Why high-quality product information is a hygiene factor
Fact: 78% of online shoppers take a closer look at product information when they order from an online shop for the first time. If we add one and one together, we can state: good and complete product data is decisive for whether shop visitors buy or bounce.
Important to know: the relevance of product data
A number of companies have now understood how important the topic of product information management is for their online success. Many are currently working at full speed on the integration of innovative systems. That is already good. But if you want to make something good a little better, more customer-specific and even more effective, you should proceed strategically. Because it's not enough to give customers just any product data. No, it has to be the right data.
Pure strategy: the right hygiene factors
The possibilities for providing product information are almost limitless. But not everything is relevant for the customers. For this reason, manufacturers and companies should select the important and correct hygiene factors for their products and their product category. For example, in addition to purely factual information, more in-depth information about the manufacturer can also be well received. The same applies to detailed answers to customer questions - here customers feel taken seriously and safe.
As part of the 2020 study by atrify and ECC Cologne, we found:
- 55% of online customers prefer to look directly on the manufacturer's website when they are looking for very detailed product information.
- 50 % basically look at product information in different online shops, because often the information from one online shop is not sufficient.
That's right: better small-minded than false information...
3.80 cm or 38.0 cm? For a misplaced comma, a product can quickly be catapulted out of the shopping cart. 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.
"That's why retailers and manufacturers need to ensure consistent and accurate product data across all online sales channels," says Arne Kuhlmann of atrify. From the online shop to each individual marketplace, the quality of the information should be the same. Because according to the study, 61% of consumers are much less likely to go in search of alternative online retailers if they are satisfied with the information and presentation in the shop.
You can find out what product content will look like in the near future in our next blog post. It's about the topic "Product Content becomes a growth-critical factor."
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.
