If this is the case - they want to read details - they will know to look for the "more details & pictures" link.
The initial question is extremely compelling. As mentioned (see pg. 1 post) we've gotten some orders that indicate the user is not investigating the details, so for these customers, removing the price and order option from the initial results page seems like a good idea.
But on the other hand, the majority of *our* visitors are much like pradish - they know how to read and understand the meaning of "SEE DETAILS >>" (or similar.) They appreciate the advantage of "one less click."
We receive many comments indicating the majority are going to the details pages - for example, in our niche, we are one of the extremely few sites that have sounds of the items that have a sound and the reaction is overwhelming. These are only on the details pages.
I'm still on the fence on this one . . . for the time being, our experience indicates the ones who order from the initial pages without reviewing the details are a minority.
I've thought this comment over for days. :-) One of the first things to learn about the Internet is if you try to force anyone to do anything you are treading dangerous territory that may drive people away (think about pop ups, disabled items, etc. . . )
Unfortunately, even if you force a page in front of someone, there's no guarantee that they'll actually digest it. Our details pages are extremely explicit - under a sub-heading "What's In Stock" it explicitly lists all options:
green with gold trim: 6 in stock
Red with silver trim: 4 in stock
But we still get emails, "I love the sounds, do you have a green with gold in stock?"
Then if they were to place the item and check out, it TELLS them if it's in stock or not. Yet even after placing an order they send a follow up email: "it this item is not in stock cancel my order."
The receipt they receive also echoes all of the above, they've been told 3 times an item is in stock, yet . . . . .
So really no matter ho much you try, it doesn't ensure much of anything at all. :-)
I'm not really sure how this relates to "customer service." I see "customer service," in terms of a web site, making it as easy as possible to find the items and place an order with as few barriers as possible. By "forcing" the customer to the details page, you may be doing them a service, but they may not see it that way. Any time a user encounters something they don't understand, or just plain don't like, the words "not user friendly" seem to come up.
[edited by: rocknbil at 4:22 pm (utc) on Mar. 7, 2009]