The Nielson Corporation just released its Ecommerce Usability Report again after an 11 year hiatus. The number of usability guidelines has grown from 207 over a decade ago to 874 in this new study; so there is a lot more for e-tailers to keep up with. The study showed that many ecommerce stores are lacking in areas like content, functionality and social integration.
The Case for Content
Striking, clear and beautiful images are a must. However, the words on your site are equally as important as the images. It seems harmless enough, because you can literally find bad ecommerce content all over the web. However, there are not many things that can kill a consumer or b2b e-commerce sale faster than:
- Bad, poorly written content
- Unclear product descriptions, or
- Short two or three-line product descriptions
Ask yourself, which site you would buy fishing tackle from?
A beautiful site with excellent images and this description:
Bartry Lures: (15 pc. Assorted Colors)
or
A clear, uncluttered, reasonably attractive site with excellent images and this description:
Bartry Top Water Lures are number one for a reason. These lures dance around with a rod jerking motion that looks exactly like an injured bait fish twisting in the water. They pop and glide through the water effortlessly with side to side motion, feigning realistic injured fish movements.
In addition, manufactures construct Bartry Lures out of durable stainless steel to survive your battle with even the toughest catch and their strong, sharp treble hooks will secure any 20 pounder and beyond. They also feature clean aerodynamic lines, so you can throw out an incredibly long and powerful cast every time.
Each lure measures 1″x3″ and assorted colored lures come in packs of 5, 15 and 25. Bulk order pricing is available for fishing charters and sport fishing recreational tours.
To further enhance your content, you could also go a step further and post a demonstration video for some of your most popular products. This is also an excellent touch.
As you can see, it’s not all about beauty. It’s about trust. Who would you trust? With the first description, many shoppers would be concerned that the store wasn’t selling the authentic product and that they would receive knock off, fake lures.
According to Nielson, “…users cannot touch, feel, see, taste or smell the offerings,” …on your site. Because of this, you have to paint a picture for them or completely risk losing the sale!
Contact us, to start building your ecommerce site today.
