Update to Ecommerce Skills

{
  "description": "Use when reviewing an online store as a whole — homepage, category pages, channel mix, or trust — e.g. \"review my store\", \"audit my homepage\", \"Instagram or Google Ads?\", \"should we say we're a small team\", \"how should we label recommendations\", \"carousel or grid\", \"how do we look more trustworthy\", \"should we sell on Amazon too\". For one product page, use product-page; for cart or checkout, use checkout-ux.",
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      "relative_path": "reference.md",
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  "name": "store-audit",
  "skill_md_contents": "---\nname: store-audit\ndescription: Use when reviewing an online store as a whole — homepage, category pages, channel mix, or trust — e.g. \"review my store\", \"audit my homepage\", \"Instagram or Google Ads?\", \"should we say we're a small team\", \"how should we label recommendations\", \"carousel or grid\", \"how do we look more trustworthy\", \"should we sell on Amazon too\". For one product page, use product-page; for cart or checkout, use checkout-ux.\n---\n\n# Store audit\n\nMake the site-wide calls that depend on what you sell and what kind of company you are. Most follow from one classification, so classify first.\n\n## When to use\n\n- Where marketing budget goes (social, search, comparison sites, marketplaces)\n- Homepage/category layout, carousels, recommendation labels, visual style\n- Which trust signals to show\n- Whether to list on a marketplace\n\n## When not to use\n\n- A single product page → `product-page`\n- A cart, checkout, or payment form → `checkout-ux`\n- Shipping, returns, loyalty, retargeting → `post-purchase`\n- Prices or discounts → `pricing` / `discounts`\n\n## Inputs\n\nCollect, or state your assumption:\n\n- The product and who buys it (for the classification)\n- Company size and whether the product is high-tech\n- Current channel mix, homepage layout, recommendation label\n- Gross margin; any verifiable sustainability practice; marketplace presence\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. **Channels by product type.** Hedonic → social media and your own product pages; the journey is impulsive and starts on social. Utilitarian → search ads, comparison sites, third-party reviews, deal sites; the buyer compares for value.\n2. **Recommendation labels.** Utilitarian → algorithm-based label (\"Recommended based on your browsing\"). Hedonic → human label (\"Our expert's pick\"). Keep the module; change the label.\n3. **Layout direction.** Horizontal (carousel) makes people weigh quality and the primary feature — 26% more chose the pricier, higher-quality laptop. Vertical (scroll) makes them price-sensitive. Horizontal where quality should win, vertical where you compete on price.\n4. **Visual style.** Structured (straight lines, symmetry, geometry) reads reliable; unstructured (rounded, incomplete, unpredictable) reads fun. Match the brand: matched perfume ads got 39% more clicks. †\n5. **Cost transparency.** If margin ≤ ~55%, show a per-product cost breakdown (materials, labor, shipping, packaging, development); group beyond ~8 categories. Sales were 22% higher for a $115 wallet with one.\n6. **Company size.** Small, low-tech → say so prominently; buyers infer motivated staff and better quality. Small, high-tech → show R&D effort. Large, low-tech → show employee passion.\n7. **Warranty.** Offer one far longer than the category norm (10-year hoodie): 34.8% more bought. Best for buyers who know the category but not your brand. For consumables, the equivalent is an unusually strong effectiveness or satisfaction guarantee (untested, same mechanism).\n8. **Sustainability.** If real, state it on product and packaging: 6.4% higher revenue across 10 million grocery sales, and people enjoy the product more when they know. Small businesses gain most. †\n9. **Marketplaces.** If unknown, list on a major marketplace: 1 in 71 marketplace sales creates a direct customer; acquisition cost averages 24% of revenue vs 30–100% direct. Give a reason to switch, within marketplace rules.\n\n## Output\n\nTable: priority, area, recommendation, rule + number. Then what to leave alone, and why.\n\n## Common mistakes\n\n- Removing an \"algorithm\" label as fake — for utilitarian products it outperforms; for hedonic, relabel as human.\n- Calling carousels weak in general — direction sets whether quality or price wins.\n- Choosing search over social on intent alone — the rule is product type; hedonic starts on social.\n- Hiding that you're small — for low-tech products it raises perceived quality.\n- Hiding costs to protect margin — the effect holds to 55%.\n\n## Quick reference\n\n| Situation | Do |\n|---|---|\n| Hedonic | Social + product pages; human-labeled recs |\n| Utilitarian | Search, comparison, review, deal sites; algorithm-labeled recs |\n| Quality should win / price should win | Horizontal / vertical layout |\n| Margin ≤ 55% | Cost breakdown, ≤ 8 categories |\n| Small, low-tech / small, high-tech | Say you're small / show R&D |\n| Unknown brand | Extraordinary warranty; marketplace listing |\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"
}