What are the Key Features of a Good Product Page?
 
Simplicity & clarity are the key elements of an effective product page so we advocate focusing each product page on a single product. Customers need sufficient information about a product before purchasing it online. The product pages will provide that information using a combination of text and images. The best strategy for providing information is layering. Layering is when all the information is available, yet it's only one click away. That way, product information is readily available for those who want it, but won't confuse those who don't need it. Customers will have the opportunity to select all the available options for a product before adding it to the shopping basket.
 
Each product page should have:
  • A succinct & persuasive description of the product with an option to find out or download more information, if required (see heading ‘Product Information & Support’ above)
  • An image of the product with the option to enlarge it. Where appropriate, photos will show different views, allowing the customer to visually "stroll around" the item. Good quality images are important.
In line with e-commerce best practice, all of a single product's options should be offered on one page:
  • Colour
  • Size
  • Feature options
  • Availability
  • Delivery options & charges
  • Price including VAT where relevant
  • Links to additional information relevant to a particular product.
  • Cross-selling packages
  • Guarantee/Warranty if appropriate
  • Add to shopping basket (adds the item to the shopping basket & allows the customer to continue shopping) or Buy now button (takes the customer straight to the checkout process)
  • A further option of Add to Wish List can also be added if required