In addition, more resources are pumped into products that are
not lost in a sea of other offerings; if a software company produces only a few titles, then
they are going to focus their efforts into designing the heck out of the product pages since
revenue is reliant upon fewer avenues of revenue.
In Figure 7-6, you can see an example of a well-designed product page from Extensis. In
addition to the core content in the central column, case studies and technical documents
enable customers to read about a complex piece of technology, and hopefully aid the customer
in making an informed purchase.
WEB DESIGN AND MARKETING SOLUTIONS FOR BUSINESS WEBSITES
158
Figure 7-6. Extensis provides plenty of supporting content on this product page. Case studies,
technical documents, and detailed specs round out the description in the center.
Shopping cart link. Your site is going to either have e-commerce capability or not. If it
doesn??™t, but your company relies on a network of distributors, you should point people to
the place where they can find a dealer or reseller (such as in the left column of Figure 7-6).
If your site does have e-commerce??”meaning that people can fill out a shopping cart and
pay for the items without leaving the domain??”it??™s imperative to provide users the ability
to add items to their cart with a single click from the context of the individual product
page.
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