Poor product presentation is to blame for 43 per cent of customers abandoning their shopping cart
Clear classification of product details necessary
Customers leave e-shops that offer too weak an impression of their products
Where service is poor, more than three quarters of online shoppers prematurely discontinue their e-shop search. The main deficits are inadequate presentation of merchandise and overcomplicated search and navigation functions. Poor product presentation can cost e-shops valuable turnover – such as when product information is not sufficiently categorised, for example, which radically limits the search for products. These are the findings of a recent novomind trend study on product information management in e-commerce.
Young online shoppers are particularly critical
Very young consumers, in particular, are quick to leave an e-shop that offers them minimal convenience. Every third customer between the ages of 14 and 20 breaks off the search particularly frequently, while among older e-shop visitors, it’s only every fifth customer. “The ‘digital natives’ generation, in particular, looks for fast location and easy comparison of products,” says Markus Rohmeyer, director and PIM manager at novomind.
Search and navigation benefit from the quality of product information
Online traders need to find ways to offer their customers more useful information in their search for the right product, in order to boost potential sales. The main challenge lies in the preparation of product information. “It takes well-structured and clearly categorised product information to create a modern search function capable of anticipating synonyms and elements of a search word,” says Rohmeyer. Such a function allows customers to find their desired product even if they don’t know the exact search word. At the same time, detailed, interlinked product data form the basis for new filter navigation concepts. These include narrowing down search criteria, for example by means of a slider bar that can prevent the customer being overwhelmed by large amounts of information, so that customers can move step by step towards their desired product and view only the product information relevant to their particular search.
More emotional product presentation stops customers from abandoning their search
In addition to this, e-shops need to provide more information so that products make a clearer impression on the customer. Zoomable images, 3D views and informative videos, the opportunity to compare different variants as well as product ratings posted by other customers are all good ways to improve presentation of a product. By creating a positive surprise effect they also create a pleasant association with the product. In particular, the big spenders of tomorrow are already more receptive to emotionally appealing product presentation today. During their virtual browse of an e-shop, they are not just looking for pure information; they want to be entertained and to interact with each other, as well.
The PIM 2011 trend study “Product information as a sales driver in online shops” is the result of a consumer survey. In May and June, 1,069 German consumers who had made an online purchase in the previous 12 months were asked about their Internet shopping habits. The focus of the study was on how product information management influences online buying.
Since 1999, Hamburg company novomind has been developing innovative e-business solutions for the modern Internet world in four e-business disciplines: e-commerce (e-shops and zoom server), PIM (product information management), e-marketplace (marketplace integration) and e-communication (solutions for contact and service centres).
novomind is a European technology leader in every service segment and covers the whole digital value-adding chain in retail and electronic customer communication.
novomind develops the tools for companies to set up central product databases to generate, process and manage product information (PIM). Now the IT service provider has developed novomind iPIM, a standard-enterprise B2C PIM solution, for the speedy integration of central and leading product databases into a company’s operations.
novomind AG is currently assisting more than 80 companies including Targobank, Der Club Bertelsmann, Deutsche Rentenversicherung Bund, Ernsting’s family, EnBW, gebrüder götz, OTTO and QVC.