Using Content to Make Your Site Stand Out

Many retail web sites rely on product descriptions and images that manufacturers provide. That may reduce the cost of creating a web site's content but it also results in homogenized web sites-when all web sites carry the exact same product descriptions and images, it becomes hard for an e-retailer to differentiate itself from the others. Online consumer electronics retailer Crutchfield.com makes itself stand out from the crowd by editing manufacturers' content to suit its own needs. With this approach, it has increased conversion rates and won loyal shoppers. Our speaker will discuss what Crutchfield has to do to make its product content unique, the cost of doing so, and the return on that investment.