Understanding The Mind Of Your Online Customer
Posted by: admin in Business, Internet Marketing, SEOJanet Meiners recently wrote a very helpful article on Marketing Pilgrim about what customers want. She pulled information from two different survey sources on how online customers want more detailed product descriptions. As obvious as this may sound, it’s very rare to find an e-commerce website these days with very detailed product descriptions. It seems today that many online entrepreneurs have a “short attention span” and are not spending the time and energy to give each product description the attention and care it deserves. Here is a striking stat:
79 percent of those surveyed “rarely or never” purchase a product without complete product information.
- the e-tailing group
This data comes from the WebCollage’s 2007 Survey of Online Consumer Product Research Habits. What does this stat tell you? It says that if you do not give better product descriptions and information, then your potential customer will leave your website and purchase somewhere else. In the survey the people were asked, Which of the following pieces of information are useful to you when researching a product for purchase?
• Detailed product benefits and capabilities: 67%
• System requirements: 61%
• List of items that are included with the product: 61%
• Comparison of different models: 58%
• Product Documentation/Warranty Information: 51%
• A manufacturer’s overview of the product: 48%
• List of new features for this product model: 45%
• List of compatible accessories: 44%
• Larger or alternate product images: 31%
• Product tours or demos: 27%
• Other: 9%
This is some seriously great and valuable information that everybody online who runs an e-commerce store should know. Shoppers said they spent a full 8 minutes reading product descriptions. Images, content, descriptions, reviews etc. All of those included add up to be a full 8 minute presentation of your product to the consumer. Make sure you take advantage of this and give as much helpful information as possible. Be patient in your creation of your product descriptions. Review them regularly. And add to them or change them as you find necessary. Doing so will make you more profitable online.
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