Overcome Online Buying Anxiety With Compelling Product Information

Online shoppers are savvy. Before committing to a purchase, they want reassurance, clarity, and details, and they want it fast. Research from WebCollage's 2007 Survey of Online Consumer Product

Research Habits found that 91% of shoppers consider product information as “important” or “very important” in their decision to buy. But it's not just about having the information available – it’s the quality that counts.

If your site doesn’t answer their questions, they’ll find one that does – usually your competitor’s.

Get the Basics Right

Good product content starts with the fundamentals:

• Keep it current – outdated specs or discontinued items destroy credibility

• Present information clearly – use short paragraphs or bullet points

• Avoid technical jargon – speak in plain, everyday language

• Include essential specs – model numbers, size options, colours, compatibility

• Use high-quality images – sharp visuals improve buyer confidenceAlt text example: product-multiple-angles-image

These basics mirror what you'd expect in a quality printed brochure. The digital version just needs to go one step further.

Enhance with Trust-Building Website Features

Modern ecommerce websites need more than just clean copy and a decent image. Consider integrating:

Customer Reviews & Ratings

People trust other buyers more than marketers. Use simple visual rating systems (like stars or feature rankings) and genuine customer testimonials. Look at reviews on competitor sites to understand what matters most to your buyers.

Independent Reviews

Accredited or third-party endorsements add real authority to your product descriptions and help calm buyer hesitation.

Live Inventory Updates

Let visitors know whether the item is in stock and how long it will take to ship. Uncertainty here is a common cause of abandoned carts.

Clear Delivery Info

List your delivery times and costs upfront. Hidden costs at checkout are one of the biggest conversion killers.

Images That Inform and Inspire

Images do more than decorate. Use them to:

• Show multiple angles

• Include zoom functionality

• Place the product in context – e.g. lifestyle shots

• Highlight size comparisons or practical usage

Think: "Can this image help answer a question the buyer hasn’t asked yet?"

Video: The Virtual Salesperson

Video content bridges the gap left by the lack of a physical sales team. Use it to:

• Demonstrate product usage

• Explain features and benefits

• Offer maintenance or setup guides

• Introduce compatible accessories

Even a 30-second video can significantly boost conversions and time-on-page.

FAQ Sections and Live Chat

Don’t wait for users to abandon their carts. Proactively answer their questions:

• Use an FAQ section on every product page to cover common concerns

• Provide real-time support through live chat or messaging widgets

Customers are more likely to complete a purchase when they feel supported at every step.

Final Word

Buying online is not the same as buying in-store. Without the ability to touch a product or talk to a salesperson, online buyers need more information and reassurance. If your product pages can address every potential question or concern, you're not just selling – you're building trust.

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Disclaimer:

The information provided in this article is general in nature and does not constitute personal financial, legal or tax advice. While every effort has been made to ensure the accuracy of this content at the time of publication, tax laws and regulations may change, and individual circumstances vary. Dolman Bateman accepts no responsibility or liability for any loss or damage incurred as a result of acting on or relying upon any of the information contained herein. You should seek professional advice tailored to your specific situation before making any financial or tax decision.