DON'T MAKE THEM COUNT

Summary from the TLDR Marketing newsletter

Reduce purchase hesitation on ecommerce pages by expressing quantities in the terms shoppers already use. Gush labels its pack sizes by occasions, while The Farmer's Dog shows portions and prices them per day, so shoppers don't have to calculate how much they need or what it costs. Product pages should spell out bundle contents, show prices per relevant unit, and answer “How long will this last?” beside the quantity selector. Watching shoppers choose a quantity can show you where unclear options create hesitation.