Web usability is a vast and formidable topic. One way that we measure usability is through measuring creative performance. One aspect of creative performance is content. How do we know if content is performing? When it's usable. How do we know if it's usable? People use it. Providing good information on your Web site helps prospects make decisions, such as whether to look further and whether to purchase from you. Selling or promoting products online requires supplying information in a way that breeds confidence in the potential buyer. In this way, content becomes sales support.

Your content takes the place of the tangible product to hold. It must answer the questions for the would-be sales person who isn't there. Through extensive research and usability testing, we've identified a set of best practices for writing e-Commerce content:

1. Show the prices.
   Pricing is usually the first thing prospects want to know. It gives a sense of the value of an item, whether it's within the prospect's budget, and whether they're shopping in the right place.
2. Accurate product descriptions.
   Rather than marketing hype, which deters most prospects from your Web site, clear and accurate product descriptions with images will build trust in the consumer for your brand. Descriptions should include enough detail to differentiate products and highlight its precise benefits, yet too much detail is overwhelming. Concise writing using everyday terms is the rule.
3. Photos and illustrations.
   Choose images that show relevant details your prospect cares about. Make it possible for users to enlarge photos for a closer look. Show products from critical vantage points and make zoom-in functionality big enough to show adequate detail but not so big that context is lost.
4. Layer information in order of importance.

Present key points first and make it easy for shoppers to get more specific information. Layered product pages with links to all related information such as details, photos, reviews, accessories and manufacturer information will put all of the relevant information at the prospect's fingertips without overwhelming.

1. Display awards and verifications.
   Show any awards, verifications and recognitions for the quality or your Web site or products and services. This will enhance your credibility and build consumer confidence.

The bottom line: Support sales with quality content online. Sales hype and pushy marketing turn Web users away-it's not what they're looking for. Let the content speak for itself. Make copy concise and informative and present it in a style that suits the Web.