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Andy Thorne

User Experience

Ecommerce Product Page UX Guidelines

You waste time and money – and get a serious sales headache – if visitors to your online shop click away too quickly, making it vital to stick to these eCommerce product page UX guidelines.

Successful online retailing depends on how well you market your products. It also revolves around having persuasive and strong eCommerce product pages with excellent User Experience (UX).

With a physical shop, there’s no point getting people in the door if they don’t like what they see, or leave frustrated or baffled. Cluttered shelves, pushy or too few sales assistants, or long queues at the tills create poor UX and low sales.

Online retailers face similar risks. Sales stutter or fall, if you ignore these vital eCommerce product page UX guidelines.

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1. Product name and category

This is your key opportunity to grab the attention of your visitors

You know your products. So, it’s far too easy to assume website users instantly ‘get’ what you’re selling. Some eCommerce ventures are also haphazard in how they load products onto their pages.

All of your products need to be categorised, grouped, named and described succinctly and clearly. Then, visitors instantly see what’s available, and why they should buy it.

You have a split second to persuade consumers to put items in their online shopping cart. If they struggle to find what they want, they’re away in a click.

For example, which sounds more attractive and ‘searchable’brown sunglasses, or brown-framed reflective sunglasses for men?

2. Product options such as colour and size

Give your visitors the opportunity to explore variations at the click of a button

Your creative website design lifts your eCommerce venture to greater UX success. For example, if you fill a page with lots of images of products in every size and colour, it’s overwhelming. You put the onus on users to scan around for what they need.

Yet, there are simple eCommerce web design tricks that make colour and size variations ‘clickable’. For example, within the sunglasses description, you can click on brown, black or blue frames to see what they look like and how it affects the price.

3. Product pricing including shipping costs

Transparent pricing will avoid potentially nasty surprises at the checkout

Talking of price, you must give clear indications of costs on your eCommerce product pages. Including delivery charges. One of the biggest causes of abandoned online shopping carts is getting to the payment page and seeing unexpected terms or costs.

If different items in the same range have different price points, don’t head the section ‘£30-£70’. Modern consumers don’t trust ambiguity! Create eCommerce product pages that flag different price points for each product type, colour and size.

4. Product Availability

Another reason online shoppers abandon shopping baskets, and never come back, is when delivery expectations are not met.

This often involves eCommerce companies letting them get all the way to the payment stage, before mentioning something is out of stock! Or, that it takes far longer to be delivered than is the norm for that type of purchase.

To hold on to sales and customer loyalty for your online shop, flag delayed delivery with clarity and honesty.

5. Product description

Consumers don’t want to wade through waffle or a load of inflated marketing claims, in product descriptions.

It’s not just product titles that influence UX on eCommerce product pages. Consumers don’t want to wade through waffle or a load of inflated marketing claims, in product descriptions.

You do need strong brand statements and persuasive content. However, keep it short, authentic and focused on genuine USPs (unique selling propositions). Below that, add essential information in bullet points, such as dimensions, washing instructions or product materials.

6. Include Product Reviews

This is now a hugely important consideration for successful eCommerce. When it comes to making buying decisions, 93% of consumers admit that reviews matter! Having the experiences of other people to refer to provides reassurance that the purchase is a wise one.

One of the best ways to support UX on eCommerce product pages is to create an authentic customer review system. Including showing a full spectrum of feedback.

This means being brave, but think of the negative reviews as vital information to help you to improve your products, or to address customer ‘pain points’ such as poor delivery!

7. Related products

This eCommerce product page tip is another one that relies on a well-designed website. If a visitor clicks on an item, they should be able to see at a glance that you sell similar options (different colours and price points for example). Or, that you sell associated products (such as batteries and carrying cases).

Not only does this increase your lead conversion – and decrease your page bounce rate – it potentially grows the value of a customer’s shopping cart.

Optimising eCommerce product page UX

An eCommerce product page that is designed to provide the best possible customer experience is commercial common sense. The easier you make it for them to find what they want – and the clearer your brand is – the more sales you enjoy.

Remember that you can download our eCommerce product page ux checklist below to help you optimise your product pages.

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For additional digital marketing insights – or help in re-designing effective eCommerce product pages – contact the team at Factory Pattern.