Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Why Product Page Details Matter

Shoppers are influenced by images but also descriptive text.

Content is king, even in ecommerce. Product page details—images, videos, reviews, descriptions—can make or break an online sale.

According to Salsify, product content has become a greater priority among brand marketers. In 2018, practically all (99%) agree that quality product content is important to sales growth through digital channels. This is up from 75% last year and 63% in 2016. When asked about factors that contribute to ecommerce success, product ranked highest among respondents, while compelling imagery and quickly iterating on product content also made the list.

Optimizing the elements on an ecommerce product page to surface the best personalized recommendations to shoppers is part of a concept Salsify and others call "product experience management" (PXM). Most respondents (87%) in this study were familiar with the term, and 61% of brands believe they should be pushing content daily or weekly.

Visuals are influential in making purchasing decisions. In a separate survey from Salsify, 60% of US digital shoppers said they needed to see an average of three or four images when shopping online. According to Field Agent, 83% of US smartphone users found product images and photos to be "very" and "extremely" influential, though almost an equal number (82%) said the same for product descriptions and specs. 

In an interview with eMarketer, Megan Harbold, vice president at The Mars Agency, explained why a product detail page is so important. "It is not only an awareness driver and a consideration driver, but also a conversion driver," she said. "Once a consumer determines that your page is a relevant result, they’re going to click through, look at your page and determine whether to purchase your product." 

According to Salsify, updating product pages on a weekly basis was most common. Brands with a 26% or more revenue increase in the past year were more likely to update weekly—as well as daily. Nearly one-quarter (22%) of high-performing brands update daily, compared with the 15% with lower revenues.

The reasons given for why brands posted new content infrequently included the need for too many approvals, lack of commerce-specific knowledge in the organization and not enough creative. Consequently, 66% plan to hire product content staff in the next year.