Why You Need a PIM to Make and Keep Your Data Clean

Clean data is vital to the creation of enriched product pages that drive sales. See how PIM both makes and keeps your product data clean.

Today’s buyers overwhelmingly use the Internet to gather data to make their buying decisions.

Whether they’re after something cheap and simple or complex and expensive, around 88% of today’s customers do research online before deciding to buy (source).

This means in today’s world, sales success means you need clean data, and a way to keep it clean. Your product data needs to be accurate so your customers have the information they need.

According to the Harvard Business Review, “Only 3% of companies’ data meets basic quality standards” (source).

Connecting how clean your data is with your sales and growth goals makes this stat alarming, to say the least.

What Are Basic Quality Standards?

Quality data is easy to understand, accurate, and complete. This applies to everything from feature bullets, pricing, dimensions, and descriptions to digital assets like images, videos, and CAD drawings.

Basic quality standards means ensuring all the fields on your product pages populate with accurate and complete data. This must be true for every single product you sell, across all sales channels, be they your D2C site, ecommerce marketplaces, or retail websites.

(See the blog post below for more data about solving the challenges of selling across multiple BigCommerce sites.)

It sounds simple, but the amount of product data a company needs to manage to be successful has exploded over the last few years. What’s more, basic quality standards have become incredibly difficult to meet with traditional data management methods.

There are any number of different causes of this and PIM implementation solves nearly all of them. However, before going into how PIM helps you solve this problem, let’s first look at what leads to low quality data.

data-quality

What Causes Data to Not Meet Basic Quality Standards?

There are many different reasons why data issues crop up. We will take a look at the most common causes.

Storing Data in Many Different Files

This is the most common cause of low quality data. And it doesn’t mean you can solve the problem by simply putting all of your files and folders on a server or cloud storage service.

Because if you put the files in a server, even if it is accessible to the entire company, your data will become out-of-date very quickly.

Why? Because users will download the files and store them on their own computers for easy access.

It isn’t fun to search through a ton of files and massive spreadsheets to find the most up-to-date price or image.

Files with the Same Information

To eliminate this headache, users will download the data to their desktop to increase their working speed.

The problem with downloading files to your own desktop is obvious. When a master file is updated, how can you make sure all of your users get the update?

You could re-download the file every time you make an update. However, if you change data even once a month, this is an unrealistic solution.

In reality, users won’t get your updates and instead will keep the files they first downloaded. In short, they’ll continue to operate with the files they’re familiar with.

Companies these days have many different users who need this data. This leads to an almost infinite number of versions of what is supposed to be the same data.

Deleting Old Versions of Data

Another common cause of inaccuracy is not deleting old data.

You will see this very frequently with digital assets. If the decision is made to update a spec sheet or image, and a new version is created, the old version almost never gets deleted.

Out-of-date versions, especially of images, is like cancer to your data. It will continue to grow until it’s too out of control to stop.

The only way to solve this is to bring in departments of employees and go through each and every image for every product to determine what is the most up to date version.

If you endure the never-ending meetings to eliminate old data and images, once you leave, the problem will only restart the second new images are introduced.

The only way to ensure you’re keeping the most up-to-date images and data is to change the foundation you manage them on.

Different Versions of the Same Data

This whole time we’ve been talking about creating one version of the same data. Unfortunately, the online world requires certain pieces of data come in different versions.

A great example of this is having different descriptions for a product. To tell the story of your product to the different customers you want to attract, you often times need to tell the story differently.

Let’s say your product sells to multiple industries. A generic description won’t be compelling enough to convert a shopper in to a buyer. In fact, it can actually alienate your potential customers.

It has become more and more common to see industry specific descriptions like these, but they are often poorly managed and necessary changes are never made.

clean-data

How a PIM Cleans Your Data and Keeps It Clean

A PIM functions like a database, a location for storage of all of your product data.

Traditional PIMs are often tough to use, so employees shy away from managing them. Also, this kind of a PIM is likely to only store product data, leaving digital assets high and dry.

Because a traditional PIM only solves half of your challenge, modern businesses need an easy to use, cloud-based PIM that also stores digital assets.

You can count the vendors and companies providing a platform like the one outlined above on one hand. Partnering with the right vendor gives you access to a foundation that not only cleans your data, but most importantly, keeps it clean.

(See the blog post below for more data about picking the PIM that is right for your operation.)

The First Step: Cleaning Your Data

Using PIM properly means doing things right from the very beginning, before actually using it. The right vendor knows they have to help your team implement your sleek new PIM before you can use it.

The best way to find out how good a vendor is at PIM implementation is to go to G2.com’s “highest rated” PIM page.

Read the reviews left by customers and see who has the highest customer satisfaction rating. If a vendor has issues with customer satisfaction, you can be sure that dissatisfaction started with poor implementations.

During the implementation phase, you’ll want to gather all product data files along with your digital assets and send them to your vendor for review.

You can leverage the implementation team’s expertise to learn their best practices and hear advice about which attributes to create and how to quickly and accurately rid your company of bad data.

This process takes time and requires collaboration, but it’s vital to your company’s future success in the digital world.

optimized-product-page

Structure Your PIM to Fit Your Needs

Every business is different. Teams are built differently. The products sold are different.

To maximize the benefit of PIM for your organization you need to ensure that you configure your PIM to your specific needs.

The key components you’ll need to configure:
  1. Attributes
  2. Attribute Sets
  3. Taxonomy/Categorization
  4. User Roles

Let’s look at what these mean.

Attributes

Attributes are the bits of data that constitute the differences between otherwise similar products. Every company that sells products knows these attributes today as the columns on their Excel spreadsheets.

We list attributes first because they are the first step in configuring a PIM to your unique needs. You need to create all of the attributes you need to successfully market and sell your products.

Attributes can be:
  • Text: such as product descriptions and explanations of features
  • Digital Assets: such as product photos and instruction guides
  • Options: such as sizes, colors, and materials to choose from

A unique added value PIM gives your organization is the ability to make an attribute required or optional.

A great example is a specific image that may only be needed for your “hero” products. As such, this particular attribute could only be optional.

Also, say you decide each of your products needs to have no less than three features. You can require listing of three feature attributes to ensure product pages populate exactly as you want them to.

Later, you can run reports to identify which products are missing values for the attributes you’ve decided to make required. This allows you to easily identify product pages needing improvement.

Attribute Sets

This may be new to you if you aren’t currently employing a PIM platform, but an attribute set allows you to group like attributes together.

This way, when you create a new product, rather than adding each attribute individually, you can assign relevant attribute sets to each new product.

Attribute sets are most commonly used for two purposes:
1. To group attributes that are only relevant to a specific product category

This first use case is self-explanatory. If you sell chairs and tables, you’ll want an attribute set for each product line that includes every attribute relevant to that product line.

A massive added value is the fact not only that all relevant attributes are assigned to each product, but additionally that no irrelevant ones are either.

2. To group attributes that are relevant to a specific organizational department

This second use case will vary from organization to organization. A good example is separating marketing copy from digital assets.

Many organizations have one set of users that manages text and another set that manages digital assets. With PIM, you can create an attribute set with all of the text attributes and a second with all of the digital assets.

This way, when a user goes to a product they can easily find the attributes specifically relevant to them.

Taxonomy/Categorization

Every company has their own unique way of categorizing their products. But today, this is very much managed manually.

During implementation, you have to create a strong taxonomy conforming specifically to your business and the products you sell. This will make it easier for your internal teams to manage your products and all of the attributes associated with them.

Additionally, when you share your data and images with reps, dealers, retailers, distributors, and others, your taxonomy will make it easier for them to find what they are looking for.

User Roles

The final step in configuring your PIM to your business is creating a hierarchy of different user roles. A flexible PIM gives you the ability to choose which products and attributes each user can view and edit.

For example, a user who manages all of your product specs will likely need to be able to see all marketing attributes. However, you’d want to restrict that person’s ability to edit the product descriptions and features which include that marketing material.

Setting user roles ensures the owners of each product or attribute are truly in control of inputting, modifying, and deleting data. No longer is there confusion about who changed what data. Instead users automatically create the digital footprints necessary to track all changes.

Once you have decided on a structure to store your data, you can quickly load up all data, images, and other pieces of content.

team-adoption

Adoption by Your Team

The true value of PIM only comes with using it to create a “Single Source of Truth” for all of your product content. For this to happen, your team has to adopt a new way to manage and share their data. All of this needs to happen within your PIM.

So often people are averse to change, but to grow you need to change with the times.

Think back to when your team started managing product data and images in many different files. It wasn’t something they were excited to do, but it was the only option.

Over the years users have become used to the terribly inefficient process of managing massive Excel files and searching through image folders. Initially, some of the team may be averse to adopting a new method, but with the right PIM and some training, they will come to love this new way of managing data.

The number one key to adoption of a new PIM is making sure it’s easy to use. To reiterate, many older PIMs have the deserved reputation of being so difficult to manage that you need to have a PhD in computer science to use them properly.

Just like implementation, the best way to ensure a PIM is easy to use is to go to the G2.com’s “Ease of Use” ratings page.

The easier a PIM is to use, the faster your entire team can adopt it. You’ll see this is true even of those users who aren’t exactly “tech savvy.”

Notifications and Workflow

Today most organizations have a workflow process they follow, but it’s all manual.

Connecting your team with notifications is vital to ensure your data starts clean and, most importantly, stays clean. If updates and changes are made, but no one knows, how will you make sure the changes are correct or leverage the new content?

A flexible and robust PIM gives you the ability to create different workflows for different actions that may occur in your PIM.

At a high level, a workflow gives you the ability to send automated notifications to users informing them of new tasks. Additionally, you can incorporate an approval step, so if a user makes a change, it won’t go live until it’s approved.

Workflows help in a variety of ways and are ultimately a crucial part of driving team efficiency.

The most common types of workflows are:
  1. New Product Introduction
  2. Content Update Workflow
  3. Product Syndication Workflow

Let’s look at what these are.

New Product Introduction Workflow

This is the most common workflow because the most competitive companies today tend to introduce new products more frequently.

New product introduction workflow ties your team together when introducing a new product. This ensures all required attributes are quickly and accurately created.

It also ensures each user role knows exactly what data they need to create for each product, eliminating the possibility of missing or forgetting about data required for product launches.

Not only does new product introduction workflow ensure all attributes are correctly created and populated with data, it dramatically cuts down the time it takes to launch a new product.

Content Update Workflow

Content update workflow solves one of the biggest headaches companies face today: knowing how changes are made, who made them, and who approved them.

A content update workflow allows you to create a workflow process when a change is made to any or all of the attributes in your PIM. This is most commonly used to notify a manager who then approves or denies a change to product data.

Not only does the manager have the ability to accept or reject a change, but they can also send notes back to the user who initiated the change. This improves communication both within teams and across different departments.

The approval step also ensures data stays clean. Today, when updates are made they often times don’t have a step for another user to review. Ultimately, this is a leading cause of data being out of date and “dirty.”

In addition to having an approval step worked into all product updates, a great PIM gives you the ability to see which user made what change and which user approved it.

If there is ever a disagreement on data, you can quickly identify who made and approved the changes, and identify why the changes happened.

Content Syndication Workflow

This workflow is specifically for companies fulfilling data requests from retailers and distributors.

Retailers and distributors send you large Excel files to populate. You need to quickly complete and return them to get your products listed on these great channel partner sites. The slower you are the less likely you are to capture sales.

A modern, robust PIM allows you to load in the attributes you received from your retailers into your PIM. If you are using a truly modern PIM, you should be able to quickly load all of the rules associated with the attributes as well.

Content syndication workflow notifies all users responsible for any attribute that is going to be sent out to your new channel partner. These users know exactly what they need to do and collaborate on one platform, instead of working in separate Excel files.

Once a user has completed the data they are responsible for, approval can be requested. This way you can be sure you are only sending clean, robust data to your channel partners.

The lack of this step is the number one reason product pages on leading retailer and distributor sites include incorrect and incomplete data.

Adding this small step to your process post PIM implementation will result in an increase in sales for all channel partners you use to fulfill requests with your PIM.

Clean Data Drives Sales and Increases Market Share

Ultimately, clean data benefits your business because a smooth-running company empowered by accurate, up-to-date data, is going to be able to utilize that data to grow sales and market share.

Presentation of clean data on product pages results in…

  • More page views
  • Lower shopping cart abandonment rates
  • Higher conversion rates
  • More good reviews
  • Fewer negative reviews
  • Higher likelihood of word-of-mouth sales

All of these are sales drivers, meaning clean data helps you increase revenue, grow your market share, and, ultimately, own the digital shelf.

Now that you know why PIM is your best bet for making and keeping your product data and digital assets clean and up to date, click here to see what Catsy can do for you.

Multi-Store BigCommerce Challenges Solved with PIM

Do you struggle to manage your multi-store operation? See how PIM can help overcome those challenges, so you can drive revenue and grow market share today.

Optimal BigCommerce Multi-Store Management Equals Increased Profitability

The key to maximizing sales and growing market share is robust product pages. To delight today’s customers, manufactures and brands run multiple websites, each optimized for a specific purpose. Product information management (PIM) solves the challenges of managing a multi-store BigCommerce operation.

But why run a multi-store BigCommerce operation?

Benefits:

  • Tailor business storytelling by industry
  • Customize product messaging to target customers
  • Sell to businesses as well as consumers
  • Maintain distributor specific sites

Even for a brand with only limited online sales, it is vital to sales and growth to have multiple websites featuring enriched product pages.

Creating BigCommerce multi-stores with robust, tailored product pages results in skyrocketing online sales.

But there is 1 major difficulty. The challenge of even maintaining 1 website, let alone 2 or more, is daunting. And you’ll need a massive amount of time on top of that to improve your multi-store, and keep your product information up to date. Doing all of this manually becomes impossible fast.

According to prevailing trends, to see the results you want from your website in 2019, you need to focus on continuously improving and updating the story and data across your multi-store.

It’s irrelevant whether 68% (source) or 94% (source) of B2B buyers do product research prior to making any online or offline purchase, the bottom line is that’s what’s happening.

Where do these buyers want to go to do their research? You’d better believe they want to go to your website. Your brand is a proxy for trust, because a manufacturer is best able to present an authentic story, featuring reasons to buy a product, that drives conversions.

This is why having compelling websites with robust product pages is a surefire way to maximize your sales growth in 2019.

Now, how exactly do you automate the tasks required to create and maintain successful multi-store BigCommerce websites?

PIM will reduce the time you and your team need to maintain and improve your multi-store. PIM also comes with the tools necessary to improve the quality of all of the sites you maintain.

4 ways PIM maximizes sales on your BigCommerce multi-stores:

  1. Automatically feed product data updates to all websites
  2. Better manage specific and tailored product content for different types of buyers
  3. Improve the quality of all product pages
  4. Save time managing and updating images on all sites
Let’s take a look at each of these in depth.

1. Automatically Feed Product Data Updates to All Websites

One of the biggest challenges to maintaining a great product website is keeping product content, made up of information and assets, both compelling and accurate. So, when you partner with BigCommerce to roll out multi-stores, this challenge is greatly magnified with each additional store.

Some PIMs provide the functionality for you to update product content once, and automatically push it out across all your BigCommerce stores. Thus, you can provide customers with all the product content necessary to make a buying decision.

As the data changes, you simply make the change in your PIM, and it will automatically update all of your BigCommerce stores. This is a massive time saver compared to the old way of manual updating each page on every site.

Being able to publish across sites automatically and simultaneously significantly empowers your ability to expand your business.

2. Better Manage Specific and Tailored Product Content for Different Types of Buyers

BigCommerce is designed to create a great product store but isn’t designed with robust product data and image management capability. Effective management of this product content is crucial to sales success, especially when you are tailoring sites to match specific buyer personas.

A PIM allows you to store and direct all product content to any of your BigCommerce stores. You can pick and choose which descriptions, specs, images, and more to update. Organizing this product content on each site individually is nearly impossible if you can’t tell what’s already up to date and what remains out of date.

3. Improve the Quality of All Your Product Pages

Only a robust product page, chock-full of information, is a high-quality product page.

Why is a high-quality product page so crucial to your success?

A high-quality product page includes the SEO optimized content to bring in customers. Once the customer has landed, they in turn have all the information they need to make a buying decision.

When BigCommerce stores fail to bring value, they do so for two main reasons:

  1. The site is hard to find, because the information customers need isn’t there.
  2. Customers land on the product pages, but the information they need to make a buying decision is missing.

If you have poor or under-performing product pages, implementing a PIM is a surefire way to improve the value of all your BigCommerce sites. This is because you can be sure the information needed to drive traffic and convert visitors into customers is populating on now robust product pages.

4. Save Time Managing and Updating Images on Across Your BigCommerce Multi-Store

Because ecommerce is a visually immersive experience, digital assets like images, videos, and CAD drawings become the most important pieces of any BigCommerce product page. Research shows, images or videos seen online inspire 75% of consumers to make purchases (source).

Maintaining images on multiple BigCommerce sites can be a near impossible task.

  1. Searching through files for the image you want can take forever
  2. Associating the right image with the right product is often difficult
  3. Images are often overlooked when product pages are updated, leaving customers with out-of-date information

A PIM that incorporates Digital Asset Management (DAM) gives you the tools your team needs to publish the digital assets you need to inspire a visitor to buy your product. And depending on the complexity of the product you sell, you’ll need different numbers of digital assets.

Industry standard dictates 4 as the bare minimum a customer needs, so make sure to associate each product with at least 4 images. But the most successful BigCommerce product pages will have more.

Quality pages that convert incorporate multiple lifestyle images, along with a video telling the manufacturer’s story or displaying the product in use. The most recent digital asset trend to emerge involves 3D images. Managing these in file folders typically results in 36+ images just to get a single 3D view.

DAM simplifies storage and sharing of those images, allowing you to publish more rich pictures, compelling videos, and 3D images for more and more of your products. In the last two years, a majority of consumers noted 3D product images were the most compelling piece of content of a product they purchased.

Multi-Store Authenticity and Trust

Let’s do a thought exercise.

Imagine a potential customer comes to your page looking for information about a product you sell. You know that because products can have numerous different attributes, you can never be exactly sure what a potential customer wants.

SITUATION 1: Let’s say this customer is looking for 5 specific pieces of information, but your product page only includes 4 of them. Do you think you’re going to convert this customer, or is she going to go elsewhere?

SITUATION 2: Now, this time imagine that every time a potential customer lands on one of your product pages, it’s optimized with a full set of up to date information. It answers any possible combination of questions any customer might have, because nothing is missing and everything is accurate.

The result of the first situation is a lost sale. The result of the second is a conversion. And the next time that customer has a question about a product you sell, where will they go for an answer? Who do they think of as an expert?

With complete information, you show your customers you have an authentic concern for fulfilling their needs. That authenticity builds trust in their mind, which in turns drives repeat visits and increased sales revenue.

Ultimately, when you invest in a PIM that provides your customers with everything they want to know, they reward you with trust, return visits to your site, more sales, and recommendations. In short, they reward you with loyalty.

Now that you know how to solve your BigCommerce multi-store problems with PIM, click here to see what Catsy can do for you.

Internet Trends 2019 Report: 10 Key Takeaways

Mary Meeker’s Internet Trends 2019 Report is out and here are 10 key insights into how to use her data to maximize revenue and grow market share today.

Internet Trends 2019: Key Takeaways

1. Established B2B marketing practice won’t suffer from expanding mobile use.

Mobile device usage among U.S. adults has exploded from about 20 minutes per day in 2008 to 3.6 hours per day in 2018. But, it’s critical to note this growth has occurred on top of laptop and desktop usage, not at the expense of either.

Laptop and desktop usage rates have only declined slightly, from a high of 2.6 hours per day in 2011 to 2 hours per day in 2018.

Implication: B2B customers are far less likely to make purchases with a phone than with a laptop or desktop computer. This means established B2B marketing practices are not being negatively effected by the expansion of mobile.

Nor are they likely to be in the near future, as the only other platforms with expanding usage are game consoles and other OTT devices like Apple TVs and Amazon Fire sticks (source).

How many B2B product managers do you know who sell on Xbox?

2. The re-emergence of brick and mortar is no threat to ecommerce whatsoever.

As a percentage of total retail sales in the U.S., ecommerce has gone from less than 2% in 2000 to over 15% in the first quarter of 2019. The only decline over that entire period took place in 2008.

Implication: recent articles like this and this hype the re-emergence of brick and mortar retail as part of retail’s inevitably diversified future. But they fail to acknowledge at least 2 critical points:

  1. Money is money: If you’re already selling on Amazon, do you care whether customers buy your products online or in one of their new stores? If anything, this will be good for your business.
  2. Size matters: The amount of retail stores predicted to open in the next five years is dwarfed by the downfall of a wide variety of major brands from Sears to Radioshack to CVS (source). Toys ‘R’ Us alone was operating over 800 stores less than 1 year ago (source).

3. Product integration and association will drive your sales.

  • 88% of Americans report using a second device while watching TV
  • 71% use that device to look up content related to what they’re watching on TV

Implication: if 88% of Americans are using their phones to look up information about what they’re seeing on TV, your products need to be positioned in combination to maximize reach and sales results.

Think about the enrichment of your product pages and the amount of images you offer for each. Are you showing every angle and every feature? Are you providing close up shots?

Placing products in context and highlighting their practical association with other products is critical for maximizing conversions.

4. Word of mouth is the key to expanding market share.

41% of Americans currently use a device to send messages about television content to friends and family, specifically while they’re watching TV. These individuals generate wider interest in your products by telling their friends and family members about your brand.

This finding is bolstered by the fact that a 2017 poll found that at 23%, the largest portion of individuals signing up for new online services had done so on the recommendation of another.

Implication 1: people search differently on mobile than they do on desktop/laptop computers, so optimizing your product pages to rank high for mobile search is a skill you must master.

2 points to think about:

  1. Mobile users often search by voice, using full questions.
  2. Questions address different kinds of information: do they want to buy right away or do they want to know more first?

Implication 2: in the same 2017 poll, financial incentive accounted for only 22% of new service sign-ups and only 12% even reported liking the product.

Because this poll shows word of mouth has the potential to play a bigger role in driving ecommerce decisions than cost or preference, marketing needs to focus on building customer trust and maintaining authenticity.

People want to buy products packaged as authentic experiences they can share on social media.

5. You need to be selling in India and China today.

India

  • 1.34 billion total population
  • accounts for 12% of global Internet use
  • approx. 900 million did not use the Internet in 2015 (source)

China

  • 1.39 billion total population
  • accounts for 21% of global Internet use
  • approx. 640 million did not use the Internet in 2018 (source)
And a staggering 98% of Chinese on the Internet access it with a phone.

Implication: ecommerce operations already operating in these countries are poised to take advantage of the fact that both hold massive untapped markets. And these are countries that have already made enormous commitments to drive provision of Internet service.

Indians already trust Amazon more than any other Internet brand (source), and the Indian government is working to provide Internet service to everyone in the country by 2022 (source).

Are you selling in the Indian and Chinese markets? Are your product pages optimized for them? If not, what are you waiting for?

6. Content must be tailored and dynamic to maximize conversions.

89% of North Americans regularly use the Internet and in 2019 Americans will spend an average of 266 minutes on their phones, but only 216 watching television.

Implication: if your ads and content aren’t optimized for mobile devices and tailored for your potential customers to find them in the spaces they utilize, you won’t sell to them.

For example, Alexa Skills are like apps for an Amazon Echo that can be triggered by speaking a key phrase. Nearly 100,000 Alexa Skills are currently available for download.

This new vocal channel provides an opportunity to answer specific questions directly with a product offer.

Stats to think about:

  • 1.244 bil. – number of Android phones sold in 2017 (source)
  • 2.1 mil.number of currently available Android apps (source)
  • 215.8 mil. – number of iPhones sold in 2017 (source)
  • 1.8 mil. – number of apps in Apple’s App Store (source)
  • 100 mil. – number of Alexa devices sold to date (source)

Simple math tells us the room for growth in the total number of Alexa Skills apps is massive. Getting ahead of this trend immediately virtually ensures increasing sales and larger market share.

7. Grab your competition’s market share by cornering the wearable device channel.

Between 2014 and 2018, the number of Americans wearing electronic devices embedded in clothes or accessories more than doubled, from 25 to 52 million. And it’s estimated Apple has sold 46 million watches since the 2015 launch (source), including 10.4 million just in Q4 of 2018 (source).

Implication 1: This should be obvious, but pairing your products with wearable devices in product page photographs is an easy way to speak to customers.

Your products don’t even need to relate to wearable devices, as customers will still notice the combination.

Implication 2: Wearable devices offer an incredible opportunity for collecting information that can be used to sharpen buyer personas and content offers.

Only when you know what your customers are doing, do you really know who they are, so you can speak directly to them.

Implication 3: This new channel allows for delivery of information, but not if your content isn’t tailored for the space.

When it comes to the tiny screens wearable devices include, less truly is more.

8. Massive ecommerce offer growth has made it easier to rake in ecommerce sales.

Shopee is a mobile-centric social media focused B2C and C2C ecommerce platform launched in Singapore in 2009, which sells over 180 million products across SE Asia (source).

Between 2016 and 2018, the gross value of all merchandise sold through Shopee increased roughly by a factor of 10, in spite of heavy competition from regional companies like Tokopedia and Lazada, to say nothing of Amazon.

Implication: By focusing on an innovative, winning offer, Shopee was able to dominate SE Asia.

But they’re only 1 player in only 1 regional market.

Shopee’s success can be repeated by finding a balance that takes social media, ecommerce, brick and mortar retail, average cost, buyer personas, preferred method of delivery, and design presentation into account. That balance must be struck according to the preferences and behaviors of the target market.

The main takeaway here is:

New companies are constantly figuring out ways to carve ever more nuanced, niche markets off giant platforms and develop them into tremendously profitable businesses.

Traditional economic thinking argues sales would be more likely to go down as competition goes up. However, as customer preference for niche spaces increases, so does the opportunity to find customers where they already exist online, in spaces where they want to be.

To convert customers in niche markets, you must hyper-tailor your offers to them.

9. Images convert customers, not text.

Instagram has 1 billion monthly users and more than half of them use it every day (source). Also Vishal Shah, Instagram’s head of product, says they intend to focus on driving profitability by turning the platform into an ecommerce powerhouse (source).

Implication: Shopping has always been a sensory experience, so why should ecommerce be any different? By subtracting all other sensory information, ecommerce has to be as visually pleasing an experience as possible.

Everyone selling on Amazon knows product pages should display at least 7 images, because that’s currently the maximum number of images that display on one page. But there are two easy ways to get around this limitation.

  1. Encourage your customers to upload pictures along with their reviews.
  2. If your customers click into the gallery of images, they will see ALL the pictures you upload. This means you can actually display up to 9 pictures.

P.T. Barnum said, “There’s no such thing as bad publicity,” and ecommerce demonstrates it. Every good review posted to your product pages is an endorsement. Every bad review is an opportunity to demonstrate your commitment to your customers.

Also, it really doesn’t matter how simple your products are, you should be taking advantage of all 9 picture slots. Cover all of the following:

  • 1 rich, beautiful main image
  • 2 or 3 close ups from different angles
  • 2 or 3 close ups of highlighted features
  • 1 shot of the product in use
  • 1 shot of the product in combination with other products you sell

10. Tie everything together, and do it with authenticity.

You should have noticed by now that certain themes in this post have been repeated. The fact that these takeaways compliment each other, demonstrates their efficacy, their strength in practice. It also makes incorporating them into your overall strategy easier.

Let’s recap:

Mobile won’t hurt B2B marketing, because converting is all about reaching people where they already are, and B2B customers don’t shop on mobile.

Authenticity means knowing as much as you can about your customers, so don’t insult them by barging in on their Facebook and Instagram feeds (at least until Vishal Shah’s plans come to fruition). Find them on LinkedIn and Pinterest, platforms designed for business and optimized for sales, respectively.

Use images to bring products together, because pictures give you more than the opportunity to showcase your products. They let you show your customers how well you know them. Unlike static product photos, action shots promise the authenticity of showcased reality.

Move away from airbrushed, obviously staged photos toward real pictures of real people really living their lives. Include visual cues, like wearable devices, to point people to recommend products to their friends and family. Associate your products with others to give a fuller, more realistic picture.

Sell in India and China, but without authenticity your chances of success are low. Authenticity means investing in research, asking questions, respecting local cultural practices, and absolutely not selling down to people.

Authenticity means taking the time to create tailored, dynamic content with culturally correct imagery that changes with the origin of the viewer. People from different places obviously like different things, so give them what they want to see according to where they are. Speak their language, and give them specifications in units they understand.

Finally, India and China are where shaving niche markets off giants is most readily possible, because both contain massive markets yet to dive into the online space. They also offer recently moneyed youth, the people most likely to develop and maintain lifelong niche preferences and interests which include international products.

Who wrote the Internet Trends 2019 Report?

Mary Meeker, a venture capitalist who focuses on the Internet and new technology investment, spearheaded compilation of the report. Meeker is a former partner with the noted Silicon Valley VC firm Kleiner Perkins.

Since September, 2018, she has raised $1.25 billion at Bond Capital, a new firm she started and the publisher of the highly anticipated Internet Trends 2019 report.

Why should I listen to what Mary Meeker has to say?

In 1995, Meeker was working for Morgan Stanley while they were taking Netscape public. During this time she co-authored The Internet Report, known as “the bible” of the dot com boom. At Morgan Stanley, she was also the lead manager on the Google IPO.

In 2010, Fortune magazine called her, “one of the ten smartest people in tech” (source). And Forbes included her at 77 in a list of the most powerful women in the world, in 2014 (source).

So, when it comes to tech trends, it’s safe to say Mary Meeker knows what she’s talking about.

Now that you know where ecommerce is going, click here to see how Catsy can help get you there.

PIM Do’s and Don’ts: 7 Steps to Picking the Right PIM

PIM do’s and don’ts – the biggest DO when it comes to selecting a product information management (PIM) solution is also the biggest DON’T:

You DO need to choose the PIM that solves all the problems you have, so DON’T buy one if you don’t need one.

But how do you know if you need one or not?

To help you with this important decision, we’ve created a simple, step-by-step guide. With it, you can determine whether or not your operations would benefit from PIM integration.

How does it work?

Easy, if you answer any of the 7 questions below with large amounts, or worse, you don’t know what the answers are, it might be time to start thinking about a PIM.

But first, let’s talk about value.

pim-dos-and-don'ts-value

What value does PIM bring?

One key feature of PIM is greatly simplified functionality for inputting, updating, and managing product content across channels, manufacturers, products, and variants. If you’re repeatedly having trouble finding specific pieces of product content, how can you enrich your product pages?

What is product content?

Product content can be divided between the following two categories.

  • Product information
    • Descriptions
    • Specifications
    • Feature benefits
  • Digital assets
    • Images
    • Videos
    • CAD drawings

*These lists are not exhaustive.

As the numbers of these increase, so must the complexity of your organization.
pim-update-product-pages

1. How often do you update your product pages or catalogs?

Complex operations necessarily require ever higher degrees of organization.

In 2010, research into 1,150 senior executives at companies of at least 1,000 employees resulted in 2 major revelations:

“Companies reporting low levels of complexity … had the highest returns on capital employed and the highest returns on invested capital.”

(McKinsey & Company)

Further, 80% of companies that minimized complexity also saved money, with some having slashed nearly 20 percent of personnel costs by prioritizing value of activity over its complexity.

Ecommerce today is overburdened with automatable busy work.

PIM makes keeping product content up to date and accurate far easier than with traditional spreadsheet management. These benefits minimize complexity, but are best understood at scale. So if your products don’t change from month to month or year to year, updating your product pages and catalogs often is probably unnecessary.

For example, companies that sell seasonal products likely have an annual updating schedule, giving them a year to foresee and avoid product page and catalog updating problems. Companies that provide a set of products proven to sell year after year may not need to update their catalogs and product pages at all, except to change their overall aesthetic.

So if you’re consistently certain your product information is accurate and up to date, and your company falls into one of the categories described above, you might not need a PIM.

Unless you want to increase sales by selling on more channels…
pim-channels-amount

2. How many channels do you sell across?

And how complex are their processes?

Do the sales channels you work with provide standard templates to create new products in their systems? Are those templates ready to accept attribute information for new products immediately? If not and you have to send in a general description, how long do you have to wait for them to get back to you?

Multi-channel campaigns that bring limited or no results might be suffering from a lack of the enrichment capability of PIM.

One channel might be fine with several different file types and sizes, while another might want your images to correspond to highly specific parameters. One channel might require a small number of specific pieces of information, while another might need dozens per product page.

PIM makes this, and many other jobs, easier.

Another key function of PIM is automatic translation and conversion. Do you sell products in other countries? Only 20% of the world speaks English, so if you don’t have a way to convert your product pages into your customers’ preferred languages, you’re not going to sell to them.

Likewise, if your spec sheets discuss your products in Imperial terms, with inches and gallons instead of centimeters and liters, it’s likely you’re just confusing 7.3 billion potential customers who use the Metric system worldwide. Ultimately, PIM ensures product content coherence across channels.

Just how many markets do you want to sell in anyway?

Selling across multiple channels is complicated at best, but it’s relatively easy to maintain high quality product content on one channel if you don’t update your product pages or catalogs often. In that case, you may not need the functionality a PIM provides.

Unless you sell products made by several manufacturers…
pim-manufacturers

3. How many manufacturers do you work with?

If you only work with one manufacturer, you probably don’t need the organization PIM provides.

Again, the more simple your operation, the easier it likely is to manage. But as product information comes to you from ever more manufacturers, several possibilities become more and more likely.

  1. Standardizing information entered with different systems requires more and more work to coordinate
  2. Formatting that information for your sales channels adds a second level to standardization
  3. Some manufacturers will inevitably be worse at supplying you with error-free information

To a certain degree you can mitigate some of these difficulties in Excel. But if you don’t know how to build, maintain, and feed standardized information into macros, managing more and more manufacturers will only require more time and effort.

So, if you only work with a single manufacturer to sell on one platform and your product pages or catalogs don’t need much updating, you probably don’t need a PIM.

Unless you sell a large number of products…
pim-products-amount

4. How many products do you sell?

Is a hard number really a useful measure?

It can also be helpful to think of this question in terms of people, amount of work, or simply time. Regardless of the number of products you sell, if one person can get all the work done in 40 hours a week, do you need to buy a PIM?

But is the work REALLY getting done?

Ultimately, you know your operation well enough to confidently say all the product content management work is getting done. Think about how well organized your products appear to be, and whether any associated information is ever missing from your product pages. PIM is a way of getting even more done in an equal amount of time, which means organization that leads to robust product pages that convert.

Do you provide a personal experience?

Personalization driven by tailored content is the engine of modern ecommerce, something consumers have come to expect from shopping experiences. PIM functionality makes personalizing your brand message easier, so you can keep the promises you make to your customers, increasing sales and decreasing returns.

What about new products?

How long does it take your company to bring new products to market? Ecommerce success is typically measured in dollars and cents, not hours and days. But the fact of the matter is PIM can reduce whatever that amount of time is.

If you dread bring new products to market, because meeting deadlines and quality standards is so difficult, PIM can help. With PIM, product pages aren’t just complete, they’re dripping with the most accurate information possible and set off with rich, detailed pictures, descriptions, and feature explanations.

To sum up, if you don’t have trouble bringing new products to market, sell a small number of products from one manufacturer on a single channel, and your product pages or catalogs don’t require regular updating, a PIM likely isn’t for you.

Unless your products have a lot of variants…
pim-product-complexity

5. How complex are your products?

Product complexity increases with the number of attributes.

How did you estimate the number of variants for your products when you completed the tool at the beginning of this post? If you have a large operation it’s likely this was the most difficult question to answer, because some products are simple and some are impossibly complex.

In any case, most products vary to some degree.

Another key organizational feature of PIM is variant organization, known as parent/child relationship. A parent is like a master product template, including a comprehensive list of all possible attributes a given product has. The children are the variant products sharing an identical set of attributes, but with varying values for them.

For example, if a parent product is a t-shirt, one child would be an extra-large, blue t-shirt. This is a very simple example, as complex products can have virtually any number of attributes and those attributes can have a huge variety of possible values.

Product content enrichment, accuracy, and completeness drive sales conversions, so the more variants you have, the more digital assets you’re going to need. A PIM with digital asset management (DAM) capability simplifies this by giving you the option of tying a single image to each child product. One benefit is that your product pages will be tidy, making more sense to your customers and the search engines they use to find your products.

Think about the example above, if you’re selling 10 sizes of blue shirts, do you need 10 different pictures?

If your operation is simple, you have a small number of business partnerships, and you sell a narrow variety of simple products, you probably don’t need to invest in a PIM.

Unless your prices change often…
pim-update-prices

6. How often do you update your prices?

If you sell a lot of different, highly complex products, you’re probably adjusting your prices often.

Selling in highly competitive markets tends to call for adjusting prices more frequently. Under certain circumstances you may need to display discounted prices next to original prices, to entice potential customers to take advantage of savings.

If you run sales, promotions, or special offers frequently, you’ll probably need to set and reset prices often. If those offers take place at random, or if you have to manually calculate prices precisely, adjusting your prices may be taking up a significant amount of your time.

PIM can be set to do all of these automatically.

So, if everything above leads to you to believe you don’t need a PIM and your products have stable prices, then a PIM probably isn’t going to help you do business.

Unless your product content comes from multiple internal sources…
pim-team-size

7. How many employees do you have?

Getting this far through the list means you’re probably running a big company.

PIM collects product content from multiple sources to maintain product information consistency across internal teams and external sales channels. If yours is a small operation, you’re less likely to need that kind of management control.

However, large operations require a significant investment in inter-team organization. PIMs often include workflow capability to increase efficiency and productivity. Workflow allows you to assign tasks in a specific order with messaging and reminders set to trigger automatically. This makes it easier to ensure operations more forward smoothly, and that each of your employees gets what they need to complete their work right when they need it.

To Recap:

If any of the following are true or if you’re planning on expanding to the following capacities, a PIM might need to be in your future.
  1. Your product pages or catalogs require regular updating
  2. Your company sells on two or more channels
  3. Multiple manufacturers provide you with products
  4. You sell a wide variety of products
  5. The products you sell come in a variety of configurations
  6. Your prices are volatile
  7. You have more than a few employees who directly control some amount of your product information
best-pim

What the Best PIM Will Do for You

Owning the digital shelf means delivering the rich, accurate product pages most likely to convert visitors to your site into paying customers. Remember, accurate product information is one lever you have significant control over on the engine driving ecommerce sales success.

While human fickleness means you can’t keep people from changing their minds and returning products, you can help them make them up in the first place.

Do this with rich, compelling product pages full of accurate information.

Bonus Pointers

We promised a list of PIM do’s and don’ts at the outset, so here it is:

DO choose a PIM that…
  1. Solves all of your concerns, but don’t choose one that’s overly complex or provides functionality you know you won’t use.
  2. Includes DAM integration, but don’t opt for a DAM built to mimic the functionality of a PIM.
  3. Offers responsive customer service, but don’t simply take their word for it (see final thought below).

Final thought: To verify the PIM you’re considering offers all of these, you should conduct your own research and read reviews on sites like G2Crowd.

Now that you have everything you need to know to decide whether or not you need a PIM, click here to see what Catsy can do for you.

Use PIM Component Expertise to Create Perfect Product Pages

Product information management (PIM) is more than managing product information. PIMs come in different forms, incorporating a variety of functions.

Product Information Management (PIM) is software that provides a central space to create, manage, and syndicate product information across sales channels in a unified manner.

Internally, PIM comprises tools to store and share product information across multiple systems, and to facilitate workflow.

PIM can store all product information:
  • Product Descriptions
  • Configurations
  • Logistics Information
  • Reviews
  • Warranty Details
  • Prices

This makes PIM a reliable, all-in-one source of product information. Content is the king of ecommerce, and quality, tailored content that ensures a delightful customer experience is built on product information accuracy.

PIM delivers this accuracy to your product pages.

PIM Essentials

At its core, PIM offers companies the flexibility of working with every platform for product information retrieval and distribution. Companies must ensure customers receive complete, accurate information to make purchase decisions.

PIM and its standard elements make this possible.

Your PIM must syndicate product information easily.

Product information syndication is crucial, because storage spans individuals, teams, and their devices. For example, bulk editing ensures information consistency.

Editing information on marketing channels and platforms one by one takes forever. This also leads to product information inconsistency and increases the chance of including errors on product pages. Make sure your PIM can edit product information across digital channels simultaneously.

A good PIM is also highly flexible and configurable.

Users should be able to view product information by channel to make adjustments according to specific channel requirements. Your PIM should also integrate easily with other systems to turn out quality product content.

Content analytics is another element your PIM must have.

Analytics allow you to monitor product sales performance and fix problems as they arise.

Your PIM has to include a Digital Asset Management (DAM) feature.

DAM in PIM allows you to optimize digital assets, such as images and videos, for specific channels. Your DAM should be able to transform assets for seamless syndication across all the channels you use regardless of what their specific requirements are.

Define Your Objectives

What do you want your PIM to do?

Answering this question will allow you to structure your PIM to support your marketing strategy and organizational goals. PIM capabilities are numerous, and performance tends to vary from one organization to another.

Start by defining your central business objectives.

You may want to simply deliver quality product information or improve internal team coordination. Maybe you want to expand across channels, reduce time to market (TTM), or improve your entire customer experience.

It’s essential to set goals and define how success will be measured.

It’s no use investing in a PIM if you can’t understand its impact. Ultimately, you have to define how your PIM will support brand growth, because if you’re not growing, you’re dying.

Determine Your Implementation Parameters

Ask yourself how you’re going to implement processes with your PIM.

To define implementation scope, you need to consider your preferred channels, your operation region, and current TTM.

Either of two models can determine how to handle product information.

1. Model all product information from the outset.

or…

2. Start with subsets of product information and increase in subsequent phases.

Large companies tend to opt for the second method, because they prefer beginning with a particular product line or region. The second method allows for process testing to ensure proper functioning well before full implementation.

Other companies may prefer the benefits of full information centralization by rolling everything out at once. While both methods include pros and cons, your decision should rest on your company’s current and future needs.

Implementation Strike Team

Successful PIM implementation requires a strike team.

Even for a small ecommerce operation, it’s unlikely one person will be able to handle all the requirements of implementation. The tasks of implementation are as different from each other as the knowledge and skills required to complete them successfully.

You will need:
  • An executive sponsor to see everything through
  • A project manager overseeing daily tasks
  • A product manager to gather all your product information
  • A group of individuals to input all the information
  • A marketer to write your product page text
  • A designer to supply images
  • A tech who knows how your ERP system will integrate with your PIM

Determine Your Product Catalog Structure

The only way to build a strong catalog is by using accurate product information regarding all of your offerings.

This means your product categories, attributes, how they vary, and their use regarding different customer touch-points.

PIM offers a broad range of options.

You can structure your catalog virtually any way your company requires. But craft that structure carefully, as the success of your PIM implementation depends upon it.

Your catalog structure should reflect the attributes of the specific sales channels you intend to use.

The structure should also support different product categories, attributes, and how these may vary.

Finally, incorporate the catalog must include the relationship of a given product to another as well as metrics for different online sales areas.

Workflows and Mechanisms of Integration

Getting the most out of your PIM depends largely on the strength of the workflows you set up.

You need to think about which teams interact with what product information, as well as what each team’s core function is. Consider how each team will use your PIM and how processes need to be ordered to maximize efficiency. Also, define permissions carefully so the right people have access to the right information, nothing more or less.

Proper understanding of the entire workflow will guide business operations and increase efficiency.

Previous work processes may need updating for the way processes will work after PIM implementation. You may want your PIM to support processes you think you can’t change, but those processes might be the most in need of overhaul.

Remember that one of the greatest strengths of PIM lies in eliminating the placement of product information in silos.

PIM workflow support provides for information sync, driving accuracy in real-time. This kind of integration helps streamline your entire ecommerce operation.

Digital Asset Management (DAM)

It’s important to ensure that your PIM includes DAM capability.

While some companies have modified DAM to mimic PIM, the result is often clunky, incomplete, or both. Moreover, PIM and DAM may seem similar in function, but they are actually fundamentally different.

PIM centralizes and facilitates syndication of product information, while DAM specifically handles digital assets.

Some assets, like company logos, may not even relate to products. DAM ensures proper management of images, videos, and documents attached to specific products. PIM allows you to store and manage these digital assets alongside product information.

Long story short, PIM is not DAM and DAM is not PIM.

Why Is DAM Important?

Digital consumers absorb media of all kinds every second they spend online.

The rise of digital technology and acceleration of innovation have only increased this digital consumption of media, driven by market and popular trends.

Media files include:
  • Animation
  • Videos
  • Interactive ads
  • Games
  • Audio files

Navigating these media has become a challenge companies and their customers share. Today’s digitally empowered consumer doesn’t want a rich digital customer experience, they expect one.

Companies that don’t meet and surpass customer expectations are doomed to suffer dwindling sales.

Customer expectations include access to the high-quality media content necessary to convince them their buying choices are correct. This is the key to conversions, because disappointed potential customers won’t give you their money.

Digital assets are more than just files, as they also include metadata about the asset.

You can use digital assets to product strong, searchable content only if the right metadata is associated with it. Searchability saves your teams time and makes it easier for customers to find you in the crowded digital marketplace.

Enrichment Tools

PIM integrates with multiple resource planning systems to extract product information for storage as product attributes. This allows marketing teams to enrich product descriptions and assets for syndication across sales channels.

PIM systems are specifically designed to support information syndication regardless of the particular formats various channels require.

With PIM, information can be enriched from internal and external sources. Internal sources include your marketing department, while external sources are your suppliers, external information bases, and agencies.

Information from both sources increases product information accuracy, driving sales.

Product Attributes

The description of product attributes directly affects purchase decisions.

It’s important to properly manage both the tangible and intangible attributes described on your product pages.

Tangible attributes include:
  • Size
  • Feel
  • Packaging
  • Weight
  • Quantity
  • Material composition
Intangible attributes include:
  • Quality
  • Aesthetics
  • Reputation
  • Price
Customers expect products and services to have certain specific attributes.

Points of parity refers to the way in which a given company’s products are similar to those of another.

Some companies go a step further and incorporate “points of difference.”

In a bid to differentiate their products and services from the competition, they discuss the ways in which their products are superior to those of their competitors.

Optimizing your product information means including both types of information.

Ultimately, product attributes discuss product quality, features, and style/design. All three should add value in the eyes of your customers.

PIM Analytics

PIM implementation allows access to powerful analytics tools which detail product content performance.

Product information quality, as well as team performance, can be analyzed. Management can see all activities taking place across the system and how much time they require.

With analytics, you can quickly search, find, and fill in product information gaps, along with finding errors. These gaps are not limited to text, as your images, descriptions, and translations may be missing crucial information, too.

You can also conduct analysis by product groups.

Management can control the accuracy and overall quality of product information with analysis by section, language, or geographic region.

Analytics also covers your syndication channels by ensuring the right product information is pushed out. You can also streamline searches by field and create multi-variant tests using different versions of standard documents.

This will go a long way to improve content quality, even that of custom content.

Audit Trails

This core PIM function provides a time-stamped record of every change or operation your team undertakes.

By automatically tracking actions, from sales made to customer service complaints, optimization becomes far easier. Audit trails also support product information maintenance, helping to quickly identify errors for correction.

There are two approaches to audit trails:

Progressive

Tracks and monitors all actions from beginning to end

Retrograde

Tracks results back to the starting point

The purpose of using audit trails is to maintain a log of all information modifications.

Monitoring all modifications acts as a check against unauthorized or mistaken changes. You can monitor specific entities in the PIM for modification.

These include:
  • Items
  • Media assets
  • User groups
  • Products
  • Structure
  • Supplier catalogs
  • Structure features
  • Structure groups
There are two ways to retrieve audit trails.

1. Call up a given audit trail from the context menu to display specific changes.

or…

2. Display an overview of a given audit trail.

Regardless, every PIM has a default audit trail configuration.

Users can create specific queries to search for specific entities or users and a search window will display the results.

Bells and Whistles

PIM options and tools include more benefits than spreadsheets or manual solutions could ever offer.

By unifying product information in a single repository, companies can derive maximum value by delivering quality product information. This reduces the risks and delays that come with displaying outdated or incomplete information.

The flexibility the PIM system affords allows for significant customization.

With an expert team, you can configure your PIM to include the specific functionality you need to manage all of your product information. However, it’s always best to make sure you add only what you need, meaning only what you’ll use.

Opting for a standard PIM that satisfies all your ecommerce marketing and distribution needs is ideal.

Now that you know all about what a PIM is, click here to see what Catsy can do for you.

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.

How to Ramp Up Your Online Sales

Learn the tried and true methods to ramp up your online sales and maximize revenue without wasting time on quick tricks and schemes that don’t pay off.

Struggling to increase ecommerce revenue?

2019 is poised to offer 1.92 billion ecommerce shoppers, that is, if you can get them to your site. (source)

Whether you’re new to online business, or just need help ramping up online sales, this blog has the information you need to make strong choices today.

Have an Ecommerce Marketing Strategy in Place

You can’t talk about increasing online sales without drafting a strategy to guide you to the results you desire.
Your marketing strategy should:
  • Contain your value proposition
  • Cover all goals and objectives
  • Reflect a specific period of time
  • Communicate your mission statement
  • Describe your target market
  • Outline your buyer personas
  • Detail your pricing
  • Include your positioning strategy
  • Discuss distribution strategy
  • Summarize content mix
  • Cover your digital channels
  • Explain the processes you will use to execute the strategy
Your marketing strategy should communicate a clear and consistent message to your customers about your brand. (source)

Extra advice: you can step things up by educating your prospects with tools like webinars, video tutorials, and online chat. Use all of these to guide customers through every step of the buyer’s journey with your store.

Know Your Audience

You already knew that, right?

But roughly 60% to 70% of marketers in B2B businesses know true understanding of their customers escapes them. (source)

That stat alone demonstrates the importance of simple preparation, and the edge it will give you.

So, before even thinking of starting an online business, let alone increasing online sales, you have to know who you are selling to.

Can you comfortably say with absolute authority that you know your customers?

Don’t waste money on inefficient campaigns that yield little success. Know your audience to build buyer personas.

Buyer Personas Must Be Detailed

The questions you need to answer to create strong, useful buyer personas will tend to vary depending upon what you are selling and where.

Here are some examples of important questions to answer:
  • How old are your customers on average?
  • Where do they exist online?
  • Where do they look for information online?
  • What problem do they have that your product can solve?

You should know what your customers are interested in, their demographic characteristics, and the media they use to search for products and services. This will help you select the best marketing channel to communicate your message. (source)

Remember, you can’t please everyone, so keep your offer focused.

No customer is going to buy your product if it doesn’t satisfy a need or solve a problem. This is why it’s key to know which specific market appeals to your products and services.

Customer Experience with Your Brand

Customers are no longer passive when it comes to information, especially product information.

86% of customers would likely pay more for products that come with a fantastic customer experience. (source)

The availability of information via the Internet means your customers have access to myriads of products offered by sellers the world over, all vying for their attention.

If you’re only offering a product, you’re already off on the wrong foot.

There are a million online stores offering products like yours.

To customers, your brand and their experience with it are one and the same. You have to ensure your customer experience is enjoyable and personalized to their specific needs and preferences.

The customer experience will make them return to buy far more than your products will. This is brand loyalty. A solid customer experience sets you apart from your competitors and brings your brand promise to life.

Today’s customers are looking for meaningful engagement, a “wow” experience, from brands.

Customers are loyal to brands that demonstrate a commitment to them by consistently exceeding expectations. The key word here is consistency both before and after purchase.

Your marketing communications must be consistent across all marketing platforms and online sales channels.

Available digital technology is yours for the taking. Make use of it to personalize your service offerings to create a deep connection with your customers. Customers tie what they think about your brand to their loyalty.

This is why it’s important to provide a delightful brand experience across all platforms. (source)

Find the Right Marketing Channels

A mere 14% of companies currently have a true omni-channel campaign in place. (source)

You need a channel strategy that will be the best fit for your business. It should ideally focus on spaces where customers falling into your buyer personas already exist.

1. Pay-Per-Click (PPC)

You pay websites like Google and Amazon for every click an ad of yours gets.

PPC ads can be Paid Search Ads. These are usually text-only ads at the top of search engine results. Display ads are usually banners on popular sites, blogs, mobile applications, games, and shopping campaigns. Here, images of your product appear alongside search engine results.

PPC is an easy way to sidestep the time required for SEO.

2. Search Engine Optimization (SEO)

How your site ranks in search results.

When potential customers are looking to buy a product you sell, they are most likely to use a search engine, like Google, to find you. Those customers aren’t going to look through dozens of search results or even scroll to the bottom of the first page.

You have to provide your content at the top of search results to sell.

3. Content Marketing

Provide useful information to build a base of potential customers.

Also known as inbound marketing, you write blogs, create infographics, and make videos to get shoppers to your doorstep.

  • Pro: cheap, long-term approach
  • Con: requires a lot of work
This slow process builds traffic organically, but there are ways of speeding it up.

4. Influencer Marketing

An influencer is someone with a large number of social media followers.

People who pay attention to influencers online think they are credible sources of information. You increase awareness and push more sales by getting the influencer to post about your site.

This channel has become extremely popular across social media, popular blogs, and channels like YouTube.

Influencers are free, but you can also pay people to drive traffic to your site.

5. Affiliate Marketing

Increase your brand’s online sales by paying an external website to generate traffic.

The advantage is payment occurs only when affiliate traffic generates actual sales. This affords you the opportunity to generate online sales from customers you didn’t or couldn’t target.

Affiliates are like professional influencers, meaning they tend to be social media experts.

6. Social Media Marketing

Engage with your customers where they already spend time online.

Facebook, Instagram, Twitter, LinkedIn, Pinterest, and others offer different ad types to suit the your brand’s advertising strategy. They’ve also innovated features to bridge the gap between brands and target audiences.

The goal is to connect directly with potential customers.

7. Email Marketing

Send marketing content and offers directly to potential customers’ inboxes.

Because it’s interest-based, you get customer contact information when they sign up to receive a newsletter or content offer. Proper maintenance of your email marketing campaign, to ensure the emails are attention-grabbing and sent to the right people at the right time, is absolutely crucial.

Find a balance between not enough and too much, you don’t want to lose subscribers or have them flag your emails as spam.

Choose Wisely

Ultimately, the channel you choose has to support your marketing strategy and how you broadcast your message. (source)

Content Marketing to Ramp up Online Sales

60% of marketing professionals make 1 content offer per day and content marketing is up to 7.8 times more effective for driving traffic to leader sites. (source)

Think of product content as the juicy appetizer that invites customers to stay for a main dish. Not everyone knows how to create appealing content to pave the way for increased patronage.

Create custom content with conversions in mind and build a long-term content marketing strategy.

Your content is a reflection of what you truly are as a brand. By closely managing your product content, you can get the right products to the right market at the right time using the right channels.

Content encompasses every message used to market your brand, giving customers memorable experiences.
This includes:
  • Blog content
  • Web copy
  • Graphics
  • Animations
  • Videos

Everything you create must be useful, informative, credible, and engaging, telling a story that speaks to the emotional side of your market.

This can be an original story, a testimonial of how your brand has made the lives of your customers better, a description of how you solved a problem, or all of the above.

Listing the same old product descriptions and statistics is boring, be memorable instead.

With content, you can also showcase the industry authority your brand commands. This need not be limited to your products and services. Discuss the issues that are important to your customers.

You may not get results immediately, but content marketing will impact future conversions.

Good ecommerce content includes compelling descriptions of product attributes. All sense of touch, sight, or smell is eliminated in online sales. So, it’s critical to ensure your product descriptions give your customers the same feeling they would get in an actual store. (source)

Content Must-Haves

Images

Written descriptions go hand in hand with rich, colorful, high-resolution images displaying your products from every possible angle. Display products being used and in tandem with associated products you sell.

Keywords

How are potential customers finding the sites where they are buying products like yours? Make use of relevant keywords to boost your web page ranking and increase traffic.

CTAs

All content must include a relevant and useful call to action. Content should never just end, it should lead to more content.

Common CTAs include:
  • Cheat Sheets
  • Guides
  • Blog posts
  • White Papers
  • Ebooks
  • Tools
  • Links leading to specific pages on your website
Don’t ever give a potential customer an excuse to leave your site.

An Easy, Seamless Checkout Process

Abandoned shopping carts cost between 2 and 4 trillion dollars a year and it’s only going to get worse. (source)

You may have done a great job drawing customer attention to your brand. You held those customers with compelling content and have convinced them to buy. Don’t lose them now with a clunky, cumbersome payment system.

Increase your website’s loading speed and make it easier for your customers to give you their money.

It’s key you make buying from your store an effortless, painless process. If customers feel like it is easier to buy from other sites or physical stores, you need to look into your checkout process.

A seamless checkout process reduces cart abandonment and ultimately drives customers back to your site for more sales.

In the same vein, it’s crucial to reduce distractions to the bare minimum during the checkout process. Ads bombarding your customers during checkout distracts them and will cost you sales. (source)

Build Your Online Credibility

Customer perception of your business is critical, so infuse your brand communication with personality.

Content goes a long way to assure customers that your brand is credible. Display trust seals and highlight both positive and negative reviews on your website if you have them.

Positive reviews obviously speak directly to your brand quality, but why focus on negative reviews?

Negative reviews you have successfully resolved speak to your brand’s commitment to your customers. Showing potential customers that you’ve accepted returned products, processed refunds, or simply reached out to customers directly helps them build trust in your brand.

Only customers who trust you become loyal.

Consumers will always want to know, hear, and see the comments of others who have used your products and services in the past, before they decide to commit to you and what you are offering. Thus you have to optimize your website and social media accounts, to provide avenues for customers to leave reviews about their experiences with you. (source)

You need to convince your customers that their dealings with you are secure.

84% of customers won’t buy if they think a website isn’t secured. (source)

Communicate to your customers the steps, procedures, and software in place to ensure their transactions and information are safe with you.

Have a Feedback Mechanism in Place for Evaluation Purposes

Always take time to analyze and evaluate your performance.

Doing this will reveal gaps and give you an idea of what works and what doesn’t. Make use of resources that track the health of your SEO.

This can be measured in terms of:
  • Referral rates
  • Conversion rates
  • Leads generated within a specific period of time
  • Site traffic
  • Social media sharing
Solicit feedback from your customers directly.

Ask questions on social media and encourage customers to fill out surveys about their experience with your brand. Experiment to fix the gaps you discover until you figure out what works best.

Scale up to Online Sales Success

There is no one magic method for online sales success, but be sure NOT to select services that can’t scale up as you grow.

It’s important to make choices tempered according to your future goals, especially when selecting the ecommerce marketing channels that will help you grow as a brand.

Conclusion

Ultimately, ecommerce sales success rests on consistently dazzling your customers with delightful experiences to keep them coming back for more.

Now that you know how to ramp up online sales like a pro, click here to see what Catsy can do for you.

7 Steps to Creating Tailored Content to Grow Sales

Tailored content has been optimized in every possible way to maximize sales. Read our 7-step guide and get started tailoring your product content today.

Today, tailored content is king.

More than 2,500,000,000,000,000,000 bytes of data are made or posted online every day? (source)

Yes, and every moment someone spends looking at a screen the possibility some bit of content will catch their eye increases. Simply dishing out more won’t automatically get you more customers. Customers are smart, so be smarter.

Break through the clutter, if you want to be a customer-centric brand.

In this post, we’ll explain how to tailor your content to improve sales, grow market share, and increase revenue in 7 easy to understand steps.

But first, you need to know…

Why Tailored Content?

Did you know that 90% of all online data worldwide was created in the past two years? (source)

With all that data, your content is unlikely to appeal to customers if it doesn’t speak directly to their needs. Everyone is looking for product information and content that will benefit them and their needs specifically.

Tailored content is all about personalization.

Make your business one that’s concerned with satisfying the particular needs of your customers to hyper-charge the customer experience you provide. Tailored content is all about delivering experiences that speak directly to each individual customer.

It’s the perfect way to deliver solutions that customers aren’t yet aware of.

Personalized content is the heart of the new age digital revolution, helping digitally-savvy shoppers discover what they want, when they want it, and how they want it, with minimal effort.

Personalized product content helps customers find their way by placing them at the center of the digital shopping experience.

Tailored content facilitates the buyer’s journey, because the process will make more sense to your customers. When you tailor messages to customer behavior, demographics, and searches, conversions become more likely.

Tailored content increases engagement by speaking directly about the personality of the ecommerce retailer.

This deepens the relationship your customers have with your brand. First time shoppers will want to stick around if content speaks directly to them. Content that is relevant to the problem or need they have does this.

Start with research and ask yourself…

1. Who Are My Customers?

Tailor content won’t suit your customers’ needs if you don’t know at least as much about them as they know about themselves.

Buyer personas are generalized descriptions of people who make up your ideal market. But the trick is to make them as detailed as you can.

How is it possible to make buyer personas both general and detailed?

By including as much information about them as possible:

  • Age
  • Behavior
  • Gender
  • Job
  • Income
  • Education
  • Status

(source)

  • Likes
  • Wants
  • Needs
  • Motivations
  • Difficulties
  • Fears
  • Values
You might think it’s most important to know what your customers want to buy, but don’t forget about why.

For example, are they buying for themselves, to give to others as a gift, or for further resale? You need to know whether your business is specific to different demographics or does more business on holidays.

Knowing your customers inside and out speaks to your brand’s authenticity.

You need to know their reasons for buying from you and what doubts they have about you. Also, you need to find out which media they use regularly so you can make sure you’re reaching them.

Find all this information by:
  • Surveying your customers directly
  • Studying their past purchases
  • Examining their account setups
  • Looking at your site analytics
  • Going through their profiles
  • Soliciting feedback
  • Reviewing and responding to comments
Two ecommerce retailers may be functionally identical, but appearing exactly the same will spell ecommerce suicide.

What’s even more important is to come back to buyer personas from time to time. The audience you had when you started your business is unlikely to be the same group of people you’re selling to today.

Who are you selling to now?

Your target audience is at best simply older than they were when you got started. Do they like the same things and find information in the same ways? Alternatively, they might be a completely different group of people, with preferences you never even considered.

And ask…

Who is my competition?

You should routinely visit your competitors websites and social media pages.

This is a good way to stay on top of current trends and gauge your competitiveness. Knowing what your competitors are doing allows you to spot gaps in your service and content to fill.

It’s a great way to come up with new blog ideas.

There are companies, like Buzzsumo and Ahrefs, that provide products like consolidated lists of content by URL and numbers of social media shares. However, doing the research yourself comes with 2 distinct advantages.

  1. It’s free.
  2. You are likely to find more than just what you are looking for.

Doing research yourself is by no means easy, but the price is right, and who knows what you could find? Because research companies provide a specific product, they may not be set up to get you that little something extra you can find by accident yourself.

Differentiate yourself.

Developing your brand has to do with communicating something to your customers that your competitors are not. Your tailored content needs to strategically highlight how what you offer is both different and superior to other companies in your space.

Tie functionality to benefit to sell your brand.

Directly trashing your competition with a long, complicated list of everything you offer that they don’t is going to turn potential customers off. Instead, provide easy to absorb examinations of how your products’ features translate into concrete benefits for anyone who buys from you. Back these up with customer testimonials and reviews.

Bring customers to your website with…

2. Dynamic Landing Pages

How customers find your site is equally as important as them finding it in the first place.

You already know who your customers are and where they exist online. Your landing pages need to reflect this origin. Each link you share should lead to a landing page personalized to the interests and needs of the specific persona you target in that space.

If a potential customer clicks one of your links and doesn’t immediately find what they want, guess what they’re going to do?

Reduce your bounce rate and demonstrate your commitment to your customers at the same time with personalized landing pages. Dynamic landing pages can be set to display a wide variety of different information based on how each visitor gets there.

Set landing pages to change by keyword searched, too.

You don’t always have to build content from scratch to cater to different market segments. Making a few small tweaks to the targeted content you already have is easy and far more likely to pay off than presenting everyone with the same message. Also, if you want to increase lead generation, it’s important to tailor calls-to-action by persona.

When are your offers being made?

There are several time-related factors to keep in mind, if you want your content to resonate more deeply with your potential customers:

  • Are your social media posts timed by channel to reach your target audience?
  • Have you set up automatic emails that trigger when a purchase is made or by length of time since then?
  • Do you collect personal information about your customers, like birthdays or work anniversaries, which also trigger emails?
  • Is your systems designed to leverage Christmas or another holiday when your sales tend to spike?
  • Do your products have a long history or have any of them changed significantly over time in ways you can highlight in your content?
  • Can you create or participate in events that would allow you to highlight your company and products?

You need to offer…

3. Personalized Website Design

Reduce the likelihood your customers will abandon shopping carts.

Your website design and layout can be more instrumental in keeping customers glued to your website than you think. This is especially true when websites are designed with customer preferences in mind. You should offer a persona-centric website experience to make customers feel comfortable and fulfill their expectations.

Personalization of your homepage will increase online sales.

It’s important that you craft your website’s design with your buyer personas in mind. The more your website gives customers what they expect to experience, the more time they will spend there. As a prospect spends more time on your site, the chances of you making a sale increase dramatically.

Your website needs to be packed with…

4. Personalized Product Descriptions

Descriptions are the virtual equivalent of a sales pitch.

Product descriptions answer customer questions and arm them with the information to make informed purchase decisions. With the help of your buyer personas, you can tailor product descriptions to your customer.

Under-promise and over-deliver.

Many sites miss from the beginning by writing specifications instead of true descriptions. Specifications do not communicate experience, because they focus on what a product is, not how it will solve their customers’ problems.

Customize descriptions by including only what customers care about.

Just because you think something is important, doesn’t necessarily mean your customers will, too. Help customers by replacing bland repetitive language with specific helpful information. Also, make suggestions that make sense with what they want to buy.

Less is more.

This is especially true for those well-versed in scanning pages. You can attach more detailed descriptions to address further concerns. Also, use easy-to-understand grammar and vocabulary.

Revisit your content regularly.

It’s going to take Google about 35 weeks to rank your pages. Once you’ve identified content that’s off or stale, update it as quickly as you can. Remember, just because that blog post of yours popped when you wrote it, doesn’t mean it’s going to forever, so update anything that looks dated.

Your descriptions need to feature…

5. Rich Product Images

Ecommerce’s one drawback is its lack of immediacy.

Your customers are not going to be able to pick up and hold the products you’re offering, so your pictures have to do the work. All product details must be clear, so the same hand-held feeling comes through.

Include high resolution pictures taken from all angles.

This will help clear up any misgivings customers have about buying from you. Make sure you have a relevant picture for every product variant, and that you show the product being used and in tandem with associated products.

Here, it’s better to provide more than not enough.

People often abandon purchases because they can’t reconcile product images against descriptions. They need to see highly detailed images, so they don’t feel the need to examine the item in person. Including a variety of close-up images of your products will dispel customer doubts.

Pay close attention to…

6. Customer Ratings and Reviews

Publish all the reviews you receive, whether positive or negative.

When you get negative ones, reply courteously and strive to bridge the service gap. Often times, if you turn bad reviews around, you can turn customers into brand advocates.

Negative reviews are golden opportunities to turn a prospect around.

Have a personalized system for handling complaints and negative reviews. Address each one in a personal manner to show prospects you hear them. Do this even if you don’t immediately have a solution for them.

You can also find out about potential customer questions on Q&A sites.

Use sites like Quora and Yahoo Answers to identify the questions your potential customers have before they even find your website. Make sure that if you use these sites for marketing purposes, you state your intentions clearly and at the beginning of your post.

Nothing erases brand authenticity faster than deception.

These websites are yet another way to find out about and stay ahead of changes in trends. The Internet isn’t doing anything if it’s not changing all the time. Research is the only way keep up.

Monitor social media to demonstrate customer satisfaction.

You could either manually publish positive customer comments and tweets or set up a stream to bring them in as you “like” them. Use these to add that additional pop to your landing pages, as well.

Don’t forget to…

7. Tailor Content by Specific Channel

The average Facebook user is 40 and a half years old. (source)

But is that the same for Twitter, Pinterest, and LinkedIn? Definitely not. Each channel you sell on is already attracting a certain type of visitor, so you can only disregard those differences to your detriment. New channels are coming up and older channels are going out of style, so make sure to figure out a way to stay on top of those changes.

The average age of customers buying on Amazon is 37.

It’s not an overstatement to say you’re unlikely to enjoy the benefits of personalization unless it’s applied across all digital channels your customers interact with. Documents, text, images, manuals and other business tools inform your customers about products and services. All these must include tailored content.

Finally…

Bring It All Together

Nobody’s going to read your content if it’s not informative.

According to McKinsey and Company, the 3 Cs of customer satisfaction are consistency, consistency, and consistency. In practice, the easiest way to say this is that you have to make promises you can keep and then keep them. (source)

Customer experience is as much a promise as high product quality, good prices, and fast delivery.

Personalized content is your path to improve overall customer experience and overcome the constant stream of new competitors. This, of course, relates positively to sales, because personalized content warrants continuous consumption, keeping customers coming back to your site.

Now that you know why product content needs to be tailored to boost sales, click here to see what Catsy can do for you.