The importance of the ‘Next Page’ button
Naturally, there are many differences in shopping online versus shopping in a store. If you are shopping for clothes in a store, you can feel the texture of the fabric, you can see what colors match a specific pair of pants, and you can also see more than 10 shirts at once. It’s this last point I want to highlight now. Take the following picture for example. This is a screenshot taken from a car dealership, showing what models they have available at their location.
At first glance, it looks like they only have 4 cars available which meet a certain set of requirements. Turns out, there were actually 12 cars available! The trick is noticing the “More >” button to access the other 2 pages of results. When you think about how many car dealerships there are, all selling essentially the same product, you get a feel for how much revenue that little “More >” link is really affecting. Now consider the search results for the national department store chain, Kohls.com. When you do a broad search on a keyword like “Levi” they provide a clear set of categories and a visible ‘more…’ button to access additional products in each category. As the visitor’s eye’s track from left to right, top to bottom, the More button is in the perfect place.
