eCommerce Content is a bottomless sea without a doubt. Our experts will help you dive into the topic one spoon at a time. In the following article, we’ll dissect the so-called basic content. What is it, what are mobile ready hero images, secondary images, product titles, highlights and product descriptions, why are they super important, and how to create them are some of the topics that we’ll unfold, provide our expertise, and help clarify to the e-retailers. Let’s jump right in!
What is Basic Content?
The basic content is defined as the minimum content requirements of a product page that is specifically designed with the e-retail world in mind. It is imperative because it contributes to the smooth shopping experience by locating the most relevant product information that helps ensure an informed purchase. This type of eCommerce content is about the production of functional assets that enhance e-shopper’s experience.
Customer behaviour nowadays has changed, and paying attention to every single line has been replaced by fast scrolling. Some eye-tracking studies show that shoppers avoid reading and instead visually scan images, whilst ignoring everything else (Source: GS1 Mobile Ready Hero Images).
Hero images explicitly created for the digital environment, allow shoppers to make selections immediately based on the image alone. In other words, the “hero” should be a single high-quality, up to date image that caters to e-retailers platforms and supports a zoom-in function. Those visuals take up 70% of the shopper’s attention (Source: Clavis & Euromonitor).
Read more about mobile ready hero images.
Some of the best practices are to ensure that the imagery is created using high-quality renders and, of course, optimized for a smartphone. All unnecessary design elements have to be removed as they distract the customer from the essential information.
After the creation of a mobile ready hero image, it should answer the following questions:
- What brand
- What format
- What variant
- What size
The Secondary images
They are best friends with the mobile ready hero images. 🙂 Here’s why. Secondary images are additional visuals that provide further information when customers click on a specific product page. This way, the hero image can be supported by more branded content and informative imagery.
The secondary images could be up to five, broadening on the product details, and maybe showing how to use it. These visuals should provide info that the hero image couldn’t, like the BOP (Back of Pack) information, and always be true to what the shopper will receive, ensuring consistent branding throughout all the used imagery.
Here are some examples of different secondary images:
The facts are that product pages with more images will convert at a higher rate and outrank the competitor 53% of the time (Source: Salsify, “Why product Experiences are What Win Customer Trust in the Digital Age”).
Other reasons why do e-retailers should not disesteem Secondary images – here.
The Product Titles and highlights
We talked about the visuals, but the product titles and highlights are just as crucial as the hero and secondary images.
By definition, the product title should provide the shoppers with essential information for the brand, product, variant, and size all summed up in a short sentence. The keywords in the product help optimize for search engines such as Google and eCommerce platforms, such as Amazon.
An optimized product title should have from one to three keywords. Keep it clean and customer-friendly, don’t use any product codes, and try to do it in less than 80 characters.
Now let’s mention the highlights. They are bullet points providing the customer with information about the product. The highlights should be short and digestible.
Both highlights and product descriptions will influence the search ranking.