7 mistakes in product listings that kill advertising on Kaspi

Advertising on the Kaspi marketplace is a powerful way to attract buyers. But even with a healthy budget and a smart strategy, a campaign can fail if the product listing itself isn’t ready to receive traffic. Below are the seven most common mistakes that make advertising pointless and lead to wasted budget.

1. Weak or irrelevant main photo

The first thing a shopper sees is the image. It needs to be sharp, professional, stand out in search results and clearly represent the product.

Mistake: dull photos, logos instead of the product, unrelated objects, low resolution.

Consequence: low CTR (click-through rate), reduced impressions, higher cost per click.

2. Missing key information in the title

The title should include parameters important to the buyer: brand, model, volume, size, etc.

Mistake: “Pot” instead of “Aluminum pot 5 L with lid”.

Consequence: the listing does not appear in targeted searches, visibility drops.

3. No reviews or a low rating

Reviews and ratings are the main trust indicators. Without them, users are less likely to place an order even if they clicked the ad.

Mistake: launching ads for a brand-new listing with no reviews.

Consequence: high cost per click, low conversion.

4. Incomplete or generic description

The description should answer buyer questions, reveal benefits and explain how this product differs from alternatives.

Mistake: copy‑pasting the supplier’s page, generic phrases like “high quality, affordable price”.

Consequence: lack of buyer interest, quick loss of attention.

5. Unspecified characteristics

Kaspi provides a structured way to fill in product characteristics — this affects not only buyer convenience but also search ranking within the marketplace.

Mistake: empty or incorrect specifications.

Consequence: your product gets excluded from filters and category searches, traffic quality drops and conversions fall.

6. Low-quality additional photos

Secondary images are used to answer final purchase questions: packaging, dimensions, key details, lifestyle shots, and scale. If they’re unclear, buyers hesitate.

Mistake: blurry close-ups, inconsistent style, no photos of accessories or scale references.

Consequence: higher return rate, fewer add-to-cart actions and lost sales despite ad clicks.

7. Price above market with equal conditions

If your offer has the same delivery terms, warranty and stock status as competitors but is priced higher, ads will drive traffic that won’t convert.

Mistake: ignoring market prices, not using promos or bundling to justify a premium.

Consequence: low conversion rate, wasted ad spend, poor Buy Box performance.

What to do:

• Audit the listing before launching any advertising: review images, title, description, specifications and price.
• Make the main photo neutral on background, high resolution and focused on the product; use lifestyle shots to show use cases.
• Rewrite titles using a clear template: Brand + Model + Key spec + Size/Volume. Keep it readable for users and search-friendly.
• Gather initial reviews quickly — limited promotions, post-purchase communication, or AWW automation for review collection work well.
• Fill every relevant characteristic field accurately (EAN/GTIN, SKU, material, dimensions), and select the correct category.
• Use promotions or introductory pricing to acquire the first customers and boost conversion — then gradually normalize pricing.
• Run A/B tests on images, titles and descriptions; monitor CTR, conversion rate and cost per conversion.

SEO for the product page: practical instructions

1. Keyword research: collect search queries used on Kaspi and general search engines. Focus on buyer intent (e.g., “stainless steel thermos 1 L”).
2. Title format: Brand + Model + Main characteristic(s) + Size/Volume. Avoid stuffing — make it scannable.
3. Fill structured fields: EAN/GTIN, SKU, manufacturer, country, dimensions, weight. These feed marketplace search and filters.
4. Description: start with a short summary of benefits, then technical specs, usage scenarios and what’s included. Use bullet points for scannability.
5. Images: optimize file names and alt text with main keywords; keep images consistent in style and size.
6. Internal linking: link to related products, bundles or compatible accessories when applicable; this helps cross-sells and session depth.
7. Monitoring: track impressions, CTR, sessions, conversion rate, average order value and Buy Box share. Make iterative improvements weekly.

On Kaspi specifically, prioritize correctly filled catalog attributes and EANs — the platform’s search and filters rely heavily on structured data. Also pay attention to stock signals and delivery options: availability and delivery speed influence ranking and Buy Box allocation.

Marketplace specifics: what to consider for Ozon, Wildberries and Kaspi

Each marketplace has its own nuances; a one-size-fits-all approach rarely works.

• Kaspi: strong emphasis on structured characteristics and fast delivery; Buy Box behavior depends on price, delivery and seller reputation. Images and accurate EANs matter a lot.
• Wildberries: category curation and seller compliance are strict; the platform uses its own ranking factors and often highlights price and availability.
• Ozon: search relevance is influenced by titles and seller metrics; promos and Ozon Ads formats require precise tracking of SKU-level performance.

For all marketplaces: maintain consistent product identifiers (EAN, SKU), monitor competitor pricing, and tailor creatives to each platform’s audience and requirements.

Tracking and improving product-page performance

Key metrics to watch:

• Impressions and CTR — show how attractive your listing is in search results.
• Sessions and conversion rate — indicate how well the page converts visitors into buyers.
• Average order value and units per order — useful for promo planning and bundles.
• Buy Box share — crucial for visibility and sales on marketplaces that use it.
• Return rate and review sentiment — they affect long-term performance and ranking.

Improve iteratively: test one variable at a time (photo, title, price), run the test for enough traffic to be statistically meaningful, and keep a log of changes and results. Use AWW tools to automate review collection and messaging, and to run targeted promos without manual overhead.

Summary: before you pour money into ads on Kaspi, make sure the listing is prepared to convert. High-quality images, a clear title, complete specifications, authentic reviews and competitive pricing are the basics — get these right and your ad spend will work much harder.