From attention to action: Optimizing e-commerce content

It's well known that human attention spans are now shorter than that of a goldfish, averaging just 8 seconds. Now, imagine that limited attention in the cluttered world of e-commerce. One effective way to capture it is by investing in the optimization of e-commerce content, such as ads, image carousels, and A+ content.

However, grabbing attention alone isn’t enough to convert a visitor into a buyer. While our latest research shows that A+ content can significantly enhance brand perception—making it feel more relatable, trustworthy, and innovative—it doesn’t guarantee a purchase. Inspired by these challenges, we conducted an internal study using a realistic e-commerce replica. This setup allowed us to test interactive stimuli and observe respondents' shopping behaviors in a controlled environment.

‍

The results show that 82% of respondents stated intent to purchase a product, but only 13% made spontaneous purchases from the PLP or PDP, which underscores the importance of using behavioral methods.  

Mobile-first approach to testing

‍

With mobile commerce on the rise, projected to grow from 56% of total e-commerce in 2018 to 62% by 2027, it's clear that consumers are increasingly shopping on their phones and tablets. To keep pace with this shift, e-commerce research must evolve with agile and diverse methodologies that cater to the mobile experience.

‍

As the e-commerce landscape continues to change, ensuring your e-commerce content is optimized and thoroughly tested for mobile devices is crucial. By embracing a mobile-first strategy and leveraging behavioral insights, brands can enhance their online presence, drive engagement, and ultimately, boost sales.

‍

Because we recognized the growing importance of mobile e-commerce, in this study, all stimuli were tested on respondents' mobile devices. We utilized an A/B testing approach across two product categories: cereals and men's grooming products.

‍

The intricate nuances of e-commerce content

‍

In the Cereals category, we analyzed the impact of including a video in the image carousel on the product detail page (PDP) compared to having no video. For Men's Grooming Products, we evaluated the presence of an advertised product versus no advertised product on the product listing page (PLP). Additionally, on the PDP, we tested the effectiveness of A+ content against having no A+ content.

‍

Here are just a few insights that highlight how managing e-commerce content is far more nuanced than it initially appears.

‍

• The 'Add to Cart' button is a critical element. Investing in advertising for e-commerce is a smart move, but without an "add to cart" button next to the ad—especially for low-investment FMCG products—shoppers are unlikely to click through to the product detail page. Instead of providing a direct path to conversion, your product information might get lost in the sea of other content. Make it easy for customers to take action right away.

• For PDPs, image carousels, especially those with videos, are highly engaging and encourage deeper scrolling. However, videos must convey key information within the first few seconds, since the attention span doesn’t go over 3.5 seconds.

• A+ content can significantly enhance brand perception—making it appear more relatable, trustworthy, and innovative. However, make sure you keep the fresh content throughout your A+ content on PDP, and avoid repetitiveness. Repeated content is overlooked by one quarter of visitors.

In conclusion

While every product and its e-commerce content should be tested individually, certain principles of effective e-commerce content are beginning to emerge.

‍