The 2 Most Important Details on a Product Page

Your product page design should be based on the type of product being sold.  If a shopper is buying a technical product, complex product, a product they aren’t familiar with, a product that’s very expensive, then they are going to focus on your product description.  But for all other cases product image + customer reviews are the most important details.  Here is how nuts.com does it—

Nuts.com_product_page

Compare and Contrast

Few facts about online shoppers—

1: They are impatient and unexcited about reading your 2,000 word product description.

2: They hate making a bad purchase decision, but the alternative of comparing multiple products on multiple sites isn’t ideal either.

To solve for 1 and 2 consider adding an infographic like this on your product page—

Product_Comparison_Infographic
Click for zoomed view

Unique About Us Page

Cadence is a watch brand. Here is a screenshot of the top section of their About Us page—

CW_About_Us

I love 2 things about it—

1: As you scroll down the page the brand story is revealed, and it’s written really well and presented in a highly readable way.
2: As you scroll down to read About Us content, from the left and right hand sides (in well balanced sequences), watch designs slide into focus. They aren’t missing any opportunity to show off their watches.

One really needs to see the page live to get the full experience— http://cadencewatch.com/r/about/

Actual Size

One of the downsides of shopping online is that it’s hard to know product size dimensions.  Some retailers place a coin next to product image so we can visualize relative size, but even that approach isn’t perfect.

I was looking at a Shark Mug on uncommongoods.com and noticed this curious link (red arrow in screenshot below)—

Uncommongoods.com_Product_Page

On click this appeared on screen—

Lifesizer.com_Pop_Up

Then I just selected my screen size and was shown a new product image where mug was displayed in actual size on screen (the size I’d see if I was looking at mug in person).  Very cool.  This service is provided by a third party tool called lifesizer.com.

Fullscreen Mode

Every inch of the visitor’s browser screen is a selling opportunity.  The more screen real-estate the e-tailer is able to capture, higher the probability of conversion.  This is probably why on thenorthface.com clicking “zoom” button on product pages launches fullscreen mode.  I like it.  Link (click zoom button twice)– http://www.thenorthface.com/catalog/sc-gear/mens-jackets-vests/men-39-s-better-than-naked-jacket.html