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