Online Product Info Sends Shoppers to Stores, not Just Websites

June 12, 2007

This article is included in these additional categories:

Retail & E-Commerce

Fully 91% of online shoppers polled said it was “important” or “very important” for retailers to provide complete product information to allow them to research products online, according to “2007 Survey of Online Consumer Product Research Habits,” a new study conducted for WebCollage.
 
Additional findings from the study:

  • 82% of the shoppers surveyed reported that they were more likely to return to retail websites that were able to provide them with complete product information to do research and make purchases in the future.
  • 71% said that they would be more likely to purchase products in the physical store of the retailer whose website they had used to perform product research.
  • 44% of shoppers noted, however, that retail websites did not have the most complete information on manufacturers’ products, and one-third (33%) expressed concern that retailer product content was out of date.
  • In the search for more complete, up-to-date content, 37% of shoppers said they would visit a competitor’s retail website to find the information they needed. Some 55% said they would go to a manufacturer’s website to find their information.

“The survey reinforces results from WebCollage testing, completed across hundreds of thousands of consumers on retail websites, that shows when consumers see enhanced product information from manufacturers on retail websites their conversions increase by more than 80%,” said Jed Alpert, vice-president of marketing for WebCollage.
 
The “2007 Survey of Online Consumer Product Research Habits” is a national survey designed to provide insight into the product research habits of consumers that shop online. The survey was conducted in May 2007 via Zoomerang, an online survey services provider, and is based on 333 respondents age 18+ who shopped online at least once within the last year.

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