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BizReport : Blogs & Content archives : May 07, 2012

How rich content is helping brands online

Rich content isn't new to most of the online universe, but rich content is helping some manufacturers connect at a deeper level with consumers. One of the platforms facilitating this is WebCollage, a provider of rich product information to retail websites. Through their platform manufacturers can publish to help increase sales, reduce return rates and improve conversions.

by Kristina Knight

webcollage.pngIn some cases conversions have increased by up to 30%. Through WebCollage brands can deliver content inline as HTML which has an impact on SEO rankings. Now the platform is also offering user-generated product review videos for retailer websites across North America and Europe.

"WebCollage introduced [Power Pages] into the market two years ago and has been very successful in using technology to allow manufacturers unprecedented access to communicate to shoppers on retail product pages online," said Scott Matthews, WebCollage CEO. "From testing WebCollage has conducted, we typically see an uplift of 6-18% in sales from the Mini-Sites and a 12-36% increase from Power Pages."

WebCollage is also helping manufacturers connect through the mobile space. With more shoppers using smartphones in-store to research prices or to place actual orders, brands need a mobile-friendly solution. WebCollage helps brands create rich product information like QR codes or coupons which can be scanned in-store by consumers.

"[Consumers] then print QR codes on the product packages. When shoppers scan the QR codes, they see the rich product information and can make an informed purchase decision," said Matthews. "The WebCollage platform lets manufacturers use the same information that's supplied to retailer websites for mobile shoppers, and letting manufacturers control it in real time."

As for future challenges, Matthews believes optimizing assets across screens will be a challenge for manufacturers moving forward.

"The next hurdle will be focusing on optimizing those assets. There is typically a similar message being delivered throughout the web, often one that mirrors offline marketing. As changes in WebCollage technology allow manufacturers more flexibility in terms of content delivery, we anticipate more focus on assets being created specifically for the retail (e-tail) market," said Matthews."

Tags: branded content, ecommerce trends, online content, product pages, retail content, WebCollage

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