If your products aren’t showing up in search results, the most likely reason is incomplete or inaccurate product information and data. The core of your customers’ eCommerce experience relies on product information. From the search and discovery phase through specification and price comparison to ordering and shipping decisions, customers rely heavily upon accurate product information during their journey.
Utilizing a Product Information Management (PIM) tool is critical to delivering a consistent product experience for your customers. An eCommerce PIM ensures your customers receive seamless, error-free product information during their shopping, regardless of the sales channel or device.
There are several areas where high-quality product information is critical for your business’s success. They include revenue growth, brand equity, and product findability.
Accurate product information and helpful product content impact eCommerce revenue. Products that don’t appear when customers search for product information directly affect your company’s bottom line. Recent studies have shown that buyers have abandoned their shopping carts due to poor product content 30% of the time. 25% have abandoned carts due to low-quality images and product reviews.
Poor quality or inconsistent product information negatively impacts a company’s brand. 46% of purchasers will not buy a product if they don’t find enough detailed product information. Even if they do purchase, they are unlikely to return and purchase again due to inaccurate or incomplete product information. According to a recent survey, 45%of buyers were willing to pay more for a similar product if it came from a brand they trusted (vs. 30% in 2021). To create customer loyalty and repeat business, a business must ensure its product information (copy, data, images, files) is the most complete and accurate it can be.
To ensure your customers can search, discover, and find the products that meet their needs, product content must be focused on the ideal customer. Ensure to use accurate and comprehensive descriptions that help your customer distinguish the product from similar products or even dissimilar products with similar terms. Product images should accurately represent the product for sale, distinguish important product characteristics, and be well-lit, clear, and in focus.
Product information is the lifeblood of your eCommerce activities, and it has a crucial role in determining where, when, and how your products are found by your buyers. Every purchasing decision depends on accurate, complete product data to solve the specific needs of your customers. From a strategic perspective, a PIM becomes one of your most important business assets.