Pixel-by-pixel they build out the screenFollowing on from last week’s “tips on improving the performance of scarce online retail real estate,” I wanted to share three ways in which tech-savvy online retailers are making the most of precious screen space.

And if you’re in charge of an online store you don’t need me to tell you it’s tough to find enough screen space for all the information you want to share with cyber-shoppers. Indeed, those precious pixels are a prime example of scarcity, that vital element of economics classically described as “scarce means that have alternative uses.”

For example, in my last post I talked about the challenge of balancing just two alternatives:  product shots and offers (such as discounts, price cuts, shipping deals, and all the other incentives to buy that reside in the online retailer’s arsenal). I referenced an excellent post by Kevin Ertell in which he pointed out how often (hint: too often) online stores err on the side of promotional messaging versus presentation of the products, eventual purchase of which the promotions are designed to encourage.

But product shots and promotions are just a few of the space hogs you need to feed. There are product details, endorsements, testimonials, reviews, and ratings to accommodate. Then you have the nuts and bolts of the shipping and return policies, payment options, and so on. So what can you do to ease the strain of competing demands for screen space? Here are four suggestions: Read the rest of this entry »