Content was once thought to be king of web sites. Then commerce became king. Today, many web sites have declared a co-regency. The latest is web-based bag retailer LuggageOnline.com, which has launched Ask the Luggage Experts, information about products that resides on the product page.
The company views Ask the Luggage Experts as a way to beef up the vanilla product descriptions that manufacturers provide.
“We knew that for every one customer that submits a question, ten others probably just left the site and sought answers elsewhere,” said Tim Jacobsen, vice president of e-commerce. “Putting these product FAQ’s directly on the product page creates unique content, allows us to provide better product details, and in the end, provides a better experience for our site visitors. All of these add up to increased conversions.”
The content also streamlines the company’s operations because it forestalls customers’ e-mail inquiries about common questions. Each answer displays the name of the customer service representative who answered the question, allowing customers to ask for that individual should they have any further questions.
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