Lazada Optimizer

SKILL.md

---
name: lazada-optimizer
description: Apply Lazada-specific optimization tactics for product listing quality, campaign participation, seller scores, and search visibility in Southeast Asia. Use when Lazada organic traffic is stagnant, Listing Quality Score is low, campaign eligibility is unclear, seller score components are slipping, or expanding to a new Lazada country store (MY, TH, ID, PH, SG, VN).
---

# Lazada Optimizer

Selling on Lazada requires a different playbook from other platforms — its algorithm favors specific listing quality signals, penalizes incomplete category attributes, and rewards sellers who participate in platform mega-campaigns with disproportionate search visibility boosts. This skill applies Lazada's documented ranking and quality logic to your listings, seller score components, and campaign strategy so you can grow GMV sustainably across markets including MY, TH, ID, PH, SG, and VN.

## Quick Reference

| Decision | Strong | Acceptable | Weak |
|---|---|---|---|
| Title structure | Brand + Model + Key Spec + Category Keyword, 60–120 chars | Brand + keyword-rich description | Keyword stuffing or 200-char run-ons |
| Category attributes | 100% of required + recommended attributes filled | All required attributes filled | Required attributes missing (LQS penalty) |
| Images | 8 images, ≥800×800, white-background main, lifestyle + size chart + infographic mix | 5–6 images meeting resolution minimums | <3 images or below-minimum resolution |
| Campaign strategy | Every eligible mega-campaign (9.9, 11.11, 12.12) + monthly category campaigns | Mega-campaigns only | No campaign participation |
| Pricing for campaigns | Discount meets campaign threshold with margin pre-planned | Threshold met by trimming margin ad-hoc | Inflating price before discounting (detected and penalized) |
| Chat response | <30 min during business hours (target ≥95% rate) | Same-day response | >24h (kills seller score and conversion) |
| Country expansion | Localized titles/keywords per market + repriced for local competition | Translated listings, same pricing | Copy-paste listings across markets |

## Solves

- Listings live 30+ days with stagnant organic search traffic and no diagnosis
- Low or unknown Listing Quality Score dragging search rank despite good products
- Campaign applications rejected for unclear eligibility reasons (price, stock, voucher rules)
- Seller score erosion from chat response rate, fulfillment delays, or return spikes
- Cross-market expansion (e.g., MY → TH) that flops because listings weren't localized
- Confusion over which levers actually move Lazada search rank vs. cosmetic tweaks
- Mega-campaign opportunities missed because preparation started too late

## Workflow

### Step 1: Audit listing completeness against LQS components

For each target listing, score: title structure (Brand + Model + Key Spec + Category Keyword), required and recommended category attributes filled, image count and resolution (≥800×800, 8-image target), video presence, and description keyword coverage. Lazada's Seller Center shows the LQS band — map each gap to its component. Missing required attributes is the most common and most damaging gap.

### Step 2: Rebuild titles with the four-part formula

`Brand + Model + Key Spec + Category Keyword` — e.g., "Xiaomi Mi Band 9 AMOLED Fitness Tracker Smartwatch". Front-load the brand and model, keep 60–120 characters, one primary category keyword, no emoji or promo words ("HOT SALE" in titles is a quality penalty, not a boost).

### Step 3: Fill every attribute and upgrade the gallery

Complete 100% of category attributes — Lazada's search filters run on attributes, so an unfilled "material" field removes the listing from filtered results entirely. Gallery: white-background main image, 3–4 lifestyle shots, size/spec infographic, and a 15–30s video (video listings get a search and conversion edge).

### Step 4: Stabilize seller score components

Four components to monitor weekly: chat response rate (target ≥95% within 30 min business hours — use Seller Center auto-reply plus templated answers), on-time fulfillment (pack within 24h; late dispatch is the heaviest penalty), return rate (audit top return reasons monthly), and shop rating (resolve 1–2 star reviews via chat before they compound).

### Step 5: Map campaign eligibility and commit to the calendar

Check each campaign's entry rules: minimum discount threshold (typically 15–30% off the 30-day lowest price), minimum stock commitment, and voucher setup requirements. Lazada detects pre-campaign price inflation — the discount baseline is the rolling lowest price, not yesterday's price. Plan margin for 9.9, 10.10, 11.11, 12.12 and monthly category days; campaign participants get search visibility boosts that persist after the campaign ends.

### Step 6: Localize for each country store

Per market: translate titles and keywords with local search terms (Thai shoppers search in Thai; "tumbler" ranks in PH but not TH), reprice against local competitors (ID price sensitivity ≠ SG), adjust attribute units (sizes, plugs), and check local campaign calendars (e.g., Ramadan campaigns in MY/ID).

### Step 7: Verify and monitor

Run `assets/lazada-audit-checklist.md` on every optimized listing. Track 14-day before/after: search impressions, click-through, add-to-cart, and LQS band movement. Re-audit monthly — attribute requirements change when Lazada updates category trees.

## Example 1: Stagnant home-appliance listing (MY)

**Input:** Portable blender, live 45 days, 12 organic visits/day, LQS "To Improve". Title: "【HOT】Portable Blender Mini Juicer Cup USB Rechargeable Best Quality Murah". 4 images (1 below 800px), 6 of 14 attributes filled, no video, no campaigns joined.

**Output (excerpt):**

> **Title rebuild:** "VitaBlend X2 Portable Blender 380ml USB-C Rechargeable Juicer Cup" — brand and model front-loaded, key spec (380ml, USB-C), category keyword (juicer cup), promo words and emoji removed.
>
> **Attribute fixes (8 missing):** capacity 380ml, material Tritan BPA-free, battery 1500mAh, charging USB-C, blade 304 stainless 6-leaf, warranty 12 months local, voltage, weight. The unfilled "capacity" field alone excluded the listing from every capacity-filtered search.
>
> **Gallery plan:** white-background main ≥1000px, lifestyle (gym bag, office desk), infographic (one-charge = 12 blends), size-comparison shot, 20s demo video crushing ice.
>
> **Campaign path:** 9.9 entry requires ≥20% off 30-day lowest (RM89 → RM71); current margin supports RM69 with bundle upsell. Stock commitment 50 units. Expected post-campaign visibility carry-over: 2–3 weeks.

## Example 2: MY → TH expansion for fashion brand

**Input:** 40-SKU modest-wear brand, strong MY store (4.8 rating), launching TH store with copy-pasted English listings, MY pricing converted at spot rate.

**Output (excerpt):**

> **Localization plan:** Thai-language titles using local search terms for the category (Thai shoppers search เสื้อคลุม not "outerwear"); size charts converted with TH-standard measurements and a model-height reference; pricing benchmarked against the top 10 TH competitors per subcategory (mechanical spot-rate conversion landed 18% above market on 23 of 40 SKUs); TH campaign calendar mapped (next entry window: payday campaign on the 25th, 15% threshold); seller score protection: Thai-language auto-replies and templated chat answers prepared before launch, since chat response in local language is a conversion gate in TH.

## Common Mistakes

1. **Keyword-stuffed titles with promo words.** "【HOT SALE】Best Quality" patterns are scored as low-quality signals. The four-part formula outranks stuffing in every category.
2. **Ignoring recommended attributes.** Sellers fill required fields and stop; Lazada's filtered search uses recommended attributes too, and competitors who fill 100% appear in filters you've vanished from.
3. **Pre-campaign price inflation.** Raising price two weeks before 11.11 to fake a discount is detected against the 30-day-lowest baseline and can void campaign eligibility.
4. **Treating campaigns as optional.** Non-participants lose share during mega-campaign months AND afterward, because campaign GMV lifts the listing's ranking baseline.
5. **Letting chat response slide.** A missed 30-minute window across a week measurably drops both seller score and conversion — buyers in SEA markets expect near-instant chat.
6. **One price across six countries.** Spot-rate conversion ignores local competitive density; reprice per market against local top sellers.
7. **Skipping video.** Listings with a 15–30s video get a quality and conversion edge; a phone-shot demo beats no video.
8. **Optimizing once and forgetting.** Category attribute requirements and campaign rules change; monthly re-audits catch silent LQS drops.
9. **Fighting returns with policy instead of information.** High return rates in fashion/electronics usually trace to missing size charts or spec ambiguity — fix the listing, not just the policy.

## Resources

- `references/output-template.md` — structured audit report format
- `references/lqs-components-guide.md` — Listing Quality Score components and weight-ordered fixes
- `references/campaign-calendar-guide.md` — mega-campaign and monthly campaign entry rules, thresholds, and preparation timeline
- `assets/lazada-audit-checklist.md` — full listing and seller-score audit checklist (45+ items)