Swatches are not Enough

We’ve been enjoying the PDC’s e-commerce lunches. Not only is there an actual free lunch, but we’ve learned a great deal about online business. The latest lunch topic was improving website efficiency and effectiveness.

The talk centered predominately around e-commerce sites. One suggestion particularly caught my attention: If you are selling multiple colors of an item, give pictures of the different colors, not just color swatches. This is a tempting step to skip, as you need many more photographs to show all colors of a product. However, the user experience is drastically improved!

I recently attempted to buy dishes online and had a difficult time figuring out exactly what description matched what item/color (see site). Compare this ordering experience to our own Amy Sacks, where each color of each glasses style is viewable.

Kandace Brigleb

Producer, co-founder of Needmore. Currently residing on the left coast.