UX in e-commerce: The essentials of a product page

Online, shoppers can’t touch the product, ask for advice in store, or try it on before making a purchase. It’s therefore essential to compensate for these limitations with a complete, clear, and engaging product sheet. Product pages must therefore provide all the information necessary for the customer to make an informed decision, without having to contact customer service or look for answers elsewhere.

So, an optimized user experience (UX) on a product page can make all the difference between a successful conversion and a customer who leaves your site without buying. In an e-commerce context, each element must be designed to reassure, inform and encourage purchase. The goal: create a smooth and pleasant experience that makes you want to click on "Add to cart" without any hesitation.

Here are the essentials to include on an effective product page.

1. A quality visual to capture attention

Images and videos are the first elements that catch a visitor's eye. It is essential to offer visuals:

  • High definition, with zoom possible to see product details;

  • Multiple viewing angles to give a better perspective;

  • Contextualized, showing the product in use;

  • Accompanied, if possible, by demonstration videos.

2. A clear and catchy title

The product title should be descriptive and optimized for SEO. It should include:

  • The name of the product;

  • The essential characteristics (material, color, size);

  • A persuasive touch, if relevant ( "Limited Edition", "Best Seller", "Team Favorite").

3. A concise and convincing description

The product description should be structured and easy to read. Consider:

  • Highlight customer benefits rather than raw technical features;

  • Use bullet points to make reading easier;

  • Integrate an engaging tone that addresses customer needs and issues.

4. A visible and persuasive call to action (CTA)

The purchase button must be clearly visible and attractive. To do this:

  • Use a contrasting color;

  • Choose an actionable label, such as "Add to Cart" or "Order Now";

  • Place it strategically above the fold, which is the visible edge of a web page before a user has to scroll to see the rest of the content.

5. A transparent price indication

Users want clear information about price. Make sure to:

  • Show the price including all taxes immediately;

  • Indicate any possible savings;

  • Mention any potential additional costs, such as shipping and taxes.

6. Customer reviews to build trust

According to Shopify (2024), 63% of users are more likely to continue their purchase after reading reviews from past buyers. User testimonials and ratings play a key role in the purchasing decision. To maximize their impact:

  • Display an average rating and number of reviews;

  • If possible, allow customers to filter reviews (by rating, relevance, etc.);

  • Embed customer photos or videos;

  • Display reviews in a side drawer or accordion style so they remain accessible without obscuring the product sheet.

7. A flawless mobile experience

With a growing share of purchases being made on mobile, your product page should be:

  • Responsive, that is to say adapting perfectly to different screens;

  • Optimized for smooth navigation (scrolling, fast loading);

  • Featuring a sticky button for easy one-click purchasing.

8. Faster payment options

To minimize friction and make the checkout process smoother, offer:

  • Apple Pay, Google Pay, PayPal and other fast payment methods;

  • Simplified order validation to avoid cart abandonment;

  • A one-click payment option, if possible.

9. Clearly stated delivery and returns

Logistics is a crucial element in the user experience. Indicate:

  • Delivery times and costs from the product page;

  • Return and refund options;

  • A possible online chat or FAQ to answer questions.

10. Recommendations and related products

Maximize the average basket by suggesting complementary products:

  • "Similar products" to encourage choice;

  • "Frequently bought together" to increase cart value;

  • "Customers who bought this product also liked…" to build trust.

11. Efficient stock management and well-controlled urgency

Creating a sense of urgency can help convert, but without frustrating the user:

  • Show remaining stock if limited ("Only 3 left!");

  • Highlight real-time sales ("15 people are currently viewing this product");

  • Introduce a limited time offer ("Promotion valid until tonight!") to encourage immediate purchase;

  • Offer a pre-order option if the product is temporarily out of stock.

12. A professional and reassuring design

The overall design of the page plays a major role in the credibility of the site and customer trust. Make sure that:

  • The interface is clean and professional;

  • The colors and typography are consistent with your brand image;

  • The visual elements and texts are well-organized for smooth reading;

  • Navigation is intuitive and free of unnecessary distractions.


Conclusion: A well-thought-out UX, an optimized conversion rate

Product pages are critical to the success of an e-commerce site. They must offer all the information necessary for the buyer to make a quick and informed decision. A poorly designed page can lead to abandonment or product returns, harming the profitability of the store.

While a professional interface design plays a vital role in reassuring the customer and building brand credibility, a well-designed product page goes much further. Indeed, to ensure an optimal user experience (UX), a combination of these elements will strengthen brand trust, facilitate navigation and encourage purchasing action.

Need a UX audit for your online store? That's what we're here for! Contact us to optimize your e-commerce experience and grow your sales now.

 

Sources

Sherwin, K. (2019). UX Guidelines for Ecommerce Product Pages . Nielsen Norman Group.

Shopify Academy. (2024). Audit Walkthrough website . Shopify.

Shopify Blog. (2024). Ecommerce UX: Design Strategies and Best Practices for 2024 . https://www.shopify.com/ca/blog/ecommerce-ux