Let’s say you’re shopping for an extension cord. Sounds easy enough, right? But when you begin your online search, you soon realize there are hundreds of different extension cords out there. There are indoor cords, outdoor cords, black cords, yellow cords, as well as various lengths and wire gauges. Where do you begin? Well, if you’re shopping on a site that offers navigation and filtering features, you can simply click on the detailed specifications, or attributes, to narrow your search to the exact product you want.

1. Use Product Attributes to Help Lead
People Right to Your Products
Let’s say you’re shopping for an extension cord. Sounds easy enough, right? But when you
begin your online search, you soon realize there are hundreds of different extension cords out
there. There are indoor cords, outdoor cords, black cords, yellow cords, as well as various
lengths and wire gauges. Where do you begin? Well, if you’re shopping on a site that offers
navigation and filtering features, you can simply click on the detailed specifications, or
attributes, to narrow your search to the exact product you want. But, if you’re on a site that
only offers basic attribute information like color or length, you may find it’s more time-
consuming and frustrating to find your product.
Unfortunately, many buyers run into the second scenario more times than not because
businesses don’t provide customers all the relevant information available about their
products. Attributes define the uniqueness of a product, provide differentiation from similar
products and, many times, can make or break an online sale. If customers can’t determine by
your attribute information if your product is exactly what they’re looking for, then they’re
more apt to go elsewhere to make their purchase.
For B2B companies, attributes play an even bigger role in e-commerce success since,
typically, B2B products have lots of variations with many specifications and intricate details.
That’s why buyers need to know about all the important aspects of your products, such as its

2. physical and chemical properties, specific measurements and compatibility with other
products.
Attributes are key components that do more than just describe a product:
 They help customers compare like products by their differentiators
 They make on-site search and filtering possible
 They help increase SEO
The power to compare
By showing customers the different options for your products, they’re able to perform an
apples-to-apples comparison of the same products by different manufacturers or brands. Not
only do attribute-rich products give customers the ability to accurately compare items, they
also give them the power to make a truly informed decision. Buyers will chalk this up to a
great customer experience with you.
Internal site search benefits
Once customers are on your site, make sure they stay there by providing multiple ways to
find the product they want. First, make sure your site offers an intuitive search bar that gives
them the option to search by attribute keywords, product name, brand or even part number. In
other words, your site needs to be able to point customers to the exact product they want,
regardless of how they search for it.
Then, give them the ability to narrow their search with helpful filtering functionality. With
the proper attributes populated, customers can filter by specific specifications like length,
amperage or grade to find what they’re looking for more quickly and easily.
A boost to SEO
Robust content is the number-one driver of your search engine rankings. With better rankings
you get better online visibility and relevance. To help increase your SEO, incorporate product
attributes into your product titles and descriptions. Especially if you offer a number of similar
products, you don’t to use one general description because customers will have to click
through or scroll down a lengthy search results list before finding the actual product they
want. Instead, clearly describe the product in the title by including specific attributes like
color, size and wire gauge.
Bad product title: Non-Insulated Pin Terminal
Good product title: Non-Insulated Butted-Seam Pin Terminal, AVPT-001, Red, 16 to 14
AWG, 1000/Carton
Product attributes can make a significant impact on your e-commerce – from better visibility
and increased sales to a great customer experience – so go above and beyond the
manufacturer-provided specs and pull all the relevant information you can about your
products. If you feel your current data could use a boost, consider having an assessment done

3. by Unilog. As part of our attribute enrichment services, we run a report to determine your
attribute fill rates for all your products and then, based on our findings, we extract and fill in
any gaps. One of our clients, Airgas, Inc., reached out to us for help with their product data.
Click here to read their success story.