Marcia Yudkin’s Marketing Minute newsletter references Jakob Nielsen’s research that says shoppers leave 10 percent of the time because the site didn’t provide enough information. She discusses how some sites don’t make it clear whether the product is a CD, book or download.
Funny thing is that I experienced this recently. I was looking up Lord of the Rings and Harry Potter on several ecommerce sites — and it took way too much digging to find out whether I was looking at the books, DVDs or something else. This should be instantly obvious without any clicking.
This advice applies to product type, colors, sizes, and so on. This mistake can make a difference of a sale. Like Yudkin says — make a list of what people would want to know about a product and compare that to your description. Let’s say you’re selling watches… think about your own experience in looking for a watch. What did you want to know? Ask family and friends what they look for when shopping for a watch. This can be your list of things to include for every watch.
