ecommerce blog

how to get customer engagement

Written by: Richard | July 23th, 2010

Unique, complete and consistent product information is one of the most valuable resources for any eTailer. Customers often research before they buy and given that most products can be bought from several eTailers around the world one would assume that the sale would go to the cheapest vendor.

Unfortunately it is never that simple and it would seem that in actual fact a far more important driver of sales than simple cost dynamics is customer confidence in their purchase. This can mean relatively simple things like ensuring that your ecommerce website is professionally designed and that there are no coding errors that may get revealed during the buying process.

However the best way to impress customers is to carefully consider the information you are giving them. If you operate like the majority of eTailers on the web and simply copy the manufacturer’s press information onto each product page, then you are making the product listing on your site no more distinctive than any other eCommerce website in the world that sells that product.

So it is better to actually rewrite the product description, and maybe give consumers a little bit more information that your competitors do, in this way you will gain more customers as your description will give a better feel for the product, more confidence in the purchase and thus more confidence in the effort and engagement YOU have in your site – in this instance it really is the thought that counts.