f2

Clean product details at a glance

Site Genre: Pattern Group f

magnify imageFigureF2.1 Room & Board’s product details page highlights the most important information high on the page to make sure it appears above the fold. The site also makes it easy to find the same product in different sizes and colors, as well as find related pieces of furniture that match the current product.

Background

Every PERSONAL E-COMMERCE (A1) site must allow customers to view details about the products it sells because customers will demand that information before they feel comfortable to proceed with a QUICK-FLOW CHECKOUT (F1). This pattern provides the framework for all product pages.

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PROBLEM

When shopping, customers want to see product details to help inform their buying decisions. They must also trust a seller before deciding to make a purchase. Many sites do not provide enough in-depth information about their products, or they project an untrustworthy image.

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SOLUTION

magnify image FigureF2.5 A good product description page puts the key product details such as the description, a thumbnail, and the price above the fold and additional information below the fold.

Provide in-depth information in a grid layout. Keep important items that every customer will need above the fold, such as general navigation, product thumbnails, needs-based descriptions, prices, an options pick list or a link to a configuration page, product ratings and delivery time frame, the Add to Cart action button, and links to more detailed information, even if the information is simply farther down on the page. Put secondary items, such as a full product description, reviews, related products, and a product comparator, if possible, below the fold.

Other Patterns to Consider

Keep the product details page consistent with other SITE BRANDING (E1), and build it with a PAGE TEMPLATE (D1) in a GRID LAYOUT (I1). Make sure the key elements are ABOVE THE FOLD (I2), and put them in CONTENT MODULES (D2) for database updates. Show links to your return policy to ensure EASY RETURNS (F9) and to assure customers that they can change their minds if they’re not satisfied. Provide Add to Cart ACTION BUTTONS (K4) to keep the shopping experience moving through the PROCESS FUNNEL (H1). For all product detail information, make a PRINTABLE PAGE (D8).

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