In the fast-paced world of e-commerce, where millions of products are listed and sold every day, the importance of accurate and complete product information cannot be overstated. From high-quality images to detailed product descriptions, every piece of information plays a crucial role in influencing customer purchase decisions and building trust in the brand.
Anand Siva, co-founder and head of business excellence at Nitty Gritti, highlights the staggering statistics that almost USD 175 billion worth of goods are returned every year, with more than USD 6 billion returned due to a mismatch between the image and product description. E-commerce giants like Amazon face the challenge of pulling down millions of pages annually due to non-compliant content that leads to a drop in sales.
Incomplete or inaccurate product information can have a significant impact on customer experience, affecting repeat purchases and net promoter score (NPS). Soujanya Murty, director of catalogue at Myntra, emphasizes that incomplete product detail pages (PDPs) can lead to trust issues, impacting purchase decisions and overall platform perception.
Shoppers heavily rely on the quality of product information presented on product display pages (PDP). High-quality images, detailed product descriptions, video creatives, customer reviews, and other relevant information provide comprehensive product information on platforms like Myntra. Complete product information not only helps consumers understand the product but also builds credibility for the brand, reduces returns, and improves customer satisfaction.
Ankit Agarwal, chief product officer at Zepto, underscores the importance of PDPs in converting high-intent users by providing detailed information and guiding them with alternative and complementary product suggestions. However, industry experts point out that many PDPs contain errors that can lead to abandoned carts and lost sales. Inaccurate or poorly managed PDPs can damage user confidence and brand trust, resulting in a substantial impact on revenue.
Inaccurate product details not only trigger returns but can also land brands in legal trouble for misrepresentation. With only 2.6% of page visits converting into sales on e-commerce sites, clear and accurate content can significantly increase conversion rates. For example, high-quality images can increase conversion by 80%, according to Nitty Gritti executives.
To address these challenges, companies are deploying AI-led models using data science and machine vision to extract attributes from high-quality images and ensure consistency with product specifications. Educating sellers about the importance of accurate and complete PDPs is crucial to improving the overall customer experience and building trust and reliability.
Agarwal emphasizes the importance of understanding customer needs through user interviews and behavioral analysis to ensure that PDPs are not only accurate but also compelling. By benchmarking practices against industry standards and working closely with product operations teams, companies can keep information fresh and reliable for customers.
In conclusion, accurate and complete product information is essential for e-commerce platforms to build trust, improve customer satisfaction, and drive sales. By focusing on high-quality images, detailed descriptions, and leveraging technology like AI, companies can create a seamless and trustworthy shopping experience for customers.