Building Content You Can Bank On eCommerce Content Strategies that Drive Conversion

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This report explores why good content is essential and more importantly why today’s demanding consumer has come to depend on category and product-related information or imagery. The content story begins by highlighting findings from a recent research study conducted by the e-tailing group in conjunction with ARS eCommerce. Best practices are illustrated via website examples in four distinct areas and a checklist provides merchants with guidance as to how they can best integrate merchandising content to extend cross-channel value.

What’s Included

  • Introduction
  • Why Good Content Matters
    • Three charts explain why:
      • Detailed product information is critical across categories
      • The quality of a site’s content matters
      • Shoppers are impatient when information is lacking
  • Telling the Content Story
    • Merchant rankings of merchandising features that deliver ROI
  • Content Best Practices (18 website examples, 6 charts/tables)
    • Product Page Essentials from the Consumer Perspective
    • Rich Media Tactics Enhance the Customer Experience
    • Category/Channel-Centric Tools Differentiate and Elevate Your Brand
    • Integrating Merchandising Content to Extend Cross-Channel Value
  • Checklist for Comprehensive E-Commerce Content



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