Think about what aspects people want to see

For hiking boots, for example, people want to see the bottoms as well as the tops, so REI uses both static and dynamic pictures to present the parts that people want to see. (See Figures 11-2 and 11-3.)

Not every item needs a 3D video, however. Take advantage of what the web lets you do, but only when doing so adds real value for your site visitors.

In observing web users at e-commerce sites, Jared Spool found that experienced hikers rejected the offerings at a site that did not show the soles of hiking boots. Instead, they chose boots from REI because REI had pictures like the ones I'm showing here. Jared tells me (through email correspondence) that "The REI people knew to tip over the boots when shooting the pictures because the photographer used to work in the footwear department."

For hiking boots, seeing the soles is really important to me.

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Técnica Merak Hiking Boots - Men's

Reduced Price: $79.83 "Onginaiiy $10900 You Save 26*»

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Figure 11-2 Think about what your customers want to see.

Figure 11-2 Think about what your customers want to see.

Figure 11-3 The video is like turning the boot around in your hands; but not every item needs such elaborate 3D treatment. www.rei.com

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