How to turn interest into purchasers with content that converts

Optimizing Your Digital Shelf Content

‍Turning a shopper's interest into a purchase takes more than just getting them to your product detail page. In this episode of Retail Ready, Manassaline Coleman breaks down how to craft content across the digital shelf that not only captures attention, but drives action.

Your content is competing for attention at every touchpoint, from your PDP and enhanced content to your brand store and beyond. A content strategy that balances compelling brand storytelling with the critical information shoppers need to confidently click "buy" is the winning strategy.

‍What You'll Learn:Optimize Your Copy for Discovery and Conversion

• Leverage product titles as prime real estate for high-impact keywords
• Use descriptions and bullet points to answer frequently asked questions
• Highlight your product's biggest benefits where shoppers need them most

Make Your Imagery Work Harder

• Go beyond basic product shots to showcase key features and benefits
• Use visuals to reinforce messaging and answer shopper questions
• Create comparison images that help shoppers understand your value proposition

Build Confidence with Enhanced Content

• Deploy A+ content and brand stores to differentiate your products
• Use side-by-side comparisons to help shoppers find the right fit
• Showcase complete product lines and use cases (like full routines or regimens)

The Bottom Line:73% of shoppers say detailed product content is the #1 reason they click "buy"—and 34% end up purchasing from a different brand based on the information they find online. Your content can make or break the sale.

Ready to make your digital shelf content work harder? Watch now.