Anatomy of Enhanced Content

Video Transcript

At content26, we know product pages better than anyone in the world. Our enhanced content increases conversion and customer satisfaction, decreases return rates and bad reviews, and gives your customers the information they need at the most crucial part of their buying decision.

Enhanced content can look different from retailer to retailer, but the main components stay largely the same. Each page has an introduction, bolded headers, supporting paragraphs, a list of product highlights, and a section describing exactly what the customer will receive when they order.

Each element of the enhanced product page addresses a different kind of reader. Some customers will skim until they get the information they want. Detail-oriented readers will read every word to find what they need, while images serve those who learn visually.

But let’s start from the beginning.

The introduction sums up your product’s leading features, connecting them briefly to their chief benefits. It ensures that your product’s best qualities are front and center, easy to find by interested customers.

The product highlights list, sometimes known as At a Glance, gives the reader the most important, most basic information about your product in an easy-to-digest form.

Telling customers exactly what they’ll receive if they buy your item is one of the most crucial elements of an enhanced product page. Amazon and Target call it What’s in the Box. Other retailers such as Walmart refer to it as Package Contents. When this information is clear and easy to find, customers less likely to leave a bad review–and it reduces return rates too.

Headers let customers know what each paragraph is about by highlighting the best feature and benefit mentioned. The paragraphs below the headers dive deeper into your product’s information, giving more invested customers the details, specs, features, and benefits they need to make an informed purchase.

Clear, high-resolution images are just as important as words in a product page, as they let shoppers “experience” your product. In addition to product shots, enhanced content should also include lifestyle images, which show your product in use, helping customers better picture how it will fit into their lives.

Logos and other branding elements are also key, as they quickly tell the customer what they’re looking at. They can also reinforce your messaging and identity, even on another retailer’s site.

Some retailers also allow Product Comparison Charts, which let you cross sell and suggest related products. A comparison chart’s main purpose is to tell customers at a glance where your product fits in with your company’s offerings, guiding them closer to the right choice for them.

Together, these elements create an enhanced product page that will give your customers the information they need when they’re ready to make a decision.

Two out of three shoppers say they’ve abandoned a sale because they couldn’t get the information they felt was necessary. With enhanced product pages from content26, your customers will have what they need when they need it–and be able to confidently click “Buy.”