Every user knows best. His screen shows the only possibilities of the WWW. -Is that the case? Suppose we have a shop on the web. This offers products for people aged 0-99. How do we display products best when the screen of the user is our target size? Each product has specific properties that may be important for the user.

The type of product presentation helps to decide in milliseconds about success and failure, acceptance or rejection, length of stay and credibility of the product. As delicate as the product development is its presentation.

The details are usually already described in detail by the manufacturer and reproduced in the product information. But does this information correspond to the reading habits, the preferences of the reader? Which path is being taken to make the desired product easily accessible? Which dependent, similar or related products are useful for the user?

The supporting visual presentation – regardless of text and facts, options (size, color; further modifiability) – has an effect on your style. Should the owner consider a particular type of representation to be the only correct one, this may be correct in his own case. But this means a challenge for those responsible for brands and products: if analyzes (Google) point in a distant direction, or if the familiar style is inaccessible to the younger target group, the company quickly appears shy of innovation.

A good user analysis and focus groups (market research) help with the small relevant (important) differences. Because the internet is the same for everyone, isn’t it? Defacto, we have to consider all possible opportunities that escape the mind of the company in order to include those who may want to be good, loyal customers. But are NOT convinced of the approach.

We are obliged to treat the DAU (Dümmster Anzunehmender User or dumbest user to be assumed) with the same respect as the head of the company. Although he has more weight in the decision (and very likely more product know-how), he is unfortunately not blessed with all the points of view of his own customers. What the individual is considering to be the product that is adequate, may then again, not be found on the company’s website. Platforms such as Amazon, Geizhals, Bookings, Uber and the like help to make further product approaches possible and to boost sales.

Openness to the possibilities of the Internet, regardless of the colorful WWW cubes, is a measurable factor for conversion. In contrast to print, the Internet offers and encourages participation in the life of the individual. This is the only way to achieve harmonization through technology (desktop, tablet, mobile), navigation, style (color / text) and clear product presentation.

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