When shopping online, customers can’t see, touch, or try the product before purchase. A good product page can help overcome these challenges. In order to do so it must provide all the relevant information, answer their questions, and alleviate any concerns.

Product pages play a critical role in online purchase decisions. Adding relevant information on the product page can help your customers place the order and reduce product return rates, as people can properly check all the details before placing an order.

Let’s explore some of the essential components your product pages should include.

Product description

Provide a detailed description of the product. Add all the essential details, including its features, benefits, uses, and specifications.

Highlighting benefits and use cases of the product boost the chance of people making a purchase.


Clearly display the price of the product, including any discounts or special offers. Remember to also include applicable taxes, shipping, and other applicable fees. It can be very frustrating to see the price then have a lot of additional fees added later at the checkout stage. Avoid irritating customers and state this information upfront.


It’s important to feature high resolution photos that showcase the product from different angles and depict how the product looks in real life. Include close-up shots to show the unique details of the product and distant shots showing the product in context of how it might be used in real-life situations. Enable customers to zoom in and zoom out of images.


When purchasing online, customers need the full product details to make an informed decision. Cramming all this information into a description can be unwieldy and difficult to navigate so it’s better to have a dedicated specifications tab for this information. What you include will depend a lot on the nature of the product, but they tend to include things, such as size, weight, colour, materials, and compatibility.

For food and apparel products, you might include information that details the materials or ingredients that make up the product, what the composition is, and the country of origin.

For electronic products, you may include information about screen size, connectivity, resolution, item weight, and product dimensions.

Product variants

Does your product come in different colours, sizes, or have any other variations that customers can choose?

Give customers a clear way to select those variations. Also, make the details for each variation clear to understand. For example, if you have different colours, you may update the product image to the colour chosen and/or specify the specific shade of colour. If you have size variations, you may include the measurements of those sizes.

Social proof

Customer reviews and testimonials provide social proof and boost credibility, helping customers to make a purchase decision. There are many different ways to show reviews but make sure they are highly visible and easy to skim through.

You may also consider showcasing any awards, certifications, or endorsements the product has received to further validate its quality and value.

Related products

Offer suggestions for related or complementary products that customers might be interested in. This can add value for the customer as they discover other products they need and can also boost the total order value.

For example, imagine you have a cat, and you purchase a new scratching post. Maybe you also need some new toys or treats for your cat too? These would be great suggestions for complementary products.

Alternatively, imagine you buy a new evening dress. You might also need some new shoes and a jacket to pair it with, so these would be good complementary products.


Anticipating questions and concerns customers may have about the product can minimise doubt about making a purchase.

Provide a list of frequently asked questions to save customers the trouble of contacting customer support.

Shipping information

Provide information about shipping options, costs, and delivery times. Not providing this information can often cause potential sales to go nowhere. Imagine you need a product delivered quickly or for a specific deadline or date, if there is uncertainty around delivery often customers will look elsewhere rather than spending time looking how to contact your support team to find out.

Return policies

There is a lot of uncertainty when buying products online. Will they fit right? Will they look good on me? Will the colour look the same in real life? How does the material feel?

All the doubts can lead to many reservations about purchasing your product. Help to alleviate these concerns with a clear return policy. Clearly outline your return policy, including any conditions or restrictions.

In conclusion, product pages on an ecommerce website are critical for providing potential customers with all the information they need to make a purchase decision. Including the right (or wrong) information will have a big impact on how they behave.

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