How to transform your marketing approach to product cards
But read further for the good news: the right marketing approach to product cards will help you redirect consumers from competitors to your e-commerce store.
In this article, Andrey Pavlenko, CEO of Scallium, a platform for quickly launching marketplaces, is going to talk about the proper management of product content and synchronizing the product content department with marketing.
Here are two key points on improving the product content that you should keep in mind from the get-go:
- When users compare found products that look the same, they experience difficulties and delay purchasing.
- Six out of ten users refuse to buy a product with an incomplete or poor description. This consumer behavior research was revealed by keynote speakers at the international conference Ecom World 2021. And our analytics in Scallium confirms these stats.
What should we do next with this information? Start delving into the field of product content management.
Which product card converts?
An effective product page is one that gives a potential buyer all the answers after the first examination. If the visitor is satisfied and well-informed about your product from your site, there is no need to click away to another online store. They will make a purchase right then.
The retailer's task is to make the product page attractive and informative yet not overloaded with content.
To accomplish this, use the required description blocks, depending on the product page format: preview, traditional, short, or extended page that includes a detailed description, history, helpful photo, and video files.
Key product page blocks
It's of utmost importance for marketplaces where the user can immediately compare several offers at once.
The short version is designed as a bulleted list of product benefits and encourages users to make an instant purchase or view the expanded version.
The detailed description is optimized for search engines.
If you want to increase of chance of your customers discovering your products, and improve your rankings on Google, you can optimize your product descriptions with Serpstat's Keyword Research tool.
This block helps the customer reduce the possibility of a mistake when buying.
These buttons are recommended to contrast with the site/product page background, be highly visible, and attract attention with their original form.
You can use additional blocks depending on the direction, price segment, product type, and desire to improve the content and online customer relations.
The role of the product cards in customer experience
It is clear that when you have 10,000 SKUs (stock-keeping units), it is unrealistic to work with product cards manually. Otherwise, errors in the product description are guaranteed.
More than half of e-commerce business leaders, according to the study, consider that improving the quality of their product content is the key to their success. This can only be achieved through automating work with product content.
The point is that accurate and well-organized content on the seller's side attracts the customers' attention and motivates them to repeat purchases.
And when a user is satisfied on your product page, that's a good sign to search engines. They understand that the page is of high quality and brings more potential buyers to you.
PIM is a vital link in this chain, responsible for the correctness and speed of work with product data critical for buyers.
How to check if your product content management system really improves marketing
It is also important not to overload the product card, and exclude erroneous information.
Check how quickly new products are published on the site, and if creating or updating product cards takes a long time and your content managers are constantly burdened with requesting additional data, something is not right, and needs major changes.
This can be achieved with an integrated approach, consisting of a marketing and operational aspect. Then you can fully meet and even exceed the client's expectations so that their experience retains their interest in buying from your store, and they don't have to compare it to alternatives elsewhere.
This way your online store can become profitable and compete with any well-known marketplace.
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