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    August 13, 2020
    9 minute read

    Ecommerce PDP Examples : Winning Household and Cleaning Essentials Brands | Salsify

    by: Salsify

    Different retailers call enhanced content by different names: Amazon calls it A+ content, and Walmart calls it rich content. While each retailer uses enhanced content in varied ways, research shows consumers are more likely to purchase when enhanced content is present on a product detail page (PDP).

    Brands don’t need to go through added, taxing effort to accommodate each retailer’s requirements. Using Salsify’s Enhanced Content capabilities, brands can formulate comparison charts, image galleries, videos, editorialized storytelling, and more for multiple products at scale.

    Using easy-to-assemble, rule-based templates, they can then activate the content across top retailers from a single, integrated platform. 

    For household and cleaning essentials brands, where the product use and critical features likely won’t change drastically from one retailer shopping audience to another, winning PDPs use a range of image- and icon-heavy content to sell their products and tell their brand stories on the digital shelf.

    1. Method

    Born in 2001, the green, designed-focused home cleaners went from being in a single store in California to most major U.S. retailers and features more than 60 products. The Method landing page features a colorful branded image and copy to let consumers know they’ve reached the right place on Walmart.

    Load Image Galleries With Helpful Tips, Tricks, and Essential Features 

    Image galleries are a visual, consumer-engaging use of enhanced content space. Ensure each piece of content is maximized. Leave behind the quippy, short lines, and equip consumers with information-rich details. 

    • Better: Image galleries with single copy lines
    • Best: Image galleries filled with informative, helpful product details 

    Introduce or Reintroduce Consumers to Brand Values 

    Method dedicates a section of most of its enhanced content space to talk about its brand values and how the products are conjured, crafted, and designed to be green. They also highlight their Platinum LEED and Platinum TRUE certified for zero waste soap factory in Chicago.

    • Better: Reiterating the brand tagline 
    • Best: Diving deeper into the core values and community that consumers might be seeking

    Showcase a Balanced Combination of Branded and Product-Specific Information 

    When talking about your products and brand, having too much information about the brand doesn’t give the consumers the in-depth product details they are expecting. Too much information about the product limits cross-selling and brand-building opportunities. Balanced, consistent product content is key.

    • Better: Brand- or product-focused content 
    • Best: An even approach that states consumer needs for product information and brand allegiance

    Enhanced Content Rich Media Method Walmart Salsify PDP Example

    Image Source: Method Walmart

    2. Clorox

    Even the well-known, legacy cleaning and home essentials brand Clorox maximizes extra product storytelling exposure on its Target PDPs and uses the space to communicate and build confidence with consumers.

    Double-Expose New Catalog Offerings While Highlighting Proprietary Features

    When introducing a new product line to consumers, use PDPs to explain the patented or proprietary technology behind the products. Talk about the effectiveness and appealing scents like Clorox does: “Our powerful Clorox Scentiva toilet cleaners don’t just sanitize and remove tough stains like limescale, rust, calcium and hard water, they fill your bowls with captivating scents too.”

    • Better: Use the space as a branded ad
    • Best: Teaching consumers about the one-of-kind features or formulas in your products

    Inspire Consumers Using a Visual Product Overview 

    Front-load shoppers with ideas on where and how they can use the item. A visual product overview (images and corresponding copy over top) explains the effectiveness, uses, properties, and benefits of a product, grabs the attention of consumers, and makes learning about the product quick and fun. 

    • Better: Plenty of bullets describing features 
    • Best: A product overview using aspirational images and clear, quick, helpful copy points

    Clorox Enhanced Content Product Display Page Target Example Salsify

    Image Source: Clorox Target

    Visually Outline Step-By-Step Product Instructions

    When talking about the Clorox ToiletWand, the brand makes a seemingly simple to understand product powerful and multi-faceted by outlining step-by-step uses and properties. They simultaneously highlight how the product is preloaded with the cleaner to make scrubbing under the toilet rim, clearing bowl stains, and deodorizing more interesting and can’t-live-without.  

    • Better: Listing product how-tos
    • Best: How-to videos and image galleries

    3. Rowenta

    Rowenta’s landing page on Amazon is proof branding content can be simple yet impactful. With a clear, telling tagline and image, consumers shopping for high-quality garment steamers and irons are already enticed to want to know more.

    Proactively Answer Consumer Questions

    When reading through the bullets, consumers often have questions. Many then ask these questions in the Q&A section at the bottom of Amazon’s PDPs. Review these questions often, and include some of the most frequently asked in the enhanced content.

    Rowenta does this well by highlighting a stand-out, but somewhat confusing feature and answering “What is a Steam Station?”

    • Better: Thinking like a consumer and answering questions before they are asked
    • Best: Referencing ‘Customer questions & answers’ section for often-asked questions and optimizing content with those answers 

    Help Consumers Decide With Comparison Charts

    Products within your catalog can have the smallest of differences in details. Consumers may not understand why one product may be more expensive than another one. Do the cross-reference work for them and list out six or more features in comparison chart form.

    • Better: Comparison charts created by retailers 
    • Best: Comparison charts consisting of your own brand products

    Rowenta Amazon A+ Content Enhanced Brand Content Comparison Chart Example Salsify

    Image Source: Rowenta Amazon

    Design Easy-to-Understand Icons for Faster Scanning of Product Information 

    Consumers are moving fast while they research. Make their journey speedier and easier by designing iconography to describe your product features and formulas. According to a Salsify 2020 consumer research report, if consumers need to dig for the information they’re seeking, 58% won’t click buy. 

    • Better: List features in bullet form
    • Best: Reiterate those features using instantly-understandable icons
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