Product page checklist for an e-shop
What a product page needs so a visitor can decide: name, photos, price, availability, variants, delivery, returns, reviews and speed. A practical checklist.
The product page is where the decision happens. A visitor arrives, often from a search, and wants quick answers: what is it, how much is it, can I get it, and what if it is not right? This is the checklist I use when I build or review a product page.
The essentials
- Name. Clear and specific. Include what a customer would type into a search: the type of product, the brand, and a key attribute such as size, colour or model. An internal code alone says nothing.
- Photos. Several images from different angles, and one that shows the scale or the product in use. Photos should match what is delivered. Compress them so the page stays fast.
- Price. Visible next to the buy button, with a note on whether VAT is included. If you show a sale price, make sure the original price is a real one.
- Availability. In stock, or how long it takes if not. Do not offer an add-to-cart button for something you cannot sell.
- Variants. Size and colour chosen on the same page. Unavailable choices are marked clearly, and the photo changes with the colour.
- Description. The short answer first, details after: materials, dimensions, what is in the box. Use lists for specifications.
What removes doubt
- Delivery. The cost and time near the buy button, or a clear link to the delivery page. See delivery options for an e-shop.
- Returns. One plain sentence and a link to the full terms. More in returns and terms pages.
- Payment methods. Show the accepted ones, so the customer knows before the cart.
- Contact. A visible email or phone number for questions.
- Reviews. Show them if you have real ones. With none, it is better to show nothing than to invent them.
The technical side
- The page loads quickly on a phone. Oversized images are the usual cause of slow pages, as I explain in what slows a website down.
- The buy button is visible on a phone without long scrolling.
- Each product has its own address and its own page title, so it can be found and shared.
- Related products appear only where they genuinely help.
How to use the list
Take three of your best-selling products and go through them one by one, ideally on your own phone. Gaps are easy to spot when you look at the page as a customer. I build the structure of the page and make sure it works well; the photos and the product texts come from you.
If you plan a new shop or want to improve an existing one, write to me or read about e-shop development.