Shopping online is a different experience in many ways. One such way is the product page. When you browse a store in-person, you will see:
When shopping online, the product page changes the shopping experience by isolating each product and packing it with loads of information. The product page is a critical component in the shopping journey that can make or break the sale, so it’s important to optimise it as much as possible.
The guidelines and information listed in this post are sourced from the 5th edition of the Ecommerce User Experience report series consisting of 13 reports with 1073 design guidelines based on 20 years of research. To purchase a license to the full reports, click here . These reports were published by the Nielsen Norman Group, a UX research and consulting firm trusted by leading organizations world-wide to provide reliable guidance on user experience.
Before customers make a purchase online, they will likely do some additional research, look at other similar products, read reviews, and read the shipping & return policy. They are doing this to validate their purchase and feel more at ease with their choice. When a customer arrives at a customer page, they’re looking for answers to their questions.
In general, a good product page will prevent the following unfavourable outcomes:
Keep the following three things in mind when designing your product page:
If you feel stuck writing the product description, a good starting point is doing a bit of research to discover information customers want. Here are three things you could try:
Research suggests that when writing for the web, it’s important to make it easy to scan. This is even more so for product pages, where customers are looking for information. Keep the language simple and don’t garnish it to the point it isn’t helpful. The product page has a lot of information and we want to make it easy for them to understand it. Here are some helpful tips based on user research conducted by the Norman Nielsen Group:
Nice way to organize and section the product description with subheadings [Product Details] and [Shipping Details].
Store featured: ydxart
The product description should provide specific details. Here are some things to consider:
Tosca's Corner's store. This product description of 'Seasonal Cards – Pack of 4' lists many details such as size and number of items in the bundle.
Store featured: Tosca's Corner
Cited from the Ecommerce User Experience 5th ed, Vol 3 by Kim Salazar, published by Norman Nielsen Group.
Remember, the most important consideration is to be helpful to customers. Think like a store associate and answer questions that might come up. Keep the language simple and easy to scan. If you can maintain these two aspects, you’re well on your way to creating a successful product page.