“Quality online content” leads to high conversion rates

A survey conducted by E-tailing group reveals that 77% of consumers’ feel that they were influenced by the quality online content provided by retailers on their website while purchasing. This influence varies from fair to immense level.

Nowadays top listed online merchants have started providing rich internet shopping experience to customers by redefining their shopping portal with affluent media, community features and customized shopping pages.

Mr. Lauren Freedman, President of Chicago-based E-Tailing Group Inc. said that while moderating a panel of executives including the top online merchants on “Merchandising for Conversion” at the Shop.org conference, along with the most popular initiatives like email marketing campaign, the merchants also rated high efforts that include

Adding or improving site search
Enhancement of merchandising features
Site redesigns/upgradation
Content development
Cross-selling features

Most significant online features that help the online shoppers in making their buying decision are:

Customers reviews & ratings of the product
Lists of top consumer-rated products
Customer-supplied photos of products
Retailer-supplied list of top-selling products
Customer-supplied videos of products in use
Blogs including news and comments about an online retailer