Engaging the 90% That Do Online Research Before Buying

Customers do their homework before pulling out their wallets to purchase online, reports MarketingVox. The data comes from Compete.com and the numbers look like this:

  • 90% of customers conduct online research before they buy.
  • 61% use search engines.

For online businesses and marketers with a love for content, this is good news. You always have the potential to drive traffic that puts you on the front page of Google. Anemic sites that have little actual text, but lots of product may benefit if they added informational content–tutorials, product comparisons, white papers, reports, tips and tricks, user guides, user reviews, etc. Not only is this smart for user experience– engagement, since many online shoppers tend to return to where they’ve bought before–but it could also benefit your SEO strategy.

By some accounts we’re in the age of the user review, but I still believe these are shown off best when you frame them with authoritative content of another nature: text, video, slide shows, graphics, etc.

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