Infographic: The state of content in ecommerce

Retail forecasts are predicting that the ecommerce boom we’ve seen over the last 18 months will continue its upwards trend, even as consumers return to bricks-and-mortar stores. To assess the current climate, we analysed the ecommerce content of 100 leading retailers in the US, to see if their content was fit for purpose.

Content is a key part of a retailer’s communication with its consumers. Our aim was to understand the extent to which retailers are optimizing their pre-purchase product content and highlight areas that could be improved. This content is critical to attract purchase-ready search traffic and convert ambivalent browsers into buyers.

The results, summarized in the infographic below, paint a mixed picture. Some retailers, such as Lowe’s and Levi’s, offer stellar online experiences. Their websites use persuasive content that answers pre-purchase questions and nudges users to buy.

Many are still neglecting this content, risking their revenues, reputation and ROI on all marketing activities higher up the purchase funnel. In fact, a staggering 74% of retailers are losing sales due to sub-par ecommerce content.

For highlights of our findings, see the infographic below, or download the full report.

Check the infography here