Guide to Designing a Product Page

Small and mid-sized businesses like you work tirelessly to build a brand, attract a target audience, and cultivate a community of loyal customers. However, could your product pages be harming your bottom line? The product page is a critical piece of any eCommerce website, and it needs to appeal to everyone from loyal customers returning to repurchase your products to first-time browsers unsure of the measurements of your merchandise. In this simple guide to designing a product page, we are here to walk you through the basics to get great results.

What Are the Essential Elements of a Product Page?

First, you should think about features you look for on websites when you make a purchase. You can practice this on your own by pulling out your phone and searching for a product like yours. What does the page contain? In general, product pages have a mixture of the following:

• The product name and overview
• Pictures of the product on a model or from different angles
• Customer reviews or ratings
• Sizing information
• An “Add to Cart” button
• Customization options for the product (sizes, colors, patterns)
• Shipping information

While there are plenty of ways you can add more elements to your product page, every customer visiting your site will expect the basics.

Does the Copy on the Product Page Really Matter?

Yes! The copy on your product page is the difference-maker between just browsing and making a purchase in many cases. Take time to carefully describe what your product is, what it is useful for, and why the customer should want it. Does your product solve a problem? Why is your product different from competitors? Think critically about what information you want before you make a purchase and consider putting together a test group of friends and family to get even more ideas.

Do the Pictures on the Product Page Make a Difference?

Photography is another key element of a great product page. Detailed, authentic photographs increase consumer trust and show them the product you are selling. You should always be honest in your product photos and never attempt to deceive. Images are essential on any product page, as they can often answer questions before they are ever asked. When you take detailed pictures of your product, you can also lower the amount of time you need to spend on customer service, returns, and bad reviews.

How Can You Encourage Customers to Make a Purchase?

The ultimate goal of your product page is making a sale, so an effective product page should have multiple calls to action, or CTAs, throughout the design. Customers should be able to add the item to their cart at any point while they are scrolling through the page. You can also experiment with an “Add to Wish List” button to save the item for the future or a “Notify Me” button for when a size or color is out of stock and they would like to purchase it in the future.

Does Consistency Matter When Creating a Product Page?

Consistency is a crucial part of any great web design. If you have 10 product pages, all of them should have the same layout. Photos should be the same dimensions, the product information should be in an identical place, and each page should have a cohesive style that meshes with other pages. Offering a polished experience shows your customers that you are a legitimate and trustworthy brand.

Should Product Pages Be Optimized for Mobile Devices?

Mobile optimization is critical for every page on your website, and it’s particularly important for product pages. Make sure that your site loads quickly and that it’s easy to navigate on both Apple and Android devices. Page elements like a fixed menu bar can make browsing more comfortable and intuitive and ensure you make a sale.