The Five Cs: Is Your Product Content Complete?

By Kerry Young on May 13, 2021

Are you getting ready to launch a product, improve sales, or expand into a new channel? Then, chances are, you’re thinking about how to improve your product content.

To turn more shoppers into buyers, you must craft great product stories and tailored offers that comply with what we call the “Five Cs” of product content. In this article, we’ll continue our series by discussing Complete.

Specifically, we’ll talk about what it means to have complete product content, why it’s so important, and how to create it with a Product Information Management (PIM) platform.

What Does It Mean to Have Complete Product Content?

Over the last few years, the idea of “complete” product information has drastically changed. Gone are the days of providing one photo and basic attributes. Now, complete product content must check all three of the following requirements:

  • Offer the full range of attributes and product specifications your customer needs — e.g., features, measurements, ingredients, colors, etc.
  • Include romance copy, reviews, and digital assets (like videos, 360-degree views, images, manuals, etc.) that compel shoppers to purchase.
  • Meet the specifics of the sales channel (i.e., formatting and content requirements).

What Makes Complete Content So Important?

Even in the last year, the idea of “complete” product content has evolved. In 2020, ecommerce grew 44%, which means it’s more important than ever to capture and convert shoppers.

One study found that 98% of online shoppers decided against a purchase due to incomplete or incorrect content. On the other hand, complete content answers questions, increases trust, and removes objections to buying. Providing complete product content helps you delight your customers with all the information they need to make the best buying decision.

The Benefits of Complete Product Content

As we’ve mentioned, offering complete product content can improve conversion rates and increase your overall sales. But complete product content aids the entire customer journey in other areas, too.

Discoverability

Search engines base their search results, in part, on the completeness of your content and attributes. If your content covers your product details more completely than your competitors, you’ll have an edge in optimizing your search results. This applies to many online marketplaces, which are now often the first place consumers go to research a product.

Research

Whether looking for nice pens or a new car, shoppers are research obsessed. We’ll mull for hours over specs, reviews, and options — even for small purchases. This is true whether in the store, on our mobile devices, or online. In fact, a study by the eCommerce Foundation shows that 88 percent of consumers pre-research products online before making an online or in-store purchase. By offering complete information, you help ensure the customer has all the information they need to purchase your product.

Lower Returns

Complete product content can also help lower return rates. When customers understand the full scope of what they purchase, they’re less likely to return the item. So, one of the best ways to fight returns is to ensure you deliver complete and accurate product data across all channels.

How Do You Start Creating Complete Content?

When you manage product information with disparate systems, there are almost always gaps. Product content takes a long time to enrich, and audit trails are hard to track. That’s where a PIM comes to the rescue.

When it comes to complete content, a PIM can help you:

  • Easily spot missing content by channel using visual completeness indicators and reports.
  • Then, enrich content directly in the PIM — or tap into industry data pools to fill the gaps.
  • And use automated workflows to ensure your content can only be syndicated when it meets specific completeness criteria.

For example, HDA Truck Pride’s vice president of Technology recently shared how they use PIM to ensure completeness:

“We use the feedback and systems that EnterWorks PIM provides to validate completeness. The platform provides the capability to understand where your data is, its validity, what’s missing, what’s incorrect, and what doesn’t fit in the business process you have established.”

What about the other Cs?

Complete product content is essential to thriving across your channels. Yet when it comes to the Five Cs, each step is equally important.

We discuss all Five Cs, along with peer insights into PIM best practices, in the new eBook: How to drive better customer experiences and incremental revenue with a strategic approach to Product Information Management (PIM).

Plus, check back soon for the next in our series on the Five Cs of product content – Correct. You can also view our previous post here on Compelling Product Content.

About the author

Kerry Young

Kerry Young joined EnterWorks in 2006 when Ennovative, Inc., the multi-channel publishing software company he co-founded, was acquired by EnterWorks. He directs EnterWorks’ operations and leads EnterWorks’ professional services and consulting organization, ensuring effective customer implementations and ongoing success. Mr. Young brings more than 25 years of technology and business management experience to EnterWorks, having served as CTO for a subsidiary of the Dow Chemical Company, and earlier as VP, Information Technology for Marshall Industries, a $1.7 billion industrial electronics distributor. He previously managed information systems for a subsidiary of McDonnell Douglas Corporation. Mr. Young holds a B.S. degree in Computer Science from Cal Poly, San Luis Obispo and an M.B.A. from California State University Fullerton.

Questions or comments about this article?

Tweet @Winshuttle to continue the conversation!