How many times have you researched a purchase online, just to go down to the store so you could personally inspect, hold, touch, or try on the product?
As an online merchant, how can you help your customers feel confident enough in your product to make the purchase without having personally seen or touched your merchandise?
A recent Entreprenuer magazine article discusses the need to make your online offerings “wow” customers:
Now that most of your customers have broadband, your site should offer rich media features such as zoom, virtual e-catalogs and dynamic color-swatching. “It’s basically a must-have for many retailers, especially those where touch and feel are critical to product conversion, says Sucharita Mulpuru, … “Anyone in this space who doesn’t have features such as zoom and alternative views is seen as being really behind.
Example #1: Dell
Although I’ve had my share of trouble with Dell’s customer service, their website does a good job of helping you see the product before you buy. Some techniques they use include:
- 360 degree views of the products where you can rotate the product
- Several product images from different angles
- Detailed specifications and pictures of all the plugs and cable jacks
You can basically take a product, spin it around and truly see what you’ll be getting out of the box.
Example #2: Lands End
Clothing retailer Lands End creates an online environment where you can get as close to trying on your purchase as possible. They feature:
- A virtual model of you that you can use to “try on” clothes
- A detailed zoom feature on product pages that lets you see not just the overall pattern but down to the type of grain on the fabric
- If the previous features aren’t enough, you can order a free swatch of fabric to physically inspect before purchasing.
These two companies offer a variety of options to help customers visualize and even try on their products — all online. Each feature will likely help different types of customers. The more visual aids you provide customers, the more likely they’ll be confident about their online purchase. Confident online shoppers will skip the trip to the store and buy directly from you today.
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Becky Carroll
February 1, 2007
I agree and disagree.
I agree that online shoppers need to see that the product is good quality, it will fit them, and it looks good in the color they want.
Unfortunately, having an online experience that is below my expectations will keep me from using that e-shopping cart and will push me to the bricks-and-mortar. I think that some retailers are too focused on cool technology and have lost their focus on making the customer experience great for their return customers.
Kelly-Ann
February 1, 2007
I think that all clothing retailers should do a better job w/ color on their websites–for example, if you shop at www.victoriassecret.com occasionally if you look at a shirt, it will let you click on each color, and see that color in the picture. So you know they have the tech to do that. However, most of their clothes are only shown in one color on the photo, and from one angle, so it is hard to tell what the little color swatch will look like as that clothing article.
Joe Rawlinson
February 1, 2007
Becky: I too am likely to bail out of an online transaction when there is even the hint of trouble or doubt. The technology that powers our online experiences should never be the focal point. Complete customer satisfaction and closing the sale should be the end goals of any technology we deploy to our sites.
Kelly-Ann: Great example of how just a little bit more detail (in this case picture angles) could lead to a sale.
LeriHoldreice
August 3, 2008
It’s amazing