The usual path is to go from “what” to “how” to “why” in retail: What is it? How does it work. Why is it better? (or “why should I buy this?”) Worst Practice Screenshot showing a pair of glasses What the worst practice does wrong. No story that guides the user through understanding the value of the product Best Practices One good example is Allbirds. Screenshot showing an ecommerce product page Another good one is Warby Parker. Screenshot showing a product page What the best practices do right: Follow a clear order that’s easy to understand Concentrates on story elements (no fluff) In the best practice examples
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The story and structure provide the product page a certain flow. Whereas in the worst practice examples the other flows are harder to comprehend and can potentially decrease the purchase rate. If a product page started in reverse order, with the “why should I buy this?”, users would seek to understand “what is this product” first and therefore not be as receptive to the “why.” SPECS Specs, or “technical specifications,” can be a deal breaker for products where size is crucial (think: clothes, furniture, etc.). Users are not inclined to buy without knowing the proper dimensions and technical compatibility.
Therefore, you should make it as easy as possible to quickly comprehend the most important facts and help users make that decision. Worst Practice Screenshot showing an ecommerce product What the worst practice does wrong: Unformatted text. Images are hard to find and of low quality. Hard to put numbers in perspective. Best Practice Screenshot showing specs for an ecommerce product What the best practice does right: Visual presentation of most important specs. Easy to comprehend by formatting specs with a table. SOCIAL PROOF & CUSTOMER SERVICE A study by Qubit titled