Product pages: the questions we get asked most

Every audit we run turns up some version of this. The questions about product pages that come up most often on our calls.

In e-commerce every friction point has a price attached, and the arithmetic is unusually easy to check. The teams that stay on top of it are the ones who put it on a calendar rather than a wish list.

Do we need to care about this?

Answer the questions that stop someone buying. It is worth being explicit about, because assumptions differ quietly. If two people in the business would answer this differently, that gap is the actual problem.

Can it wait until after launch?

Occasionally. More often the post-launch version costs several times the pre-launch one. There is a version of this that is over-engineered, and it is worth avoiding.

How do we know it is working?

Stock, delivery, and returns belong above the fold. The teams that handle this well are rarely the ones with the biggest budgets. The teams that stay on top of it are the ones who put it on a calendar rather than a wish list.

In practice

Small percentage changes matter here because they apply to every order, every month. Three things worth confirming about product pages before you move on:

• Someone can say what the current setup is without going to look
• Stock, delivery, and returns belong above the fold — and you know whether that is true here
• There is a way to tell whether the last change to this helped

If any of that sounds like a description of your current setup, it is fixable.