Your Shopper’s Brain Is Tired

Decision friction on your product pages is stealing revenue, one stalled shopper at a time.

Ever watched a user freeze mid-scroll on a product page?

Not bouncing. Not clicking. Just… stuck.

That’s not disinterest.

That’s decision fatigue.

The page might look clean. The price might be fair.

But something isn’t clicking and it’s not the shopper’s fault.

Decision fatigue isn’t loud.

It whispers.

It shows up in:

• Scroll → pause → scroll again

• Back-and-forth loops between the PDP and the collection page

• Accordion sections opened and closed without interaction

• Users hovering near the add-to-cart button, but never clicking

When this behavior stacks up, it tells you something:

The real friction isn’t always visual.

We’ve seen clients obsess over CTA copy, images, and layouts.

But the friction that kills conversion often lives one layer deeper:

🧠 Cognitive load.

The shopper is forced to:

• Hunt for basic info (“What’s the size again?”)

• Mentally calculate price per item in a bundle

• Guess what “best seller” even means in this context

• Compare without a clear way to compare

• Decode overly clever copy just to understand the offer

Even subtle friction like this builds up.

And when mental effort outweighs motivation?

They leave.

Fixing Decision Fatigue

Here’s where to start:

1. Watch your recordings

You’ll start seeing the hesitation. The looping. The false starts.

2. Ask better questions

“What’s missing from this page that would make the decision obvious?”

3. Simplify without dumbing down

Clarity doesn’t mean boring. It means kind. It respects the user’s time and attention.

4. Reduce the number of clicks required to feel confident

Confidence is the real currency of conversion.

Your shopper wants to buy.

Make the value obvious. Make the path simple.

And get out of their way.

Looking forward,

Brian

P.S. Curious if your product page is overwhelming instead of converting? Let’s talk.