User Experience (UX) Guidelines for Ecommerce Product Pages

Anticipate and Respond to Product Inquiries

Shoppers are looking for answers to all of their product-related questions on the product page. The only participants in our trials who paid little attention to the product page were those who already knew what they wanted. Even those consumers who were solely concerned with the merchandise required the product page to verify that they had located the correct item.

Numerous websites provided insufficient product information, leaving visitors with unresolved questions and insufficient data to make purchasing decisions. While it is hard to anticipate every possible question about a product, several websites failed to provide even basic product information.

One of the most frequently expressed concerns about shopping online was the possibility of having to return an item. When products were clearly described on websites, customers were more likely to acquire the correct item and felt confident about their purchases. They were unconcerned about prospective returns. Effective product pages should have both text and photos to describe the products:

Be thorough yet not verbose or fluffy. Users are not searching for marketing fluff, but for a detailed description of the product, its intended usage, appearance, and functionality. When users read online, they often skim material, reading more at the beginning of a description than at the finish, and more at the beginning of a line than at the end. Avoid wasting the first few words of product descriptions; get to the point quickly.

Additionally, descriptions should define any terminology that users are unlikely to be familiar with. For instance, certain items on Urban Outfitters’ website were labeled Recycled Urban Renewal. The product description highlighted what this label meant: each garment has been updated by hand, which means that the item you receive may differ in color, tone, and wear from the piece displayed here.

Answer questions with images and/or videos. Product photos help users form an opinion about the products they are considering and purchasing. Images and videos should complement the description to ensure that the product is fully understood. A single product view is rarely sufficient to address all of a user’s inquiries. Users praised websites that included various or animated perspectives, such as rotated images, details, larger images, and images of the object in use or context.

On eBags, a user was considering purchasing a tote bag based on the image on the category page. “I’d like to see what the inside looks like,” she stated as she clicked into the full product page. “Oh, here we go!” she said as she arrived at the product page. This appears to be rather lovely! It includes two side pockets.” She then returned to the category page and selected more bags that caught her eye, instantly clicking through to the product page to inspect the interior and detailed images. “It’s neatly lined and has this convenient side zipper,” she said of another purse. She chose the bag without reading the product description in its entirety.

Assist Users in Comparing Products

Users often compared things on a website and desired to see the same information about each item. Consistent data on comparable products was critical. Additionally, the way information was displayed had an effect on how easy it was to compare things. Certain websites changed the style of their pages or the information offered about products, causing consumers to hunt for the information they required.

Shoppers required information to be trustworthy on three levels:

Variant of the product. Shoppers anticipated the same information to be provided for all varieties of an item, such as size, color, or flavor.

One study participant expressed frustration with Adagio.com’s contradictory information about product sizes. The site graciously informed users of the approximate number of cups of tea that could be prepared with the sample size. It did not, however, do the same for greater sizes. Rather than that, it provided the cost per cup, allowing customers to compare options based on pricing. This was beneficial, but the user was frustrated by the inconsistency. As she put it,

“What I would like to see on the bags when you order is a note next to the sample indicating how many cups that size creates. However, there is no indication of how many cups are included under the others. You are left to make the inference. However, it would be beneficial to know the exact number of cups. It is not present. It is marked beneath the sample, but not beneath the others.”

Categorization of products. When customers were looking for a particular sort of goods, they expected the site to display similar product details across brands and models. For instance, a consumer shopping at washing machines wanted to be able to compare information regarding the capacity, the amount of space required, and the types of wash cycles available (such as delicate, green, and rapid). For specifications that contain a lot of data, comparison tables may be the best way to show this information.

Product page for the entire site. In general, when users navigate from page to page within a site, they expect pages to look and feel the same. It is one of the 10 heuristics for designing user interfaces. Customers anticipate that the product page for a vacuum cleaner will look similar to the product page for a set of home speakers. While the amount and type of content on each page should vary according to the product, the appearance and feel, accessibility to site-wide navigation, and search should all be constant.

The product page of a competitor. It’s worthwhile to make an effort to comprehend the information that customers may encounter on your competitors’ websites and to include that information on your product pages. For example, a client compared mattresses at TuftAndNeedle.com and Casper.com, but only Casper’s website prominently displayed free delivery on the product page. “Casper includes 100 nights, free return or pickup, and free delivery,” he explained. Thus, the difference in pricing between Tuft & Needle and this could be due to shipping.” Then he moved to the browser tab containing Tuft & Needle’s website: “I’d have to go deeper into the buying process on Tuft & Needle to determine whether or not their shipping was free. So I choose the Queen, add it to my cart, and oh, by the way, shipping is free.”

Demonstrate Customer Experiences — Even Negative Ones

Even the most exhaustive product description can leave some people with unanswered queries. Product reviews from other consumers or professionals will give another perspective to the site, providing further context for the product.

Product reviews were frequently used by users to acquire further information about future purchases. Often, such evaluations addressed the specific questions that users had, which were frequently related to the product’s use. While product descriptions might provide information about a product’s attributes, product reviews can provide insight into how the product is used.

On Fossil.com, a customer found mixed reviews about a smartwatch. “Someone says the rubber strap is incredibly difficult to use,” he explained. According to another, the strap is of poor quality, resembling a child’s watch. However, another individual states that the materials are good.” Ultimately, despite the watch’s unfavorable ratings, the positive reviews convinced him to continue contemplating it. He shifted his attention away from the reviews and back to the product’s features, characteristics, and photos.

Source: ecommerce platforms , online selling platform

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