Version 2
is available as of this writing and is available from www.huddletogether.com/
projects/lightbox2/.
In addition to static photography, many product pages contain interactive demos or
360-degree QuickTime videos. Designers and marketers should work together in crafting
the best possible product presentation within budget, time, and resource constraints.
Obviously, bigger products benefit from more elaborate site designs (e.g., the website of
any major car manufacturer). But it??™s important to design the mundane catalog items??™ illustrations
and photography well, because the small touches of good design and usability can
dramatically amplify the clarity of information and can be a major contributor in converting
casual browsers into new customers.
Supporting content. While just about every product has a description, and most have a
picture or two, it is often worth supplementing that core content with material that might
be of interest to the reader. Ideally, an individual product page should contain everything
a reader could possibly want to know about the item, including the following:
Case studies or testimonials: We??™ll cover third-party validation later in the book, but
this is a perfect place to include some words from satisfied customers.
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