While they are still tangible things, the last two types of products have to be treated like
services because either the customer has to seek out the product beyond the Web, or the
customer and vendor have to engage in a human interaction for the sale to be made. As
with services, a website can only go so far in marketing and selling these types of products,
which is why this section will focus on the first category, or those that are sold over the
Internet.
When designing and writing web pages for these products, you should always make the
selling path prominent, because it leads customers right to the online store where they
can make a purchase. It doesn??™t have to overwhelm the reader??”half-page, seizureinducing
billboards are probably overkill??”but it always has to be brainlessly accessible.
The product landing page
Most users who go through the trouble of finding a particular company are likely going to
click on the Products link in the main menu. They should be rewarded with a landing page
that focuses on actual product offerings, and doesn??™t display large, Flash-based introductory
animations, wander down tangents talking about company history, or do anything else
that detracts from the carefully crafted sales message.
Pages:
294
295
296
297
298
299
300
301
302
303
304
305
306
307
308
309
310
311
312
313
314
315
316
317
318