Steve Borges says, “Dramatic shifts in ecommerce over the last three years have created many challenges for retailers – with perhaps the most alarming a relentless downward pressure on conversion rates.

It is not news to point out that the response has been a rush to ‘content’, the received wisdom being that strong content directly contributes to improved conversion – but should we take this much-vaunted link at face value?

Those who know me will be well aware of my belief in testing and analysis as the basis for targeted investment in improved retail performance – and the content question should, I believe, get the same treatment.

So, I’ve taken a look behind the scenes and dug into the data from some of the UK’s biggest high-street fashion and lifestyle brands – essentially to answer the question: “Does content really improve conversion?”

The answer, as it turns out is “Yes and no”. But before I expand on that, some context”.

Is content really the solution to lacklustre conversion rates?

Econsultancy

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