Communications and Technology Industry Research

One of the top reasons people who don't actually order merchandise online (though they may "window" shop for research), after security issues, is the fact that they don't like that they can't see and touch a product. If you do any shopping online, chances are, once or twice, you got something that wasn't as you expected. A weird color misrepresented by digital color swatches, something that was much smaller or larger than it appeared online, something with quality not up to par, etc. Obviously, e-shopping is never going to be able to remedy the lack of "touch" on a product on a Web site, but there is a second-best option: as much information about the product as humanly possible.

 

Results of new proprietary research, The e-tailing group/ARS eCommerce Online Content Impact Survey, clearly conclude that merchants must provide comprehensive content to satisfy and convert today’s multichannel shoppers.

 

Over three-quarters (77%) of the 650 women and 350 men surveyed in August 2007 state 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 particular Web site.

 

“Feedback from these consumers, who spend over $500 while shopping online four or more times annually, demonstrates that they are reliant on robust content to research across channels and make confident buying decisions,” stresses Lauren Freedman, president of the e-tailing group.

 

Comprehensive content is imperative for cross-channel success as 66 percent of respondents conduct research for products online half the time or more — regardless of the channel in which their purchase is made (web, catalog; store).

 

Topping the list of categories where having detailed product information available is so important that shoppers feel they would be unable to complete purchases without it are: clothing and accessories (64%), computer hardware and software (52%) and consumer electronics (49%).

 

Seventy-six percent of those surveyed report that content is insufficientto complete research or purchase online “always, most often or some of the time.” Incomplete content is also a factor as 79 percent “rarely or never” purchase a product without complete product information.

 

Resulting actions for 72 percent are to abandon the site and go to a competitor or research further online, typically finding what they want elsewhere.

 

“Specifically the product page should incorporate the best in text, imagery, tools, plus customer service information as it is a destination where consumers look for desired in-depth content.” adds Jay Heavilon, President of ARS eCommerce LLC.

 

When purchasing online, 52 percent of shoppers spend six minutes or more on the product page. Allocation of time spent on the product page is devoted to reading text/product copy (43%), viewing product images (31%) and using tools (26%).

 

“It is apparent that everyone wants more information,” continues Heavilon, “In fact, 91 percent 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."

 

“Conversely, limitations in product content prohibit consumer decision-making and can result in lost sales,” cautions Ms. Freedman. “We cannot emphasize enough the need for comprehensive content on e-commerce sites.”

 

For more information about the study, visit www.arsecommerce.com.