Is it Time to Enhance Your E-Commerce Product Content?

There's an old saying that “a picture’s worth a thousand words.” So, what’s a 360-degree product view worth?

Quite a bit, according to those surveyed in Syndigo’s The State of Product Content 2024 study. When shoppers visit a product page on your website, offering them specifications is table stakes: 56 percent said they expect descriptions of the product’s basic features and capabilities, while 52 percent want information such as weight, volume, dimensions and ingredients.

However, we’re seeing a shift in emphasis toward more interactive content that can help close a sale. Thirty-nine percent of respondents expect basic images of the product, but 40 percent would like 360-degree views that allow them to see a product from all angles.

In an e-commerce environment where convenience is king, outpacing your competitors in product page content can help you gain more loyal customers. Here’s why.

Fewer Reasons to Abandon Their Cart

One of e-commerce’s major benefits — putting inventory in front of consumers across multiple sales channels — also makes it far easier for shoppers to second guess their purchase decisions. If you don’t have the right content on your site, consumers are just a few clicks away from finding it on your competitors’ sites. Our survey found 50 percent of shoppers abandoned a purchase when they couldn’t find sufficient information about the product online, an 8 percent increase over 2023.

When you offer enhanced content that allows your customers to explore a product deeper, they’ll enter the checkout process far more confident in their selection. For example, videos and product comparison charts can help buyers better understand the benefits of purchasing a product than specification data alone.

Fewer Pain Points That Lead to Returns

What about products that need to be better visualized before purchase? While e-commerce saves shoppers a trip to the store, there’s room for disappointment when a product arrives and it doesn’t live up to the promises in your content. This could be a dress that isn’t the right color to match a pair of shoes, or a chair that clashes with the living room decor. These frustrations can eat into profits — 35 percent of our respondents said they’ve returned a purchase because it didn’t meet the expectations set while shopping online.

Enhanced product content powered by cutting-edge technology can help reduce these negative outcomes. Take augmented reality (AR) tools, for example. AR can allow visitors to see how a new piece of furniture might look in their house, or “try on” an outfit by uploading a picture of themselves, helping them to better visualize a product than is possible through 2D images.

More Opportunities to Position Yourself as a 'Helper'

The key to building customer loyalty is to give consumers more reasons to visit your site than just making a purchase. You want to be their go-to when they’re just starting their search for a big-ticket item or where they go to compare multiple options. Each experience they have across your e-commerce site helps reinforce that positioning. In fact, our survey found that 79 percent of respondents were more likely to return to a retailer’s site if they could find all the information they wanted quickly.

Strategies for keeping an eye on your product pages include buyer reviews, Q&As, fit guides, videos, and downloadable documentation such as user manuals. Taking these steps can turn your website into a research information hub and not merely a transaction channel.

Take Your Content to the Next Level

If your product pages offer just a little more than bullet points with product specifications, it’s time to stop thinking in 2D and start thinking about how a variety of content can improve your customers’ experiences. By introducing interactive tools that help consumers better compare and visualize potential purchases, you can land the sale, prevent returns and build customer loyalty.

Benny Blum is senior vice president of product at Syndigo, a SaaS commerce data management solutions provider.