A+ Content (formerly EBC) can increase conversion rates by 5-10%. But only if you design it right.
1. The Cross-Sell Grid
The "Standard Comparison Chart" module is the most powerful tool you have. Use it to upsell customers to your more expensive items.
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Example of a Comparison Chart driving Higher AOV.
2. Lifestyle Immersion
Don't just show features. Show the feeling. Use large 970px wide banner modules to show the product in use by happy people.