Enhanced Content 101: What Suppliers and Retailers Need to Know

Enhanced Content has become more than essential in today’s e-commerce landscape, where shoppers expect seamless digital experiences. Rich media elements like videos, 360° views, and comparison charts help brands stand out, build trust, and drive conversions. 

This guide walks through the fundamentals of Enhanced Content, how to implement it effectively, and why it’s a key driver of product experience success. 

Core Content

Before layering in Enhanced Content, you need a solid foundation: Core Content. This includes product titles, descriptions, specifications, images, and pricing – everything required for accurate listings across retailer platforms. 

This is considered the basic, necessary content to be able to present your brand online. Core Content consists of primary assets used to feed into GDSN data, retailer eCommerce pages, or nutritional information sites. 

Enhanced Content Is Where to Engage 

Enhanced Content is where products move from simple descriptions to telling a story: creating ways to engage with consumers. It’s what helps to keep them on the page longer, learn more, and make more emotional connections to the product. Think of Enhanced Content as the movie preview that entices the viewer to want to learn more and see the complete show. And planning what you want to convey is a good way to start.

Telling a product story is an evolving thing. As features change or the market shifts, your product positioning may change as well. So start by working with what you have. As a supplier, if you are connected to an integrated platform that syndicates your content, updates can be done frequently and in near real-time. There’s no excuse to wait!

First, plan your page. Assess the additional content you have and can publish live now and consider how it fits into your PDP as part of the brand story.

How Much Does Enhanced Content Really Help? 

Just like a great movie, a well-crafted Product Detail Page (PDP) tells a story – one where the product solves a shopper’s challenge. And while it may not win an award, it can win conversions. 

Enhanced Content – like 360° views, contextual hotspots, and product videos – transform static pages into immersive brand experiences. The data speaks for itself: 

• PDPs with Enhanced Content drive 39% higher conversion on average. 
• Viewers of Enhanced Content are 19% more likely to add-to-cart or purchase then those who do not view Enhanced Content. 
• Visitors who interact with Enhanced Content are 58% more likely to add to cart or purchase than those who don’t.  
• Shoppers spend twice as much time actively engaging with PDPs that feature Enhanced Content compared to those with core content alone. 

How to Plan Your Product Detail Page 

Designing a high-performing PDP is like crafting a compelling story, it needs a strong beginning, an informative middle, and a persuasive ending. Here’s how to structure your page to maximize engagement and conversion: 

Step 1: Hook Shoppers Immediately (Top of Page) 

The top of your PDP is your brand’s first impression, and your most valuable real estate. With mobile-first browsing now dominant, many shoppers won’t scroll past the first screen unless something grabs their attention. 

To make an immediate connection: 

• Lead with Engaging Hero Content – interactive formats designed to stop the scroll. 
• Use Contextual Hotspots to highlight product features directly on lifestyle product images. 
• Add an Interactive Toolbar that lets shoppers choose what they want to explore, whether it’s specs, videos, or comparisons. 

This section should answer the shopper’s first question: “Why should I care about this product?” Think of it as your brand’s elevator pitch – delivered in under 15 seconds. 

Step 2: Build Depth with Core and In-Line Content (Middle of Page) 

Once you’ve captured attention, it’s time to build trust and interest. The middle of your PDP is where you tell the full product story – what it is, how it works, and why it’s better than the others. 

Here’s how to structure this section: 

Begin with Core Content: product names, hero images, key attributes, and basic specs. 

Follow with In-Line Enhanced Content that adds dimension: 

• Comparison charts to highlight differentiators 
• 360° spins to show product details from every angle 
• Instructional videos to demonstrate use cases 
• Lifestyle imagery to show the product in context 

This is where you answer: “What does this product do for me?” Be specific. Avoid boilerplate descriptions and tailor content to each variant or SKU. If your product solves a problem, show how. If it’s part of a broader line, clarify what makes this one unique. 

Step 3: Drive Action with a Clear CTA (Bottom of Page) 

The final section of your PDP should wrap up the story and guide the shopper toward a decision. It’s our closing argument to be persuasive and actionable. 

To finish strong: 

• Summarize key benefits in a digestible format. 
• Include a clear call-to-action like “Buy Now,” “Add to Cart,” or “Find in Store.” 
• Reinforce trust with social proof, customer reviews, and brand values. 

This section should answer: “Why should I buy this now?” Make it easy for the shopper to take the next step. 

Turn Engagement into ROI with Enhanced Content Reporting 

Once your product detail page is live, the next step is to understand how it performs—and how to improve it. Syndigo Enhanced Content Reporting gives brands the ability to track engagement, measure impact, and test different content layouts to see what resonates most. 

Use Enhanced Content Reporting to: 

• Compare content formats like videos, hotspots, and charts to see which drive more interaction. 
• Measure conversion lift by tracking cart adds and shopper behavior across PDPs. 
• Run A/B tests to evaluate different page structures and identify the most effective layout. 

This data helps you make informed decisions, refine your content strategy, and maximize ROI. With Enhanced Content Reporting, optimization becomes a continuous loop—publish, measure, improve, repeat. 

Finally: A Few Tips to Maximize Enhanced Content 

Enhanced Content is your opportunity to go beyond basic product specs and tell a compelling story that drives conversion. Here are some final tips to help you make the most of it: 

Highlight Specific Benefits 

Generic descriptions won’t cut it. Tailor your content to each product variant—whether it’s a model, flavor, or size—and showcase what makes it unique. Use comparison charts, Contextual Hotspots, and Interactive Toolbars to surface differentiators that matter to shoppers. 

Repurpose Existing Assets 

Review your marketing library for content that can be adapted for PDPs. Instructional videos, lifestyle imagery, trade show brochures, and even national ads can be formatted for online use to enrich the shopper experience. 

Think Like a Shopper 

Ask yourself: What problem is this product solving? What makes it better than alternatives? Use Enhanced Content to answer those questions visually and interactively—especially for mobile users who expect quick, intuitive engagement. 

Use Enhanced Content Reporting 

Syndigo’s reporting tools let you track engagement and run A/B tests to compare different content layouts. This helps you identify which formats drive the most interaction and conversion—so you can refine your strategy and maximize ROI. 

Follow Publishing Best Practices 

• Avoid external URLs that lead shoppers away from the page. 
• Don’t include static pricing or date-specific offers that may become outdated. 
• Ensure accessibility compliance for retailers that require it (Syndigo supports WCAG 2.0 AA standards). 
• Skip “Made in USA” claims unless fully validated—many retailers restrict them. 

By following these tips, you’ll create PDPs that not only look great but perform even better—driving engagement, trust, and sales.