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Pattern Group G. Advanced E-Commerce > Make It Easy for Customers to Choose Pre...

Make It Easy for Customers to Choose Preferred Products

Customers do not want to fill out forms to get product recommendations unless there is a clear and tangible benefit. Give customers a way to rate preferred products without having to purchase them. However, keep in mind that this scheme works only if people are familiar with the products you sell, or if they can provide assessments based on information on your site.

Provide customers with a rating scheme on CLEAN PRODUCT DETAIL (F2) pages, letting them rate how much they liked something. Keep the rating scheme on the current page and reflect the selection made by the customer. Ideally, the page will not even reload, making the ratings instantaneous and more likely to be used (see Figure G3.3).


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