More than three-quarters of consumers surveyed in an e-commerce report say that their interest in buying from a particular merchant is “very to somewhat” influenced by the quality of content — descriptions, copy, images and tools — on a Web site.
The report, “The Content Dilemma — Consumer Insights and Merchant Execution,” was written by Lauren Freedman, president of the e-tailing group and extracted from findings from the research, “The e-tailing group/ARS eCommerce Online Content Impact Survey.”
Ninety-one percent of those surveyed responded that they “almost always to frequently” click to learn more when they find a product that interests them — meaning that they click to go beyond the initial product page and read further details.
“The product page,” Freedman wrote, “is a destination for consumers that must incorporate the best in text, imagery, tools, plus customer service information. Ultimately, should merchants fail to deliver on these demands, consumer decision-making will be postponed and shoppers will seek alternative channels and competitors, with impact ultimately felt in both lost sales and customers.”
Retail Strategies will bring you more from this report next week.