Companies that compete on real store shelves know that an eye-catching, easy-to-read label will help them outsell their competitors. In e-commerce space isn’t as precious, but competition still exists. Online retailers—especially those that have an own brand that does not appear in bricks and mortar stores—may not be as attuned to that competitiveness. The teams responsible for designing and approving the label for an e-commerce brand may not even have a way to look at the labeled product on a search result page to weigh its impact or evaluate something as basic as its legibility, This disconnect can result in loss of sales. It is particularly regrettable when an e-commerce brand’s own products are underperforming competitors on their own site.
As an online shopper, which of the products in the array above would you be least likely to click on if you were shopping for Vitamin D3? If you were a manufacturer of Vitamin D3, which product on this virtual shelf would you least like to be yours?