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Product page

| Article: 3 min read | Store pages

A product page (PDP) is the online store page with the description of a single product, its photos, price, variants and a "Buy" button. It is the place where the shopper makes the final decision to buy or not.

In plain words

Online, you cannot hold or try on a product. So the page has to replace the shop counter: show how the item looks, what it is made of, how much it costs including delivery, and what happens if it does not fit. Nielsen Norman Group notes that a bad product page leads to two outcomes: shoppers leave because information is missing, or they buy the wrong thing and return it (NN/g).

According to Baymard, almost all users look at the product page before buying, and it often determines whether they buy or not (Baymard).

What a product page should have

NN/g singles out a required minimum (NN/g):

  • a meaningful name;
  • recognizable photos that can be enlarged;
  • the full price, including product-related fees;
  • clear variants (size, color);
  • availability;
  • an add-to-cart button with clear confirmation.

Additionally: ratings, video, zoom, similar products, a wishlist, if they are genuinely useful and well made. The description should be complete but concise: the most important first, without marketing noise. Complex specifications are convenient to present as a table.

Where sites most often go wrong

Baymard tested product pages on US and EU sites. 52% of desktop sites, 62% of mobile sites and 64% of apps scored "mediocre" or worse. Individual figures from their review (Baymard):

  • 57% of sites do not show sizes as buttons but hide them in a dropdown;
  • 37% have no photos "in scale," although 42% of users judge size from photos;
  • 67% do not show an approximate total order cost next to the buy button;
  • 44% give no link to return terms from the main content of the page, while 60% of users look for them exactly there, and 15% abandoned an order because of unsatisfactory terms;
  • 89% do not respond to negative reviews.

For a Ukrainian store this means: the approximate Nova Poshta delivery cost, delivery times, return terms and size availability should be visible without going to the cart.

How different sources see it

NN/g advises showing related products "sparingly" and only highly relevant ones, so they do not distract from the specifications (NN/g). Baymard separately studies such suggestions in the cart and warns that irrelevant recommendations lower trust in all the site's suggestions (Baymard). More: upsell and cross-sell.

On product variants, NN/g advises one page per product with the color or size choice on it, and separate pages only for variants that differ substantially in description or functions (NN/g).

Common mistakes

  • Few photos and none that show scale.
  • The total price becomes known only in the cart.
  • Identical descriptions copied from the manufacturer.
  • No answer to questions about delivery and returns.
  • Reviews with no way to filter and see the negative ones.

FAQ

What should be on a product page? A name, quality photos, the full price, variants, availability, an "Add to cart" button, a description and specifications, reviews, delivery and return terms.

How many photos does a product page need? The sources used give no clear number. NN/g advises several angles, details and photos in use (NN/g).

Are reviews needed on a product page? Yes, shoppers read them to understand how the product works in real use. More: social proof.

Why does the product page not sell? Typical reasons: information is missing, the full cost is not visible, variants are unclear, there is no trust. Check this with real shoppers and with an A/B test.

Sources

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