Because 'Pretty' Content Isn’t Always Effective Content

In a world of high-quality photography and beautiful UIs, one thing still breaks performance: content that’s unclear or emotionally flat.
So we asked:

Is the product truly understandable to the shopper?
Does it evoke trust, confidence, and desire?
Can we measure that without bias?

Map Every Message to a Moment That Matters

The SPICE Content Navigator breaks your customer journey into 5 clear stages - and shows exactly what kind of content works best in each. Whether you're sparking interest or building loyalty, this framework gives your team instant clarity and creative direction.

Awareness - Grab attention emotionally

This is where first impressions happen. Use bold visuals, storytelling, and top-of-funnel creative to earn that initial click or pause.

Every Product Page Sits Somewhere on This Grid

We built this model to help brands evaluate content beyond “good photos.” It’s about the intersection of function and feeling—
does your PDP communicate clearly, and connect emotionally?

Where Are You on the Content Map?

Zero Moment of Truth

(Low Clarity + Low Emotion)

Generic photos, missing context, no sizing
High bounce, high returns

Functional but Flat

(High Clarity + Low Emotion)

Great info, but no desire or brand feel
Converts analytically, but not emotionally

Emotional but Vague

(Low Clarity +
High Emotion)

Feels aspirational, but unclear what’s actually sold
Good for brand lift, poor for purchase decisions

Conversion Sweet Spot

(High Clarity + High Emotion)

Clear sizing, specs, visuals AND brand narrative
Lowest return rate, highest trust and sales

Benchmark My PDP →

A Side-by-Side of Standard vs. Elevated Content

We evaluated over 3,000 PDPs to learn what content actually moves customers. The difference isn’t just lighting—it’s storytelling, clarity, and trust.

Basic PDP
(low clarity, low emotion)

Elevated PDP
(crisp lighting, real-life context, brand feel)
Great content isn’t louder. It’s clearer and more emotionally aligned.

More Than Just Looks: Why PDP Content Drives Growth

Clarifies buyer expectations → fewer returns
Boosts trust → higher conversion
Aligns teams around measurable strategy

From Chaos to Clarity - In 3 Simple Steps

Step 1:
Audit & Align – We map your current content against each customer journey stage.

Step 2:
Plan & Produce – Story-driven top-of-funnel meets rational proof at the bottom.

Step 3:
Track & Optimize – Measure, refine, repeat. Grow smarter every month.

Talk to a Strategist

Want to Know Where You Stand?

We’ll assess your PDPs and place you on the Navigator grid. It’s confidential, expert-reviewed, and free for first-time contributors.

Impressum
Managing Director: Dr. Phillip Kirst,
Company registration number: Amtsgericht Lübeck HRB 19408 HL
VAT identification number: DE 290 642 797
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Because 'Pretty' Content Isn’t Always Effective Content

Is the product truly understandable to the shopper?

Does it evoke trust, confidence, and desire?

Can we measure that without bias?

Map Every Message to a Moment That Matters