Last month I looked at some problems with selling your products online and some distinct differences between shopping in a store and shopping online. This month I will be looking at the actual medium of the computer screen and how it used and the impact this has on your catalogue.

Things to consider:

. Logical Organisation
A well-presented contents page that lists your categories in an easy-to-understand, navigable manner will give your users a good starting point. Use subcategories where you have many products to assist the viewer jump directly to what they are looking for

. Use of Graphics
Use high-quality, fast-loading thumbnails which, when the user clicks on them, appear in a more detailed popup window. When you can't replicate the particular 'feel' of your shop or business via sound, smell or touch, the visual impact of your products will be one of the keys to your success of your store or catalogue

. Product Descriptions
Avoid forcing readers to scroll or click through extra pages in order to get essential product information. You want them to be able to understand all they need to know at a glance

. Search Facilities
A decent search facility is essential to any online store. Allow your users to search by any parameter they could conceivably imagine - and let them to click through easily from the results listing to view information on each product.

Support your Catalog

There's a literally unlimited range of other techniques that you can employ to complement your efforts in your online catalogue:

. Offer samples and guarantees - Shoppers need reassurance that they're not going to get something they don't want

. Cater to different information needs - If you can't fit everything you on one page provide more detailed information in a printable fact sheet, popup or alternate page

. Facilitate return visits - via bookmark options or wish lists

. Make printing from your website easy

. Make it easy for shoppers to contact you

. Use language that suits your target market

And remember: your online catalogue is the point at which all your targeting and promotional efforts will succeed or fail. It's worth the effort to get it right!

On a final note - think about the online stores that you regularly use and what you like and don't like about them. A well planned and laid out catalogue,  can contain all the best features of the larger ecommerce stores and doesn't have to break the business budget!