Appliances are a feature-rich set of product categories, and common product page layouts often lack the versatility and visual diversity to showcase those features optimally.
Rich inline content is an effective way to communicate your product’s information in a more visually stimulating and interactive manner. Many customers find the brochure- or magazine-like layout of rich inline content easier to consume than standard image galleries, blocks of text, or bullets.
If you choose to implement rich inline content on your page, it should always supplement the core content by providing the same product information in a different format. That is to say, the rich inline content should not provide new product knowledge that’s been left out of the core product page content. Do not rely on rich inline content to present new information that isn’t available elsewhere on the product page.
However, it’s equally important to avoid re-using core content assets (images, text, and video) in the rich inline content section. The inline content section should repeat information in a new format, not replicate existing core content. It should be a unique way to consume the product information, giving customers multiple options for learning about the product.
Rich Content Best Practices for Major Appliances
- Rich content may include:
- Banner or hero images highlighting the most important aspects of the product
- Feature callout images and captions (these are like visual feature bullets)
- Feature overview videos and/or animated GIFs showing features in operation
- Interactive product tours
- 360-spin images
- Ensure all text on images in rich content is clearly legible on a variety of common devices (including desktop and laptop computers and mobile phones)
- Maintain your content regularly (check frequently for broken images, missing content, etc.)
Rich Content Mistakes to Avoid
- Re-using core content assets
- Do not re-create the image gallery (most customers will have already looked through the image gallery, and a second gallery will cause confusion)
- Do not re-create the video gallery
- Do not include a specification sheet (specifications are already listed on the core page, and duplication causes needless scrolling)
- Do not include PDFs (they should be included in the core content and duplication causes confusion)
- Advertising other products – the focus should remain on the product whose page the customer is viewing