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In the internet customers are left on their own, there is no sales person or manager who would tell them about the goods or services. Customers cannot take goods and study them carefully. But how then do they make decision? There are only two answers: A;) customer is already acquainted with the product, he/she likes it and wants to buy it; B) customer liked the information about the product and decided to buy it.
We will consider the second variant, when customer chooses some product only by description given at the site. Therefore, product description should show product to the best advantage and point at those features to which customer pays attention when visiting ordinary shop. When browsing through the web sites, customer sees pictures of goods and reads the descriptions; we can call the totality of this information "product card".
So, at the first stage you need to make a typical product card.