When it comes to product information, it's easy to feel a little lost. Whether you are a seasoned marketer or just entering the business world, understanding the many different types of product information and their purpose can be a real challenge.
That's why we are here to help. In this article, we'll introduce you to the 17 types of product information typically found on eCommerce websites and online product pages that every retailer needs to know. We'll also give you examples to help clarify things.
But before we jump in, let us take a moment to define exactly what product information is and why it's so important to customers and retailers.
What is product information?
Product information is the critical detail that informs and educates customers about a company's offering, be it a product or service. From basic elements such as the product name, description, and price to more specific details such as size, color options, and specifications, product information provides a comprehensive and holistic understanding of what the product entails.
This information is typically found on product packaging, product inserts, and product labels, but it can also be integrated into various marketing materials (such as brochures, product information sheets, product catalogs, and online product listings). An eCommerce site that has been optimized with accurate and detailed product information not only enhances the visibility of the products in search engine results but can also drive online sales.
Each piece of product information serves as a spotlight to highlight a particular aspect of the product and capture the attention and interest of potential buyers. Taken together, however, this information forms a cohesive narrative that results in a compelling and well-crafted product story that engages audiences on a deeper level. Whether through compelling descriptions, captivating visuals, informative videos, or customer testimonials, product information provides the foundation for effective marketing campaigns.
Types of product information
Now that we've established the significance of product information and its role in creating engaging marketing campaigns, let’s take a look at the different types of product information retailers can and should publish about their offerings.
Depending on your audience, resources, and objectives, you can choose the most suitable assortment of product information to enhance your content arsenal.
Name
It goes without saying that the product name is one of the most important, if not the most important, identifiers of the product. The name alone can influence consumer choices and have a great impact on the success of the product itself.
If the product name catches customers’ interest, they take a closer look at the product and learn more about what it has to offer. However, if it fails to catch their attention, they may overlook the product altogether and consider it unremarkable or irrelevant. So if your product is sold in a crowded market alongside many other competing products, you need every advantage you can get to make your product stand out from the crowd and appeal to your customers.
Source: Sony
To ensure that your naming strategy resonates well with your target customers, you need to follow best practices such as keeping the name simple and memorable, making sure it's easy to pronounce and understand, and that it's consistent with your brand identity.
Description
After the product name, the product description is usually what customers read next when they want to learn more about the product. The product description is a key element that should be present on any product detail page. However, on physical product packaging, where space is often limited, manufacturers may omit it or just use a one-liner or a few keywords to give customers an idea of what the product is about or how it differs from other products.
The description should include a concise and informative overview that highlights the product's key features, benefits, and value proposition. This is your opportunity to showcase the product's unique selling points and convince customers why your product is a better choice than your competitors'.
Source: Burger King
Specification
While the product name and description give customers a glimpse of what the product can do, product specifications provide a deeper level of detail and specificity by providing comprehensive information on the technical aspects or finer details of the product, such as specific attributes, features, or functionalities. Whether the processing power of a device, the nutrition facts of a beverage, or the ingredients of a skin care product, product specifications leave no room for ambiguity.
Source: Steelcase
The right combination of specifications can heavily influence a customer's decision to buy a product. At the same time, a lack of information can cause the customer to hesitate or turn to your competitors, who have provided all the necessary details. So the more information you provide, the more confidence your potential customers will have to buy from you.
Features
Just like specifications, product features are one of the most important pieces of information customers look for when evaluating a product. Product features highlight the special characteristics and functions that make the product unique and desirable. They can range from design elements and performance enhancements to convenience factors and special features that can be tailored to the customer's needs.
Source: Camping World
So what are the features of your product that your customers are looking for? Introduce them and emphasize the value each feature brings. If you can present them in a compelling way, you can make a convincing case for why your customers should choose your product over others on the market.
Benefits
"Features tell, but benefits sell" is a common saying in the marketing industry. While product features tell the "what" of the product and introduce its functions, product benefits answer the "why" and focus on the positive effects of using the product.
It is the product benefits that really resonate with customers and influence their purchase decisions. After all, customers do not buy the product just for the sake of using it; they want to use it as a solution to their problems, to improve their lives, or to fulfill their desires.
Source: Sulwhasoo
Take the words of Steve Jobs when he introduced the iPod in 2001. He did not talk about the features at the beginning. Instead, he proclaimed the message "1000 songs in your pocket" That's a short, simple, but powerful message that speaks directly to what customers want. If you can effectively communicate the positive impact your products have on your customers, you will capture their full imagination and attention.
What's in the box
While browsing eCommerce websites, you have probably come across the popular "What's in the box" section, which provides a concise list of accessories and items bundled with the main product. Thanks to this clever feature, customers know exactly what they will receive in the package. While the main product takes center stage, the included accessories sweeten the deal and make it even more attractive, especially when customers do not have to buy them separately.
Source: Apple
To effectively communicate the included accessories, it's important not to hide them in a long product description that customers might accidentally overlook. Instead, take a cue from established retailers and e-commerce sites like Amazon by creating a separate "What's in the Package" section. This way, the list of accessories clearly stands out and ensures that customers can easily find the information they are looking for.
To further enhance the product's appeal, you should also include images of those accessories or show everything together. This visual representation makes the product even more desirable and helps customers see exactly what they are getting.
Best-before or expiration date
Consumer packaged goods like food, beverages, cosmetics and medicines have a common problem - they do not last forever. After manufacturing, these products naturally begin to degrade, which affects their quality and effectiveness. To communicate the shelf life to customers, a date marking showing the best-before or expiration date is printed on the physical product and/or its packaging. However, not all eCommerce websites and product detail pages display them, because not every product has the same date marking, so it can get a bit messy.
Source: iHerb
To clarify, the best-before date (also known as the use-by and sell-by date) and the expiration date have different meanings. The best-before date indicates the date until which the product is expected to retain its optimal quality, taste, or effectiveness, while the expiration date indicates when the product may no longer be safe to consume or use.
A whopping 80% of UK consumers misunderstood the meaning of these terms in 2019, leading to tons of edible food being discarded prematurely. So, retailers, it's on us to get the facts right and help our customers out.
Images
Images are an essential part of any product marketing strategy. They serve as a tangible visual representation that transcends words and allows customers to assess the quality, design and overall esthetics of a product and envision it in their lives, creating a sense of connection and desire before they buy it.
Using clear, high-resolution images that accurately depict the product from multiple angles and perspectives is an industry standard. Lifestyle imagery is also often used to show the product in real-world scenarios so customers can visualize themselves using and benefiting from the product. If you want to step it up a notch, you can invite customers to explore your products in a 3D environment or via augmented reality.
Source: Adidas
Videos
Videos are one of the best ways to engage with customers. More than 91% of businesses use video as a marketing tool, so its importance is as clear as day. With the advancement in technology and the availability of video editing software for beginners, even small businesses with limited resources can harness the power of video to reach out and engage their audience.
By bringing the product to life through motion, sound, and narration, videos can tell a story that text alone could not. There are many opportunities you can uncover with video content, such as how-to guides, walkthroughs, customer testimonials, and even product unboxing. The possibilities are endless.
Source: GoPro
Pricing
If the goal of presenting your product is to sell it, then stating the price is undoubtedly a necessary element. After all, once customers have their hearts set on your product, they will be eager to know how much it will cost them.
However, no one likes last-minute surprises. That is why unexpected additional costs are one of the main reasons why many customers abandon their shopping cart. In 2023, the average abandonment rate was 69.99%! That's a lot of effort that went to waste. So mention any costs associated with the product, such as taxes, shipping fees, or other costs. And if you offer discounts, such as free shipping or promotional codes, be sure to highlight them. Everyone loves a good deal, and when you offer incentives like these, the likelihood that a customer will complete their purchase increases significantly.
So do not be afraid to share your pricing information - it's an important step in gaining your customers' trust and loyalty.
Source: Levi’s
Stock level
Stock level is another piece of product information that is often published along with the price. While it is not an essential feature of a product detail page and its absence will not ruin the customer experience, some retailers include the remaining stock level to inform customers of the product's limited availability so they do not buy more than the retailer can fulfill and risk having to cancel the order.
Indicating remaining stock level can also leverage the powerful psychological concept of FOMO, the fear of missing out. When customers see low inventory, it creates a sense of urgency and scarcity that compels them to make a quick purchase decision. The fear that the product will run out creates a sense of exclusivity and motivates customers to act quickly to secure the item they want.
Source: Sur La Table
If you want to exploit FOMO and motivate your customers to act quickly, you should display the remaining stock level.
FAQ or Q&A
You may think that your product page contains all the necessary information about the product, but customers will always have questions that you cannot anticipate. If you have received a specific question asked by a number of customers, then you know this topic is important to them. Address these frequently asked questions (FAQs) in a separate section, and you'll save your customers the trouble of contacting you individually for the same information.
Alternatively, you can set up a Questions and Answers (Q&A) section where customers can post their questions and either you or other knowledgeable customers can provide helpful answers. It's like a virtual community of product enthusiasts who are happy to share their experiences and insights.
Source: Amazon
Reviews and ratings
Businesses will always try to put their products in the best light possible, so naturally there will be customers who are skeptical of the product claims and promises. Who would not be? So how can you, as a retailer, inform and reassure customers? Customer reviews and ratings are the answer.
Reviews from people who have already purchased and used the product provide an authentic perspective on the product's performance and quality. Accompanying ratings, usually in the form of a numerical score or star rating, provide a quick overview of customer satisfaction and allow customers to gauge overall sentiment toward the product at a glance. So the higher the rating, the more likely it is that customers have had a positive experience.
Source: Best Buy
However, retailers need to be aware of the potential skepticism that arises when all reviews are overwhelmingly positive and have a perfect 5-star rating. While the pursuit of perfection may seem tempting, customers often consider such reviews "too good to be true" and doubt their authenticity. In fact, reviews with an average star rating between 4.2 and 4.5 had the greatest impact on consumer decisions. So do not try to delete or suppress negative reviews! Instead, see them as an opportunity to grow your business.
Manuals or user guides
Manuals, also called user guides, are a treasure trove of information and contain everything customers need to know about the product. They serve as a reliable companion, helping customers get started with the product and providing technical knowledge on topics such as installation, operation, maintenance and safety guidelines. These pages provide step-by-step instructions, application tips, and troubleshooting techniques that can help ensure a satisfying and enjoyable experience with the product.
The manual should also be downloadable or accessible online, as the physical copy is often misplaced or thrown away by customers. This way, they can quickly access the information when needed, whether they need to set up their new device, master a complex function, or troubleshoot an annoying problem.
Certifications
Whether it's a state-of-the-art computer, eco-friendly dishes or nutritional supplements: When customers are dealing with a brand they do not know, they may doubt the marketing claims and ask themselves many questions about the products: Is any of what is claimed true? Will it deliver what it promises? Can it stand the test of time? To remove this uncertainty and build trust, there is an effective tool brands can use: certifications.
Product certifications are official endorsements from authorized organizations that confirm a product's quality, safety and compliance with industry standards and regulations, such as Fairtrade and Energy Star. Placing them prominently on product packaging, websites and marketing materials can instill confidence in potential customers and make it clear that your product has undergone rigorous testing and meets the highest standards. Consider the certifications a badge of honor and display them with pride!
Source: Patagonia
Comparisons
Often, when customers are evaluating a product, their curiosity goes beyond its basic features and functions; they might also want to know how it fares when compared to similar offerings of the same brand. This is where a product comparison chart comes in handy. By showcasing the specified product alongside other similar products, customers can easily compare their prices, specifications, and features, while retailers can encourage them to consider higher-end or premium options within the brand's lineup.
Source: Samsung
With a well-crafted product comparison, retailers can empower customers to make confident purchasing decisions while maximizing sales potential and customer satisfaction. It's a win-win situation that benefits customers and retailers alike.
Operational requirements
Knowing what a product can do is one thing, but knowing how to get it to work is another. Some, like electronics and software, must meet certain requirements before they can even be used. These requirements can include things like compatible operating systems, power sources, required accessories, or even software updates.
Source: Meta
So before your customers get all excited about your product and hit the "buy" button, only to find that they need the right equipment to get it up and running, take a moment to educate them about the operational requirements. Set up a dedicated section on your website and make it clearly visible so they do not accidentally overlook it. That way, you'll save them frustrating surprises later. Keep the excitement alive!
Manage product information with a PIM solution
When it comes to managing a ton of product information, it's much easier and more efficient if you have the right tools at hand. Let's face it, it's a nightmare to edit every piece of product information by hand or sift through multiple Excel spreadsheets to find the data you need. But a Product Information Management (PIM) solution can simplify the process, so you can spend less time working with product information and focus on delivering more, better, and faster sales. It's a secret weapon for retailers; it's how big retail companies like Walmart, with their huge catalog of over 46 million SKUs, have done it!
Want to learn more about Bluestone PIM and how it can help your business leverage its catalog of product information to its fullest potential? Talk to our PIM advisors or book a demo to see our platform in action today.
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