The fact is: 78% of online shoppers take a closer look at product information when they order in an online shop for the first time. If we add one and one together, we can say: good and complete product data is decisive whether shop visitors buy or jump out.
The fact is: 78% of online shoppers take a closer look at product information when they order in an online shop for the first time. If we add one and one together, we can say: good and complete product data is decisive whether shop visitors buy or jump out.
Important to know: the relevance of product data
A number of companies have now understood how important product information management is for their online success. Many are currently working flat out on the integration of innovative systems. That’s a good thing. But if you want to make something good a little better, more customer-specific and even more effective, you should proceed strategically. Because it is not enough to give the customer any product data. No, they have to be the right ones.
Pure strategy: the right hygiene factors
The possibilities of providing product information are almost limitless. But not everything is relevant to customers. For this reason, manufacturers and companies should select the important and correct hygiene factors for their products and their product category. In addition to purely factual information, further information on the manufacturer, for example, can also be well received. The same applies to detailed answers to customer questions - here customers feel taken seriously and feel safe.
As part of the 2020 study by atrify and ECC Cologne, we found:
- 55% of online customers prefer to look directly at the manufacturer's website if they are looking for very detailed product information.
- 50% generally look at product information in various online shops because the information from one online shop is often insufficient.
That's right: Better to be small-minded than false information
3.80 cm or 38.0 cm? If you put a comma incorrectly, you can quickly be catapulted out of the shopping cart as a product. Anyone who communicates such incorrect product data in their online shop loses trustworthiness. And of course the product is then bought where the information is correct.
"This is why retailers and manufacturers must ensure uniform and correct product data on all online sales channels," says Arne Kuhlmann from atrify. From the online shop to every single marketplace, the quality of the information should be the same. According to the study, 61% of consumers search for alternative online retailers much less often if they are satisfied with the information and the presentation in the shop.
Find out what product content will look like in the near future in our next blog post. It's about the topic of "Product content is becoming a critical growth factor."
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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 .
