Journal
Reading the drop between a product page and the cart
We walked a knitwear product page that looked generous: six photos, a long care paragraph, a size chart buried under 'details'. On a mid-size phone the chart required three taps. The first photo was a cropped neckline; the back of the pullover never appeared.
Cart adds from that SKU lagged sibling styles that showed a rear hem in the second frame. Returns notes (shared without customer names) mentioned 'shorter than expected' more than 'wrong color'.
The merchandising change was unglamorous. Move the chart above the fold on small screens. Put the rear hem in slot two. Cut the care paragraph in half and keep fiber content in the first sentence.
We did not recommend a new homepage. The listing already sent enough people to the page. The page failed to answer the two questions a knitwear buyer actually asks with a thumb.