You’re a retailer with great products at great prices but for some reason this is translating into online sales, what could you have missed? Well, in many instances this is down to the organisation of your product content, particularly the data. As good product images become the norm, product data is the thing that will help differentiate your web site’s online experience vs. that of your competitors.
A picture may speak a thousand words, but structured data helps navigate the thousands of products efficiently. Without good data and descriptions, your web site is just a collection of pictures advertising a price. The importance of clean, structured, accurate product data for a good user experience cannot be underestimated.
Having helped major retailers design data models, and populate them with product data, SKUvantage intimately understands how to capture an manage huge amounts of product content efficiently. SKUvantage is behind most of the structured product content on the Coles web site, we have consulted to Myer to redesign their mega navigation menu and are providing full product content services from product photography to data consulting to Spotlight.
If you are interested in the importance of product data and how it can drive conversion, read more below, and contact us to discuss our product description writing service or how SKUlibrary can help manage your product content.
Organising product content is key to making the customer experience as enjoyable, or at least as useful and stress-free, as possible. If customers are faced with unclear or incomplete information, browsing becomes a chore and they will go where they can easily find the information they look for, they may return to your site but only for that irresistible bargain with a razor thin margin.
With better information readily available, customers can shop how they want to shop: with few mouse clicks to get from anywhere to anywhere and an easy to use, searchable database. They may well still do further research elsewhere but they will be more likely to make an impulse purchase and, most importantly, they will leave happy.
Four data driven criteria that help make an e-commerce website effective are:
1. An effective search function:
Indexing content makes ‘search’ work more effectively and customers will get the information they need quicker and easier. If a customer searches for “red damask cushion” and those words are indexed from your content they will be taken to a red damask cushion. Of course you need to have captured these attributes to make them searchable.
2. The ability to browse
Come customers prefer to browse through a catalogue, refining the number of results returned to get exactly what they want. This is especially true for products with standardised features or a large number of variants. This requires accurate and well-structured product data management.
3. Product Comparisons
How do customers choose between two bottles of wine? What makes one camera better for a customer than another? The ability to compare the features and benefits of two or more products allows customers to easily make an informed decision. This is only possible if data is complete and structured, otherwise values or missing and attributes can be misnamed.
4. Data Driven Content
The content on any page should be relevant to the product, whether they are specifications and features or extended content such as buyer’s guides and product reviews. Having rules based on product attributes will finely tune the content for the product being displayed. Again, this is only possible with excellent product data management.
Investing in quality product content will add to the user experience and result in a higher conversion rate. This isn’t as easy as it sounds, as the numerous poor online retail experiences will attest. Contact us to discuss how we can help.