Editorialize in Your Product Recommendations

For some customers, simply having the product name, a picture, and the price is not enough. These customers are accustomed to getting personal recommendations from salespeople and friends when they shop in a store. On the Web, however, there is no direct connection, and people are usually alone at their computers. You can minimize their feelings of isolation by editorializing in your recommendations, giving the site a personality and a human touch (see Figure G1.2).

Figure G1.2. Electronics Boutique's homepage lists several product recommendations with editorial comments that seduce customers much more effectively than a simple list would.

(www.ebgames.com, October 8, 2001)