For e-commerce sites, customers often focus on the products, not the content on the pages. However, online shoppers remain a picky and sensitive bunch, most of them will even navigate away from a web page to a competitor’s site if they can’t find the right information within five minutes.

Angry ecommerce customersAccording to a LivePerson’s Connecting with Consumers report, shoppers may actively look for products they want to buy, but they need support along the way, highlighting the importance of informational website content. To accommodate the demands of online shoppers, e-commerce sites must have active blogs that feature FAQs, product descriptions, how-to guides and industry news, otherwise the overall shopping experience won’t be as robust as elsewhere on the ‘net.

The survey pointed out the main reasons why people navigate away from e-commerce sites. For example, 70 percent of online shoppers will leave after encountering unexpected delivery costs, 56 percent will run the other way when websites lack product, service or delivery content and 37 percent will buy from other sources after experiencing poor customer service.

Brands can better serve their customers when they develop website experiences that focus on education, not direct sales. Consumers have already made up their minds to visit branded pages for products or services, so it’s important to support their additional research behaviors by providing them with a wide array of content.

Content marketing helps organizations across all industries develop media hubs for their new and existing customers. Rarely do buyers visit a site and convert immediately, and companies that publish compelling media to build rapport with unique web visitors do well to create an effective first impression that leads to conversions down the line. With shoppers eager to abandon their carts online, website content may keep them around until they convert.