— 10 min read
Product page is the last page a user is browsing before converting. As this page must convince a person to buy a product, thus convert, you need to make sure that all the necessary elements are visible on your page. In this article, we’ll see some of the elements that should be visible on your page, what the ecommerce best practices are and some examples of websites that get it right.
Before diving in, here is the list of the product page must haves:
1. Product images
2. Product information
3. Call to action
4. Social proof (reviews and ratings)
5. Product suggestions (cross selling and up selling)
6. Help
1. Product images
Product pictures are the most important element on the page as it is the first thing that your user will see and decide whether or not to learn more about your product.
As you know the first impression matters, so your goal is to wisely choose your feature image – meaning the first image that would be displaying on the page.
- Feature image best practices
Your goal here is to choose a clean, polished and perfectly centered product image. Privilege a light background (preferably not white if you are selling white products) to make sure that all your products stand out.
No need to say that your picture quality needs to be good enough to allow your visitor to zoom it and see the smallest details of the product.
If you want to go a step further then you have two options:
§ Allow your customers to upload photos of the product
§ Offer photos of the same product but worn on “real” body sizes
- Other pictures best practices
If you feature image is beautiful, clean and well-chosen then the next step for your visitor is to discover more pictures of the product. The goal here is to present relevant angles of your product and allow your visitor to explore the product features through images. The additional images can also present the product worn (if it is an accessory or a ready-to-wear item), or the product “in context” (a couch can be presented in a living room, a wardrobe in a dressing room, etc.)
To make it easy for your visitors to browse the images:
§ Use thumbnails to show all the options and give the opportunity to your visitors you choose the images they want to display.
§ Use the zoom feature to allow your customers to zoom and see more details of the product.
To engage customers even more (and if it is relevant for your client) you can also add a video of the product or a 360-degree shot.
Please note that you don’t need tons of images. In fact, the most important thing when choosing the angles to shoot is to have in mind that the goal is allow your visitors to better visualize the product details. This way you can do better choices.
2. Product information
Right after image, the second most important thing is the product information. The product information includes:
§ All the texts related to the product (title, description, features and components)
§ Product options (colors and sizes)
§ Price
§ Shipping and return information
Product related texts:
It is obvious but the copy quality is very important when presenting a product online.
It is primordial to give all the information needed to your future customer. In fact, when a client is in a store he can call a sales assistant to obtain more information about the product, but when your user is in front of his computer, mobile or tablet he needs to find easily all the details within the product page. Besides that, if it well written and if it includes the most important keywords then it can enhance the SEO of the product page.
§ Title: the title needs to be short and concise, the goal is to let your customer know the name of your product and the product type. You can also ass the material if it looks relevant for your product.
Ex: Red Velvet Cake 4-6 people
Lady Dior ultra-matte tote bag
Product page is the last page a user is browsing before converting. As this page must convince a person to buy a product, thus convert, you need to make sure that all the necessary elements are visible on your page. In this article, we’ll see some of the elements that should be visible on your page, what the ecommerce best practices are and some examples of websites that get it right.
Before diving in, here is the list of the product page must haves:
1. Product images
2. Product information
3. Call to action
4. Social proof (reviews and ratings)
5. Product suggestions (cross selling and up selling)
6. Help
1. Product images
Product pictures are the most important element on the page as it is the first thing that your user will see and decide whether or not to learn more about your product.
As you know the first impression matters, so your goal is to wisely choose your feature image – meaning the first image that would be displaying on the page.
- Feature image best practices
Your goal here is to choose a clean, polished and perfectly centered product image. Privilege a light background (preferably not white if you are selling white products) to make sure that all your products stand out.
No need to say that your picture quality needs to be good enough to allow your visitor to zoom it and see the smallest details of the product.
If you want to go a step further then you have two options:
§ Allow your customers to upload photos of the product
§ Offer photos of the same product but worn on “real” body sizes
- Other pictures best practices
If you feature image is beautiful, clean and well-chosen then the next step for your visitor is to discover more pictures of the product. The goal here is to present relevant angles of your product and allow your visitor to explore the product features through images. The additional images can also present the product worn (if it is an accessory or a ready-to-wear item), or the product “in context” (a couch can be presented in a living room, a wardrobe in a dressing room, etc.)
To make it easy for your visitors to browse the images:
§ Use thumbnails to show all the options and give the opportunity to your visitors you choose the images they want to display.
§ Use the zoom feature to allow your customers to zoom and see more details of the product.
To engage customers even more (and if it is relevant for your client) you can also add a video of the product or a 360-degree shot.
Please note that you don’t need tons of images. In fact, the most important thing when choosing the angles to shoot is to have in mind that the goal is allow your visitors to better visualize the product details. This way you can do better choices.
2. Product information
Right after image, the second most important thing is the product information. The product information includes:
§ All the texts related to the product (title, description, features and components)
§ Product options (colors and sizes)
§ Price
§ Shipping and return information
Product related texts:
It is obvious but the copy quality is very important when presenting a product online.
It is primordial to give all the information needed to your future customer. In fact, when a client is in a store he can call a sales assistant to obtain more information about the product, but when your user is in front of his computer, mobile or tablet he needs to find easily all the details within the product page. Besides that, if it well written and if it includes the most important keywords then it can enhance the SEO of the product page.
§ Title: the title needs to be short and concise, the goal is to let your customer know the name of your product and the product type. You can also ass the material if it looks relevant for your product.
Ex: Red Velvet Cake 4-6 people
Lady Dior ultra-matte tote bag
§ Description: make sure to include most important details about your product in the description. Depending of the product type, the product page can showcase 2 types of descriptions: a short description with the most important key words and enough information to help your visitor decide or not to discover more details about the product. Ex: materials, color, dimensions, heel height, etc. The second type of description is the long description or “details”. This part includes the product specifications (removable items, pockets, “made in”, weight), features, ingredients, more details about the material (how it looks, how it feels), etc.
Product options:
The primary benefit of showing product options is to reduce the number of overall product pages in your website, thus making searching through long lists of products much simpler. Having options also reduces the frustration felt by a customer when clicking through to products that happen to be the same, but a different size or color that they want, for example.
Colors and sizes
If you are offering the products in different sizes, capacities and colors then you should showcase all the options on the product page.
Colors and sizes are usually appearing above the call to action.
Quantities
If it is relevant for your product to be sold in many quantities (such as plates, tea cups, etc.) then you’d better add a “quantity” field to allow your visitors to choose the quantities they need.
The quantity field can be located above or near the call to action.
If you can’t add an additional field on your product page then always think about having this option in the checkout summary page that lists the buyer’s items contained in their shopping basket.
Other customizations
If you are offering a wider range of personalization options such as adding embroideries, charms, or any other kind of customization then make it easy to use and clearly visible on the page.
Price:
The price is also an important information to add the product to bag, so the price needs to be prominent and visible above the fold, it can appear under the title or under the short description but it needs to stand out on the page.
IKEA
Shipping and return:
Before making a purchase, the users want to better understand how much the shipping will cost and learn more about the returns criteria, so providing this information on the product page will allow you to reduce the number of abandoned basket and encourage users who are convinced to add the product to their basket and proceed with the order.
3. Call to action
The call to action (CTA) needs to be clear and visible:
§ Use a clear message such as “add to bag” or “add to basket” (or “add to cart” mostly used in US websites)
§ Make it stand out on the page (use a color that matches your color palette and that is converting the most by managing A/B tests)
§ And make it visible above the fold (if necessary make it sticky on mobile), why? Because there is no point making your customers work hard to buy your products by hiding this down the page.
§ For out of stock products, two options are possible:
o Add a mention “this product is out of stock” on the page and disable the CTA by greying it.
o Grey the CTA and transform the “Add to bag” text with “OUT OF STOCK”
4. Social proof (reviews and ratings)
Product review and ratings build trust with your audience and trust increases conversion so use reviews and ratings on your product page. Making your clients rate your product will also allow you to create a real concern towards them and create a discussion.
Many ways are existing to encourage your users to rate your products, and more importantly to give à 5 stars review, so do not hesitate to check out how to manage this part as it is a strong conversion tool.
If it is not relevant to use ratings for your product then use testimonials, magazines/blogs reviews or awards on your site.
5. Help
As your visitor is alone when browsing your website, you want to make sure that he will have answers to all his questions.
To provide the help needed here are some best practices:
§ Provide links to any additional information your visitor might be looking for (example: more information about shipping, return & exchange policies)
§ Provide links to your FAQs
§ Make the customer service center contact information visible so that visitors can contact the CSC if needed
§ Install a chatbot or a live chat so that your visitor can immediately receive the answer to his question
6. Product suggestions (cross selling and up selling)
The product suggestions are a nice to have on the product page. In fact, it allows your visitor to discover more of your product offer or complete his purchase with an additional item.
Located in the bottom of the product page, the product suggestions need to be clean, large enough to showcase the title & price.
Product suggestions can be presented as cross-selling or up-selling:
§ Cross-selling: it follows the logic of presenting a complementary product: ex a visitor is on a handbag page then we can suggest a scarf, a belt or a coin purse.
§ Up-selling: it follows the logic of presenting products that are similar but on a higher price range: ex a visitor is on a handbag page then we can suggest a clutch, an evening bag or a crossbody page in the same color but in a higher price range.
Product suggestion sections can be named differently depending of the websites, here are some name examples: customer also purchased, customer also viewed, complete the look, you may also like, related products, the perfect partner, the perfect match, etc.
§ Description: make sure to include most important details about your product in the description. Depending of the product type, the product page can showcase 2 types of descriptions: a short description with the most important key words and enough information to help your visitor decide or not to discover more details about the product. Ex: materials, color, dimensions, heel height, etc. The second type of description is the long description or “details”. This part includes the product specifications (removable items, pockets, “made in”, weight), features, ingredients, more details about the material (how it looks, how it feels), etc.
Product options:
The primary benefit of showing product options is to reduce the number of overall product pages in your website, thus making searching through long lists of products much simpler. Having options also reduces the frustration felt by a customer when clicking through to products that happen to be the same, but a different size or color that they want, for example.
Colors and sizes
If you are offering the products in different sizes, capacities and colors then you should showcase all the options on the product page.
Colors and sizes are usually appearing above the call to action.
Quantities
If it is relevant for your product to be sold in many quantities (such as plates, tea cups, etc.) then you’d better add a “quantity” field to allow your visitors to choose the quantities they need.
The quantity field can be located above or near the call to action.
If you can’t add an additional field on your product page then always think about having this option in the checkout summary page that lists the buyer’s items contained in their shopping basket.
Other customizations
If you are offering a wider range of personalization options such as adding embroideries, charms, or any other kind of customization then make it easy to use and clearly visible on the page.
Price:
The price is also an important information to add the product to bag, so the price needs to be prominent and visible above the fold, it can appear under the title or under the short description but it needs to stand out on the page.
IKEA
Shipping and return:
Before making a purchase, the users want to better understand how much the shipping will cost and learn more about the returns criteria, so providing this information on the product page will allow you to reduce the number of abandoned basket and encourage users who are convinced to add the product to their basket and proceed with the order.
3. Call to action
The call to action (CTA) needs to be clear and visible:
§ Use a clear message such as “add to bag” or “add to basket” (or “add to cart” mostly used in US websites)
§ Make it stand out on the page (use a color that matches your color palette and that is converting the most by managing A/B tests)
§ And make it visible above the fold (if necessary make it sticky on mobile), why? Because there is no point making your customers work hard to buy your products by hiding this down the page.
§ For out of stock products, two options are possible:
Contact Us
Drop us a line
Email us
.png)