E-commerce businesses in India are in constant competition with each other, making it crucial to gain a competitive edge. This is where an e-commerce marketing agency India can be a valuable asset. The schema markup is one such powerful tool, often overlooked, that can help you achieve this.
On 20 February 2024, Google added structured data support for product variation. This update comes as a relief to many e-commerce brands, as it will allow displaying a wider range of products directly in the search results. This new feature allows businesses to provide more detailed information about their products, enhancing the visibility and appeal of their various offerings to different potential customers. Let us understand in detail the benefits of implementing this product variant structured data.
Benefits of implementing product variant structured data
The implementation of this new structured data for different products ensures advantages to both e-commerce businesses and users in the following ways:
- Enhanced visibility: With the new product option markup, businesses can display additional details, such as color, sizes, styles, and other product details. This enhanced visibility makes it easier for customers to find the exact product they are looking for, increasing the click-through rate and overall visibility. Earlier, before these changes, there was no easy way to differentiate product variants within product markup.
- Increased conversions: Providing detailed product options directly in the search results shall streamline the shopping experience for customers. This new product markup shall allow users to see if their preferred color, size, or style is available without having to visit their website. This simple convenience will lead to a higher conversion rate as customers are more likely to make a purchase when they find exactly what they are looking for.
- Better user experience: The product option markup creates a seamless user experience by presenting detailed product information right from the search result page. Customers can make informed decisions without navigating through multiple pages, resulting in a more user-friendly experience.
- Improved click-through rates: The new product markup businesses can attract more clicks from different users. A customer might be more inclined to click on a search result that displays the available options.
- Competitive advantage: Implementing product option markup shall put your e-commerce business ahead of the competition. You can ensure that you stand ahead of the competition.
- Increased brand visibility: The increased visibility can help build brand recognition and trust among potential customers.
Product variant structured data
In order to implement the new markup, sites need to use the Schema.org ProductGroup type and these associated properties:
- hasVarient: This is used to nest product variants under the corresponding “parent” ProductGroup.
- variesBy: This property lists the characteristics that differentiate the variants eg size, or color.
- productGroupID: This property serves as the unique identifier that marks the “parent SKU” of the ProductGroup.
It is important to remember that only valid structured data is eligible for inclusion in Google’s search results. However, the valid structured data does not guarantee Google will display the page as a rich snippet.
The new product option markup offers a range of benefits for e-commerce businesses. Implementing this feature, e-commerce businesses can optimize their product listing and provide a more engaging shopping experience for customers, ultimately ensuring business growth.
