73% of consumers cite detailed product content as a key factor when searching for and selecting products online, according to a UPS and comScore study. The challenge for today’s brands? They have just seconds to shine on the digital shelf.
Product pages that have descriptive and complete content are becoming increasingly important in order to engage and convert shoppers. But creating great product content is no simple task.
Despite the benefits, it can be costly to enhance product page content, not to mention time-consuming, so it’s vital to understand where you’ll get the biggest bang for your buck.
Average sales lift related to change in product content
At Profitero, we analyzed more than 5,400 products on Amazon during a recent three-month period to identify what impact content changes have on sales performance. What we found is that improving content below the fold (also known as A+ or enhanced content) can result in a significant sales increase:
Adding video increases sales an average of 55%
Adding more images lifts sales an average of 23%
Adding enhanced or A+ content results in a 8% average sales lift
Some brands can achieve even bigger results. For example, one Profitero customer—a global CPG company—aggressively improved its Amazon content during a five-month period in 2017. It boosted its products with A+ content from 35% to 47%, nearly doubled the number of products with video from 28% to 45%, and added an average of one more image per product.
The result? The company grew sales on the items 66% faster than the category.
Without great basic content, your online initiatives could be dead in the water before you even begin. Having great basic “above the fold” content — i.e. product title, image and description — is the bare-bones minimum to selling online.
Strategically invest where it matters most
Beyond the basics, you should strategically invest to enhance content where you can get the biggest bang for your buck. This generally means adding rich media like videos, increasing your image count, and adding or improving A+/enhanced product content.
Monitor, manage and syndicate product content
Top-performing brands usually have a systematic way of monitoring, managing, refining and syndicating product content to retailer sites. Many successful brands are increasingly utilizing services and content management tools to ensure the development and distribution of high-quality assets becomes a continuous process.
Adapt content for mobile and voice selling
Mobile and voice technology are changing the way consumers shop. This has huge implications for brand manufacturers in terms of optimizing product content across multiple platforms to ensure consumers have a good online brand experience regardless of the way they choose to shop.
Anticipate what’s next
Rapid advancements in technology and a never-ending quest to improve the shopper experience means digital product content will continue to evolve. Make sure you stay ahead of the curve on the latest technologies and enablers. Given the fluid and dynamic nature of eCommerce, it’s anyone’s guess what’s next on the horizon.