How to improve your product card and increase conversion

Why the Product Page Decides Everything

The product page is not just a catalog element. It's the point where the customer makes the final decision. Even if the website looks modern, the navigation is convenient, and the delivery terms are clear, it is the product page that determines whether the client gains confidence to purchase.

The user arrives at the product page already with questions: will the product suit their task, what's included, are there any nuances in the specifications, is the product compatible with what they already have.

If the answers aren't found immediately, doubt arises. And doubt almost always leads to leaving, even if the price is lower than competitors'.

A good product page dispels these doubts before the person even formulates them. It creates a feeling of completeness and clarity, allowing them to gather all the necessary understanding about the product without switching to other sites. Therefore, a well-developed product page is one of the most powerful and underestimated conversion growth tools.

What Does "Improving the Product Page" Mean

Improving a product page starts with filling it with complete, clear, and coherent content. The customer should see not just a product description, but the entire context around it. The more useful information they get immediately, the faster they make a purchase decision.

Content should be understood not only as direct information about the product: specifications, photos, description. The indirect "wrapping" is also important—that very infrastructure around the product that shows the buyer that the store can fulfill their entire request.

These are horizontal connections: accessories, consumables, compatible models, analogs, kits, interfacing elements. They create a feeling of assortment completeness and build confidence that the customer will find everything they need here.

User-generated content (UGC) deserves special mention — reviews, customer photos, usage examples. This is a strong trust factor, especially in complex categories. But this is a separate direction, and within this article, we will only mention it briefly: UGC helps enhance the perception of the page but does not replace the basic structural content.

Content as a Trust Factor

Content on the product page shouldn't just inform. It must build trust. And the first rule is simple: any product information must be absolutely real. Not "approximate," not "similar," not "average for the line."

In e-commerce, there is nothing worse than trying to fill a void with invented details or partially correct data. It's better to show less, but accurately, than more, but with a risk of error.

The next important point is terminology. The store must speak the language of its category: correct technical terms, uniform description of specifications, consistent presentation style within the catalog. When a buyer sees that the store masters the terminology and accurately understands the product's features, it automatically increases trust. This feeling cannot be faked: it either exists or it doesn't.

Expert comments enhance the effect. This could be an opinion from a company employee, a specialist's review, or a short note on usage nuances. The buyer perceives this as a signal that the store understands the product on a deeper level than just "selling." And that in case of need, they will receive competent help even after the purchase.

But trust is easily lost. An error in horizontal connections—when an accessory doesn't fit or products are mistakenly grouped into one series—immediately reveals that the content is managed carelessly. The same goes for photos. If the photo doesn't match the actual product, which often happens, for example, with laptop or smartphone lineups—the customer will notice instantly.

One incorrect photo of a port, button, or case shade is enough for conversion to drop.

The bottom line is simple: content must be honest, accurate, and unambiguous. It's better to under-promise than over-promise. Trust on the product page is built not by the quantity of information, but by its quality and accuracy.

The Problem of Content Chaos (What the Market Looks Like)

In small stores, chaos is almost unnoticeable. When the assortment is limited, and the owner or one employee controls every page, it seems everything is under control: descriptions are written, photos are uploaded, filters work, the structure is clear. And indeed, at the start, a business can manually monitor content quality.

But as the store grows, the situation changes radically. The more products are added to the catalog, the more the owner or team is busy with operational tasks, the wider the lineups and categories become, the faster the content starts to "fall apart." And this happens not because someone is doing a bad job.

It happens because the entire market of product content is inherently chaotic.

Every supplier describes products differently. Every brand uses its own terminology. Specifications are named differently than competitors'. The same port can be "USB A", "USB port", "USB connector", or "USB plug". Some suppliers specify package contents, others don't. Some provide ten specifications, some two. And some even upload products without a description.

When such content enters a store's catalog, it inevitably leads to a number of problems:

It's important to understand: the client studies the product in micro-detail because they are buying a specific product, not the entire catalog. The store, however, looks at the matrix from above and may not notice minor distortions. But it is these distortions that destroy trust. One error in a specification or one wrong photo is enough for a person to leave.

Business growth always leads to growth in chaos. This is not a failure, but a property of the market. And only systems capable of structuring this chaos and maintaining order allow scaling the catalog without loss of quality.

How NotPIM Helps Bring the Product Page to Order

The main difficulty in e-commerce is not collecting content, but keeping it in order. This is exactly where NotPIM takes over what is practically impossible to do manually when scaling a catalog.

NotPIM aggregates data from any sources: suppliers, brands, distributors, open databases, internal client price lists. All this data is initially heterogeneous, contradictory, and structurally incompatible. The system cleans, aligns, and normalizes it, turning market chaos into a single, clean, and structured content flow.

Each product goes through several processing levels: bringing specifications to a unified format, correcting errors, selecting and verifying photos, eliminating duplicates, unifying terminology. As a result, the store receives data completely ready for use, tailored to its catalog structure, its templates, and its CMS.

An important part of the work is enrichment. If a supplier lacks specifications or details, NotPIM automatically finds additional information from other sources. This allows forming a product page that surpasses any single price list in completeness.

And most importantly: content is stored in NotPIM independently of the website. The CMS changes, the catalog structure, design, language, regional version—the content remains intact, clean, and complete. This turns NotPIM not just into a processing tool, but into a fundamental content infrastructure for the store.

Horizontal Connections: Why They Are Needed and How They Increase Conversion

Horizontal connections are a full-fledged architecture around the product that helps the buyer not just see the item, but assemble a complete order from it. This system includes:

• accessories;

• analogs and interchangeable models;

• consumables;

• spare parts;

• products from the same lineup or collection;

• elements of the same technological ecosystem;

• different groups of compatible devices.

Each connection has its own logic. Some are directional: a product can be a spare part for another, but the reverse correspondence doesn't exist. Others are interchangeable: analogs or models with different modifications. Together, this forms a holistic view of the product and helps the buyer understand not only what they are buying, but also how the product will work in their system.

Well-configured horizontal connections significantly increase conversion. When the store shows not only the product itself but everything required for it: additional elements, consumables, related products, suitable modifications—the customer forms an order faster and more confidently. They see that the store can fulfill their entire request, not just sell a single item.

The highest form of developing horizontal connections is a smart cart. It analyzes the composition of added items and suggests what is compatible, what might be missing, what to pay attention to. This is not an attempt to "upsell," but a way to protect the customer from error. Such mechanisms sharply increase trust, especially in complex categories.

Horizontal connections also become the basis for configurators—tools that allow the client to assemble a complex system online: from computer builds to engineering solutions and household constructions. Configurators attract traffic, retain users, and turn the store into an expert center.

How to Build the Perfect Product Page with NotPIM

Building the perfect product page starts not with descriptions and photos, but with the correct organization of the data flow. It's crucial that the store can pass to the system everything it has, and NotPIM can collect, structure, and return it as ready, clean, and complete content.

The process looks like this.

1. The store provides links or data to supplier content sources.

These can be files, feeds, links to price lists, APIs, or even supplier websites. The main thing is to give the system access to what forms the basis of the assortment.

2. The store provides its own data sample — how it wants to see the products.

This can be an export from the CMS, an Excel file, a JSON structure, any form of representation. NotPIM doesn't require a standard: the task is to understand the client's structure and take it as the benchmark.

3. NotPIM aggregates and merges the data.

The system matches supplier data with the store's sample, normalizes specifications, resolves terminology conflicts, corrects errors, eliminates duplicates, and brings everything to a single standard.

4. The result is delivered in the store's format.

The finished content is returned to the client exactly in the form needed for their CMS: category structure, specification format, terms, photos adapted to their template. Essentially, the store receives its own "ideal content," created from disparate sources.

5. Connection on a regular basis.

All that remains for the store is to connect this flow to the website. Most CMSs can already accept such data, so integration is usually simple: regular import, API, or file feed.

6. Possibility of enrichment on top of existing content.

If the store lacks something—specifications, photos, compatibilities—NotPIM can supplement the page with data from other sources. The client themselves chooses which fields they need. The main condition is that the CMS can accept them, which is almost always possible today.

As a result, the store gets stable, complete, and trust-building content that scales automatically and doesn't require manual support.

Conclusion

In modern e-commerce, the purchase decision is most often formed on the product page. This is where the main contact between the client and the product happens, and it is here that the store either builds trust or loses it. Under conditions where competition has grown and the assortment has expanded to tens of thousands of items, a high-quality product page has become not an advantage, but a necessity.

Before NotPIM, content management was a complex and costly task. Stores had to manually bring data into order, constantly correct supplier errors, monitor the structure of specifications, and update pages with every assortment change. This took a huge amount of resources, and maintaining order during catalog growth was almost impossible.

NotPIM makes this process accessible to any store—from small to large. We take on all the chaos of incoming data, structure it, and return to the store maximally accurate, uniform, and ready-to-use content. The pages become complete, understandable, and neat. And the store gets what previously only teams with large budgets could achieve.

The result is simple: pages start working as a point of confident choice. Conversion grows, the number of errors falls, and the client sees a store that can be trusted.

Come to NotPIM — we will help your content become a strong side of your business.