Detailed content needed for ecommerce optimisation
Multi-channel retailers need to provide comprehensive descriptions to their customers if they want the technology to have an impact on sales, the e-tailing group has warned.
Some 77 percent of respondents to a survey the group conducted last month said that their interest in buying from a particular merchant was ‘very to somewhat’ influenced by the quality of content on its website.
Clothing and accessories, computer hardware and software and consumer electronics were the products for which consumers regarded detailed information as most essential.
Jay Heavilon, president of ARS eCommerce, said: “It is apparent that everyone wants more information. In fact, 91 per cent of those who completed this online questionnaire responded that they ‘almost always to frequently’ click to learn more when they find a product of interest.”
Lauren Freedman, president of the e-tailing group, echoed his sentiments: “Conversely, limitations in product content prohibit consumer decision-making and can result in lost sales. We cannot emphasise enough the need for comprehensive content on ecommerce sites.”
The survey found that 66 per cent of people research for products online half the time or more.
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