January 3, 2019 Why Is Product Information King in Fashion Retail?
Online retail usually focuses marketing efforts on improving category pages. Optimizing these eCommerce pages, full of products of a certain category, might help attract large amounts of traffic.
However, some marketers applying this on-page SEO technique overlook the importance of including all relevant information at a product page level. This is surprising if we take into account that 34% of retailers consider the pre-purchase stage to be the most important part of a customer shopping experience, which happens in the product page. This is where you find out more about the product and its details. But why is it so important? Let’s break down the reasons.
1. It clearly affects customer experience
Product descriptions should answer any doubts or questions that your potential customers might have. Not providing all relevant information can be risky, as nowadays, customers scan through multiple websites to find what they are looking for. And a whopping 94% of them would abandon a site or even a purchase when they are not able to find what they are looking for.
The lack of sufficient information breaks the customer journey and prevents shoppers from completing the purchase. Therefore, in order to make sure they stay in your site and don’t look elsewhere for what they want, you have to make sure that your product pages are correctly filled with all the necessary product details.
2. It makes products discoverable and increases SEO
Customers scan the web looking for products armed with their most powerful weapons: keywords.
Text has been somehow neglected due to visual content gaining momentum. However, adding a title description, proper categories and relevant attributes to your product is essential to guide your customers from a Google search or the website’s search bar to the purchase page. Why? Because textual content actually makes your product offering easier to discover.
Moreover, metadata also helps search engines get a better picture of what is it that you as a retailer offer in that particular page. At the same time, it will make it possible to add filters and categorize products easier.
Ultimately, this will translate into better positioned and optimized products that otherwise would get lost in the jungle of Internet.
But crafting comprehensive content for each and every single product requires a huge effort from retailers. That’s why we’ve seen the emergence of solutions that use Artificial Intelligence to automatically assign these attributes based on the product images. The aim is to make the task of completing product information easier and faster and increase the organic position of products online.
3. It drives conversions and, therefore, sales
As we’ve previously seen, your product page is key to making a purchase. It acts as a salesperson that is simply there all the time to pitch to your customers. Therefore, any missing or misleading information will have a negative impact on sales. In fact, 98% of customers have abandoned a purchase due to incorrect or inaccurate content. This results in a business loss of over 3.1 trillion dollars in the US alone.
Once you have the right content, it will help thousands of customers get to know your products better and find what they were seeking. This is when they will be convinced of proceeding to the actual purchase.
4. It helps you sell better through other resellers
When you sell through resellers, you have an additional challenge: they can find another product that they may like, offered by another retailer in the same marketplace. It is important to keep in mind that nearly 9 out of 10 shoppers are not completely sure of which brand they want to choose when they begin looking for product information online.
When a marketplace does not have enough product data requirements set for their suppliers’ products, it is difficult to achieve consistent data across all their catalog. Marketplaces like Amazon demand more and more product data from retailers. Some have even started using AI-based automated tagging solutions to organize and standardize their product details. Online catalog enrichment solutions like automated tagging can help retailers more easily meet the requirements of marketplaces by automating this process.
However, not all marketplaces use these solutions. In that case, retailers can make use of automatic product tagging before sending the details to the marketplaces. This will prevent customers from diverting their attention to a competitor due to unorganized or poor product data. The better the product information is, the higher your chances are to convert the visitor into a customer.
5. It builds credibility and brand image
Inconsistent or misspelled product details can brutally harm your brand image. First of all, the language you use on your website or to present products in any online marketplace is part of your identity.
A particular and specific style and tone-of-voice that is unique to your brand will help you differentiate from competitors and strengthen your brand image.
Being consistent in the ontology and terms you use for categories and items, together with avoiding misspellings, typos and grammar mistakes are key. Let’s say you are looking for a product and you find it but the website is full of typos. Would you trust that eCommerce? The answer is probably not. Auto-generated product attributes and categories will avoid this kind of mistakes and will build a professional image. The result? You increase trust from customers and website visitors towards your brand.
Catchoom’s product auto-tagging solution
If you want to know more about how to take advantage of AI to make your product information management practices more efficient, contact our team.
Sources: American Express Retail Monitor, Episerver, ThinkWithGoogle, IpsosConnect.