In a shop, a customer can pick the product up, ask a question and check the price tag. Online, your product page has to do all of that on its own. When it doesn’t, people either leave or message you with questions the page should have answered.
Here are the details I check on every product page I work on.
Photos and media
1. Several clear photos
Show the product from different angles, close-ups of materials and details, and the product in use. Use consistent backgrounds and lighting so the store feels cohesive.
2. Show scale
Include a photo with something familiar for size, or someone wearing or holding it. “How big is it really?” is one of the most common questions.
3. Fast-loading images
Big product photos slow pages down on mobile data. Compress them and let the zoom view load the larger version only when someone asks for it.
Information
4. A specific product title
Include what it is and the key attribute: “Cotton kurta, block-printed, sky blue” beats “Summer Collection 07”. Specific titles help both shoppers and search engines.
5. A clear price, including what’s extra
Show the price prominently, and mention delivery charges or taxes before checkout. Surprise costs at the last step are a common reason people abandon a cart.
6. A short description that answers questions
Start with what it is and who it’s for, then use bullets for materials, size, care instructions and what’s included. Write like you’d explain it to a customer in person.
7. A size guide or measurements
For anything that has to fit, a clear size chart (with how to measure) reduces returns and questions.
Choosing options
8. Easy variants
If a product comes in colours or sizes, let people see them. Colour or image swatches are much clearer than a plain dropdown, especially when there are many shades. That was the whole idea behind the swatches plugin I rebuilt for Yarn Vista.
9. Stock and availability
Make it obvious when an option is out of stock, and don’t let people add something you can’t send.
Trust and next steps
10. Delivery and returns, right on the page
A short line near the button: delivery time, cash on delivery availability, and a link to the returns policy. These are deciding factors for many shoppers.
11. Genuine reviews
Real reviews, ideally with photos from customers, answer questions you didn’t think of. Never invent reviews; shoppers can tell, and it damages trust in everything else on the page.
12. A clear button, and a way to ask
One obvious “Add to cart” button, visible without hunting on a phone. For people who still have a question, a WhatsApp or chat link nearby can save the sale.
Bonus: help search engines too
- Use unique descriptions, not copy-pasted manufacturer text across many products.
- Add descriptive alt text to product images.
- Make sure product structured data (price, availability, reviews) is output correctly so search results can show it.
Where to start
Look at your messages from the last month. The questions customers ask most are the gaps on your product pages. Fix those first.
If you’d like me to review a few of your product pages, get in touch. You might also find my store launch checklist useful.