Increase your Returns with Informative Product Pages
Visitors to your website need sufficient
information about a product before purchasing it. Product pages can provide
that information using a combination of text and images. Effective product
pages show
- availability
- product options
- total cost
Good images also matter.
The product pages on most e-commerce and SME websites suffer from
information deficit. It's rare to see product descriptions that tell
visitors and prospects all they need to know to make a purchasing decision.
Research data from Prioritising Usability* shows poor product information
accounted for 10% of the user failures (that is, cases where visitors gave
up shopping, as opposed to just being delayed or annoyed).
Designing product pages according to shopper needs is a highly targeted
way to encourage sales at a point where shoppers have already indicated
interest by of visiting the product page.
You need detailed product information and it must be written in a way
that makes sense to people who are not experts in your field. For example
Epson describe the Photo 1410 as "The high quality, high performance A3+
printer for the digital photography enthusiast" (sounds like me!), the
product page then has plenty of information if I want all the specs compared
with the HP website where I have to search through all the details (great
that they are listed) to ascertain the suitability of a printer for my needs
and it's all very technical.
© Spiral Web Design Limited
March 2007
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