Case Study: How Can You Help Customers Find the Information They Want?

Before committing to buying furniture on this retailer’s website, their visitors had a variety of questions regarding size, material, specifications, usage, delivery, etc. that needed answering.

Even though the PDP had the answers to consumers’ questions, users never found them as they were buried in the product description. This was identified through customer surveys and user lab sessions, where users were seen struggling to find product information. ​

Hypothesis and Psychological Technique Applied

We realised that the information needed to be made more accessible and easier to read. We believed that breaking the copy up into sections will make it easier for users to find the information they are looking for.

​We applied the principles of Simplicity and Visual Fluency to the PDP to make it easier for visitors to find answers to their questions, and thereby help persuade them to buy the product they are interested in.

Experiment

For an initial segment of products, we rewrote the PDP body copy and segmented it into sections applicable to the questions the consumers were asking.

Optimising product description

Control

Optimising product description

Variation

Results

From the observed data, we were able to see that the Variation showed a high probability of being better than the Control.

Learnings

Buying furniture is a considered rather than an impulse purchase, and customers have questions that need answering before they commit to buying. If customers cannot find the information on your website, they will believe you don’t have it.

Often, consumers don’t read, they scan. By placing the information in a manner that allows them to find what they want quickly and easily, we would be allowing them to continue their scent trail.

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