When a user is deciding whether or not to purchase an item, they’re likely weighing up multiple (often contrasting) benefits and objections.

• “This item has fewer reviews, but is cheaper, will it break?”
• “Will this item arrive before Christmas?”
• “Is this actually worth $100?”

When a user is deciding whether or not to purchase an item, they’re likely weighing up multiple (often contrasting) benefits and objections.

• “This item has fewer reviews, but is cheaper, will it break?”
• “Will this item arrive before Christmas?”
• “Is this actually worth $100?”