More product content means more sales at retail web sites, says a recent exercise in providing additional content at electronics retailereCost.com, conducted by WebCollage Inc., a provider of content management systems for retailers and manufacturers.
Over a four-week test, eCost.com presented half its customers with the option to view manufacturer-developed information about products in addition to eCost’s usual information while the other half viewed existing content at the site. Add-to-cart actions increased 6% among those who viewed the additional content, WebCollage reports. The manufacturer-developed content was syndicated to eCOST.com via WebCollage and accessed via a More Info button.
“We confirmed that when we enhance the quality of our web site information, our customers feel better prepared to make purchasing decisions without having to go to other sites for additional information. That means our traffic increases, our customer loyalty increases and our business increases,” said Brian Blackburn, director of marketing of eCOST.com, a unit of fulfillment and e-commerce services provider PFSWeb Inc. “This makes our vendors happy because they know we’re putting up accurate and timely content and they like that they can control the branding and messaging. Ultimately, they’re also seeing an increase in sales, which is the bottom line for everyone.”
The WebCollage system allows retailers to embed and customize manufacturer-developed content directly into the retailer’s site with a single line of HTML code.