A product data or information sheet is the page of an eCommerce site which enables the customer to understand and visualise the product on offer, find out about logistic information such as delivery times, and discover more about the featured product.
Product data sheets are a must for any business looking to increase sales and improve customer retention. The more accurate information you provide, the more informed your customers will be, which will mean they make good purchases and will be more satisfied with your products.
However, the product sheet is not just for attracting the customer, it also needs to attract search engines like Google. When creating a product data sheet, you must bear in mind that it will also be the means by which potential customers will be able to find you on the SERP (Search Engine Research Page), because it is used to bring the internet user into your online store using natural referencing results. The SEO of a product sheet should be an ideal balance between what the customer wants to know and what the search engine can find.
The presence you have on online search engines is essential for your company, because it gives you more visibility which, in turn, expands your potential audience.
What should your product data sheet contain?
The product data sheet must contain descriptive elements such as images, the product name, price, the description (colour, size, weight, etc.), the instructions for use, to name just a few.
Establishing a good structure for a product data sheet can be a complicated exercise, because the elements it contains vary according to the product, the sector, the branding, and the target customer. It is worth doing some research in your sector in order to find out exactly what your target customers expect from you.
Top tips to create a good product data sheet
If you are unable to invest in professional help for designing your website or product sheets, or fancy giving it a go yourself, then we have put together some expert advice:
- Pay special attention to your product images: it’s the first thing a visitor to your website (and potential customer) sees and what stands out the most.
- All images should be of high quality, their size should be proportional to the page and, ideally, they should be taken on a neutral background that enhances the product. We also highly recommend including several images from different angles.
- Make sure your text looks good by selecting a font, text size and text colour that enhances the product page, and make sure it is consistent with your brand image.
- Choose or create a good design for your product page, placing the right elements in the right place.
- Make your product pages easy to navigate.
- Finally, make sure your website is responsive, that means, mobile and tablet friendly. This is usually an option available on most web design platforms.
There are some additional commercial elements that can help you to win over your customers, as well as providing more information about you and your brand for curious customers. An Add to basket button or call to action (CTA) is essential, and must be highly visible. You could also add an Add to favourites button.
Do tell your customers about any sales and offers you have, and providing customer reviews and even providing the option to upload pictures of satisfied customers with your product can be extremely useful for a potential buyer. And if you want to put out all the stops, add a selection of suggested products, showing accessories for the featured product, or a Our customers also liked/bought section.
It is very useful to provide customers with logistic information at this point, such as the availability of the product, the number of units in stock, potential delivery times, the return policy, any warranty terms and conditions and it is important to provide customer service contact information that is visible and up-to-date.
Make sure that the product page has correct grammar and spelling, as mistakes in this area will raise suspicions. Fake websites are often associated with linguistic errors and outdated or unattractive design, so it is worth investing in professionals to help you with this. Remember that many consumers are still wary of shopping online, so make sure you convey an image of trust.
It is important to ensure that the contact details for your company are clearly visible at all times, and up-to-date, as well as including your normal response times, as this also inspires confidence.
Ready to go!
So, by now, you should know exactly what your product sheet should contain, and hopefully this article has shown that the better your product sheet reflects the product’s features and uses, the more likely your customers are to make informed purchase decisions. And, of course, feel free to use the information in this article as a foundation and get creative with additional content, such as videos or infographics. After all, the way you present your products is just another channel for telling your customers who you are and what you stand for.