Missing buying & how-to guides? Missing out. [Infographic]
Do online retailers really need to offer their customers buying and how-to guide content? We surveyed UK consumers to find out…
“Being constantly connected has trained us to expect immediacy and relevance in moments of intent – the I-want-to-know, I-want-to-go, I-want-to-do and I-want-to-buy moments. These micro-moments are the new battlegrounds for people’s hearts, minds, and dollars.” – Think with Google
With ‘how-to’ related searches on YouTube reportedly soaring 70% year-on-year, Google has been encouraging brands to build content strategies around these all-important consumer ‘I-want-to-do’ moments since pre-2015.
The obvious response to this surging demand is to produce relevant educational content that answers consumers’ questions, optimised with search-related keywords. Such guides tend to fall into two basic categories:
– How-to guides: answering a common product-related question from consumers, or illustrating how to use the product effectively. E.g. “How to connect wireless keyboard to PC”.
– Buying guides: providing useful information on product characteristics, functions and benefits, to help pre-purchase consumers narrow down their choices from a range of similar items. E.g. “Which wireless keyboard is best for PC gaming”.
But what tangible impact does educational content, like how-to and buying guides, have on consumer actions? And do online retailers and ecommerce businesses really need to invest in it?
We surveyed 100 UK-based consumers to find out – take a look at the key insights in our infographic below, or download the PDF to read later.
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