"The 98% of online shoppers not yet ready to buy are browsing. They’re looking around for inspiration. Checking out product specifications and product use. Comparing product ‘A’ with ‘B’ within the retailers’ assortment. To cater to them, retailers need to provide detailed product guides, how-to's and highlight contextual product images. By being inspiring and helpful retailers should see that this strategy will end up having a positive effect on the total conversion rate."