The Role of Interactive Content on Product Detail Pages
Consumers are most impacted by the things that they can see, touch, feel and understand. E-commerce businesses often lose out on customers if they cannot provide the same effect that brick and mortar stores do with their products. This is where providing a rich consumer experience plays a crucial role that engages their sensibilities.
To make consumers feel that they understand the product and resonate with the brand, the product story plays an important role in enriching the customer experience with interactive content that not only provides information but inspires and engages with the customers.
Bridging the product discovery gap with a compelling product story
The product story is the process of enlightening the consumer about the product and assisting them with making informed purchase decisions. It consists of content such as lifestyle images, warranty, and guarantee information, demo videos, product specifications, customer reviews, and any other information that the customer may need to know about a particular product. A complete product story helps bridge the product discovery gap — which happens when the information on the product page is inadequate and the customer still has queries and is unable to move ahead with the purchase. To understand the product discovery gap, retailers must think of their products from the customers’ perspective — what can be perceived with the product information and what sentiments are felt while browsing through the product page, etc.
This gap can be closed be enhancing hero images and other aspects with rich media content which is both informative and exciting. This further encourages users to interact and learn more about the products a retailer has to offer.
The difference between basic content and interactive content
Basic content consists of standard product information that is unengaging such as SKU data or price. The text is often formatted plainly and with limited images, there is no engagement and interaction with the customer. The customers only absorb information passively if they stay on the product page. Interactive content engages the user because the information provided is based on the user feedback. Consumers are rewarded with engaging and informative experiences for clicking and exploring the page. This rich media content then educates the user as a salesperson and accelerates their purchase decision.
There are certain expectations about product pages that customers have that need to be met before they can make a purchase. Shoppers need to see three or more images while shopping online and 86% need to read at least three user reviews before making a purchasing decision.
User engagement matters
At present, the lack of engaging content is a weakness for brands and retailers. While they spend a lot of time and money into building advertising campaigns to promote their products and drive traffic to their product pages, they lose the sale due to the lack of a compelling product detail page. This is often the point where consumers look to competitor websites to find what they are looking for.
There is a struggle across various e-commerce websites to keep customers engaged on their sites in order to make a sale. As the internet has grown more dynamic, the standard for engaging with a customer has also increased. Retailers need every solution available to meet the challenges and stay relevant and ahead. These solutions are supported by data. A behavioral research found that users depend on information taken from the most engaging content to guide them to other page content and while users do so, they tend to fixate efficiently only on the information that is relevant to the task at hand. This point further emphasizes the need to put the most engaging and informative content ahead and center and set the process for the customers to follow throughout the sales journey.
Today, with customers seeking more personalized and relevant information, retailers must deploy interactive content experience. This can be more informative, rewarding the customers seeking final details such as product specs before adding it to the bag.
Rich media content is a familiar experience for the consumers. Videos are increasingly replacing text in news outlets, and GIFs, animations are consumed more than static images. Furthermore, PDF documents and manuals are easily accessible on websites. Different types of audiences adapt to different learning styles and varying needs. By having a deep understanding of the customers and reaching out to diverse audiences with engaging content that adapts to the different learning preferences, retailers will be able to have a wider reach and network.
Working with a global retail network requires unique contexts in order to sell to people all over the world. Not every customer may react to packaged food items in a similar manner. Product copy has only one voice, but rich media experiences converse in a universal language.
Originally published at icecreamlabs.com on October 31, 2018.