November 30, 2011, 9:21 AM

The power of visuals

RugsDirect.com gives consumers as many visual shopping tools as possible.

Lead Photo

Words go only so far in e-commerce, as anyone who sells rugs online knows. That’s why RugsDirect.com gives consumers as many visual shopping tools as possible. The site features clean, easy navigation that allows a shopper to find what she's looking for in a variety of ways. This includes shopping by such attributes as shape, material, brand, designer and theme—for instance, outdoor, indoor, southwestern, lodge—and also enabling consumers to all but feel the material through the zoom tool on each product page. The e-retailer honed the design with extensive testing that included watching how shoppers reacted to the site. “People buy our products visually,” CEO David Craig says. “You can put in all the text description in the world and it won’t matter much.”

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