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How to build user-friendly product listings

August 20 2019

If you operate an eCommerce website, always ensure your product listing pages contain the right attributes. A large portion of your customers will go to product listings to find out whether or not your site carries a suitable product.

If you fail to provide this, you’ll see an unnecessary drop off before users even reach the actual products.

The key purpose of product listings is to allow visitors to seamlessly find products of interest within the category (and at the same time disregard products not of interest). This may take, filtering, sorting and comparing products. The first step, however, is to figure out which the most important product attributes are.

Providing clear-cut guidelines on exactly what you should present is obviously hard. It all depends on your industry, audience and product range. That said, there are some key features that a majority of e-commerce should include.

Important attributes to highlight in product listings

1. Price

Price is perhaps the single most important attribute to show in the product listing – and most site owners know this. Finding an eCommerce website without price information is quite hard.

Make sure the price is highlighted in the listings. And if you can’t provide this for some reason, make sure you explain why.

2. Images

In some industries, say, fashion and home decoration, images are nearly as important as price. Visitors choose product based on how they look. But this goes for almost every industry: have unique images and thumbnails for all your products. If a couple of images are missing, users instinctively feel that the presentation is incomplete and you’ll probably see lower click-through-rate on these.  

Design a frictionless shopping experience for your users. Download our  'E-Commerce Website Design Guide'.

3. Product Title

In many industries, the actual name of the item accurately describes the product. In the example below, Zappos.com has decided give their Adidas shoes their real names, and since visitors probably are familiar with Stan Smith, Gazelle, Samba and other legendary Adidas models, this is of course the right choice.

Product Listings

In other industries, the name of a product might not provide sufficient information. Let’s look at three HDMi to DVI adapters from Amazon.com as an example.

Product Listings.png

Looking at the first title, it’s impossible to understand what the product does – it’s just a TOWABO. B072QL1WKC (?). The title of third product, however, is far more descriptive and instantly tells us what the product is for. When your visitors care more about the function than the name, consider having a more descriptive title. 

4. Key Features

For certain categories, there will be features people often compare and base their decisions on. In that case, you should present these features right in the category listing so that users can identify (and disregard) products without having to click on them.

 What features you choose to present obviously depend on the product range. The key is to go through all categories on the site to identify a couple of features for each listing that are vital when choosing products. For furniture, it could be material and dimension; for TVs it could be display size and resolution; for wine it could be grape and producer etc.

Again, the reason for doing this is to make it easier for users to find suitable products right on the category page.

5. Don’t Overdo It!

An equally important aspect is not to overload your products with information. When it’s too much, and the listing gets cluttered, it becomes hard to navigate on the page. As a rule of thumb: When you stick to thumbnail, name of product, two-three key features and price, you probably have a decent amount of information.

When you have your product descriptions in place, the next step is to think about which filtering options you should have on each category to make it even easier for users to narrow down their options.

Before that work begins, this is a must read for all webmasters.

E-commerce Website Design Guide


eCommerce Site-Search

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