This or That? – Product Comparison in e-Commerce
Customers want to be sure they’re getting the right item, the best deal. How do they achieve this? By comparing their options! Part of a good shopping experience is aiding the decision making process for customers. Great content, enticing coupons, and user ratings and reviews can influence a customer to buy. But if they have to only choose one instead of the many you offer, we need to continue the efforts of improving the decision making process.
Imagine picking between 3 tents for your camping trip – each has different specifications, sizes, weights, features, and more. They all serve the same general purpose, but you want one that suits your particular camping needs. Some websites try to make it easier to browse and compare items by having the new item open up in a new tab or window automatically. The problem with this is that customers will then have to flip back and forth between tabs and windows to see which product they like better or which is more suited to their needs. This can get annoying. The other alternative is for customers to click back and forth between several items, having to find it each and every time, or make the extra effort to open it in a new tab or window.
There’s an actual feature for your webshop for that to make it easier – Product Compare. It’s exactly like it sounds – put selected items side by side on one page to compare item details – price, specifications, web price, sales price, attributes, and more. This aids decision making and makes the whole shopping experience easier. Within the comparison list, customers can move the items from side to side, ordering and ranking them in whichever way makes sense. Customers also have the ability to add their desired item straight into the shopping cart from the comparison list.
Video here to see it in action.
Another way to aid the decision making process is through a product configurator – see these blog posts here and here for some ideas and inspiration on how it enhances the shopping experience.
See how Nav-to-Net™ makes both the B2B and B2C e-Commerce compelling to use.
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