Merchandising Tips: creating content that translates into conversions

[mandy]

While the products you sell are clearly the focus of your Web shop, and likely your energy, the content — and how it's displayed and organized — at your site is also a critical component when it comes to closing the deal. Content covers much more than product description copy; it also includes all of your Web page elements, from zoom views to guided navigation. It can be a bit overwhelming when trying to prioritize what to cover. And since shoppers rely on quality information about your merchandise and your business to make buying decisions, it's an area that can't be dismissed...

In fact, the price you pay for having mediocre content is significant — 72 percent of shoppers surveyed say they abandon a site for a competitor, despite price if they encounter incomplete product information, said Freedman.

She went on to outline the basics of successful content management, starting with the product page, which now functions the way home pages used to because many shoppers enter a site by landing directly on these due to more sophisticated search. Each product page should incorporate the best in text, imagery, tools and customer service information. Fifty-two percent of shoppers spend six minutes or more on a product page, according to Freedman.

She presented the following stats: "Confirming the need for qualitative text, the most highly ranked is the product overview at 76 percent, merchant's guarantee at 73 percent, stock status at 69 percent and image quality at 67 percent." ...

full article: http://www.ecommerce-guide.com/solutions..._3742836_1