Rich product information is a marketing investment that many businesses skimp on. According to Google, 85% of shoppers agree that product content is important to them when deciding which brand or retailer to buy from ... yet businesses tackle it as an afterthought? It’s a no-brainer that your content filters through every touchpoint, driving sales and visibility in such a competitive market.
When customers land on a product page or marketplace listing, they’re presented with plenty of information. And it is the type of information and product experience that makes them leave...or stay and buy the product. They look at the information that tells them what the product is, what features it comes with, and most importantly, how it will benefit them. This information includes everything from product names, product descriptions, features, benefits, how-to's, images, and videos. (These are the bare minimum you cannot afford to skimp on.)
But the tricky thing is, giving customers product content at the appropriate level of detail may not be enough to make a prospective customer pick your products over your competitors. So then, what do you do to tilt the scale in your favor?
Well, you write well-thought-out product content that is memorable enough to persuade prospects to buy your product instead of your competitors.
1. Defining and focusing on your ideal customer
If you’re not making as many sales as you thought you would, then maybe you’re unsure of who your target customer is. And if you don’t know who your target customer is, your product data and marketing communication will be off.
So, define your buyer persona, using research from your existing data;
- Give the persona a "name"
- Draw up the demographic details (age, location, and gender)
- Define their interests and challenges
- Consider different behavioral traits
Once you have done this, you’ll get a better understanding of your ideal customer’s buying patterns, needs, wants, and pain points. This will help you write content that resonates and directly addresses their pain points in a language and voice they understand. Content that meets their goals instead of yours.
2. Demonstrate value in your product features
When you’re working with product features, think about the ideal customer persona you’ve created using the information above. Think about the purpose of each feature and product experience you’re looking to add. Features can make a product appealing if the customer understands how it will serve them.
So, it’s critical that you frame each feature in a way that demonstrates how the product will solve the challenge a customer is grappling with. (Or how it will add value.) This is something you can achieve by aligning the feature with a benefit.
Let’s say you sell patio heaters, and one of the main features from your range is ‘Passive Infra-Red.' You can easily get creative with how you write this information to match the benefit. For example, you can communicate convenience and safety benefits by saying, “this patio heater has a Passive Infra-Red feature that turns the heater off after 4 minutes if there is no movement within 3-4 meters in front of it.” By being descriptive like this, you're able to indirectly tell the customer what they need to know: this heater is a safe, ultra-modern solution for their outdoor patio.
There are several other features that you can match with different types of benefits. If you know that your ideal customer is in search of convenience, tell them that your product gives them the convenience they’re looking for and detail exactly what type of convenience they’re getting. And how will you know your customer is looking for convenience? Through their search behavior on your site.
At the end of the day, your goal should always be to help customers visualize themselves reaping your product's benefits through its features.
3. Enhance your readers' imaginations
According to this study, 82% of shoppers want to ’view-and-touch’ products before committing to buying them online. Unfortunately, this is not always a possible experience. But what it does highlight, as explained by Sam Rutley in the same report, is that customers will only part with their money for a product if they receive the same level of reassurance that they would in a brick-and-mortar store.
Since they cannot view, touch, or test the product on an online marketplace, they rely on the information attached to the product to learn more about it. This is where you can help them imagine what the product looks like, feels like, what it would be like to own it and use it. Be as descriptive as possible. Use the magic of sensory adjectives to enhance your customer’s imagination and desirability.
If you’re selling gin, you can use words like zesty, citrusy, sweet, bright, and refreshing. Take a look at the example below.
4. Make the information scannable
While we’ve touched a lot on making the information as detailed as possible, but in saying that, it’s important also to mention that the content shouldn’t be bulky. It needs to be easy to read and, therefore, scannable. In this “How People Read Online” report, we see that online reading behavior hasn’t changed much over the years. People are still likely to scan through content on mobile and desktop.
It's always good to reiterate that there’s no room for error. It is your duty to ensure that your product database has no bad data that could jeopardize your reputation. Ensure that it is filled with clear, interesting, and digestible information that persuades the customer to learn more about the product. One way to win at this is using the right font, having enough white space and bullet points to organize the content in a structured way that improves readability.
5. Identify opportunities for improvement
Product information is central to your business's bottom line.
Memorable product information isn't a once-off approach but something you need to continue modifying to improve your product data quality.
Luckily, with a Product Information Management (PIM) solution like Plytix, you can easily do that with your content management. The PIM tool allows you to tweak your product information and perform data governance in real-time from a single source of truth. It also provides you with multichannel commerce capabilities for you to easily distribute the right product information to the right channel. It’s one of the best PIMs for Shopify, and that is why Shopify customers are using it.
Adopting a product information management system is your recipe for success! Our research shows that PIM adopters reap the benefits of improved sales, operating margins, market reach, and customer satisfaction in just two years.
It may sound too good to be true, but you can have a thorough read and analyze the stats yourself from this study that shares insights on how companies that use PIM are outperforming their competition. When this study sparks interest, hit us up for a free spin! No credit card is needed; explore it as long as you'd like!