How to Optimize Your Product Data
If you sell products online, you face stiff competition from other e-commerce sites and a growing array of third-party marketplaces, like Amazon and Wayfair. How do you motivate a customer to choose your product over an alternative? The answer is simple: compelling, descriptive product data and eye-catching imagery sells products online.
A PIM system, like Product FastLane, helps you optimize product data (like product descriptions, titles and imagery), but there’s a science to data optimization. Today, we reveal a few tips on optimizing your product data to help your products get found across the web.
What do customers want from your products?
There’s no magic bullet to product marketing. All products are unique and different. In a nutshell, optimizing your product data means telling your product’s story in a way that resonates with your target audience. What makes your product unique and special, and what value does it bring your customers? It is important to take a customer-focused approach to product data, so you speak to customers’ benefits and concerns, increasing their likelihood to convert.
Let’s say you sell shoes. First, put yourself in your customers’ shoes (see what we did there?). When your customer is browsing shoes online, what kind of information do they need and what do they value? Your product listings should contain the following key features:
Do you highlight the top product features?
Do you begin each bullet point with a capital letter?
Are you separating phrases in each bullet with semicolons?
Are you spelling out measurements, such as quart, inch, or feet?
Did you check that you didn’t enter prohibited info like:
Promotional and pricing information
Shipping or company information
Posting a product title and image doesn’t cut it anymore. Online shoppers review options from many websites and compare everything from looks to costs to materials to functionality. Your descriptions and imagery need to be compelling to get consumers to buy, instead of clicking away to another website.
Additionally, detailed product descriptions benefit search engine optimization (SEO) and increase the likelihood your product is returned higher in search results. Successful SEO places your products in front of a larger audience, increasing the likelihood of conversions.
Tips on writing descriptive product listings to boost SEO
Your product titles should be between 80-250 characters long, so they aren’t truncated by search engines. Front-load your titles by placing the most important keywords in the first 25 characters to instantly grab the attention of anyone browsing the marketplace.
Selling your products on third-party marketplaces come with their own data specifications and character limits.
Optimize your product titles by answering the following questions:
Is the title concise, unique, and, front-loaded?
Does it contain your brand, keywords, and benefits?
Have you complied with Amazon’s title formatting for your product category?
Did you limit characters to 80–250*?
Are you following Amazon basic standards?
Capitalize the first letter of each word, but don’t use ALL CAPS
Spell out measurements (Ounce, Inch, Pound)
Use numerals (5 not “five”)
Don’t use ampersands (&) unless it’s in the brand name. Write out “and” in lowercase letters
Product descriptions are visible to browsers when they click to your product listing or page. Write detailed product descriptions to help your audience visualize themselves using your product. We also recommend using bullet points to make it easy for readers to scan your listing and get the gist of your product’s value.
Type of descriptions:
Optimize your product descriptions by answering the following questions:
Did you read all requirements for your product category?
Does your product description answer the following questions?
What colors does your product come in?
What sizes are available?
How much does it weigh?
Who is it perfect for?
What makes it different from other brands?
Do you include your unique value proposition and top features?
Enhance your images
High quality photography draws eyes to your product and enhances credibility. If possible, invest in professional photographers to showcase your products in their best light. Include multiple products shots to show the size, color combinations, materials, and quality of your product. Also, show the product on a person or in use to demonstrate scale and versatility - 28% of all sites fail to provide at least one “in scale” product image! This is important for many products, as scale is difficult for buyers to visualize online. You don’t want a customer to think they’re buying an adult’s sneaker and ship them a baby shoe.
Optimize your product images:
Are you using high quality product images (1,000 pixels or larger in height or width)?
Are your images consistently sized?
Do you have multiple products images to show size, color combinations, materials, and quality of your product?
Do you include an in-scale image (showing a person wearing the product or next to a related item to clarify the product’s true size)?
Enhance Product Optimization with a PIM System
Grow online sales this quarter by optimizing your product data and imagery. Include high-resolution photography and alternative images whenever possible. Write detailed product descriptions that sell your audience by speaking to their interests, values, needs, and pain points.
A PIM system frees your time from manual product management to focus your attention on your product titles, descriptions, and images. It gives you a single system to update and enhance product data and imagery, and allows you to modify the content for specific marketplaces (without leaving the tool).
Whereoware’s Product FastLane offers customizable exports, cloud-based hosting, asset management features, and more. Whereoware built 18 years of e-commerce experience into Product FastLane, so it offers the flexibility e-commerce companies desire, with the robust functionality the multi-channel digital landscape requires.