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Pattern Group A. Site Genres > Provide Many Ways to Find Products

Provide Many Ways to Find Products

Web sites must provide customers MULTIPLE WAYS TO NAVIGATE (B1) because they look for products in many different ways. Some customers will know exactly what they're looking for and will want to type the name of the product into a SEARCH ACTION MODULE (J1) and jump straight to that product's page. Others may have only a vague notion of what they want and will want to explore lots of BROWSABLE CONTENT (B2) to get a better sense of what's available.

Searching and browsing are two basic approaches for navigating through Web sites. However, they are often not very effective for revealing the really interesting products—the ones that everyone else is buying, the ones that are on sale, or the ones that are just plain cool. Once you have the basics of e-commerce down, find new ways to help your customers scratch itches they did not even know they had. Tell your customers what new and interesting products you have by showcasing FEATURED PRODUCTS (G1) on your HOMEPAGE PORTAL (C1). Help them find related or more expensive versions of products by CROSS-SELLING AND UP-SELLING (G2). Drive more sales by providing PERSONALIZED RECOMMENDATIONS (G3) specially tailored to their individual interests and needs. Finally, offer a RECOMMENDATION COMMUNITY (G4) in which customers can provide feedback and comments on products. By fostering a thriving community, you are partnering with your customers, having them create new content for your Web site, and, in effect, providing everyone with yet another reason for visiting your Web site again in the future.


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