To offer unique online shopping experience and to attract more customers; eCommerce stores often resort to special customer discounts, brand loyalty programs, personalized marketing campaigns, and much more.
However, despite all these efforts, challenges in form of shopping cart abandonment and decreased conversion rates resulting in abrupt sales drop – haunt eCommerce merchants.
Usually, incorrect or inaccurate product data entry is the main cause of these unpleasant incidents. Ecommerce players experience a major setback by not specifying accurate product details that creates a cacophony between users and retailers.
Why accurate eCommerce product data entry is critical for the online retail industry?
Ecommerce companies have to deliver the ‘Look and Feel’ experience to their customer via digital channels, as against a brick and mortar store. Structured and detailed product descriptions often prove useful here. This includes product tags, retailer’s information, name of a specific category as well as definite sub-category; and all these details make complete sense to the buyer.
For instance, a retailer selling cosmetic products has to have mandate “tags” in form of descriptions of a brand, quantity, areas of focus- like anti-hair fall, anti-dandruff, for rough hair or dry hair. Then comes in more detailed ‘tags’ like sulfate-free or not, contains things like milk proteins or what properties does it have like hydrating property, etc.
If relevant information precisely describing products is not provided, customers will find it difficult to make a quick and informed purchase decision. Even the most technically proficient retailers cannot outperform competitors if they don’t start using clean and structured product description data.
How accurate and search-friendly product data entry helps the retail industry?
1. Clear product data description
Customers visiting a brick and mortar store will have a salesperson explaining to them about the products; however, while shopping from an online store – they have to do it themselves. So to maintain decent buying experience, retailers must pay due heed to factors like complete product data description and unambiguous details about product ingredients. If this is not managed, customers instead of exploring the eCommerce website further; will just surf through and exit.
For example, products like ‘Scissors’ are available in a wide range of variety like tailors scissors, paper cutting scissors, all-purpose scissors, and surgical scissors, etc., they are made up of carbon steel, stainless steel, plastic and more. These details when indicated clearly in the product description will allow your online shoppers to choose and purchase the scissors they actually want. Also when product details and description are written in an SEO friendly manner will ensure that the products are searched or filtered appropriately by Google.
2. Translate “merchant speak” to “shoppers talk”
Due to a variety of products available in the markets online merchants should be specific about their product name and details. Retailers can observe ecommerce search data, understand ongoing trends in shopper’s language, and incorporate the same in the product descriptions of their online shopping portal. It will help your customers to connect with the right products.
For example, customers looking to buy denim lookalike material if they don’t know what it is called by online retailers; they would not be able to search the desired product and buy it from your website. Hence retailers must include ‘chambray the denim lookalike’ in the product description to sort out customer’s product search concerns and make online shopping convenient.
3. Discover new and creative strategies
Retailers have to be innovative in every possible way. Educating customers on the minutest product detail can bring business for them. Other than the usual ones, retailers should come up with additional tags like if it’s a Business suit, casual wear or party wear. Also, they can later add more detailed ‘tags’ like, this one can be worn in the day or night. This will navigate the search in a more appropriate direction.
This strategy will not just be innovative but would help the retailer maintain consistency in product descriptions they give to their customers. This will only happen if the data obtained is straight forward and cleansed. Dirty data or incomplete product descriptions, instead, will reroute the customers in a completely different location. Correctly tagged products can help eCommerce merchants to channelize their online business and route marketing strategies in a specific direction.
Final word
Online retailers that derive and deploy marketing strategies may fail to drive shoppers to the eCommerce website due to inaccurate product data entry. Writing accurate product details descriptions with help of eCommerce product data entry experts is a simple fix that saves retailers from challenges of shopping cart abandonment and decreased conversion rates. Seeking assistance from product details data entry service providers has proven its worth across the online retail market.
