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on the internet customers are left on their own,
there
is no sales person or manager who would tell them about the goods or
services. Customers cannot take goods and study them carefully. But how
then do they make decision? There are only two answers:
A;) customer is already acquainted with the product, he/she likes it
and wants to buy it;
B) customer liked the information about the product and decided to buy
it.
We will consider the second variant, when customer
chooses some product only by description given at the site. Therefore,
product description should show product to the best advantage and point
at those features to which customer pays attention when visiting
ordinary shop. When browsing through the web sites, customer sees
pictures of goods and reads the descriptions; we can call the totality
of this information "product card".
So, at the first stage you need to make a typical
product card.
Product name
Product description
Composition/Characteristics
Color
Size
Price
Price with VAT
Sale price
Picture(s)
You may exclude those points which are
inappropriate for
you and add some additional ones. You should pay special attention to
pictures of a product. If you are selling clothes, you know that
appearance for customer is much more important than any other
characteristics. That is why the first thing which customer should see
is pictures of products. If your web site is selling CDs and/or DVDs,
there should be such positions in the product card as:
mp3 (so that customer could listen to an
example);
Rating
Format
We
would like to pay your attention to the fact
that any
product should have two characteristics for sure; these are: product
name and price. All the rest of characteristics depend on the industry.
Product
can belong to some certain category of
on-line
catalog. That is why it is very important to develop such a catalog
structure which can be easily understood by users.
Creating
An Online Catalog
Any
catalog consists of sections. You can use
structure
of some already existing catalog or make up a new one. It is worth
making up (developing) a new catalog if you want to:
Sell not all of the goods, but only some
part of them;
Sell goods at special price;
Hold sales and auctions.
Links Between Categories
& Products
In
case you want to offer customers additional
products,
you need to create links between products on the basis of some
principle. For example, "swim suits" category can linked to "beach
bags" category. The next stage is development of online catalog
shopping, but this will be the topic of our next article.
Thus,
here is the list of documents you need to
develop or give to the web developers:
- Example of current catalog of
products
- Example of product
description(s)
- Product card(s)
- On-line catalog(s)
- List of attendant products (or
categories)
Having
this information, web developers will be
able to
develop not only catalog design but also the full eCommerce Website for
you.
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