What are product data attributes? Meaning, examples and why they are important for product discovery

eCommerce is a fierce and dog-eat-dog world, and the way you manage and present your product information is what can make or break your business. The foundations upon which a lot of that information rests are product data attributes. They are an essential element in helping customers find exactly what they need, make well-informed decisions based on reliable data, and enjoy a trouble-free shopping experience.

Our extended article goes into depth on the importance of product data attributes, how their use enhances the customer experience, and finally, provides a series of best practices for managing them effectively. So, whether you’re a retailer, distributor, brand, or manufacturer, read on, because understanding and leveraging product attributes can boost conversion rates and optimise your bottom line.

What are product data attributes?

They are the unique features and characteristics which define a product. They help distinguish one item from another and provide critical and granular details that guide customer decision-making. Attributes range from basic information such as title, price, and description to more specific details like colour, size, material, and brand. Attributes are the backbone of product categorisation and searchability, making them critically important for online product discovery and evaluation.

How product data attributes enhance the CX through improved product discovery

Persuasive product pages
When customers find the item they’re looking for, product attributes are what provide them with additional information beyond the product title, description, and visual media. Clear and detailed attributes significantly reduce cart abandonment because they address the most common (and obvious) concerns about quality, material, fit, or general suitability. If you treat them as valuable components of your product listings, they end up influencing purchase decisions positively.

Increased personalisation
When you combine product attributes with the insights you get from customer data about their behaviour, your brand can make better and more relevant recommendations. For example, this personalisation could manifest itself in “Complete the package” cross-sell suggestions for a laptop bag or cover, or tailored promotional campaigns, both online and in-store.

Predictive and stock performance analysis
Using product attributes also helps merchants understand customer preferences and seasonal trends. For example, if certain attributes like “bishop sleeves” consistently sell out, it is a strong signal of a trend that a retailer, for example, can capitalise on by stocking more products with that set of attributes.

The elements of product data attributes

Basic information
This includes essential details such as the product’s title, price, and description. These enable initial product understanding and can also be used for SEO.

Specific details
Attributes like colour, size, material, and brand enrich the product’s profile, making it much easier for customers to find and choose the specific product variant which best satisfies their need.

Unique Selling Points
If you highlight unique features, it sets your product apart in the marketplace. That means added value attributes such as sustainability, exclusivity, or innovative features can be genuine differentiators.

Auditing, cleansing, and curating product data attributes

Importance of data accuracy
Accurate, up-to-date, and complete product attributes prevent the customer frustration and irritation we mentioned earlier (resulting in bounce and, even more costly, returns). It also ensures that the product description matches the actual product, which might sound obvious, but we’ve all experienced receiving a delivery which simply doesn’t correspond to what we expected.

Regular data maintenance
Regularly updating and maintaining product attributes will ensure that all information retains the quality required. This includes price changes, stock updates, and seasonal adjustments.

Data cleansing
One way to keep data up to scratch is implementing rigorous data cleansing protocols, because they can eliminate errors and redundancies. This process involves reviewing and updating inactive product codes (GTINs) and verifying that all product attributes are accurate and relevant.

Beware! Pitfalls ahead

Inconsistent attribute formatting
It’s crucial that product attributes (such as units of measurement) are presented consistently and communicated clearly for effective comparison.

Poor quality images and media
High-quality visuals are essential for online shopping. Low-resolution images or irrelevant media simply look bad, mislead customers and increase return rates.

Overlooking SEO
If you neglect SEO for product titles and descriptions, it will reduce your product’s visibility in search engine results, which has a knock-on effect on its discoverability.

Ignoring customer feedback
Whether positive or negative, customer reviews provide valuable insights into what attributes matter most. Leverage this feedback to refine and improve product listings.

Best practices for your product data attributes

Standardise attribute formats
Ensuring consistency across platforms simplifies the shopping experience and improves data accuracy.

Optimise descriptions for SEO
Include relevant keywords in your product titles and descriptions to enhance visibility and that all-important search engine ranking.

High-quality images and videos
Use clear, attractive (contextualised, ideally), and high-res images and videos to represent your products accurately – it not only enhances the CX but also gains you brownie points in terms of the trust it engenders in your brand.

Dynamic data for ads
You can leverage the use of product attributes to create dynamic, audience-specific ads that are highly engaging and relevant to your target segment.

Regular updates and maintenance
Keeping product information up-to-date is an ongoing endeavour – it maintains the accuracy and relevance of attributes, and again, improves reputation.

Future trends for product data attributes

Enhanced AI and Machine Learning
Leveraging AI to analyse customer behaviour and optimise use of product attributes will contribute to the kind of ultra-personalised shopping experience which is already appearing with companies at the forefront of digital commerce – before long, it will be a baseline expectation for customers if they are to become repeat users.

Sustainability and ethical attributes
As consumers have already been highly conscious of a given product’s environmental impact, so the accuracy, timeliness and completeness of attributes related to sustainability and ethical sourcing will assume ever greater importance.

The role of product attributes in SEO and product discovery

As a business discipline, product discovery has evolved greatly over the past few years. The consolidation of search, merchandising, and recommendation technologies into unified platforms is a growing trend. This consolidation simplifies operations, offering a single account manager, unified technology for the team, and a streamlined product discovery journey.

Managing search queries
Managing search queries is a challenging aspect of product discovery. Best-in-class search solutions are key, as they match customer search queries to relevant SKUs efficiently. This is an unmanageable task if attempted manually due to the volume of searches and SKUs.

Brand reputation and search accuracy
Search accuracy has a major impact on your brand reputation. Customers demand the kind of precision similar to Google and Amazon. If you fall short in search functionality, such as typos breaking search queries or irrelevant results, it will damage your brand’s credibility and that is a strategic problem if left uncorrected.

Conclusion

So, we can see how product data attributes are crucial for eCommerce success. They enhance product discoverability, improve customer experience, and drive sales. By managing and optimising them mindfully, you can gain a competitive edge by having a trustworthy reputation for reliability in your target markets.

At Start with Data, we help businesses design scalable taxonomies and attribute models that improve searchability, navigation, and conversions. Our services include taxonomy design, data modelling, attribute definition, and content enrichment, ensuring your product data is structured, accurate, and easy to manage.

Want to build an attribute strategy that scales with your business? Let’s have a conversation.

What are product data attributes? Meaning, examples and why they are important for product discovery

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