Here is a quick example of an intuitive product detail page I recently saw on my favorite online shop, Backcountry.com. We have often heard the phrase “Don’t Make Me Think!” This is an example of that in action.
The product page does an excellent job in removing any pre-purchase cognitive dissonance by addressing any questions a shopper might have. The item is in stock, shipping is free (and fast), customers have rated it with 5 out of 5 stars. If the visitor is still not convinced, there is a Q&A link to ask questions. If ordering online is the problem, the toll free number or chat offer alternative ways to conversion. I particularly like the combined drop down size and color selector. This selector shows only the available combinations and when a different color is clicked, the product photo adjusts accordingly. Nothing special, but it is a simple example of “Don’t make me think” in action. Below the fold, the individual customer reviews are listed as well as technical information and related items. These are all important but could distract many visitors from the purchase process. The placement, in this case, works well.
The product page is full of information but presents it in such a way as not to overload the visitor. By de-cluttering the page while keeping in mind that each visitor is at a different stage in the purchase process, this product detail page addresses the major issues a consumer might have about buying a $600 jacket!
Now, if only Backcountry could address MY concern. The price tag!
