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Most of the features added to e-commerce sites to encourage purchasing go unused, according to a study by PricewaterhouseCoopers, which found the most popular site features remain search capabilities and "close-up" product views.An article ready-made for the forum of the week - here [cyberatlas.internet.com]
But I still feel the study does uncover a truth. I've never once even considered using a "Wish List", or many of the other personalization gizmos.
I did a brief strech with an electronics company last fall. I was amazed at how deep people would go. We started with product info that wen two screen deep.
- an overview page with general information and very small photo.
- a indepth page with two click-to-enlarge thumbnails. 75% of the people that went to those pages would view the enlarged thumbnail.
I got the idea that we should have a "super indepth page" that users could click to to see the whole product specifications. I started by just putting up the product specs pages from manufacturers. Then I started putting the whole pdf manual (if available) and user guide online.
For the more expensive items, there was no end to how deep the user would surf looking for product information. One product ($750 brand name laser printer) had 21 pages of info available. Of the 12 users that purchased that product in Oct last year, nine of them went through all 21 pages! People crave info before pulling out that credit card.
I've been seeing alot of that lately....they won't post the price on the first page with the thumbnail in order to get you to click deeper and be exposed to more ads or whatever their reason for it. I really hate that. Give me the price right up front, or I'm outta there!
You said it Scott. The one that really gets me is the site that won't display a price until the item is in the shopping cart. That's WAY too manipulative for my taste. Sometimes with a very high end product, it may not be good to blast the price on page 1, but a clear link to the pricing info is good form.
Brett was mentioning how deep people will go for information. I have one client who sells rather expensive software to the medical profession - $2000 to $3000 a title. We have developed what amounts to a mini-tutorial for each title, 75 to over 100 pages, including full screen shots and a detailed focus on the features.
Prospects take in every page, and the sales, well, lets say this is my most profitable web client. We don't put the price on the top page, but there is a clear link for pricing. It doesn't pay to be coy with someone else budget.
The customers can't pick it up, don't have "friendly sales staff" wandering the floor to answer their questions... There are VERY few things I'll buy online without being able to see the specs.
If you're price isn't right out there up front, then you must not be very proud of it, so why should I be. I'll go find someone else that's proud of their pricing.
Thumbnail - Short Description/Title - Price - Button for more info/closer look, etc......that's how you make a page that sells. Anything more than that is just dilution, and pulling my eye away from what I'm after.
Couldn't agree more. Also, if your business also prints a catalog, give me a quickie "Product code entry" box so I don't have to search the online version just to click the add to cart button. LL Bean has this, so does TigerDirect (luckily for TigerDirect, because that isn't exactly the best example of a good online catalog).
Good news is we are very pleased with the results.
We didnt think it would work but now it is getting quite a lot of use.
Thanks a lot Tedster.
At the moment we are using the Big Nose Bird script..ported to NT well. and gives us a log file of what pages have been sent and who sent them etc..
Made us feel better that real people were reading our articles and not just robots!