Makeiteasytochoose.
People buy when they feel sure. Most products leave them unsure, and unsure people wait, compare elsewhere or leave.
Four ways this moment breaks.
Pages list features, not fit
Customers want to know whether it works for them. A list of specifications does not tell them.
No easy comparison
People open five tabs and lose track. Many give up instead of deciding.
Too many options at once
A wall of similar choices makes people postpone the decision.
The usual doubts go unanswered
Size, compatibility, delivery and returns are the questions people ask before buying. If the page is silent, they leave to find the answers.
People buy when they feel sure. Our job is to remove their doubts, not to pile on more information.
How we find the cause.
List the doubts
We gather the questions customers ask before buying.
Check the page
We see whether each question is answered where it comes up.
Test the choice
We watch people choose between two options, and note what helps.
When it is fixed.
Where we start.
Customers keep asking whether a laptop bag fits their laptop before they buy.
- What we would look at
- The questions reaching support, and the product pages that cause them.
- What we would do
- Add a simple fit check to the page, and answer size questions where they arise.
- What would change
- Fewer questions before purchase, and fewer returns for the wrong size.