We love digital - Call
03332 207 677 and say hello - Mon - Fri, 9am - 5pm
Call 03332 207 677
Unlike 08 numbers, 03 numbers cost the same to call as geographic landline numbers (starting 01 and 02), even from a mobile phone. They are also normally included in your inclusive call minutes. Please note we may record some calls.
Figures published today show that despite growth in online sales in the UK, consumers are still being deterred from buying due to basic issues.
According to Econsultancy, Britons are now spending an average of £71 a month online. Good news for etailers, particularly as growth continues to gather momentum. However, within the positives lay a few causes for concern.
When it comes to the issues that deter consumers from purchasing at a specific site, there are a few surprises. Whilst you might expect security to be a clear favourite, only 26% actually cited this as their chief concern. Instead, at the top of the list of webpage woe were product descriptions and pictures, with 42% of respondents selecting these as their prime concerns.
Why Unique Product Descriptions are a Worthwhile Investment
Now that probably shouldn’t be a major surprise. After all, we are all influenced (positively or negatively) by immediate impressions – page images – and convinced by language – product descriptions. The concerning thing though is that people are clearly still taking this lightly. Websites are investing in all sorts of marketing and design without actually taking consumer concerns to heart.
But with 42% of people saying that a poor product description would prevent them from buying, can you really afford to be overlooking this vital last line?
A product description isn’t just there to fill a page. It shouldn’t be viewed as a mere obligation. It is in fact an opportunity.
When you market your website, you’re trying to bring in targeted traffic. The last thing that you then want is for consumers to come through your virtual store entrance before quickly making a beeline for the nearest exit. They’re on your site, now sell to them.
A product description should be unique and it should certainly be emotive. You are trying to provoke a reaction, based on a desire to buy and a need for further information. If your copy is strewn with errors, is unimaginative or just an impenetrable block of words, people can be deterred.
Improving Search Engine Performance and User Satisfaction
Making sure that your descriptions are original will pay dividends though, particularly when considering the second benefit of content – search engine rankings. With 35% suggesting that they chose where to shop on the basis of their strong search engine rankings, investing in a little optimisation can go a long way.
Of the other factors that deter visitors from becoming customers were poor navigation (32%), no contact details (19%) and poor service following previous purchases (18%). On site issues like navigation should be a primary concern for any serious etailer. Like content, it can have the dual-benefit of improving search engine rankings; however, ensuring that users can get from page to page easily and in a linear fashion should be elemental.
Anyway, plenty of food for thought there. For a full overview of the figures visit the Econsultancy article entitled Brits spend £71 a month online.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.