How many times have you researched a purchase online, just to go down to the store so you could personally inspect, hold, touch, or try on the product?
As an online merchant, how can you help your customers feel confident enough in your product to make the purchase without having personally seen or touched your merchandise?
A recent Entreprenuer magazine article discusses the need to make your online offerings “wow” customers:
Now that most of your customers have broadband, your site should offer rich media features such as zoom, virtual e-catalogs and dynamic color-swatching. “It’s basically a must-have for many retailers, especially those where touch and feel are critical to product conversion, says Sucharita Mulpuru, … “Anyone in this space who doesn’t have features such as zoom and alternative views is seen as being really behind.
Example #1: Dell
- 360 degree views of the products where you can rotate the product
- Several product images from different angles
- Detailed specifications and pictures of all the plugs and cable jacks
You can basically take a product, spin it around and truly see what you’ll be getting out of the box.
Example #2: Lands End
Clothing retailer Lands End creates an online environment where you can get as close to trying on your purchase as possible. They feature:
- A virtual model of you that you can use to “try on” clothes
- A detailed zoom feature on product pages that lets you see not just the overall pattern but down to the type of grain on the fabric
- If the previous features aren’t enough, you can order a free swatch of fabric to physically inspect before purchasing.
These two companies offer a variety of options to help customers visualize and even try on their products — all online. Each feature will likely help different types of customers. The more visual aids you provide customers, the more likely they’ll be confident about their online purchase. Confident online shoppers will skip the trip to the store and buy directly from you today.