Furniture and home5 min read
Product page audit checklist for furniture e-commerce
Twenty things to check on a furniture or home product page, in the order they tend to affect sales. 3D and AR are items 12 and 13.
By CharpstAR · 25 Sept 2023 · Updated 9 Oct 2026
Part of Augmented reality for furniture retail: the complete guide
A fair number of the product pages we are asked to add 3D to are underperforming for reasons a model will not fix. The model goes live and the page still does not sell, and nobody is pleased. So this is the audit we would run on a furniture or home product page first, in rough order of how much each item tends to matter.
Work top to bottom. If anything in the first eight is broken, fixing it is worth more than the rest of the list.
Price, stock, delivery and the other basics
1. Price is visible without scrolling. Including VAT or excluding it, stated clearly, in the visitor's currency. Shoppers who meet the tax for the first time at checkout tend to leave.
2. Stock status is specific. "In stock" is fine. "Usually ships in 2 to 3 weeks" is also fine. "Available" tells the shopper nothing.
3. Delivery date and cost on the page, before checkout. For furniture this is often the second question a customer has. For a sofa, say whether the driver carries it upstairs.
4. Return policy in one sentence. Number of days, who pays, whether assembled items can be returned. Bulky-item returns are where customers get burned, so spell it out.
5. Dimensions in the units the shopper uses. Width, depth, height, seat height, weight. Also the packed dimensions, because people with narrow doorways care.
6. Materials named specifically. Give the composition, the weight, the rub count if you have it, the wood species and the finish, rather than a phrase like "premium fabric".
7. The main image shows the whole product on a plain background. Lifestyle shots belong later in the gallery. The first image answers "what is this".
8. The mobile page loads fast and does not shift while loading. If the buy button jumps as images load, you are losing taps.
The information layer
9. A gallery that covers the angles people ask about. Back, underside, close-up of the material, close-up of the join or the mechanism, and the product next to something for scale.
10. A scale reference. Either a person in one image or a dimension drawing. Furniture pages need one.
11. Colour shown under neutral light, with a caveat. Screens vary. Say so, and offer a sample if you sell fabric or paint.
12. A 3D model on the page. This is our part of the list, and it sits at twelve because it depends on everything above it. A correctly scaled model lets the shopper see the angles you did not photograph and read the dimensions by eye instead of from a table.
13. AR placement for phones. One tap from the 3D viewer, launching Scene Viewer on Android or AR Quick Look on iOS, both built into the operating system. The shopper puts the item in their room at real size. For anything that has to fit a space, this settles the last question before purchase. Contura puts a stove in the customer's room this way, and the page also carries the installation requirements, because the flue has to fit as well as the corner.
14. Variant selection that shows the variant. If the shopper picks the dark oak, the image should change to dark oak. This sounds obvious and is broken on a surprising number of sites. MELIMELI uses one set of models so that the ad, the page and the product all match.
15. Assembly information. Flat pack or assembled, how long it takes, how many people it needs, whether tools are included. Sweef pairs its sofa configurator with clear delivery and assembly information, because a customer building a five-piece combination needs to know how it arrives. For flat-pack products the steps themselves can be shown in 3D, as in this interactive assembly manual that the shopper can turn, zoom and replay.
Trust and objections
16. Reviews with photos, including the middling ones. A page with only five-star reviews reads as filtered. Reviews that mention size and colour accuracy are the most useful ones you can surface on a furniture page.
17. Answers to the top three objections, on the page. Read your own customer service tickets for this product and put the three most common pre-purchase questions into the copy. Of the twenty items this one costs the least, and most pages skip it.
18. Care and warranty. How to clean it, how long it is guaranteed, what voids that.
19. Related products from the same collection. Matching finishes, the cushion that goes with the sofa. These do well right after an AR session, when the shopper is already picturing the room.
20. A clear path to a human. Chat, phone or a callback for expensive items. Expensive pieces generate questions, and some people want to ask them of a person.
How to run the audit
Do not score all twenty at once across the whole catalogue. Take your five highest-traffic product pages and five highest-return-rate product pages, and grade each against the list as pass, partial or fail.
| Section | Items | Fix first if |
|---|---|---|
| Basics | 1 to 8 | Anything fails; these are cheap to fix and everything else depends on them |
| Information | 9 to 15 | Your returns are about size, colour or expectation |
| Trust | 16 to 20 | Traffic is healthy but conversion is not |
The results usually show what kind of problem you have. Failures in the basics mean an operations and merchandising fix. Failures in the information layer mean a content and photography fix, and that is where 3D belongs. Failures in trust mean a service and social proof fix.
Where 3D sits in the list
3D and AR are two items out of twenty, and that is about the right weight. The published evidence for them is good. Shopify reported in 2020 that products with 3D or AR content converted 94 percent more often than comparable products without. Rebecca Minkoff saw shoppers 44 percent more likely to add to cart and 27 percent more likely to order after interacting in 3D. Gunner Kennels cut return rates by 5 percent after adding AR. None of those write-ups says what else was on the page, which is why the model comes after the basics here.
What to do next
Print the twenty items and grade ten pages. Fix the basics this month. Then, if your returns and your customer service tickets point at size and appearance, add models to the products at the top of that list.
We will build the first model free so you can grade the page before and after. Send us a product, see solutions for the full service, and prices for what it costs.
