71% of consumers1 believe that a video provides superior understanding of a product. Contrary to an in-store purchase, the buyer cannot test, touch, or handle the product on an eCommerce site. The product page is essential in giving the buyer a reassuring and top-quality customer journey. It allows them to understand and see the product, and lets them imagine themselves using it, based on the information provided: marketing descriptions, technical specifications, HD images, videos…
For Marketing and Product teams, designing a product datasheet is of the highest importance. This page is often the last stage before the decision to buy, it must be informative and attractive. To achieve this, businesses are increasingly turning towards Product Information Management (PIM) and Digital Asset Management (DAM) software.
Product pages: their role in the customer journey?
Create a connection between the buyer and the product
For an online purchase, as the buyer has no physical contact with the product, they need as much information as possible before deciding to buy.
To provide this information for the buyer, the product page must contain comprehensive, detailed and up-to-date material: marketing descriptions, technical features, product characteristics… The buyer also needs to see the product clearly, so it is essential to use the best resources available to meet their demands. For example, 360° packshot software presents your product dynamically from several different angles, appealing to 91% of consumers.2
Your product page is the source of multiple interactions with the buyer, letting them imagine themselves using your product: in a situation scenario, zoom function, demo videos, tutorials… 70% of consumers3 say that the zoom function is essential for online purchases and 73% are more likely to buy1 a product online after seeing a video presentation.
The product page also needs to reassure the buyer by providing clear and precise answers to all the questions they have before buying: delivery conditions, product availability, returns policy… This information helps to gain the trust of the consumer, which is essential for a stress-free purchase.
In an eCommerce context, the quality of the product page is an essential part of the marketing and sales strategy. The product page is what gives the buyer a unique shopping experience.
PIM and Digital Asset Management: optimize the quality of your product pages
To persuade the shopper to purchase, the product page must be of the highest quality: clear and precise sales information, detailed, up-to-date, and reliable technical information, HD images, videos…
Managing product pages can be complex when there are numerous different references communicated on various digital channels: websites, Marketplaces, mobile apps…
Companies are now using Product Information Management (PIM) and Digital Asset Management (DAM) software. Used together, they optimize and secure the management of all your product information: photos, marketing and sales information, technical documents…
Product Information Management: manage the information in your product pages
PIM (Product Information Management) software centralizes all your product data (marketing, logistics, technical...). Its multi-user functionalities allow each user to intervene on product data according to their user rights. The control and validation workflow engine lets you monitor the progress of product datasheets, and inspect the quality of information before publishing on your eCommerce site.
Digital Asset Management: manage your media efficiently
For Marketing and Product teams, Digital Asset Management (DAM) software is an essential means of managing digital media in many different formats. DAM lets you manage thousands of files (sort, allocate, filter…), adapt your digital assets (resize, change angles, adapt the definition…) depending on the formats required for each selling channel. DAM also allows for close management of user rights and user restrictions for all your digital assets.
The Goaland solution combines PIM and DAM to optimize your product pages
By integrating a Digital Asset Management system (DAM), the Goaland PIM combines the advantages of Product Information Management and Digital Asset Management.
Goaland lets you import your data, store it in a library organized in product datasheets, determine characteristics and categories… Goaland can also synchronize with your own Digital Asset Management (DAM). Through its connectors, the solution already interacts with several Digital Asset Management solutions including EPHOTO DAM, Phraseanet or Xinet WebNative Suite.
Goaland's PIM provides optimal management of your product data and digital assets.
1Jacobson, M. (2020, February 25). 6 Stats that Prove the Importance of Product Videos for Ecommerce.
2Bruiet, F.-P. (2019, April 30). How great product photographs influence e-commerce websites conversions.
3Verdoy, A. (2017, December 13). Product Content is King for Your Conversion Rates.