With content marketing dominating the online selling scene across industries and segments, ‘keywords’ is a familiar term. Stuffing keywords in the product description brings the buyer to your store but does that content have the potential to sell?
Rich product content impacts the purchasing decisions of the prospective buyer. It has the power to convert clicks into deals.
“Online product catalog with rich content gives people a pre-purchasing experience – a glimpse into your products’ features that solve their problems.”
What exactly is rich content for eCommerce and why does it matter?
When there are multiple eCommerce options in front of your customers, rich product content is the differentiator. High-quality product content hooks the buyers to your site when they are searching for their specific requirements.
Rich product content enhances the digital experience of your customers with good quality visuals and written content. It is one step ahead of a simple product description.
It compels your prospect to buy.
Rich product content has a story to make the visitor imagine how they would use the product. And a story, in this digital age, must have eye-catching elements to hold the visitor’s attention followed by conversion.
Some of such key elements are-
Appealing Visuals
According to research, content that is accompanied by relevant images receives 94% more views than content without pictures. Multiple product images, thumbnails, and large images not only improve the overall UX of the website but help build solid social proof.
Standardized Tech Specs
Rich content is not just appealing but offers complete information about the product. Product pages should be written keeping in mind the detailed technical specifications that ease the buying decision.
Tailored Product descriptions
Your product should make an impression at once. The best product descriptions do not just consist of formal sentences but speak the language of your target audience.
Here, the marketing phrase, ‘copy that sells’ is appropriate. Have a product description copy on your catalog that sells your products without being pushy.
Targeted Marketing Collaterals
Marketing collaterals are not just limited to boring PDFs or Powerpoint presentations. Case studies, newsletters, brochures, user manuals, and marketing videos forge emotional connections with the audience and keep both new and existing customers coming back to you.
Upsell & cross-sell information
The product content should encourage buyers to do repeat purchases. Incorporating upsell and cross opportunities, thus, becomes a must-have to boost average order value.
Flexibility to create custom content
Nothing is better than adding your own flavor to the product catalog. Whatever enhances the overall shopping experience and increases sales.
How to optimize your eCommerce catalog with rich product content?
It takes more than just product data to create rich product content. And it’s tough to pull the product descriptions, specification data, videos, and product rotations together from multiple sources.
Vast catalogs like the IT and office supplies catalogs can have gaps in critical product data. You need to ensure that you have accurate, complete, and comprehensive enriched product content to help you improve customer engagement and conversion.
GFK Etilize and IceCat are the market leaders to provide rich content for your online product catalog.
Check out the areas where they can help with your catalog design and product information management.
Universal taxonomy
Product Taxonomy Development is about developing product hierarchy. It offers your customers a complete view and quick navigation to find the product information they need. GFK Etilize and IceCat rich content offers structured and universally accepted taxonomy for all the products on your eCommerce store.
Auto categorization
A well-structured and logically arranged site is the key to customer experience and site usability. Etilize rich content powers the eCommerce store with mission-critical product details and solutions for retailers, distributors, and manufacturers. The integration helps you automatically import products into the right categories and subcategories so that customers can easily find what they’re looking for.
Pre-mapped to distributor catalog
Integration with IceCat takes away the pain of finding disparate product sheets and attaching them to the quote. As a result, eCommerce product content will always be in sync with any updates from the distributors, manufacturers, and suppliers.
Map to your own custom catalog
Catalog classification structures should be set up to enable you to add custom SKUs to the store and export the aggregated catalog to the ERP or Accounting systems. And the rich content will be automatically imported if available through Etilize or IceCat.
Pre-organized content
To effectively manage the product data, you need to first organize it. A product information management (PIM) tool can track, gather, and compile all the product data scattered around different existing sources like your ERP systems, marketplace inventories, or supplier databases.
VARStreet: eCommerce product catalog from 45+ IT and office supplies distributors and Etilize/IceCat partnership
Consumers return 22% of the products because of inconsistency in product content. The complexities of operating a successful eCommerce store are paramount. The haphazard and unkempt management of product information puts companies with large repositories at risk of incurring considerable losses.
Onboarding VARStreet’s PIM Tool can simplify product data handling and management through FREE partnerships with Etilize, IceCat, and 45+ IT and office supplies distributors.
Get your FREE rich content with a VARStreet Datafeed subscription now.
