The Best Information to Include on Product PagesMarch 30, 2017
The main function of product pages are to provide users with the information they need to decide whether to purchase a product. There are many types of information you can add to these pages to make them more useful to potential customers, including:
Imagery & Video
Give shoppers something more than standard manufacturer-provided photos – which tend to convey only basic information about a product. In addition to using images that show customers as many models, colors, angles, and other variables as possible, include images or videos of the product in multiple scenarios (e.g. in use, before assembly, in storage, on display, etc.) to give customers more information.
Written descriptions educate shoppers about the product’s functions and features, specifications, and advantages over similar products. However, you don’t want to frustrate your users with a wall of text – so keep your product descriptions short and to the point. When possible, try to let your images do the talking.
Whether positive or negative, reviews are an asset for product pages. Obviously, positive reviews reinforce a prospective customer’s decision to buy. Meanwhile, negative reviews give you the opportunity to help consumers who were unhappy with a purchase. Even if they do not respond or change their review, other readers will see that you made an effort and are sincere in your customer service.
For certain types of products (especially in the B2B space), users really appreciate technical product data like dimensions, weight, materials, instructions, and spec drawings.
Shoppers rely on various types of product information in their purchasing decisions. Your product pages should provide this information with as much clarity and detail as possible so customers can comfortably “add to cart” without needing to leave your site and find the information elsewhere – possibly from a competitor.