How Online Product Content Enhances the Consumer Retail Experience
To provide context on the importance of e-commerce product content, a survey by Namagoo, a company that tracks and helps companies with digital customer experience, found that out of the ten top reasons consumers listed for what makes a great online shopping experience, six of these ten top reasons were all product content related or influenced by product content.
Additionally, consumers have said that other important factors include:
• Clear and ample product images that answered their questions
• Product reviews that are endorsed by other people like them
• Product descriptions that give more information
• The ability to easily find the product that they were looking for in search
• Easily recognize products on mobile devices
In a very visual world, a lot of people depend on the images first when they are shopping online. They may support that with reading a company’s content, but product images need to be able to stand alone — in fact, any visual content needs to be able to stand alone.
When thinking about e-commerce core content, the role of that core content really is to help online shoppers quickly identify the products that they are looking for, recognize, and quickly add to cart. It’s also to give them the information they need to get them over any hurdles to purchase.
What is the goal of e-commerce product content?
The ultimate goal of e-commerce product content is to actually persuade consumers to buy, and that could be either through the brand story, the product story, or important details that support the credibility of the product.
Ensure the product title stands out.
One of the most important aspects of core product content is the product title. The title appears on the product detail page, but it’s also what shows up in search listings both on desktop and mobile. It also appears in search listings along with the primary image of the product, so it’s actually the most critical to get right.
For retailer site search e-commerce optimization, which is the algorithm that retailer sites use to make your product findable in search listings, it is important to make sure that, for product copy, it includes the right keywords that consumers are using to both search for the product as well as keywords that are related to the product category. Additionally, these are the keywords that the retailer also uses to optimize for search, so the right keywords are necessary for the product to show up in the search listings and can be found by consumers.
Choose the right images.
The other key piece is the product images that appear in the image gallery or carousel in the product detail page. The goal is to aim for a minimum of six or seven high resolution, high quality images. On Amazon for example, there are up to seven slots that appear in the primary gallery, and then there is the option to click through for additional images. Therefore, it is important to understand through key retailers to determine how many images they support and how many it makes sense to offer.
The images should include the key information that is important to consumers, and images need to be able to stand on their own. Eye tracking studies have shown that consumers often just look at the images for information and may not read the accompanying product copy, so the images should convey all the information potential customers need, even if they don’t read the copy.
Make your assets work on mobile displays.
As consumers shop on their mobile phones, especially for products that they want to replenish, brands should try to include a mobile version of the primary product image. Size and quantity are the biggest areas of confusion when consumers are shopping online, so it’s important to provide size or quantity context and give as much information as makes sense on other product specifications.
The primary product image is the most important image to get right because it also shows up in the search listings along with the product title. Besides those two pieces of content, including a short form video is also suggested. Video has been shown to provide a sales uplift when it’s included on the product detail page. A short video, 1.5 minutes or less, is ideal. The video can be used to reinforce product benefits and features, usage, and also show other varieties of the product that are available on the retailer’s site.
Ask for reviews and ratings.
The last vital aspect of core product content is reviews and ratings. A lot of consumers read at least three reviews before deciding to buy a product. These reviews can create both sales traffic and uplift, and so it’s important to get as many positive and recent reviews as possible.
One way to increase the number of reviews is to ask consumers for reviews through means such as Amazon giveaways and promotions and by driving traffic there through social networks. The goal is to get a minimum of fifteen positive reviews and an average rating of 4 stars or above. Brands should also respond to both positive and negative reviews as quickly as possible so that it extends consumer satisfaction that their questions are being heard.
There is an opportunity for brands to align their marketing campaigns to their ecommerce strategy — especially with Millennials and younger consumers, the way your product content is presented online offers an overall enhanced retail experience.