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“Structured data is<\/span><\/i> the fuel of e-commerce. It encourages conversions and creates satisfied customers who like to come back because they can easily find what they are looking for.”<\/span><\/i><\/p>\n – Data Expert & uNaice Managing Director Rosella Wenninger<\/span><\/p>\n SEO, navigation, search, product details – everything is based on data. And often the operators of an online shop are not even aware that they are missing the opportunity to provide their customers with the best input. Last but not least, this can lead to an enormous competitive advantage.<\/span><\/p>\n That’s why we put a lot of effort into optimising data \u2013 and want to show you one possible way to improve your data management and integrate it into your e-business in a meaningful way.<\/span><\/p>\n It all starts with the right data strategy. But in order to work this out, we first need to know why we want to make this effort in the first place? What is the benefit of data optimisation? What data is necessary for this? Does data optimisation make sense at all? And what does the practice look like? We’ll get to the bottom of all these questions so that you can start your own data strategy and know exactly what structured data looks like.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” admin_label=”Inhaltsverzeichnis” _builder_version=”4.16″ _module_preset=”default” background_color=”#e5e5e5″ background_image=”https:\/\/old.unaice.com\/wp-content\/uploads\/2021\/11\/table_of_contents_bg.png” background_size=”contain” background_position=”top_right” width=”80%” max_width=”800px” module_alignment=”center” min_height=”352px” custom_padding=”|75px||60px|false|false” custom_padding_tablet=”” custom_padding_phone=”|30px||30px|false|false” border_radii=”on|6px|6px|6px|6px” global_colors_info=”{}”][et_pb_row admin_label=”Table of contents” _builder_version=”4.16″ _module_preset=”default” module_alignment=”left” custom_margin=”||||false|false” custom_padding=”|||20px|false|false” border_color_all=”#7a7a7a” border_width_left=”2px” border_color_left=”#bfbfbf” border_style_left=”dashed” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”H2″ _builder_version=”4.16″ text_font=”||||||||” header_2_font=”|700|||||||” header_2_font_size=”30px” header_3_font=”|700|||||||” header_3_font_size=”30px” locked=”off” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Inhaltsverzeichnis” _builder_version=”4.19.4″ _module_preset=”default” text_text_color=”#000000″ background_layout=”dark” global_colors_info=”{}”]<\/p>\n Data optimization<\/b><\/a><\/p>\n Your data strategy (with or without uNaice)<\/b><\/a><\/p>\n Conclusion<\/b><\/a><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.18.0″ width=”100%” max_width=”800px” module_alignment=”center” custom_padding=”||4px|||” global_colors_info=”{}”][et_pb_row admin_label=”row” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” width=”100%” max_width=”800px” custom_padding=”||0px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Was ist eine Produktbeschreibung und welchen Zweck verfolgt sie?” module_id=”datenoptimierung” _builder_version=”4.20.2″ header_2_font=”|300|||||||” background_size=”initial” background_position=”top_left” background_repeat=”repeat” z_index_tablet=”500″ global_colors_info=”{}”]<\/p>\n <\/span>If you have never dealt with data and <\/span>Data management,<\/span><\/a> the first few months of the programme will probably be a bit confusing and disorientating for anyone who has already dealt with the subject. But don’t worry! In this article, we will show you step by step what it is all about and where the data journey should lead. First of all, let’s do a preliminary analysis to familiarise ourselves with the terms and the possibilities. <\/span><\/p>\n [\/et_pb_text][et_pb_text admin_label=”Was ist eine Produktbeschreibung und welchen Zweck verfolgt sie?” module_id=”aufwand” _builder_version=”4.19.4″ header_2_font=”|700|||||||” background_size=”initial” background_position=”top_left” background_repeat=”repeat” z_index_tablet=”500″ global_colors_info=”{}”]<\/p>\n Optimized product data is vital in e-commerce because it defines the buying behaviour of customers. For a long time now, people who are interested in buying have not relied on a single channel for shopping, but rather have explored the entire Internet, researching and consulting various sites before making a purchase. This is precisely why it is so important to have good product data available, so that meaningful information can both be displayed in detail and updated at any time. This is the only way to provide customers with effective added value, which ultimately enables them to decide between two products. A perfect conversion is always based on a good product description. It helps the buyer to understand whether the product meets all their expectations and if it is exactly the right product they were looking for. Buying the right product ultimately reduces the return rate, which is one of the biggest pain points in e-commerce.<\/span><\/p>\n Crucial information<\/i><\/b><\/p>\n Meaningful and detailed product and category information is crucial for the decision that customers make at the end of a shopping journey. So not only do they influence the visibility of products, give newsletters a personal touch or describe a product in a particularly appealing way \u2013 no, they can do much much more! And the basis for this is a well-organised data management. <\/span><\/p>\n [\/et_pb_text][et_pb_text admin_label=”Was ist eine Produktbeschreibung und welchen Zweck verfolgt sie?” module_id=”potenzial” _builder_version=”4.19.4″ header_2_font=”|700|||||||” background_size=”initial” background_position=”top_left” background_repeat=”repeat” z_index_tablet=”500″ global_colors_info=”{}”]<\/p>\n Another advantage of the data management: You can use the text robot<\/span><\/p>\n With well thought-out data management, you can also enjoy another advantage: You can use the text robot for automated text generation.<\/span><\/p>\n Because instead of finished texts, such as those required by an AI (or GPT-3), the text robot needs structured data. It is a rule-based system that is fundamentally different from heuristic AIs, which are fed by complete texts and “learn” with each application. <\/span><\/p>\n Fixed rule systems and exact specifications ensure that the text robot maintains certain patterns that always remain within the desired framework. A text generated automatically by the text robot requires neither proofreading nor quality assurance and never steps out of line, as can be the case with “meaningless” AI texts. <\/span><\/p>\n In addition, texts by the Textrobot respect the in-house wording as well as the CI and always address your target groups optimally. Logically, they also include the right SEO keywords for greater reach.<\/span><\/p>\n Important: The potential of your data goes far beyond the content department! You should not let it go to waste, but use it to your advantage. Thoughtful data optimisation polishes your data and is extremely important in this sense. <\/span><\/p>\n Don’t let the potential of your data go unused any longer!<\/i><\/b><\/p>\n [\/et_pb_text][et_pb_button button_url=”https:\/\/old.unaice.com\/data-robot\/” url_new_window=”on” button_text=”Harnessing the potential of my data” _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||0px||false|false” global_colors_info=”{}”][\/et_pb_button][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”row” module_id=”deine-datenstrategie” _builder_version=”4.19.4″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” width=”100%” max_width=”800px” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Was ist eine Produktbeschreibung und welchen Zweck verfolgt sie?” module_id=”produktbeschreibung-zweck” _builder_version=”4.23.4″ header_2_font=”|700|||||||” background_size=”initial” background_position=”top_left” background_repeat=”repeat” z_index_tablet=”500″ global_colors_info=”{}”]<\/p>\n An optimised data basis also influences: <\/span><\/p>\n The 5-step guide to a successful data strategy <\/span><\/p>\n Data management is a complex matter. With our 5-step guide, you can start strategically managing and optimising your data. <\/span>First of all, our most important tip: Get an overview of your data and familiarise yourself with it. <\/b><\/p>\n [\/et_pb_text][et_pb_accordion open_toggle_text_color=”gcid-12fd22ba-2652-40eb-974d-d643a229ca70″ open_toggle_background_color=”#e5e5e5″ closed_toggle_text_color=”gcid-a24e143b-63cc-4d11-92a2-8238dd0a0e1e” closed_toggle_background_color=”#e5e5e5″ icon_color=”gcid-12fd22ba-2652-40eb-974d-d643a229ca70″ module_id=”schritte” _builder_version=”4.24.0″ _module_preset=”default” toggle_text_color=”#000000″ toggle_level=”h3″ toggle_font=”|600|||||||” toggle_font_size=”20px” closed_toggle_font=”||||||||” closed_toggle_font_size=”20px” body_font=”||||||||” body_text_color=”#000000″ custom_padding=”20px|0px|20px|0px|true|true” hover_enabled=”0″ border_radii=”on|6px|6px|6px|6px” border_color_all=”#D6D6D6″ border_style_all=”outset” global_colors_info=”{%22gcid-12fd22ba-2652-40eb-974d-d643a229ca70%22:%91%22icon_color%22,%22open_toggle_text_color%22%93,%22gcid-a24e143b-63cc-4d11-92a2-8238dd0a0e1e%22:%91%22closed_toggle_text_color%22%93}” sticky_enabled=”0″][et_pb_accordion_item title=”Step 1 \u2013 What is your goal?” _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}” open=”on”]<\/p>\n Step 1 of a successful data strategy: <\/span><\/i> Therefore, you should first think about the problems, challenges and weaknesses of your e-Commerce shop. <\/span><\/p>\n Because one thing\u2019s for sure: What we want is high conversion rates. That\u2019s what our sole focus is on, not just on pretty data, engaging content or raised traffic. <\/span> <\/span><\/p>\n Most online retailers want the exact same thing: They simply want to be more successful with their online shop. A well thought out data management is a good opportunity to reach precisely that higher selling goal and set yourself apart from the competition while you\u2019re at it. <\/span><\/p>\n What does your input look like and how do you use it? <\/span><\/p>\n Sells improve through product data, for example. Category data on the other hand are able to raise the traffic to your site, which in turn will raise the conversion rate. Just as good for conversion is using data that optimize searches in your online shop. <\/span><\/p>\n In conclusion: Data is extremely important and can be used in a variety of ways But: <\/span><\/p>\n Where do you get your data from? <\/span><\/p>\n Manufacturers have a consistent data base to begin with \u2013 provided they run an e-commerce shop that sells products by various manufacturers. Most of the time, those manufacturers provide a lot of product data and are therefore a comprehensive source of the same. On the other hand, this is exactly why you don\u2019t have any control over the quality and number of data. <\/span><\/p>\n What can you do? Ideally, you use the <\/span>standardized data,<\/span>meaning all data that have the same data structure and therefore lead to a unification. This way, you can reach a sensible (meaning uniform) data collection which you can easily use for category pages etc. For example: You know how many colors are included in a category? Great! Use this info for your category page! <\/span><\/p>\n [\/et_pb_accordion_item][et_pb_accordion_item title=”Step 2 \u2013 Must-Have-Data” _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}” open=”off”]<\/p>\n Keep your final goal in mind at each step \u2013 raising the conversion rate. <\/span><\/p>\n Always create an interim balance sheet and question exactly which data sources you have, which sets of data you need to reach your goal, and how you can use them in a clever and profitable way. <\/span><\/p>\n Here\u2019s a little extra tip: Consult data experts \u2013 there\u2019s no harm in that and it can oftentimes be done internally in your company. Because clarity is key! The more information you have about your data, the better you can act strategically and place your next move skillfully. <\/span><\/p>\n Here is a list of all the data you absolutely need to reach your goal asap: <\/span><\/p>\n Among others,<\/span> the following are<\/span> Must-Haves when it comes to your data collection.<\/b><\/p>\n Or put differently: Structured data, so data that is unified across all products. Because data like this can be used not only once but in many different places, allowing you to create significant variance. <\/span><\/p>\n Nice-to-Have-Data<\/span><\/i><\/p>\n Aside from this Must-Have-Data, there is Nice-to-Have-Data, which is not mandatory but just a nice addition because it adds to the content here and there and can make product texts more appealing. <\/span><\/p>\n If this kind of data is not available, that’s not the end of the world as it is usually not worthwile to add them to an already existing data set. <\/span><\/p>\n If the price is not enough information, you need more information to reach a buying decision. To this end, enter the UPs of the products or categories.<\/span><\/p>\n You should always figure out which decisions your potential buyers have to make and which questions they are asking themselves before deciding for your product ahead of time. This way, you’ll find the information that’s actually relevant and decisive. <\/span><\/i><\/p>\n Semantic search engine<\/span><\/i><\/p>\n Customer satisfaction is also increased by the inclusion of a semantic search engine, which both simplifies and speeds up the search. <\/span> <\/span><\/p>\n Users do not search for categories, but usually (more or less consciously) search directly for the desired products via a semantic search.<\/span><\/p>\n What are the benefits of providing your customers with a data-based search function, i.e. a semantic search engine?<\/span><\/p>\n Easy: They decide to buy a product from your shop faster and<\/span> more<\/span> easily.<\/span><\/p>\n Example:<\/b><\/p>\n A customer is looking for a cheap, transparent phone case.<\/span><\/p>\n So her search request is clear: She wants a cheap, transparent phone case. <\/span><\/p>\n What she doesn’t want is:<\/span><\/p>\n <\/span> You’d be surprised at the number of online shops without a properly working search function \u2013 meaning a search function that would (unnecessarily) also show other products. The thing is: If customers can’t immediately find what they are looking for in an online shop, they are quick to switch to another to look around there. Boom! Without further ado. <\/span><\/p>\n Extra tip:<\/b> Integrate a semantic search engine<\/span> that decodes the semantic meaning of a search request<\/span> into your online shop. In turn, it will play out exactly those products that customers were actually looking for. <\/span><\/p>\n You want to learn more about semantic search? Then talk to one of our experts now! <\/a><\/b><\/p>\n [\/et_pb_accordion_item][et_pb_accordion_item title=”Step 3 \u2013 Place Data Correctly” _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}” open=”off”]<\/p>\n Once you have the right data inventory, next up is the right data set. Because information wants to be transferred comprehensively. <\/span><\/p>\n While it is relatively easy and catchy with cell phone cases, as these are terms that are used every day, it is not quite so self-explanatory in other cases. <\/span><\/p>\n Take the term “MDF”, for example. The abbreviation <\/span>MDF <\/b>stands for the German term<\/span> “Mitteldichte Faserplatte” or “Mitteldichte Holzfaserplatte”. Or in English, Medium Density Fiberboard. But who knows something like that? Most likely, only experts will know it is a specific material. <\/span><\/p>\n Everyone else who isn’t as knowledgeable in the field will first have to leave the page in order to find out about the material MDF. <\/span><\/p>\n It is highly probabale that users will find a different online shop that explains the material MDF in more detail during their search. <\/span><\/p>\n Don’t worry, the text robot is here to help<\/b><\/p>\n Thanks to the text robot, technical can be enriched by adding explanations that will either be played out with the term or instead of it (whichever you prefer) and always appear in the desired place for each product. That is exactly what the text robot specializes in: Creating clear, simple, and comprehensive texts. This way, you will always have texts in your online shop that are easy to understand and clear, so your customers are informed thoroughly and effectively. <\/span><\/p>\n [\/et_pb_accordion_item][et_pb_accordion_item title=”Step 4 – Is data optimization worthwhile?” open=”off” _builder_version=”4.24.0″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Data optimization \u2013 Is it useful for your business? What can you gain from it? What will data optimization cost now and in the forseeable future? It is best to calculate when your <\/span>ROI <\/b>will be reached and always keep an eye on your competition. Have your competitors already optimized their data? <\/span><\/p>\n One thing is clear: Data optimization can become expensive quickly. But if you can foresee that your ROI will begin half a year after your data optimization already, the whole thing does prove to be worthwhile! It is always better to focus on a medium long to long timespan. <\/span><\/p>\n Consider also that data might already be optimized. If not, you should definitely think about where to have them pimped quickly and cheaply. Moreover, remember you can optimize your data yourself, i.e., entirely without outsourcing. <\/span><\/p>\nContents<\/h2>\n
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Data optimization<\/h2>\n
Why the effort? What are the advantages of good data management, i.e. data optimisation?<\/span><\/h4>\n
What is the potential of your data? <\/span><\/h4>\n
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Your data strategy (with or without uNaice)<\/span><\/h3>\n
<\/span><\/i>Focus on your goal, not the data!<\/span><\/i><\/p>\n\n
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