What makes good product data?

What is Product Data?

Product data is the information you keep about each and every product you sell. It helps you to distinguish between two products that sit next to each other on the shelves. In the world of eCommerce it is everything you and your customer need to know to make sure they are getting exactly what they need.

Your product data could be as detailed as GTIN, price, colour, length, width, weight, category, the list goes on, or it could be as simple as code, colour, category. The level and detail your data is at will depend on your industry and what your customers need.

More isn’t always better with data either – with data, quality over quantity applies. This leads right into what good data is, how can you ensure your product data is good and will give you the best results.

Good product data is something that is often forgotten about. In the past it was always hard to maintain and when a new retailer came in asking for your data for their store it got very time consuming very quickly. On the surface it may not be the sexiest part of your website, but it will unlock the door to many hidden areas of your business.

We will talk about the benefits of good product data in the future, however, we first need to discuss what makes good product data.


What makes good product data?

There are five key elements that make up product data, and with this 5 part series we will cover all of them in detail. Answering the question once and for all, what makes good product data.

Those five key elements are

  • Clear and Concise
  • Relatable and Up to Date
  • Quality Images
  • Key Attributes
  • Completeness

Some of these may seem more obvious than others, but each of them contributes to the overall quality of your data in a huge way.  


So, as a wise man once said, let’s begin at the beginning.


Clear and Concise

In particular, this means your descriptions. This not only helps your customer but you as well. We have discussed the importance of good descriptions. They can make the difference between a customer that clicks add to cart and one who keeps on shopping. They’re the salesman – the final step in connecting with your customer.

Firstly, make sure the information is clear. It is often best to use bullet points to show this quickly and clearly.

  • Make sure it’s clear what the product is and why it’s different. If there is a difference between blue and baby blue then it needs to be recorded (and possibly shown with an image.).
  • What are the standout features that they need to know to make an informed decision?
  • Are there any technical specs a customer would need to know?

Make it concise.

On the internet you only have limited time.

It’s important that you give the most information, in the shortest amount of time. It will also help if you can make that information compelling, and something your customers want to read.

Remember, the job of your first sentence is to make people want to read the second sentence.

It’s also good to avoid common sales terms that lead the reader to distrust you, “but wait there’s more…” We’ve all heard it before and we know it’s a sales tactic, so be clear and upfront. There are times when you might need to tell the story of a product, but make sure it’s still easy to get that important information.

Make your descriptions comparable. One of the most compelling features of online shopping is the ability to easily compare products in the one place at the same time. Make it as easy as possible for your customers to see the key features and compare products across ranges.

Clear and concise data will help you and your customers identify exactly what is it you need. It lets you sort through your products in an instant and will increase data efficiency and readability. You may not even realise how messy your data has become, it’s often a slow process built up over years and months. It is only one step but we can assure you will notice a huge difference.  

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