E-commerce Insights: 19 Ways to Suppress Online Sales

6. Embrace jargon. “Labeling” is an important concept in Web site usability. For key product descriptors on your site, simply repurpose the language found on your receiving department’s invoices. Manufacturer model numbers, such as MA107LLA, are precise and unambiguous. Consumer slang such as “black iPod nano” could mean just about anything. So why bother trying to match it?