Product Information Website

A survey conducted in April 2023 found that 99.5 percent of consumers research products online at least some of the time. Close to 90 percent say they regularly or always research before buying, even if the item is purchased in a store. Shoppers are looking for product information that can help make a buying decision, such as features, specifications, pricing, and model numbers.

With so much depending on product information, businesses need tools to ensure the data is accurate and consistent. These tools should ensure that the best images are used to build a product story. According to Etsy, 90 percent of buyers say imagery influences their purchases. The better the image, the more likely the shopper is to consider a product.

Managing product information is essential to delivering accurate data. Without Product Information Management (PIM) solutions, sellers risk publishing inconsistent information that degrades the customer experience. Without a digital assets management (DAM) tool, poor-quality images could be used because higher-resolution photographs were difficult to find.

What Is a Product Information Page?

Most organizations have a product information website that consists of product information, product details, and listing pages. If you've searched for product information online, you've probably encountered these pages. Product information and product details are often combined. The most pertinent information appears at the top of the page with details provided when the user clicks: "See More" or "Details." The following page descriptions define what is a product website.

Product Information Pages

Deciding what belongs on a product information page depends on the product and the intended buyer. It may contain post-purchase materials such as troubleshooting guides or assembly instructions. Incorporating digital assets in post-purchase guides lets buyers see how to perform the suggested actions. Product information pages can also serve as internal resources to educate employees on specific product offerings.

Product website examples can range from simple, single-product pages to complex, multi-product distributor sites. As an example, a bakery website sells cakes, pies, and cookies. Selecting a cookie category takes the user to a listing page with a picture of the cookie package. Choosing one of the variations moves the user to a product page that has tabs for product information, details, and reviews. Everything the shopper needs to make a purchase is on one page.

FastFix is a Makita distributor in the United Kingdom with hundreds of tools for purchase. When a shopper selects a tool, the product information page displays multiple images of the tool. Site visitors simply scroll down the page to see descriptions, specifications, and benefits. The page also includes recommendations and reviews at the bottom. The company has created an informative product page that is easy to navigate.

Product Listing Pages

Product listing pages or (PLP) show a collection of products that can be sorted by user-selected filters. When shoppers click on a product, they are taken to a product detail page that may include the product name, description, features, benefits, images, and specifications.

Why is a product listing important? PLPs provide consumers with an overview of all, or a category of, products sold by a company. Product listing pages should include search capabilities for customers who know the item they are looking for. Allowing site visitors to skip to the detail page improves the customer experience for knowledgeable or returning buyers. By looking at product listing page examples, you can see what makes a listing effective.

Product Detail Pages

Product detail pages (PDP) contain product or model numbers. They include specifications and dimensions. On a shopping site, the detail page may include information on options such as color and fabric. What appears on the page depends on where in the customer's journey it is used.

Product page design has changed. Earlier product pages were used as landing pages to highlight key features. When shoppers wanted more data, they clicked on a link to navigate to a product detail page. Moving between information and detail pages annoyed shoppers. They wanted a more seamless experience.

To meet buyer expectations, a product pages website started combining data on a single page. The end user could look at optional data by scrolling through the page. Scrolling offered a more user-friendly experience. Today, most product information website ideas use scrolling with the option to jump to specific sections such as descriptions, specifications, or reviews.

What Does Product Information Include?

Product information educates shoppers about the products or services a company offers. It includes basic elements such as product name, model number, and specifications. It can illustrate features and discuss benefits while providing details such as nutritional facts, ingredients, and materials.

Product details can use images and videos to showcase product functionality. Other information may include:

• Reviews

• Certifications

• Comparisons

• Operating Requirements

• Related Products

Every detail should highlight a different aspect of a product. When viewed together, the information should convey the product story.

Bose.com is one company that uses every product detail to create a compelling product story. Its website is full of product detail page examples. Selecting a product displays a detail page that provides the shopper with the product name, images, star rating, and price. It includes delivery information and color options. The add-to-cart button displays above the benefits of buying Bose. Shoppers can mark the page as a favorite and view multiple product images.

Designing product pages means mapping the customer's journey. What information would convince someone to move from browsing to buying? At what point in the journey do they need detailed information on size, ingredients, or place of manufacture? Thoughtful design builds a product story while delivering information at the right places on a customer's journey.

How Do I Create a Product Detail Page?

Building product detail pages takes time. Creators must decide on what product information to include. They need to find product images and videos to help tell the product's story. Designers have to build page designs that showcase the information. Precisely, how this is done depends on the software used to create the pages.

What Tools Are Available to Create Product Pages?

Organizations often start with product information and Digital Asset Management tools. These solutions centralize the text and visual components that make up a product page. Creating shared repositories for product data reduces the time employees spend trying to locate the components needed to build product pages. These management tools ensure that product information and images are accurate and deliver consistent messaging.

Once companies have product information, they need a tool for building product information, listing, and detail pages. Some businesses may develop a tool that interfaces with the PIM and DAM solutions to access the data. Others may look at third-party solutions that connect to other PIM and DAM systems using application programming interfaces (APIs). A few may look for a solution that includes all three.

Lumavate's product experience platform (PXM) includes product information and digital asset management tools that work with its Digital Experience Platform (DXP) to deliver product detail pages quickly. Once deployed, PDPs automatically update when information changes in either a PIM or DAM. Website administrators don't have to worry that all pages have been updated when information changes.

What Are Product Detail Page Best Practices?

Organizations looking for third-party solutions for creating product websites should browse the web for product page design examples. They can evaluate the different designs to see how the following best practices are incorporated into product detail pages.

Product Images

Over 50 percent of the population are visual learners, meaning they learn more from viewing an image than from reading a description. Even non-visual learners retain images longer than text. If companies want to engage customers, they need to use high-resolution imagery for the most impact. Letting potential buyers view a product from multiple angles increases their confidence in the product.

Balancing the size of the photo with the download speed is essential for a quality customer experience. Large files may slow website speed, while low-resolution pictures make it difficult for consumers to see the product details. Without a way to ensure that only curated and approved images are used, organizations have little control over what is used across all channels.

Videos

Shoppers want to feel comfortable purchasing a product. If they have doubts, they will move on. Videos should be short, tell a story, and include humans. They should always be memorable, but putting together an engaging video takes resources.

After spending days if not weeks polishing a video, companies need to ensure it is being used consistently. They need a DAM to control access to digital assets and to eliminate duplicate content. Businesses want to ensure that only high-quality videos are associated with their brand.

Reputation

Building credibility is part of a strong online presence. Shoppers want to know they can trust a company, especially if they only have an online presence. Including reviews and certifications can help instill confidence. Whether it's a certified stamp or a trusted seller logo, placing that on a product page adds to credibility.

The same holds true for the information. When product information is inconsistent, it raises questions. Shoppers do not know which information is correct. Omitting pertinent information can weaken buyer confidence. Is the product water-resistant or waterproof? These seemingly small discrepancies can alter how consumers view a brand.

Product Descriptions

Product descriptions are still at the heart of any good product page. They communicate value by telling a product story. They answer questions such as:

• Why purchase the product?

• How does it work?

• What makes it different?

• Who should purchase the product?

When creating product descriptions, remember your audience. Are potential buyers more interested in aesthetics or durability? What benefit does a customer derive from a product feature? Are there aspects of the product that justify a higher price?

One product website example that illustrates the value of well-written product descriptions is clothing stores. Banana Republic and Levi create human-centric descriptions of their products that resonate with potential buyers. They go beyond a bulleted list.

How Do I Create a Website Product Page?

Product websites begin with a plan. The plan should start with a product website design. Deciding on a product information website template provides a consistent look and feel for any brand. Templates let designers place information in the same locations on each product page for a comfortable user experience.

Incorporating best practices into templates is what makes a good product page on a website. With consistent layouts that use best practices, multiple people can build pages simultaneously while maintaining brand messaging. However, designers need a digital experience tool that draws data from a PIM to place in the appropriate location on a template. Merging PIM and DAM with Digital Experience Platforms shortens the time to market for marketing teams.

What is Product Information Management?

Product Information Management (PIM) software centralizes product information. A PIM solution collects, stores, organizes, and distributes accurate product data across all touchpoints of a customer's journey. When combined with a Digital Asset Management (DAM) solution, it establishes a single source of truth for all product-related information.

PIM software allows users from across the enterprise access to a shared repository of curated information. This functionality is part of what makes a good PDP page. A robust PIM solution goes beyond product centralization to:

• Improve data quality with tools to help acquire and cleanse data

• Return search results faster with an internal organizational structure

• Customize experiences using groupings such as language, location, or currency

• Provide version control for recording changes and updates

PIM software should integrate with other systems to eliminate duplicate or contradictory sources. The right PIM solution can help product managers keep control of the information that is being generated and updated by multiple sources.

What to Look for in a PIM

The PIM landscape offers numerous solutions, making it difficult to find the right software. All solutions, including Plytix, Pimcore, Salsify, and Lumavate, centralize the management of product data. However, some providers offer other functionality that streamlines building a new product website.

For example, some solutions integrate with a small number of other applications. They may interface with the top-selling customer relationship management software but lack connectivity to niche solutions. Cloud-based solutions leverage scaling for easier growth, while on-premise solutions may not offer the same flexibility.

Lumavate offers robust functionality through its suite of solutions that includes a PIM, a DAM, and a Digital Experience Platform (DXP). Users pull data from the shared repositories as they create digital experiences to resonate with buyers.

How to Choose a PIM

With so many options, businesses need to consider the following five questions to determine the best solution for their needs.

What Functionality Do You Need?

PIM software is central to delivering engaging product pages that provide accurate information across all digital channels. Look at product information website examples to identify what is essential to your brand. Ensure the software works with a DAM to create high-quality photos and videos.

Remember, what is a product information page in marketing is more than a product description. It includes engaging images and digital assets. The product information may even be created for specific channel delivery.

What Systems Do You Need to Integrate With?

Product information should be shared across an enterprise. PIM solutions may need to integrate with ERPs, CRMs, accounting packages, and websites. Look at existing integrations and ensure that the solution uses APIs for connectivity.

How Will the Product Information Be Used?

Look at the best product information website examples. How is product data used? What story is it telling? Then, decide on what information should be on a product page.

Product data can be used in customer presentations and as an internal resource. Information may be needed for user guides or installation manuals. Do you plan to use product information in text messages or emails? Make sure you have considered all possibilities to ensure the solution has the functionality to meet your needs.

What Type of Budget is Defined for This Initiative?

Pricing varies. Some solutions charge by the number of users, while others offer PIMs as a service. Platform-based PIMs as a service use subscription models that can reduce initial investments. Setup can be a costly expense depending on the installation process. Ongoing maintenance and support may come at a monthly or annual fee.

What Is Your Timeline for Implementing a Solution?

Data quality determines implementation timelines. Because product data is the core of the best PIM software, you need to look at existing product information. What condition is the data? Is it current, or does it need updating? How much time will it take to bring product information to an acceptable standard?

Lumavate offers complete Product Experience Management (PXM) functionality. Within its Platform, customers have access to a Product Information Management (PIM) solution for centralizing product data. Digital Asset Management (DAM) capabilities store product-related digital assets, and a Digital Experience Platform (DXP) builds digital product experiences in minutes.

Lumavate's platform also supports text messaging and form building. No solution on the market has the breadth of functionality that Lumavate has. Its comprehensive platform is often 75 percent more cost-effective than competitive solutions with less functionality.