Update to Ecommerce Skills

{
  "description": "Use when reviewing, auditing, or designing a product page, landing page, or offer page for an online store — e.g. \"audit my product page\", \"look at this landing page and tell me what's wrong\", \"why isn't this page converting\", \"how should I show variants / sold-out options / the price\", \"should I show how many people viewed this\", or a URL/screenshot of a page that sells one thing.",
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      "relative_path": "reference.md",
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  "name": "product-page",
  "skill_md_contents": "---\nname: product-page\ndescription: Use when reviewing, auditing, or designing a product page, landing page, or offer page for an online store — e.g. \"audit my product page\", \"look at this landing page and tell me what's wrong\", \"why isn't this page converting\", \"how should I show variants / sold-out options / the price\", \"should I show how many people viewed this\", or a URL/screenshot of a page that sells one thing.\n---\n\n# Product page\n\nAudit a product page against peer-reviewed findings and return prioritized changes with expected effects. Layout, counts, and choice structure make a product feel wanted and worth the price before the copy does.\n\n## When to use\n\n- A user shares a product page (URL, screenshot, or description) and asks what to change\n- Designing a new product page template, or deciding how to show variants, stock, social proof, CTAs, or price\n\n## When not to use\n\n- A cart, checkout, or payment form → `checkout-ux`\n- Writing the description → `product-copy`; briefing photos/video → `product-visuals`\n- Discount framing → `discounts`; setting the price → `pricing`\n\n## Inputs\n\nCollect, or state your assumption:\n\n- The page: URL (fetch it), screenshot, or element-by-element description\n- Product and price; whether it is naturally bought in multiple units (consumables, cans, candles)\n- Number of options and how many are sold out\n- View and purchase counts and the views-to-purchase rate, if tracked\n- Company size\n\n> **Classify the product first.** *Hedonic* = bought for enjoyment, pleasure, or the experience (chocolate, fashion, decor, travel, spa, perfume). *Utilitarian* = bought to do a job, judged on function and value (detergent, appliances, insect repellent, tools, accounting software). If it's mixed, decide by what the buyer is optimizing for at the moment of purchase.\n\n## Procedure\n\n1. **Social proof numbers.** Show a view or purchase count (purchase intent up to ~58% higher). Views while the numbers are small; once views run into the thousands (e.g. 15,600), switch to the purchase count, because large view counts are hard to process. If views→purchases ≥ 5%, show both. Change what the badge counts; don't remove it.\n2. **Sold-out options.** Visible and marked sold out (sales up to 31% higher — measured among shoppers who hadn't settled on a specific option). Keep the sold-out share at 10–30%; above that, hide some or restock.\n3. **Quantity CTAs.** Multi-unit product → Buy 1 / Buy 2 / Buy 5 buttons instead of \"Add to cart\" (+14% conversion average, sales up to +28%). Start with three; test quantities.\n4. **Choice partitioning.** More than a handful of options → steps of 2–5 similar options, technical before aesthetic, big decisions first. If one attribute alone has more than 5 values (8 colors), group them by similarity (warm / cool / neutral) and let people pick the group first. Never one grid of every combination.\n5. **Add-on pricing.** Rounded prices with the same ending as the base ($22 → $32), or a flat rate.\n6. **Price position.** Below the product image (reads ~9% lower; store sales +35.2%).\n7. **Copy (depth in `product-copy`).** Three claims max; best features only; intuitive units; plain language; science wording only if utilitarian. †\n8. **Visuals (depth in `product-visuals`).** Hedonic → video; models look away; first-person hand touching the product; a shine; graspable product toward the right; products spaced apart; complementary props.\n9. **Trust.** Small business → say so (unless high-tech). Extraordinary warranty when the category is known but the brand isn't.\n\nRank by expected effect × distance from the rule. Cart and payment-step issues are out of scope here; Depth: `checkout-ux`.\n\n## Output\n\n| # | Issue | Change | Measured effect (study context) | Source |\n|---|---|---|---|---|\n| 1 | Single \"Add to cart\" on a multi-unit product | Buy 1 / 2 / 5 buttons | +14% conversion | Duke & Amir 2023 |\n\nClose with what the page already does right.\n\n## Common mistakes\n\n- Deleting a large view count because it \"looks fake\" — switch it to purchases.\n- Greying out sold-out options only for email capture — the point is the quality signal; watch the 30% ceiling.\n- Splitting a variant grid but leaving 8+ options in one step — 2–5 per step.\n- Ranking price position last as cosmetic — it moves perceived price and sales.\n\n## Quick reference\n\n| Check | Rule |\n|---|---|\n| Social proof | Views while small → purchases once views hit thousands; both if ≥ 5% conversion |\n| Sold-out | Show, marked; 10–30% of options |\n| CTA | Quantity buttons for multi-unit products |\n| Options | Steps of 2–5; big decisions first |\n| Add-ons | Rounded, same ending, or flat rate |\n| Price | Below the product |\n| Claims | Three, best only |\n| Media | Video if hedonic; hand, gaze away, shine, spacing |\n\n† No primary citation on file for this rule — a practitioner tip, not a measured finding.\n\nEvidence and effect sizes: see [reference.md](reference.md).\n"
}