Customer Data Enrichment
This is really aimed directly at the customer. It is about showcasing your products and giving your customers enough data to make a buying decision. You never want a customer to have to go to a different website or online store to find information. They might stay there and decide to buy from them instead.
We are looking at 3 specific sections here:
- Product description
- Additional images
- User Manuals and other documents
Ideally, your product description should be at least 400 characters of original content. However, we know this is length not always possible. We recommend that you do not just copy and paste a manufacturer's description under any circumstances, as this duplication can negatively affect your SEO ranking.
We always recommend using videos and images in the description too. You want people to have no doubt in their mind that THIS is the product they need. From your store. NOW.
Product Description is on the General tab of each product and there is space for a description in each language you have set up.
The Product Description text area uses a What You See Is What You Get (WYSIWYG) editor. Unlike other editors, our editor is super simple but very flexible. As you can see from the various images below, the toolbar appears across a single or multiple rows, depending on the screen size.
We are not huge fans of distraction while trying to write product descriptions, so one of our favourite buttons on the toolbar is the Full-Screen button that toggles the editor to full screen.
So let’s add some content and do some basic formatting.
First, we want to add some headings to make bits of the text stand out. To do this, highlight the text you want to format and select the style from the drop down box.
A quick look at the product in our store and we can see it already looks more interesting than before. Now for some images.
In the toolbar, we also have an image management button. In this example, we will place an image to the right of the text. Place your cursor before the beginning of the paragraph you want the top of the image to align with and press the Picture icon from the toolbar.
Clicking the image, will make an image toolbar appear with some basic editing functions.
In this case, we will set the width to 50% and make the image float to the right.
Our product page is already looking a lot better. Remember, this test store has no theme yet.
This description needs one more thing. A video of someone reviewing the product. Ideally, you would create this yourself, but any YouTube video will work.
We found an iMac review video on YouTube that we want to add to our product description, as final proof to our customers that this is an amazing product.
I am going to assume that most people will now how to find a video on YouTube. On the bottom of each video, there is a Share button. Click this.
A share panel will expand. The Share tab is selected by default. This gives you the URL you need to embed the video in your store. Copy this code to your clipboard, or a text file.
Back to the Product Description, and we have decided we want the video at the bottom, so if people are not yet convinced by the images and the description, that they can view someone using it.
With the WYSIWYG editor in full screen, we need to find the Video button.
In the popup, you simply paste the URL from YouTube and click Insert Video
The nice thing about this editor is that it shows you the embedded video right in the editor. You can even play the video if you want to, right from the WYSIWYG editor.
Now that we are happy with the Product Description, we will move on to the next task.
On the Product Details page on the Image tab, you can add additional images in two ways. You can use the blue Add button to add images one at a time.
Once the placeholder is added, you can click on the image thumbnail to open the image manager to upload, edit or find the image you want to use.
Much easier and faster is using our Power Image Manager. You initialise it by clicking on the green Power Image Manager button.
It will open up the image manager, where you can select multiple images, then right click and select Add selected to product to assign all the selected images to your product.
If you navigate to the product in your store front, you can see how it has added the additional images as thumbnails under the main image.
Clicking on any of the thumbnails will open up a lightbox gallery, where customers can view all the images in full size.
USER MANUALS AND OTHER DOCUMENTS
This is the third and last step in our Customer Data Enrichment.
Often products come with documents that customers might want to download and keep, like Warranty data, Parts lists, MSDS (Material Safety Data Sheets), or User Manuals.
To attach any documents to a product, we need to go back into the Product Details screen and find the Product Files tab.
I have a user manual for my product that I would like to attach, so let's click the Add New button to add a new document.
I will use the file manager to upload my document. Once uploaded, we simply select the document we want, which will link it to our product.
We can change the publicly visible name of the document in the Mask field and we can opt to make users login to download it. In this example, I will leave it publicly accessible to everyone without logging in.
We will check what it looks like in the store front, and you might notice that a Product Files tab has been added. It nicely displays our user manual for everyone to download.