Products Page

Product Presentations

    From the front page down to the product description page, your site and product presentations should be structured to sell, sell, sell. You can divide product presentation into two groups: front-end promotional presentation and description pages.

    Front-end promotional presentation should appear on the front pages of your Web site and specific stores. The headers and decks used for these promotions should be descriptive yet structured to sell. For instance, instead of "Snap-Front Tops," a potential header could be "Comfortable Poly-Cotton Snap Front V-Neck Scrub Top From Wesket."

    The deck, or subtext, should expound on the headline to further describe the product and promote its selling points. The goal behind the headers and decks is to create enough interest to get the shopper to click through to the product description page.

    For featured front-end product promotions, add thumbnail product images. Consumers are very visual, and since they can't touch and feel the product online, you need to be able to show them what it looks like.

    Once you've enticed potential shoppers with front-end promotions and they've clicked through to the product description pages, this is where you want to capitalize on product presentation in order to close the sale. Pricing, styles, sizes, etc. should all be present within the product description pages.

    The initial product description page should have enough information present in order to describe the product and the various ordering specifications without being too verbose. A shopper should only have to scroll down a maximum of three screens. If you have more detail, create additional product descriptions links so potential buyers have access to that information if they want it.

    If you can provide different visual aspects of the product through images, provide those various looks. Even if you have to link to additional screens to show all the product shots, this will provide a level of comfort for the buyer. For instance, colors should all be available to the buyer to view, as should every style in which the product is available.

    In both front-end promotions and product description pages, always include a checkout link. Again, don't create barriers to the sale.