Insight Report: Winning the ecommerce race
Our latest report, the first report of its kind, Winning the ecommerce content race: A Jellyfish Insight report, highlights the critical nature of Performance Content. A whopping 74% of brands audited have sub-standard online content, putting both their purchase funnels and brand reputation, at risk.
The report focuses on the top 100 retailers in the US, representing categories ranging from home improvement and fashion to sporting goods and electronics.
As consumers spent the last year fast-tracking their online shopping proficiencies, retailers, many of whom had relied heavily on brick-and-mortar locations as their primary revenue stream, were forced to “up” their ecommerce game in response. With retail on the rebound (retail sales rose 7.4% in March from February, according to the National Retail Federation), retailers must understand that winning big means fully embracing the digital customer.
“Without the showrooms, visual merchandising, and experienced sales assistants found in a traditional retail store, online content needs to be thoughtfully crafted in a way that, as far as possible, replicates that offline experience,” says Ed Bussey, founder of Quill and Chief Solutions Officer at Jellyfish. “Content standards need to be higher online than they would be in-store.”
The report focuses on three fundamental types of Performance Content, each of which holds a particular value within the ecommerce cycle: product descriptions, category descriptions and buying guides.
Notable findings include:
- 78% of retailers are losing organic traffic by offering sub-standard category descriptions, with 23% having no category descriptions at all
- 48% of retailers are missing conversion opportunities by using incomplete or unhelpful product descriptions
- 55% of retailers are failing to provide helpful advice to consumers due to sub-par guide content, with 42% offering no relevant guide or how-to content at all.
Overall, the report found that the Home/DIY category outpaced others in overall scoring, a result attributed in part to a stronger focus on how-to guides. Fashion struggled as a category, with a few notable exceptions among particular retailers.
“Performance Content sits on the pages where shoppers make purchase decisions, which means it directly impacts the ROI on all of a company’s marketing activities,” Bussey continues. “It’s not an algorithm; it’s one of the foundations of selling products. As our report shows, getting product descriptions right has immediate benefits,” Bussey adds.
Discover how to supercharge your ecommerce performance by downloading your copy of the report today.