Does Wealthy Media on Product Pages Assist Increase Income?

Wealthy media – together with movies, gifs, audio recordings, and infographics – is a well-liked device used to transform customers on touchdown pages and in digital ads.

Does it have the identical impression on conversion charges and income on product pages? That’s the million-dollar query for a lot of e-commerce web site homeowners and entrepreneurs trying to enhance the conversion charge of their very own product pages.

So when you’re asking your self, “ought to I make room for wealthy media on my product pages?”, you’ll discover your reply to that query and extra under.

Why Is Wealthy Media Necessary?

Wealthy media is any function or web site factor that encourages customers to work together with it. This kind of content material is usually used on touchdown pages, in digital ads, and on product pages.

Essentially the most extensively used instance of wealthy media on product pages is video.

So, why is rich media essential?

In e-commerce, wealthy media permits the viewer to work together with the product earlier than they convert. This consists of visualizing product set up, seeing the product in use, and even studying ideas and methods for finest product utilization.

This isn’t a brand new development. YouTube movies for e-commerce have been round for years. Nonetheless, the significance of wealthy media in product promoting solely appears to develop.

Past engagement, product movies and different types of wealthy media can construct belief with potential clients. In any case, to see is to consider. Product movies could assist to ease customers’ issues and even spotlight options that get potential clients extra excited over the product. This primarily means you possibly can promote extra along with your movies.

Maybe most significantly, particularly because it pertains to the subject at hand, is that Google is more and more prioritizing webpages with video content material. In actual fact, Google could even flip webpages with video content material into wealthy snippets. With a median conversion rate of 58% as compared to 41% for non-rich outcomes, it’s straightforward to see how your web site could profit from extra video content material.

Frequent Product Web page Conversion Strategies

The usage of wealthy media on product pages isn’t the one conversion technique that web site homeowners could use.

Just a few different strategies embrace:

  • Belief badges, like an icon from the Higher Enterprise Bureau
  • Compelling product copy
  • Buyer scores and opinions
  • Buyer-generated content material (e.g., product photos, product movies)
  • Often requested questions
  • Estimated supply dates
  • Low stock messaging (e.g., “Solely 3 left!”)

There are many methods to spice up conversion charges in your product web page. We advocate break up testing to really decide how efficient every of the above strategies is along with your viewers.

Wealthy Media: Does It Increase Income For Product Pages?

We all know there are numerous advantages, as outlined above, to together with wealthy media on product pages. We additionally know that wealthy media ads are likely to see greater conversion charges and income than their non-rich media counterparts. In actual fact, wealthy media adverts have been proven to outperform commonplace adverts by as much as 267%!

To really perceive whether or not wealthy media has an impression on product web page efficiency, although, we have to carry out evaluation throughout a number of web sites.

What Our Knowledge Exhibits Us

For our evaluation, we chosen six prime name-brand web sites from the child sleep sack trade. Of those six web sites, we selected the top-performing pages from every as of August nineteenth, 2022. The aim of this evaluation was to find out if movies helped enhance estimated visitors income, amongst different associated metrics.

Along with wealthy media, we’ve additionally included different elements that will impression the net web page’s efficiency.

Wealthy Media, Product Schema and High quality Data: Kyte Baby

Product page for a wearable sleep sack outfit for babies

On the Kyte Child product web page for the Sleep Sack in Sage 1.0, a video is obtainable.

The web site ranks for 310 natural key phrases with 2.4 thousand natural visitors visits monthly. As for natural visitors worth, or the income attributed to natural visitors visits, this web page nets $21 monthly.

Let’s contemplate what else the product web page would possibly do nicely.

In the beginning, Kyte Child does have product schema applied. Product schema, or product structured data, permits Google to show product listings in a richer manner. With product schema, Google can improve each product snippets in wealthy outcomes and service provider itemizing experiences.

This consists of displaying worth, availability, and even scores and opinions:

SERP result for the sleep sack

As well as, the Kyte Child product web page additionally comprises a excessive phrase rely (1,284 phrases on the web page, NOT together with the 6,524 opinions for the product). This affords ample alternative to optimize the itemizing for engines like google whereas offering all obligatory info to clients.

Product Critiques Add Over 1000 phrases to Like to Dream’s Product Pages

Product page for the Swaddle Up

The second product web page on our checklist, Like to Dream, additionally featured a video on the product description web page in the course of the time of our evaluation. The video seems to have been eliminated extra not too long ago, although our evaluation solely focuses on the time when the video was current.

The URL ranks for 579 natural key phrases, it attracts in 3,000 in common month-to-month visitors, and it has an natural visitors income of $977.

Just like Kyte Child, Like to Dream does have product schema applied. The Like to Dream product web page has a reasonably low phrase rely (653 phrases), although product opinions are additionally discovered on the web page which provides an extra 1,134 phrases to the itemizing.

Aden + Anais: How A Small Product Picture Gallery and Low Phrase Rely Damage Efficiency

Product page for a boutique cotton muslin light sleep sack

The primary on our checklist to not embrace a video on the product description web page, the Aden + Anais Boutique Cotton Muslin Mild Sleep Sack includes a minimal gallery with simply two photos.

The product web page ranks for 98 natural key phrases with a median month-to-month natural visitors of 122. The estimated internet {dollars} in natural visitors income is $39, which suggests this product web page is the second lowest performer on our checklist.

Apart from the minimal picture gallery, the web page comprises a minimal phrase rely (346 phrases) which doesn’t embrace the phrase rely from the 63 opinions.

One factor to notice right here is that the opinions common 3.1 stars which can account for the poor efficiency we’re seeing. A low common evaluate rely is probably going negatively impacting conversion. In any case, 93% of consumers say on-line opinions impression their shopping for resolution. On prime of that, most received’t interact with a enterprise or product ranking under 3.3 stars.

Sleeping Baby: The Unseen Components That Affect SERPs

Product page for a Classic Heather Zipadee-zip Swaddle Transition

Sleeping Child’s The Basic Heather Zipadee-Zip Swaddle Transition® product description web page has a modest gallery (simply 5 photos together with a dimension information) with no video or different wealthy content material obtainable.

With 23 natural key phrase rankings, 11 in common month-to-month natural visitors, and an estimated $3 in natural visitors income, Sleeping Child is the poorest-performing product description web page in our evaluation.

That is an anomaly amongst our analyzed pages as product schema is applied, the web page has a good phrase rely (401 not together with product opinions), and it has over 2,400 opinions. All different issues being equal, you would possibly count on higher efficiency outcomes. As we all know, although, Google is probably going contemplating dozens of unseen elements.

Magic Merlin: How Few Critiques and Sparse Product Descriptions Immediately Have an effect on Product Web page Rankings

Product page for Baby Merlin's Magic Sleepsuit in Cream Cotton

The product description web page for Child Merlin’s Magic Sleepsuit in Cream has a gallery of various photos, together with these with text-to-outline key product options. The web page doesn’t embrace a video or different types of wealthy content material. The product description web page does have product schema applied.

With 63 natural key phrases, 90 common month-to-month visitors visits, and a visitors worth of simply $6, Magic Merlin is our second-to-worst performing product web page in our evaluation.

When contemplating different elements that will play a task in poor efficiency, contemplate that there are solely 112 phrases on the web page and there aren’t any opinions of the product.

Of the six listings we’ve analyzed, Magic Merlin is the one one to obtain a passing rating for Core Web Vitals. These are a set of things that Google considers when evaluating the web page’s total consumer expertise. Particularly, Core Internet Vitals measures:

  • Largest contentful paint: How lengthy it takes for the principle content material of an online web page to load.
  • First enter delay: The delay in time from when a customer first interacts with the web page (e.g. clicks a hyperlink, scrolls by a carousel) to when the browser is ready to react.
  • Cumulative format shift: A measurement of the shifting of web site parts (e.g. font, buttons, photos) whereas the web page continues to be loading. This may disorient guests.

So whereas Magic Merlin performs nicely in consumer expertise, we are able to see that different elements (e.g., no wealthy content material, low phrase rely, no opinions) could play a bigger function.

Dreamland Baby Co.: Wealthy Media and Product Schema are Crucial For Product Pages

Product page for a Dream Weighted Sleep Sack

Final on our checklist is Dreamland Child Co.’s product web page for the Dream Weighted Sleep Sack.

The product web page has a gallery of 15+ photos, however no product video is included. The product web page ranks for 538 natural key phrases with 3.8 thousand in common month-to-month natural visitors and an estimated internet of $640 in visitors income.

Dreamland Child Co. appears to show the earlier outcomes on their head, because it outperforms the 2 listings with movies current in terms of natural key phrase rankings and month-to-month natural visitors.

To stir additional intrigue, Dreamland Child Co. doesn’t have product schema applied so it’s not benefiting from any enhanced Google search outcomes listings. It does comprise a good phrase rely on the web page (1,029 phrases, not together with the phrase rely from the three,000+ opinions).

Insights on Wealthy Media and Product Pages

If wealthy media was the be-all-end-all for product web page conversion, you’ll count on to see websites like Kyte Child and Like to Dream outperform the opposite ones on our checklist. That’s not the case, nonetheless.

User analytics relating to each product page

Kyte Child and Like to Dream had been the third and second best-performing internet pages, respectively. Dreamland Child Co., an online web page and not using a video and even with out established product schema, carried out the most effective amongst all six web sites analyzed when taking a look at total natural key phrase universe.

Why would possibly that be?

With a whopping 3,000 opinions, Dreamland Child Co. clearly has excessive engagement and excessive buyer satisfaction. These probably play a consider its success throughout the natural search outcomes.

So, can movies enhance conversions?

Whereas video could be a helpful conversion device to construct income, they’re finest used on pages which might be already well-constructed and practical. A video can not make up for a failing Core Internet Vitals rating or poor web optimization practices reminiscent of lack of product schema. Shift your focus to your internet web page’s construction at first earlier than including extraneous content material reminiscent of movies.

FAQs

Do you continue to have questions on wealthy media on product pages? Listed below are some solutions to ceaselessly requested questions.

The place ought to I embrace wealthy media or movies on my product pages?

On the subject of displaying wealthy media and different movies in your product pages, the most effective place is within the picture gallery or carousel. This may make sure the content material is above the fold and in a spot the place clients might imagine to search for them first.

What’s wealthy product content material?

Wealthy product content material consists of any descriptions, photos, or video that’s used to assist each engines like google and particular person readers get a greater understanding of the product and its makes use of.

What’s e-commerce wealthy content material?

E-commerce wealthy content material is an umbrella time period that features any type of wealthy media for an e-commerce web page. This may vary out of your fundamental product photos to extra advanced choices like video and augmented actuality.

What are the advantages of wealthy media in content material?

Wealthy media has a wide range of makes use of in content material. As a begin, it might probably present a invaluable graphical complement to any factors you wish to make in your copy. Some content material is healthier illustrated in wealthy media type than it’s in textual content. As well as, having wealthy media permits your piece to have a broader attraction than if the piece was simply textual content.

Do product movies assist enhance conversions?

Product movies are parts that will assist enhance conversions if all different elements are already applied, reminiscent of product schema and a passing Core Internet Vitals rating.

How lengthy ought to my movies be?

A superb rule of thumb is to maintain the video under two minutes in size. This may make sure the viewer’s consideration doesn’t stray.

Do I must optimize my movies or wealthy media?

There are a couple of basic video optimization rules to comply with. These embrace utilizing a video streaming service for high quality and velocity and solely loading your video as soon as all different content material parts on the web page have loaded.

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Conclusion

There isn’t any doubt that wealthy media, particularly movies, can elevate your product pages. That assumes, nonetheless, that each one different essential parts and elements of a product web page have been applied and thought of.

For the most effective outcomes, it is best to add movies to product pages which have already been optimized for consumer expertise and web optimization. This consists of contemplating your rating on Core Internet Vitals and whether or not you might have product schema arrange for search engine marketing.

Have you ever seen progress in conversions since including wealthy media to your product pages?