A short guide to product pages

The advice here is unglamorous, which is probably why it gets skipped. Everything we would tell a client about product pages in the time it takes to drink a coffee.

Small percentage changes matter here because they apply to every order, every month. Anything you cannot measure here, you are deciding by taste, which is fine as long as everyone knows it.

Why it matters

Answer the questions that stop someone buying. This is the sort of thing that compounds, quietly, in both directions. Doing this properly once is usually cheaper than doing it approximately three times.

How we handle it

Multiple images from real angles reduce returns. In practice this is a scheduling problem more than a technical one. Write the reasoning down alongside the decision, because the reasoning is what changes first.

Warning signs

Stock, delivery, and returns belong above the fold. None of that requires a large budget, only a decision and someone to own it. If two people in the business would answer this differently, that gap is the actual problem.

In practice

Trust does most of the selling online, and trust is built from unglamorous details. Three things worth confirming about product pages before you move on:

• Someone can say what the current setup is without going to look
• Answer the questions that stop someone buying — and you know whether that is true here
• There is a way to tell whether the last change to this helped

Worth checking on your own setup before it becomes someone else's problem to fix.