L2 Think Tank found that competing brands, aware of the potential revenue from online retail, are now pouring money into digital channels in order to keep up with one another. These brands are certainly taking a close look at the features included on their website, a key consumer touchpoint for those along the path to purchase.
The survey found that 83% of sites had incorporated user reviews, making it the most widely adopted feature. Nearly three-quarters of sites offered a product sample with a purchase in 2013, up from almost six in 10 the previous year. Overall, brands have been moving away from live chat features on websites, but have increasingly included customer Q&As in their website content. Read the rest at eMarketer.