All in: Happy customers, many sales, more growth
Think small! At least when it comes to product content. If you want to successfully sell your products to women, men, children, dogs and cats, you have to make your product content a digital experience. Product content is becoming a growth-critical factor - what does that mean exactly?
Due to the many information possibilities offered by the internet, the buying behaviour of consumers has changed. Comprehensiveness, care and accuracy are not only desirable, but absolutely necessary. According to the current study by atrify and the ECC, 68% of online consumers cancel the purchase if the product information has errors or is completely missing. If the product information is better at other providers, customers will migrate - even if it is the preferred shop!
In step: product information on all channels
To get customers to buy, product information goes deep, wide, into the minds of prospects and across all channels. Product content must ignite digital fireworks wherever the customer seeks information. 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, consistent data.
In focus: Excellent product content reduces price sensitivity
Excellent product content not only creates trust and increases the willingness to buy: With increasing quality of product information, price sensitivity also decreases! The current 2020 study by atrify and ECC states:
- 39% of online customers prefer to buy products from online shops that present their product information in a more varied and better way than other providers - even if it is somewhat 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 beat even convenience aspects. For example, to enable online customers a faster purchase procedure. You can find out how to get even more out of your product content with the help of external service providers in our next blog post. There, we'll talk about "The Future: Product Experience Management."
They read from us!
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 download the entire study now for only 199.00 euros.
