E-Commerce Insights: AJAX - Hero of E-Commerce?

If you visit a Lands’ End product page for a woman’s dress, you’ll see all possible colors and sizes. If you select an unavailable combination, you’ll immediately see a pop-up box saying something along the lines of, “Sorry, this product is not available in Washed Coral in size 6.”

The response is instant; the page doesn’t refresh. And once you’ve selected a size, any unavailable colors are de-emphasized via gray dashes around the swatch.