Leveraging Product Data Enrichment for Effective Product Discovery

The quality of product data can make or break an eCommerce site. It’s a simple statement that holds a world of power. Here’s how you can make the most of it.

Daryll Williams | Aug 01, 2023
Leveraging Product Data Enrichment for Effective Product Discovery

The quality of product data can make or break an eCommerce site. It’s a simple statement that holds a world of power. Here’s how you can make the most of it.


Every year, poor-quality eCommerce product data costs retailers millions. This revenue loss stems from wasted time and resources that negatively affect how customers engage with a brand.

A Nielsen Norman Group study recently found that roughly 20% of failed purchases derive from unclear or missing product information. Now more than ever, shopper loyalty is dependent on an ever-evolving confidence in your brand. To foster this, you need to ensure your product data is structured, humanized, and enriched.


What is eCommerce product data enrichment?



The benefits of data enrichment, mapped | Source


Any process that involves enrichment implies improvement! And when it comes to eCommerce, that's precisely what’s needed to take things up a notch. Data enrichment is all about making the shopping experience an absolute delight for your customers. By adding extra layers of information, you can boost attribution and make sure your customers get exactly what they need at the right moment.

Enriched product content is like the all-star team of product info – think a combination of text, specs, images, and any other crucial data all gathered together! The trick here is to turn products with inefficient data into rock stars of searchability, armed with ultra-rich attributes.

Enriching product data essentially takes the data in your product catalog and completes the data by filling in missing values, adding properties and benefits, and making it more consistent by improving spelling mistakes.


How to enrich your eCommerce product data?



The technical specifications of a backpack transformed into humanized language


As it is, a lot of the data in product catalogs isn't particularly unique. It's typically inconsistent and incomplete. These days, there's a big gap between product development and merchandisers, and this information leak causes issues with knowledge transfer.

So, if you're aiming for top-notch, enriched product data, you've got to dig deeper to uncover truly transformative insights and devote time to carefully filter the available information. It's all about turning the ordinary into something extraordinary.

Enrichment as a process would typically entail several different steps, including:

  1. Data cleansing: Identifying and amending data that requires humanization. It boosts the overall reliability and value of your data by identifying mistakes in your database.
  2. Filling in missing values: Once gaps are identified in the cleansing process, new data is introduced to create a more robust data set.
  3. Providing additional properties: Once a more viable data set is established, additional attributes are layered on the new foundation to expand upon and enrich the product content your customers ultimately interact with.

As experts in consumer psychology, we build category-specific, humanized taxonomies based on this enrichment process that transforms your product range into a highly-searchable catalog with rich attribute data. You can leverage these humanized taxonomies to enhance your data with layers of extra information to improve the shopping experience.

For example, if you have a backpack listed in your catalog with the following properties: 
  • Black laptop backpack
  • Poly fabric
  • 16 inch
  • Padded foam
  • 3x compartments
It appears clinical and doesn’t speak to the benefits the customers would experience when using it. Here’s what the same description would look result in if you followed the enrichment process mentioned above: 
  • Rains laptop travel backpack
  • Environmentally-friendly, durable, and water-repellent poly fabric 
  • Large compartments built for laptop, iPad, wallet, power bank, cables, and more.
  • Adjustable padded shoulder straps 
  • Available in black, blue, and gray colors


Top 5 reasons why you need to enrich your product data


Here are the top five reasons why you need to consider enriching your product data:


1. Humanized language better communicates benefits



Standard product attributes turned into language that resonates | Source


Due to knowledge gaps and limited product data in businesses today, catalogs struggle to be nourished with the language that customers actually use. Your enriched taxonomy should take into account how real people search and shop for products.

To take the idea of communicating product data in the ways a person would appreciate, remember this: everyone loves a story. Aim to translate your big data points into a narrative – even at the smallest level. Communicating in a specific, interesting, and informative way to illustrate product benefits will immediately lead to better engagement. Product data should include how your customers refer to their products in terms of their needs.


2. SEO-optimized product descriptions impact findability



SEO fields that make up a product description | Source


SEO-optimized product copy will help your site generate higher search engine rankings. That is, rich product descriptions with relevant keywords and required tags make it easier for search engines to sort and rank your products higher. This results in capturing more goal-oriented shoppers from search engines. This is a huge win as these shoppers are the most likely to convert.


3. It reduces returns



Enriched product data (and descriptions) will result in less returns | Source


Enriched and accurate product content reduces the potential for returns, as customers are aware of the features of each item and can make more informed purchases. 

Without product data enrichment, there is a high risk of publishing content that contains inaccuracies, inconsistencies, and errors. Why so? When your product catalog is small with just a handful of products, it may be possible to proofread, fact-check, and cleanse data manually or using rudimentary tools. With large product catalogs and multichannel feed management, manual quality control is mistake-prone and unrealistic.

The right product data will lead to better descriptions, filtering, and search results. This immediately leads people to find the products they actually need, making for much more informed purchases and ensuring fewer returns. 


4. Complete information will enhance your reputation



Complete and holistic product information provide context to consumer benefits | Source


If buyers abandon a shopping cart, return a product, or lose trust because of insufficient product information, what does that say? Oftentimes, it means that retailers need to hone in on optimizing product descriptions to match customer search intent.

A lengthy list of the item’s physical features and factual details won’t pique the interest of your potential purchasers unless they’re actively comparing product specs.

By providing context to the product and its benefits, you can show that you know your customers and can identify with their needs. This creates a level of trust and security.


5. Increase engagement with leads to get more sales



Guided selling ASICS Tennis Shoe Finder (Crobox)  | Source


Naturally, with comprehensive product content available right on the relevant product page, shoppers are further inclined to stay on the page, scroll through relevant reviews, imagery, related content, and even make a purchase of their very own. 

Product Finders take this one step further by asking questions to your shoppers to recommend the perfect product based on their answers. This style of faceted navigation is based purely on customer needs, takes shopping goals into consideration when recommending a product, and directs attention to the product benefits most important to a shopper. At Crobox, our eCommerce product finders are customized per industry. We build them on the foundations of behavioral psychology and shoppers’ needs and continuously optimize them with data.

Industry-specific product enrichment best practices


The purchasing journey is still an experience that is more practical than pleasurable for most shoppers.

The key to standing out as an online retailer is to make your product discovery experience clearer, more attractive, and more personal. It's your job to talk to your customers using the language they understand. By enriching your data with product benefits, you'll build an experience that is as rich as it is informative.

If you want to get competitive, your product data must surpass the benchmarks for what is considered robust and descriptive for your industry. Here’s how to do it.


Sports and activewear



Enriched technical product attributes delivers messaging that resonates | Source

  • The sports and activewear market is full of many visually similar products with vastly different technical specifications. You have a responsibility to help your customers identify the perfect product in the largest of assortments.
  • Data enrichment ensures that your technical sports and activewear products include all the attributes a shopper will need to make an informed purchasing decision.
  • The more you can distinguish yourself from your competitors’ products straight away, the greater success you'll achieve.
  • Focusing on specific features is a great way to attract attention by highlighting them in the product title. Think 'waterproof', 'breathable', 'heat gear', 'padded', 'seamless' – anything that is going to catch the eye above the thousand other products you might be competing against.

Home and DIY



The Ikea Hob Finder (Crobox) | Source

  • Electronics, appliances, and home and DIY products require precise information, since shoppers tend to enquire about how they’ll use the product (“How many people will this fryer serve?”, “Does this dryer have an eco-friendly setting?”).
  • By connecting the answers of these questions to the features of the products themselves, data is easily enriched and creates a much more effective discovery experience.
  • It’s essential to anticipate these questions by enriching your product feed with these properties.
  • Details about a product’s usage and features likely won’t change much from one eCommerce site to another. That’s why it’s important to include badges, notifications, or checkpoints to emphasize these benefits.


Beauty and intimates



  Simplified technical information can ensure the sale | Source


  • Beauty and intimates shoppers demand high-touch guidance in order to make their purchases. Customer trust goes a long way in an online environment where it’s more difficult to deliver it.
  • When it comes to beauty, customer needs are the most important factor to consider. If data isn't enriched, you are missing out on capturing attention and relating with your customers.
  • Customers tend to skim when shopping. What they miss in the product description can catch their eye in the enhanced content. As a best practice, repeat key information in as many locations as possible.
  • Ultimately, the key lies in simplifying technical or specialty product information to get ahead of what consumers want to know. This results in keeping shoppers on the page longer and ensures their experience isn’t disrupted by waiting for brand responses.

Key takeaways



Good product data makes for more robust product descriptions | Source


Data is the lifeblood of any eCommerce business looking to make its mark today. It has become the foundation with which every sound marketing, sales, and customer service strategy is made. 

As such, it’s become intrinsically linked to growth and profitability – empowering leaders to guide their businesses with decisions based on facts and trends rather than speculations. Here are the most important factors to consider:

  • Poor-quality product data can cost retailers millions in revenue and negatively impact customer experiences. Clear and accurate product information is crucial for success.
  • eCommerce product data enrichment involves enhancing product content with additional layers of information to improve the shopping experience and increase customer intent.
  • Enriched product data includes text, specifications, and other relevant data to transform thin and inconsistent data into highly-searchable and informative content.
  • Enriching product data has several benefits, including better communication of benefits, improved SEO rankings, reduced returns, enhanced reputation, and increased engagement and sales.
  • Different industries have specific best practices for product data enrichment. From highlighting specific features and technical specifications to properly communicating product benefits.
  • Clean and accurate product content is key to successful business performance. Is your data actionable enough to get the results you expect?


Learn more about the value of data enrichment, or book a demo to see what we can do for you!