How To Create a Profitable Product Card?

The product card is a unique page of a specific product. It informs users of everything about the product: from external appearance, dimensions to the price, number in stock at the warehouse, and delivery cost. If the product page "cheats" customers by showing unreliable information, it increases the probability of returned goods and decreases conversion and engagement.

The product page has to be clear and understandable for the customer. The retailer's task is to do it informatively but at the same time, not to be burdened by it. It can be done with the help of the block approach in accordance with the page format. And the page format is chosen on the basis of price segment and product peculiarities.

Inexpensive goods can be presented in the traditional format of pages focused on visual presentation. It contains several photos and minimum technical characteristics. An extended product page can be created for expensive and valuable goods. It includes a number of tabs with useful photos, videos, and text details. There is one difference between these two formats, and it is the amount of information. In any case, the product card has mandatory blocks independent of the format.

These blocks are non-exhaustive but are expected to be seen as a standard by users while visiting the product page. The absence of at least one of these can predispose the consumer's opinion about the careless seller's neglect of the buyers' experience and expectations. Other elements depend on product type, price segment, and seller's desire to improve the entire e-store.

The main task of the product page and each of its elements is to encourage the purchase. So how to make a card sellable? The real question is, what exactly precludes it from being purchased?

The first step to boost the conversion is to create unique content with keywords. The second one is the elaboration of block sequences and adding buying -triggers into them.

1. Improve visual appearance. Product images must not be computer-generated mockup photos and have to be honest. Otherwise, consumers pass over the offer and lose trust, especially if they are first-time visitors to the online store. There are two reliable, proven ways to create images. The first one is to show them on a white background or in the usage process - is the second variant. At least 8 photos and video demonstrations should be on the product page.

2. Give social proof. It can be positive reviews from satisfied buyers. If you attach one of them in the prominent page position, the conversion raising is guaranteed. The second option is to link experts or popular social media influencers who review and recommend the product.

3. Elaborate on the purchase section. The Buy Box block, in addition to the standard elements (price, dimensions, etc.), has to include special offers, for instance, about the discount for the purchase of more than 1 good or for the bundle (product complect).

4. Create detailed qualitative descriptions. Information reach, literacy, and uniqueness define the text quality. The description has to give all answers about the product, why it was created, how it works, where it is used, why it has to be purchased, by whom, and how it was produced.

5. Personalize offers. It will be a huge plus for online stores to have related, similar, and recommended goods blocks. Offering additional goods to clients will help to improve customer experience and increase the conversion of other related pages.

Product card conversion has a simple formula: purchase quantity/views quantity. If the conversion is still low even with having all the parts mentioned above, pay attention to the price. It has been considered that the higher the product price, the lower the conversion. In this case, the price policy should be re-considered.

The work with the product catalog is the process of managing product cards. It is required for providing the data quality about the products in multi-channel conditions. It is hard to work manually with thousands of items. According to the River Sand, 30% of such "manual" data have mistakes. This problem can be solved by using specialized software.

Product Information Management PIM is a solution that simplifies all processes connected with catalog management: uploading, editing, standardization, formatting, centralized data storage. It helps to achieve strategic aims and solve specific e-commerce tasks with products.

• Sales increase. PIM helps to create collections and share them with the audience. For instance, sport and fishing equipment categories can be gathered into summer engagements, flowers, chocolate, and perfumes – to the St. Valentine's Day. Such adjustment to the market trends will boost sales.

• Content quality improvement. PIM recognizes duplicates and shows "empty" positions. It guarantees the completeness, relevance, and correctness of data that is necessary for content optimization.

• Customer experience personalization. PIM is about content updates and functional improvements. For instance, it is expressed in making size tables and automatic size calculations according to the shopper input dimensions.
  

Proper content management organization will enable e-commerce businesses to develop quickly. The online retailer's task is to turn the product page into a personal sales consultant who can describe everything about the product to purchase.