Common Mistakes and Optimization Tips for A+ Content (Enhanced Brand Content)

When brands first experiment with A+ Content (Enhanced Brand Content), they frequently make predictable mistakes that limit the format’s potential. Fortunately, many of these errors are easy to correct. Below are common pitfalls, practical fixes, and optimization tips to help beginners get the most from their enhanced product pages.

Common mistakes

• Too much text: Long paragraphs and dense descriptions intimidate shoppers. A+ Content should be scannable—use short headlines, bullet-like feature lines, and minimal supporting copy.
• Poor image quality: Low-resolution or poorly composed photos undermine trust. Blurry images, inconsistent lighting, and irrelevant stock photos reduce perceived value and credibility.
• Keyword stuffing: Trying to treat A+ Content like a keyword field leads to awkward copy and poor shopper experiences. Focus on benefits and clarity, not search density.
• Ignoring mobile layout: Content that looks great on desktop but becomes unreadable on mobile loses most of its impact. Mobile-first design is essential, given the prevalence of handheld shopping.
• Non-compliant claims: Unverified performance claims, medical assertions, or pricing/promotional text can cause rejections and account issues. Always follow the platform’s policy guidelines.
• Inconsistent branding: Jarring use of multiple typefaces, colors, or photography styles creates a fragmented brand presence and can confuse buyers.
• Missing the customer question: If the content doesn’t answer the primary buyer objections—fit, compatibility, materials, or use cases—shoppers remain uncertain and are less likely to convert.

Optimization strategies

• Prioritize clarity and benefits: Lead with the core value proposition. Each module should answer a shopper’s implicit question: What problem does this solve, and how will it help me?
• Use strong visual hierarchy: Arrange elements so the eye naturally moves from the most important benefit to supporting details. Use bold headlines, clear visuals, and short captions.
• Leverage comparison charts wisely: Compare only relevant SKUs or variants; avoid unnecessary complexity. A well-designed comparison chart can reduce confusion and channel shoppers toward the right SKU.
• Test with A/B experiments: Use platform tools to test alternative headlines, hero images, or copy lengths. Measure conversion rates and sales lift rather than relying on subjective aesthetics.
• Monitor analytics beyond sales: Look at engagement signals—time on page, image clicks, and exit rates—to understand which modules attract attention and which are ignored.
• Iterate on worst-performing modules: If a particular panel shows low engagement, revise the image, simplify the copy, or replace it with a comparison or FAQ block.
• Localize thoughtfully: Translate and adapt imagery and examples for local markets. Don’t rely on direct translations—cultural context and units of measure matter.
• Repurpose assets for consistency: Maintain a shared library of approved images, icons, and copy snippets to ensure consistent quality across many SKUs.

Measuring success

To know whether your A+ Content is working, track a few core KPIs:

• Conversion rate: The percentage of sessions that result in a purchase for the product page. A+ Content aims to increase this metric.
• Sales lift: Compare sales volumes before and after publishing A+ Content, controlling for promotions and seasonality.
• Return rate: A decrease in returns often indicates clearer product understanding.
• Engagement metrics: On some platforms you can track clicks on images or modules, time spent on the content, or interactions with comparison charts.

Optimization workflow

1. Publish an initial A+ layout that answers the top buyer questions and includes strong visuals.
2. Collect at least a few weeks of data; compare conversion and return rates to pre-A+ baselines.
3. Run focused A/B tests (one variable at a time) and measure the impact on conversion.
4. Iterate based on data—swap images, shorten paragraphs, or add clarifying charts.
5. Scale winning templates to related SKUs and localize where needed.

Example scenario

A headphone brand launched A+ Content with a long technical paragraph about driver size and frequency response. Conversion did not improve. After testing, the brand replaced the paragraph with a simple comparison chart (comfort, battery life, noise isolation) and a lifestyle image of someone using the headphones during a commute. Conversion rose, and customer questions about battery life decreased—showing that shopper priorities were clarity and quick comparisons, not technical depth.

Final tips for beginners

• Start simple: a strong hero image, three feature blocks, and a short brand story often outperform complex layouts.
• Keep the customer front and center: answer their most frequent questions first.
• Invest in one or two professional images if possible—visual quality has outsized impact.
• Measure, test, and iterate: small, data-driven improvements beat big speculative redesigns.

By avoiding common mistakes and adopting a test-and-learn approach, A+ Content (Enhanced Brand Content) becomes a powerful tool to build trust, reduce friction, and grow sales. The format rewards clarity and relevance—get those right, and the rest follows naturally.