SubscribeShow and tell, ASAP
Why should shoppers have to navigate all the way down to product detail pages to find key information? By making details available sooner rather than later, you can improve the overall shopping experience. Add more information in your category and search result pages, including details like price, available colors and sizes, alternative views, special offers, and even an ‘Add to cart’ button. For example:
Lands' End
This site requires minimal clicking. By just mousing over any image, alternative views for pricing, special offers, and color options are immediately displayed. When you click on a color swatch, the alternative views change to that color. When you click through to the product page, the color remains the same as what you were just viewing on the category page.
We conducted a survey earlier this year and the results only confirm that Lands’ End is following “best practices” in the way that they merchandise their inventory. Of those who responded to our survey, the following tactics were found very effective/effective:
Alternative images – 99%
Color swatching / colorizing – 97%
Lifestyle imagery / photos – 95%
Quick looks & rollover views – 93%
Visual filtering & advanced search – 93%
This highlights the importance of shallow architecture. It allows a customer to focus longer on fewer pages while providing all the necessary details and providing a compelling visual presentation.
Ted Hurlbut
Posted by: Ted Hurlbut | June 19, 2009 9:59 AM