Improving Online Shopping Experience Part 4: Enable the Customer to Decide

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Inform and reinforce the customer’s buying decisions by offering in-depth product information. Make sure to include the following:

• Product name:  should contain relevant keywords
• Images: Clear, high quality product images with zoom featuring different angles.
• Video: Good way to showcase complex products such as “how to” demonstrations.
• Pricing and availability: Clearly list the price and if it’s available and if not, when it is. Make sure to include sizes and colours and return policies on items. Also include in-store availability where applicable.
• Description: Make it simple and clear what your product is about with a detailed description.
• Customer ratings and reviews: Unbiased and unedited ratings and reviews provides credibility and trust.
• Suggestions of related products: These can be products that are similar, complementary, or recommendations based on previous purchases or browsing.
• Tools: provide ways for users to share and save pages on your website. Common ways are through wish lists, “email this page” features, social sharing and bookmarking.
• Contact information: display this throughout your website so users can reach you when they need help.
• “Add to cart”: Lastly, make sure the call to action is clear and prominent.

Source: Smashing Magazine