From Overwhelmed to Empowered: Unlocking Consumer Confidence With Product Content
Picture this: You need a new pair of running shoes so you visit a website to do a little research. Your screen fills with page after page of options. Before long, it’s information overload and you’re paralyzed by choice. You end up clicking on a pair from a brand you recognize. But that logo alone likely won’t give you enough confidence to add the shoes to your cart.
An overwhelming 84 percent of consumers value detailed product content over brand recognition when shopping online. At the end of the day, robust information convinces hesitant shoppers to commit to a purchase.
Vivid photography showcasing the shoes’ supportive midsole and grippy outsole catches your eye. A thoughtful description highlights the exact heel drop, cushioning material and foot-stabilizing features. Customer reviews validate the shoe’s comfort even for long training runs.
This sensory product content speaks volumes, building familiarity and trust in an item you can’t physically try on. The highlights, specs and impressions resonate, and your decision becomes clearer — and easier.
Randy Mercer is an omnichannel product content expert with over 15 years of industry experience. He leads 1WorldSync’s global product management and solution architecture teams, aligning the company’s portfolio with current customer needs and emerging market trends. A frequent commentator for national and trade media outlets covering retail and ecommerce news, Randy leverages his extensive background in item data and content alignment, e-commerce application development and solution design to guide 1WorldSync’s strategic product road map and vision.
