What is Product Content Orchestration?

Product content orchestration is the harmonization of the people, systems and product assets required to sell successfully across every channel. This is your guide to create and distribute content that makes an impact.

As omnichannel commerce continues to grow and evolve, one item has never been more true: the buyer is in control of their shopping journey.

To convert more shoppers into buyers, quality product content is a given. Getting there, however, is rarely a straight line. Every single component on an e-commerce product detail page (PDP) requires multiple steps, teams, approvals and much more.

When product content is orchestrated comprehensively, a brand ensures that every step of its product content journey is efficient, accurate and relevant; resulting in e-commerce PDPs that are primed for conversion.

What Makes for a High-Quality PDP?

In addition to price, when consumers arrive at a product detail page, product descriptions, imagery and reviews overwhelmingly play the biggest roles in encouraging users to engage and ultimately convert.

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More than 1 out of every 2 shoppers reported that poor quality (or lack of) product descriptions is reason enough to leave a PDP.

of shoppers state that product image quality & quantity positively impact their purchasing decisions.

Conversion lift for consumers who interact with Ratings & Reviews compared to those who don’t.

Unsurprisingly, these product content pieces are foundational in the buyer journey. Oftentimes, however, brands and suppliers become overwhelmed by how many steps are required to get to that foundational step.