When comparing similar products online, 18% of U.S. consumers would choose the higher-priced option if it had better product images or videos, according to Salsify’s 2022 consumer research report, “How to Meet the Demands of Omnichannel Shoppers.”
The report also found that personally relevant images, videos, text, and reviews on product pages make U.S. consumers nearly 70% more likely to make a purchase.
Enhanced content helps you provide the expected level of detail for anyone browsing or shopping your products in any context.
You can use brand videos, other forms of rich media like audio, and comparison charts in innovative ways to encourage consumers to engage with your brand — ultimately driving conversions.
As highlighted in Forbes, the benefits of using enhanced brand content on Amazon, for example, include an increase in sales by an average of 3 to 10%.
Below-the-fold video and high-resolution product images give a deeper dive into what makes your brand unique. They also ensure consistent storytelling opportunities across all of your touch points, empowering you to best showcase your key features.
Comparison charts serve as another important element to further elaborate on your product line and answer questions customers frequently ask.