Report: Google beats Amazon for product-search reach

Information is power
With the majority of shoppers heading to Amazon, a further issue arises: 41 percent of consumers won’t consult another online store of all the information they need is provided in the first shop they visit, although just less than a third (31 percent) will move to another website within 10 seconds if general product information is lacking.
For that small portion of shoppers reaching a retailer’s site, inRiver identified the data most crucial to purchasing decisions. Consumers were most likely to abandon their virtual shopping carts and turn to another retailer instantly if images (20%), information on availability (25%) or information on pricing (39%) was missing.
Meeting expectations
Almost a fifth (18 percent) of respondents wanted to see products demonstrated by influencers - this rising to 28 percent among 18-24-year-olds. The marketing channel can give consumers confidence in a product, said the report, while YouTube was the most-trusted video platform for product information among half of consumers.
“Consumers’ expectations have increased, and they want to see products in context, as they would in-store, to give them the confidence to buy,” added Johnson. “Good product information is essential in turning browsers into buyers.”
Another reason to get product information right is to ensure that products are actually meeting with customer expectations. Of the 22 percent of consumer who said that products “rarely meet their expectations” nearly half will return items. That’s having a massive financial impact on e-commerce businesses; the report says that the cost of serving returns has spiraled to almost £60bn a year for some of the UK’s largest retailers.
“Costly online returns drive profits into the ground for many retailers, forcing prices up on product, delivery or service,” adds Johnson.

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