It almost goes without saying that if a customer can find what they are looking for and have confidence in their purchase, they are more likely to make that purchase. It would go without saying, yet many websites miss this most basic of things. Product content is fundamental to both helping customers find products and then provide the necessary information to help them feel confident it satisfies their needs. All the different types of product content contribute to the online customer experience. In combination they have a powerful effect on conversion rate, making your marketing dollars more efficient.
If your website has poor product content, then price becomes even more dominant as the reason why customers choose to buy from you. Customers are less likely to buy from you if you are more expensive, but if they are satisfied in other ways, such as through great product content speaking authoritatively about your products then their decision will not be made solely on price. Poor product content also makes it harder to sell the higher customer value-add products which often require more explanation. This bias will have a negative impact on margin.
Product content is also an enabler for multichannel and can be used across all customer touch points to drive improved engagement, conversion rate and an overall better experience for customers. Quality product content enables:
- A better multi-device experience: Different types of product content are required for different devices. For example, users who browse on mobile devices require excellent structured data to navigate a catalogue. Kiosks become straightforward to implement and have a more clearly defined role in the store experience.
- In-store communication and education: Point-of-sale can utilise product content to inform and convert customers in the store, both on self-edge labels, takeaway leaflets and on marketing material.
- Improved staff engagement: Providing great product content to staff both in store and on the phone, empowers them, improves engagement with customers and the chances of closing the sale.
- Catalogue content: Having ready-made product content which can be repurposed for print, both improves the efficiency of developing the publications, but also helps make them more informative.