intent-and-context● publishing
Occasional notes on turning product searches into useful journeys.
Consider an advertisement inviting a customer to compare two desk lamps. The click leads to a category page with twelve lamps, a large lifestyle photograph and a request to join a mailing list. The comparison
Customers comparing a product range need help making distinctions, not an immediate choice between a broad catalogue and a checkout button.
Compatibility questions deserve a page that explains the conditions of a match and gives uncertain customers a way to check them.
Comparative claims become useful when a product page explains what improves, under which conditions and for whom the improvement matters.
