Jupiter Research claims that by 2008, nearly 30% of all offline retail purchases will be influenced by research performed online. That’s quite an influence. If such a large number of potential buyers are researching online before purchasing in a physical store, think of how many are researching online before buying online. With all of this being said, there is a major word to keep in mind here, “research”. Research is defined as “the collecting of information about a particular subject”. In regards to online selling, change the word subject to product and get to work.
Provide as much information as possible on your site to help turn these researchers into your future customers. Give details and information regarding every item that you sell- even if it’s one that people have obviously seen before. Provide detailed text descriptions and pictures, color swatches if applicable and alternate views. Show the researcher that your online store is just as good, if not better than any physical store (hint, hint- “Save gas money, time and hassle”, etc.).
If you provide the customer with all the detailed information they need, it will make your site more likable and just may make the difference between looking for more info and looking no further.
-Stacie Leonard, Ecommerce Marketing/Copywriting