#48) Have multiple high quality product images for each product

Professional high-resolution photos communicate professionalism and allow users to see details of the product. This is especially important if your products have lots of features. The product page should contain several quality photos, from different angles or featuring various features of the products. For example, if you’re selling shoes, one of the photos sho...

#49) Add zooming capability to your product image gallery

IKEA’s zooming approach on mobile is great. When you tap on the product image, it also shows the same full-screen view as on desktop, with all the images which you can easily zoom in by pinching. While that’s a great user experience, that view on mobile is particularly buggy and not fluid. So if it was better implemented, it would be near-perfect. The o...

#50) Display the price clearly above the fold in the product page (on both desktop and mobile)

If the product is discounted, show how much they save (amount and/or %), instead of only showing the regular and discounted price.

#51) Add unboxing, explainer or promo videos to your product pages

Video appears in 70% of the top 100 search results listings, and viewers are anywhere from 64-85% more likely to buy after watching a product video. (source) Here’s a good article by Shopify about video   Giant store IKEA does NOT have product videos… Knowing the power and impact of video, that is usually something I highly recommend. I realize that ...

#52) Have two versions of product descriptions: Summary and Detailed

That way, shoppers can quickly get the essence of what the product is about, and read more if they want to.   I’d recommend: breaking down the detailed product information into sections if it is long putting product specs into a separate section, in table format (see best practices #75, #76, #77, #78)   I like how IKEA has done it, with a Read ...

#53) Make your text sections scannable

Whether in the homepage, product page, or About page, bold important sentences or parts of sentences so that someone only reading those bold parts will get the gist of it quickly. Avoid bolding single words. A single word doesn’t give enough meaning to people scanning the text. You can also add bullets and expandable sections.

#54) Product descriptions should generally have features and benefits, and overcome objections

Do you know your shoppers’ objections to your products? For example, do they have doubts about their efficacy compared to other products? The more objections and concerns they have, the more you need to address those objections and educate them. And don’t waste the first few sentences of your description, that’s what your shoppers read the most! Acc...

#55) Provide Shipping & Return details in Product pages (as a tab, section, or link)

Make it easy for your shoppers to find that information. It is crucial for your shoppers to make their purchasing decision.

#57) Make it clear what is and isn’t included in your product kits

Show included accessories in a product image, or have a section with “included in kit” images. Clarify it in the description as well. List out the components in the package, along with a product image for each.   On IKEA, how are we supposed to know what each of these are without a thumbnail? (I added the red rectangles to show that there should be...

#58) Use steppers for quantity fields instead of textboxes

This is strangest quantity selector I’ve ever seen on desktop. A perfect example of what NOT to do:   On both desktop and mobile, instead of a dropdown or only a text field, I recommend having steppers to increase and decrease the quantity, with an editable quantity field.   The chances of users buying 25 of a product are very low in most cases...

#59) Aim to have 10+ customer reviews for each product

I often recommend in the mini-teardowns and audits I do to aim to get 10+ reviews per product, which I believe is enough for shoppers to make an informed decision.   You might say… sure, but how?   Here are some ideas to help you get them: Place the Write a Review button prominently in the Reviews section Offer sweepstakes or discounts in...

#61) Interlink product variants

In all these examples that follow except for Crutchfield, selecting another variant does not load another page – it loads in the same page. So while this recommendation applies technically only to the way Crutchfield implemented variations (a page for each), the way the other sites interlinked variants simplifies the shopping experience.

#67) Test removing social media share icons on the product page

A case study done by VWO revealed that removing social share buttons increased conversions by 11.9%. But that’s one of those things that you should definitely test. It will depend on your audience. One of the members of my Ecom Convert group mentioned that they’re getting a lot of PInterest shares from having those icons there. Removing my social media sh...

#68) Have a sticky Add to Cart bar or button in the Product page

I’m referring especially to the experience on mobile. This also goes for the “Continue to Checkout” button in the Cart: make it sticky on mobile. On desktop, you can either do the same as on mobile, or you can have a large button (or two – one at the top and one at the bottom of the Cart page) with a contrasting color.   Let’s look at how IK...

#71) Allow users to purchase temporarily out-of-stock products

I found that “Email Me” buttons or waitlists are ineffective for out-of-stock products. Allow instead users to purchase temporarily out-of-stock products, warn them, and increase the delivery time. Also prominently display product alternatives. For discontinued or deprecated products, do not allow them to buy it, and focus solely on promoting product alternatives....

#74) Avoid horizontal tabs in Product pages

27% of users overlook the hidden content in the inactive tabs

#77) Style your spec sheets to make scanning easier

Add horizontal and vertical shading, icons, and lines

#79) Add a ratings distribution summary with a filter on the star ratings

Users rely on it even more than the content of individual reviews to provide the overall picture of how other users experience a product. Without a ratings distribution summary at the top of the review section, shoppers are likely to let the first few reviews determine how positively or negatively they perceive the product, and wonder if some of the reviews are fake.

#82) If your shipping is not free, show the estimated shipping cost or a shipping estimator

About 21% of US online shoppers abandon orders because they aren’t able to see the total order cost upfront before checking out. And about 64% of users look for shipping costs on the product page, before deciding whether to add a product to the cart. Adding an estimated shipping cost is particularly important for lower-priced products because shipping costs are a hi...

#83) On the Product page, either display all image thumbnails (no truncation), or reveal all thumbnails

If you reveal all thumbnails, do it in an overlay panel when users click any thumbnail (and include a truncation link).

#84) Include at least one “in scale” image per product to help shoppers get a sense of the product’s size

For example, show the product within a typical environment, or people interacting with the product. 42% of users try to estimate the product’s size from its product images.

#87) Offer relevant compatible products on the Product page

Compatible products can be for example accessories and attachments.

#98) Avoid ads (or what looks like ads) on the product list

Avoid all types of ads above or within the product list Avoid text ads below the product list Avoid overlay dialogs on page load Avoid highly graphical ads in prime content locations on the homepage (especially when it comes to competitions and discounts) Graphics that adopt the characteristics of the site (background, text colors, fonts, etc) and avoid visual boxing...

#103) Keep and answer all negative reviews

Highlight positive and negative reviews at the top of the reviews section Respond to negative reviews Style your responses to reviews: add indentation, a box or a different background color, and your logo According to Baymard, 53% of users specifically seek out the negative reviews for one or more products they are interested in. 37% of users also positively factor i...

#167) Separate the product title from the brand or type

A product title that contains everything in it is very hard to decipher. It’s convenient for you the store owner, but not for the shopper.   Separate the title from the rest (brand, type, specs).   (source)

#171) Show a different image for each product variant

I’ve seen several of the stores I did a mini-teardown with that showed the same product image no matter the variant selected, and it creates a lot of friction for the user. It makes very hard for them to choose the right variant for them. Example from iBambini:

#173) Avoid ALL CAPS text

One of the members of my Ecom Convert group shared some interesting research about ALL CAPS text in a comment to a mini-teardown last week:   “Roughly 90% of people find all-capped text to be harder to read, in general.”   with these two articles as sources: https://premium.wpmudev.org/blog/styling-text-website-research/ https://blog.prototypr.i...

#178) Offer mixed bundling, not pure bundling

Give your shoppers the option to mix & match. Mixed bundling: products in the bundle can be purchased individually also. Pure bundling: products are only available together and cannot be bought separately.   Timothy Derdenger and Vineet Kumar from Harvard Business School  discovered that when Nintendo offered mixed bundling (the option to purchase prod...

#180) Provide a size comparison image

If your shoppers wonder about the size of your products, adding a size comparison image is important. In this example, they sell plants, and put the plant side-by-side with an adult, to give you an idea of its size.   If the comparison is a person, you can mention the height of the person.

#188) Show color swatches or thumbnails for the selection of the color variant

Avoid having users select a color from a dropdown with color labels (“red”, “black”, etc.). Make them choose the color variant from a list of color swatches (circles or squares filled with color) or small thumbnails of the product in different colors. If some of your products have multi-color design variants and some are a single color, then yo...

#189) On error, focus on the field that needs to be selected

By having default values selected, it avoids user errors. But if you do choose to leave some fields empty, such as a shoe size, then the best way to help the user quickly resolve their mistake (of not selecting a value) is to scroll to that field, and clearly indicate that it needs a value. See below for some good examples.