Standardized Product Attributes: Why eCommerce Retailers Need Them

Yoav Maor / June 21, 2017

If you are an eCommerce retailer today, chances are you have quite an extensive product catalog. Whether you are selling fashion, furniture, or hardware, giving your customers ample buying options can separate your store from similar competition.
Back in the early days of eCommerce, providing a few standardized product attributes here and there for each product was more than suffice. SEO was in its infancy at the time, and online shoppers were just excited to be able to not have to schlep to the local mall to buy a new pair of pants.

However with the eCommerce landscape completely changed in today’s world, having comprehensive, in-depth standardized product attributes are more important than ever. The benefits of these attributes go far beyond just providing accurate product data for your customers.
Let’s take a deeper dive into why your eCommerce business needs to start focusing on standardized product attributes.

Standardized product attributes:
Why should you care?

eCommerce retailers are often focused on creating great content for their SEO and lead generation efforts, and rightly so. Nothing beats great, original content for generating leads for online retailers. However, what is typically overlooked is that product page content can be just as important and effective as any other content you create.
From an SEO perspective, your product page visibility will skyrocket with standardized attributes. Google’s algorithm will pick up that your product page content now contains 10-15 specifications and attributes instead of just 3 or 4.
Providing accurate, comprehensive standardized product attributes also help with boosting those conversion rates for your eCommerce business.

By driving more traffic through search engine optimization, more eyes and traffic will be coming to your product pages. Once you have attained that increased traffic, ensuring that you are providing important product data such as height, weight, and fabric, customers will feel more comfortable making a purchase without physically seeing the product themselves.

A great example of an eCommerce retailer utilizing standardized product attributes is Jacobtime.
A Sigmento client, Jacobtime understood the importance of quality, comprehensive attributes for their product pages. Since they have such an extensive eCommerce catalog, they searched for a solution that would automate this process for them. This is where we came in, as Sigmento’s machine learning algorithm standardizes and optimizes product page information at scale for our clients.The product page below is an example of how their standardized attributes looking in their product catalog after using Sigmento:
The product page below is an example of how their standardized attributes looking in their product catalog after using Sigmento:

standardized product attributes eCommerce

As you can see, Jacobtime has enriched their product specifications significantly with Sigmento. With this specific, standardized product attributes, customers are able to get a much better idea of the product they are interested in.

From an SEO standpoint, Jacobtime has also seen a big increase in its product ranking on Google. Check out what happens when you type in the above product into Google search:

product page SEO ranking

Jacobtime has shot all the way up to the third position in Google’s search engine after implementing standardized product attributes and specifications, ranking ahead of sellers on marketplaces such as eBay and Amazon. This type of product page enrichment will encourage potential shoppers to check out Jacobtime’s website, and ultimately increase site conversions for their business.

But what about how expensive it is to create optimal product pages?
This is a question we hear quite often here at Sigmento. eCommerce retailers love the idea of generating a more robust product page, but are weary of the typical costs that are associated with this type of venture.
Hiring a content writer or data outsourcing company can cost anywhere between 5-15$ per product page, depending on the type of content you require. For those online retailers with hundreds of thousands of product pages, this can run you into the seven figure stratosphere.

With Sigmento, we scan the entire web to both automate and streamline the standardized product attribute process for your business. By allowing our machine learning to assist in product page creation, Sigmento clients are able to cut these costs by well over 50%.
Although standardizing product attributes may require a monetary investment, the benefits you reap are well worth it in both your short and long-term marketing goals.

Conclusion

To sum up, ensuring your product catalog has standardized product attributes and specifications are critical for success in today’s eCommerce world.
With so much competition out there, separating yourself and your product pages with enriched content is imperative. This goes beyond good blog and website content, but product attributes and specifications as well.
This will not only allow your products to rank better in Google’s search algorithm, but give more purchasing power and confidence to your online traffic as well.

In order to avoid the typically hefty costs of standardized product attributes and content, consider using an automated machine learning platform like Sigmento to automate and streamline the process.
Sign up below to learn more about how Sigmento can help your business generate more revenue!