Blog » Why Product Content is Essential for eCommerce Business?
Why Product Content is Essential for eCommerce Business?
Author name: Maksym Bilokon
When people only start their path in eCommerce business, they underestimate the importance of product content. Some individuals thought they could just implement changes in the source code of the application, and it would be enough. If you want to achieve something with your business and push your brand to the top, it definitely won’t be enough.
If you continue to consume low-quality content, it can harm your brand's reputation, slow down sales, and lead to other negative consequences. To avoid such a scenario, you need to understand how the product content works for eCommerce business and how to improve it. Keep reading as we will dig in and discuss this topic.
What Is Product Content?
Product content is basically product-related media content combined with information about goods. Every day, marketers face the challenge of making a clear and valuable offer to potential customers. Product content is very important at this point because it gives correct messages and shows newcomers what they can get.
Generally, content creation is the responsibility of editors and developers. Editors create the content, while the developers' team composes the content's architecture. The focus is usually on optimizing content for both desktop and mobile devices so users have zero issues watching content from different platforms. Product content creation can be simplified with product information management (PIM). Such a solution allows you to work with a single source of truth, simplify data sharing, and make between-team communication more effective.
What Is Rich Product Content?
It’s crucial to define rich product content and understand how it differs from the standard product content. Rich content stands on a higher level compared to the default content and becomes more engaging for clients. Rich product content contains more visuals (videos and images from the gallery) and even offers mini-tours so users can see the product’s features. Sometimes, companies even add manuals to avoid content oversaturation on the page. The main accent is always on details. Normal content provides users with basic details, while rich product content gives advanced details. It may help you understand how to use the product more efficiently.
Types of Content
When we talk about product content, it’s essential to define the main types that actually build product content.
- Text. All descriptions, price tags, features, specs, and additional data come up in classic text format.
- Images and photos. This part relies on photos of products from different angles, detailed images, graphics, and other static visuals. If it’s about rich product content, we can find galleries related to a single product, only to show it from various angles.
- Videos. Reviews, user guides, similar product comparisons, and other videos may help clients make the right choice.
- Use cases. Descriptions of real situations show the pros and cons, point out key features, and provide more valuable information.
5 Steps to Improve Product Content
Simply creating and posting content on pages is not enough. Trends change, as well as people’s preferences as they want to see something fresh and good-looking. So, you have to work on improving your content, and we give you 5 essential steps to do that.
Define Content Strategy With Clear Goals
Content can’t exist as a separate part of your e-commerce business. You should have a clear purpose for using this content and set clear goals for the following improvement. For example, you want to increase the number of visuals or make descriptions more niche-focused.
Highlight Pain Points
The best quality of a product is its ability to solve the problems of clients. In other words, we neutralize the “pains” customers have. To resolve such issues better, it makes sense to unite “pain points” into categories: financial issues, problems with productivity, the lack of support, or difficulties in the stage of making a purchase.
To understand what’s wrong and what should be done to improve user experience, create surveys to ask people’s opinions. They will give you more information once you ask the right questions. Use detailed open-ended questions and let clients say as much as possible. Also, analyze your competitors to see what they do to resolve similar problems.
Gather Feedback and Use It for Improvement
If you have successfully launched all the features in your plan, use this option to gather feedback from customers and ask them to share their experiences. Provide them with a clear reason and ask direct questions. Use open-ended questions that require clear answers (avoid yes/no questions). Since you need more details about it, create questions to get as much information as possible (ask people to clarify specific points in their answers).
Develop High-Level Product Idea
In order to improve and succeed, product teams focus only on tracking key events and measuring specific metrics. They see how numbers change each week or month and change their preferences according to such changes. Still, it’s not the best approach as it leaves blind spots and prevents you from actual progress. When you have a high-level product idea and priorities in your actions, it gives you a clear vision and increases development. Consider contacting sales and marketing teams to ensure you synchronize your vision of the end product.
Clarify the Metrics
One of the most common problems for e-commerce businesses is that they stick to a one-size-fits-all approach. For example, if some services only focus on a high number of daily active users, they will not achieve any significant results except high daily activity. Your key metrics always depend on the niche you work in. In our case, if it’s an e-commerce store where you sell goods, you should look for a balance between supply and demand.
Why Is It Important to Make Sure the People Buying Your Goods Are Happy?
Customer happiness is important for multiple reasons. First, if customers are happy, they are more likely to come back to your store or recommend it to someone else. Second, with happy customers, you will receive more word-of-mouth recommendations. Once people have had a real shopping experience in your store, they share their experience, explaining everything in detail. It also works the opposite way: unhappy customers will prevent newcomers from having negative experiences. Finally, happy customers are more likely to come back or even become your regular clients.
What Are the 3 Pillars of the High-Quality Content?
In digital marketing, e-commerce business, and similar niches, high-quality content includes three major points: informativeness, relevance, and interest. Let’s review each point to understand what this means exactly.
- Informativeness. Product content should be interesting and valuable for everyone who sees it. If it’s the first contact, the user should understand what a specific product can give, how it works, and how beneficial such a purchase can be. If customers proceed to a detailed description, they may be able to find all the needed features and additional options.
- Interest. Product content is important, but nobody would acknowledge its importance if it’s uninteresting. People who search for products focus on what interests them, as something draws their attention and makes them stop to read attentively. Comparisons, valuable stats, examples of usage, and other points will make the content interesting.
- Content relevance is important on multiple levels. It must be relevant to the products and niches it belongs to and to the audience who searches for it. Once you know your target audience, it’s much easier to deliver the right messages and show people why such products are valuable to them.
Crafting such content is much easier once you implement product information management for e-commerce. It simplifies information distribution and exchange, so you spend less time creating high-quality content.
What Defines Good Content?
There are dozens of discussions where people try to define good content. Generally, good content is original. You write original descriptions and use unique images for your products. Generate images with AI or hire photographers to take high-quality pictures. Your content must be actionable and include a call to action (CTA) or provide instructions on what to do with the content. Good content comes from trustworthy sources and includes references. Good content also answers a specific question (for example, explain how the product works or what are its main capabilities).
Benefits of Quality Product Content in E-Commerce
High-quality content usually becomes a decisive factor for customers who hesitate about purchasing a specific product. When a product description is composed according to the needed recommendations and includes all the needed information, it’s much easier to understand whether this product is important or not. Also, with quality product content, the return rate drops.
How Quality Product Content Drives Consumer Purchases?
Long-lasting customer-brand relationships become possible only when you have regular purchases. To make this happen, you have to drive customers to make another purchase. How exactly this may be possible? Let’s find out.
Product Content Is Personalized
Content personalization is one of the most important factors that impact brand success. Personalized ads and emails trigger customers to make the right choice and purchase the product without hesitation.
Product Content Shows How the Product May Be Used
Nothing drives customers to make a purchase better than a real experience. Use storytelling to describe a situation where the product showed the best qualities and helped customers overcome major obstacles.
Clear Content Description Showing Valuable Details
The product description must include a list of all features and options and show how exactly customers can use them to fulfill their tasks. Still, you should find balance and craft well-balanced descriptions that will draw attention and show the real value of goods.
Product Content Shows Advantages of a Purchase
How to encourage consumers to make a purchase? Show them that only your product has real value. If they go to another e-commerce store, they won’t find anything similar to your offer. You show that your offer is exclusive and advantageous for multiple reasons (you highlight them in the description).
The Secret to Happy Customers: Engaged Shoppers
Engagement is key to success for e-commerce business. People won’t be satisfied by only reading descriptions. They can easily skip and look for something else. Your task is to encourage them to make a purchase by providing exciting, informative, and detailed product content that shows why exactly they should make this purchase. The process of creating and optimizing engaging content gets better once you implement product content management (PCM) for your business.
Modified on: 06/27/2024