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How-to 11 min read February 22, 2022

How to transform your marketing approach to product cards

How to transform your marketing approach to product cards
How to transform your marketing approach to product cards

CEO and co-founder at Scallium
No matter what you sell, your customer will always look up the alternatives before making any purchase. Every well-known marketplace is saturated with products similar to yours.

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:

  1. When users compare found products that look the same, they experience difficulties and delay purchasing.

  2. 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?

The popularity of marketplaces has somewhat spoiled the shoppers, primarily because they always have a variety of options for comparison.

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.
Product card example
Product card example (Source: Walmart)
In any case, there are mandatory blocks that are not dependent on the product page format. This is what the user always expects to see on the product page. And when they don't find this information, they tend to lose trust and click away.

Key product page blocks

Title confirms to the user that he landed on the correct page. It is displayed on the category pages and on the product card. The title is positioned above the product photo or aligned to the left/right of it.
Product ID uniquely identifies the products. This block specifies the search results about a product item on the Internet. It allows the client to quickly navigate the assortment and clearly formulate questions about the product to the seller and consultants.
Media files like photos and videos present the product and emphasize its advantages. Make sure all pictures in the carousel are high-quality and equipped with a magnifying glass option.
Price. It always plays a crucial role in making a purchase decision.

It's of utmost importance for marketplaces where the user can immediately compare several offers at once.
Product card example
Product card example (Source: musicstore.com)
Availability. This block indicates the quantity of the item in stock.
Delivery terms inform the customer about the delivery time and cost, depending on the location. Information about free shipping and returns is often included here.
Description block is meant for adding complete information about the product.

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.
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Characteristics block is intended for information about composition, weight, dimensions, material, equipment, and country of production.

This block helps the customer reduce the possibility of a mistake when buying.
Buy box consists of "Add to cart," "Favorites," "Wishlist," and other elements of the so-called purchase block, which encourage targeted action.

These buttons are recommended to contrast with the site/product page background, be highly visible, and attract attention with their original form.
Reviews and ratings. Almost 90% of people read reviews before buying. Negative feedback also builds trust if the seller quickly and honestly responds to it.
The absence of even one of these required blocks can give the impression that the seller is hiding something important about the product or does not care about the customer experience.

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

The level of customer experience largely depends on the product content quality. The more complete, accurate, and up-to-date information a product customer sees, the higher the probability that he will immediately purchase it and not click away to search for additional data on other sites.

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.
Product Information Management​ system
Product Information Management system (Source: Scallium)
Systems for managing a product catalog are known as Product Information Management or PIM. They help reduce the routine associated with creating and editing product information and delivering this data at the right time and place (sales channels). This satisfies customers' requirements for the completeness, accuracy, relevance, and availability of data on the online store assortment.

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

The information in the product card is complete and accurate;
The system should be able to precisely transfer the information needed in the specified sales channel. Check if all the data, your customer expects to see, is transferred to the storefront.

It is also important not to overload the product card, and exclude erroneous information.
The product card contains a well-designed product demonstration in different formats;
It is best when the product card contains all types of media files that will be interesting for your target audience: standard and 3D photos, tables with parameters and sizes, video reviews, and so on.

The data in the product card is up-to-date;
To accomplish this in real-time, synchronize information with other sales channels, suppliers' and partners' databases.
You are able to quickly bring a new product to the showcase.
That's what a product content IT solution should allow you to do.

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.
Product content is adapted for local markets
65% of consumers prefer product content in their native language. If you sell in local markets, make sure that the technical solution enables you to operate in different languages and that you can set up other delivery terms, prices, and promotions for each local market.

Final thoughts

The critical task of the online store is to turn the product page into a personal "sales assistant", which is able to honestly, accurately, and timely describe everything about the product.

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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