What makes customers buy? Key product details they look for – And how PIM delivers it
Have you ever wondered what specific product details make a customer click 'buy'? What would it take for them to trust a product enough to purchase it? Businesses must understand what product data influences these decisions.
Do you pay attention to accurate product details before buying? We bet you do! With a PIM system, you can manage all product-related data properly, creating the kind of product experiences that turn browsers into buyers.
This article explores:
- The types of product data that affect purchasing decisions,
- How PIM tools can enhance the buying experience by transforming data into a compelling, conversion-driving resource.
What users want to see about products they’re interested in?
Customers evaluate products based on various criteria, depending on their needs, preferences, and buying context.
Here are some key elements potential customers want to see. These details help businesses present their products in a way that captures attention, builds trust, and drives conversions:
1. They want clear and concise product titles
- Product names that accurately describe what the product is.
- Titles include keywords relevant to customer searches (match their search terms).
2. They expect detailed product descriptions
- In-depth descriptions that explain what the product is, how it works, and its benefits.
- Focus on answering key customer questions about the product’s purpose and value.
- A vague or incomplete description can lead to confusion or abandonment.
3. They look for high-quality media assets
- Zoomable high-resolution images, 360-degree product views, 3D models, product demonstration videos.
- Contextual visual content, including clear, and multiple-angle photos, helps customers visualize the product and builds trust.
- For instance, a clothing retailer might include close-ups of fabric textures, or show the product in use and lifestyle settings.
4. They need technical specifications
- For technical or high-value products, specifications provide the necessary detail for informed decisions – e.g., size, weight, materials, and performance metrics.
- For electronics: power consumption, compatibility, and certifications.
- For apparel: fabric type, fit, and care instructions.
5. They are drawn to unique selling points (USPs)
- Key features or differentiators that set the product apart from competitors.
- Highlighting awards or special designations.
6. They want to see product variations and options
- Information on product variations such as sizes, colors, and styles.
- Dynamic linking of variations to simplify navigation for customers.
7. They consider sustainability and ethical attributes
- Information about the product’s environmental impact, such as carbon footprint or recyclable packaging.
- Ethical sourcing details, such as fair trade or cruelty-free claims.
8. They value customization options
- Information on how the product can be customized to meet customer preferences.
- Configurable options such as engravings, personalized colors, or bespoke features.
9. They prefer localized and translated product information
- Customers expect product information tailored to their region and language.
- Region-specific descriptions and product attributes.
- Local regulatory information, and measurement units.
10. They value usage instructions, use cases/context
- How-to guides, assembly instructions, or tutorials that help customers use the product effectively.
- Safety warnings or care instructions where applicable.
- Buyers appreciate examples of how the product can be used. For instance, showing a blender being used to make smoothies adds practical value.
11. They appreciate compatibility information
- Details about compatibility with products, systems, or devices they own.
- For example, tech specs for gadgets or size compatibility for accessories.
12. They seek certifications or compliance information… for peace of mind
- Industry certifications, or regulatory compliance information, such as ISO standards or safety approvals.
- Environmental or sustainability certifications, such as organic or fair trade labels.
13. They look for customer support resources
- User manuals, warranty details, or troubleshooting guides, to address customers’ questions or concerns.
- Contact options for further assistance.
14. They appreciate recommendations for related products or bundles
- Recommendations for related products or compatible accessories.
- Bundling options to promote value packs or complementary items.
15. They want accurate categorization and filtering options
- Accurate categorization and sub-categorization to help users find products easily.
- Tags and filters for advanced search capabilities.
How PIM optimizes product data for sales?
A PIM system doesn’t just store data – it transforms it into a strategic asset.
The value of PIM lies in its ability to turn raw, disparate data into enriched, consistent, and actionable information. Here’s how:
Centralization for consistency
Central repository: PIM consolidates data from all sources into a single repository. This eliminates data silos and duplication and ensures consistency across systems and teams (everyone, from the warehouse manager to the digital marketer).
Normalization: Simultaneously, these tools standardize data formats, units, and terminology, making it easier to maintain accuracy and coherence.
User benefit: Customers see accurate, uniform product information regardless of where they shop.
Enrichment of product data
Adding metadata: PIM tools allow teams to append SEO-friendly attributes like keywords, meta descriptions, and tags.
Integrating rich content: Businesses can integrate high-quality images, videos, compelling product descriptions, detailed technical specifications and user guides, enhancing the quality and appeal of product listings.
Localization and regional adaptation: PIM simplifies the process of adapting product data for different markets and audiences, including translating descriptions, adjusting images and compliance information for specific regions.
User benefit: Customers experience rich product pages, and get the depth of information they need to make confident purchasing decisions. They see product information relevant to their region, making it more trustworthy.
Process automation
Validation: A PIM system ensures that all data adheres to predefined rules and guidelines.
For instance:
- Units of measurement are consistent.
- Mandatory fields like SKU numbers or descriptions cannot be left blank.
- Product names follow a specific format.
Workflow management: PIM systems streamline processes by automating approval workflows and promoting real-time collaboration between teams such as marketing, sales, and supply chain. They reduce manual effort and the risk of errors.
For instance:
- When a new product is added to the PIM system, it follows a structured workflow where the product development team provides technical specifications, the marketing team enriches descriptions and media, and the compliance team reviews regulatory requirements.
- Once approved, new product launches can be rolled out simultaneously across platforms.
Analytics and insights: Advanced PIM solutions provide actionable insights by analyzing data trends.
For instance:
- Which products perform best on specific channels.
- Where gaps in data exist.
- How well content aligns with customer preferences.
These insights allow businesses to refine their strategies, drive informed decision-making and improve ROI.
User benefit: Customers get precise and accurate details presented well. Fast launches of new products help keep them coming back to you instead of choosing others.
Data distribution
Omnichannel delivery: Whether you’re updating an e-commerce store, marketplace listings, brick-and-mortar POS systems or print catalogs, a PIM system enables timely and simultaneous updates in every company’s channel.
API integrations: Many PIM tools integrate seamlessly with marketing platforms, e-commerce systems, and ERP software to distribute data automatically. Each channel has unique requirements, and PIM tailors the data to fit, ensuring it’s ready for use wherever it’s needed.
User benefit: Customers experience seamless browsing with no discrepancies in product information across channels.
Do you see now why PIM is essential?
Customers want detailed, accurate, and visually appealing product information to make informed purchasing decisions. From rich descriptions and high-quality media to localized content and real-time updates, the quality of product data plays a pivotal role in influencing sales. PIM empowers organizations to meet these expectations.
By leveraging PIM, businesses not only improve their customers’ buying experience but also boost trust, engagement, and sales.
Starting out can be confusing, but we’re here to help! Join us for a free consultation – pick a time that works for you.
Additional resources
Discover everything you need to know about PIM solutions in our resources:
