Customers are increasingly discerning. Before making a purchase, they would look for reviews, understand the product specifications, and compare it with similar ones.
Product attributes form the foundation to this. They convince shoppers and help them make well-informed decisions.
In this article, you'll discover practical ways to use it in marketing and across the customer journey to increase product visibility and conversions.
What Are Product Attributes?
Product attributes are the specific characteristics that define and distinguish a product.
These attributes serve as the digital DNA of an item, communicating its unique qualities, product benefits, and value proposition to potential customers.
Product attributes can be physical and non-physical, encompassing a wide range of details that paint a comprehensive picture of what a shopper can expect from a product.
Tangible vs intangible product attributes
Tangible product attributes are the physical attributes that you can see, feel, hear, or smell. Some examples of tangible attributes include size, color, weight, and dimensions.
Intangible product attributes are non-physical attributes. They can be subjective and are based on how a user feels or perceives the product. Examples of intangible attributes include quality, brand reputation, and perceived value.
Product attributes vs product features vs product benefits
Product attributes are the factual characteristics and properties of a product, such as size, color, material, weight, and SKU. These are objective details that define what a product is.
Product features describe what a product does or how it functions. For example, a pair of running shoes may have shock-absorbing soles, a smartphone may include a night mode camera, and a vacuum cleaner may be cordless.
Product benefits are the positive outcomes customers experience from using the product. They are more subjective and depend on the target audience is. For example, a laptop with a high-speed processor can provide faster performance for gamers or benefit engineers by enabling quicker data processing or simulations.
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Example of product attributes
- Name - The unique identifier or title of a product used for branding and recognition. Example: IKEA EKTORP Sofa
- Stock Keeping Unit (SKU) - A unique alphanumeric code assigned to track inventory and sales. Example: SOF-EKT-3S-BLK
- Color - The visual shade or hue of a product, often influencing purchase decisions. Example: Midnight Blue Denim Jacket
- Weight - The mass of the product, which can impact shipping, handling, and usability. Example: 12kg for a solid wood dining chair
- Size or dimensions - The measurements (height, width, depth) defining the product’s physical space. Example: 80 x 35 x 30 cm for a compact bedside table
- Materials used - The raw components that make up a product, affecting durability and quality. Example: 100% full-grain leather for a designer handbag
- Design features - Specific aesthetic or functional elements that enhance the product’s appeal. Example: Adjustable lumbar support for an ergonomic office chair
- Country of origin - The place where the product is manufactured, often influencing consumer perception. Example: Made in Italy for a luxury cashmere sweater
- Price - The cost of the product, which plays a major role in consumer decision-making. Example: $1,299 for a sectional sofa
- Warranty or guarantee - The coverage or promise provided by the manufacturer for repairs or replacement. Example: 5-year warranty on a solid wood dining table
Tip: Use Hypotenuse AI’s product data enrichment software to automatically enrich and standardize your product attributes.
How To Use Product Attributes In Marketing
Product descriptions
A well-crafted product description highlights key attributes while making the product more appealing to customers.
Use product attributes in product descriptions by:
- Incorporating key attributes naturally in descriptions to inform and persuade buyers.
- Identifying and using product attributes that resonate most with your target customers (refer to customer feedback and reviews)
- Focusing on both factual details (size, material, features) and benefits (how it improves the customer’s life).
- Using bullet points for easy readability and quick scanning.
Tip: Use Hypotenuse AI’s product description generator to create high-quality product content in bulk.
Product images
Images visually reinforce product attributes, helping customers understand color, texture, size, and features at a glance.
Use product attributes in product images by:
- Showcasing different angles to highlight design elements.
- Using close-up shots to emphasize material quality (e.g., leather texture, fabric weave).
- Including size comparison images to give customers a better sense of scale.
- Using lifestyle images to convey how the product fits into real-world scenarios.
Tip: Hypotenuse AI’s batch image editor can help you change backgrounds, increase resolution and generate studio quality lifestyle backgrounds that naturally accommodate your product.
Product marketing materials
Product attributes should be consistently used in ads, brochures, email campaigns, and landing pages to create a unified message.
Use product attributes in product marketing materials by:
- Emphasizing key selling points such as "lightweight, water-resistant, and stylish.” in social media ads
- Using clear attribute-based callouts (e.g., "Made with sustainable bamboo for eco-conscious living") in brochures
- Personalizing product recommendations based on attributes (e.g., "Looking for a breathable summer jacket? Check out our 100% cotton collection!") in email marketing
How product attributes improve the user experience
Product attributes play a crucial role in enhancing user experience by making it easier for customers to find, compare, and choose the right products. By leveraging structured product attributes, businesses can improve searchability, offer better recommendations, and create personalized shopping experiences. Here’s how:
Search bar
A smart search bar improves accuracy by using product attributes to interpret queries. Instead of matching broad keywords, it identifies attributes like fabric, brand, or fit to show precise results.
For example, searching "cotton summer dress" prioritizes dresses where material = cotton and style = summer dress, rather than any dress with "cotton" in the description.
Autocomplete also benefits from attributes, suggesting sizes, patterns, or sleeve lengths as users type, making product discovery faster and more intuitive.
Product recommendations
Smart product recommendations rely on product attributes to suggest the most relevant items to customers.
These recommendations can be based on similar attributes (e.g., size, material, brand) or complementary attributes (e.g., suggesting a laptop case when purchasing a laptop).
For example, if a customer is viewing a lightweight running shoe, the website can recommend other shoes with similar weight and cushioning attributes or matching activewear to create a complete outfit.
This enhances the shopping experience by making it more intuitive and personalized, leading to increased engagement and sales.
Personalized product feed
A personalized product feed tailors the shopping experience based on a user’s preferences, browsing history, and past purchases. By analyzing attributes of previously viewed or purchased products, ecommerce platforms can dynamically curate a feed of products that match a customer’s interests.
For example, if a customer frequently browses wooden dining tables, their homepage or app feed will prioritize similar tables based on material (wood), shape (rectangular/round), and price range.
This level of personalization helps users discover relevant products faster, reducing decision fatigue and improving overall satisfaction.
Product Attributes FAQ
Why do product attributes matter?
Product attributes help customers find, compare, and choose the right products by providing essential details like size, material, color, and price. They improve search accuracy, enable better product recommendations, boost SEO, and reduce returns by setting clear expectations, ultimately enhancing user experience and driving sales.
How can I optimize product attributes for better marketing?
Consider the following strategies:
- Conduct thorough market research using social listening tools to discover what customers are saying about products in your niche.
- Create a comprehensive and well-organized attribute list, covering all relevant product categories.
- Implement a Product Information Management (PIM) system to centralize and streamline product data management across multiple platforms and marketplaces.
- Analyze customer reviews to identify areas for improving product descriptions and attributes.
- Study competitor product information to identify opportunities for differentiation and improvement.
By optimizing product attributes in bulk, you can provide better quality data and deliver an enhanced shopping experience for your customers, ultimately leading to increased conversions and improved SEO performance.
Conclusion
By leveraging product attributes effectively in your ecommerce marketing strategy, you can significantly boost conversions and improve your SEO performance.
Remember to highlight key attributes in product titles, descriptions, and metadata. Use attributes to create targeted landing pages, personalized product recommendations, and dynamic ad campaigns. Implement structured data markup to enhance search visibility.
With a systematic strategy across your marketing efforts, you'll be well-positioned to stand out in a crowded ecommerce landscape, attract more qualified traffic, and ultimately drive more sales for your online store.
