One of the biggest barriers for customers about to use a checkout is forcing them to register their details first.
Presenting them with page after page of forms in which they need to fill out the most unnecessary of personal details is a quick way to send your customers to the exit, leaving many abandoned baskets and lowering your conversion.
Detailed product information is essential for achieving conversions as customers obviously can’t touch the product so retailers need to provide all the relevant details through images, product descriptions, reviews and videos.
This is an easy enough task for simple product such as DVDs, books and some clothing items, but electronics and other technical products require a great deal more information.
The challenge is then to try and present all the relevant information in a clear and concise manner that doesn’t cause the reader to lose interest and go elsewhere.
A case in point is the Samsung 3D 51” plasma TV which retails at around £1,800. It’s not the sort of purchase that most people will make on a whim, so retailers have to provide detailed information to ensure customers are happy to part with their cash.
With this in mind, I browsed a number of ecommerce sites to see how they deal with product descriptions for this particular TV.