How to Augment eCommerce Sales Using the Attribute of a Product
In this Article
eCommerce is a very dynamic and challenging landscape with selling platforms constantly updating to meet consumer needs and improve sales performance.
In recent years, many online selling platforms have updated their product description sections, making them more comprehensive and detailed to include the attribute of a product.
|In this article you'll learn:|
What are Product Attributes and Why are they Critical for eCommerce Success?
Product attributes refer to the specific characteristics of a product listing. These are the features, qualities, and properties that define a product and make it stand out from competitors. For instance, if your product category is ‘women’s clothing’, product attributes may include details such as cotton fabric, pencil cut, v-neckline, quarter sleeves, and the like.
Product attributes are detailed information that helps consumers better understand product features and easily see key aspects that will help them make faster purchasing decisions.
Today, online eCommerce success is not only determined by the quality of products and services offered. While they are still essential, new variables have come into play and product attributes now play a major role in influencing consumer decision-making.
Below we will explore how these attributes influence consumer behavior, examine the significance of product attribute management, and provide valuable insights on how to determine the right attributes to bolster eCommerce performance.
Types of Products Attributes for eCommerce
Product attributes can be classified into different categories depending on their uses and nature.
Tangible Attributes (Size, Color, Weight, Etc.)
Tangible attributes are the measurable characteristics of a product. These are the physical features such as size, shape, color, material, dimensions, weight, and technical specifications. For instance, if a customer wants to buy a shirt, they might consider the color, size, design, and type of fabric.
Tangible attributes are precise information and very specific. It is needed by consumers to assess the physical aspects and functionality of a product. They want to know if its physical features are suitable for them.
Intangible Attributes (Quality, Reputation, Brand Image, Etc.)
Intangible attributes are non-physical qualities. This is when buyers consider factors such as the quality of the product, reputation, brand image, aesthetics, symbolism, and trustworthiness before making a purchasing decision.
These attributes are not specific and may actually be subjective. For instance, someone who wants to buy a smartphone may only want to choose a phone model among known and reputable brands such as Apple or Samsung. This is because intangible attributes contribute to the overall value proportion of a product. These things can heavily impact customers’ purchasing decisions.
Functional Attributes (Performance, Features, Etc.)
Functional attributes are the performance and features of a product. It is the measure of the capacity and capabilities of what the product can do and how it can fulfill customers’ needs to solve a problem.
Functional attributes may include things such as durability, efficiency, speed, ease of use, compatibility, and customization options. For instance, someone who wants to purchase a car may look into its speed, mileage, engine power, suspension, and overall driving experience. These attributes are what give further value to the product on top of its tangible characteristics.
Emotional Attributes (Customer Experience, Satisfaction, Etc.)
Emotional attributes are the qualities of a product that taps into the emotional and psychological customer experience. For instance, a customer may be loyal to a brand because they were able to receive good customer service from the seller. Or they may choose a certain brand because it has a strong social impact such as cruelty-free, vegan, or environment-friendly.
These attributes focus on the feelings, satisfaction, and emotional connection that a product can evoke in its customers. Some of the factors involved here are convenience, personalization, excellent customer support, satisfactory user experience, and social impact.
The Role of Product Attributes in eCommerce
The attribute of a product goes beyond simply listing dimensions, features, and specifications. Each detail contributes to how a customer perceives a product and can influence purchasing decisions. It plays a key role in maximizing your potential to earn more and have repeat customers.
Understanding the significance of product attributes is crucial for online businesses seeking to optimize online growth. These details can directly affect brand loyalty, customer feedback, and satisfaction. By leveraging these attributes, businesses can differentiate their products from a crowded marketplace and help retain more customers.
How Product Attributes Influence Online Purchase Decisions
Product attributes can have a direct influence on online purchase decisions because these are the details that buyers look into and consider before they make a purchasing decision. They will match these details to what they actually need and if they find it suitable, they will ultimately proceed to checkout.
Customers rely on product attributes to gain insights into features, quality, and suitability to meet their needs. Here are some ways in which product attributes impact online purchase decisions:
1. Product attributes give consumers information and clarity.
Product attributes offer more detailed information about a product, helping customers understand its key features and benefits. This helps a customer evaluate a product faster and whether it aligns with their requirements. Detailed information reduces the need for customers to delay purchases by inquiring with the seller first. Details give them more confidence in making a purchasing decision.
2. Product attributes build trust and credibility.
Positive attributes can help build trust and credibility in your brand. This is very important in online shopping. If you develop a good reputation through high ratings, positive reviews, and good customer feedback, your brand eventually becomes unquestionable and people will increase their willingness to make a purchase. How can you gain these attributes? By offering high-quality products, delivering as promised, and giving good customer service.
3. Product attributes meet customer needs.
When your product is able to meet customer needs, it can have a huge impact on a customer’s decision-making process. Customers often evaluate how well a product satisfies their specific functional requirements. They can check these through attributes such as performance, compatibility, features, and usability. These things determine whether a product can effectively resolve its problems, and when it does, it can ensure a satisfactory purchase.
4. Product attributes of a product can elicit emotional responses.
Believe it or not, some customers only seek products that align with their values, their beliefs and fulfill their personal desires. This is often a niche crowd but worth attracting because they can be very loyal and consistent with their purchases.
This is why emotional attributes can help attract these types of customers because they can have a profound impact on their purchasing decisions.
What kind of things are they looking for? They may be looking for something brand specific, have a specific design or aesthetic, something that gives them a positive user experience, or a product that supports a cause or creates a social impact. When you tap into the emotional attributes of your product, you are sure to attract a niche crowd with a higher likelihood of purchase.
5. Product attributes can influence a product’s perceived value.
Product attributes can actually influence how a customer perceives a product and its value. For instance, if you describe your product as “natural and organic,” they will instantly have this notion that you are selling something that’s good for their health.
The attribute of a product that emphasizes a unique selling point, competitive advantage, or special features can enhance a product’s perceived value. By effectively highlighting these attributes, you can justify higher prices, differentiate your product from the competitors, and attract customers who want value for their money.
6. Product attributes serve as a guide for comparison.
Your product attributes can serve as a quick guide when customers compare products across different brands. With attributes, they will be able to easily see what features your product has that other brands don’t. They serve as a reference point for comparison, allowing customers to assess and evaluate their options.
The attribute of a product that stands out positively in terms of quality, functionality, and customer benefits often wins the customers over and makes the decision-making process faster in your favor.
By recognizing the importance of product attributes in online purchasing decisions, online businesses can strategically manage these attributes to help with their growth. The important thing to remember is to provide accurate information and put an emphasis on building trust with customers. Understanding the emotional and functional needs of customers can contribute to increasing conversions and fostering customer satisfaction.
The Importance of Product Attribute Management for Online Businesses
Managing product attributes will help your online business thrive in this very competitive eCommerce landscape. Furthermore, effective management will help drive conversions and give you more revenue in the long term.
If you need a more systematic way to manage your product attributes, you can utilize the help of third-party services that offer Product Information Management (PIM) systems and Digital Asset Management (DAM) systems.
PIM and DAM are software used by online businesses to help manage and update their product details in various complex eCommerce platforms. These tools make attribute management seamless, systematic, and efficient because everything is managed in a user-friendly dashboard.
PIM systems are centralized databases used to manage and organize product attributes in a more user-friendly dashboard. It eliminates the need to search for data manually so you save time and resources when you need to update simple details such as the product title or some technical specification.
PIM can help manage the following types of product information:
- Marketing content (title, descriptions, tags, categories, etc.)
- Sales content (prices, sale prices, order quantity, etc.)
- Logistics content (shipping details, shelf life, packaging materials, dimensions, etc.)
- Product management content (warranty, manufacturer, material, etc.)
PIM also creates a better workflow for a team if the attributes are being managed by multiple people. It also helps publish product attributes simultaneously and systematically across different eCommerce platforms.
PIM tools help you:
- Create a standardized data system to make sure all attributes are formatted consistently
- Optimize products attributes to make them more visible to customers
- Allow bulk editing of attributes
- Validate data automatically to ensure your entries have no errors
PIM helps businesses save on resources, time, and effort. It can also print out reports for data analysis and to help find inaccuracies and gaps to improve service and make better business decisions.
DAM systems, on the other hand, focus on managing digital assets such as images, videos, PDFs, and other media files of a product. While product attributes are mostly in text format, they can sometimes be attached to digital assets in the form of meta tags.
By leveraging PIM and DAM systems together, businesses can optimize their product attribute management processes so much faster. They can ensure their data across all channels are consistent and accurate, earning customers’ trust by giving them an impression of professionalism and efficiency.
That being said, here are some of the reasons why product attribute management is important:
- Faceted Search – eCommerce platforms use faceted search to help users find specific items faster with the use of filters. The results will only return relevant products to the customers. If your product listing has complete and updated attributes in place, buyers will be able to find your products faster and have a higher chance of appearing in search results.
- Accurate information – Product attributes give customers clear, comprehensive, and accurate information about your products. This reduces uncertainty in customers and reduces the chances of returns due to unclear descriptions.
- Improved customer satisfaction – When product attributes are managed well, they align with customer expectations and requirements. Customers get what they expect if the attributes, such as features, benefits, and quality, are properly presented. This can easily build trust and leads to higher customer satisfaction.
- Stand out from competitors – By highlighting unique and compelling attributes, you can help your products stand out from the competitors and attract potential buyers. A well-managed and effective product attribute management can lead to better brand recognition.
- SEO advantage – Well-optimized attributes enable products to appear in relevant search results, attract organic traffic, and increase online visibility. Making sure that all product attributes are filled-out in your product listings will help improve search rankings, and you can gain a competitive edge in online searches.
- Improved conversion rates – Product attributes can greatly influence customer purchase decisions and increase conversion rates. If you manage attributes well, you can easily persuade customers to make a purchase by highlighting key product features that resonate with target customers. Consistency, accuracy, and relevance of attributes throughout the customer’s purchasing journey can contribute to higher conversion rates.
Efficient attribute management becomes crucial as online businesses grow, scale, and expand their product offerings. When your company and product inventory has grown in size, manually updating product information is just too slow, confusing, and highly prone to errors.
By establishing standardized attribute structures, you can ensure that your descriptions remain consistent across product listings no matter which eCommerce channels they are. Moreso, this will help streamline operations so you can use fewer resources but still operate as a full-scale business.
Using software systems such as DAM and PIM can also help with scalability as businesses handle larger product catalogs. Through these systems, maintaining a high level of accuracy and proper attribute management is possible.
How to Identify and Prioritize Product Attributes in eCommerce
Identifying and prioritizing product attributes in eCommerce means figuring out the most important features and qualities that describe your products. You do this to choose and decide which ones are most crucial and should be highlighted to market your product.
Identification involves understanding what your customers want and need, gathering feedback, and analyzing data and trends. Once you have gathered your list of potential attributes, you can choose which ones will matter the most to your customers, and from there, you can align it with your business goals.
Identifying and prioritizing product attributes is a complex process that requires a systematic approach. You will need to gather information and take into account many variables, such as customer preferences and market trends and align them with your business goals.
There are many strategies to identify and prioritize attributes, but here are the general guides:
- Conduct market research – Identify your target market and customer base and look into their needs, preferences, and pain points. Look into what competitors are offering to gain insights into the attributes that resonate with consumers.
- Gather customer feedback – Gathering customer feedback is important to know which attributes drive their purchasing decisions. Engage with customers to know their insights about your products.
- Analyze data and use analytics tools – The use of data analytics tools is important to know customer behavior, browsing patterns, and purchase history. This information can help reveal the correlations and patterns that drive purchase decisions. The data will show you which attributes have a higher impact on areas such as conversions, customer satisfaction, and other key performance indicators.
- Consider industry standards and regulations – Depending on what type of product you are selling, it may be subjected to industry standards and regulations. To maintain trustworthiness, make sure your product attributes abide by these legal obligations.
Once you have created your list of potential product attributes, you should study and prioritize them based on their perceived value to customers. Next is to make sure they align with your business goals and brand positioning.
Finally, implement the prioritized attributes, then monitor customer responses and sales performance metrics. Based on the results you will gather, you can make changes and refine your attribute prioritization strategy.
Methods for Gathering Customer Feedback Online
Engaging with your existing customers and potential target audience is a great way to gather feedback. Reviews and feedback will help you understand customer preferences and how to improve your products and services. To gather feedback there are different methods you can use:
- Surveys and questionnaires
- Customer reviews and ratings
- Social media monitoring
- Online communities and forums
- Web analytics
- Live chat and customer support
When gathering feedback, remember to make the process convenient and user-friendly to avoid annoying and inconveniencing your customers. Keep surveys short, questions easy to understand, and the response process simple. Lastly, offer incentives such as rewards, tokens, and discounts for participation.
The Use of Data Analytics to Identify Key Product Attributes
As mentioned above, leveraging data analytics can help you gain valuable insights into customer behavior, preferences, and purchase patterns. This is a data-driven approach to help businesses optimize their product offerings.
Data analytics can help businesses identify key product attributes by:
- Using customer segmentation to understand which attributes drive purchase decisions
- Studying purchase data to know which attributes help with higher conversion rates
- A/B testing and experimentation to measure the impact of different attributes on customer behavior
- Monitoring market trends and competitor offerings
The Role of Product Attribute Prioritization in Optimizing eCommerce Product Listings
Product attribute prioritization can help businesses highlight the most important features to help make their customers’ shopping experience better. When attributes are prioritized based on what customers care about, customers tend to gravitate toward the product listings. This gives businesses an advantage over competitors and gets more sales.
Furthermore, product attribute prioritization enables businesses to effectively allocate resources and streamline their operations. By identifying the key attributes that resonate with customers, companies can focus their efforts on improving those specific areas. This targeted approach allows for better resource allocation, reducing unnecessary costs and maximizing the return on investment.
Streamlining operations based on prioritized attributes enhances efficiency, enabling businesses to deliver products faster and with higher quality, ultimately leading to increased customer satisfaction and loyalty. By consistently meeting and exceeding customer expectations, businesses can foster long-term relationships and establish a strong brand reputation in the market.
Prioritizing product attributes based on customer preferences, leveraging data analytics, using PIM and DAM for attribute management, and adopting a customer-centric approach is all-important for eCommerce success.
The process will be complex, but the positive effects on your online platforms will be long-term. These efforts will give you the opportunity to scale your business in the long run.
Schedule a demo with Catsy today and discover how our powerful product information management and digital asset management solutions can revolutionize your operations. Our expert team will guide you through the process, showcasing how Catsy can help you prioritize product attributes, leverage data analytics, and adopt a customer-centric approach. Visit our website or request a demo to unlock the full potential of Catsy for your eCommerce venture.
Product attributes matter to customers because it allows them to see product features, benefits, and performance easily, making it faster for them to compare, assess, and decide whether they will or will not purchase the product.
The product attributes most buyers look into first are quality, the design or product appearance, the price, and feedback from other customers.
Marketers use a method called psychographics to study the psychological and cognitive of consumers. In this method, they use customers’ beliefs, values, and goals to understand purchasing habits.
Product attributes refer to the features, qualities, and characteristics of a product, both tangible and intangible. These include product descriptions such as size, color, or functionality. On the other hand, product benefits are the things that add value to the product, such as products that can be used both indoors and outdoors.
This means differentiating your product from competitors by highlighting the key features that make the product unique. By emphasizing a distinct feature, brands can position their product to be superior in that aspect. This can help capture the attention of customers who value that attribute.