One of the hot features many e-commerce websites are showing off these days is eCatalogs (or online catalogs), exact conversions of print catalogs into flash or images for browsing on the web. Many traditional catalog vendors have begun promoting the electronic versions on their website, such as Nordstrom, Anthropologie, JCPenney, and JJill, to name just a few. While these eCatalogs do offer a “flashy” way for customers to shop and make the sites in question seem to exist on the cutting edge, in reality they provide little more than a difficult, frustrating user experience. Print catalogs are made for one specific reason — to be read in print form. They are not optimized or even applicable to the web, and companies that use them are showcasing laziness more than innovation. Instead of relying on the antiquated and irrelevant rules of print media, the focus should be on transforming catalog content into viable, engaging web interfaces.

Catalogs built in Flash are the most complicated and confusing to use. Take JCPenney’s books — created for the web by RichFX, the design firm that seems to be the leader in the space. (I don’t mean to pick on any particular retailer or vendor, because they all make the same mistakes, however this particular one just so happened to fit the bill.) The user is forced to learn a completely different navigation than that of the site they are visiting. Forcing customers to spend time learning a new way to get around on your site increases the likelihood that they will get frustrated or bored and take their business elsewhere. Case in point: the “back” and “next” buttons on the left side of the page are similar, but not the same as, the “back” and “forward” browser buttons. Clicking the “back” button in the browser takes you out of the eCatalog entirely, but clicking the similar “back” button within the catalog merely takes the user back a page. It is also possible to turn the page by clicking the bottom corners, but that isn’t apparent until one hovers their cursor over said portion of the page, leaving inexperienced users with little hope of discovering this feature.

The text and images in this catalog are so small that it is extremely difficult to read at the default size. One might assume that clicking on the image or text will zoom, as is consistent with other product or image zoom applications on the web and definitely the most intuitive expectation, but in actuality it takes the user completely out of the catalog and back to the normal site, usually to a product info page. To zoom, one must use the “Zoom” button on the left side of the page. Considering the time, effort and money companies are putting into these catalogs, it is astonishing how difficult they are to browse and read. (That is the point of catalogs, is it not?) Along those same lines, I have yet to come across an online catalog that offers search, which is for many people the preferred method of browsing. A truly great internet experience should utilize the powerful tools available, such as search, as opposed to being limited by the rules of print media.

Online catalogs are not only limiting from an interface standpoint — they also handcuff the content and merchandising teams. Most companies spend a great deal of time and money beefing up their promotional and product information pages, especially with related items, similar items, and extended assortment of brands and categories. While within an online catalog, the customer is taken entirely away from these great features and is only limited to what is in the catalog. What is so exceptional about the internet is the ability to offer so much more selection than a traditional catalog — turning away from this will only lessen the probability for sales conversion. JCPenney’s catalog also takes the user away from their site entirely (some companies keep the universal masthead above the catalog, a better experience), which again relegates the user to just the narrow catalog they are shopping. Great internet sites allow users to get to their favorite areas of the site quickly and easily — most online catalogs do not.

The online presentation of catalog content can be improved by tossing aside the idea that this material must be read like a print catalog. In fact, there is no need for the promotion to even look anything like a print catalog — it should look like a website. Use the great images and copy the print catalog provides and optimize them for the web experience. Add model photos to product info pages and gloss up promotions with imagery and copy from the catalogs (a good content management system makes this much easier), but always keep in mind that the user is on the web, not reading a magazine. Utilize features that already exist on the website, such as related items and search by brand, to enhance the overall shopping experience.

If you must use the online catalog format, attempt to add features that will improve effectiveness and build upon the strengths of the web format. Avoid clumsy flash interfaces and, if possible, use image / HTML text combinations instead (although more effective, this can also be more resource-intensive). Web users are accustomed to these kinds of links and navigation and will learn more quickly how to get through the catalog. Include links to extended assortment of brands and product categories so users are not limited to shopping only the products featured in the catalog. And, by all means, take some time for user research, testing how your users navigate through your site and into your catalogs, so you don’t lose them as soon as they attempt to do so.

Finally, remember that web users are known for their impatience and resistance of new things — including complicated, limiting eCatalogs. Don’t restrict your own design! Focus on the assets that you have acquired from the print catalog and integrate this new content into your existing site to help the web user find the content and products they seek quickly and easily.

This entry was posted on Saturday, April 2nd, 2005 at 7:21 pm and is filed under web UI. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.