More Product Information = Higher Conversion Rates

Web site owners want to drive traffic to their respective sites by providing viewers with the best site experience. So the million dollar question is - what would make shoppers visit and re-visit a site? Is it the content, graphics or other factors, like easy user interfaces, that contribute towards better web traffic?

The results from a Jupiter Media Metrix study provide quite an interesting insight:

- Only 20% of respondents would visit a site more often if it had rich media enhancements.
- 40% of respondents would visit a site more often if the pages would load faster.
- 59% of retail shoppers wanted more product information.

So the verdict is out – shoppers want content on products and services, not graphics. Information always pays.

They look for detailed information on the product features and specifications. Now that you know content is so important, how do you go about providing quality information? Follow the KISS principle while writing content – Keep It Straight and Simple. No purple prose, just plain facts!
According to Jason Billingsley (Elastic Path’s VP Marketing), “People search similarly to how they speak. The content created should match closely to the content sought and, therefore, will rank toward the top of the search engine results page.”

Use words and phrases in the content that are persuasive. Restrict the use of technical jargon and go for casual phrases that shoppers are fond of using while searching for a product.

Search engine spiders crave content, so try to accommodate more content per page. But do not compromise on quality for quantity. Use content that is optimized with long tail keywords and keyphrases.

Always keep your target audience in mind while writing content. According to a new Jupiter Media Metrix report, the online shopping population will not only double over the next 5 years, more of the older generation will jump onto the bandwagon as well. According to America Online/Business Women's Network Study, 96% of women online used the internet to research products and 64% have made purchases. Online shopping is no longer confined to the young or savvy, the user base is expanding tremendously. So the content should be evolved keeping the audience in mind.

Since the ultimate goal is to enhance the user’s experience, it is always recommended to survey the users and the ways in which they search for products. This will help you to achieve greater conversion goals in the long run.