No-Click Tricks to Better Merchandising
In our recently conducted viewer study, entitled "What Shoppers Want", we were able to identify best practices for online visual merchandising that validate current eCommerce trends.
In a nutshell? Shoppers want an easy, quick way to browse--with as few clicks and as little scrolling as possible when searching for the right product. But when making a purchase (to really add to cart), all shoppers want to be provided as much visual information in as large a viewing format as possible--including interactive zoom that enables shoppers to dynamically pan and zoom to deeper levels of details. Offering fly-over, click-driven browsing combined with full-screen interactive zoom is the ideal best practice.
One Scene7 customer who does a particularly good job at following these best practices is Halfords, a leading retailer of car parts, car enhancements and bicycles operating out of the United Kingdom.
Halfords delivers detailed product descriptions complete with alternate images (front, back and sides of product). Users can click on any of the images and then by just moving their mouse curser over the main image, another image automatically "flies out" with a single level of zoom to reveal a closer look at the product -- without clicking. To take an even deeper look, users can click on the "View Larger" button to view a separate product window that delivers even greater zoom levels of detail, where users can interactively examine more and more details on any area of the image.
For more about this study, download the report.