Belkin recently published Amazon product pages that leverage Amazon modules to showcase how interconnected products relate across an entire product family.
In our first post about Creating Smart Content for Product Families (we recently updated that discussion here), we looked at A+ pages JOHNSON’S baby created for Amazon which focused primarily on the product family before delving into unique content for each individual item. Since Amazon changed their A+ content requirements in May 2015, we’ve been looking for innovative ways brands have been using modules to tell compelling stories about product families or product lines. In this installation, we’ll be looking at the approach Belkin took in creating A+ content for their WeMo line of products.
Tell Customers Exactly What They’re Buying
Though it made sense for JOHNSON’S baby to frame their entire A+ strategy around the product family and the role each product played within it, that’s probably not the best course of action for complex consumer electronics items. This WeMo A+ content gives the consumer an essential breakdown of the product in the first module alone: a concise paragraph explaining what the product does, scannable bullets that give the key features and benefits, a high-resolution, enlargeable product image, and a list of exactly what the consumer will receive in the package. Presenting all of the necessary information right away makes sure the customer can know quickly if this is a product they might be interested in, and if it is, there’s more detailed information to follow.
Although the focus here is not primarily on the product family, note that Belkin has chosen to use the WeMo logo, and refrains from using “Belkin” branding in any of the copy. The consumer is shown both visually and verbally that this product specifically belongs within the WeMo product family.
After the product has been appropriately introduced, each individual feature is described in detail. Belkin has done an excellent job of creating strong visual assets to help tell their product story, incorporating high-resolution photography of the product in use as well as the accompanying user interface. Each product feature is given it’s own detailed paragraph and corresponding image, thoroughly covering how the product works and why it is beneficial.
Focus on the Product Family
The WeMo product line offers a wide variety of gadgets than can be automated and controlled by the WeMo app on a smartphone or tablet. After the product has been properly described, now the focus must move on to its place within the product family. This is an ideal time to use boilerplate copy, as the same detailed information about the app, its creative abilities, and its compatibility and flexibility are relevant to every product within the WeMo product line. Boilerplate copy is especially beneficial for cross-selling products, and is particularly useful when you need to bundle A+ content for an entire product family to meet Amazon Module 2.1 requirements. This templated content is also helpful when you need to lengthen product descriptions, but have a limited amount of product-specific text to work with.
To make this approach work properly however, it’s essential that you have ample marketing images and text to properly tell the product line’s story. Being consistent across each product page, with the same visual cues and relevant information to the product line, helps built customer confidence and informs how the products work together.
Use Detailed Product Information to Cross-Sell
For products like these WeMo devices, simply putting them in a product matrix with titles, thumbnails, and clickable links is not enough. Unlike product lines in matrices which may “compete” with each other, such as external hard drives with varying amounts of capacity, WeMo products are meant to be used in conjunction. By detailing the basic product information for each item, including their ideal use scenarios and add-on options, Belkin successfully introduces more ways to enjoy the WeMo family, and gives the consumer an easy avenue to learn more about the related products.
The Takeaway
Though the primary focus of consumer electronics A+ content needs to be on the product’s individual features and benefits, using consistent, descriptive text and imagery across the entire product family ensures consumers understand how the products work together and helps to more effectively cross-sell.
