Does Rich Media on Product Pages Help Boost Revenue?

Rich media – including videos, gifs, audio recordings, and infographics – is a popular tool used to convert users on landing pages and in digital advertisements.

Does it have the same impact on conversion rates and revenue on product pages? That’s the million-dollar question for many e-commerce website owners and marketers looking to increase the conversion rate of their own product pages.

So if you’re asking yourself, “should I make room for rich media on my product pages?”, you’ll find your answer to that question and more below.

Why Is Rich Media Important?

Rich media is any feature or website element that encourages users to interact with it. This type of content is often used on landing pages, in digital advertisements, and on product pages.

The most widely used example of rich media on product pages is video.

So, why is rich media important?

In e-commerce, rich media enables the viewer to interact with the product before they convert. This includes visualizing product installation, seeing the product in use, and even learning tips and tricks for best product usage.

This isn’t a new trend. YouTube videos for e-commerce have been around for years. However, the importance of rich media in product selling only seems to grow.

Beyond engagement, product videos and other forms of rich media can build trust with potential customers. After all, to see is to believe. Product videos may help to ease users’ concerns or even highlight features that get potential customers more excited over the product. This essentially means you can sell more with your videos.

Perhaps most importantly, especially as it relates to the topic at hand, is that Google is increasingly prioritizing webpages with video content. In fact, Google may even turn webpages with video content into rich snippets. With an average conversion rate of 58% as compared to 41% for non-rich results, it’s easy to see how your website may benefit from more video content.

Common Product Page Conversion Methods

The use of rich media on product pages isn’t the only conversion method that website owners may use.

A few other methods include:

• Trust badges, like an icon from the Better Business Bureau
• Compelling product copy
• Customer ratings and reviews
• Customer-generated content (e.g., product images, product videos)
• Frequently asked questions
• Estimated delivery dates
• Low inventory messaging (e.g., “Only 3 left!”)

There are plenty of ways to boost conversion rates on your product page. We recommend split testing to truly determine how effective each of the above methods is with your audience.

Rich Media: Does It Boost Revenue For Product Pages?

We know there are many benefits, as outlined above, to including rich media on product pages. We also know that rich media advertisements tend to see higher conversion rates and revenue than their non-rich media counterparts. In fact, rich media ads have been shown to outperform standard ads by up to 267%!

To truly understand whether rich media has an impact on product page performance, though, we need to perform analysis across multiple websites.

What Our Data Shows Us

For our analysis, we selected six top name-brand websites from the baby sleep sack industry. Of these six websites, we chose the top-performing pages from each as of August 19th, 2022. The goal of this analysis was to determine if videos helped boost estimated traffic revenue, among other related metrics.

In addition to rich media, we’ve also included other factors that may impact the web page’s performance.

Rich Media, Product Schema and Quality Information: Kyte Baby

On the Kyte Baby product page for the Sleep Sack in Sage 1.0, a video is available.

The website ranks for 310 organic keywords with 2.4 thousand organic traffic visits per month. As for organic traffic value, or the revenue attributed to organic traffic visits, this page nets $21 per month.

Let’s consider what else the product page might do well.

First and foremost, Kyte Baby does have product schema implemented. Product schema, or product structured data, enables Google to display product listings in a richer way. With product schema, Google can enhance both product snippets in rich results and merchant listing experiences.

This includes displaying price, availability, and even ratings and reviews:

In addition, the Kyte Baby product page also contains a high word count (1,284 words on the page, NOT including the 6,524 reviews for the product). This offers ample opportunity to optimize the listing for search engines while providing all necessary information to customers.

Product Reviews Add Over 1000 words to Love to Dream’s Product Pages

The second product page on our list, Love to Dream, also featured a video on the product description page during the time of our analysis. The video appears to have been removed more recently, though our analysis only focuses on the time when the video was present.

The URL ranks for 579 organic keywords, it draws in 3,000 in average monthly traffic, and it has an organic traffic revenue of $977.

Similar to Kyte Baby, Love to Dream does have product schema implemented. The Love to Dream product page has a fairly low word count (653 words), though product reviews are also found on the page which adds an additional 1,134 words to the listing.

Aden + Anais: How A Small Product Image Gallery and Low Word Count Hurt Performance

The first on our list not to include a video on the product description page, the Aden + Anais Boutique Cotton Muslin Light Sleep Sack features a minimal gallery with just two images.

The product page ranks for 98 organic keywords with an average monthly organic traffic of 122. The estimated net dollars in organic traffic revenue is $39, which means this product page is the second lowest performer on our list.

Aside from the minimal image gallery, the page contains a minimal word count (346 words) which doesn’t include the word count from the 63 reviews.

One thing to note here is that the reviews average 3.1 stars which may account for the poor performance we’re seeing. A low average review count is likely negatively impacting conversion. After all, 93% of consumers say online reviews impact their buying decision. On top of that, most won’t engage with a business or product rating below 3.3 stars.

Sleeping Baby: The Unseen Factors That Impact SERPs

Sleeping Baby’s The Classic Heather Zipadee-Zip Swaddle Transition® product description page has a modest gallery (just five images including a size guide) with no video or other rich content available.

With 23 organic keyword rankings, 11 in average monthly organic traffic, and an estimated $3 in organic traffic revenue, Sleeping Baby is the poorest-performing product description page in our analysis.

This is an anomaly among our analyzed pages as product schema is implemented, the page has a decent word count (401 not including product reviews), and it has over 2,400 reviews. All other things being equal, you might expect better performance results. As we know, though, Google is likely considering dozens of unseen factors.

Magic Merlin: How Few Reviews and Sparse Product Descriptions Directly Affect Product Page Rankings

The product description page for Baby Merlin’s Magic Sleepsuit in Cream has a gallery of varied images, including those with text-to-outline key product features. The page does not include a video or other forms of rich content. The product description page does have product schema implemented.

With 63 organic keywords, 90 average monthly traffic visits, and a traffic value of just $6, Magic Merlin is our second-to-worst performing product page in our analysis.

When considering other factors that may play a role in poor performance, consider that there are only 112 words on the page and there are no reviews of the product.

Of the six listings we’ve analyzed, Magic Merlin is the only one to receive a passing score for Core Web Vitals. These are a set of factors that Google considers when evaluating the page’s overall user experience. Specifically, Core Web Vitals measures:

• Largest contentful paint: How long it takes for the main content of a web page to load.
• First input delay: The delay in time from when a visitor first interacts with the page (e.g. clicks a link, scrolls through a carousel) to when the browser is able to react.
• Cumulative layout shift: A measurement of the shifting of website elements (e.g. font, buttons, images) while the page is still loading. This can disorient visitors.

So while Magic Merlin performs well in user experience, we can see that other factors (e.g., no rich content, low word count, no reviews) may play a larger role.

Dreamland Baby Co.: Rich Media and Product Schema are Necessary For Product Pages

Last on our list is Dreamland Baby Co.’s product page for the Dream Weighted Sleep Sack.

The product page has a gallery of 15+ images, but no product video is included. The product page ranks for 538 organic keywords with 3.8 thousand in average monthly organic traffic and an estimated net of $640 in traffic revenue.

Dreamland Baby Co. seems to turn the previous results on their head, as it outperforms the two listings with videos present when it comes to organic keyword rankings and monthly organic traffic.

To stir further intrigue, Dreamland Baby Co. does not have product schema implemented so it’s not benefiting from any enhanced Google search results listings. It does contain a decent word count on the page (1,029 words, not including the word count from the 3,000+ reviews).

Insights on Rich Media and Product Pages

If rich media was the be-all-end-all for product page conversion, you would expect to see sites like Kyte Baby and Love to Dream outperform the other ones on our list. That’s not the case, however.

Kyte Baby and Love to Dream were the third and second best-performing web pages, respectively. Dreamland Baby Co., a web page without a video and even without established product schema, performed the best among all six websites analyzed when looking at overall organic keyword universe.

Why might that be?

With a whopping 3,000 reviews, Dreamland Baby Co. obviously has high engagement and high customer satisfaction. These likely play a factor in its success within the organic search results.

So, can videos increase conversions?

While video can be a useful conversion tool to build revenue, they are best used on pages that are already well-constructed and functional. A video cannot make up for a failing Core Web Vitals score or poor SEO practices such as lack of product schema. Shift your focus to your web page’s structure first and foremost before adding extraneous content such as videos.

FAQs

Do you still have questions about rich media on product pages? Here are some answers to frequently asked questions.

Conclusion

There is no doubt that rich media, especially videos, can elevate your product pages. That assumes, however, that all other important elements and factors of a product page have been implemented and considered.

For the best results, you should add videos to product pages that have already been optimized for user experience and SEO. This includes considering your score on Core Web Vitals and whether you have product schema set up for search engine optimization.

Have you seen growth in conversions since adding rich media to your product pages?

Frequently Asked Questions

What motivates entrepreneurs?

Passion drives us. But, we have an inborn desire to create something meaningful and make a difference. To make a difference for our loved ones as well as ourselves.

To give back. To give back. To leave behind a legacy.

Most importantly, though, we do it because we enjoy doing it. Because we feel compelled to live life fully and experience success in ways that matter.

We are motivated by a sense if purpose and mission that cannot be achieved through money alone.

Find a way for business to be enjoyable. Entrepreneurship is more than a job. It is a way of life.

This is why I love helping entrepreneurs succeed. My goal, as an entrepreneur, is to enable them to reach financial freedom and leave a lasting legacy on the world.

I'm living proof that there is nothing better than creating value. The sharing of your knowledge and expertise to the rest.

It's more than enough to make a product or service great. Understanding your customers and their needs is key. What they want.

You'll always be able to improve your offerings if you do. You'll provide more value.

Offering more value will result in more customers. Plus, more customers will mean more sales. And if you sell more products and services, you will generate more revenue. Plus, if your revenue is higher, you will eventually be financially self-sufficient.

Money is not everything. It's the means to an end. It is not the end in and of itself.

It is not enough to focus on money if your goal is to live a full and happy life. Making a positive contribution is what you must do. Contributing. Leave a lasting legacy. Create something unique. Create something special. A unique thing that gives meaning to your and others lives.

Entrepreneurship requires risk-taking. However, this does not mean you should have any rules. It's about being flexible. Adapting. Adjusting. Improving.

If you're true to yourself and hold onto your values and integrity, you will not fail.

Entrepreneurship is a calling. A vocation. An opportunity to contribute. To build wealth. To make history.

All of these are key to being the best version possible of yourself.

You will not be stopped.

What are the benefits of having an entrepreneurial mindset?

Entrepreneurship offers many benefits. You become more independent. You no longer rely on others.

You will be able to work for yourself and follow your dreams. It helps you make connections with other entrepreneurs who share similar interests and challenges.

You gain confidence. Entrepreneurs learn constantly. This gives you the ability to adapt quickly and be flexible. By thinking outside the box, you will not be trapped in a rut.

Our freedom to create our businesses is free from the restrictions imposed by society. We have the freedom to decide what and how to live our lives.

You have the option to choose to go against the flow or follow the crowd. We have the option to choose success or failure. We have the option to either fail or win.

It is exhilarating. You also have to take responsibility. You are responsible for everything that happens in your business once you take on this role.

So if you want to succeed, you must learn to manage risk. Do not be afraid to try out new things. If you are willing and able to learn from your failures, you will eventually reach your goals.

These lessons will help you to stay on the right track when you embark on your journey.

Remember:

• Entrepreneurship can be a lifestyle choice.
• You're the boss when your business is owned and operated by you.
• Be cautious about following the trends.
• Success isn't measured in money but rather in freedom.
• You must balance your personal and work life.
• Set clear expectations.
• Always be open with your team.
• Be persistent if it's your desire for something to happen.

What are the top five motivators in an entrepreneur?

Motivation is the key to success. Without it, nothing could happen. Without it, we wouldn't even be here.

Motivational psychology studies the behavior of people when they are motivated. Motivated people can do incredible things. There are limits to our motivation.

The five most important motivational factors are:

1. Autonomy - The freedom to choose
2. Mastery is the ability to master skills
3. Purpose - The sense of purpose
4. A feeling of belonging through the concept of relatedness
5. Reciprocity - the desire to give back

These motivators could be useful for your business. However, each one offers a slightly different perspective of why people act the way they do.

A person may desire autonomy because he wants freedom and control over his life. Or perhaps he seeks mastery because he wants to become more skilled at his job.

And so on. These are just a few possible motivations. There are many more. But which ones are relevant to your particular situation? All of that depends on you.

I would recommend writing down three words that describe your ideal job environment to help you determine this. These words can then be applied to your current working environment.

If you're having difficulty coming up with ideas then ask yourself, "Why do I do this?" If you can't think of any ideas, ask yourself: "Why am I doing this?" This will help identify your goals.

Once you know what you want, you can begin to figure out where you stand right now. This knowledge will help you decide if you should make any changes.

If you aren't willing to change anything then it's time for you to look at your options.

To make progress, however, you must first think about ways to motivate your self.

Which motivator will be most effective? It's hard not to say. Instead of focusing only on one factor, consider all five.

This will help achieve your ultimate goal of being an entrepreneur.

How can entrepreneurs motivate employees?

Motivation can come in any form. It doesn’t matter where the motivation comes from. Just make sure they are motivated to act. Motivation is key for any business, whether it's a carrot or stick approach.

Employees are more motivated if they feel happy. This makes them more likely to do their best. If you want a team that performs better, give them the tools to feel empowered and engaged.

You must create an environment that makes them feel valued. They should feel encouraged to grow and learn. They can share their ideas freely without fear of being punished.

A company culture that allows them to thrive and succeed. This is how you keep your best people happy, loyal, productive and satisfied.

To keep the culture alive, reward people who help you succeed. This includes giving bonuses to those who achieve goals, providing training opportunities, increasing your pay rises, and offering perks such as insurance.

It is important to communicate clearly and provide direction. Ensure everyone knows what's expected of them and why.

Make sure your policies and procedures are written down and communicated. You should ensure that they are observed by someone.

And most importantly, communicate frequently. Keep your team updated about what's happening in the organization. Let them know what's happening and what's next.

Communication is key, and you can help your team stay ahead of your competition by looking after them. They will take great care of you.

It could cost you big time if you don't have a good relationship with your employees. Studies have shown that companies with high employee engagement score higher in productivity and profitability than those struggling to retain their top performers.

It's important to understand that not every employee wants to work at the same pace as others. Some prefer working on their own, while others prefer collaboration. There are many ways to motivate individuals, and you can choose your own.

One example is that some people respond better to recognition, while others may prefer incentives. Whatever works for your company, ensure that it is consistent with its goals.

You, the leader, are ultimately responsible for setting the tone. Open-minded. Listen to your team. Remember, you have to do it yourself if you want it done correctly.

What is your greatest motivation?

You're interested in my greatest motivation? Let me tell, you. It is the best motivator in my life to make people feel better. To make them realize that they are amazing, because they are. They are worthy of love because they are.

They deserve happiness because they are.

To remind you, there is nothing more important that feeling good about yourself. Nothing. And I will do everything in my power to change the world.

When we feel good about our own self, we are more open-minded and compassionate to those around us. We stop judging one another based on superficiality. Instead we see the person as they are.

The most powerful way to motivate someone is to show them that they already have everything they need within themselves.

They might not have realized it yet but they know that this is why their struggle with something has been so prolonged. They knew deep down that they could heal themselves.

They only needed the right environment and support system. But somehow they lost sight of that.

They lost sight of the problem. They were too busy trying find the root cause of the problem. They were trying to fix it all they could, but they didn't realize they had all the tools to do it.

They didn't realize they were the ones who had the answer.

You have the power to create a new reality. All you have to do is learn how to tap into your own inner genius.

Once you do that, everything else will follow. You will be amazed at how simple it is to achieve your dreams.

You see, I believe that every single human being has access to their own unique superpower.

We just have to learn how to use it.

What keeps entrepreneurs motivated?

Freedom is my greatest motivator. There are limitations on how much people can earn, save and invest, buy, borrow, rent or drive, eat, sleep, play, and fly in this world. But those limits don't apply to us. We are free to chase our dreams and make those dreams come true.

But we cannot let ourselves become enslaved by these limitations. We lose sight of the fact we are in control of our destiny if we do. We are the captains and crew of our ships. We are the architects for our lives.

I am driven by the desire for wealth that is beyond my wildest dreams. To create businesses that are bigger than life itself. To create businesses that transform the lives of people forever.

To build stronger businesses than any government, to make them more influential than any religion and to last longer than time.

It's why I'm here. I'm working hard to help entrepreneurs grow their businesses faster than anyone else. Because when you succeed everyone wins.

Statistics

• “Life is 10% what happens to you and 90% how you react to it.” (oberlo.com)
• Our 10 years of research also shows that 75% of mentored entrepreneurs increased their revenue, and 82% of their businesses survived the first two years. (carolroth.com)
• According to analysts, Johnson has high appeal in all four quadrants tracked at the multiplex: male, female, over-25 and under-25. (forbes.com)
• That means for $150,000, you could have bought 10 percent of Airbnb." (entrepreneur.com)
• “Effective communication is 20% what you know and 80% how you feel about what you know. (americanexpress.com)

External Links

inc.com

• How to make your passion your every day dream job

cnbc.com

• This is Jeff Bezos's inspiring quote that he keeps on the fridge


• Richard Branson, Billionaire: Here are my top 10 tips to success

entrepreneur.com

• Don't Be Afraid To Charge What You Are Worth


• The True Failure Rate of Small Businesses

due.com

• How to Overcome Fear of Failure


• 7 Daily Habits that Insanely Productive Persons Use - Due

How To

Are You a TRUE Entrepreneur?

An entrepreneur is someone who creates value for others and himself. He takes risks, builds businesses, and makes money.

He doesn't wait around for someone else to give him an opportunity. He is self-motivated and can do anything.

An entrepreneur who is truly successful knows how to make quick and effective decisions. He sees problems clearly and solves them creatively.

In his mind, there is little difference between business and life. Entrepreneurship to him isn't a job, it's a way to live.

True entrepreneurs don't fear failure. Failure is a part of success. True entrepreneurs thrive under pressure and embrace change.

They are determined to achieve success and growth. They are passionate about what they do and enjoy creating value.

They don't just want to build successful companies, they want to create successful lives for themselves and their families.

So next time you feel unmotivated or confused about whether you should start your own business, ask yourself this question...

"Am I a true entrepreneur?" If the answer is yes, then you can take action. If you answered "No", then it might be time for you to rethink your career path.