A clear offer helps shoppers decide whether a product is right for them. Start with specific product details, photos, the full price and accurate availability. Choose one problem shoppers often mention, fix it and check the results using your store’s data.
For example, if people ask whether a laptop will fit in a bag, add the compartment dimensions and a photo showing a laptop of the right size. Track the number of such questions and how the purchase rate changes. One successful period does not prove that the new photo alone increased sales.
What neuromarketing can explain about shopper choices
Neuromarketing studies people’s responses to products, prices and advertising using specialised methods. One of these is electroencephalography, or EEG: researchers record electrical activity in the brain while participants perform tasks. This does not let you read a shopper’s mind or choose a colour or scent guaranteed to make them buy.
The authors of a systematic review of EEG use in marketing research analysed 113 articles. They noted challenges in generalising the results and the need for clear research questions and well-designed experiments. The review concerns EEG specifically, so its conclusions cannot be applied to every method of brain research or to all shoppers.
In Baymard’s study of product pages, participants sometimes could not find the information they needed in photos or descriptions. Explanatory captions helped them understand certain product details. This is a reason to review your own product pages, but it is not a sales forecast for a Ukrainian store.
Find the questions that get in the way of choosing
For a week, ask sales staff to write down recurring questions. For an online store, review chat enquiries and messages about cancelled orders. Record the product, the question and the reason for declining, if the shopper gave one. For this task, summary notes without names or contact details are enough.
Group the notes by topic: size, material, what is included, price, delivery and availability. Start with a recurring question the store can answer accurately. Verify the answer against the product, packaging or manufacturer’s documentation.
- Instead of “roomy bag”, give the bag’s dimensions and the dimensions of its laptop compartment.
- Instead of “quality material”, state the material composition and care instructions that have been confirmed.
- Instead of “complete set”, list the items included in the price and name any extra accessories separately.
- Instead of a general “in stock”, check the required colour and size, and which store has the product available for collection.
Put the answer where shoppers make their choice: by the product on the shelf, next to the price or in the main product description online. Sales staff should use the same information.
Show the size, full price and differences
Add a photo of the product next to a familiar object or person to show its scale. For clothing, state the model’s height and the size they are wearing. For a bag, show what fits inside. This photo supplements the exact measurements. Check that the caption is readable on a phone.
Next to the price, explain what the shopper is paying for: one item, a pair, a set or a specified quantity. For delivery, give the cost or explain clearly how it is calculated. Disclose any additional charges before the order is confirmed; do not leave fees hidden.
If shoppers find it difficult to compare your range, prepare two or three genuinely different options for a specific need. For example, compare bags by size, number of compartments and price. Using the same order for product details makes comparison easier. Choose the number of options based on your range and shoppers’ questions: three products will not always be the best choice.
In advertising, show the real need the product meets, its size and the terms of purchase. Use genuine reviews and accurate availability information. Do not make up scarcity or collect health information or data to track people just to test an advert.
Test one change at a time
Decide exactly what you are changing and what result you expect. For example: “We’re adding the bag compartment dimensions; we’ll count questions about laptop compatibility and calculate the purchase rate.” If you change the photo, price and advertising at the same time, it will be harder to tell what each change contributed.
Compare periods of equal length that include the same days of the week. Keep the sales channel, product range and prices the same. Record promotions, out-of-stock periods and advertising changes. If conditions differed, take that into account before deciding.
Illustrative example: In the first period, the store made 80 sales from 1,000 visitors. The purchase rate is 80 ÷ 1,000 × 100% = 8%. In the second period, it made 100 sales from 1,000 visitors, or 10%. The difference is 2 percentage points.
Count visitors and purchases the same way in both periods. For a website, use its analytics data; for a physical store, keep a separate record of visits. Check returns, cancellations and product availability. Comparing two periods shows a difference, but does not by itself prove what caused it. If there is little data or conditions have changed significantly, continue monitoring.
Before offering a discount, calculate what remains from each sale
A discount changes the amount the store has available to cover fixed costs. Check it separately from changes to descriptions or photos.
Suppose a product costs 500 UAH, its cost of goods is 300 UAH, and other variable costs per unit sold are 50 UAH. That leaves 500 − 300 − 50 = 150 UAH. This is the contribution toward costs: the store still has to pay its fixed costs from it. It should not be called net profit.
After a 10% discount, the price is 450 UAH. With the same costs, 450 − 300 − 50 = 100 UAH remains. To achieve the same total contribution as before, the store would need to sell 1.5 times as many units: 30 instead of 20. Both scenarios would give 3,000 UAH.
This calculation assumes that costs per unit and the return rate stay the same, and that demand is sufficient to support the extra sales. A discount alone does not guarantee that volume. After the promotion, compare the actual total contribution, not just the number of receipts.
How to check product availability and price in Torgsoft
Before changing your offer, open «Склад → Стан складу» (Warehouse → Stock status) in Torgsoft. This view lets you check the product quantity, size, selling price, cost price and photo, if one has been added. Check the product in the relevant warehouse: an accurate offer depends on correct stock records.
You can also set and edit discounts in this view, and use the “Change” action to open the product card. Before publishing a promotion, check the price and discount against your records. To assess the results, use up-to-date entries only: sales, returns and stock transfers must be recorded in the software.
This data helps you check the product details in your offer. Record shopper questions separately, and use your website analytics for site visits. «Стан складу» (Stock status) does not conduct neuroscience research or automatically identify why shoppers make their choices.
A one-week plan: from a question to a decision
The owner chooses one product category, sales staff collect questions, and the person responsible for the website or price labels makes one agreed change. Save the previous figures before introducing it.
| When | What to do | What you should get |
|---|---|---|
| Days 1–2 | Record questions; check the product and stock | One specific question to investigate |
| Day 3 | Change one element of the offer | An accurate description of the change and its launch date |
| Days 4–6 | Count enquiries and purchases; record any exceptions | Data collected using consistent rules |
| Day 7 | Review the conditions and preliminary result | A decision: keep the change, adjust it or monitor for longer |
Keep one record for each test: the shopper’s question, the change made, the metric, the result and the decision. A week is enough to organise the work, but it may take longer to draw conclusions about sales. Keep product details accurate and terms honest, regardless of short-term fluctuations in purchases.
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