You’re on Amazon and you find something you want that might look okay, yet the Description and photos are lacking. Your only hope is if another user provided the necessary detail or photos in the reviews section.  The online “experience” (getting the right informational at the right time) is of paramount importance to the online shopper.

Clear product images are the number one area for improving the user shopping experience. We all know the role great Photography plays in communicating (in fact we all have a very good camera on our smartphones) yet photography continues to be an afterthought in the online experience planning.

You can see by the chart that the navigation requirements are rated lower which is more than likely tied to increased efforts by companies to improve search, navigation, and payment experience. Check-out still seems to need some work.

Product Descriptions, Product Reviews and Photography are the top areas of interest and it makes sense, before you buy something you want as much information as possible. It all comes down to not taking for granted the fundamentals of communication in the online world: good photography, good writing, and empathy for the user.