Reprint: F0803B
Most managers believe that filling their websites with a broad array of information diverts attention from their company’s core offerings. A new global study,
however, has revealed just the opposite: that such information increases customer engagement. The research also shows that exploiting consumers’ desire for engagement is the
strongest predictor of superior shareholder value for e-commerce companies.
Many business leaders, disappointed by online sales growth, see Web consumers as disloyal and unwilling to spend. But that’s because the managers are not exploiting what customers value most: engagement.
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