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Cram product pages with feature specs

The standard recommendation for product page design is that we should focus on descriptive text about products' benefits rather than feature specs. But observing people shopping on various sites, Cyd Harrel found that customers often need specifics first. They typically scroll past general copy in their search for very specific and deal-breaking details that they want to have confirmed before considering putting the product to their list of options.

Links:

Henrik Olsen - April 04, 2019

See also: Web page design (41)  E-commerce (28) 

 

COMMENTS

During a recent redesign process for one of our customers, the design company insisted that the product details had no place in the product list.

Luckily we were running A/B test of the old and new designs, so we managed to pursuade the design company, that the extreme difference in conversion rate (1.2% vs 3.5%) was due to missing information.

When they relented and, under protest, added the product detail, the new design suddenly outperformed the old one 4 to 3.

Tom Vonsild Jensen | June 21, 2019

 

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