About 50% of purchases are not completed due to lack of information. There’s a reason why wildly successful online merchants like Zappos dedicate a huge amount of time to photographing every product from every imaginable angle, and even shooting video of their products. Ever gone to a brick and mortar store to check out a product before making the purchase online? We like to be able to see the item, hold it, flip it around, read the box, maybe talk to a salesperson about it or even try it out before we’re sold. We like to see and know exactly what we’re getting. And the product’s monetary value usually plays a role in how much information we require. How big is the potential loss if the product doesn’t work out? The bigger the risk, the more research you can bet will be done before a decision is made.