The definition of visual merchandising is a marketing strategy that draws customers in by utilizing displays, technology, color, floor designs, lighting, and other components. Utilizing...
1. Understand your digital shelf
The digital shelf is what creates the shopping experience for your customers. It is how your customers find you, learn about your brand, and compare and purchase products. A huge part of online selling are digital experiences provided by your digital shelf. But it begins even before visitors arrive at your website or product pages.
It also includes their search engine experiences, such as the content that appears in the SERPs, product pages that pop up in sponsored ads, and snippets for content in your blogs.
With a PIM, you centralize all your product data and have information ready for optimization.
It also makes it easier to maintain the most current information so you can constantly update your digital shelf to create a more meaningful customer experience.
Accuracy in the product information is vital to building brand awareness and trust. Also, your digital shelf consists of everything from product descriptions and reviews to images and videos of your products.
As a result, you need to pay close attention to your product information to maintain consistency and ensure your brand is represented in the most favorable light.
2. Create the perfect product detail page
Product detail pages (PDP) showcase your products, enabling online customers to browse your offering. Just like people get a certain vibe when entering a brick-and-mortar store, your PDP needs to attract a customer’s attention and let them know what you’re all about. To create the perfect PDP, you need to consider the following:
Keyword-optimized relevant copy keeps customers engaged and encourages them to purchase.
High-quality images, 3D, 360 images, video, and more provide the digital assets you need to optimize pages and your digital shelf with helpful content. A PIM/DAM ensures your digital assets have tags, optimal file sizes, and an assortment of visual options to make customers happy.
The box of text at the top of the SERPs is SEO gold, so your optimized product descriptions and images are a must if you want to win this prized position.
Think of objections and commonly asked questions to improve SEO and provide information that helps customers decide to purchase without further research.
Reviews and user-generated content (UGC)
Word of mouth is the strongest purchase influencer, so using customer reviews and comments is your most powerful PDP tool.
The art of product descriptions is time consuming, so leveraging a PIM with AI capabilities can help. You can create optimized and branded descriptions, ready to edit by your creative team. Use the following best practices:
- 150 words or less
- Cover all essential features and benefits
- Use bullet points for easy scan-ability by visitors and search engines
- Include logos to show accreditations or key benefits
- Triple-check for accuracy
- Naturally include target keywords (LSI, longtail, etc.)
- Use your brand voice
Personalization: Use customer data to cater to your different audiences in each variation of the product detail page based on the use case, age, gender, ethnicity, language, occasion, etc.
3. Increase the visibility of your products through SEO
Search engine optimization (SEO) is crucial for your product content as it will drive traffic to your site. Use relevant keywords with meaning to both search engines and customers in the following content:
- Product descriptions
- Digital asset tags
- Reviews and user-generated content (UGC)
You also have to optimize your site structure to make it searchable, easy to use, and mobile-friendly.
4. Improve customer experience
Improving your customer experience is the primary goal of your digital shelf. Your website needs easy searchability with PDPs that enable customers to find exactly what they want.
Clear categories and sub-categories on your navigation keep things organized while fast-loading pages avoid abandonment.
Pages with high-quality, detailed product information text and assorted digital assets enable customers to make informed decisions. Content that helps educate shoppers is also essential such as blogs, videos, FAQs, and testimonials.
5. Monitor product performance
Monitor product performance to understand how your “storefront” is performing. Consistently updated product information gives you an accurate idea of which products are performing well and which aren’t. As a result, you can make smarter discount decisions.
A PIM can make a huge difference in creating an optimized digital shelf. You can store all your digital assets and product information in one place, ensuring your brand is protected, and your content drives sales.
If you would like to see our PIM/DAM in action, click here to schedule a demo.