As much information as possible, whether that specific information is about sizing or about the model’s physical appearance or dimensions, and then, yeah, just making sure that we have enough information as possible to make an informed decision with confidence that we are not going to have to waste our own time with contacting customer service and returns and stuff like that.
Especially in clothing, it’s hard to convince some people to step away from the need to shop in person and move onto online, so trying to replicate that experience as much as possible.
Cameron, DC
Everyone shops for clothing online. One report estimated that 46% of retail sales for clothing happened online. That is more than I expected, but in the pandemic, online shopping just about the only way to shop for many. So that makes sense.
What doesn’t make sense is that Cameron couldn’t find adequate sizing information about a jacket on the Ted Baker website. And that is not a small brand, or a new one. You’d think they would be on top of it.
But it’s not only in clothing. It’s a problem in almost all online stores. Most ecommerce brands are so concerned with the presentation of their website that they don’t give enough attention to the individual products - to making sure customers have enough information as possible to make an informed decision with confidence.
You get thin product descriptions and a tab for basic dimensions. The clickable Shipping and Returns. Possibly some lifestyle photos below. A section for reviews… the classics.
But rarely do we come across a product page that makes us go yes, I want that now!
A business revolves around its products, but in ecommerce, its as if we treat product pages as a afterthought. We fill in the obligatory fields in the admin, click publish, and then straight to Canva to make an ad for Instagram.