Unfortunately, the site's jewelry product list lacks images and uses unclear names, making it difficult to shop. These descriptions are generally unclear and may be indecipherable to many customers. To learn about the item, shoppers must click on the description to access the product page. Consumers shopping for jewelry may be more likely to browse visually because the appearance of a piece of jewelry is very important.
Verbal descriptions are a poor substitute for graphics.
However, this makes it harder for shoppers since they have different needs in different categories. Instead of using the same design throughout the site, multicategory retailers such as iQVC should tailor product presentation to meet the needs of the category in question. In its jewelry category, iQVC could accomplish this by replacing its product lists with thumbnail photos of the items. We still find it useful to display and discuss these features, though, since our aim is to learn from the good or bad design of the feature, regardless of when it was live on the site. In ranking a site, we use a specific methodology .