The beauty is in the detail. Below are the best practices for presenting your product details along with a selection of the top product pages from around the web.
- Capitalise the first letter of each word.
- Do not capitalise conjunctions (and, or, for), articles (the, a, an), or prepositions with fewer than five letters (in, on, over, with).
- Use numerals (2 instead of two).
- State the number of items in a bundled product (e.g pack of 10).
- Keep it under 200 characters, but make sure to include critical information.
- Do not include price and quantity.
- Do not use ALL CAPS.
- Do not include promotional messages, such as “sale” or “free ship.”
- Do not include subjective commentary, such as “Hot Item,” or “Best Seller.”
Key product features
- Highlight the top five features that you want customers to consider. For example:
- Age appropriateness
- Country of origin
- Warranty information
- Begin each bullet point with a capital letter
- Write in fragments and do not include ending punctuation
- Write all numbers as numerals
- Separate phrases in one bullet with semicolons
- Spell out measurements, such as inch or feet
- Do not use hyphens, symbols, periods, or exclamation points
- Do not write vague statements; be as specific as possible with product features and attributes
- Do not include promotional and pricing information
- Describe the major product features, such as size, style, and what the product can be used for
- Include accurate dimensions, care instructions, and warranty information
- Use correct grammar, punctuation, and complete sentences
- Do not include any of the following types of information:
- Seller name
- E-mail address
- Website URL
- Company-specific information
- Details about another product that you sell
- Promotional language such as “SALE” or “free shipping”
- Have pure white backgrounds
- Have at least 1,000 dpi, so that it won’t turn fuzzy when customers zoom in on your image
- Show the entire product, and have the product occupy at least 80 percent of the image area
- Include only what the customer will receive
The Shining Lights
“Show me some examples” I hear you cry. Below are a handful of brands that are on the money.
Hunters are putting the cool back into wellies with these brilliantly visual product pages.
Ok, admittedly, they’re one of our clients but I love the simple, clean and functional design of Scruffs’ WorkWear product pages.
MVMT Watches do a great line in sleek and stylish watches. No great surprise then that their product pages are also just that.
Brandoutlet.com is a classic example of a fashion product page where the beauty is in the detail.