Product Pages Drive Ecommerce Success: Everything You Need to Know

Compelling product pages full of accurate, up-to-date information delight customers and drive sales conversions. Optimize your product pages with PIM.

“Can I use PIM to grow market share and improve sales?

Let’s answer this question by talking about product pages.

Ecommerce success is mastering product information to build high-converting product pages and thus maximize visibility.

Why?

Fact #1: As of January 10, 2018, Amazon was selling 562,382,292 products.

Do you think that number is going to go up or down?

Fact #2: Ecommerce expanded by 15% in 2018 to $517.36 billion.

By 2040, as much as 95% of all retail sales could be done online.

So, how are you going to sell products in a market that continues to grow? In short, how are you going to make your site and products stand out?

Answer: with beautiful product pages full of compelling product content

PIM is the foundation of product pages that convert, because it ensures centralization and optimization of product information, driving completeness, accuracy, and consistency across sales channels.

In this post…

We’ll take a look at 6 ways PIM simplifies ecommerce, so you can create the high-converting product pages you need to maximize revenue.

pim-powerful-product-pages

#1. Powerful Product Pages

High-converting product pages are built out of compelling product content. Product content is any information a visitor needs to become a customer, including…

  • Specifications
  • Descriptions
  • Reviews
  • Images
  • Videos
  • Guides

Pro tip: only product pages full of content that draws in and holds visitor attention are optimized and convert.

Pro tip: optimized product page content targets specific buyer personas directly.

How do I build buyer personas?

By gathering as much information about your potential customers as you can, so you can better serve them. You need to know their…

  • Interests
  • Demographic specific
  • Preferred media
And you have to speak to them in a language they understand.

Social media gathers a massive amount of data you can use to gain insight into the lives of your buyer personas, so you can customize and personalize your product pages with the content your customers find…

  • Important
  • Compelling

Localize Content

Content needs to speak directly to your target audiences regardless of where they exist online and physically live.

Take care with…

  • Language
  • Spelling
  • Area specific context
  • Units of measure
  • Currency-specific prices

PIM tailors product pages by persona, and includes location information.

Use PIM to configure product pages to display varying content automatically, so the language, units, and spelling used in a given target market convert automatically.

Because

When tailored to the wrong market, even the best content is virtually as useless as no content at all.

Remember:

Quality product pages simultaneously increase sales conversions and minimize returns.

They do this by making a compelling promise and delivering.

#2. Complete, Accurate Product Information

Online shoppers do more research than ever these days. Product pages full of poor quality content will tell your customers you can’t fulfill their needs.

2018 Online Shopper Research Statistics:

  • 62% of customers who don’t know what they’re looking for start with a search engine
  • 50% of customers who DO know what they’re looking for start with a search engine
  • 25% of customers visited at least 5 popular search or retail websites before buying: Amazon, Best Buy, Google, Target, and Walmart

Your product pages have to be full of the complete and accurate product information customers want across all these channels.

Optimizing your product pages with quality information requires ongoing effort. Your business has to be responsive enough to update product information in real time.

Enrich Supplier Information

Collecting information from suppliers manually involves near constant communication.

Instead…

PIM provides an improved flow of product information between suppliers and ecommerce management, increasing…

  • Efficiency
  • Collaboration

Information gotten from suppliers exists in fragmented subsets, but PIM makes those confusing spreadsheets unnecessary.

PIM manages information flow, allowing for…
  1. Data enrichment
  2. Detailed descriptions
  3. Rich images
  4. Compelling videos
Ultimately: Optimized Content

PIM

  • Makes editing, modifying, and exporting product information far easier than before.
  • Simplifies supplier on-boarding, easing integration and increasing productivity.
  • Improves product information quality and removes the need for constant information transfer from one spreadsheet to another.

It all adds up to optimized product pages.

Reduce Errors

Problem: Product information from multiple decentralized systems compromises consistency.

Solution: Spreadsheets have traditionally been used to store product information manually.

However…

Using Excel increases the risk of human error and time spent.

A Better Solution: PIM eliminates manual data entry errors by providing a central product information database.

This means staff input and update all product information centrally. This unification produces beautiful product pages, so you can:

  1. Increase brand confidence
  2. Ensure a seamless customer shopping experience
  3. Convert more visitors into buyers
  4. Maximize revenue
  5. Grow your market share

Simply, PIM is the solution for managing product pages and keeping product information accurate and fresh.

Accurate and fresh product information leads to conversions.

pim-unify-syndication

#3. Unify Syndication

Customers want product information to be available on your site as well as the platforms they prefer. Even when product page design varies across platforms, customers who see information that isn’t identical will become confused.

Confused customers don’t convert.

The current average shopping cart abandonment rate is 69.57%.

With more customers doing research online, it’s no big surprise that sites suffer abandoned shopping carts when their product pages don’t display matching information across channels.

Manually updating product pages across platforms after you’ve updated your website is a total waste of time.

With PIM, product information goes out across all of your distribution channels automatically.

When information is accurate and syndication is coordinated, only then can you deliver a truly excellent digital shopping experience.

Basically, PIM is a central hub of quality product information, which…

  • enables product page updates
  • ensures product content consistency

Because ecommerce businesses tend not to operate on a single channel, PIM ensures customers see the same product information regardless of which channel’s product page they’re looking at.

Expand to Sell Across Multiple Channels

Want to grow, but not exactly sure how?

Because product pages vary by sales platform, product information has to be specifically configured to requirements by channel.

What has to be configured?

  • File size
  • File type
  • Image size
  • Description length
  • Required information
  • Unit Value Length
  • Conditionally required information

Anything not set properly will detract from the overall pop of your product pages. Ultimately, this turns off potential customers, and loses you revenue.

Selling on more channels requires robust organization and management of existing product information.

With PIM, you can create subsets of information from your master catalog. These can be automatically tailored to each platform’s requirements.

International Growth

What is ecommerce’s single greatest value to you?

Selling online levels the playing field. It allows small businesses to compete against massive companies in the global market. This unlocks the potential for tremendous growth.

Problem: with expansion comes the need to sell in multiple languages with specifications to meet customer needs across the globe.

Adding new languages and converting units manually is nearly impossible.

Solution: PIM provides clear processes for all data and language translation.

Remember:

Time saved = money earned.

pim-efficient-management

#4. Efficient Management

Supervising manual processes is dull, time consuming, and difficult.

You need automation.

Further, management needs a consistent overview of ongoing processes to increase efficiency.

PIM automation speeds up processes, providing quick answers to important questions about:

  • Approvals
  • Launches
  • Updates
  • Translated text
  • Information changes
  • Product discontinuation

PIM systems come with built-in workflows providing visual overview of processes and project progress and completion.

PIM keeps management on top of everything so nothing gets lost in the shuffle.

Enhance Team Productivity

Product pages populate with information generated by and spread across your entire operation.

  1. Images from your design team
  2. Feature bullets written by marketing
  3. Specs from product managers
  4. Shipping details from logistics
  5. Warnings from legal
  6. IT techs upload everything by channel specifications

Storing this information centrally supercharges efficiency.

Remember:

New product launches compound existing inefficiencies exponentially.

When individual bits of critical product information are held by dozens of individuals, emails fly back and forth and accuracy is lost in the shuffle.

Don’t sacrifice your product pages to miscommunication.
PIM centralization eliminates hassle, safeguarding accuracy.

Teams spend far less time managing existing product attributes, leaving them free to devote themselves to bringing on new ones.

PIM facilitates smart work over hard work.

Synergize Marketing and Sales

Ecommerce companies wage a war to win customers, this war is called marketing.

Good marketing is good messaging.

PIM allows you to consistently supply target markets with accurate information about products and services.

No more marketing promising one thing and sales delivering another.

PIM makes effectively and efficiently managing sales channels to ensure consistent messaging much simpler than traditional methods.

pim-reduce-time-to-market

#5. Reduce Time to Market

Time to market is how long it takes to go from conceiving of a product to being ready to sell it.

Fact: No retail business in the world can disregard reducing time to market.

Using PIM, different teams and departments can work to improve efficiency simultaneously. Having a single data repository speeds up teamwork as each update is centrally available immediately.

Workflow automation allows you to:

  • Assign tasks to multiple employees automatically
  • Manage progress at a glance
  • Automate reminders
  • Ensure tasks are completed in the correct order
  • Set permissions so critical data is protected throughout processes
For example, PIM automates time-consuming tasks like working with vendors.

Imagine how much less time it would take your internationally sold products to get to market if you automated collaboration with your translation services.

Produce Catalogs Faster

Product catalogs remain a big part of omni-channel marketing.

Aside from being of great use in direct marketing, catalogs guide customers through the digital landscape. Powerful and consistent catalog content presents the opportunity to up and cross-sell customers.

PIM organizes ecommerce product information into a central point of reference for both merchants and buyers. This ensures consistency and drives conversions.
pim-efficient-workflow

#6. Drive Innovation

As new technologies fill the digital landscape, the information filling your product pages needs to be flexible and responsive.

The most cutting-edge digital technologies, like virtual assistants and chatbots, require precisely structured data to work properly.

This data is very difficult to produce manually.

You need a system that ensures smooth updating transitions and supports as many channels as you want to syndicate across.

PIM centralization makes product information available for quicker integration with new solutions. So you can create customized and personalized customer experiences with ease.

Integration

As ecommerce businesses expand, so does the number of services vital to ensuring continued sales success.

PIM works with:

  • ERP systems
  • Procurement systems
  • Suppliers
  • Data suppliers
  • Legacy systems
  • Print channels
  • Digital customer channels
  • Source systems
  • 3rd party channels

Centralization of information is nothing if the information isn’t complete, because it comes from a system you can’t integrate.

The Goal: Ecommerce Success

Today’s ecommerce leaders know the role quality product pages play in the success of their businesses.

Hence: PIM

In a bid to differentiate their brands from the competition their product content is overflowing with:

  • Rich description
  • Beautiful images
  • Precise information
  • Interesting videos
  • Compelling presentation
  • Exhaustive completeness

Ultimately, ecommerce thrives on the digital exchange of information.

This is what PIM is made to facilitate.

Which is why ecommerce success is centered on PIM.

Now that you know how a PIM empowers you to increase revenue by optimizing your product pages, click here to see what Catsy can do for you today.

Optimize Product Attribute Management and Maximize Your Sales Now

Optimize management of your product attributes to turn your great products into hot sellers that fly off the shelves and maximize your revenue.

Just as humans have different characteristics that make us unique, so do products.

Think of product attributes as the features or properties that make your products what they are. Color, packaging, capacity, size, weight, and anything else distinguishing your products from the competition are product attributes.

Another way to look at it is that product attributes directly affect customer purchase decisions.

If customers see your products’ attributes as unique, they become the distinguishing factors setting your products apart from your competitors’. When these are seen as valuable, you convert lookers into buyers and make sales.

You need to know your target customers and their preferences for certain product attributes.

Basically, how can you give them what they want for a price they can afford? The answer is, sell them a product packed with the attributes they want.

Tangible vs. Intangible Product Attributes

Tangible Attributes:

  • Size
  • Color
  • Feel
  • Packaging
  • Weight
  • Taste
  • Quantity
  • Material composition

Intangible Attributes:

  • Quality
  • Reliability
  • Aesthetics
  • Price
Consider the example of a car.

Qualities like the color or the interior décor can determine which brand a customer might buy. On the other hand, safety tests or overall quality might prompt a customer to buy this or that brand.

This is why your tangible and intangible product attributes have to be properly managed. After all, they are the criteria your customers use to make buying decision.

Determinant Attributes

Before developing strategies to help manage your products, familiarize yourself you’re your products’ determinant attributes (source). These work like an arrow pointing to the underlying product aspects that determine why customers buy them.

Consider the example of fast-food.

Fast-food is quick, easy, and cheap, right? Digging deeper, customers may be drawn to service speed, interior décor, restaurant ambiance, or simply the courteous staff.

It’s important to remember that determinant attributes vary by customer. Just because you know you offer something you think is valuable, you need to be able to translate that value to your customers.

Often the easiest way to communicate the value of determinant attributes is with product ratings.

Even negative reviews are useful, because they tell you which determinant attributes customers notice, enjoy, don’t know about, can do without, or outright don’t like.

Responding to bad reviews gives you the opportunity to build brand reputation, a critical intangible attribute.

Why Product Attributes Matter

Describing product attributes, marketing guru Philip Kotler said, “Product attributes are the ingredients necessary for performing the product or service function sought by consumers.”

The specific attributes a given product or service must have to enable proper functioning fall into two categories.
  • Points of parity discusses how a given product or service has attributes that match those of competing products.
  • Points of difference refers to the opposite, how attributes differentiate the products and services of competing companies.

A product lacking points of parity can’t even boast of offering the same attributes as competing products, and is thus not likely to sell well. On the other hand, a product lacking points of difference lacks uniqueness, and may be just as unpopular.

Remember, it is unique experiences that delight customers and drive conversions. It is very important to note points of difference gradually transform into points of parity over time.

Dissatisfiers

Other types of product attributes can be classified as dissatisfiers: attributes customers don’t like (source). These are attributes that discourage customers from buying a given product or service.

Dissatisfiers can range from design flaws to unappealing presentation to intangible associations between the product, brand, company, and the customers’ preferences.

At a minimum, dissatisfiers should be overhauled to improve overall product appeal or simply discontinued.

Vestigial and Extinct Features

Companies necessarily phase out certain product attributes over time.

Attributes approaching this phase either become vestigial or extinct features. While extinct features are product attributes that have been discontinued, vestigial features are those that used to serve a specific purpose, but now serve another.

For example, the small second pocket inside the larger righthand pocket of your Levi’s jeans was originally designed to hold your pocket watch. Despite the fact that most people stopped using pocket watches over 100 years ago, Levi’s still have a watch pocket simply because people like them.

You need to constantly reevaluate your product attributes to ensure at a minimum they satisfy your customers’ needs.

Determining how to improve product attributes to delight your customers is arguably even more important. Their unique attributes just may give your products a competitive edge. This is especially important as searching often results in similar products being displayed side-by-side.

Managing Product Aesthetic Appeal

When you hear the word aesthetics, words like beauty, attractiveness and pleasurable come to mind.

Product aesthetics, which appeal both to the five senses and emotion, must be considered when designing products. Aesthetic appeal can even be the primary selling point for some products, while for other the opposite is true. This tends to vary both by product and target customer.

Successful companies understand the importance of visual elements in influencing buying choices.

Ask yourself, “How can I make my products look more beautiful?” The answer to this question runs the gamut from initial functionality and design, to packaging and presentation, to the images you use in online sales.

Companies ignore individual steps in this process to their utter detriment. Even beautiful products can be poorly displayed online and less attractive products can be better packaged to drive sales.

Product Design

A distinctive, unique product design often adds a great deal of customer value.

People want to buy products they consider cutting edge, that look cool, and that showcase stunning, even daring, design. But simply having an explosive, new idea isn’t enough.

You need to conduct research into your customers to figure out what they want, need, and expect. Doing this will allow you to create a design suited to your product according to the specifics of your target customers.

A winning strategy might focus on unique design features, using them to your competitive advantage.

On the other hand, customers might be so used to the standard specifics of a product that overhauling the design could result in fewer sales. While it might seem like a guessing game, research will reveal the specific data you need to understand to delight your customers with products that solve their problems.

If your research indicates focusing on design is the correct decision, you might choose to redesign your existing products.

This new design obviously should captivate customers enough to elicit a second, third, and even fourth look. Product design rests on customer demand for an ever-greater variety of products doing basically the same thing.

So much of online shopping is the search for something to replace another product that doesn’t quite do what the customer thought it would do. Design versus functionality is a delicate balance, which directly affects product lifecycle.

You always need to know where your product is in its lifecycle.

Is it declining in sales? If so, you absolutely must know whether you need to change more superficial concerns, like packaging, more important concerns, like design, or crucial concerns of functionality.

Remember, you aren’t going to sell anything, if you don’t know where your products are missing the mark. A beautiful product that doesn’t work, isn’t going to sell.

Quality

Individual wants and needs tend to vary from customer to customer. Because this variability had a direct effect on a given customer’s concept of quality, it tends to be subjective. This is especially true when selling any product capable of fulfilling more than one customer need.

Do your customers like your products because they look good, they’re cheap, they’re durable, because they solve a very specific problem well, or any combination of these?

Product quality is that feature or set of features that reliably solves the problem or set of problems the customer bought it to solve. But quality overall refers to more than just product quality. Quality is the whole experience.

In ecommerce, quality begins with the experience each customer has on your website, through product delivery and unboxing, to every time they use the product.

Begin cultivating a quality-focused mindset by asking, “Is my processes organization good enough?” Remember, standardization and consistency maximize efficiency. This begins with recruiting and training your personnel, continues with well-defined work processes, and centers upon clear, open communication both within your operation and between the company and customers.

Any increase in customer satisfaction is an indication you are doing something right.

Build on these by obtaining feedback from suppliers, partners, and employees alike to further improve practices. This feedback will point out areas of weakness and strength which resolved will help build positive brand image and simultaneously increase your productivity and profitability.

Positioning Strategy

You should select a product quality level in line with your positioning strategy.

This will help customers answer the question, “Why should I buy this brand?” Your brand positioning strategy determines the value proposition you make to your customers.

This is the promise you make to your potential customers that gets them to convert and buy your product. The most important concern to remember here is to never make promises you can’t keep.

With this in mind, your company can utilize any of multiple positioning strategies. These tend to vary by company, product, and target market, directly affecting success.

  • Less for Less – sell lower quality products at a significant discount
  • Same for Less – charge less than your competitors do for the same products
  • More for Less – sell a product that outperforms your competitors’ products at a lower price
  • More for Same – charge customers what your competitors charge, but provide better products
  • More for More – sell a premium product at a premium price
Companies gravitate toward or shy away from these positioning strategies according to the implication they can have on overall brand image.

Do you want your company to be known for its absolute rock bottom prices or will identifying with material excess drive success? Your positioning strategy is the link between your customers and your products, and must therefore suit both.

The Silent Salesman: Presentation

Optimizing your products’ attributes means paying attention to every possible detail.

Presentation is an easy product attribute to ignore or forget. For example, you’re already selling the best solution in a demand-heavy market, but sales are low. The problem could be your packaging or unboxing experience.

Your packaging needs to drive intrigue and your unboxing experience has to balance excitement against tedium.

The truth is instinct buying is taking over, because ecommerce is a primarily visual experience. Even before the logical side of the brain has time to weigh the decision, it’s over and the most attractively presented product flies off the shelf. So, thinking like a customer making somewhat impulsive product decisions can inform your presentation choices.

When designing your packaging, apply sensory triggers to generate the subconscious emotional responses that drive expectation and excitement.

Your packaging should tell your customers what they are getting with only a glance. It should also follow your product design message and be just different enough to tantalize your customers.

Including extra surprises along with your packaging drives positive unboxing experiences, driving popularity and positive reviews. Packaging has to more than adequately protect your products from damage that may occur during delivery.

Never underestimate the power emotions have over purchase decisions.

Customers tend to buy products when companies have worked to provoke their feelings. Your packaging should mirror this strategy and trigger emotional engagement with your customers. This is the silent salesman at work.Now that you know why managing your product attributes well is so important, see what Catsy’s product information management solution can do for you.

Product Information and Images Should Be Stored Together

CATSY PIM includes DAM capability, so you can store your product information and images together to create beautiful product pages that make you money.

Product information, such as attributes and assets, can’t be separated when creating quality custom content.

The way you store and retrieve product information and digital assets will greatly affect your conversion rates (source). Visitors to your site are going to see the images before reading anything. Failing to impress them immediately only makes it harder to convert them.

Rich images and quality product information make for engaging product pages.

In 2018, 56% of digital marketers reported using images or video in 100% of their content, because enriched product pages naturally lead to increased sales (source). Thus, product information and images are central to the success of any ecommerce business. Storing them together in a centralized database makes for easy retrieval by users, and ultimately just makes sense.

Product Information Management (PIM) and Digital Asset Management (DAM) make retrieval easy.

Instead of spreading product information and images around, collect and store them in a central location. PIM and DAM create one source of product content for your operation.

It isn’t enough to describe a product with words.

You need images, so customers can form complete mental pictures of what they want to buy. The question every shopper asks is, “What will this look like?” Providing rich images answers this question quickly and easily, converting lookers into buyers.

The downside of ecommerce is customers can’t touch products.

Ecommerce businesses have to make up for this by including rich images and videos. These digital assets are crucial, because if blurry, unattractive, incorrectly sized, or out of date assets will cause your customers to lose interest or end up buying products they don’t actually want.

PIM and DAM: the Perfect Combination

PIM is the processes and technology that manage product information centrally. The focus is on the data required to market and sell products on one or more channels for distribution.

PIM uses automation to connect data sources and sales channels for the management and distribution of product information.

Simply, you can use PIM to manage your product catalog centrally and therefore efficiently, regardless of the complexity and number of sales channels you sell across.

Store digital assets efficiently with DAM.

DAM provides a way to centralize, track, manage, and share digital content among internal teams and across sales channels. Each digital asset includes the metadata necessary to fully describe it. DAM implementation can save you nearly $200,000 in 5 years (source).

This completeness drives the positive online customer experiences that convert, maximizing your revenue.

In short…

  • PIM is used to store product related information.
  • DAM is used to store digital assets, like images, that aren’t necessarily related to just one product.

DAM can sometimes include functions to act like PIM.

But make no mistake, only in tandem can these systems best help increase operational efficiency by making product information easier to find as a single source of truth.

As the digital world becomes more complex, ecommerce companies need to combine PIM and DAM to maintain competitive market edge.

Product Information vs. Product Image

The content attached to a product that defines its complexity is product information.

Because a brand can only influence customers’ purchase decisions with correct information, selling different products requires different content. Obviously, managing product information can be a herculean task without the ability to organize centrally.

Product information serves as a guide through the buyers’ journey.

Chances are your customers already know what they want. But incomplete, low quality product information can point them in the wrong direction, costing you sales. You need to publish superb and complete product information to convert lookers into buyers.

Product photos communicate your product information in a way text can’t by itself.

An image grabs attention much faster than text, especially when the image is large and colorful. Rich images also capture attention because shoppers will want to reconcile their expectations against the color, size, and style of your images. Success is matching the images on your product pages with the picture in the customers’ heads.

Product images fulfill customers’ aesthetic needs.

Product images help satisfy the need for understanding a product’s physical appeal, showcasing qualities in a way that builds emotional and psychological connections with your customers influencing them to buy from you.

It’s also critical to allow a zoom feature for your photos.

If customers can see a large amount of detail, there will be less chance they will miss something about your products. Zoom helps eliminate disappointment.

Complete product information boosts appeal, driving up traffic on your site.

This is critical, because maximizing the connection between your products and your brand in the minds of your customers, results in brand loyalty. Statistics have revealed that a large number of customers said the quality of a product image is very important when selecting a product to buy.

Long story short, complete data and rich images drive higher engagement and sales.

The Visual World

Today’s focus on the visual centralizes the role of images and videos in telling brand stories. Social media platforms, like Facebook and Instagram, have embraced image sharing and become central to marketing and sales. Brands that convey a consistent and well-managed message can be as much as 20% more valuable than those that don’t (source).

Digital assets require product information to make sense.

Clear product information must be communicated so customers understand your message as perfectly as if they were in a brick and mortar store. Also, ecommerce brings with it the tremendous scale of product diversity, meaning you will have more product information to manage.

Ecommerce puts the customer in the driver’s seat and they increasingly demand more consistent product information to make informed decisions. Customers don’t accept excuses from brands delivering anything short of their full expectations. The message is clear: fulfill your customers’ expectations or lose them.

The Importance of Storing Product Information and Images Together

Most customers research products before making final purchase decisions.

Product information and images are centrally important, so take care and pay attention to the importance, completeness, and accuracy of that data. But, how do ecommerce business owners benefit from storing product and images together?

The goal is to save your customers’ time.

If you don’t store product information and images aren’t together, retrievals can often result in dead ends. Manually entering complete product information with matching images for everything your business offers will cost you hours. And it won’t even guarantee sales.

Product information maintenance involves automated processes that increase efficiency.

With automation you can easily keep product information up to date with current trends. Automation means your business processes run faster, and the amount of errors and time wasted fixing them are reduced. Finally, you can easily update old images and push new ones out across your internal teams and external sales channels centrally.

Storing product information and images together increases team collaboration.

Because product information and images are easily accessible, making content becomes less of a chore. Explaining the accompanying cost savings is obvious, as centralization reduces redundant work making employees more productive.

As a result of the superior data management PIM offers, organized product information can be shared across all customer engagement platforms easily. Thus delivering accurate information at the right time with a minimum of wasted effort becomes simple.

Ensure Consistent Delivery of a Winning Customer Experience

According to eBay, “it is not enough to sell on all platforms; you need to develop creative new ways for customers to engage with your brand.” If visitors come to your site and can’t get all the information they want, they’ll likely lose interest. Frustrated customers move on to an offer that can give them what they’re looking for.

Storing data on separate systems can lead to a fragmented, inaccurate display of product information.

These broken promises will negatively affect your brand image. On the other hand, storing product information and images together will lead to a single source of product content truth, guaranteeing consistency of information.

Customers have access to the virtual world on the go and at virtually any time.

They connect digitally to multiple channels and see varieties of the product they’re thinking of buying. This is why brand consistency across channels and platforms is key: to always communicate an identical message.

When a company manages its product information with PIM, customers have easy access to superior, accurate, rich product information, which leads to seamless delivery of a brand experience which meets or surpasses customer expectations.

Most customers who return products purchased online report receiving something other than what they expected.

This dissatisfaction is the result of communicating incomplete, inconsistent, and incorrect information to customers. The central storage of product information and images reduces this, driving customer satisfaction, further driving sales.

The more reliable and complete your product information and images are, the more you can control your customers’ experience. Ultimately, customers get the products they expect, increasing the chances of a repeat purchase from you.

Increase Sales

Ecommerce shoppers are awash in options, so more often than not the brand that stands out will be the one they choose. According to Nchannel, “thirty percent of US online adults cited that they would consider buying from an online retailer they had never previously purchased from, if the retailer offered detailed product information.”

Comprehensive product information gets you closer to closing a sale, driving profitability.

Without proper management of your product information and images, your operation will be less efficient. Good product information and high-quality product images communicate your brand style making it more recognizable. Improved visibility drives improved sales.

Increasing social media use means the high-resolution images that generate shares and views are key.

As you consistently deliver complete product information, with rich visual imagery, you help give your customers a better shopping experience. In the same vein, departments and teams have access to complete information, enabling them to deliver quality customer service.

Ultimately, these increase conversion rates and increase your profitability. This is because delighted customers are loyal customers who will keep coming back to buy.

Improve Search Engine Optimization (SEO)

When you’re at the top of search engine results, you get more clicks.

Shoppers rarely explore more than a page or two of their search result lists. If you don’t consistently produce unique, engaging product content, it’ll be hard for your site to rank high in search results.

Accurate product information and high-quality images communicate the style of your brand and make it more recognizable, improving visibility. In order to attract more visitors to your site, search engine optimization is critical.

SEO ensures brands rank high in search results when customers search keywords related to your products.

This gives you the edge over your competitors. Your search engine ranking will increase if your site contains useful product information that meets the needs of your target markets. If more people can find your site across different platforms and locations, more of them will buy.

Quality data minimizes the duplication of content, meaning your message will be free of outdated images and information. The added visibility SEO provides improves the image of your brand in the minds of your customers and generates more traffic to your site.

Increase the Quality of Your Product Content

High-quality product content leads to increased conversion rates.

The popular adage “content is king,” coined by J.W. Click and Russell N. Baird could hardly be more applicable to today’s ecommerce world. Today, quality content composed of accurate product information and rich images indeed rules.

Media in the form of digital assets have become popular, creating a more appealing picture that drives engagement. You can sustain customer interest by delivering quality product content. Centralized storage of product information and images makes this possible.

With PIM, you can easily make custom content to appeal to different customer segments, creating unique experiences.

Industry specific content allows you to narrow in potential clients with hyper-focused tailored content. It should be obvious that it’s difficult to achieve personalization without proper data management. Think about the sheer number of pictures you are currently trying to manage, for example.

High-quality product information, with complete descriptions and plenty of images, reduces shopping cart abandonment and returns.

This increases sales and improves customer loyalty. The production of quality content drives conversions, if only simply because the correct image will be tied to the appropriate description. These simple mistakes are often the biggest killers.

How likely is it you have lost customers because your product information was incomplete, inaccurate, or not compelling enough to attract their attention? Without PIM, it’s very likely this is the case.

Pull It Together To Win

Managing a huge amount of product information without automation can be a frustrating hassle.

PIM delivers an easy way to tie centralized, accurate product information to rich, compelling images. This marriage helps build trust in your brand at every touchpoint.

The average customer decides to trust your offer or not the first time she sees your site.

How will you make her trust you just enough that first time to make a purchase? How will you drive repeat sales? It all boils down to the quality content you push out across all the platforms your customers interact with.

An ecommerce product offer without an image is like a bride in black clothes in a dark room: invisible. Thus, without rich images you lose customers before they even have a chance to buy from you. And we all know they will head directly to your competitors’ websites.

Strong online content contains accurate product information and colorful images, increasing a site’s pageviews.

Remember, one product photo is worth a thousand online sales, as most customers complete a purchase only when they’ve seen rich images. Storing product information and images together makes it easy to provide customers with multiple views of each item. This creates a complete mental picture informative enough to allow them to buy.

Nothing is worse than seeing poor quality photos of the product you want to buy, especially when the description is impressive. How can you deliver product information corresponding to your product images without storing them together?

Companies wanting to remain competitive use PIM and DAM to facilitate workflow and deliver great customer experiences, driving repeat purchases.

With PIM, your product information is complete and easy to find, while DAM helps differentiate product experiences.

At the end of the day, consistency matters across your ecommerce operations. Unified storage of your product information, delivering a consistent shopping experience, is key. Hence, your product information and images have to be stored centrally, so they can communicate your brand message consistently.

Now that you know why product information and images need to be stored in one central location, click here to see what Catsy can do for you.