What must be visible without scrolling
On mobile, the first screen of the product page decides whether the user stays or leaves. It needs the main image, the product name, the price, the variants (size, colour) and the buy button. If the user has to scroll to find the button, you've already lost some of them.
- A clean main image and a gallery showing detail, use and scale.
- A clear final price, including tax, with any discount visible.
- A visible variant selector, with stock alerts by size or colour.
- Delivery time and cost next to the buy button, not at checkout.
- Average rating and number of reviews linked to the reviews.
Images that sell
In an online shop, the photo replaces touching the product. A good gallery combines the packshot on a neutral background with detail shots (textures, finishes, stitching), in-use or lifestyle shots and, when scale isn't obvious, a photo that shows it.
In fashion, model shots work well, with the size the model is wearing stated. For technical products, short videos and 360º views help. All images should be compressed so they don't slow down loading.
Copy that answers questions
The description shouldn't repeat what the photo already shows. It should answer the questions customer service receives: dimensions, materials, compatibility, how to use it, how to care for it and who it's designed for. Those questions are the best content list for the product page.
A useful structure: two or three lines with the main benefit, a scannable list of features and an FAQ block. That same format is what search engines and AI assistants read best.
Trust: reviews, delivery and returns
Reviews from other customers, with photos where possible, reduce uncertainty more than any brand copy. Show them on the product page, not just in a hidden tab, and reply to the negative ones too.
The returns policy, available payment methods and trust badges should be visible near the buy button. They answer the last objection before adding to basket.
How to know if it works
Before changing anything, measure: add-to-basket rate per product page, gallery use, clicks on the size selector and drop-off. Heatmaps and session recordings show where users get stuck.
With clear hypotheses, test changes with A/B tests when traffic allows, or with before-and-after comparisons when it doesn't. What isn't measured becomes just another opinion.
Frequently asked questions
How many photos should a product page have?
Enough to answer the customer's visual questions: as a guide, a clean main image, several detail shots and at least one showing use or scale. In fashion, model shots too.
Is a long or short description better?
Better a description that answers real questions in a scannable format: main benefit, list of features and FAQs. Length is determined by what the customer needs to know.
Where should I show delivery costs?
Next to the price or the buy button. Discovering the delivery cost at checkout is one of the most common causes of abandonment.
Retention Manager at Webimpacto. Works with brands that sell online so their customers come back to buy again: apps, loyalty, conversion and repeat purchase measured in sales.