What Is Rich Product Content?
When shoppers click on a product listing, the first things they see are images and written copy. If either of these essential elements are lacking, this can break any trust that a potential customer has in your product. It is not enough to just insert basic information into your listings; to make them stand out, you must create rich product content.
Rich product content can include anything that sets your product listings apart from the competition. Too many listings contain single, pixelated photos that make it difficult to see their products in detail. Instead, many successful sellers include a series of high-quality images that showcase their products from multiple angles. Even better, are 360-degree spin models that allow shoppers to view products at their own pace. Another great asset is product video, which can be effectively used to tell a product or brand story.
The Importance of Rich Product Content
Rich product content enhances a product listing in just about every way. Instead of simply stating basic facts, rich content engages customers and connects them to your products. Your listing must tell a story about its product, appealing to shoppers’ emotions by using descriptive language, attractive imagery and immersive videos. The goal here is to convince the viewer that buying your product will improve their life.
This all helps to make your product listings stand out on the digital shelf, increasing their traffic and overall sales. Of course, this ultimately leads to increased revenue and market share for you, the brand or retailer selling these products, which is the ultimate goal for any business.
How to Enrich Your Product Content
Let’s break rich product content up into two essential elements:
Written Copy
To write effective product copy, you must know who will be reading it. For example, if you are selling activewear, you will probably want to address a younger demographic who plays sports or is serious about their health.
When you know who your audience is, you want your copy to maintain a distinct voice and a consistent tone. Let your writers inject their own personality or humor into the words, as long as it suits your company image and target audience. Niche words that only your customers would understand is another powerful tool. Conversational, personalized copy can make customers feel connected with your product listings and build trust in your brand.
If your product copy does not catch the attention of shoppers within seconds, they may be inclined to move on. To avoid this from happening, your listings must be brief but effective, using the right keywords without any filler.
Another key reason to use powerful keywords is for SEO, or search engine optimization. Use the most popular keywords to appeal to Google’s algorithm and get higher positions in search results.
Imagery
Image capturing is a deceptively simple process that requires proper equipment, setup and post-production to get a professional look. Customers need to know what products look like inside and outside their boxes, their measurements and their applicability in everyday life. Taking the shopper’s mindset when producing product imagery is a great way to maximize its effectiveness.
As effectively as quality images can be, they only give a one-directional view of the product. When shopping online, customers are not able to examine or touch the product to understand its features. 3D product photography and CGI effectively eliminate this issue by showing a product from all angles. Websites now offer interactive models that allow customers to rotate, drag, change, resize and even see products in motion, all using their mouse or touchscreen. This functionality gives customers everything they need to make a purchasing decision.
Lastly, we can’t forget about video. While product images can give them a good idea of what they’re buying, many consumers agree that watching product videos is a far more engaging experience. According to DemoDuck, conversion on product pages with video content was found to be 160 percent higher than normal.
Every video you create must give its watchers valuable insight into your product or brand. Good topics include how-to-use guides, assembly or installation guides, storytelling videos and customer testimonials. These go a long way in connecting customers with your product listings.
How Tulfa Can Help
The fact of the matter is, some sellers simply don’t have the resources to product quality content, especially during these trying times. This is where dedicated content agencies, like Tulfa, come in.
We’re here to help. Shoot us an email or reach out to us on social media. As one of ecommerce’s leading content providers, we make sure customers notice your products. Check out our services for more information and a free sample of our work.
