For the modern eCommerce customer, comprehensive and accurate product information is a baseline expectation, not a pleasant surprise bonus. That’s why businesses of all types and sizes have the commercial obligation to make sure they deliver in this area. That’s why we’re covering the essence of product information in this article. It will provide you with the lowdown on what constitutes product information, some examples, and an outline of how to enrich your product data assets to generate high-value information and boost your eCommerce success.
What is product information? Meaning, examples, and, how it can benefit your eCommerce
Table of Contents
What exactly is product information?
It encompasses all the data a business holds about the products it sells or manufactures. This data usually includes (among other items):
- Name (product title)
- Technical specifications
- Dimensions
- Materials
- Weight
- Instruction sheet
- Price
- Photos and videos (digital assets)
- Schematics
In essence, it’s the detailed documentation that describes every aspect of a product and is used to make sure that customers have the relevant, up-to-date, and accurate information they need to be able to reach an informed purchasing decision.
Types of product information
Product title (name)
The product name is a critical identifier which can significantly influence consumer choices. A compelling name can attract attention and make a product stand out in a crowded market. So, strive to make your product names simple, memorable, and easy to pronounce.
Product description
A well-written product description makes the value proposition crystal clear and highlights key features, often converting these into benefits. A good product description should provide a concise yet informative overview that will capture the interest of potential customers and differentiate your product from competitors.’
Specifications
Product specifications detail the technical aspects, such as dimensions, weight, country of origin, and performance ratings. These specifics help customers understand the product’s capabilities and how it fits into their needs.
Features and benefits
While features describe what the product does, benefits explain why it matters to the customer – how it solves a problem, fits with their lifestyle, is useful, or adds value to their lives. For instance, a B2C retailer: its vacuum cleaner’s feature might be its powerful suction, but the benefit is a cleaner home with less effort. For an industrial components distributor, this sentence might appear in a given product description:
“Weather and UV resistant (FEATURE), ideal for any environment (BENEFIT).”
Ingredients or materials
To build consumer trust, transparency about what a product is made of must be a given (and that doesn’t even factor in the dire consequences of failing to comply with legal and regulatory requirements for this area). Whether It’s a list of ingredients for food items or the materials used in manufacturing a piece of clothing, this information not only helps customers make informed decisions, but provides them with what could be life-and- death information regarding allergies or use of hazardous materials.
Pricing and stock levels
With the burgeoning market in comparison sites, a business must deploy clear and upfront pricing, otherwise, it’s a potential sale lost, and collateral damage to the brand’s reputation. Additionally, indicating diminishing stock levels can create a sense of urgency and encourage quick purchasing decisions, especially if items are in limited supply.
Images and videos
High-resolution, zoomable images, and high-quality video content are a key element of any product page aiming to display products effectively. They provide a visual representation that helps customers get a far better sense of the product than mere text, and of course, they compensate in part for the absence of real-life visual and tactile interaction in eCommerce.
…as well as product data formatted for these more innovative data assets
360-Degree product views
A 360-degree product view is an interactive experience allowing customers to see the product from all angles, enhancing their understanding and confidence in the purchase – a key feature for more complex products such as intricate components in B2B
Virtual product placement or try-ons
Virtual fitting rooms use augmented reality to help customers see how products would look in their own life context, reducing their guesswork and increasing the likelihood of a purchase. Examples include clothing or furniture retailing.
Smart speaker and voice ordering
As adoption of smart speakers spreads, voice ordering is becoming increasingly popular. Providing voice-optimised product information increases the searchability of your products, as well as the ease of ordering them through these devices.
What makes product information a dealmaker/breaker
Reduced cart abandonment
Substandard product content – inaccurate, outdated, incomplete, irrelevant, confusingly presented – is a major reason for shopping cart abandonment. Providing rich, detailed product information can alleviate customer concerns, reassure them they have the information to go ahead and buy, and results in higher conversion rates for businesses.
Enhanced brand image
As a business, detailed product information reflects your commitment to quality and transparency, consolidating customer confidence and burnishing your brand’s reputation.
Increased conversion rates
The combination of compelling and persuasive product content elements can significantly impact conversion rates. As you are addressing pre-identified customer needs and preferences, you are capable of creating an engaging shopping experience that encourages purchases.
Reduced product returns
Comprehensive product information reduces the chances of returns, because customers know exactly what they are buying (and you are not misleading them!) This transparency minimises dissatisfaction and the associated costs of returns to you.
Analytics: Valuable and actionable insights
Analysing product content performance offers insights into market trends and customer preferences. The resulting data can inform product development and marketing strategies, helping to align offerings with evolving consumer demands.
Gaining a competitive advantage with your product information
Unique and original content
Differentiate your brand by creating unique product content. Highlight features and benefits that address customer needs and use high-quality images from various angles to provide a complete view of the product.
SEO-friendly product content
Optimising product descriptions for search engines enhances product (and brand) visibility in SERPs. Research and use relevant keywords naturally within the product information to improve rankings and attract organic traffic.
The product narrative
Storytelling techniques make your products more appealing. Share the story behind the product, its origins, materials suppliers, inspiration, and so on. Focus on benefits and include customer testimonials to build a firmer connection with potential buyers.
High-quality visuals
Invest in high-resolution images and videos to showcase products effectively. Another commonly-used approach is using lifestyle imagery to help customers envision the product in their daily lives.
Absence of friction on website or app
This is not exactly about product information, but it does affect how (or whether) that information reaches the target customer. Your sales channels must be user-friendly, with fast loading times, easy navigation, and a streamlined checkout process. You significantly enhance the Customer Experience (CX) and reduce bounce rates if it is top-class. As far as information goes, shoppers (on whatever device) are becoming notably impatient. If they don’t get the information they want in a couple of seconds, they’ll be clicking away to your competitor.
Easily accessible product information
Internally, your processes and workflows must ensure product information is readily available and can easily be repurposed for different channels. A powerful Product Information Management (PIM) system manages this ecosystem efficiently, with several AI-driven features reducing the time and effort needed to update product content and get it to where it needs to be.
Final thoughts
Product information is what underpins a successful eCommerce business. By providing detailed, accurate, and engaging product content, you
- Enhance CX
- Satisfy customers (returners and organic searchers)
- Boost conversion rates
- Reduce returns
- Increase conversions
- Save yourselves a lot of time and effort
So, investing in quality product information management isn’t just beneficial—it’s the key to thriving in ultra-competitive digital commerce markets.
If you’re looking to enhance your product information management, partner with Start with Data. Our expertise in PIM projects across various sectors helps you bridge the gap between where your business is and where you want it to be. From PIM software selection and integration to data migration and product information enrichment and creation, we offer comprehensive solutions tailored to your needs. Contact us today to have a conversation about how we can support your business aims and enhance your eCommerce performance.