Vol. 03: Product Pages

3rd Edition

Part of the E-Commerce User Experience Series

Customers need adequate information about a product before they will buy it online. Effective product pages use a combination of text and images to show product information, availability, price, and a clear way to purchase the item. This report also includes guidelines for designing product customization options and presenting user reviews.

This 225-page report contains 76 design recommendations based on our usability research. Discussions and 235 screenshot illustrations supplement the findings.

Topics

  • Elements of a successful product page
    • Doing the job of the salesman — without the hype
    • Allowing quick comparison
    • Providing second opinions
    • Starting the purchase process
  • Navigating among products
    • Finding products
  • Product descriptions
    • Best practices in writing and presenting product description
    • Layering product details
    • Layout considerations
    • Helping people make comparisons
    • Word choice boosts sales
    • Describing details and characteristics
    • Specification tables
  • User reviews and ratings
    • Visual elements for fast comprehension
    • Criteria to ask in reviews
    • Criteria to ask about the reviewer
    • Types of reviewers
  • Product images
    • Linking to and from images
    • Size, alternate views, detail, and composition
    • Communicating accurate information
    • Zoom tools
  • Price, costs and availability
    • How and where to show price
    • Relevant information related to cost
  • Specifying product options, like color and size
    • Naming the options
    • Indicating selected options
    • Color swatches
    • Multilevel lists and menus
    • Options that are not available
    • Error messages for non-selected options
  • Technical issues
    • Downloads and plug-ins
  • Special considerations
    • Seating charts
    • Product customization

Research Method

The information in this report is based on two separate rounds of e-commerce studies, including:

  • One-on-one usability testing
  • Diary-based longitudinal study
  • Eyetracking

Representative users tested 206 e-commerce websites. The studies took place in the United States, the United Kingdom, Denmark, and China (Hong Kong).


Which License?

Individual

Purchase an individual license if the report or video will only be used by one person.

Customers who choose an individual license are not authorized to share the report or video with anyone else, or post it to any internal or external file server, website, or intranet. Individual License Terms

Group

Purchase a group license if the report or video will be used by multiple people within your organization.

Customers who choose a group license are authorized to post the report or video on internal file servers or intranets and make it available to others within the organization. The group license does not grant permission to make the report/video available to people not employed by your organization, the general public, or to post it to a publicly accessible website or file server. Group License Terms

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