Useful, copious content confers credibility. As you mention, even if visitors don’t read it, they like knowing the information exists, a convenient click away.

Good content also makes your site more of a return destination. (For search spiders as well as people–but SEO benefits could fill an additional post!)

And here’s the thing: Linkage makes it possible to include a huge amount of content without overwhelming people. If thoughtfully designed with different visitors in mind, the site lets people drill down to get as much–or as little–info, entertainment, proof, etc., as they need.
Lorraine´s last blog ..Hire an Expensive Copywriter—and Start Saving Money

I realize Ogilvy’s advice looks at marketing from the business owner’s perspective, but I also believe this transfers over to the consumer’s perspective and relevant data increases the believability of your message.
Tom Wanek´s last blog ..Choosing Which Customers To Lose

It might just depend on how and where the data is presented and, of course, the visitors who want or need to see it before making a decision.

The idea of personas with their expectations, requirements, motivations and personality traits is important and critical particularly in a buying environment.

Some may be happy just buying the product and getting their hands on it; others may require more convincing and other may need a lot more convincing.

Having the information available in a granular form enables those who need it, to find it and progressively consume enough of it until they are satisfied and convinced enough to take the next step in the process whether that be adding to basket or clicking the buy now button.

The fact that ‘Content rich Websites tend to convert better than content poor sites’ merely indicates that they do so because they satisfy more of their visitors needs and concerns enabling more of them to start and complete the desired tasks leading to higher conversions.

- Rob Willox

I honestly think he was trying to say that data shouldn’t get in the way of an emotionally galvanizing message. Unfortunately, his post made it sound as if the data itself was the problem rather than the way people handled and presented the data.

The data/proof is only one part of the message, and maybe not even the most important part, but most of the time, it’s gotta be there. There usually has to be some substance to your messaging at some point for most people to believe you. That’s my take on it, at least. Of course, history and politics can provide ample counterexamples to that, too.

- Jeff