Easy to use · Product pages
Choosing a size or colour is confusing
Confusing options lead to wrong orders, returns and people giving up before they buy.
- Applies to
- product pages
- Typical severity
- medium
- Effect on conversions
- high
- Effort to fix
- Takes some time
What to look for
Size, colour or variant options shown as a plain dropdown with no visible choices, unavailable options not marked, or no size guide for clothing or shoes.
What good looks like
Options are visible as buttons or swatches, unavailable ones are marked, and a size guide is linked where relevant.
How to fix it
Show sizes and colours as buttons, grey out ones that are sold out, and add a size guide link next to sizes.
Based on
- Product page usability research
Related checks
Your wordsShoppers can't find the product details they needShoppers can't pick up your product. If the page doesn't answer their questions, they may buy elsewhere.Your wordsShoppers can't see delivery cost or timingSurprise delivery costs are a common reason people give up at the checkout.Easy to useYour add to basket button is easy to missIf buying isn't the most obvious thing on the page, you're likely losing sales.
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