Videos, interactive product tours, inlaid features, comparison charts, and other rich media similar to Amazon’s EBC/A+ listings are all available on Walmart. Rich media plays a big role in presenting products to customers and in SEO product optimization, but it is not always easy to add. This review will explore the nuances of rich media enhancement for your product marketing campaign.
What is enhanced content?
Enhanced content goes beyond the basic elements of a product page, allowing a brand to tell the most meaningful story about their product.
Rich content can be connected through an API or with the help of third-party resource solution providers. Walmart’s Rich Media API is now available for Content Providers, Drop Ship Vendors, and Warehouse Suppliers.
Enhanced content includes videos, comparison charts, downloadable documents, and other add-ons, providing endless possibilities for customizing your brand’s assets.
Video Integration
One or more videos may be uploaded and arranged in a gallery, with the option to provide a caption and a description for each video. You can add new videos to your gallery at any time and rearrange the order in which they appear.
Images
You can upload one or more images, providing different views of your product. The images are arranged in a gallery, letting you provide a caption and a description for each image. As with videos, you can add new images to your gallery and rearrange the order in which they appear.
Interactive Tour
To enhance your customers’ online shopping experience, offer the ability to click on feature hotpots on your product’s image. This opens a Feature Box that highlights key aspects of the product. The Feature Box can contain text and either an image or a video.
360° View
This option lets you create a 360-degree rotational view of your product. Shoppers can see the product from all angles, and can stop the rotation, zoom-in on any image in the view, or reverse the rotation direction. To create a rotational view, you must upload a series of product images showing the product from all angles. Each image should have identical dimensions and resolution.
Feature Sets with Visuals
Create descriptions for specific features with accompanying captions, images, or videos. Features are displayed in one of several predefined layouts, such as a zigzag pattern, left aligned, or right aligned.
Specifications Table
Use this option to present technical information to shoppers in a table layout for easy reference. The text content can be a list of product sizes and dimensions, statistical data, or any other type of product detail which may not translate clearly in narrative form.
Comparison Table
Create a table showing how similar products compare to one another. Each table can include as many products and features as desired. Plus, you can add headings to the table to organize features according to groups. Comparison Table assortment capabilities allow linking products with their respective product pages on a retailer’s site, where available. Comparison Tables can also be used for presenting product variants or suggesting other products and accessories related to the featured product.
Documents
Documents such as data sheets, technical specifications, and user manuals, can be included in your product content. The documents you upload are arranged in a document gallery, where you can provide a caption and a description for each document. Shoppers can decide whether to view the document online or download it. You can add new documents to the gallery and rearrange the order in which the documents appear.
Carousel
A carousel presents a sequence of steps or features to highlight different aspects of the product, or to provide instructions for installation, assembly, maintenance, or use. Enhance the shopper’s experience by providing images and videos for each step.
Benefits of enhanced content
Boost conversions
With expanded A + content, the buyer gets a better overview of the product and its advantages compared to other similar products. Adding enhanced content can increase your conversions by as much as 10-20%.
SEO standpoint
From a Search Engine Optimization standpoint, enhanced content also impacts your positioning on the search engine results page (SERP), and can elevate your listing to expose it to more customers. Not only will more people see your listing and click on it, but they will stay longer on your page and make more purchases. In our Walmart Guide, we delve deeper into what affects a product's SEO and how to improve your listing to fight for the best spot in search results.
Walmart rich content has its advantages, and if you have sufficient skills, you can connect your enhanced content through Walmart’s API. If you lack the necessary skill set, there are solution providers who can help you with this, like Whytespyder, Syndigo, Richcontext, and Salsify. Many of them have demo versions so you can experience the convenience and ease of their functions.
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