Posts tagged with Product Pages

E-tailers need to do more to sell big ticket items

Online retailers can do a lot more to help sell their products online, by using better product descriptions to convince customers to buy, and providing better quality product photos, especially in the case of more expensive items.

A post by Katie Lee on the Telegraph blog yesterday asks the question: 'Why is shopping online still so terrible?', and based on the headline, I was prepared to defend e-tailers, as there are some excellent e-commerce sites around, and most have improved over the last year or so.

While the title may be a bit of a generalisation, there are some good points about the quality of sales copy on product pages, and the poor quality of product photos. I've been having a look at some examples where retailers could do a lot more to sell expensive items...

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Ten things Laura Ashley can do better online

Laura Ashley's website does have some good points, but having used it this week while searching for furniture, I think there are a few areas which could be improved upon.

I've come up with ten suggestions that would improve the usability of the Laura Ashley website...

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Site review: Clarks

Having seemingly taken its time to get its online strategy together, shoe retailer Clarks finally launched its first transactional website at the end of last year. 

I had previously highlighted Clarks as an example of a company that was failing to make to most of the web by not offering its product range online, so I've been having a look at the new site from a user experience perspective...

Clarks

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Q&A: Nick Usborne on writing sales copy for websites

Nick UsborneNick Usborne has been a copywriter for thirty years, and worked on direct mail campaigns before moving exclusively online in 1997. He has just written a guide to optimising online sales by writing better copy.

He believes that this is an area where many e-commerce sites have plenty of room for improvement. In his new e-book, he talks about how websites could use proven sales copywriting techniques to improve their conversion rates.

I've been speaking to Nick about why he feels that some sites need better copy, and the challenges of online copywriting...

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Site review: WHSmith Entertainment

WHSmith last week launched a stand-alone website, selling DVDs and CDs, as well as its range of electronics and computing online, leaving everything else to be sold on WHSmith.co.uk. 

The move also reflects the retailer's strategy of reducing its presence in entertainment offline. Sales in this category had fallen by 18% in the year to July 2008 and it has been removing such products from its stores.

I've been having a look at the new site...

WHSmith Entertainment

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Should more etailers be using video?

According to new stats from comScore, the number of US web shoppers watching videos on e-commerce sites has grown by 40% in a single year, as more retailers have started to use them as a sales tool.

A number of UK e-commerce sites are already using video on their product pages to promote items, but should more be doing this? And which sites are using product videos effectively?

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