Product pages that actually sell: what needs to be there
The product page is the last stop before the cart. Someone clicked because they're interested. Your job is not to kill that interest and to give them everything they need to place an order.
Photos - at least four, and all of them useful
One picture on a white background is not a product page, it's a placeholder. Buyers want to see the product from different angles, at scale, in use.
Minimum four photos: overview, close-up of an important detail, product in hands or in context, packaging if it's part of the value. For clothing a model is mandatory, for electronics show ports and controls.
Common mistake - images compressed to pixels or photos scraped from another site in low resolution. If someone can't examine the product, they leave for a competitor. Upload originals at least 1500 pixels on the long side.
Price, stock, and delivery time - front and center
These three parameters should be readable in one second, above the fold. Price large, no asterisks with conditions in fine print below. If the item is out of stock, say when it's expected, not 'contact our manager'.
State delivery time specifically: 'tomorrow by 6 PM' works ten times better than '1-3 days'. Same for pickup - warehouse address, hours, whether there's parking.
One 'Buy' button, high contrast, with an action word. Not 'Learn more', not 'Get price' - buy, order, add to cart.
Description - answers to questions, not copy-paste from the manual
Someone arrived with a specific task. For a drill that's drilling concrete or wood, for a coffee machine it's how many cups a day and how loud. Write about the task, list specs below.
Bad description: 'This model combines modern technology and high-quality construction.' Good: '750W is enough to drill concrete up to 13mm without a hammer drill. Weighs 1.8kg - your hand won't get tired after an hour of work.'
Don't copy text from the manufacturer's site - people have already read it at competitors. Write your own: what matters to the buyer, what questions the product answers, what people usually buy with it.
Specs in a table - so people can compare
Buyers open several tabs and compare. If specs are scattered through text or missing entirely, you're out.
A parameter table should always be there: dimensions, weight, material, power, what's included. Even for simple products - a t-shirt gets a size chart, fabric composition, care instructions. For electronics - all numbers from the manual.
Name parameters identically across all cards in a category. If one laptop says 'RAM' and another says 'Memory' - comparing is awkward, people go where the tables are consistent.
Reviews with photos - or honestly none at all
Reviews work when they're real. Five glowing texts with no photos, names like 'Maria' and date 'yesterday' read as fake. Better to have no section at all than that.
If the product is new and there are no reviews yet, say so: 'On sale since January 15, reviews will appear after first purchases.' Don't make them up.
When reviews exist, show the bad ones too, with store responses. A page with a 4.6 rating and visible work on problems is more convincing than 5.0 and universal praise.
'Bought together' block - only if it genuinely fits
Upsells work when they're logical. Suggesting drill bits and a case with a drill - fine. Suggesting a hammer drill with the same drill - people get confused and leave.
Don't shove more expensive products in this block hoping to raise the check. Show what people actually buy: for a coffee machine that's filters and descaler, for a phone - case and screen protector. Three or four items, no more.
If you don't have purchase data, leave the block empty. A random selection just distracts.
Mobile version - more than half your traffic comes from there
Open a product page on your phone right now. If photos don't swipe, the 'Buy' button is three screens down, text is tiny - you're losing orders every day.
On mobile everything should be larger and closer to the top: price, stock, order button, first photo. Description can collapse under 'Read more', specs too. People scroll fast - catch them in the first screen.
Easy check: send yourself a link to the page in a messenger, open it on your phone, try adding the product to cart. If it takes more than three actions - simplify.
What we do at EFIMOV DEV
We build e-commerce sites on React - this lets product pages load fast and adapt to any screen without lag. We design page structure for the specific niche: clothing needs certain blocks, electronics needs others.
Price range is published on the site, exact estimate comes after a brief when we understand how many products, what integrations, whether marketplace export is needed. The person leading the project is the one building it - no chain of intermediaries.
If this is already on your plate, here is how we do it end to end: Custom online store development.
Frequently asked
How much text should be in the product description?+
Enough to answer buyer questions. For a simple product that's two paragraphs, for complex ones five or six. If people still call to clarify basic things after reading - the description is bad.
Do we have to shoot photos ourselves or can we use manufacturer images?+
Manufacturer photos work, but add at least two of your own - product in packaging, close-up of a label or nameplate. This shows the item is actually in stock and removes doubt.
What about products that are out of stock?+
If the product is popular and coming soon, keep the page, state the restock date, and add a 'Notify when available' button. If it's not coming back, delete it - dead pages hurt your search rankings.
Should I duplicate information from specs into the text description?+
Key parameters yes, but in your own words. In the table you write 'Power: 750W', in description - 'enough power for concrete'. Table is for comparison, text is for understanding the task.