Back to Blog
Maryna Postrelko
Written by
Maryna Postrelko
Marketing Manager at Gepard
CONTENTS
PIM product content product information management

How To Get More Conversions Out Of Your Product Content

5 min read
February 15, 2021

How much do you need to know about the product before you add it to your online shopping cart? For some people it’s enough to have a quick glance at a product image, others might browse dozens of product reviews on different websites and still be uncertain about making their purchase.

Having an effective product content strategy is a crucial part of product content management that makes a customer click that “buy now” button without hesitation.

What Is Product Content And Why Is It Important?

Product content is all the information provided by retailers or brands to describe their offerings. It includes product names, images, videos, size and dimensions, prices, instructions for use, reviews, and any other details that help to get a better idea of the product.

This simple product content definition illustrates the importance of product data for business: the more comprehensive and complete the product information is, the more chances that a potential customer will make the right decision.

The more accurate and reliable the product description is the fewer chances for product returns and poor customer experience.

How to Create Product Content That Drives More Conversion

What is product information management strategy that drives more leads? Here is some advice on successful product content writing:

1. Focus on your target audience. 

Creating buyer personas will help you understand what your ideal buyer is and address them with an engaging product description.

2. Create a consistent product content strategy

Make sure your potential customers are getting appropriate information in every phase of the buying cycle. The consistent data will help you avoid any confusion and enhance your credibility. Conducting a product content audit can help you to identify the content-related problems and fix them to enrich your product visibility.

3. Work on product content style tutorial. 

The product information management best practices involve creating a product сontent style guide, which helps your product content line up with your branding. It can include everything used in the product description: from grammar to the tone of your voice.

How To Create Content That Drives Sales4. Put product content and design in harmony. 

Product data and design should be successfully combined to give the best possible picture of your offerings. The design should line up with the product description, the eye-catching product images should add up to the quality, instead of distracting the potential buyer.

5. Create unique product content

Hire copywriters to create original and fresh product descriptions. Use successful product content examples and study different cases. Avoid duplicate content, as it makes your website’s Google ranking go down.

6. Work on rich product content.

Make sure each type of your product information goes further and makes a difference:

Texts. Use the engaging evocative tone that motivates to buy. Provide customers with reliable product reviews or proofs from influencers. Use sensory words, to make your customers feel like they already own a product. Make it easy to read, talk to a buyer like you are longtime friends. Always take a side of a reader: would you buy a product after reading this text?

Images & videos. Invest in high-quality product images or video reviews that will give a full idea of your offerings. Present your products from a close-to-life view by shooting unique photos. Try to upgrade your product images and make them better than your competitors’ ones. Create comprehensive video guides for use, if it’s appropriate. It will help to see how the product is used in everyday life.

Product specifications. Give as many features specifications of the product as possible. Consider that some potential buyers already possess more knowledge than others, so the more specifications you provide, the more chances to sell the product. Focus on the results of the purchase: make customers imagine what they will gain after buying. Make the long descriptions scannable by using bullet points or subheadings.

Challenges with Product Content Management

Successful product content management is the basis of sales operations in your company. Here are some product information challenges you need to know about so that it does not take you by surprise.

1. Different product content requirements of multiple sales channels.

To follow product information management trends and keep up with the times, businesses have to choose an omnichannel sales approach. It means the challenge of meeting numerous various demands of different eCommerce platforms. Usually, every channel has its own product data requirements and standards.

You have to adjust your product information to multiple listing approval policies, which might require changing the data types and formats. Some eCommerce platforms have more restrictive categories than others.

Without well-established product content syndication and automation, it becomes difficult to simultaneously allocate product data for different markets.

2. Organizing huge amounts of content.

For a company that offers multiple products available on different platforms, organizing massive amounts of product data can be overwhelming. It becomes especially challenging when it comes to timely product content updates.

3. The time-consuming process of managing product datasheets.

Creating high-quality product data sheets means dealing with the product descriptions and product specifications, such as title, material, size, dimensions, colors, prices, instructions for use, and many others. If this product page content is managed manually, it means not only boring work but also a high chance of errors that may lead to increased returns and poor customer experience. What’s more, it can harm the reputation of the company.

Challenges With Product Data Management4. Delays in product launching. 

Dealing with inaccurate or incomplete product information leads to spending more time on identifying and correcting errors manually. As a result, you get costly disappointing delays in product launching.

5. Poor communication between departments responsible for product content creation and distribution.

If you do not establish an effective product content management system and all the routine work is done manually, you have a risk of huge gaps in communication between different business departments.

Each product content provider can make a costly mistake that will lead to a lack of collaboration and misunderstandings between departments and team members.

6. Low productivity and inefficiency.

Without having a product content management software in your company, you and your team members will suffer from manual repetitive and unsatisfying work, related to product information management. It becomes difficult for teams to update others on principal tasks and deadlines, which creates confusion and lowers productivity and efficiency.

7. No time for creative work.

The time-consuming manual tasks related to product info are time stealers that prevent teams from focusing on more creative work. Instead of filling in the error-prone spreadsheets, your teams could devote their time to more valuable work, directly related to making your product better.

Product Content Delivery Automation — Game Changer in eCommerce

Automated Product Data Management

Companies that want to be omnipresent and successfully cope with the above-mentioned challenges, choose to incorporate new technologies. Businesses choose product syndication management software to organize, enrich, categorize, and publish product data automatically.

To control product data and maintain product content syndication (automated product content delivery), you can work in a PIM (Product Information Management).

The software can offer product content mapping templates that will help you deliver the right product content, to the right customers, at the right time, while saving your time for more creative tasks.

Final Thoughts

The well-crafted product content writing will take you far. Meanwhile, your customers will always be close enough, with the shopping basket, ready for the checkout. Book a free of charge consultation with a Gepard expert to discuss how to automate your product data delivery and improve the customer experience.

Consult With Gepard Experts About Product Content

 

Maryna Postrelko
Written by Maryna Postrelko
Marketing Manager at Gepard
A passionate professional with solid expertise in Content Marketing, External Communications, Email Marketing, and Social Media. Marketing Manager at Gepard, the product information management & syndication platform, helping to centralize diverse product data and deliver complying content to sales channels.

You May Also Like

How To Sell On Walmart
7 min read
eCommerce Strategy

How To Sell On Walmart: A Concise Guide To Walmart Integrations

How can you sell using Walmart integrations? Find out about the most popular solutions and choose the one that is the most convenient for you.

Read more
Famous Brands Seasonal Campaigns
6 min read
Insights / Trends

Seasonal Holiday Marketing Campaigns From Famous Brands In 2021/2022

Seasonal marketing campaigns can enrich the shopping experience and boost profits. Find out how famous brands achieve this.

Read more
How To Sell On MediaMarkt
7 min read
eCommerce Strategy

Selling On MediaMarkt: Challenges & Opportunities

MediaMarkt rules in consumer electronics eCommerce. Here’s how to sell your products on MediaMarkt, explore the advantages, and how to dodge the common pitfalls.

Read more
What Are HS Codes?
8 min read
eCommerce Strategy

HS Codes 2022: Updates, Challenges & Solutions For eCommerce Businesses

Learn what are HS codes, what changes are going to happen in 2022 and why it matters for eCommerce businesses.

Read more
How To Avoid After Holidays Sales Gap
6 min read
eCommerce Strategy

How To Avoid The After Holiday Sales Gap

A spike in sales happens during the Christmas period and right after holiday sales, a gap hits retail companies. Here is how the right strategic approach will allow you to handle this time.

Read more
How Is Artificial Intelligence Used In eCommerce
8 min read
Insights / Trends

Artificial Intelligence In eCommerce: Redefining The Future

Learn how artificial intelligence in eCommerce shifts the nature of online retail and how Gepard.io can improve your business performance.

Read more
How To Connect Magento Store To Different Marketplaces
9 min read
eCommerce Strategy

Magento Connectors Guide: eBay, Amazon, Google

Magento connectors can help you cut manual integration processes. Read on to find out how to choose the right ones and how they work. Make an informed decision!

Read more
Mobile Commerce Strategy And Trends
9 min read
eCommerce Strategy

Mobile Commerce 101: What Is It & Why Any Successful Business Needs To Know About It

Mobile commerce is a term that is vaguely understandable but needs clarification. In the article, you'll find the foundational (and not only) knowledge you need.

Read more
How To Connect To WooCommerce
6 min read
eCommerce Strategy

WooCommerce Connector: Multichannel Integrations & Top Plugins For Your Business

Learn what a WooCommerce connector does. Find out the plugins to use for integrating your eBay and Amazon stores with this plugin

Read more
Visual Content For Retailers
7 min read
eCommerce Strategy

Importance of Visual Content: Ultimate Guide for Retailers

Discover the types of visual content online retailers should use and learn how Gepard can enrich their product information.

Read more
How To Sell On Walmart
7 min read
eCommerce Strategy

How To Sell On Walmart: A Concise Guide To Walmart Integrations

How can you sell using Walmart integrations? Find out about the most popular solutions and choose the one that is the most convenient for you.

Read more
Famous Brands Seasonal Campaigns
6 min read
Insights / Trends

Seasonal Holiday Marketing Campaigns From Famous Brands In 2021/2022

Seasonal marketing campaigns can enrich the shopping experience and boost profits. Find out how famous brands achieve this.

Read more
How To Sell On MediaMarkt
7 min read
eCommerce Strategy

Selling On MediaMarkt: Challenges & Opportunities

MediaMarkt rules in consumer electronics eCommerce. Here’s how to sell your products on MediaMarkt, explore the advantages, and how to dodge the common pitfalls.

Read more
What Are HS Codes?
8 min read
eCommerce Strategy

HS Codes 2022: Updates, Challenges & Solutions For eCommerce Businesses

Learn what are HS codes, what changes are going to happen in 2022 and why it matters for eCommerce businesses.

Read more
How To Avoid After Holidays Sales Gap
6 min read
eCommerce Strategy

How To Avoid The After Holiday Sales Gap

A spike in sales happens during the Christmas period and right after holiday sales, a gap hits retail companies. Here is how the right strategic approach will allow you to handle this time.

Read more
How Is Artificial Intelligence Used In eCommerce
8 min read
Insights / Trends

Artificial Intelligence In eCommerce: Redefining The Future

Learn how artificial intelligence in eCommerce shifts the nature of online retail and how Gepard.io can improve your business performance.

Read more
How To Connect Magento Store To Different Marketplaces
9 min read
eCommerce Strategy

Magento Connectors Guide: eBay, Amazon, Google

Magento connectors can help you cut manual integration processes. Read on to find out how to choose the right ones and how they work. Make an informed decision!

Read more
Mobile Commerce Strategy And Trends
9 min read
eCommerce Strategy

Mobile Commerce 101: What Is It & Why Any Successful Business Needs To Know About It

Mobile commerce is a term that is vaguely understandable but needs clarification. In the article, you'll find the foundational (and not only) knowledge you need.

Read more
How To Connect To WooCommerce
6 min read
eCommerce Strategy

WooCommerce Connector: Multichannel Integrations & Top Plugins For Your Business

Learn what a WooCommerce connector does. Find out the plugins to use for integrating your eBay and Amazon stores with this plugin

Read more
Visual Content For Retailers
7 min read
eCommerce Strategy

Importance of Visual Content: Ultimate Guide for Retailers

Discover the types of visual content online retailers should use and learn how Gepard can enrich their product information.

Read more

Let’s Get In Touch

Need to contact us? Just use this form

Gepard Privacy Policy
Success