Chapter 9. Providing Good Product Information

287 Show Me the Money

Tip: Where To Display Prices

No Excuses

Tip: Approximate Prices Are Better Than None

Disclose Extra Fees

295 Win Customer Confidence

Describe the Product

Test Driving an Auto Site

Provide Pictures and Product Illustrations

Five Big Illustration Errors

Layer Product Pages

Display Bona Fides

311 Support Comparison Shopping

Refine and Sort

317 Support Sales with Quality Content

Four Reasons for Informational Articles

They Don’t Have Products, Do They?

More Information

It would be difficult to overstate how many online sales are lost because of unclear product information. At its best, shopping on the Web should be more convenient than shopping in stores, ...

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