November 30, 2011, 11:18 AM

Teach them well

BlueNile.com has built its business serving first-time shoppers.

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Young men shopping for engagement rings tend to have one thing in common, regardless of budget: They know little about diamonds. BlueNile.com has built its business on serving those first-time shoppers by making it easy for them to buy engagement rings. In addition to teaching consumers how to shop for jewelry, Blue Nile uses rollovers to display 11 categories of product information such as a diamond’s color and carat, setting type and stock status. “We have made revisions to some of the hovers,” Diane Irvine, CEO, said in an interview before announcing her resignation. “We are trying to bring as much information as we can to one page.” The web site used to be more page-based, but the enhanced hovers enable Blue Nile to bring more information to the shopper quickly.

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