In all the confusion there is one constant “The Content.” No product page will ever be better than the content that is put into it, which is why it is important that your content is fueled - that it is rocket fuel - powering search, consideration and conversion. For rich content to boost sales, it needs to be fueled for the digital shelf. This includes - but is not limited to - crisp imagery, punchy headlines and interactive elements. Once a user interacts with content they have a substantially higher conversion rate.