Why does weak rich content ruin the economy? Because the card is not a showcase, but a "meeting room" for 10-20 seconds. The user logs in, scrolls through the first photos, and must instantly answer three questions.:
- what kind of product is this and for what purpose;
- how is it better than alternatives;
- why the price is justified.
If the answers are not read, the person does not argue, he just scrolls down. And there's a systemic marketplace problem waiting for him: recommendation shelves. They are designed in such a way that they pick up a doubting buyer and show "similar" things, often cheaper, with a clearer presentation or more beautifully packaged. At this point, you actually pay for the user's entry into the card... so that the algorithm helps him leave for a competitor. Hence the paradox that you correctly emphasized: a high CTR does not save if the card does not convert into action.
What makes good rich content and why did it increase up to 11% in the basket?:
- Retention. It increases the time in the card and the chance that the buyer will reach the key blocks (benefits, equipment, scenarios, guarantees).
- Quick reading of the value. Clear theses and visual "proofs" relieve cognitive stress: you don't have to figure out why the product fits.
- Emotion + usage scenario. People don't buy the characteristics, but the result. When you show "how it will be in life," motivation is activated, and the product is added to the basket before comparison with analogues begins.
- Protection from recommendations. The less doubt there is, the less scrolling down and the less chance of "falling through" into competitive shelves.
- Reducing price sensitivity. If the value is formulated and visualized, the buyer trades less with his eyes and less often switches to "the same thing, but cheaper."
How does this translate into managerial conclusions for business:
- Rich content is an investment in the effectiveness of paid traffic, not just "design improvement."
- The KPI of the card is not a CTR, but a bundle: inspections → shopping cart → order → purchase. If the CTR is high and the shopping cart is weak, the problem is almost always in the packaging of the value.
- The best approach is to make rich content not "according to a template", but according to the sales structure: pain → solution → proof → scenarios → package → withdrawal of objections → call to action.
