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The Takeaway: Shoppers use multiple devices to browse and research before buying. It's no longer enough to have quality product content for every product, you need to have content ready for every stop along the way. We provide our advice on how to improve product page performance.
Shoppers use at least a half-dozen channels on their path to purchase. Approximately 60 percent of purchases happen after customers browse for items across more than one device and at least two channels, while more than 75 percent of online shoppers start buying on one device only to complete that purchase on another. With so much device-hopping and often wildly-circuitous shopping journeys, providing top-notch content for different channels is just a baseline business expectation these days — the way having a website was table stakes in the early days of e-commerce. Good, even great content, is no longer enough to meet the needs of shoppers.
At Shop.org ‘16, Mindy Grossman, CEO of HSNi and vice chair of NRF’s Board of Directors, declared that the customer is now the point of sale — and the moment of truth turns out to be everywhere customers can interact with brands. It’s no longer about omnichannel, or multichannel, but distributed commerce. The question is, what can you do the next step towards success in this new era?
The Strategic Content for Every Stage
The vast majority (88%) of consumers say product content is important or very important to their purchase decision, yet currently only 18% of retailers have a unified commerce/single commerce platform that can help them get there, according to a recent report from Boston Retail Partners, and two-thirds of these companies realize their efforts “need improvement.”
Improving the content on your product pages is a good first step to ensuring that your content is found by shoppers and improving conversion rates from the page.
Here are some best practices on how you can enhance the 5 key elements of a product page:
The more detailed, specific, accurate, consistent and engaging your product content is, the more you’ll move the needle. Shopper appetites for content are ever-growing — everything from in-depth descriptions, technical specs, ingredients, reviews, images, videos and more. Each channel — mobile, email, search, desktop, in-store — has unique capabilities, but it’s not just about optimizing for mobile or dropping a “buy” button on a page. It’s about providing contextually relevant experiences that reach individual consumers.
Ultimately, you need to determine what drives your consumers to buy, what is most relevant to your buyer personas, and ensure your product descriptions, features and attributes fit the bill. You need to work cross-functionally across departments to aggregate data points at a SKU by SKU level. You need to centralize that data in a place where each stakeholder can update their data set, or you can create automated linkages.
I love starting conversations that help our customers get product content better, faster, stronger. And I have a slight obsession with the New York Times crossword.
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