Great content is key to ensuring online purchases and engaging consumers.
Research by Episerver found that 98% of shoppers have been deterred from making a purchase because of incomplete content.
The US survey highlighted the necessity of delivering interesting and accurate content within e-commerce. It found that 35% of consumers feel brands do a poor or very poor job of customising the online shopping experience, with just 7% believing that brands do this very well.
"Just as a poorly designed storefront or cluttered displays can deter shoppers from a physical store, a website or mobile app with lackluster content can turn off consumers and in many cases, discourage them from making a purchase," said Ed Kennedy, Senior Director of Commerce at Episerver.
"Our study shows consumers really care about content when shopping online, not only the quality and accuracy, but also how it's delivered to them.
“Complete and accurate content is now table stakes, and brands looking to go above and beyond must consider personalisation."