What makes customers buy? Key product details they look for – And how PIM delivers it
Which product details convince customers to buy? What makes them trust a particular offer? To sell effectively, it helps to understand which product information enables buyers to assess a product’s intended use, specifications, and suitability for their needs.
Do you check a product’s description, images, or specifications before adding it to your basket? After all, you want to be sure you’re choosing the right model, size, or variant. A PIM system helps organize this information and prepare it for publication in your online store, on marketplaces, and in B2B catalogues. This allows you to provide customers with the consistent product data they need to make a purchasing decision.
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 product information helps customers make a purchasing decision?
Customers look for information that helps them identify a product, assess its intended use, compare specifications, and choose the right variant. Images, instructions, compatibility details, documentation, and support terms also matter. The level of detail needed depends on the type of product and how the buyer intends to use it.
What questions might a customer ask?
| Customer question | Information they should find |
|---|---|
| Is this the product I am looking for? | a clear product name, brand, model, and intended use |
| Will it suit my needs? | dimensions, materials, performance specifications, and compatibility |
| Which variant should I choose? | differences between versions, plus images and specifications for the selected variant |
| What does it look like and how does it work? | images from different angles, a sense of scale, videos, or examples of use |
| How will I use and maintain it? | instructions, assembly and care guidance, servicing information, and available parts |
| What evidence supports the product’s claimed properties? | specifications, test results, relevant certificates, and documentation |
Below, we take a closer look at these needs across 15 areas of product information.
1. They want clear and concise product titles
- Product names that accurately describe what the product is.
- The product name should clearly identify the item. Include its type, brand or model, as well as features that distinguish individual variants, such as size, capacity, or colour. Use the terms your customers use when searching for products.
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.
- Explain the benefits through specific features and use cases. Put the most important information at the beginning of the description, and present detailed parameters in a clear, structured specification.
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. Show the product at scale and in real-world use. A photo of a piece of furniture in a room, a bag with example contents, or a close-up of a connector can answer questions that dimensions or technical specifications alone may not resolve.
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
- Show the available product versions and the features that differentiate them, such as color, size, material, capacity, equipment, or configuration.
- Once a variant is selected, the customer should see the corresponding images, description, specifications, price, and availability. Make sure the selected version is also clearly identified in the basket.
Implementation note: PIM can provide the data that describes product variants. Their presentation, selection, and connection with price and availability need to be handled appropriately by the e-commerce platform. Google also distinguishes between product groups and individual variants in structured data.
7. They consider sustainability and ethical attributes
- Provide specific information about materials, recycled content, packaging, repairability, and what can be done with the product at the end of its useful life.
- Base environmental and ethical claims on verifiable sources. Clearly state whether they apply to the entire product, a specific material, the packaging, or the manufacturing process, and indicate which documents support those 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
- For each certificate, declaration, or test result, specify what the document covers, its scope, and which product or variant it applies to.
- Distinguish between evidence relating to a product’s properties and certification of the manufacturer’s management system. For example, ISO 9001 applies to an organization’s quality management system.
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.
Filters should be based on attributes that are relevant to product selection within a given category. PIM can provide structured values such as dimensions, material, and compatibility, which the search engine and store interface can then use to narrow down the results.
What offer information complements product data?
Before making a purchase, customers also need clear pricing, availability information, delivery costs and estimated delivery times, as well as return and warranty terms. Make sure these details are presented clearly alongside the product description and selected variant.
A product page therefore combines data from several areas: PIM can provide descriptions, specifications, and product materials, while the sales platform, ERP, and logistics services provide up-to-date purchasing conditions. See which data should be stored in PIM and which should come from other systems.
How does PIM help prepare the information customers are looking for?
Customer questions should be translated into specific data: attributes, descriptions, product relationships, images, and documents. PIM helps manage this information, define requirements for individual categories, and prepare approved content for publication.
Centralization and consistent product data
One place to manage product information: in PIM, you can manage names, descriptions, specifications, categories, variants, and links to related materials. The team works with an agreed data model and knows where information should be updated.
Common standards: dictionaries, attribute types, and validation rules help standardize names, formats, and units. Versions for different markets can use appropriate translations and different ways of presenting the same parameters.
Customer benefit: information in an online store, catalogue, or partner portal describes the same product according to consistent rules. The scope and length of the content can be adapted to each channel.
Product data enrichment
Content that answers buyers’ questions: PIM helps enrich information about product applications, specifications, materials, compatibility, and usage. Images, instructions, and documents can be linked to the correct product or variant.
Localizing the offer: you can prepare language versions and content tailored to specific markets. The approval process can include checks for translations, units, and documentation.
Data for publication and SEO: PIM can store names, descriptions, attributes and, depending on the data model, titles and meta descriptions intended for publication. Using them in URLs, page content, metadata, and structured data requires appropriate configuration of the e-commerce platform.
Customer benefit: the product page provides the details customers need to assess the offer and compare available options.
Want to organize the data needed for product pages like these? Use our PIM data preparation checklist.
Automation of information validation and approval
Completeness rules: you define which information is required for a particular category, language, and channel. For clothing, this might include composition and a size guide; for furniture, dimensions and materials; and for devices, technical specifications and compatibility.
Validations: the system can check identifier formats, the presence of required fields, dictionary values, or the numerical range of an attribute. The people responsible for the product confirm that the information is factually correct.
Workflow: you define who completes the data, who verifies it, and when it can be sent for publication. For example, the product team prepares specifications, marketing adds descriptions and images, and the relevant specialist reviews the documentation.
Customer benefit: information published in the sales channel has been checked against agreed requirements. The completeness score in PIM refers to predefined fields, so it is also worth comparing it with the questions real customers ask.
Analytics helps set priorities: customer service questions, on-site searches, reasons for returns, and sales data can reveal which information should be improved or added. Insights from analytics tools, the online store, or CRM can be compared with data quality in PIM. The scope of this analysis depends on the integrations in place.
Distribution of data to sales channels
One approved set of information, multiple publishing destinations: once data has been approved, it can be distributed to the online store, marketplaces, partners, and catalogue materials according to the integration setup.
Channel-specific content: an online store may need a detailed description and full specification, a business partner may require a selected set of attributes, while a catalogue may need a shorter presentation. PIM helps prepare the appropriate scope of information based on a shared data model.
Customer benefit: buyers receive information tailored to where and how they shop. Update times depend on the publishing process; changes to printed materials are incorporated when the next version is prepared.
How can you identify which information is missing from product pages?
Choose one product category and collect the questions customers ask before buying, the phrases they enter into the store search, and the most common concerns reported to customer service. Then check whether the answers are available on the product pages and whether they are easy to find.
For example, a customer interested in a sofa bed may want to know the overall width of the sofa, the dimensions of the sleeping area, how the folding mechanism works, and whether the cover can be removed. Each of these answers may require a separate attribute, a section of the product description, an image, or an instruction document. You can then use this list to define the information requirements for that category in PIM.
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:
FAQ
How can you determine which product information matters most to customers?
Start with the questions customers ask before purchasing, their on-site searches, and the most common concerns raised with customer service. For each category, identify the information needed to assess the product’s intended use, suitability, variants, and how it is used. You can then use these insights to define requirements for descriptions and attributes in PIM.
How should you divide information between the product description and technical specifications?
The description should explain what the product is used for and why its features matter to the user. The specification should organize specific values such as dimensions, material, power, or compatibility. Both should be consistent and make it easy for customers to find answers to their questions.
What information should be shown when a customer selects a product variant?
The selected variant should display the correct name, images, specifications, and description. The price and availability should also correspond to that specific version. PIM can provide the descriptive product data, while the sales platform can combine it with up-to-date commercial information.
How should you describe product compatibility to make purchasing easier?
Specify the models, series, standards, connectors, or dimensions the product is compatible with. Include any installation requirements and additional components that may be needed. For larger product ranges, product relationships and compatibility tables maintained within the PIM data model can be particularly useful.
Does 100% data completeness in PIM mean that a product page answers every customer question?
A completeness score shows whether the fields defined as required in a given configuration have been filled in. When evaluating a product page, also check the accuracy of the information, whether the images match the selected variant, and whether the page answers the questions customers actually ask. These insights can then be used to improve product data requirements.
