Process
How to run a product listing study in 5 steps
Find out what shoppers came to the page to check
A five-step method for researching a product detail page from the shopper side. Recruit viewers, buyers and returners, learn what they believed on arrival, rebuild the list of things they wanted to confirm before showing the page, then show it and probe what they could not find, and finish with returners. The gap between their list and the page is the content backlog. Koji runs these as AI-moderated voice interviews at any hour.
Where this appears
What's in this process
- Recruit on behaviour, not outcome: Talk to viewers who did not buy, buyers, and buyers who returned the item.
- Get the arrival state first: What did they already believe about the product when they landed, and where did that come from?
- Reconstruct the check list: Ask what they were trying to confirm and what would have stopped them, before showing the page.
- Show the page and probe the gap: Ask what they looked for and could not find. The gap is your backlog.
- Close the loop with returners: Ask what they expected and which part of the listing set that expectation.
Use this image
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<a href="https://www.koji.so/visuals/product-listing-study-five-steps"><img src="https://www.koji.so/visuals/product-listing-study-five-steps/product-listing-study-five-steps.png" alt="Process with five steps for a product listing study: recruit on behaviour, get the arrival state, rebuild the check list, probe the gap, talk to returners." width="1200" height="739" /></a>
<p>Source: <a href="https://www.koji.so/visuals/product-listing-study-five-steps">How to run a product listing study in 5 steps</a>, Koji</p>
