Think small-minded! At least when it comes to product content. Because if you want to bring your products successfully to women, men, children, dogs and cats, you have to make your product content digitally tangible. Product content is becoming a critical growth factor - what does that mean exactly?
Think small-minded! At least when it comes to product content. Because if you want to bring your products successfully to women, men, children, dogs and cats, you have to make your product content digitally tangible. Product content is becoming a critical growth factor - what does that mean exactly?
The buying behavior of consumers has changed as a result of the many information options that the Internet offers. Verbosity, care, and accuracy are not only desirable, they are absolutely necessary. According to the current study by atrify and the ECC, 68% of online consumers abandon the purchase if the product information contains errors or is completely missing. If the product information is better with other providers, customers will migrate - even if it is the preferred shop!
In lockstep: product information on all channels
In order to motivate customers to buy, product information goes in depth, in breadth, in the minds of interested parties and across all channels. Product content has to ignite digital fireworks wherever the customer is informed. Thus, in addition to online shops and marketplaces, search engines, price comparison sites or test reports must not be forgotten. Product reviews, customer recommendations, product videos, FAQs and manufacturer answers should also be maintained with reliable and, above all, uniform data.
In focus: Excellent product content lowers price sensitivity
Excellent product content not only creates trust and increases willingness to buy: as the quality of the product information increases, so does price sensitivity! The current 2020 study by atrify and the ECC states:
- 39% of online customers prefer to buy products in online shops that present their product information more diverse and better than other providers - even if it is a little more expensive.
- 27% pay less attention to the price if the pictures and the presentation of the product in the online shop are particularly high.
According to the study, good product information even beats convenience aspects. For example, to enable online customers to have a faster purchasing process. In our next blog post you will find out how you can get even more out of your product content with the help of external service providers. It's about the topic "The future: Product Experience Management."
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All results of the 2020 study "(R) evolution from Master Data Management to Product Experience Management"
Where are the most abandoned purchases and how can you ensure a first-class shopping experience? If you want to know exactly, you can now download the entire study for only 199.00 euros .
