Imagine customers walk into your store and you had to convince them to buy your products without speaking or using words.
Will it be easy for you to close the sale? Do you think they will understand the product correctly? Despite having the biggest benefits of touching and seeing the product, the probability of you converting them is less.
Why is product content management one of the crucial cards in ecommerce sales?
According to a content analytics report by eMarketer, 83% of respondents agree that product images influence them to buy and 82% say that product descriptions play a crucial role in their buying decision. This research stands proof to convey the importance of product content and rich product content. With ecommerce selling your only chance is to use product content to persuade your customers’ buying decisions.
Speaking about conversion, you know that every piece of content on the product page is crucial in pushing customers down the sales funnel. To influence buyers you need rich product content. Hence, strong and enticing descriptions are important and you know that descriptions don’t stop with a few lines of product features.
What is rich product content?
Rich product content is more of the visual assets and interesting copies that you add to make the descriptions look interesting.
According to research by Practical Ecommerce, product pages with videos saw a boost in the conversion rates from 12% to a whopping 115%. While videos also reduced the returns rate by 25% says a study by Internet Retailer.
Rich product content could be the product videos, user manuals, detailed descriptions, 360-degree product view, customer images, etc. Making such sources available for your audience gives them what they miss in online shopping – the visual, touch, and feel of the product and automatically drives them to buy from you.
However, the opposite such as wrong information, boring content, lack of visuals, etc, could result in cart abandonment, returns, and negative reviews.
A persuasive copy that goes beyond a simple description of features is what turns a casual visitor into a potential buyer.
If your product content is strong enough to do that and take the place of sales assistants (in retail stores), you can pat yourself for doing a good job.
As an example to check if yours is on point, let us look into an Amazon product page.
1. Product title
In this era of instant gratification, people expect the details to be readily available. The easier it is for them to find it on your product page, the more repeated visits you get.
Also, your first step of pushing your customers down the funnel begins with the title description of the products.
In the case of a desk lamp sold by one of Amazon’s sellers, the title uses important words such as desk lamp, table lamp, and office lamp, though it is plain to see.
These are search words that buyers use while looking for items on ecommerce marketplaces.
You should make sure that you are using these in the title very close to the beginning to help your customers identify the items easily and boost your search visibility and rank better.
2. Product features
Coming down to the descriptive part, the length for most products on Amazon marketplace is 255 characters for each bullet point. It is almost like a mini para for you to provide maximum details and catch the buyers’ attention.
Using descriptive words like eye-caring, dimmable, etc tells the features and conveys why they should choose this item over the others.
Breaking it down even further, details like 12W, touch control 5 lighting modes, 7 brightness levels, USB charging port, reduces the electricity bill by 75%, helps buyers to easily confirm the product that they are searching for.
3. Short description
The short description includes quick, easy-to-read primary information that people search for. Which are the color, style, light source type, power source, shade material, etc.
This is the basic or essential product content that is mandatory. This gives them an idea about the product and also lets them decide whether to read further or not and you mustn’t miss this part while uploading your product details.
4. Product video & pictures
This is where the rich product content jumps in. It is interesting to discover that marketers who used videos on their sites witnessed nearly half their usual gain according to Aberdeen. Also, with videos and pictures, your customers will be able to imagine how well the product fulfills their requirements.
Remember that the requirements for images and videos could be different for different ecommerce marketplaces. You should add as many images as you are allowed in the best quality available.
Creating content that converts
If you are a bit new to creating product content and if everything feels overwhelming, here’s a short explanation on how to create product content that sells.
We’ve now seen what’s product content, rich product content, why it is important, an example to check your content on the product page, and how to create content that converts.
Now, let’s look at how great ecommerce sales are directly proportional to great product content?
1. Reduces your return rate
A penny saved is a penny earned goes true in this. In research conducted by Contentfactory1, it is found that 30% of buyers abandoned their carts because they did not find enough information about the product. Good product content not only builds confidence in the brand but also reduces the return rate.
2. Increases repeated visits and sales
Selling not just once, but making them your frequent buyers is the real success. More than half, that is, 86% of people voted that they would buy from the same store if what they received was the same as what was described in the product description says a study by Deloitte.
3. Increases new customer base
Good content does more than just passing a piece of information. 81% of the people who participated in a Hubspot research say that they choose a brand or a product based on the recommendations from their friends and families. When your consistent product content can repeatedly influence a buyer, the sale does not stop there.
That being said, how would you manage to post consistent, rich, accurate, product content across all platforms? Here are a few tips for you to manage them.
Manage your product content across all channels with these 4 simple tips
- Bring all your product content under a unified repository using software that helps you manage it with almost no hassles. Also, health-check the content and distribute it the same across all platforms.
- Set a standard for your product content and never compromise. Yes, the channel-specific guidelines may vary. But the essentials are almost similar across all ecommerce selling sites.
- Optimize your product content for SEO with rich and high ranking keywords using a digital shelf analytics platform. Infuse search terms in the title and other important description spots to shoot up your visibility.
- Content has a direct impact on your click-throughs, sales, and conversions. Monitor your product content daily and empower the low performing ones with real-time conversion optimization.
Alternatively, you can deploy an ecommerce product content management and digital shelf analytics software like DigiSense360. It maintains a standard in your content by doing frequent health-checks, improves content based on varied guidelines for varied channels, points out content that needs improvement, infuses top-performing keywords in titles and descriptions, and more. You can opt to improve your product content and sales now, with DigiSense360.