Research Online, Purchase Offline

It’s a fact: enhanced product-page content increases online sales. Also a fact: enhanced product-page content increases offline sales too. The ROPO effect (that’s Research Online, Purchase Offline) means that when you invest in quality A+ content, your in-store sales will also get a boost. Some shoppers start their research online, but end up buying your product at a brick-and-mortar store. And smartphones make it easy–and common–for consumers to research your product while they stand in front of it in a store, blurring the lines between online and traditional retail even more.

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A BIA/Kelsey study found that 89 percent of consumers research products online before purchasing in a store. Amazon in particular is key–60 percent of shoppers begin their product research on Amazon, and 85 percent refer to the retail giant at some point during their product searches, according to a 2011 PowerReviews/e-tailing group study.

These numbers add up to an indisputable bottom line: enhanced product content is an essential component of a smart marketing strategy. Content26 can enhance your product descriptions from writing to design to coding, making every step of the process easy and effective.