- Total price and shipping cost next to the price. Extra costs are the most common reason for abandonment (40%, Baymard Institute).
- Delivery time in days, and the returns policy in one sentence.
- Answers to the product's common questions that reach the shopper without scrolling.
- An easy buy button on phones, no windows covering the page, and a fast page.
Price and total cost
- The price is visible above the fold, on phones too.
- The shipping cost, or the free-shipping threshold, is written next to the price.
- No surprises at checkout: taxes and fees are mentioned on the product page.
Why: extra costs that are too high are the most common reason US shoppers abandon checkout (40%), and 12% left because they couldn't see the total cost up front. Source: Baymard Institute.
Shipping and delivery time
- Delivery time is written in days, not in words like soon.
- The options, standard and express, and the price of each.
Why: 20% of the shoppers who abandoned said delivery was too slow. Source: Baymard Institute.
Returns and trust
- The returns policy in one sentence, one tap from the buy button.
- Payment methods and secure-payment marks are visible.
- Reviews from real buyers, next to the product.
Why: 19% didn't trust the site with their card details, and 13% abandoned over an unsatisfying returns policy. Source: Baymard Institute.
Product information
- Photos from several angles, and a photo or video of the product in use.
- Dimensions, a size chart or compatibility, depending on the product.
- What's in it, what it is made of, and how to care for it.
Answers to the common questions
- An FAQ about this product, not the whole store.
- Short answers, with exact numbers, and only what your policy says.
- A way to reach the answer without scrolling: next to the buy button, or at the moment the shopper hesitates.
What to write in them: product page FAQ. And how to spot a hesitating shopper: hesitant shoppers.
Phones and speed
- The buy button is easy to reach with a thumb, even after scrolling.
- No window covers the whole page. Google recommends banners that take up only a small fraction of the screen.
- The page is fast: Google says the largest content should appear within 2.5 seconds.
Sources: Google's guidance on intrusive dialogs, Google's Core Web Vitals.
Measure
- How many page visitors add to cart, and how many of them reach checkout.
- Which questions shoppers tap, and after which answers they buy.
- Change one thing at a time, and check again after a week or two.
Where BOOX helps
BOOX takes care of the answers section: it writes three questions and answers for each product from your page and policies, shows them when the shopper hesitates, and shows in your data which answers led to a purchase. How BOOX works
More on this: Popups, SEO and speed, Traffic but no sales.