Category Archives: Online Shopping

Designing a Product Description Page For Your Customers

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Each part of a website should be designed to target the biggest group of users. Of course, this includes the product description page, the page that actually shows the product.


"Think what’s important for your users and design for their needs…"

Are your customers interested in details? design? colors available, or price? Think what’s important for your users and design for their needs.

I have two clear examples. The first one, Dell’s product description page is perfectly designed for their target customers. They emphasized on technical features and price. The user experience of buying a Dell laptop is the same as the one of buying a screwdriver.

Dell Laptops Product Page

 

On the other side, Apple’s product description page was designed thinking on what is possible to do with the computer and design, not giving too many technical details (although they are also available). Apple, like Dell, designed for their customers’ interests. Read here other Design vs Art articles about Online Shopping.

 

Apple iMac Product Detail

 

Designing Product Description Pages That Sell

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Product recommendation is one of the ways of showing how usability practices can increase online sales. Making your users’ life easier will improve the whole shopping experience and will make buying fun!

"Design your product description page including related products…"

Make shopping easy and people will buy more. Design your product description page including related products that customers might like to buy.

Abercrombie & Fitch Product Description Page

 

A good design example is the Abercrombie & Fitch website, is you are looking for shorts it will show you a shirt and shoes to combine them with on the "Complete The Look" section.

Making this kind of integration takes time as it requires to internally link products, but all this effort could be extremely rewarding. Read other Design vs Art articles about Compulsive Shopping and Product Recommendations.

Usability On Emails, Lufthansa Example

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Email notifications are an important part of a website, affecting usability and the whole user experience. They should be clear, short and shouldn’t look like spam.

"A better approach would be to put the important information on top…"

Emails are part of the service and users use them for later reference. One example is the messages sent by online ticket reservation systems.

 

Lufthansa Confirmation Email

 

Lufthansa, the airline, sends confirmation emails that are almost worthless, just because a little detail. The message itself, the characters on it, doesn’t deliver important information for the user. On the other side, the important information is on a PDF document that can not be scanned by most email clients.

That means that emails will be very difficult to find once they are archived. The email subject doesn’t help either. A better approach would be to put the important information on top of the email body and subject! See how other airline is doing it better, read the article here.