From Static Text to Multi-Sensory Experience: The Role of Video and Audio
Today's customers are accustomed to visual and video content. The smart catalog meets this need.
A) The Power of Explainer Videos
When a product or service is complex, reading a long paragraph can be tiring for the customer. By placing a short video (e.g., 60 seconds) right next to the product in the catalog, you can:
- Quickly demonstrate the how-to or the key benefits of the product.
- Convey the brand story and product quality through visuals.
- Significantly increase the Dwell Time on that page, which is a positive signal for search engine algorithms.
B) Interactive 360-Degree Images
For products such as furniture, décor, or industrial equipment where the customer needs to see every detail, 360-degree images or 3D models are excellent. The customer can rotate, zoom in on the product from any angle without leaving the catalog, simulating the feel of physical touch.
Converting Visitors into Buyers: Lead Forms and CTA Buttons
The most important goal of interactivity is to create a direct path from the catalog to the shopping cart or contact point.
A) Smart CTA (Call to Action) Buttons
CTA buttons are no longer just a simple "Click Here"; they must be smart and diverse:
- "Quick Order" (for B2C products).
- "Request Quote" (for B2B products with variable pricing).
- "View More Details" (links to the dedicated product landing page on the website).
B) Lead Generation Forms
One of the best features of smart catalogs is the ability to embed lead forms directly without needing to transfer the customer to the main website. For example:
- A short form on the last page for "Receive a special discount on your first purchase."
- A form on the services page for "Request a consultant call."
These forms remove friction from the lead generation process and increase the Conversion Rate.
Learn More About SEO and Smart Catalogs
Enhanced Navigation and User Experience (UX)
Interactivity is not just about appealing content; it's about making customer movement within the catalog easier.
A) Smart Internal Linking (Deep Linking)
A professional catalog must be structured. By using Smart Internal Links (Deep Linking), customers can quickly jump from the Table of Contents to the desired section, or be guided from one product page to a complementary product page (e.g., from a jacket page to a matching trousers page). This streamlines the User Experience and eliminates customer fatigue from excessive browsing.
B) Advanced Search Capability
Nothing is worse than a customer looking for a specific product and being forced to flip through 40 pages. Powerful text search capability in the e-publication allows the customer to be directed straight to the desired product page with a single keyword. This capability greatly increases the Utility of the catalog.
Final Words
The smart catalog is an interactive tool that allows the customer to take action instead of just being a spectator. By intelligently adding videos, lead forms, and CTA buttons, you transform your catalog from a mere showcase into a 24-hour interactive store. These dynamic tools are not just visual aesthetics; they are your primary weapons in the battle for customer attention, increasing Engagement and Sales. Take interactive tools seriously so your catalog starts working, not just showing.
