Does Rich Media on Product Pages Help Boost Revenue?

Rich media – including videos, gifs, audio recordings, and infographics – is a popular tool used to convert users on landing pages and in digital advertisements.

Does it have the same impact on conversion rates and revenue on product pages? That’s the million-dollar question for many e-commerce website owners and marketers looking to increase the conversion rate of their own product pages.

So if you’re asking yourself, “should I make room for rich media on my product pages?”, you’ll find your answer to that question and more below.

Why Is Rich Media Important?

Rich media is any feature or website element that encourages users to interact with it. This type of content is often used on landing pages, in digital advertisements, and on product pages.

The most widely used example of rich media on product pages is video.

So, why is rich media important?

In e-commerce, rich media enables the viewer to interact with the product before they convert. This includes visualizing product installation, seeing the product in use, and even learning tips and tricks for best product usage.

This isn’t a new trend. YouTube videos for e-commerce have been around for years. However, the importance of rich media in product selling only seems to grow.

Beyond engagement, product videos and other forms of rich media can build trust with potential customers. After all, to see is to believe. Product videos may help to ease users’ concerns or even highlight features that get potential customers more excited over the product. This essentially means you can sell more with your videos.

Perhaps most importantly, especially as it relates to the topic at hand, is that Google is increasingly prioritizing webpages with video content. In fact, Google may even turn webpages with video content into rich snippets. With an average conversion rate of 58% as compared to 41% for non-rich results, it’s easy to see how your website may benefit from more video content.

Common Product Page Conversion Methods

The use of rich media on product pages isn’t the only conversion method that website owners may use.

A few other methods include:

Trust badges, like an icon from the Better Business Bureau
Compelling product copy
Customer ratings and reviews
Customer-generated content (e.g., product images, product videos)
Frequently asked questions
Estimated delivery dates
Low inventory messaging (e.g., “Only 3 left!”)

There are plenty of ways to boost conversion rates on your product page. We recommend split testing to truly determine how effective each of the above methods is with your audience.

Rich Media: Does It Boost Revenue For Product Pages?

We know there are many benefits, as outlined above, to including rich media on product pages. We also know that rich media advertisements tend to see higher conversion rates and revenue than their non-rich media counterparts. In fact, rich media ads have been shown to outperform standard ads by up to 267%!

To truly understand whether rich media has an impact on product page performance, though, we need …read more

Source:: Kiss Metrics Blog