In a previous post, we mentioned how marketing managers are increasingly prioritizing content. The result is a new standard for brand pages. A few years ago, placing videos and reviews on product pages was an innovative move. Now, brands that have failed to incorporate such features on their site are becoming the minority. L2 and Demandware’s Intelligence Report: Content & Commerce finds that 71% of brands in the US feature and close to half feature videos on product pages. Western European and Asian sites have less content integrated.
Yet, brands that include more sophisticated features on their product pages (tutorials, user-generated photos, and guided selling tools) are still in the minority. Brands in the technical categories are slowly changing that, using product specs to sell their products. Lifestyle brands are sure to follow, even if at a slower pace. Callaway Golf and Burton are examples of what the new product should look like.