AddingInformationValue

When creating a web site people forget that WebSitesAreJourneysNotStructures and design their content as if it was a spreadsheet with slots to be filled in. This is only half (or less probably) of the story.

Imagine you and your competitor have a list of products. They are pretty much the same products for similar prices. You have a search engine, they have a search engine. You list products and so do they. You are almost identical to them in the ways people can navigate your site (although their design may suck).

Now. Imagine that you have...

• Related products to other products because they match or compliment each other (ConnectionsBetweenItems)
• Shown "alternatives" for each product billed as "A little more/less expensive" (HumaneNavigation)
• Created ways to allow people to choose between 2 competing popular products (ProductComparison)

By taking the time to add value to your information you create a totally different user experience that AlwaysHaveSomewhereToGoNext which will keep them on your site (NeverLetThemGo). The pricing information will be humane (there is a difference between £99 and £104) and you will have supported a basic user need (to compare things).