77% of online consumers' complaints against poor content

A survey conducted by The E-Tailing Group and ARS eCommerce Inc. has found that Content is the King in terms of consumers perception of e-commerce sites. Out of 1000 consumers took part in the poll, 77% has said that they lose interest on shopping with an online merchant because of poor quality of content in that website.

E-Tailing Group & ARS E-Commerce’s Online Content Impact Survey defines content as descriptions, copy, images and tools present on a retail site. The majority of the surveyed consumers rated the importance of content in general. To complete an online purchase, consumers need detailed information about the product, especially in some categories.

64% expects detailed product information on clothing and accessories,

52% on computer hardware and software cited and,

49% on consumer electronics,

Although the surveyed consumers believe that the site content is important for an online purchase, the online retail sites rarely deliver the contents.

76% has said that they find contents are insufficient to do a purchase online. The E-Tailing Group President Lauren Freedman quoted that the inadequate content has negative impact on sales as the 79% of the polled online consumers said that are less or no possibilities of online purchase without complete product information. In addition, 72% has complained that incomplete product information leads them to abandon a retailer site and do further research, resulting in deal with a competitor.

The polled consumers were enquired on how thoroughly online shoppers study product information on e-commerce sites.

For this, 52% of the consumers surveyed have responded that they spend minimum of six minutes on a product page.

Of this 52%, on an average,

42% allots time for reading copy,

31% for viewing product images and

26% for using tools on the page,

Freedman adds “Feedback from these consumers, who spend over $500 while shopping online four or more items annually, demonstrates that they are reliant on robust content to research across channels and make confident buying decisions.”

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