Product Info Critical to Purchase Decision
According to a WebCollage survey, shoppers are more likely to linger and make purchases at retail websites that offer complete and compelling product
information. Survey respondents also noted that determining the compatibility of
a product they are researching with devices they already own, and determining
what accessories come with a product is useful.
"Customers want to know things like how a product works, its complete set of features and accessories and whether the product is compatible with products they already own," said Jed Alpert, Vice President of Marketing for WebCollage. "That's why manufacturers need to focus on providing their retail channel partners with complete product information, first and foremost."
WebCollage's 2007 Survey of Online Consumer Product Research Habits also revealed that having "poor online content" does force shoppers elsewhere:
- 37% of shoppers said they would visit a competitor's retail website to find the information they needed
- 55% said they would go to a manufacturer's website to find their information