In fact, it requires careful design and
copywriting, explored in the next section.
Figure 7-2. The selling path starts midway through the goal conversion.
Product page design
A company whose primary line of business is selling tangible products will find its catalog
of items falling into three fairly distinct categories:
1. Products that can be sold on the Web: Just about anything that can be shipped and
delivered cost-effectively can be sold via an online shopping cart, from fruit
baskets to furniture to cars. These products do not need the help of a sales force.
Customers can make a purchase online without interacting with the company.
2. Products that could be sold via the Web but are not: Many corporate websites
describe products that could feasibly be sold online but are not because the company
chooses to distribute them in other ways. Many food manufacturers do not
sell their products online because they have exclusive distribution deals with
grocery stores and other retail outlets.
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3. Products that cannot realistically be sold through a shopping cart: These products
simply can??™t be delivered without a huge expense (such as a luxury fishing boat) or
without intense customization (enterprise-grade software).
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