Yellow or Blue Dress: How a Product Page Can Impact the Customer Experience

Abstract

As the pandemic has forced a positive digital transformation making online purchases a part of everyday life, eCommerce has seen a booming explosion of usage and sales. Where product information plays a key aspect in the online purchase experience and is one of the many steps to fulfill the jobs to be done by a potential customer.

Although critical problems have also arisen at alarming rates, these include poor or nonexistent Customer Service, lack of purchase support, or product pages lacking information quality, to name a few. For this paper, our study subject will be product detail pages as they are one of the most important steps in a customer's journey. They do not only deliver key information about the product but also make sure that a customer is purchasing in an informed way. Poor or weak product pages not only cause confusion, but also high bouncing rates, and lastly no sales, which in the online world can have a high negative impact.

In this study case, we will present our theoretical background and compare different product pages from Chile’s biggest retailers’ eCommerce websites to propose a checklist whose main objective is to assure content quality on a product page. Our objective is to gather insights regarding its value for non-designers and stakeholders closer to the decision-making of product design in online retail.