Websites must make effort to engage consumers

The Association of Publishing Agencies (APA) has revealed research that suggests customers browsing the internet are more likely to make a purchase if a website makes the effort to engage them.

The online Yougov study, commissioned by APA, revealed that 27 per cent of consumers have a higher propensity to buy online if the website offers more than product listings.

In addition, 28 per cent said that additional online content, such as editorial focusing on specific products, motivates them to make a purchase in-store.

This is particularly true of 45-54-year-olds, with 30 per cent more likely to buy online, and the same number in-store, if a website is more editorially led.

Conversely, the over-55s were found to be the least engaged by online content.

APA said this is unsurprising as, despite the rise of the 'Silver Surfer', this age group is still wary of making online transactions and using the internet as a decision-making influencer.

This is reinforced by the finding that only 17 per cent of over-55s would recommend a website that is regularly refreshed with additional content over one that does not.

At the other end of the scale, nearly 29 per cent of 25-34-year-olds said that they would advocate a brand that constantly updated its website with new content, over one that remained static.

Encouraging recommendations is particularly important for brands in the current climate, where word-of-mouth has become a driver of direct sales, helping business bolster their bottom line with minimal investment.

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