Users should clearly understand what is included in the purchase
What is being checked
Whether the PDP makes it unambiguously clear what exactly is included in the purchase and what is not. The user must be able to understand the full scope of the offer without assumptions, including included components, exclusions, and conditions.
Why it matters
Users experience uncertainty about what they are actually buying, which reduces trust and increases hesitation.
If expectations are not aligned with reality, this leads to returns, complaints, and negative perception of the brand.
For machines and agents, unclear offer scope prevents accurate interpretation of the product and makes automated purchasing unreliable.
Failure signals
- The PDP does not clearly state what is included in the purchase.
- Product images suggest items that are not part of the offer.
- Bundles or sets are shown without clearly defining their contents.
- Accessories or required components are not mentioned or are hidden.
- Users must infer what they will receive instead of being explicitly told.
How to verify
- Review the PDP and ask: “Do I know exactly what I will receive?”
- Check whether all included items are explicitly stated.
- Compare visuals with the described offer to detect inconsistencies.
- Assess whether any assumptions are required to understand the offer.
Recommended fix
Clearly define the full scope of the offer directly on the PDP.
Explicitly list what is included and, where relevant, what is not included. Ensure that product imagery does not contradict the actual contents of the offer. If the product is part of a system or requires additional components, make this clear before purchase.