February 13, 2012, 1:33 PM

IRWD 2012: Retailers can’t ignore the importance of product page details

They play an important role in forging an emotional connection with the consumer.

Kevin Woodward

Senior Editor

Lead Photo

A product detail page can be an avenue to make an emotional connection with a consumer, explained two speakers today at the pre-conference workshop at the Internet Retailer Web Design & Usability 2012 in Orlando, FL.

“At some level, it’s just about the products,” said Young Lee, vice president of product management at Backcountry.com, a unit of Liberty Interactive Corp., No. 8 in the Internet Retailer Top 500 Guide. “It’s verification about what the customer wants.”

But, at another level, the product detail page is where the consumer falls in love with the product, Lee said. “This is the key to the whole thing,” he said. “If you think about why people buy, there’s an emotional connection that occurs at that point when you touch a product.”

To help shoppers replicate the tactile experience of touching a product online is one reason that apparel e-retailer AgainstNudity.com added 360-degree views of most items last year, said co-presenter Louis Moreau, the retailer’s CEO. “It’s a great way to get the customer involved and get them to spend more time on the product page,” Moreau says.

Retailers have to understand a consumer’s motivation for visiting the product detail page, Lee said. For example, a consumer buying a $450 ski jacket on Backcountry.com is more than likely a serious skier who is intensely interested in the jacket’s technical specifications. That’s why one image consumers can enlarge on the jacket’s product page shows the taped seams inside the jacked. Taped seams prevent water from seeping through, getting a skier wet, he says. That feature can help a skier stay on the slopes longer, which justifies the high price tag of that jacket, Lee said.

Comments | 3 Responses

  • and there you go ... an advertisement for whatever company sells software to do 360 degree views. Too bad, I was hoping for something actually substantial in this article on what to do to improve product pages.

    • I don’t think that’s the point lol. It’s simply using the 360 degree view as an example of what can possibly fuel the connection between the consumer and the product. The real key would be to figure out what attracts that customer to that product and how you “build” the engagement within the product page in order to lead ultimately to a purchase

  • SDeri-I can share a recent webinar on what 1,000 shoppers look for during their online shopping experience. Call/email 512.279.4800x252 or tkenney@invodo.com

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