Mastering Product Content for the Digital Store (Ecommerce)

Welcome to this training course on Mastering Product Content for the Digital Store, part of the Econsultancy Advanced Ecommerce Channel.
Product content, which is often referred to as product data, comprises all the information you have about a product:

How it works;
What it looks like;
Why it's useful;
And all the other attributes that the customer and retailer need to know.

This content determines visibility in the digital store and it ultimately it's what persuades shoppers that your product is worth buying.

Product content is critical to your ecommerce success. A well-optimised product with keywords and content aligned to the most popular searches will boost your site's search rankings. Click-through rate and conversion is higher for products at the top of the page so that this translates directly into increased sales.

Each product, or SKU, has only one listing in the digital store. This means that wherever the product appears, whether on digital shelves, on product carousels or in checkout impulse recommendations, there is the same underlying product content.

So, get this content right and you'll increase the probability of selling the product. But bear in mind that it's more cost-efficient to optimise a product's content before it's launched than fixing issues later on.

This course will give you the pratical skills to improve your product content and incrtease sales potential.

Let's talk learning objectives. In this training course, you will:

Build a clear understanding of how product content impacts visibility and relevance.

Master the skills for optimising product titles, images and pages.

How user-generated content can enhance quality and impact.

Key technologies used in product data management (DAMs and PIMs).