Regardless of how many product ranges you sell – or even if you sell services – keeping product information up-to-date can be a mammoth task. Not only is it time-consuming, but it can also be easy to make mistakes. There’s nothing more frustrating than investing in a service or item, only to receive something different from what you thought you were getting.
Why accurate product information is critical
Today’s modern consumer often takes extra steps to make sure they’re making an informed buying decision – especially when ordering online. For example, a customer who needs a new pair of walking boots for their camping trip will often start with searching for their favourite sports shop’s website. Once there, they may look at:
- Imagery/videos of the walking boots they’re interested in
- Colour options
- Material of the boots
And they’ll make a decision whether to buy them or not based on this information’s ability to match with their expectations. This is one of the reasons why your product information needs to be complete and accurate – without it, you risk losing a sale or abandoned shopping carts.
Accurate data also brings value to your staff in the following ways:
- Helps them link relevant products together (e.g. replacement parts, accessories) which leads to more efficient marketing campaigns that complement your range of products
- Helps create clearly defined product attributes which increases the chances of your website appearing higher up in search results and search engines. These details help your staff build a reliable and consistent framework for managing your inventory
Ultimately, quality product information helps both your customers (who benefit from a seamless shopping experience) and your business (which can reduce inefficiencies, boost sales and more).
What are the benefits of improving product information?
Here are the top reasons why improving your product information can elevate your business…
1. Improves customer experience
When customers see an engaging, accurate product description and appealing photos, they're more likely to buy the item or service. Why?
Because it’s presented in an aesthetically pleasing and professional manner.
It's also detailed and answers any questions they may have so they're less likely to be left frustrated and/or need to contact your customer service team for help. By improving your product information, you’ll give your customers a better experience they can trust and all the necessary details they need to make an informed buying decision.
You’ll also be able to constantly offer them accurate and up-to-date information. This helps create a smoother sales process as it removes the chances of customers ordering products or services that are out of stock.
2. Increases revenue
Quality product information means a better service for your customers which can increase your revenue. This is because satisfied customers are more likely to trust you and want to use your services again. And as we mentioned earlier, linking products that complement each other makes it easier for your customers to view products they’re interested in.
Continually updating your products and their information also keeps customers returning as they want to know what else you have to offer. It also means customers can easily see what’s available for purchase this can be invaluable, particularly if you’re selling something your competitors don’t.
You can read more into increasing customer revenue by clicking here.
3. Less customer complaints and refund requests
When customers know exactly what they’re going to get with your product, they’re less likely to ask for refunds or complain if it doesn’t meet their expectations. So, it’s your job to make sure your target audience doesn’t have to dig around for (or make assumptions) about the product you’re offering them.
With high quality product data, you can send the right message to the right audience. Through the research you did to determine your buyer persona’s:
- Pain points
You can share the relevant product information that appeals to your target customers and keeps them engaged.
4. Fuels word-of-mouth and social media recommendations
78% of people will talk about their favourite recent experiences to people they know at least once per week. So, if your website is clear and your product information is both exciting and true, then your customers will receive a much more positive experience.
And this will motivate them to spread good words about your brand.
5. Legitimises your brand
Your products reflect your brand and everything it stands for. If your product information doesn’t add up during any stage of the buyer experience, it’s bad news. Potential customers may lose all trust with your brand and head straight to your competitors.
With accurate product data and enriched digital assets, you can provide a positive product page experience. Consumers don’t have time to scroll through product pages for hours to find the particular product they need – by making the buying experience as easy as possible with:
- Accurate product specs
- Clear digital assets
You’ll boost your chances of customers returning.
6. Helps you create product descriptions that convert
Your products and target audience will help you determine what data is best to include in your descriptions. For example, if you sell a product with multiple variations that each have a specific use, including these details in your product descriptions is a must.
A customer looking for knives wants to quickly read the product description and see which types of knives you have available. To help them, you can pull details from your product data including (but not limited to):
- What materials the knife is made out of
- Size options
This gives your customers complete insight into your inventory. Accurately describing your products at this point helps potential buyers determine whether your product meets their needs. Accurate data also makes it easier for your copywriters to create clear descriptions that guide your customers through the decision making process to placing an order.
For example, accurate data stops your website editors from filling product descriptions with irrelevant information that confuses your customers.
Enhance your product information and you can increase your basket value…
The past 18 months have pushed consumers to shop online, making the e-commerce more promising (and competitive) than ever.
So, to get your business to reach its maximum potential, you need to increase basket revenue. Managing your product information and using a PIM system is only one aspect of increasing your basket revenue.
Download our guide below and discover the steps you need to know.