With online shopping continuing to take prevalence into 2021, developing your product pages with enriched content is more important than ever to capture the imagination of your shopper and increase your discoverability. Creating a winning product page can be challenging, and with online sales doubling to +117% in 2020 compared to 2019, we have seen more and more retailers developing their online capabilities (Nielsen, 2020).
So, how can you create a rich online shopping experience for your shopper? Nielsen Brandbank has put together a simple checklist to ensure you have a winning product page ready for the year ahead:
ENGAGE YOUR SHOPPER
Featuring enriched content on your pages is a great way to not only inform your shopper about the key elements of a product, but also create a story and image around it too. Presenting in-depth copy to the shopper can develop the association and emotion the shopper has with the product or brand, which you can evolve over time.
MAKE IT INTERACTIVE
Shoppers shop online for convenience, but in turn lose the interaction with the product as they would in-store. Make your product pages interactive with additional features such as 360 product tours and product videos to ensure that they are enticed from the start of their shopping discovery.
EDUCATE THE SHOPPER
Product comparison tables are a great feature to save time for your shopper, and provide all the information they need to make an informed buying decision in one place. This reduces the chance of your shopper browsing across multiple retailers – make sure their shopper journey starts and ends with you!
CAPTURE YOUR SHOPPER
Using enriched content can allow your products to stand out from the rest – capture your shopper with lifestyle imagery and comparison charts to show that your product is the best option for the shopper.
SIMPLIFY THE PATH TO PURCHASE
With more than half of internet shopping taking place on a mobile device, efficiency and ease of shopping is a key factor in increasing your conversion. Draw out key benefits and information for your shopper, and make sure your product pages are optimised to allow for quick and easy purchasing.
Need more inspiration? Take a look at our video below as a quick guide to enhancing your product pages.
Are you interested in enriching your product pages? Register your interest below.