🇨🇭 How do optimised product data support sales success?
Alongside attractive prices and high availability, product data is one of the most important drivers of successful sales in the online shop. This aspect is often underestimated, yet it sits at the start of a chain of effects that mutually reinforce one another.
Sales success does not come automatically once a product meets the minimum criteria (see 2 Data Preparation Stage 2 ) and is therefore purchasable, meaning it has no assortment error.
Our customers are discerning and look for detailed information (see 5 5 Product Data quality guidelines for more details) about products in order to make the right purchasing decision. They search, filter and compare across a range of more than 10 million products. Missing, incorrect or poor product data leads to lower visibility and, at the same time, a lower conversion rate (number of orders per product view).
Impact of product data on product visibility
Search terms are missing from product data, meaning products do not appear in search results and are not seen by customers.
Products are filtered away when filter attributes have not been filled in.
Impact of product data on product sales performance
Missing information makes product comparison and purchasing decisions more difficult, and products with more detailed information tend to be preferred instead.
Products with poor or missing data (particularly images, descriptions and attribute values) have a lower conversion rate than products with good and complete data.
Incorrect product data leads to incorrect customer expectations, resulting in returns as well as low product ratings.
The two effects reinforce each other and lie at the heart of sales success.
Views (Visibility) x Conversion (Sales Success) = Number of orders |
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The increased orders generated by good product data subsequently lead to further effects that, in turn, further boost visibility and sales performance.
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To optimise product data as effectively as possible and benefit from these effects, the fundamentals are explained in the following section: 4 Data Processing .