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Web Design for ROI: Turning Browsers into Buyers & Prospects into Leads by Sandra Niehaus, Lance Loveday

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Chapter 7. Detail Pages

 

“Anyone who says money can’t buy happiness doesn’t know where to shop.”

 
 --Mrs. Howell, Gilligan’s Island

At last! Visitors have found what they were looking for and have arrived on the item’s detail page, ready to buy. Success! Right?

Don’t break out the champagne just yet.

Yes, some visitors will arrive here ready to buy with no further help. Many are still deciding. They might be comparing competitors’ offerings in other browser tabs or windows, or pogosticking back to a category page or search engine results page to see if anything else looks interesting. They might be IM-ing friends, or reading a product review printed out earlier.

The point is you can’t relax your conversion efforts. It’s tireless work, and visitors ...

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