Present Good Product Pages, the Successful Websites

If people don't understand what they are getting, they won't purchase.

Customer Insight

The following comments were representative of customers who found products. hut who were not presented with adequate information to con firm their choices:

• There's not enough definition there to tell me that it's what I'm looking for:"

Well. I think I got the right one. hut I'm not positive:

So then I have to go hack and take another course of action. Which is aggregating. I think I found it, but I don't know for sure.''

I found the product I need. I just can't buy it from them: The add-to-cart button s as too far from the product.

Inadequate and inconsistent information was presented to customers often. Decision making information was left out of most descriptions.

Make it easy for customers to understand and compare products by applying the following recommendations:

• Clearly state what the product is, how it operates. or describe its style. Include how it might be used, or list occasions for which it might he suitable.
• Include all available quantities or units (single, multiple) on the same page to simply navigation.
• Clearly explain alternatives or variations of the product if it conies in different 'flavors: '
• Ensure that one product description can differentiate it from other products and that the customer has a good understanding of what he is about to purchase
• Include product photos, and use up-to-date images and graphics. Customers use photos to confirm their selection.
• Include SKY and product codes, hut dc-emphasize obscure numbers.

Sometimes information provided on comparable products is very similar, and its hard for customers to distinguish differences in features or attributes. Routine reviews of products displayed in the category can let you see what your customers see. It's your oh to help them know why they want one product over another. If information is unclear to you, it is unclear to your customers.

Online merchants must merchandise and refresh hundreds or thousands of products monthly. It is difficult to give attention to all products. It is critical, however, to ensure that sour most profitable categories and top-selling products are presented appropriate to their values.