A product page sells when it answers every question a shopper would ask in a real shop: what is it, what does it look like, will it fit or suit me, what does it cost with delivery, when will I get it, and can I send it back. A page that leaves one of these unanswered sends the shopper to a message, to another shop, or away. This guide goes through the page from top to bottom.
What a product page must answer
| The shopper's question | Where the page answers it |
|---|---|
| What is it? | The product name |
| What does it look like? | The photos |
| Is it right for me? | The description, sizes and options |
| What will I pay? | The price and the delivery fee |
| When will I get it? | The delivery time |
| Can I trust this shop? | Reviews, the returns policy, contact details |
| What if it is wrong? | The returns policy |
The product name
Say what the product is first, then the detail that sets it apart: material, size, colour or model. "Stainless steel water bottle, 750ml" is found by people searching and understood in a second. A clever name with no meaning is neither.
Photos
Photos do most of the selling, because the shopper cannot pick the product up.
- Use natural light. Near a window, without flash.
- Use a plain background for the main photo, so the product is the only thing in it.
- Show it from several sides, and close up on the material or the detail.
- Show it in use or for scale: worn, held or beside something familiar.
- Keep every photo the same shape, so your category pages look tidy.
- Show the real product. A photo taken from another website brings returns and bad reviews.
Three to five photos suit most products.
The description
Start with one or two sentences on what it is and who it is for. Then list the facts.
- Size, weight and measurements
- Material or ingredients
- What is in the box
- How to use or care for it
- Warranty, if there is one
Write for the person, not for the search engine. "Keeps drinks cold through a school day" tells a parent more than "superior thermal performance".
Options
If the product comes in sizes or colours, let the shopper choose on the same page, and show a photo of each colour. Give a size chart with real measurements, because "medium" means something different in every shop.
Price, delivery and stock
- Show the price clearly, and the old price beside it if it is on sale.
- Show the delivery fee, or how to work it out, before checkout. An unexpected fee at the last step is one of the main reasons shoppers leave.
- Say how long delivery takes.
- Say when a product is out of stock, and do not let it be ordered.
Trust
- Reviews from real buyers, including the less good ones. A product with only perfect scores looks arranged.
- A returns policy in plain words: how many days, in what condition, who pays the postage.
- Contact details: a phone number or chat button on the page.
- Secure payment marks from the providers you really use.
Mistakes that lose the sale
| Mistake | What happens |
|---|---|
| One small, dark photo | The shopper cannot judge the product and leaves |
| A description copied from the maker | It reads like every other shop, and answers nothing |
| No delivery fee until checkout | The cart is abandoned at the last step |
| Out-of-stock items still on sale | Refunds, apologies and a lost customer |
| No returns policy | First-time buyers do not risk it |
Check the page on a phone
Most of your shoppers will see it there. Open the page on your own phone: are the photos sharp, is the price visible without scrolling far, and is the buy button easy to reach with a thumb?
How Ceylumen Commerce helps
In Ceylumen Commerce each product has a photo gallery with zoom, options such as size and colour, ratings and reviews from buyers, and a wishlist and compare button. Stock is counted on every order, so a product that has run out cannot be sold. You can add products one at a time or upload many from a spreadsheet. It costs from LKR 2,990 a month hosted for you, or LKR 69,999 once to own it.
The short version
Name the product plainly, show it well, state the facts, and put the full price and delivery time on the page. Add real reviews and a clear returns policy. Then look at it on a phone, as your customer will.