What You See Is Why You Buy
It is no secret that the web is a highly visual medium and visual presentation is a key reason one e-business may succeed over another. This is particularly true when it come to fashion. At a recent gathering of top Rakuten merchants, we were able to collect some important tips that offer insight into how a page presentation can drive sales.
Display sales performance and ranking history. Don’t keep this information to yourself. Chances are good you are already gathering information on the top selling items on your site – let your customers know about this by displaying the numbers on the site. This information appeals to customers who want to be on the cutting edge of popular fashion.
Use photos to cross sell. In fashion, any one purchase is an invitation to buy related items. Be sure you suggest this visually by displaying photos that show coordinating outfits or other options for the shopper to pursue.
Show all colors and variations. A shopper who buys one item may be convinced to buy the same thing in multiple colors – but not if she has to guess what those colors may be. Fashion companies often make the mistake of listing the color and pattern selections in text. In a paper catalog, that may be a necessary restriction. But online, the opportunity to display every color and pattern in photos is available – take it.
Building great item pages is a key way merchants can distinguish themselves in an increasingly crowded virtual marketplace. A page that catches the eye with color and with information is the page that makes a sale.
(Photo: Herry Lawford, Flickr)
Director, Strategic Accounts
11yPolyvore is a good example... dresses with accessories.
Founder @Codewave.com | CII-PwC Top100, PMI Future50 | Head - Design Thinking
11y..sometimes the sales information we show might backfire, especially in fashion where unique is the new 'fashion forward'. Say, an urban, young fashion-savvy woman may not buy something if she knows a hundred others around her have bought it.
Interior Design Manager at IKEA Group
11yAs a highly visual person by nature who has always worked in visual fields, I can't agree more. Options and choices that you can actually SEE, rather than merely read - though also important, make a world of difference. I think on the web in particular, the more you see, the more options, ideas ... the more you will sell, and the more customer satisfaction with the products they buy, and the experience of buying.
Sight is the most persuasive of all the human senses, it has the power to overcome any logical thinking when something becomes "desirable to the eyes".