Prioritizing Product Attributes in Large e-Commerce Catalogs

Managing a catalog with tens of thousands of SKUs can be overwhelming, especially when deciding which product attributes to prioritize. This guide will help you determine how to prioritize attributes that have the greatest impact on search relevance, user experience, and business goals.

Step 1: Identify Foundational Attributes for Search Relevance

Start by prioritizing attributes that directly impact search relevance and filtering accuracy.

• Core Attributes: Make sure each SKU has complete category, brand, and product name details. These are the building blocks for search and filtering.
• Physical Attributes: Prioritize key attributes such as size, color, and material. Standardizing these attributes improves filter functionality and allows customers to quickly narrow down search results.

Step 2: Enhance Descriptive Attributes to Improve Engagement

Descriptive attributes are critical for engagement, particularly for categories with subjective qualities (e.g., apparel or beauty).

• Examples: Fit, style, scent, flavor, or pattern.
• Why They Matter: These attributes align products with customer preferences, making search results more relevant and personalized. For example, an “organic” descriptor for skincare aligns with specific customer values, increasing relevance and appeal.

Step 3: Focus on High-Value Attributes for Specialized Categories

If your catalog contains high-value or technical products (e.g., electronics or sports equipment), prioritize performance and functional attributes.

• Examples: Battery life, durability, water resistance, and compatibility.
• Why They Matter: Customers rely on these details to assess product suitability, particularly when comparing options. Accurate technical attributes build trust and support informed purchasing.

Step 4: Customize for Brand Values with Customer-Centric Attributes

Consider adding customer-centric attributes that align with customer values, such as eco-friendly or ethically sourced.

• Examples: Fair trade, cruelty-free, or customizable.
• Why They Matter: These attributes cater to customers’ values, creating brand loyalty and capturing niche market segments that prioritize ethical considerations.

Tips for Prioritization in Large Catalogs

• Audit Current Attributes: Identify gaps and inconsistencies in existing data.
• Evaluate Customer Behavior: Analyze internal search data to see which attributes are frequently used in search queries.
• Map to Business Goals: Align attribute prioritization with overarching business goals (e.g., improving search accuracy or expanding to new markets).

Effective attribute prioritization can significantly improve search relevance, engagement, and conversions in large catalogs. Focus on foundational core and physical attributes first, then enhance with descriptive and customer-centric attributes for a well-rounded, optimized catalog.