How to generate high-quality product data that converts more shoppers?
eCommerce brands across the globe face similar product data challenges. Every season, Shopify brands spend countless hours managing, mapping and populating product data to help intent buyers quickly navigate to the most relevant products that convert. Meanwhile, 31% of consumers said, “Not enough information or details provided” is the No. 1 reason they didn’t buy a product online. Successful brands have tested and determined that the volume and quality of product information data dramatically improve shopper’s product discovery and in turn, increase basket sizes. Furthermore, reduces bounce rates and returns.
For small and mid-sized brands, managing product inventory is no small task and the process to populate a product page is often overlooked. However, incremental process flow improvements can have a large impact on the time it takes to build out product data that is market-ready, and the number of resources to standardize and improve product data consistency and quality.
Lastly, we recognize that small and mid-sized brands feel stretched and do not have the time or resources to tackle large process improvement projects. Digitile is often asked by its clients how they can become more efficient without undertaking large changes.
Therefore, we have outlined practical solutions ordered from quick and easy to more time-consuming and complex to help you understand where to start to generate quality product data that converts more shoppers and increases basket size.
Getting Started – Low Hanging Fruit
Sometimes a solution is right in front of us, all it requires is looking through a different lens. To identify low-hanging fruit, run the following Shopify Behavior Reports to understand how visitors move through your site.
Use these reports to quickly improve and expand your Shopify product data efficiently. These reports help you understand which search terms visitors use to find what they’re looking for in rank order. Armed with this information, review which products relate to the popular keywords and update the product descriptions and tags to ensure these popular search terms help visitors discover the precise products quickly. And most importantly, minimize friction throughout the browsing experience.
💡 Keyword Search Tip
If you have a high number of searches with no search results and few related products consider this a list of products visitors expect to see in your store and an opportunity to expand your inventory with minimal risk.
Product Detail Page Best Practices
Analyze Top Store Searches With Conversion and Product Data
Small and medium-sized brands are stretched for resources and rarely establish repeatable processes to present product information consistently across every SKU. Therefore, if you examine your visitors’ search phrases with conversion data and product data, you will quickly identify if there are differences between high and low-performing products relative to their level of product detail. Unfortunately, Shopify’s out-of-the-box reporting fails to include the information brands need to make a data-driven decision. Therefore, we’ve outlined how to create the data yourself.
Shopify Data Required
1. Run and export a “Sales by Product Varian SKU” report
2. Export your Product Catalog and convert the CSV to Excel or GSheets
3. Run and export “Top Online Store Search” report to rank your brand’s most to the least popular search term
Unfortunately, Shopify’s out-of-the-box reporting fails to include the information brands need to make a data-driven decision. Therefore, we’ve outlined how to create the data yourself.
Copy Spreadsheet Analysis Template with Instructions for GSheet or Excel
Custom Insight Reports
For those that have Shopify Advanced here is a list of valuable Custom Insight Reports to create that provide direction on where to start with your data-driven approach to be efficient with your time. Each of these is informative and will help you narrow down which products to review the quality of product data to ensure you’re consistent and as thorough as possible to maximize sales for highly searched products.
- High Potential – Products that didn’t get much traffic but sold well. Shoppers who found the product converted at a high rate. Review your tag data for these products. It’s very possible the traffic is light because there are not enough unique ways to discover the product.
- Trending Up – Identifies products that have increased in sales. Review this list to see if you have made any recent material changes to the product images, product descriptions, expanded the number of variants, increased the number of tags, or made changes to the tag names
- To Improve – This is a list of products with high traffic but did not convert. Review the quality of your product data, the images, and inventory levels of the last 30-days to rule out that the item failed to convert as a result of being out of stock.
Scale the Process
How to Scale Generating Quality Product Detail Pages?
Product detail pages play a pivotal role in your shopping conversion funnel. While you’re tweaking your most-searched-for product data, it’s important to start thinking about how your team can scale the process to broaden the number of SKUs with high-quality product detail.
Hundreds of Shopify brands leverage a DAM + Lite PIM to scale the management of their product data. Digitile provides an all-in-one solution to create product catalog relationships – no more repetitive tasks mapping 1,000’s product images in Google or Dropbox to corresponding SKUs in Shopify or spreadsheets.
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Use Artificial Intelligence To Scale Your Product Data?
Leverage a data-driven approach with a computer vision solution to extract attributes to quickly enrich your brand’s product data from images and text with images. At Digitile, we continually hear prospective customers spend hours searching for specific photos to feature because it contains a special attribute such as pink hair, boats, toys, steak knives or to find product photos with talent. An automated product tagging tool can spot even the smallest details. Automated tagging quickly creates your team a list of alternative products to expand your brand’s recommended items. The image recognition process is instant, saves your team from manual effort, and time, and lets everyone focus on more important downstream tasks.
Although, an automated product tagging tool takes the weight off your merchandising team’s mind, and is also much more affordable in the long run. At Digitile, we recommend a combination of machine learning backed by a person making the final decision and validating the machine’s attributes to match your business nomenclature.
List of Shopify Vendors Focused on AI
Digitile – All industries
Vue – Fashion, Groceries, Beauty, Home Furnishings
Syte – Home Decor, Fashion, Jewelry
Intelistyle – Fashion
👉 Final Thoughts: Product data that converts more shoppers
When it comes to product page conversion, start with the basics. Then scale the process with tools like Digitile that help you automate the process and continuously optimize your product detail pages. After that, you can get more creative with optimizing product images, product ratings, customer reviews, and videos. And that’s where the fun stuff really begins!
Optimizing your entire product catalog can be overwhelming if you have 1000’s SKUs and continually add hundreds of new SKUs every season. According to a consumer survey, 45% of shoppers said “high-quality images and detailed product descriptions” were one of the top 3 reasons they trust a product online which means it’s worth the effort. Start with the low-hanging fruit most-searched words and build out those product pages and scale up from there. The idea is to optimize the browser’s path to purchase.
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