If you operate an ecommerce store, you know that putting effort into well-written product descriptions and high-quality photos is essential. But so do your competitors!

How can you make your content stand out and give shoppers a reason to choose your products over others? 

The answer is enhanced content: text, images, and videos that go above and beyond what’s traditionally expected from an online store. By giving your customers engaging content that encourages them to stick around your site for longer, you can potentially increase sales.

In addition, enhanced content can help you attract new customers and improve your search engine ranking. 

If you’re interested in giving ecommerce enhanced content a whirl, here are 10 ideas to get you started.

1. Exciting Product Descriptions

Obviously, your product descriptions should be clear, concise, and free of errors. But they also need to be engaging. Tell shoppers why your products are the best on the market and what makes them unique. Use persuasive language to tempt shoppers into buying.

To give some character to your descriptions and create an emotional connection with shoppers, try using storytelling. For example, if you sell handcrafted jewelry, tell the story of the artisan who created it. If you sell vintage clothing, share the history of the piece.

2. 360-degree Product Views 

Go beyond traditional product photos with 360-degree views. This gives shoppers a complete look at your products, so they know exactly what they’re getting. If your products are complex or have intricate details, 360-degree views are a must.

There are a number of ways to add this feature to your site. One is to create it yourself with a 360-degree camera. Another is to use 360-degree product photography services, which will take your product photos and turn them into interactive 360-degree views.

3. User-generated Content

User-generated content is created by your customers: think of reviews, photos, and videos placed right on a product page or synced with social media.

This kind of material has the potential to help you build trust with your customer base, making it a powerful form of ecommerce enhanced content. In fact, in a recent study, researchers found that brand websites using a mix of professionally produced content and UGC saw a 28% increase in brand engagement.

To encourage customers to generate this type of content, you can offer incentives like discounts, free shipping, or exclusive products. You can also make it easy for them to submit their content by creating a dedicated page on your website or setting up a hashtag.

4. How-To Guides

If you sell products that require assembly or have multiple uses, consider creating how-to guides. These guides can be in the form of videos, infographics, or even blog posts.

How-to guides are a vehicle to show off your products and give shoppers the information they need to use them properly. They’re also a great way to build trust with your customers, showing that you care about their experience.

5. Interactive Fit Finders

If you sell apparel, go beyond a basic size chart. Create a fit finder that gives shoppers an alternative way to find their most accurate size.

This could be a simple quiz with questions about body type, height, and weight. Or, it could be a more detailed tool that asks for specific measurements.

The advantages of a fit finder are two-fold. First, it helps shoppers find the right size, which leads to fewer returns. Second, it builds trust with shoppers by showing that you’re committed to helping them find the perfect fit.

6. Robust FAQ Section

It may sound basic, but putting genuine effort into the Frequently Asked Questions section on your website can be extremely helpful for customers and reduce the number of customer service inquiries you receive.

Just make sure your FAQs are organized, easy to find, and cover all the important topics related to your products and business. Write using a tone and vocabulary that will resonate with your audience (avoid irrelevant details and industry jargon).

To really optimize your FAQs, consider adding enhanced content to your major articles in the form of videos or infographics. This can help answer complex questions more thoroughly and can be more engaging for customers than a traditional text-based FAQ.

7. Infographics 

Infographics are a great way to take complex topics and present them in a visually-appealing and easy-to-understand way. They convey a sense of trust and authority, and can be a great way to break up long blocks of text. 

For example, you may sell hiking boots. An infographic could compare the different features of your boots to other popular brands. Or, if you sell eco-friendly products, you could create an infographic that outlines the environmental benefits of your products.

Just make sure to reserve infographics for topics that your consumers will find interesting and relevant. Include only accurate, well-researched information, and bring it all together with an eye-catching and easy-to-read design.

8. Gift Guides

In advance of major holidays, consider creating gift guides for the people in your shopper’s lives. These could be themed around interests, budget, relationship, or recipient.

For example, you could feature “Best Gifts Under $50”, “Gifts for Dog Lovers”, or “Gifts for Teenagers.”

As a general rule, gift guides should be visually appealing and easy to scan. Use headlines, bullet points, and short paragraphs to break up the text and make it easy for shoppers to find what they’re looking for.

9. Blog Posts

In addition to product photos and videos, you can also use blog posts to enhance your product content. For example, you could write a post about how to style a certain piece of clothing or how to use a particular type of product.

Not only do blog posts give shoppers helpful information, but they also help to build your brand and establish you as an expert in your field. Be sure to include social sharing buttons so that shoppers can easily share your posts with their friends and followers.

If creating regular blog posts sounds like a heavy workload, consider using blog writing AI software to help speed up the writing process.

10. Brand Magazine

Publishing a monthly or quarterly online magazine is a great way to show off your products in an editorial setting. This type of content is more aspirational and can help shoppers see your products in a lifestyle context. Plus, it’s an opportunity to show off your brand’s personality.

Try including a mix of product photos and behind-the-scenes content. You can also highlight customer stories or interviews with employees. This type of content is engaging and can help shoppers connect with your brand on a deeper level.

Make your magazine accessible from your website, and promote it to email subscribers.

In Summary

Your customers expect more than just products from your ecommerce store - they want an engaging, personalised experience that meets their needs. By using ecommerce enhanced content, you can give your customers what they want and need, while also driving conversions and sales.

Once you’ve started featuring enhanced content on a regular basis, consider using an ecommerce content management system to make planning, scheduling, and publishing a breeze.