How To Optimise Your Online Product Catalogue To Improve SEO and Performance


A well-maintained and always up-to-date online product catalogue is the backbone of any successful e-commerce strategy! Providing customers with quality and rich product content is crucial, as evidenced by the fact that 81% of buyers have reported abandoning a purchase due to insufficient product information. According to another study conducted in 2022 by inriver, 53% of consumers surveyed stated that encountering incorrect or poor quality product information online motivates them to shop elsewhere, while 47% find it frustrating. That’s alarming!

In this article, we will see how you can be sure to always have updated product descriptions and how you can optimise your product catalogue to improve your SEO and performance. This will help increase your conversion rate, and lower your returns – trust us!

Online product catalogue: the heart of every e-commerce business

With so many online shopping options available, customers expect to find detailed information about the products they’re considering purchasing.

If your online product catalogue is lacking, unclear, or incomplete, customers may become frustrated and abandon their purchase, causing you to lose potential sales and revenue (as seen in the studies mentioned above). On the other hand, if you provide detailed and accurate product descriptions, customers will be more likely to trust your brand and make a purchase.

To ensure you’re providing quality product content, investing in product descriptions, images, videos, and reviews is essential. You should also make sure that your product information is easily accessible and up-to-date across all channels, including your e-commerce website, marketplaces as well as marketing channels (social media, acquisition channels, etc.).

But how to build a robust and comprehensive product catalogue to boost your sales?

Level-up your product catalogue with Lengow

Lengow, an e-commerce automation platform, offers a convenient solution for enhancing your online product catalogue and descriptions to boost your online performance and SEO. We will highlight three essential features of Lengow to showcase its capabilities:

1/ Import additional sources

The Lengow platform allows you to collect and compile all the necessary product data from multiple sources, including detailed product descriptions, in-store stock information, competitor prices, and translations. Our Additional Sources feature enables you to combine and consolidate both hot and cold data from multiple sources into a single comprehensive product catalogue. You can choose the frequency of updates to your sources, ensuring that your customers always receive accurate and up-to-date information.

2/ Optimise your product data

Take advantage of Lengow’s intelligent automatic rules to make global changes to your product catalogue. With this Optimisations feature, you can easily modify, replace, delete, and create new fields in your catalogue, saving you valuable time and creating enriched descriptions that will capture the attention of potential buyers. Additionally, you can perform these optimisations across multiple marketing channels and marketplaces simultaneously, all from your central catalogue. By managing your data independently, you will maintain control over its quality and avoid dependence on other teams.

3/ Segment your catalogue

With Lengow’s Segments feature you can easily organise your source catalogue by creating product groups based on performance, profitability, and seasonality criteria. It allows for precise strategy management and faster implementation of new marketing campaigns. By creating Segments such as the “top 100 revenues”, “top 100 best of category”, or “flop 100 clicks”, you can improve your marketing efforts with more targeted recommendations based on your product catalogue’s performance analysis. Take advantage of this segmentation feature to optimise your marketing strategy and drive revenue growth.

Maximise the potential of your product catalogue with Lengow’s robust catalogue management capabilities. With Lengow, you can effortlessly enhance and segment your listings, allowing you to develop tailored e-commerce strategies that enhance your conversion rates. What are you waiting for?

Get a demo!

Adrian Gmelch

Adrian Gmelch is a tech and e-commerce enthusiast. He initially worked for an international PR agency in Paris for large tech companies before joining Lengow's international field marketing & content team.

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