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The secret to etail is all in the detail

For online retailers, it is imperative that the product detail page offers as much of the shop experience as possible.

Web shoppers are beginning to expect to be able to rotate products in 3D and zoom in to view details. In particular, branding and tags in detail shots always seem to lift sales. The way a product is described needs to be informal but seductive. You need to tease your customers into clicking the buy button. The description should not just be factual, but needs to be a more emotive call to action.

Testing of website pages with and without these features shows dramatic sales increases when these principles are applied. But how many shop assistants in a store could tell a customer in detail how Naplak leather is different from patent leather, or why burnished calf leather is used in manufacturing a shoe?

An etailer’s selling page can do this in great detail – craftsmanship and how the product is made are becoming more relevant as customers look for value. Not price, but timeless value, made up of durability and quality. In an economic downturn people buy things to last and cherish. A guide to any product for sale incorporating high-quality photography gives depth and authority to the experience of the product.

Analysis of those shopping online shows that a lot of time is spent summarising the product options, so making use of recently viewed products and having a live chat facility can really help sale conversions at this stage. And every conversion counts, especially at the moment.

Ryan Kliszat is managing director of etail solutions and fulfilment company Docdata Commerce

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