A new research poll suggests that it’s time e-tailers rethought the way goods are displayed. The usual way of image – price - description might lead to missing out on a larger share of the pie. Recent study results suggest that it’s having the right content and not the image, description and cost of an article that has a direct impact on sales results.

The poll disclosed that online shoppers now want more than a picture and a price tag. Because the goods they are buying can’t be handled, savvy shoppers now want to know more about the items they are offered. E-tailers who add detail to the usual skimpy descriptions are the ones now pulling ahead in terms of sales.

Both male and female online shoppers were polled, the results showing 77% across the board were strongly influenced by the text content accompanying an individual item. Image/price/description retained their importance but extended description and smooth buying tools also had a large influence on the decision to buy. 76% said that there was not enough ’content’ on most e-tail sites to help them decide to buy, and 72% said they would move on and try to find a more descriptive site.

With Christmas looming, now is the time for savvy e-tailers to bite the bullet and write themselves some good copy, adding extended descriptions of their goods and even recommendations from previous customers. More work for site owners certainly, but the extra keyword count that will come from doing it will be picked up by search engines and help new users to find your store.

Definitely something worth thinking about.

Kate

That's a very good point but it also depends on what you're selling. Usually when I'm buying online I know exactly what I'm after so I ignore the text in the description if I'm already familiar with the product e.g. If I was looking for an X-Box, I wouldn't need to know what the store had to say about it as I would already know what I needed to know before even looking for a supplier. However, if I was unfamiliar with the item in question then I would read the description carefully, then Google the product name to see what else I could find out about it and to see if a better bargain could be found elsewhere.

Saying that, even if what you are selling is a well known product, it's well worth waxing lyrical about it to give the search bots something to feed on.

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Lawrence

Well l found that with my last website, where its wedding goodies if they have enough pictures and info people would contact me. But it is all according to what you are buying l must admit.
l do look at what people say about the item and at times look and see no discription l move on and feel deflated because people havent bothered to take the time to inform you about their wonderful product, its sorta like being served by a person with no knowledge of the product.

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Wendy xx

www.wendysaffordableweddings.co.uk