The product sheet is one of the most important elements to place at the heart of your content strategy to stand out and highlight your products in a hyper-competitive e-commerce sector. If it is well written, clear and transparent to the prospect, the product sheet will help you sell better. A study by Shotfarm Product Information report correlates the quality of product content with conversion rates, product returns and retention. One third of users abandon an online purchase due to a lack of product information and 95% of consumers say that the content that accompanies a product is important or very important to them when purchasing that product. It is therefore essential to write a good product sheet to put yourself in the shoes of the consumer to arouse his interest, answer his questions and provide an optimal purchase path to his prospects.

5 TIPS TO CONSIDER WHEN CREATING YOUR PRODUCT SHEETS TO ENGAGE A DIFFERENTIATING USER EXPERIENCE AND ACCELERATE YOUR SALES :

WRITE A COMPLETE AND TRANSPARENT PRODUCT SHEET

In your content marketing strategy, the writing of your product sheets is a crucial element not to be neglected. Enriching product attributes with accurate and transparent information answers questions and reassures your prospects. It is necessary to take the time to complete these characteristics to facilitate the buying process for your users, improve your conversion rate and boost your sales. A relevant content also allows a better natural referencing and makes your articles stand out more easily on the different search engines, among these important characteristics you can put forward:

• The description and storytelling of the product: with a clear and transparent title, the story of the product detailed by keywords to facilitate natural referencing (SEO) ; 
• Technical characteristics: dimensions, sizes, materials, manufacturing methods… ;
• The variations: colors, shapes… of the product ;
• The information on the use: precautions of use, maintenance, guide of use, guarantees… which reassure the users.

ADD SEVERAL GOOD QUALITY MEDIA

Showcasing your product and presenting it from every angle allows your users to project themselves and live an experience as close as possible to the one they would feel in a store. If they can’t handle it or try it on, it is important that your prospects have a good view of your item. Several media of different formats added to your product sheet (images, videos, 3D…) increase the conversion rate by 35%. In order for your visuals to be decisive in the act of purchase and to reduce your product return rate, we recommend :

• Several photos on a light background of the product from all angles of good quality that gives the possibility to the Internet users to zoom in ;
• Humanize the article by presenting it carried by a person or put forward in a situation;
  Adding a demonstration video or a 3D visual allowing the prospect to project himself and give the impression of handling it ;
• Complete with visuals that reassure: a user manual to download, labels or certifications, the product’s strong points schematized…

CUSTOMIZE YOUR PRODUCT SHEETS ACCORDING TO THE DISTRIBUTION CHANNEL

Whatever your distribution channel: e-commerce site, retailers or marketplaces, it is important to personalize your product sheet by taking into account the requirements of the distribution channel. You will not communicate the same characteristics and information depending on whether your product is distributed on your e-commerce site or on marketplaces. Your content must be produced in a personalized way to offer unique digital experiences to your targets.

REASSURE YOUR PROSPECTS BY ADDING PRODUCT RATINGS 

According to a study conducted by BrightLocal, 84% of Internet users are more likely to make an online purchase after reading positive reviews and 90% of Internet users rely on the last ten customer reviews to form an opinion about a product. Customer reviews are a great way to boost your online sales. The comments and the little stars reassure your prospects and comfort them in their decision to buy. The rating system is an essential element of your product page that increases your conversion rate and reassures your visitors.

INFORM ABOUT DELIVERY AND RETURN POLICY

Delivery information is essential to convince your prospects and build trust. One of the reasons why 71% of consumers prefer one online store over another is the flexibility of delivery methods, among which we find standard home delivery (60%), delivery on a chosen date (43%) and delivery in a relay point (37%) according to the study “E-commerce delivery overview” conducted by SendCloud. This survey reveals a trend towards green delivery to be taken into account with 52% of consumers who prefer an online store to another if the environmental impact of its delivery is less. The product return policy is also a vector of satisfaction and purchase decision. Indeed, 52% of consumers systematically check the return policy before buying a product online. This information is essential to communicate to reassure and confirm your prospects in their purchase intention.

In short, creating a complete, well-crafted product sheet that is personalized according to the distribution channel takes time. Centralizing all this product data with the help of a PIM (Product Information Management) allows you to manage, store and create all your product data to facilitate a distribution on all your channels (e-commerce, website, social networks, catalogs, marketplaces…). The Sinfin™ platform accelerates your online presence and verifies the completeness of your products on all your media. With one click, access all your information and make adjustments in real time, allowing you to spend more time on value-added tasks to your e-commerce.