Is content really the solution to lacklustre conversion rates?

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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?.

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