How your Product Page links to Delivery Success … and Customer Satisfaction

The Product Page information is inextricably linked to how satisfied your customer is when they open the parcel or package.

Below are some guidelines as to how Product Page information and the associated delivery and returns information will help your customer to buy the product and to keep the product when it arrives.

Accurately describe the product

Even though some of y our customers may be “showrooming” before they purchase, you cannot rely on this happening. An accurate representation of the product is essential and will also reduce your overall fulfilment and returns costs .

Product Description

Customers need to be clear as to exactly what they are getting and the quality of the product before they get it.


Always provide clear pictures of the product – with additional views of the product from different angles. For products with labels – such as grocery or health and beauty products, make sure that there is a clear indication of what the back label looks like or a transference of the information on the back of the package. Provide zoom functionality so that the customer can zoom into different parts of the product to see greater levels of details.

A video of the product in use will bring it alive. ASOS uses this for great effect with video to showcase product on the catwalk, where they even describe the height of the model so the customer can get a better idea of how an item may look on them.

Technical specification

Provide all of the relevant statistics or the technical specification for the product and make sure that they are correct.  Technical information, such as weight, dimensions (both packed and unpacked), what the product is made of, whether it requires assembly, or what other products can be integrated  are all key factors in a customer’s buying decision.

Inaccurate or incomplete data may not only affect the Product Page but will also be used by your warehouse or fulfilment centre.

Incorrect or in accurate weights and dimensions will affect the ability for your carriers to successfully delivery your product and the ultimate cost. This is particularly evident where your warehouse or fulfilment centre is using automated carrier allocation rules to choose carriers. Transposing or erroneously changing units of measure (e.g. 3 metres to 3 cms or 75 kg to 75 g) ) will mean that products may be accidentally despatched and shipped using the wrong carrier. Carriers will try to deliver these products if they are accepted from your fulfilment point, but a surcharge will be levied to your carrier account.  You will be surprised how often this happens !


Promote product variations clearly

Make the customer aware of product variations (style, colour, size, material, etc) and make it easy for them to view the selection from the Product Page. Your customers may be prepared to order the product that is similar to what they want but this may not result in a satisfied customer when the product arrives.

Make delivery options and delivery charges clear on the Product Page

Make your customer aware of the delivery options and the delivery charge on the Product Page. Customer surprise at delivery charges is one of the major causes of basket abandonment during order check-out.

Where possible offer the customer a choice of when they want delivery to occur, by offering a delivery day of choice or a nominated timeslot during the day

Ensure your carriers can reliably deliver within the delivery promise that you have made to your customer. (LINK TO PAGE) There has been much press and commentary on Twitter (just check for one carrier) about certain carriers and couriers in the market not delivering on time.

For international delivery, make it clear to the customer as to what additional charges (such as duty or customers charges) will be payable on arrival in their country. Or whether your delivery charges include this.

Advertise your returns policy to the customer and reap the dividends

Forget the suspicions that your customer is trying to cheat you, when they return the item. Handling customer returns is a core part of your business and is a key factor in the customer’s buying decision.

Make sure that you have clear guide as to how long your returns period is and what the customer needs to do to ensure that they get a full refund and the timeline for getting a full refund.

In the UK, Distance Selling Regulations make it mandatory (with few exceptions ) for businesses to handle an ‘order cancellation’ up to 8 working days from order receipt by the customer. And this order cancellation period will be required to be at least 14 days from June 2014.

Retailers like Amazon, ASOS and  John Lewis use returns to their advantage to provide their customers with reassurance that they will put the situation right, if the product it is not suitable, ASAP.

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Hi, I am the Founder and Editor-In-Chief of
I launched to share the fruits of my experience designing order management, fulfilment, home delivery and customer service systems and processes for ecommerce retailers.

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