Product Information and UX: A Love Story

In the digital age, where the shopping experience is increasingly critical to E-commerce success, there is a relationship that is often overlooked - the love story between product information and the user experience (UX). Much like a true partnership, this relationship can flourish when both sides work together in harmony. But what happens if the communication isn't right? Frustrated customers and cancelled purchases are on the cards if this couple doesn't stick together. Who wants to be there when two people are arguing?  

Product information management (PIM) is a key factor in the success of this ‘relationship’. A well-organised PIM is the faithful foundation that ensures consistency through clean data and allows the UX to always shine. In this article, we take a closer look at why well-maintained product information is so important for the UX and how it is the centerpiece of every successful customer journey.  

PIM: The invisible love letter to your customers  

A well-structured PIM system ensures that each product information ends up consistently and correctly at the relevant touchpoints - the love letter that keeps the relationship between customer and brand alive, so to speak. A data model that can also speak ‘UX’ ensures a caring and appreciative communication that radiates to the customer. Whether it´s filter functions in the online shop, dynamic landing pages or detailed product pages - well-maintained product information plays a decisive role wherever customers meet an offer.  

When product information is perfectly prepared, it can significantly improve the UX at every stage of the customer journey:  

When product information needs to shine in the customer journey  

  1. Product search and filters: Love at first sight often starts with the search. An accurate and well-structured data model enables users to find specific products. Filtering options only work properly if they are based on clean attribute data. Without an accurate database, romance can quickly fade as the search delivers inaccurate or incomplete results. Or even not arise at all - think of the important ‘first impression’, where there should be an immediate spark.  
     
  2. Landing pages and campaign pages: The first date is crucial - and landing pages are often the first direct contact with your products. Well-structured product information helps to dynamically fill specific campaign landing pages with relevant content. These pages must be engaging, informative and precisely tailored to the needs of the target audience. This is where the PIM system plays the role of matchmaker by providing the right information at the right time and in the right place. 
     
  3. Product detail pages: In a relationship, honesty and integrity count - and product detail pages are all about giving the customers exactly the information they need to decide. The PIM system is the reliable partner that ensures that all relevant details - from specifications to use cases to reviews - are presented clearly and completely. Consistency, clarity and accuracy also radiate trust. Like that you build trust and long-term customer relationships.  
     
  4. Mobile shopping: Taking the relationship to the next level requires flexibility. Mobile-optimised shopping experiences require product information to be displayed attractively and legibly on any screen size. This is where a harmonised PIM shines by displaying consistent and relevant data in a user-friendly format - whether on a smartphone, tablet or desktop.  
     
  5. Marketplace integrations: Some relationships lead to exciting new encounters - and a well-maintained PIM makes it possible to seamlessly and consistently present products on external marketplaces. Whether it is Amazon, eBay or a specialised marketplace: a strong presence on such platforms depends largely on the quality of the data you provide. This will help you avoid misunderstandings and inaccurate product descriptions. And you can conquer new places. 
     
  6. After-sales services: After the purchase, the love story shouldn't end. Accurate and comprehensive product information plays a central role in the after-sales phase - be it for warranty issues, spare parts or technical support. This shows how a long-term relationship benefits from maintaining product information. Customers appreciate it when they can quickly find the right information and receive support.  

Maintaining the love affair: the role of data maintenance and testing  

Like any love affair, the relationship between product information and UX requires continuous maintenance. It is not enough to set up a PIM system once and believe that it will work forever. A solid and flexible foundation means that you are also prepared for new challenges. Data must be regularly updated and reviewed to ensure that it meets the ever-changing needs of customers.  

  • A/B testing and analysis: Regular testing is essential to ensure perfect harmony between product information and UX. A/B testing on the product detail page or in the navigation helps to determine which displays of product information are best received. The love of UX can be improved a little with every small experiment. 
     
  • Customer feedback: Love is a dialogue. Regular surveys and obtaining customer feedback show which product information is missing or not helpful. This allows you to optimise product information in a targeted manner and ensure that every customer experience is positive.  
     
  • Automated data maintenance: Automated data maintenance within the PIM ensures that product information is always up to date. If a lot of data maintenance is required, a PIM with automated data quality management is worthwhile: firmly defined rules and shared work not only prevent errors but also save valuable time. This also ensures that the relationship between UX and product information remains in harmony.  

A strong foundation for sustainability and innovation  

As with any successful relationship, the love story between product information and UX needs a strong foundation to survive in the long term and be flexible to new challenges. This foundation is created by a robust and well-structured PIM system. A clean database is not only crucial for current operations but also allows you to adapt to new market trends - be it through the integration of new sales channels, the use of artificial intelligence (AI) or the use of innovative technologies such as personalisation and automation.  

AI has enormous potential when combined with high-quality product information. From automated product recommendations to dynamic pricing - AI can analyse huge amounts of data in real time and make decisions based on this to further improve the user experience. However, all of this only works if the data quality is right. A well-maintained PIM system is therefore the foundation on which innovative technologies such as AI can be successfully built. Resilience and flexibility in the digital world always start with a strong data foundation - and this foundation determines the future viability of your company.  

Risks of a failed relationship: what happens when product information and UX are out of sync  

A lack of or disrupted harmony between product information and UX can lead to serious problems. Here are some of the risks and how you can avoid them by taking good care of this ‘love story’:  

  • Abandoned purchases: incomplete or inaccurate product information quickly leads to customers cancelling the purchase process. If important details are missing or incorrect information is provided, the customer feels let down - and moves on.  
     
  • Low conversion rates: Consistent and informative product pages increase customer confidence. This leads not only to higher sales, but also to long-term customer loyalty.  
     
  • Returns and complaints: When product information is accurate and meets customer expectations, mis purchases and returns are reduced. This not only saves costs but also strengthens the customer relationship. 
     
  • Poor brand value: Consistency is the key to brand building. When product information is presented consistently and professionally across all channels, a positive and trustworthy brand image is created. A brand that understands its customers and provides them with relevant information builds a deep and lasting relationship.
     
  • Support requests: Clear, comprehensive product information means that customers need less support. They find the answers to their questions independently, which increases satisfaction and saves internal resources at the same time. 

Conclusion: A love story that needs to be nurtured  

The relationship between product information and UX is a true love story that needs to be continuously nurtured and developed. A powerful PIM system is the foundation of this relationship, ensuring that it remains harmonious and profitable throughout the entire customer journey. With the right nurturing - through testing, analysis and data updates - this partnership will sustain the growth of your e-commerce and provide your customers with an unforgettable experience.  

In the world of E-commerce, the better you manage the relationship between product information and UX, the stronger the bond with your customers will be. After all, it's about both sides - the product information and the UX - working hand in hand to win the hearts of your customers. From product information comes the right content – and from that, a memorable product experience.  

Are UX and product information not yet a perfect match for you? Then it's worth talking to our experts - SQLI takes an analytical and strategic approach to relationship problems and finds the right approaches to restore harmony. And who knows, you might even end up ringing the wedding bells?