing hijackers!

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