Six Functional Parts, The Home Page

The home page sets the shopper’s expectations for the rest of the site and lays out the framework. The home page performs the following jobs:

Store Framework

The store framework—or page layoutsets the expectations for the customer for each subsequent page within the website. It usually consists of the top banner of the store, the left navigational bars, the primary content area (middle), and often has a third column on the right side used typically for advertisements. The top banner and left navigational areas are usually consistent throughout the remainder of the store.

To help the customer remain oriented in the site, there are static elements that start on the home page and then remain constant. For example, the company logo and top of the page identification banner help ground the shopper in the store even though page content changes.

Company Information

The company name, logo, and positioning statement are important informational elements. In addition, a toll-free number provides another means to order or to ask questions and should be readily noticeable and available on the home page and all other pages of the store.

A link to a company information area will provide the company name, address, telephone number, parent company, and a key contact name. It may tell a little about the company itself, how long it has been in business, the types of markets it serves, and the range of products it produces. There may be a photo of the main office to establish credibility. This area can reinforce the value proposition and reassure customers that they will get the promised quality, service, or other attribute when they order.

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Sub Category and Product Detail Pages

Because customers can’t pick up virtual merchandise and read labels, the product detail page represents the product or behaves like the product package. It must clearly communicate what the product is and what the customer will receive as a result of its purchase. Anytime a page offers a product for sale, it must provide the following information for each of the products offered:

  • What it is—the description, picture, uses
  • Relevant and complete compatibility, sizing, color, or other information
  • What’s contained in the package—what the customer will receive
  • Other items needed for immediate operation (batteries, cables, assembly, UL specifications)
  • Spare or complementary items (extra batteries, film, or a carrying case)
  • "Care and feeding" of the product (special polish, cleaning instructions)
  • The price and any hidden charges (extra shipping or handling)
  • The manufacturer’s or designer’s name
  • Sample content (for example, sample book pages)

The customer must know clearly what the product is and what it looks like. And for customers who know exactly what they are looking for, accurate descriptions and specific product numbers or models must be included so they may easily recognize the correct product. Our research across more than 25 major elcommerce websites identified incomplete or inadequate information. In many cases, the web stores did not provide complete compatibility information.

Shoppers will not purchase from a site that cannot confirm their choice or be specific about what the product is that they are purchasing.

Product detail pages let customers know what they’re getting and what else they may need or want. In this example, product features—the "speeds and feeds"—are listed. This includes products they may need to purchase in order to use the product. It also features other products the customer may want. Good clothing stores recommend coordinated accessories to give customers ideas to complete ensembles for a variety of social occasions.

Write for the Successful Websites

People tend to print pages if they are too saturated with text Printable pages should be a core design requirement, because many people print Internet documents for future reference. Use background colors, text colors, and fonts that print well on a variety of printer types.

Some colors, for example, do not show up when printed because of conflict with background and text colors. Avoid "white" text unless you’re sure that it is visible when printed. It is also important to be careful that your printed page does not print a blank last page. The designer should print out pages on the site to make sure that actual information is on each page.