Overcoming Buyer’s Hesitation with Additional Product Information

Posted on February 10, 2011 by Asi Erenberg

Predicting user requirements and properly addressing them is one of the more crucial goals in a Product Detail Page.

We see many attempts to fulfill users’ needs by means of Q&A pages for example, or more focused information attachments to specific products. Also, the application of “Inside Information” the store gathers from its shoppers’ habits, is another creative way to help shoppers make the purchasing decision. Already widely used are features like “best-seller” and “people who bought…”, but I came across the following:

Product Support History

HomeFurnitureShowroom.com allow their customers to view the frequency of product return.

While not revealing any specific number, this intuitive scale gives shoppers a general indication of the rate that people have returned the product in the past. Something like that can help remove hesitation and eventually make a difference between a purchase and a non-purchase. (The data can be automatically generated by synchronizing the page with the RMA record).

Think of a scenario in a physical store, a slight remark by the vendor or something written on the product’s package can make that difference, and the same applies for e-commerce. Of course, the product support history can be more effective for some products and less for others.

Ultimately, the product detail page should simulate all aspects of shoppers’ encounters. The more relevantly informed shoppers are, the better and easier purchasing decisions they will make, thereby increasing your profit and decreasing any post-purchase service issues you will need to handle.