How to Make the Most of the Real Estate on Your Product Page
“Users spent about 57% of their page-viewing time above the fold,” and, “74% of the viewing time was spent in the first two screenfuls,” according to Nielsen.
That’s a lot of consumer attention focused on a small chunk of the product detail page. As we talked about in our blog post on reporting, engagement is critical to conversion lift–that is, an incremental lift in add-to-cart rates resulting in greater sales.
When it comes to product content, brands often ask, “Why do I need to invest in enhanced content?” or, more specifically, “What value will I get from improving the content on my pages?”
It may sound obvious to some that enhanced, interactive content is better than the default content retailers require, but this is no longer a subjective debate. The reality is that enhanced content above-the-fold is extremely effective for engaging consumers at this critical point of sale, and the results are there to prove it.
In a recent test, SellPoints was responsible for a 28% increase in time spent on page.
Story Points from SellPoints is the only content enhancement solution that places customizable hotspots directly on the product hero image on product detail pages. These above-the-fold interactive hotspots engage consumers with informative product content where they are most likely to see it. The responsive, interactive nature of these experiences keeps consumers on the product page longer and moves them closer to a purchase decision.
How does above-the-fold content help your brand increase conversions?
The content arms race is heating up in the e-commerce space. E-commerce sales grew 16% in 2017 and that number is expected to hold for 2018 as well.
In addition, mobile e-commerce sales are expected to rise by 5% as a share of the total e-commerce market. More consumers are shopping on mobile and more are evaluating products online than ever before. Your digital product pages need to be able to stand in for your showroom experience and speak to consumers as an in-store salesperson would.
87% of consumers rely on this product content to inform their purchase decision, so providing it is an expectation, not an option. If they can’t find the answers to their key questions on the product page they’ll leave and shop elsewhere.
Since 57% of consumer engagement is focused on the top of the product page, a core tenant of any product page optimization strategy involves putting your informative product content where it is most likely to be seen. As Nielsen concluded, “the closer a piece of information is to the top of the page, the higher the chance that it will be read.” With this intuitive idea supported by data, brands need a content solution that elevates their content above-the-fold.
How does below-the-fold content fit into a product page optimization strategy?
Above-the-fold content is the most engaging, but that doesn’t mean that you can discount below-the-fold experiences–they serve a different purpose. Above-the-fold content excites and engages, while below-the-fold content completes the product story by providing consumers detailed information before they make a purchase decision.
Nielsen showed that, “Strong visual signifiers can sometimes entice users to scroll and discover content below the fold.” Simply adding more content to a below-the-fold solution is not efficient unless you’re enticing consumers to scroll and engage down there. When consumers are drawn to the below-the-fold real estate, rewarding them with detailed product information that closes the product discovery gap increases the chance of a product page conversion.
Enhanced Content–SellPoints’ in-line, below-the-fold content publishing solution–automatically conforms to the style specifications of the retailer’s website where it appears, meets ADA accessibility guidelines, and is mobile responsive; your brand looks great no matter where or how consumers browse.
Engaging above-the-fold Story Points coupled with detailed, below-the-fold Enhanced Content; that’s the overall product page optimization strategy.
Now, let’s get more in-depth on the types of content placements that are out there, what you can do with them, and how you can leverage different placements as part of your product page optimization strategy.
First of all, what does it mean to be above-the-fold?
“The fold” refers to the portion of a webpage that is viewable without scrolling. Think of it as the digital version of the fold in a newspaper. The most important headlines are on the top of the front page and stories below-the-fold are of secondary importance.
As mentioned, 57% of consumer engagement is fixed in this above-the-fold portion of the product page. The main focal point of this prime real estate is the product hero image. If you can make the hero image on a product detail page compelling, a consumer will be motivated to learn more about the product.
Before SellPoints, brands had limited options when it came to enhancing their product hero images. They could invest in brand photography and change the image itself, or they could change the product page content in ways allowed by the retailer and hope that some of those changes made it above-the-fold.
Retailers are naturally conservative with their product page customization options and rarely give brands customization options above-the-fold. Most retail websites have their own layouts that they like to adhere to, some of which can be in direct conflict with a brand’s interests, such as product comparisons or the option to bundle multiple products together.
By enhancing a product hero image with Story Points, brands can sidestep these restrictions and limitations in a way that retailers also appreciate. Valuable content is shown in hero image hotspots, brands’ product pages convert more, and retailers sell more. Everybody wins.
What content types should I show in my Story Points?
SellPoints has over 18 years of experience optimizing product pages and helping brands tell their stories online. We continually evaluate the content experiences of the best in class performers across our Global Retail Network. Our best practices come from analyzing thousands of product pages over nearly two decades.
The best content to overlay on the hero image is the kind that quickly excites and informs; it is not the place to overwhelm with details. By using short, lifestyle-focused product videos and intriguing “quick looks”, you encourage consumers to seek out more information. If they click on an above-the-fold hotspot and see a long and complex product manual, they may be put off by the clunky experience.
Hero hotspots are also a place to show off key features and differentiators that make-or-break a consumer’s purchase decision. For example, when it comes to big-ticket retail products like kitchen appliances, the dimensions of a fridge are a key component of the purchase decision.
Enhancing the hero image with awards, customer reviews, testimonials, or other social proof that makes the case for your brand quickly is another great type of above-the-fold content. When it comes to social proof, remember that consumers are more likely to trust an endorsement that comes from an unbiased third-party. Displaying a visual badge of an award you’ve received or a testimonial from Facebook or Google Reviews will encourage your visitors to investigate further.
There are many unique ways to engage consumers in your particular category or target demographic. Ultimately, discovering what types of experiences work best for your product pages is something that has to be determined on a case-by-case basis. Our reporting post has insights on how you can leverage incremental lift reporting to test different content experiences and find what works best for you.
Once you’ve sparked attention with interactive and engaging Story Points, consumers are ready to learn more. They will now seek out the secondary content they need before completing a purchase and Enhanced Content below-the-fold is where they can find it.
How do I complete the product story below-the-fold?
Completing the product story means answering all the key questions that a consumer would have after initially learning about your product. This includes highly valuable content such as warranty information and differentiating product features. Of course, different products inspire different questions from consumers, so it’s essential to understand how your consumers think and anticipate their questions.
Too much information above-the-fold will overwhelm shoppers. Fortunately, there’s ample space below-the-fold on product pages to educate consumers about the fine details of your product.
Other key product information that completes the product story are high-resolution product photos, detailed feature explanations, spec sheets, product manuals, setup and installation guides, and anything else that gives relevant information about your product.
Enhanced Content is the easy-to-use solution that allows you to create custom, in-line content experiences that deliver rich media assets in a way that shows off your product in the best possible light.
SellPoints’ Enhanced Content solution goes even further by making sure your pages are properly styled, compliant, and responsive. Enhanced Content from SellPoints can be created once and published across our extensive Global Retail Network, saving you time and ensuring your content is beautiful and uniform.
What is a retailer-specified placement and how are they valuable?
Retailers are very particular about product page customization, so gaining access to more placements on their real estate is incredibly valuable: it creates another touchpoint for reaching consumers that the average product page won’t have.
SellPoints works closely with our retail partners to designate a retailer-specified location on the product page for our SellPoints Launcher–a solution which launches a custom interactive content experience when engaged.
The SellPoints Launcher can contain any content experience you can imagine; it can even be used to combine creatives like 360° Views, media galleries, and product comparison charts. That content can be activated by a range of consumer actions such as a click or entering their zip code–it’s unique for each retailer.
Your interactive experience is served up in a modal window that puts your great content all in one place. This deep product page customization offered by SellPoints sets you apart from competitors who are only speaking to their consumers on one part of the product detail page.
Story Points speaks to browsing consumers above-the-fold, Enhanced Content speaks to the ones who are curious enough to learn more, and the Launcher speaks to those who like to dive deep into the details on the product page.
Using every opportunity to tell a complete product story is the ultimate content experience best practice
When it comes to product detail page content, more content in the wrong place is not the answer. The top and bottom of the product detail page work in tandem to tell your product story by educating consumers with your most engaging content above-the-fold and providing essential, secondary information below-the-fold.
You need a customizable solution that lets you take control of the content on your product pages and tell a complete story. Telling a compelling product story is key to seeing an incremental lift in add to cart rates. When you close the product discovery gap by answering important questions about your product online, you reduce consumers’ hesitation to add to cart and prevent them from jumping to another retailer for comparison or purchase.
SellPoints is a true partner to the brands we work with, providing best practices such as these in a 1:1 environment with our clients. Fill out the form below to get started with telling your story.