Why is Enhanced Content Valuable?
As digital shelf shoppers increasingly demand a personalized and interactive experience, staying competitive means finding ways to provide a satisfying customer experience. What does that look like for ecommerce retailers?
According to Salsify’s 2021 Consumer Research Report, 31% of consumers cite “Not enough information or details provided” as the primary reason they didn’t buy a product online. In line with this call for more and better information, 45% of shoppers said “high quality images and detailed product descriptions” was one of the top three reasons they trust a product online. An astounding 51% of these consumers say they are very likely to buy when the content is personalized.
31% of consumers cite “Not enough information or details provided” as the primary reason they didn’t buy a product online.
45% of shoppers said “high quality images and detailed product descriptions” was one of the top three reasons they trust a product online.
51% of these consumers say they are very likely to buy when the content is personalized.
This data makes it clear that customers are after more. More images, more details, more options. The increase consumers crave is content. Ultimately, enhanced content proves to be a controllable purchase driver, increasing sales conversion, by meeting the needs of the target audience. While the ROI data seems to vary widely, PDPs with Enhanced Content drive 12%-36% more shopper conversions than those without.
What is Enhanced Content?
Enhanced content, also known as below the fold content, rich media, or the Amazon specific, A+ content, is additional product information that goes beyond basic descriptions. Ecommerce selling platforms all require specific information to gain a place on their digital shelf. Shoppers see quantity, size specifications, a general description, and an image or more. Remembering that the requirements of vendors are often a minimum can be useful as you strategize a more involved customer experience. They are the prerequisite to selling in their space but the opportunity for more is available.
An increase from core to enhanced content strives to keep customers on the page for longer, avoiding the need to leave a page to collect decision making information. The goal is a reduction in shopping cart abandonment. Keeping the customer on the page may mean not losing them to competing products appearing in search engine results or to distractions in general.
Extended, detailed, and personalized product descriptions, with in depth information about the brand are written methods of enhanced content. Brand content is an opportunity to develop an emotional connection with consumers and improve the possibility of a repeat customer. One of the values to brand related content is the ability to use it across your product line. The option to include detailed comparison charts, highlighting the benefits of your products, again reduces the consumers’ need to leave the page. Answers about competitor products are available at a glance.
If “A picture is worth a thousand words,” expanding the images for each product listing, adds to the shopping experience. This content provides more information on the visual aspects of your products but it is also a chance to demonstrate relative size as well as show additional or coordinating items in your product line though lifestyle images.
Similarly, videos provide a space to show the use of your merchandise in practice. This is a great way to display unique features or highlight specialized branding techniques. Making it easy for a customer to imagine owning and using your product is one way to appeal to the preference of an interactive shopping experience. These features satisfy the call for more and high quality content.
Creating below the fold space with targeted and personalized information is also an opportunity to improve Search Engine Optimization (SEO) for your products. It is always advantageous to appear early and on the first page of search results. The ability for shoppers to find you is the first step of digital shelf success. Visibility matters. Nearly a decade of research consistently shows that the Click Through Rate (CTR); how likely it is for a listing link to be followed, decreases with lower positioning in search results. Being on the second page is a conversion deterrent that content can help you avoid.
Specific, detailed, and accurate information through enhanced content increases the likelihood that your products will appear in searches that are genuinely relevant and attract your target audience. Bounce Rate; the percentage of customers who visit your site and leave without browsing other pages, information, or products; can be manipulated by providing personalized suggested products that appeal to your customer.
So, How do we get it?
Working with the content creation department here at Sitation is among the easiest ways to create the enhanced content that will drive your sales but also to explore solutions for how to easily make those additions to descriptions where your products are already being sold.
One of many advantages of a Product Information Management (PIM) tool is the ability to efficiently update and expand product content. Augmenting your single source of truth to include brand information and additional images which can be syndicated to each ecommerce channel you use is an optimization worth learning more about.