The Three Content Types That Most Influence E-Commerce Purchases [Marketing]


This article was published by MarketingProfs Daily and curated by Closer Spot. Be sure to check out other Closer Spot news and advice to help you win more business.



Consumers say detailed product descriptions, images, and customer reviews are the three content types that most influence their purchases on e-commerce websites, according to recent research from Clutch.
The report was based on data from a survey of 1,000 consumers who had made a purchase online within the previous seven days.
Clothing/shoes/accessories formed the largest category of items recently purchased online by those surveyed (26% had done so), electronics was second (19%), and home/garden was third (17%).
Some 29% of respondents say detailed product descriptions are a top influence on their e-commerce purchases; 27% say pictures are a top influence; and 18% say customer reviews are a top influence.

Some 31% of respondents say they use shipping-cost calculators among the features on e-commerce sites; 29% save credit card information to their accounts on sites, and 19% use related product recommendations.

About the research: The report was based on data from a survey of 1,000 consumers who had made a purchase online within the previous seven days.

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji
Twitter: @ayaznanji

Comments