Product Data Best Practices

2019-02-11T12:37:44+00:00By |Supplier Best Practices|

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Having effective, ecommerce-friendly product data is the single most important marketing investment you can make to increase product views and orders.  Mediocre product data prevents the search engine from displaying your products when users are trying to find them…losing views and sales.  Keep reading for the top tips on how to make your promotional product data work for you by being more robust and easier to find and buy online.

Keyword Tags

For each product, you can add up to 5 keyword or key phrase tags that the search algorithm will weigh as heavily as a product name. This will help you from keyword stuffing your product name and description fields. Duplicating the words used in your product name, number, description, bullet points, or other keyword fields will not help your products rank higher in the search results. In fact, it will hurt your rankings. Think about what words or phrases users would be searching to find your products.

Bullet Points

Pull highlights from your product descriptions to give users easy-to-read product detail pages. Fully utilizing your five bullet points will also allow you to have more concise product descriptions and will elevate your product data into ecommerce best practices. Bullet points and other high-level data are pulled into the Quick View, while product descriptions are not. So, not utilizing your bullet points may give your competitors the advantage when distributors and end-users are comparing products.

Don’t Use Your Catalog Data

Your catalog is written with your product names and descriptions supporting the product image, which the distributor or end-user would see first. With a searchable database and websites, your product name and descriptions need to effectively describe your product before the user would see your images. Catalog marketing copy is often too flowery, lengthy, or incomplete. It’s a good start but relying solely on your catalog copy is like running a three-legged race when everyone else is running a marathon.

Remember Your Audience

Your product data will appear on your website, in DistributorCentral’s search for distributors, and on 8,500+ distributor websites. This means your product data needs to include both industry and laymen terms.

Product Descriptions

Keep in mind how distributors and end-users might search for your products and include those keywords in your product descriptions. However, be careful to not overload your keywords, as our intelligent search will penalize keyword stuffing. Use quality, descriptive, concise content that helps your customers make purchasing decisions.

Product Names

Whatever your product is, make sure that the product name includes it. Example: a product named “Big Kansas” doesn’t let the search engine know if it’s a bag, a pen, or a shirt.

Images

A picture is worth a thousand words.  Having great product images are worth far more!  Clear, crisp images on a white background are the best way to showcase your products.  Show different stock layouts, your product from different angle, colors options, and group shots in the Additional Images section so that the user can scroll through them on the product detail page. DistributorCentral’s platform will automatically resize images for you when you upload them.

Attributes

The attributes are all the various filters to help users more quickly find what they are looking for. Some of these include size, material, shape, decoration, material, and measurements.  Leaving these fields blank will mean that your products will not display when the filters are used.

Freight Data

Including the data for how you package and ship your orders will help end-users complete their orders on distributors’ websites.  Leaving this blank is a deterrent from someone buying your product.

Product Options

Limiting your product options to the bare minimum essentials will help distributors and end-users order your products.

Recommending Products

As a PRO Supplier, you can add Recommended Products to each of your product detail pages at no additional charge. This area can be used to up-sell to a similar but higher quality item, to cross-sell packaging, upsell add-ons, or to highlight a higher margin alternative.

Videos

Videos that you have hosted on Vimeo or YouTube can now be pulled right into the product detail page of your products. The videos can be displayed within the DistributorCentral search platform to distributors, or if you video is end-user friendly, it can be displayed on our 8,500 distributor websites.

Making all these changes can be time consuming, so prioritizing to optimize your top selling products or under-performing products show you that the time spent is well worth the effort!