E-Commerce Digital Shelf Test: Findability, Visibility & Messaging

Have you purchased any physical goods online in the past 3 months?

• Yes, in the last 3 months
• No, not in the last 3 months

Thank you for your interest in this study. We are conducting research on online shopping experiences. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we are simply interested in your honest opinions. Your responses are confidential, will be anonymized, and reported only in aggregate for internal research purposes. This study takes approximately 8 minutes to complete. By continuing, you agree to participate.

Which device do you primarily use for online shopping?

• Smartphone
• Laptop
• Desktop computer
• Tablet
• Other

You will now see a product category page showing multiple items. Please review the shelf image below as you normally would when shopping online, then answer the questions that follow. [INSERT SHELF STIMULUS IMAGE HERE]

Please rank the following elements by how quickly they caught your attention on the shelf, with the most attention-grabbing at the top.

1. Product image
2. Color accents
3. Brand name
4. Badges or labels
5. Price or discount
6. Ratings and review count

How confident are you that you understand what the target product offers based on what you saw on the shelf?

Based on what you saw on the shelf, how likely would you be to consider purchasing this product?

Based on your responses throughout this study, is there anything else you would like to share about your experience with this digital shelf?

What is your age?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65+
• Prefer not to say

Thank you for completing this study! Your responses will help improve the online shopping experience. Your data will be kept confidential and reported only in aggregate.

How often do you browse product category or listing pages when shopping online?

• Often
• Sometimes
• Rarely
• Never

Were you able to locate the target product on the shelf within 30 seconds?

• Yes, quickly (under 10 seconds)
• Yes, but it took some effort (10–30 seconds)
• No, I could not find it within 30 seconds
• I was not sure what I was looking for

How much did the target product stand out compared to the other products on the page?

How clear was the product name and variant description on the shelf?

How appealing does the target product seem to you compared to the other products on the shelf?

We'd like to explore your shelf experience a bit further. An AI moderator will ask you a couple of follow-up questions about what you noticed and how the product presentation could be improved.

How do you describe your gender?

• Woman
• Man
• Non-binary
• Prefer to self-describe
• Prefer not to say

Which of the following actions, if any, did you use while searching for the product? Select all that apply.

• Scrolled the list
• Used a brand filter
• Used a feature filter
• Sorted by price or rating
• Looked for image color or shape cues
• Looked for badges (e.g., Best Seller, Promo)
• Searched within the page
• None of the above

How clear was the key benefit or claim communicated by the product on the shelf?

In which country do you currently reside?

• United States
• United Kingdom
• Canada
• Australia
• India
• Other

What, if anything, made finding the target product more difficult? Select all that apply.

• Too many similar items
• Thumbnail imagery was not distinctive
• Product name or variant was unclear
• Badges or labels were distracting
• Price information overshadowed key visual cues
• Filters did not help narrow results
• I was not sure what to look for
• Nothing made it harder

How clear was the price and value information presented on the shelf?

If you could change one thing to make the target product easier to find on this shelf, what would it be?

In your own words, what is the main benefit or promise this product communicates?