An e-shop product page has to answer everything a customer needs to know before buying: what exactly they are getting, what the product looks like and how big it is, what they will pay including delivery, when it will arrive and how they can return it. Below you will find a 15-item checklist, an approach to photos, variants and specifications, the mandatory information under consumer law, structured data for Google and a simple phone test.
The backpack looks good, the price is acceptable and the add-to-basket button is impossible to miss. Yet you don't buy. You don't know whether your laptop fits inside or whether the zip will survive daily use. Another animation or a bigger discount won't answer those two questions.
The page looks a little different for every range: someone buying shoes has different doubts from someone buying a spare part or software. Here I focus on the detail page of a single physical product, not on the whole e-shop optimisation process.
Next to the name and price it must be clear which product and variant the customer is buying. Photos show the whole item, its scale and important details. Specifications help confirm suitability. Availability, delivery and returns are visible before the basket. Reviews are genuine and structured data matches the page. Check everything on a phone with real products.
Checklist: 15 elements of a product page
| Element | Question it answers | How to check it |
|---|---|---|
| Name with type and variant | What exactly am I buying? | The name differs from a similar model |
| Price including VAT | How much will I pay? | The price changes with the variant if it differs |
| Unit price | Is the bigger pack worth it? | For goods sold by piece, litre or metre |
| Add-to-basket button | How do I buy? | Reachable on mobile even after scrolling |
| Availability and delivery date | When will I have it? | Matches real stock and the carrier |
| Photos of the whole, scale and detail | What does it look like and how big is it? | At least one shot shows the size |
| Video (optional) | How is it used? | Only when it shows something a photo can't |
| Variant selection with buttons | Do I have the right size and colour? | Unavailable variants are clearly marked |
| Specification table | Does it meet my requirements? | Data matches the manufacturer's spec sheet |
| Description of use | Is it for me? | Your own text, not a supplier copy |
| Size guide | Which size should I choose? | For clothing, footwear and products with dimensions |
| Delivery, payment and returns | What happens after I order? | Delivery price and a link to the returns process |
| Reviews and ratings | How did it work for others? | Number of reviews and their origin |
| Questions and answers | What if I want to ask something? | Contact or a question form right at the product |
| Accessories and alternatives | What else will I need? | Genuinely related products |
You don't need all 15 at once. Start with the ones missing on your best-selling products and that customers ask about by email or phone. Every repeated question is information missing from the page.
How e-shops are doing
In its product page benchmark (over 30,000 usability scores across more than 155 e-shops, updated March 2026), Baymard Institute reports that only 38% of sites reach a "decent" or better level on mobile. Among the most common issues:
- 57% of sites don't use buttons for size selection,
- 37% don't have photos showing the product in scale,
- 81% don't show a price per unit for goods sold in varying quantities.
The benchmark mainly covers large international stores. If even they make these mistakes, they are worth checking first on your own site: size buttons, a photo in scale and a unit price are inexpensive fixes.
The first screen must make the offer clear
A visitor should quickly recognise the product, its main benefit, the price and the next step. There's no need to cram the whole specification into the first screen. But they do need to understand what the displayed price means and whether they have already chosen the right variant.
For the backpack, a short line about its purpose can sit next to the name: a city backpack with a separate laptop compartment. Use it only when it matches the product. "Premium quality for every day" on its own won't help anyone choose between two models.
Check the variants too. Changing the size or colour must update the matching photo, price and availability if they differ. Offer variants as buttons rather than hidden in a dropdown, and mark unavailable ones. You can't present an unavailable size as ready to ship just because another size is in stock.
On mobile, a sticky bar with the price and add-to-basket button that appears once the main button scrolls out of view is worth having. A customer who reads through the specifications doesn't have to scroll back up. The bar must not cover content or the cookie banner, and it must respect the selected variant.
Each photo should answer a different question
Five near-identical front shots are not a rich gallery. Think of photos as answers: what the product looks like, how big it is, what the surface is like and how it is used.
For the illustrative backpack I would prepare an overall shot, a photo on a person for scale, the open interior, a zip detail and a view of the back and straps. The photo must match the variant being sold. Accessories that are not included should be clearly separated in the text.
Zoom must let customers inspect a real detail. A stretched small thumbnail only enlarges the blur. For selling a specific product, use faithful images of the actual item; an illustrative scene in an article is no substitute for its catalogue photography. Details are in the guide to product photos for an e-shop.
Translate specifications into practical use
Dimensions of 44 × 30 × 14 cm are useful. The size of the inner compartment may matter even more to a laptop owner. Don't rely only on the device's screen diagonal when the outer dimensions decide.
The specification table and the description should complement each other. The table allows comparison; a paragraph explains limitations or how the product is used. Instead of a pile of adjectives, write what the product can withstand, how to care for it and who it is not for, if you have verified this with the supplier.
A supplier description appears on a hundred other shops. Your own text with practical information helps both the customer and search, because it answers questions the generic copy leaves out. Start with the products that sell the most.
For clothing and footwear, the specifications should include a size guide with instructions on how to measure. If sizes differ by brand, say so right at the product. A wrongly chosen size is a typical reason for returns.
Before publishing, compare the description with the packaging, the spec sheet and the manufacturer's information. When sources disagree, clarify the figure. Automatically generated copy must not add unverified water resistance, load capacity or compatibility.
Delivery and returns are part of the decision
"In stock" and "with you tomorrow" are not the same information. The second depends on order time, carrier and delivery location. State a promise your operation can actually keep and explain the conditions where needed.
For distance sales, the Czech civil code (implementing the EU Consumer Rights Directive) requires that the consumer knows, before ordering, among other things the total price including taxes and fees, delivery costs and the conditions for withdrawing from the contract (§ 1820). The consumer can withdraw within 14 days of receiving the goods (§ 1829). On the product page, therefore, show the delivery price or how it is calculated, the available delivery methods and a link to a clear returns and complaints process. Your terms should match your product range.
For bulky or made-to-order products, explain the specifics right at the offer. Important restrictions hidden only in a long document cause surprises at checkout or after the order.
Reviews, questions and trust
Show reviews with truthful information about their origin and the number of ratings, not just an average star score. If a product has no reviews, don't invent them. Czech consumer protection law requires you to state, right where reviews are published, whether and how you verify that they come from real customers; publishing false reviews or presenting unverified ones as verified is a misleading commercial practice (Czech Trade Inspection Authority).
An accurate description, your own photos of the real goods, an available contact and specific answers to questions all help. A questions-and-answers section at the product (or just the three to five most common questions) saves time for you and the customer and shows there is a person behind the shop who knows the product.
Offer accessories and alternatives based on a real connection: a rain cover for the backpack, not a random bestseller. When a variant is sold out, offer the closest available alternative or a back-in-stock notification.
Structured data for Google
Product structured data helps Google understand what a page sells. Google distinguishes two main cases:
| Type | For which pages | Required properties |
|---|---|---|
| Merchant listing | Pages where the product can be bought | name, image, offers with price and priceCurrency |
| Product snippet | Reviews and comparisons where you can't buy | name and one of review, aggregateRating or offers |
For an e-shop, the merchant listing is what matters. Recommended properties include availability, brand, description and aggregateRating. The data must match what the visitor sees: a different price in the data than on the page is an error, not a trick. Shoptet and Shopify generate basic product data themselves; check it in the Rich Results Test and add what is missing.
A simple phone test
Give someone who doesn't know the product a specific task: "Choose the variant for your device and find out when and for how much you can get it." Watch where they stop. Don't immediately tell them where the table or switch is.
Write down the missing answers and fix the ones that block the decision first. Check legibility of specifications, variant switching, photo zoom and adding the right item to the basket. One observation is a pointer for a change; the impact on sales is decided by measuring the conversion rate before and after.
Start with a few important products, verify the data and then extend the approach to the whole catalogue. Elements such as specifications, variants and related products can be set in the Shoptet and Shopify admin; a size guide, a sticky add-to-basket bar or a custom detail layout I handle by customising the template.
How much a product page update costs
| Scope | With me | What it includes |
|---|---|---|
| Individual changes on Shoptet | €40/h | For example a sticky basket, size guide, gallery adjustments |
| Quick Fix redesign | from €1,000 | UX audit of checkout and product pages, visual refresh, Product schema |
| Custom e-shop | from €3,200 | A product detail designed from scratch around your range |
If you're not sure where to start, send me links to your three best-selling products and we'll agree which of the 15 elements are missing and what is worth fixing first.
Frequently asked questions
What should an e-shop product page include?
A clear name with the variant, the price including VAT, photos of the whole item, its scale and details, variant selection, a specification table, your own description of use, availability and delivery date, the delivery price, a link to returns and complaints, genuine reviews and an add-to-basket button reachable on mobile. Depending on the range, add a size guide, video or questions and answers.
How many photos should a product have?
As many as it takes to answer the customer's questions. For a typical physical product, that means an overall shot, a photo in scale (on a person or next to a familiar object), a material detail and a view of the important parts. Five near-identical front shots don't help more than one.
Should I write my own descriptions when I have supplier copy?
For your best-selling products, yes. The same description appears on many other shops, so it doesn't set you apart. Your own text with practical information (who the product is for, what it withstands, how to care for it) helps both the customer and search. Always verify technical data with the manufacturer.
Does the product page need to show the delivery price?
The consumer must know the delivery costs before ordering (§ 1820 of the Czech civil code). The simplest approach is to show the delivery price or the free-delivery threshold right at the product, or link to a delivery overview. High extra costs (shipping, fees) are, according to Baymard research, the most common reason people abandon an order.
Will structured data improve my rankings?
Structured data does not directly raise rankings. It helps Google understand the price, availability and ratings correctly and makes the product eligible to appear with these details in results. For an e-shop the merchant listing data matters (name, image, price, currency), and it must match what is visible on the page.
Is a sticky add-to-basket button on mobile worth it?
On longer product pages it usually is: a customer who reads through specifications and reviews has the button at hand and doesn't have to scroll back. The bar must respect the selected variant and must not cover content. Test it on a real phone, not just in a browser preview.
Sources
- Baymard Institute: the current state of product page UX
- Baymard Institute: cart abandonment reasons
- Google: product structured data (overview)
- Google: merchant listings
- Google: product snippets
- Czech Trade Inspection Authority: consumer reviews (Czech)
- Czech civil code, distance contracts, § 1820 and § 1829 (Czech)