Consumers Want Detailed Info When Purchasing Products Online
Findings of a recent study highlight the opportunity for retailers to up their game; price ranked third in impacting purchasing decisions.The vast majority (94 percent) of would-be buyers would abandon an e-commerce site if product content is deficient and they are unable to find the information they need, according to a recent survey by Salsify. The study of more than 1,000 online shoppers also revealed Millennials are 60 percent more likely than other adult age groups to click over to a product based on a friend’s social post, and are 72 percent more likely to purchase based on photos of others who have used it. Tellingly, Millennials also are 50 percent more likely to rank ratings and reviews as the most important factor when deciding which site to buy from. A whopping 88 percent demand accurate, rich, and complete product content to buy something on a particular ecommerce site.
"Because product information is so important to shoppers’ buying decisions, retailers are putting increasing pressure on brand manufacturers to deliver accurate, detailed product content," Josh Mendelsohn, director of Product Marketing at Salsify, told eWEEK. "The only way to deliver on those demands is to have a single source of truth that the entire go-to-market organization can rely on. Product, sales, marketing, legal, ecommerce—creating, approving and syndicating product content is a cross-functional process that requires a single source of truth."