A guide to Syndigo CXH
How to enhance your retail product content with Syndigo CXH
At SPLASH we use Syndigo Content Experience Hub or CXH to upload photos and videos to retail e-commerce websites (such as Walmart.com and HomeDepot.com).
The retailers themselves have content limitations that require a workaround. Walmart, for example, offers photo and copy upload above the fold, but it ends there. The content below the fold is not accessible through the retailer’s backend.
Syndigo’s Content Experience Hub provides the ability to upload additional content to most retail e-commerce platforms by charging per product skew. In our eyes, it is 100% worth the cost.
Enhanced content live on Walmart.com
Why all this effort? Content is essential to a great online shopping experience. It provides shoppers the ability to see the product up close. It allows sellers to distinguish key features while establishing themselves as a trustworthy and legitimate manufacturer. Most importantly, high-quality content INCREASES SALES.
When shoppers are exposed to high-quality content, conversion rates increase anywhere from 12% to 36%.*
A video walkthrough of enhanced content uploaded with Syndigo CXH
About Syndigo
According to its website, Syndigo is the largest single-source network for managing and syndicating complete and accurate product information. In the past year, Syndigo has purchased 7 companies with expertise in analytics, e-commerce product pages, product descriptions, workflows, asset management, and content management.
In SPLASH’s initial review of enhanced content providers, we stumbled across multiple options, most of which lead us back to Syndigo’s website as being recently acquired.
2019 Syndigo Acquisitions:
August 12, Syndigo Acquires eCommerce Optimization Provider SellPoints
July 15, Syndigo Acquires European Content Provider WiseBase
July 25, Syndigo Acquires Content Provider Shotfarm
April 9, Syndigo Acquires Content Analytics, Inc.
January 9, Syndigo Acquires ItemMaster to Expand its Product Database and Retailer Reach
January 6, Syndigo Acquires Edgenet
Syndigo’s backend CMS
Syndigo CXH Review
The Good:
The ability to post images to e-commerce sites (YAY, that’s why we’re all here, right?)
Helpful customer support. CXH has a dedicated team within Syndigo, all of whom are up to date on the latest discussion regarding our products.
Relative layout freedom. The backend provides enough wiggle room to offer varied content designs to clients.
The Bad:
Cumbersome backend. You can expect several clicks to get where you need to go.
Unknown review/publishing time. Both Syndigo and the retailer must approve the content before it's pushed live. At SPLASH, we keep records of when content was submitted and approved by parties to minimize frustration. In some instances it has taken two days to publish, and in a handful of other instances, it has taken ten.
Example Content Page
Hyper Tough is to-date our favorite Syndigo CXH live content. The images are vivid, the videos are high-energy, and the sales are fantastic. Below we’ve outlined what about the Hyper Tough content works so well.
Why Walmart.com’s Hyper Tough Page Works
Initial product image in a studio setting
Product video
Lifestyle and in-use images
Variation of product views
Image and explanation of each feature
Consistent color in images
Second video with large thumbnail
Takeaways
SPLASH will continue to use Syndigo CXH to upload content to retail websites. The ability to upload photo and video content below the fold is well worth the work and expense. In the future, we will test the Syndigo competitor, Salsify.
Who We Are
SPLASH is your integrated creative solution. We are designers, directors, cameramen, editors, and problem solvers who elevate brands to their fullest potential. From studio and location product content to package design, we are your creative partner.
Need help filling your e-commerce pages with great content? Reach out to Emily Thorsen at emily@splashcreatives.com
* Based on average ongoing WebCollage A/B testing across categories and geographies. We’re currently running A/B tests of our own and will report back with additional stats.
CXH is formally known as Webcollage