OZON Boosts Conversions with Enhanced Product Page Content

This article details how to create high-converting product detail pages on the OZON platform using JSON rich content. It covers the creation steps, techniques for adding images and videos, and how to highlight product selling points through a combination of text and visuals. It also reminds sellers that JSON is not suitable for all product categories and emphasizes the importance of understanding customer needs and continuous optimization to help sellers increase store sales. The guide provides practical tips for leveraging JSON to improve product presentation and ultimately boost conversion rates.

E-commerce sellers on OZON frequently face the challenge of low conversion rates despite attracting visitors to their product pages. The platform's JSON detail pages offer a potential solution, transforming static text descriptions into visually engaging, information-rich displays that function like round-the-clock sales representatives.

The Dual Nature of OZON's JSON Implementation

Unlike other platforms, OZON treats JSON rich content and traditional text descriptions as mutually exclusive options. Activating JSON automatically hides standard text descriptions, requiring sellers to carefully consider their target audience's preferences and their product's presentation requirements before implementation.

Creating High-Converting JSON Content

The process begins in the OZON seller backend:

Navigate to the product editing page and locate the "Rich Content" option in the "Media" section
Access the visual editor and create a new page template
Select and customize widgets from the available options including images, text blocks, and video components

Visual Elements: The Core of Effective Presentation

High-quality images serve as the foundation of compelling JSON content:

Use JPG, JPEG, or PNG formats (maximum 10MB per image)
Prioritize original product photography showcasing multiple angles and usage scenarios
Highlight key product differentiators through strategic visual presentation

Video Integration for Enhanced Engagement

Product videos significantly increase engagement by demonstrating functionality and building consumer trust. Sellers can incorporate videos through direct links or YouTube integration, with preview functionality ensuring proper implementation.

Strategic Text Placement for Maximum Impact

While JSON emphasizes visual presentation, well-crafted text remains essential for conversion optimization:

Use concise headlines to emphasize product advantages
Pair specific images with complementary descriptive text
Maintain consistent messaging across visual and textual elements

Audience Considerations and Platform Limitations

Market research indicates many Russian consumers still prefer traditional text descriptions, and standard text offers superior SEO capabilities. Sellers should carefully evaluate their product category and target demographics before committing to JSON implementation.

Key Recommendations for Implementation

Establish clear objectives before content creation
Align presentation style with customer preferences
Highlight unique product value propositions
Maintain balanced integration of visual and textual elements
Continuously optimize based on performance metrics

When executed strategically, OZON's JSON rich content functionality can significantly enhance product page performance, though careful planning remains essential for optimal results.