Dec 23, 2008
Most website owners know that consumers are more likely to buy their products when information is readily available on the website. A new study in the 'Journal of Consumer Research' confirms that online buyers select products with more technical specifications offered.
In a series of five studies asking participants to select between two different kinds of products ranging from digital cameras and cell phones to towels and potato chips, participants chose the product with the most specifications.
They even did this when the specifications offered little to no additional information. All that detail, though, didn’t have an effect on the product experience after purchase, so while offering more information seems to directly influence buying, a seller will have to back up his products.
For website owners and marketers, the ramifications are pretty straightforward: The more information you offer a potential customer, the more likely that customer will buy from you.
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