Getting the Most from Your eCommerce Product Pages

July 25, 2019
 

Product pages do a lot of heavy lifting on omnichannel eCommerce sites. They serve as landing pages in paid and organic search results and on social media; they contain real-time inventory and fulfillment information; they integrate user-generated and official content; and via cross-sells they often suggest alternatives and complementary choices. 

Not surprisingly, then, improving product pages is a priority for 60% of merchants, according to technology researcher Forrester, while personalization techniques that can control cross-sell recommendations and promotions are now commonplace, with Forrester reporting 44% of retailers use recommendation engines

But for retailers with hundreds – if not thousands – of SKUs, it can be hard to know where to start. Templating enhancements across the entire product database is difficult when different product categories call for different types of information, while customizing items individually can be resource-intensive. To sort through the options, consider these best practices:

Ensure automated features are individualized, not cookie-cutter.

Rules-based recommendations and audience segmentation based on static categories can only get merchants so far when it comes to delivering truly relevant product page experiences. The latest personalization technologies, such as those offered by Kibo and Certona, use artificial intelligence to predict preferences in real-time and tailor recommendations and promotions on a one-to-one basis. 

Prioritize the right products.

Advanced visual assets such as video or augmented reality, buying guides, and usage tips require manual development that can quickly get too expensive for merchants to roll out across the entire catalog. But there’s value in implementing new content for a subset of 25, 50, or 100 products; assuming sales improve, the results can be used as justification for further investments. Products to prioritize can include:

  • Top sellers
  • Seasonal favorites for the holidays or other peak selling periods
  • Big-ticket items
  • Complex products with extensive documentation
  • New categories
  • Products destined for marketplaces, where extensive content can help secure the “buy box” against other sellers of the same item.

Curate user-generated content meaningfully.

It’s easy to add a feed of customer reviews or a carousel of hashtagged social media images to product pages – but to truly spotlight customers’ contributions, merchants should invest in manual curation for key products and display selected content prominently. Potential locations include:

  • “Pull quote” style treatment of pithy reviews within the product description
  • Selection of user-submitted photos to feature in the main image array
  • User videos featured alongside how-to footage

How does your business enhance product content, and for which products?