Why Not Default to Full Size View?

The standard convention for product pages is to show a smallish product image and give the shopper the option to click or mouse over for a larger view.

Maycs.com–

But we all know product images have a huge influence on conversion rates.  And that larger, more detailed, product images are always better than smaller product images.

Entertainmentearth.com defies convention.  Their product pages display products in the largest size possible (no need to click or mouse over for zoomed view).  Check it out–

http://www.entertainmentearth.com/prodinfo.asp?number=LG7553#.UJZK9rRJx_0
http://www.entertainmentearth.com/prodinfo.asp?number=CUP09850#.UJZLE7RJx_0

Gift Ideas

MetroKitchen.com is a site that specializes in cookware.  They have a simple, yet very effective Gift Ideas page …

… where shoppers select a relevant option and see a list of highly targeted gifts.

Opportunity: On “For wine fans” page (for example) MetroKitchen.com just lists products–

Which means I have to click the first item, read description, hit back button, click the second item, etc.  I wish they had presented Wine Gifts in this format …

… so the shopper could read a short description for each product and then visit product page to make purchase.

Adding Punch to Product Images

The standard product page consists of product image followed by product description.  However, to support product description if you can repeat the most important/differentiating points from your description into product image you will dramatically improve effectiveness.  Posted below are some e-tailer examples.  As you can see, this strategy works for all types of items- from diaper changers to ballet shoes:

Selling 18th Century Items Using YouTube

Every e-tailer (big-small, broad-niche, impulse buy-pricey stuff, PPC-SEO, single purchase-lifetime value) has a definite set of strengths and weaknesses.  The key to success is focusing on your strengths.

Jas-townsend.com is a niche e-tailer that is good at making product videos, which they use abundantly throughout their site.  I wonder how many conversions can be directly attributed to these clever videos? Some examples-

Anchor product

Most shoppers click in and out of search results quickly, making it a challenge for the e-tailer to tell their story.  We already know landing pages, content and site design play a role in slowing shoppers but I think retailers can do a better job using their anchor products.

An anchor product is a product that does a really good job grabbing the browser’s attention.  This is not to be confused with a top seller, which both grabs attention and gets purchased.  An anchor product is like a great assist, it lifts the team’s performance.  In Google Analytics terms an anchor product would be a product page that has a relatively low conversion rate with a relatively high $ Index.

Harry and David is famous for the distinctive way in which they cut their pears:

This would be their anchor product.

But even a site like umbrellasusa.com can use an anchor product:

Visual Merchandising

Typetees.com has figured out a way to maximize screen real estate.  To enjoy their cool interface head over to www.typetees.com.  Here are two screenshots:

typetees.com before mouse over
Typetees.com before mouse over
typetees.com on mouse over
Typetees.com on mouse over

Will this make me convert the moment I land on their site? No.  Will it improve the odds of my remembering the site when considering buying a tee shirt in the future? quite possibly, and in a world made or broken by fractional percentage points that’s a big deal.

Related article: The Immersive Store