Here is your moment of truth: among hundreds of E-commerce websites, the customer has landed on yours, and after just a short search, he has clicked on your product page!
It is the moment to ask yourself: is your product description detailed and clear enough? Does it speak to all customer senses and cover all questions he could ask?
Of course, tons of articles have been written, listing all kinds of advices on how to improve your E-commerce product page. Indeed, it is a complicated process that requires a lot of work, practice and thought.
Here, you will find a digest of several tips and best practices on how you can optimize your product page by exploiting the potential of a Product Information Management (PIM) and Digital Asset Management (DAM) solution.
1. Content is king!
This famous phrase from Bill Gates has a high relevancy for an E-commerce product page. The perfect consumer experience you would like to provide is largely dependent of the published product information quality. It has to be complete and clear enough to cover all customer questions, personalized enough to compensate the lack of advice he could get in a physical store, enticing enough to minimize his hesitation and make him pass on to the next stage of the buying process.
These challenges increase considering the variability of stock levels, the constant evolution of new products and changing customer needs. This is where the usage of a PIM with an integrated DAM solution comes into play!
The perfect balance between facts and stories
First of all, these solutions allows you not only to list valuable product details, such as product dimensions, fabric, color, size, etc., but also personnalize and adapt your product description, since you are communicating through different distribution channels (web, mobile, PoS, marketplace, etc.).
By defining different publication contexts within the solution, you can easily vary your product description according to each context to make it relevant to your target.
Available stock information
Guaranteeing that stock levels are clearly indicated on the website will result in satisfied customers. Should a customer find out that the chosen product is no longer in stock when he is about to purchase it, will negatively influence his purchase behavior.
Since the PIM solution can be connected to your ERP solution, it can automatically receive stock information and update your E-commerce website in real time. Besides that, a phrase indicating current stock levels such as “2 items left” or “limited edition”, “free shipping in next 48 hours” will increase the likelihood of a purchase.
Delivery and return information
Hidden shipping costs appearing on the checkout page have never contributed to improving conversion rates, so be honest with your customer and make it clear if there will be additional shipping costs. The PIM solution helps identify the customer’s position to determine if that location charges shipping costs, thanks to the criterized parameters that can be attached to products.
2. A picture says a thousand words…
…and it can tell even more if it is a large, high resolution and bright image! Needless to explain the effect of qualitative images on the consumer experience. Make sure you exploit the potential of your DAM solution. You could e.g. define image profiles containing different characteristics (i.e thumbnails, principal images, etc.) and automatically convert them into the needed format and resolution. Some of these solutions allow you to crop the images directly within the interface, so you can point out certain details of the principal image that you would like to zoom in on, crop and thus quickly and easily create secondary pictures. Clipping paths could also be handled within the solution, which could considerably vary product images as well
3. A video tells the whole story
Since the customer can’t touch or try the product, providing him with a video about it might be the best way to demonstrate all its benefits and features. A DAM solution allows you to perfectly manage your video and/or sound files. It is also possible to include a link to your Youtube channel via a simple text field, but asking the customer to leave your website to get the information about your product elsewhere doesn’t really improve his experience, right?
4. Upselling & cross selling: anything else?
Quick reminder: upselling means suggesting a more expensive model of the same product or added features and warranties to a customer. As for cross selling, it is about suggesting products from other categories that are relevant to the product the customer is interested in. Now, a PIM solution is able to create links and associations between products and helps bring your E-commerce customer service up another level.
To bring it to the point, PIM and DAM solutions, exploited in their full potential are very helpful in optimizing your product page, allowing you to diversify the content, publish relevant and up-to-date information, adapt it to each target group, and bring your customer a lot more fun while shopping online.
