Product Content That Converts

Get your products found, increase conversions and reduce returns with a touch of content magic.

As we move into a more digital-first world, the online shopping experience has to take the place of a physical shopping experience. Consumers expect to experience a product without actually touching it; they need to be assured the product will fulfil their every need. This is done through the magic of content; compelling and robust product descriptions, high quality imagery and videos, customer reviews and content, content, content.

According to Smart Insights, the average ecommerce conversion rate is 3%.

Here are some tips to bring some content magic to your products to help them convert.

Conversion (Orders / Visit)

Average return rate across categories graph
Purple witches hat

1. Structured data makes products easier to find

It’s not enough to categorise products at a high level (e.g. womens clothing, womens shoes, etc), consumers expect to filter from the category page to find exactly what they’re after.

The Baymard Institute found that sites with mediocre product list usability saw abandonment rates of 67-90%, whereas sites with just a slightly optimized toolset saw only 17-33% abandonments for users trying to find the exact same types of product. You want to keep consumers on your site? Make it easy for them to find what they’re after!

Let’s take a look at the impressive Adore Beauty website. Here we can see all their top level categories, making it very easy to find what you’re looking for. What makes Adore stand out from the pack is their next level categorization, which is entirely dependent on the top level category.

Adore Beauty website categories. Help customers find what they're looking for.

Let’s click through to skincare, where we can further filter by attributes, such as ingredients, skin type, skin concern, age range and much more. Brilliant. Let’s say I’m a mature lady looking for a magical product that will help ease pigmentation. It must be Australian made and not too expensive….

With a wave of my wand, and a few selections on the left … Accio, magic product! (that’s a summoning charm, for all you muggles out there.)

By offering many filtering options, consumers can easily find the product they’re looking for.

But wait, there’s more.

Attributes and attribute groups can be assigned to different product categories, keeping your product filtering clean and user-friendly. In the example above, we were looking at skin care. Look at the different options available to products within the haircare category:

Adore Beauty Website filtering. Help customers filter the categories and products they want

While it may seem an impossible task to add a magnitude of attributes to each of your products, a PIM solution can automate this process for you. Product information can be imported from any system, enriched and tailored for your website or for specific marketplace requirements.

Another fantastic example is Showpo. Products have been given attributes to assist consumers to find exactly what they want, whether it be by occasion, style, trending and much more.

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Amazing ecommerce website - Showpo.

Click through to their category pages and not only can you filter by attributes, you’re also presented with sizes available and alternate product shots on rollover.

Consumers filter the attributes to find the exact style, length, colour, size, price, etc, that they’re after.

Showpo Website

Again, attributes available for filtering are entirely dependent on the top level category. For example, a “Dress Style” would have attributes such as shirt, skater, strapless shift, slip, pencil, wrap, etc. (apparently there are 19 different styles of dress – who knew 🤷). A “Top Style” would have attributes such as activewear, basic, blouse, cami, knit, roll neck, tank and so many more.

Attributes are vital to helping consumers find the right product for them, and not get frustrated scrolling and scrolling and scrolling.

Product content magic

2. Content, content and more content.

BigCommerce believes there are 7 requirements for a product page:

  • Feature image
  • Gallery or product photos
  • Product overview, including title, price, features, CTA and customization options
  • Social proof, including review and ratings

  • Similar product suggestions (upsell and cross sell)

  • Human interaction for any help or guidance needed

The all-important content on this page can be the difference between a sale and an abandonment. Think of your data as your virtual retail sales assistant; it will conjure the product in your consumer’s mind and give them the best possible product experience without actually touching the real thing.

Let’s check back in with Showpo and see how they’ve structured their their product pages to convert:

Showpo Dresses

First of all, the models. THANK YOU Showpo for embracing diversity 👊. The vast imagery displays the various features of the product and gives the consumer a good idea of what the product will look like on them. Just as important is the product description; it’s emotive, yet descriptive, and gives the all important size and fit details (Want to reduce your return rate? Pay attention to those!).

Showpo Dress Description

Different products evoke different attributes as well as detail on the product page. Showpo’s Bridal feature contains an abundance of product details, extremely important when selecting a dress of such importance!

Showpo Bridal product description
Showpo Gown
Showpo Gown

Rich product content is the magic behind ecommerce success. A robust and powerful PIM (product information manager) will manage and automate your product data, ensuring accuracy and completeness. A top solution will also assist tailor product information specifically for external applications, marketplaces and additional sales channels.

Let’s look at a product page on Adore Beauty. They’ve accomplished an almost impossible task of selling make-up online. Traditionally, you’d need to match colours, feel the texture, see how a product sits on your skin…. Adore have managed to create enough content to ease the consumers mind and give them a product experience as close to an instore experience as possible. Here, we’re looking at cult product IT Cosmetics CC Cream:

Adore Beauty Website. Excellent example of product data that sells.

Managing this content is easy with a PIM Solution – product content can be imported, enriched and exported back out to websites, marketplaces, sales channels, advertising feeds, BI platforms and much more. PLUS – as all the information is stored in the one place – updates are quick and simple, and are pushed out throughout your network.

But wait, there’s more.

Ecommerce content isn’t just product based or user generated (e.g. reviews) – actual content is big business now and is the best way to upsell, cross sell and give product experiences to the masses. Take Adore Beauty; they recently poached Amy Clark, Senior lifestyle content producer and podcast co-host from Mamamia to up their beauty content game. Their Beauty IQ content is a game-changer. Their fresh articles keep consumers coming back, and, while they may not make a purchase every time, it certainly keeps Adore top of mind and the place to go for all things beauty.

PRO TIP: Reduce your return rate with accurate and comprehensive product information.

30% of all products purchased online are returned. 30%! Consumers expect free returns shipping and while a vast majority of retailers offer this, is it really sustainable? Over half of all retailers say dealing with returns has a negative impact on the day-to-day running of their business, and 1 in 5 have increased their prices to cover the cost of returns.

Reducing your return rate will not only impact your bottom line, but also instill trust in your customers, keeping them loyal and encouraging repeat business.

Detailed product information will help consumers select the right size / colour / style / shade / etc. High quality imagery, product tours, using a diverse range of models (yay Showpo!) and actual customer feedback will all help you on your journey.

Look at your products with the highest return rate and ask yourself why. Are the specifications wrong? Does the description not match the product? Ask your returning customers – they won’t be shy in telling you!

Like to know how a PIM Solution can help you take your product data to the next level?

Book a demonstration of Comestri’s PIM today.

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