And thus, the case for a thoughtful online content strategy…
“As online retailing and marketing have matured, many retailers and marketers have learned that consumers have an insatiable thirst for information about the products they research and buy online. A variety of these retailers have attempted to gauge the right amount of product content for their Web sites, ultimately discovering that more product content is always better at driving conversions and desired customer outcomes. As a result, a majority of retailers rank improved product content — which ranges from sizing charts to images and video — as their top priority in the coming year.” Specifically, a well-executed online content strategy can: – Help online retailers boost customer buying confidence – Support critical cross-channel shopping scenarios – Enhance manufacturers’ brand, sales, and retailer support efforts
Source: Maximizing E-Commerce Content to Drive Sale, Forrester Research, May 2008