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Imagine you’re at a retail store outlet of a reputed brand. You casually enter the shop and begin to browse through. 20 minutes later, you find yourself checking out a product worth half your month’s salary! What prompted you to do so? The setup of the store – the right product at the right place, the right lighting, and store user experience. Now imagine the same for an e-commerce store. You are casually browsing through the site and finally, find a product which appeals to you. You click on it and bam! The product page instantly drives you away!

Consider the retail store scenario. How would you feel if your size isn’t available for the only product you like? Or that you don’t have an option to follow up on availability? Or if they didn’t have a similar product in your size? You’d probably go “oh, man!” and look for an alternative at another store. What happens the next time someone asks you about the same store? You’ll share your sad experience and probably think twice before stepping foot again in the same store! Likewise for an online store.

Product Page UX
Product Page UX

In Scale Image

At a physical store, you precisely know the size, dimension, look and feel of the product. However, on an online store, you can only rely on the listed information and use your discretion. If they don’t show you an in scale image of the product, you can only rely on the dimensions and judgment to determine how the product will look like. Say, you want a backpack. You find an amazing deal on this site but are not sure how will it compliment your image. Solution? In-scale image!

H&M Product Page UX
H&M Product Page UX
Amazon Product Page UX
Amazon Product Page UX

Amazon cared enough to show how the bag will look in reference to the audience! When deciding about the scale, it’s important to consider the usage of the product. Will the product be worn over something or used independently?

Out of Stock Products

Yes, products can go out of stock. Logistics, inventory, everything has their limitations. However, instead of outrightly telling me the product isn’t available, I’d appreciate if you gave me a timeline for when the product will be available. Or in the case of online shopping, let me buy out of stock products temporarily and make me aware with the delivery/shipping time constraints!

Out of stock is a UX dead-end.
Out of stock is a UX dead-end.

There is no way out of the “Out of Stock” page! If they don’t perform an action here, they fall off the funnel! Prevent this funnel leakage by taking an appropriate call to action.

Free Shipping

How many times have you seen “Free shipping” with an asterisk? Oh yes, you can save Rs. 50 on shipping if you purchase for Rs. 1500. Then, tell me so! Don’t fake promise free shipping! I purchase a product worth Rs. 1400 just to realize at the check-out page they chose to add delivery charges. It’s a tradeoff between buying something I don’t need for 100 bucks vs. 50/- delivery charges! Why won’t you just be upfront and tell me the threshold before I actually start shopping?

Come on, guys, we can take the news!

Reviews and Ratings

Yes, I read the reviews and form judgment based on them! However, I’d be rather worried if I don’t find reviews or ratings at all; a practice which a lot of e-commerce stores are adopting. Yes, we understand reviews come with the entire jazz of fake/genuine reviews, paid reviews, sentiment analysis of reviews, etc. But you can always start off low. Just show me an average rating and review summary section, like Amazon does!

Review distribution
Review distribution

How do you expect me to trust a product is “best-selling” if you don’t let me hear it from people itself! Gear up, guys!


Okay, I have certain questions about the product. It’s a good practice that you chose to clarify the fundamental site authored questions, but what about my specific concerns? I’m sure someone else also wants to know whether your cream will suit a sensitive skin or not! Or someone else must have had a similar doubt. Why not list all of them down along with the fundamental FAQs to aid like-minded people to understand the product?

Upsell and Cross-sell

Complete your look suggestion
Complete your look suggestion – Cross-selling
JC Penney Product Page - Upselling
JC Penney Product Page – Upselling

Upselling is the practice of encouraging customers to purchase higher end alternatives to the same product whereas cross-selling invites customers to look at complimentary or related products.

While upselling or cross-selling at an inappropriate event drive customers away, using them in the right places can skyrocket your sales! Allow a section with just “similar products” and one with just “complementary products”. Based on your discretion, choose how you want them to work for you. For instance, you can add separate sections for upselling and cross-selling on the product page. You may also choose to show complementary products only once the user takes an action on the product page. Whatever you choose, do not overwhelm the user with your suggestions or you’ll scare them off!

Happy shopping!

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