Rich content 2023: examples and best practices

Online customers can’t get their hands on a product, so the best way to show its benefits and build the right expectations is to create interactive content. One or two photos and a short block of technical specifications are not enough to meet the client’s needs. Customers are becoming more demanding, especially while your competitors use rich content and design their product cards as mini-presentations.

In this article, we share the trends for 2023 as well as the best practices for presenting the product on the vendor’s website. And also, we’ll give some useful tips for optimizing the work with content on retail partners’ websites.

Content sells

If you want to increase sales, prepare a quality product description. In addition to the technical data needed for decision-making, online customers also need other useful information about the product. Describe use cases, benefits, and unique features; address the customer’s pain points; and offer a turnkey solution. Content needs to be readable and easy to follow, so attention-grabbing headlines, emphasis in text, and bullet lists come in handy.

Tell about your values

Show the values of your brand. Environmental friendliness or social responsibility, quality assurance, using organic components, or maintaining good working conditions in your company — all this can be integrated into the product card.

Not just a picture — a whole gallery of high-quality and informative photos

The potential buyer should have a complete impression of the product — as if he could carefully examine it in the store. Therefore, the photos should be large, high-quality, and have a high resolution. To evoke positive emotions and focus on the benefits and features of products, brands post stylish photos from different angles, and add different use cases and close-ups of important details.

The photo is good. The video is even better!

Video allows you to present the benefits of products from different categories: electronics, household appliances, toys, clothing, etc. Demonstrate how, where, and when your product can be useful. Display the product’s convenience and stylish design.

Visual 3D product review

Online customers can’t hold the product in their hands, but with this option, a similar effect can be achieved. Let the buyer see the product from all angles using a special software solution.

Interactive content — everyone loves to play

Engage the client in interacting with the content. You can use the following tips:

• interactive dots that present the features or benefits of the product after clicking on them;
• sliders demonstrating certain changes in the product or features of use;
• changing the product color and other options.

Use augmented reality to increase sales

Daymon Interactions analysts found that 71% of customers are ready to repeat purchases in online stores that have implemented AR technology. Such interactive interaction can capture the user’s attention for a long time as it provides an immersive experience. First and foremost, trying on a new dress or lipstick from the comfort of your living room or assessing how a new dining table fits into the kitchen decor, is enjoyable! And secondly, this tool helps not only to increase sales but also to reduce the return percentage when a product doesn’t meet the customer’s expectations.

Extended descriptions, high-quality photo galleries, and video content, as well as other features suitable for presenting your product online, are important to use not only on the brand’s website but also on retailers’ websites. And then a new task arises. You need to make sure that the rich content in which your team has invested so much time and effort is also present among partners.

The good news is that you don’t have to visit each product card by yourself to check it out. Automated content analysis from Pricer24 will handle this task.

We’ll tell how our service helps brands analyze the content on partner product pages in the next article.