Steve Krug’s book, “Don’t Make Me Think,” is considered essential reading in user-interface design. Krug argues that questions like “Where do I click?” or “What does this mean?” disrupt the shopping experience. Each query distracts users from their goal, turning a straightforward purchase into a problem-solving session.
These questions build up, and every moment spent deciphering an interface reduces the desire to buy. Krug compares this to a reservoir of goodwill that empties with each uncertainty. Once it’s gone, shoppers are likely to leave.
A frequent issue involves quantities and prices, including shipping costs. However, subtle visual or written cues can resolve these doubts. For example, Gush labels its pack sizes by occasion, “With a Friend,” “With the Crew,” and “For the Party”, in addition to showing the number of pouches. This method lets shoppers focus on the type of event they’re planning rather than calculating quantities.
Waju ensures clarity on its product page by explicitly stating that the quantity refers to cases, not individual cans. A line explaining the number of cans per case and a standout white background for the quantity field remove confusion.
Read Also: Google Adds Image Filter to Search Console Aiding Ecommerce Discovery
Blueland takes a different approach by framing its product in terms of daily usage. The name “1 Year of Bathroom Cleaner” describes the outcome rather than the contents, making it easier for shoppers to understand the value.
The Farmer’s Dog simplifies the amount-to-order question with three visual portions, each showing a bowl to illustrate the quantity of dog food. The price is listed per day, matching how most dog owners think about cost. A clarifying sentence, “Contains two weeks of food”, ensures shoppers don’t need to convert grams or boxes.
For bundled products, clearly list the contents. If you sell in cases, packs, or kits, include the count next to the selector, for example, “1 case (12 cans).” Avoid making shoppers search for this information in dropdowns or descriptions.
