While interviewing participants about online shopping habits, regardless of the product, the same issues appear:
- I don’t know if it’s true to size
- Will this fit?
- Is this item good quality?
- Will it be as pictured?
- What is it made of?
These are the questions that determine whether or not they will make a purchase. Many customers, if they do not get satisfactory answers to these questions, will choose to either locate the item in stores or simply purchase something else from a competitor.
When customers are researching products online, they’re trying to understand what the product would look like in person. There are a variety of ways they currently expect companies to help them do this, but their main research method is customer reviews. They’re looking for information about the quality, the fit, the size, the accuracy of the photos, etc. They’re also looking to see if the reviewer is someone like them. In our research, we’ve found that some users really value a reviewer profile with some demographic details (i.e. age, location, style, size, etc.). Users also appreciate retailer efforts to aggregate some of this information, like the size charts Nordstrom and Amazon use.
Recently, retailers have started providing customers with some of this information on their own, like the features and fit. The most critical element of any website trying to sell tangible products is a good zoom feature. If someone is looking to buy clothes, shoes, or furniture, they want to get an up close view. They may want to buy it online, but they’re looking for the feeling of seeing it in person. The more they can see of the item, the more likely they will be to purchase it online. Some websites, like Saks Fifth Avenue and West Elm, have videos of the products available for purchase that show the product ‘in motion’. Customers find this to be very helpful.
When trying to better understand fit, customers are looking to retailers for support. Some users have mentioned that they find it helpful when the site tells them the height of the model and the size he / she is wearing. Others use services like Fit Predictor, available at Saks Fifth Avenue and other department stores. This uses your size in brands you have purchased to determine your size in other brands and different items. The FitPredictor predicts the right size for you based on what size you wear for other brands. For example, if you wear a size 8 jean from The Gap, then the FitPredictor will predict the correct size jean in the brand you're shopping.
Companies should think about the fundamental product questions their users have when determining which features to include on the product page. Will these features help users make a purchase decision by addressing common issues such as quality, fit, size, color, etc.? While much of the initial decision about an item is visual and focused on whether it fits a shoppers personal style, the final decision is based on whether customers believe they have a full understanding of how that item will fit into their lives.