Help your customers with their product choic

Have you ever stood in a shop and thought, "What should I choose?" Nowadays, almost every product is available in countless variants, making it hard to see the wood for the trees. When a person hesitates for a long time, several things can happen:

• You consciously choose and buy.
• You catch the easiest choice, such as a well-known brand or the cheapest option.
• Or you give up altogether.

Option one you want: You want the customer to make a conscious choice. That generates satisfaction and sales. Does your customer have doubts online? Then he often quits immediately - with one click he is gone. That is why it is crucial to actively help customers choose. But how do you approach this smartly?

1. Step and orientation: being found with SEO and product data

A customer can only make a decision once they have found your product. That means clear information and good SEO. A standard description alone is not enough for an extensive range. Long, informative product texts, smart metadata, and unique features make the product findable and attractive.

Product information also supports the following steps in the customer journey: consideration, purchase, and loyalty.

2. Product information & filters

Good product information is hugely important for customers who are unsure about your product. However, you should not overload them with difficult information. Make sure that you word everything comprehensibly and present it clearly. And also think outside of the box. What if you showcase the bike's newer features with a short video? Or what if you write several blogs that facilitate choice?

In addition, filters are also indispensable for product selection. After all, going by 900 bikes one by one is not an option. Start with selection filters that help narrow down the choice. In this example, consider the type of bike, women's or men's bike, electric, etc. The next step is to specify further. Think about bike lights or extra additions. These items can sometimes make just the difference and help narrow down the choice even more.

3. Recommendations: point customers to smart choices

Use smart recommendations. Simple: "often bought together with..." or "similar products". This increases purchase value.

Even smarter: personalise based on preferences or purchase history. For that, you need structured product data as well as customer insight

4. Efficiency on e-commerce platform

A long and complicated buying process can lead to boredom or extra doubt on the part of the customer. This is because it gives the customer extra time to think, when in fact the choice had already been made. Doubters sometimes seize on every little thing to avoid making a choice after all. When your buying process is slow, you give them the opportunity to do this. Avoid this!

By simplifying the selection process with clear, useful information and handy filters, you increase the chances of a quick and satisfied purchase.

5. Central source: PIM system

All these components require good product data. You need a central place to manage, enrich and distribute that data. A PIM system provides exactly that needed structure.

So: PIM stores your product features, feeds filters, recommendations, SEO and customer data. Efficiency thus takes shape. Reliable data = better customer choice = more satisfaction = higher conversion.