117 Things To Include In Product Sales Pages Or E-commerce Site Pages

1.     Headline:

The headline is usually what captures the attention of the prospect. It is usually at the top of the page. It does not necessarily have to be just the name of the product that is being featured on the page. It could mention a benefit or something that would just interest the prospect.

2.     Title:

This is usually the name of the title (name) of the website, the category that has the product, section of the website that you are currently a


t and/or the name of the product and anything else you might want to feature in the title.

3.     Breadcrumbs – navigation:

The navigation that is on the top of the page called the breadcrumbs and its format is usually the path of the current page from the home page. This tells you where you are on the website. It helps you navigate to any of the pages from the homepage to the product page.

4.     Price:

This is the price of the product or service being sold, either a single unit of it or multiple units. It could also mention the price for different models, colors or with other add-ons.

5.     Availability (In stock or out of stock):

This information tells the users if the product is available (in-stock) or not. Sometimes, even the number of units that are available is mentioned.

6.     Payment methods:

This is the payment methods that are available or accepted by the vendor for the product that is being sold. Usually the methods included are credit cards, debit cards, Checks, online transfer (online banking), other online payment methods (like PayPal, Moneybookers, etc).

7.     Add-ons:

You would have to mention what add-ons go with the main product and therefore have the option of buying. This is presented as options right on the product page along with the product.

8.      Shipping Information:

This informs you about the shipping options available for the product.

  • The shipping costs
  • The carrier that is used for the delivery
  • Availability of local or international shipping
  • Availability of express or standard shipping
  • Sometimes, you can even choose the kind of packaging you want
  • The shipping time
  • The locations they ship to

9.       Product Description:

This includes a small description of the product that is being sold. The description includes basic information about the product or service being featured on the page.

It usually answers the following questions about the product:

  • What is it?
  • What problem does it solve?
  • Why was it made?
  • How was it made?
  • A little background information about it
  • Who is behind it (inventor, manufacturer, distributor, author, publisher, producer, etc)
  • Different uses of the product


10.       Product Details Or Specifications:

Here the product details or the specifications are mentioned. Things like:

  • What materials were used?
  • What are the dimensions?
  • What is the weight?
  • How can it be cleaned or washed?
  • Spare parts are mentioned
  • Electrical output required
  • Power consumption

11.       Size Information:

For several products you would have to mention the varying sizes that they come in. You would have to include the size (dimensions) in different units of measurement.

Sometimes, you would also have to mention the varying prices for the different sizes. You would also have to show pictures/photos of the product in different sizes. The dimensions and units could vary depending on the type of product and its category.

12.      Color Options:

Show the product in different colors. Also, mention the products are priced differently for different colors. This would allow the users to know what color choices are available to them along with the pricing.

13.     Product Tags:

What are the tags for the products and what are the different categories the products come under. This is sometimes more useful and easier to use than categories. The users can browse the different products with the same tags.

14.     Proof Of Working:

You could show proof of your product working. This could be photos, screenshots or videos of the product working or in use.

15.      Show Speed Of Results:

If one of your product’s important selling points is how fast it produces results or gets something done, then show proof of that.

Ex: Mechanical instrument, acne, software, etc.

16.      Social Proof:

Social proof would increase the conversion rate.

You would have to show users:

  • How many units have sold?
  • How many people have bought it?
  • How far and wide it is sold and used?
  • How long it has been in use?
  • The different kinds of people who buy it and use it
  • Celebrity users and reviews
  • Authority figures using and reviewing it

There are several other things you could include here that is included under different titles below.

17.      Statistics:

You would have to provide statistics and marketing research information to support your statements and claims. This adds to the credibility of your product and brand. The sources for those statistics should be mentioned.

18.     Graphs And Charts:

Graphs and charts make the information or data visual and make it easy for you to understand and comprehend. The visual representation of information is several times more effective than normal textual representation because most people process information better visually.

19.     Citations and References:

If you are providing any statistics, technical information, any factual information or claim, then you need to provide the relevant citations and references.

20.     Testimonials:

Testimonials from customers are one of the most important pieces of proof that you can put up on your product’s salespage. Other users or customers explaining how they benefited from your product in their own words would easily convince other potential customers since they would be able to relate to them much more. It is also more credible than you talking about yourself or your product.

21.      Industry Accreditation:

If you have any industry accreditation then you need to display that as well. This could be anything from a trade or industry license to practice or membership to an organization or association, a certain position or role of authority,

22.      Experience:

The relevant experience possessed by the person involved with the product or service. This could be measured by the number of years, size of projects or who he has worked with, etc.

23.      Awards:

  • Any awards won by the product in any shows or contests (competition).
  • Awards won by the people who worked on the product or project.
  • Awards won by the company or the brand.

24.      Media coverage / Press:

Media coverage is always a huge credibility booster for any product. Any press that your product, your team members or company has received should be mentioned. For a young or relatively new company or product this is going to be more so important.

25.      Formal Expertise:

Mention the formal qualification of the people involved.

  • College education
  • Professional degrees
  • Professional certification
  • Any other formal training

26.      Track Record:

Another piece of information that would add credibility is the product, company, brand or team’s track record and past success.

27.       Proof Of Any Claim Made:

It is important to show the proof for all the claims that you are making on the product page or on your marketing. There is plenty of skepticism online and a lot of consumers have been burned by scams at one time or another.

If not, then you can be sure that they are atleast paranoid about it. It is best if you could provide proof (that has already not been covered) for all of the claims that you make on the product’s salespage.

28.      360 Degree Views Of Products (Photos And Videos):

It would be extremely useful if users could get a 360 degree view of the physical products that are listed in the website. It could be a video or just a series of pictures in different angles, or a flash module where people could just click and turn the product around.

29.       Photos And Videos In Different Situations:

Photos or videos of the product in different situations would be very useful for the users. This would include but not limited to:

  • The product placed at different places (during use)
  • The product in storage at different places (when not in use)
  • The product during transport (Is it easy to carry around or move around)

This lets the users have clear pictures in their head of what to expect when they get the product. It would also help determine the product’s size, how it would look when they have it in their home or carry it around.

30.       Step by step Explanation Of Usage Of Product – Photos And Videos:

A video or a set of pictures showing how to use a product along with text explanations could be extremely helpful to users in understanding the product better. There could also be an instruction manual that is available for download explaining how to use the product.

31.      Photos And Videos Of The Product When It Is Working:

A video or a series of videos showing how to use the product or how the product is used, a demo would be very useful to users. The visuals should be

32.    Photos And Videos Of The Product In Use:

Photos of the product in use or in operation would be useful.

33.    Tools To Zoom In On The Products:

You can zoom in on the products to look at certain features better. In some cases you might even want to see the texture of the surface. This might need higher resolution pictures or just pictures (and videos) where the camera was zoomed in.

34.   Product Ratings:

Product or item ratings are very common and popular these days. These ratings are useful in helping the users determine which products are popular and how popular they are. The format of the ratings could be either:

  • 1-5 star rating
  • ‘love this’
  • Upvote button
  • Like button, etc

The number of ratings would be a form of social proof that helps a user determine how good and popular a product is.

35.   Product Reviews (And /Or Comments):

This is a very popular, common and extremely useful feature that is available on most online stores. The reviews could be from either professional reviewers or in most cases from other users. These reviews are more trusted by users than product descriptions and advertising.

The reviews are what will mostly determine the user’s buying decision. A lot of users visit online stores just to read the reviews. Amazon.com is famous for its reviews that are descriptive, unbiased, helpful and sometimes even funny. There are websites which are predominantly focused on just reviews.

36.   Tools For Rating Reviews:

Even the reviews can be rated and discussed (commented on). This would give the product owners, sellers and other users a chance to give an opinion on certain reviews. They can respond to these reviews and give their point of view. It helps determine the credibility of the reviews. Amazon.com has this feature as so many other online stores.

37.   Sorting Options For Reviews:

There are sorting options for reviews like:

  • Most helpful comment
  • Least helpful comment
  • Highest rated review
  • Lowest rated comment
  • Most replied to review, etc.

This is very helpful for the users to go through the reviews quickly to find what they need. This feature is available on Amazon.com.

38.   Item Followers:

This feature would allow users to ‘follow’ items or products. This would help users in gauging the popularity of those products. It would also let users know if there are any changes made to the product page. This could also be similar to Facebook likes or other social media buttons.


This feature is used to bookmark (or save) a page or a section on the website and store it in your account where it can be retrieved later.

40.   Add To Wishlist:

You can save a certain product or a seller to a list (your Wishlist) so that you can view it later on. Your Wishlist can also be shared with other people.

41.    Similar Items:

This is a feature that will give users a list of products that are similar to a particular product. This list is generated by a recommendation engine or code that might be unique to the website.

42.   “People Who Liked This Also Liked”:

This feature is very similar to the “similar items” feature but the difference is that this lists the products that other people are buying, saving on their wishlists, liking, following and browsing. In other words, it is based on user behavior and not purely generated by an algorithm.

43.   Options For Gifting This To Someone Else:

If you would like to gift this product to someone else, then you can do that right from the product page. You can also choose to have the product gift wrapped. You would have to include another shipping address.

44.    Notify When This Item Becomes Available:

If a certain product is not available (out of stock or sold out) then you can just select this option so that you would be notified via email when that product becomes available.

45.    Units Converter:

This feature gives users the ability to choose any other measurement unit when they are buying. The units could be for length, weight, and volume and cloth sizes.

The conversion could also be for the prices of the products. If you are an international buyer and want the price of certain products in a different currency, you have the option for the conversion.

46.    Trustmarks:

These Trustmarks are marks/symbols that are a sign that your website has been tested and is safe for shopping by most security standards. The Trustmarks could be seals, certificates, symbols, logos or hyperlinks. The entity that is doing the testing and certification is a 3rd party security site which offers verification services.

47.    Live Chat:  

This option is present on every single page so that users can chat live with a customer service representative or technician when they have any questions during the purchase, when they are selecting a product or during checkout.

48.    Product Code:

The product code (which is unique for each product) would help customers help identify a product easily and quickly when they want to locate it again or in reference to customer service enquires.

49.    Flag Item:   

If a user finds a product inappropriate and feels it has to be removed due to any reason then they can use this feature. Or if they find something else is wrong,

The reasons could range from trademark violation, being offensive, spam, policy violation, scammer, not meeting the seller guidelines, or anything else.

50.   Statistics:

It would be useful if the product page has statistics related to the product like views, fans, product followers, social media shares, sales, downloads and as already mentioned ratings and reviews.

51.     Bundling:

Bundling or clubbing is when you are buying something and you are offered products that are similar or complementary bundled with the product you are buying at a discount. You could then, with just one click add the whole bundle to your cart.

52.   Seller Rating:

When there are other 3rd party (or independent) sellers selling on the platform or website, this feature would be very useful in choosing which sellers to buy from.

This feature allows the buyers to rate the sellers in different criteria based on their buying experience. Amazon and Ebay have this feature on their platforms.

53.    Follow seller:

The site might have an option for following sellers. If a user follows a seller, they will be notified of all discounts, deals and new products. The seller might also be announcing updates or new releases, etc.

54.   Other Items By This Seller:

You could also check out the other stuff that is offered by the sellers. If you had a good experience with that seller, you might be interested in sticking with them. They might be offering lower prices or free shipping or bonuses or they might have products that no one else has.

55.   Location:

Sometimes, the location of the 3rd party seller is important. Mentioning the address gives the seller credibility and trust. Buyers would be more comfortable buying from sellers that are located close to them and also knowing the address would make it easier to deal with returns or replacements and contact them if there are any problems.

56.   Contact Seller:

There must be a way to contact the seller directly from the website. This is usually done through a direct message or private message feature on the website. Added to this, mention the seller’s verified contact details on the website if required.

57.   Seller Testimonials:

Testimonials and ratings for the 3rd party sellers could be allowed and it would help users know if the seller has a good track record and is reliable.

58.   Date Added:

You would have to know the date the seller joined the website and started selling. Being a seller for a long time would add to the seller’s credibility. The date the products were added or listed should also be mentioned.

 59.   Payment Information:

All questions regarding payments should be very clearly mentioned either on the page:

  • What kinds of payments are accepted by the website or by the sellers?
  • What are the extra charges for the different forms of payment?
  • What time it would take to process the payments?
  • What name would show up in the credit card statement?
  • What are the options for international customers?

60.   Payment plan:

All questions regarding payment plans should also be mentioned clearly on the page:

  • If the price of the product is high, is there payment plan option available for the buyers?
  • Would the price differ if a customer wants to pay using a payment plan instead of paying it in a single payment?
  • What is the structure of the payment plan?

61.    User Account Login:

User accounts login form (before login) and user account information panel (after login) on top of the screen.

62.   Shopping (Buying) History:

This is a list of the products the user has bought or ordered recently from the website recently and is also called shopping history.

63.    Suggestions Based On Your Shopping (Buying) History:

This is a list of products that are suggested to you based on your shopping, buying or ordering history. Unlike other suggestion lists mentioned in this list, it is not based on viewing history or what other’s buy but based on the customer’s buying history.

64.   Add To Cart Button:

An “Add to cart” button is a must on each product page. This is a no brainer. If you have an online store with a shopping cart feature, you need to have an “Add to cart” button.

65.   Check Out Button:

A direct checkout button so that people can:

  • Just checkout whatever products are in the cart
  • Just go directly to the checkout for a single product without adding it to the cart (There might also be a “1 click ordering” button for this just like Amazon.com has).

66.   Opt-in Form Or Subscription Form:

Users could sign up for notifications, newsletters, sales, promos and discounts for the whole website or relevant sections/categories or just for that product.

67.   Social Sharing:

People can share a particular product or any page on any of the social media networks with their friends. This sharing feature will allow users to tell their friends what products they viewed or added to their wishlist or just purchased. It could be a “Tweet this” or Facebook “Like” button or anything similar.

68.    Contact Us Link:

This takes the user to the “Contact us” page where they can contact the customer service department or technicians using any of the ways listed. This link is usually at the footer.

69.   FAQs:

This is a long list of commonly asked questions are answered. There could be separate FAQs for the whole site, different sections or just for products.

70.   Feedback:

There should be way on each page for users to give feedback. The feedback is not just for the products sold by the website but also for all the 3rd party sellers on the website.

71.    Guarantee:

If the product has guarantees then clearly mention that in the product’s page.

72.   Bonus:

If there are any bonuses that are included with the purchase of the product then include that on the product page.

73.   Differentiation:     

How is the product different from other similar products? Explain about the differentiation and uniqueness of this particular product.

74.   Call To Action:

What is the call to action for buying or ordering the product on the page? This should be very clearly displayed on the product’s page.

75.   Benefits:

It is very important to list out the benefits the product provides to the customer. The benefits are different from the features. Users care more about the benefits to them than the product’s features.

76.   Discount:

If individual products have a discounted price, then it has to be clearly mentioned. You would have to mention the old price, the new discounted price and how much the user would save.

 77.   Terms Of Service Agreement:

If your website or business is offering /providing some kind of service, then you need this document to let your customers know the terms of service they are agreeing to when they are buying from you.

78.    Spam Policy:

Your prospects could either be signing up for your newsletters (for new offers and products) or creating an account on your website, buying products you’re your website (becoming customers).

Whenever you are collecting personal information (like email address, phone number and address) you need to have a spam policy that complies with the laws of your country.

79.   Terms And Conditions:

You need a link to the terms and conditions of your website. It is pretty standard for any website to link to this document in the footer or show it when they are signing up (registering).

80.   Privacy Policy:

If your website collects any kind of personal information then you need to have a privacy policy and link to it from every page or footer.

81.    Shipping Policies:

It would be very useful if you had a page or section of your website dedicated to explaining your shipping policies for both your domestic and international orders.

82.   Returns And Replacement Policies:

What is your business’s policy on returns and replacements of products ordered? There has to be a page or a section dedicated to explaining.

83.   Disclaimers:

Your website should have a page or section for disclaimers and link to it from the footer. What goes into this document depends on the industry you are in and your country’s laws. This document might also be included under the “Terms and conditions” section. You are doing this to limit your liability in case something goes wrong.

84.   Categories:

The products could be listed by categories which makes it easier and faster for browsing.

85.   New Arrivals Or Newly Added Products:

All new arrivals or newly added products are mentioned in the front pages of the website or front pages of each category.

86.   “What’s Hot Now” or “What Is Popular Now”:

Whatever products are popular, “hot” or best selling that day, week or month is listed in a separate page or section. This section might also be called “trending”. You could have this either just on the homepage or for different section (categories).

87.   Search Feature:

There has to be a search feature at the top of each page and it must have good search features like searching within certain categories. The search feature must also have advanced search options like search parameters for the site and sections.

88.   Sorting Feature:

The ability to sort and filter the search results is a very useful feature. It can be done within the overall search results or within categories.

89.   Link To Affiliate Program:

Most online stores have affiliate programs where they allow affiliates to sign up. The link to the affiliate program is provided at the bottom of each page (footer).

90.   Ability To List Products By Different Criteria:

The user must have the ability to list products according to the brand name, price, product name, number of reviews, ratings or any other relevant criteria.

91.    Survey:

You can place a survey either in the sidebar or any other location on the page asking about something that is relevant to the product, category, site or helps in improving the user experience. It could also be a contest/sweepstake.

92.   Blogs:

Blogs could either be by the owners of the site, the management, engineers or technicians, customer service reps or anyone else working for the business. It could also be a team blog or a company blog that has posts about the happenings within the industry or the business.

93.   Store Finder:

If your business has physical (brick and mortar) stores, then this feature would help users locate your stores. This would also be helpful if your business does not have stores of its own and there are other retail stores where customers can find your products.

94.   Track Orders:

The customers must be able to track their orders after they have placed them. This is standard with shipping companies, but if online stores can offer this, then it would be great.

95.   Themed Promotions:

Having themed promotions either across the whole website or just for certain sections depending on the occasion would certainly help with sales. The promotions must be highlighted on the home page, product pages and also relevant section pages.

Examples of themes promotions would include:

  • Back to school
  • Black Friday
  • Cyber Monday
  • Halloween
  • Earth day/week

96.   Insurance:

Mention about insurance for certain products and let users buy insurance from your website.

97.   Warranty:

Mention about the warranty for certain products and let them buy extended warranties from your website.

98.   International Orders:

Mention if you ship products internationally and what international buyers should know when buying from you.

Information might include:

  • Different prices
  • International warranty
  • Service coverage
  • Shipping rates
  • Shipping time
  • Customs and taxes

And other policies for international orders which might vary depending on which country you are shipping to.

99.   News:

Publishing news about the website, sections, certain products, updates or whatever information that might be relevant and important to the users.

100.   Featured Products:

Certain products are featured on the home page or sectional home pages. It can either be like a paid or sponsored feature. It could also be products that are selected by the website’s recommendation engine (Auto-generated) according to your preferences and user behavior.

101.   Look Inside:

If you are selling books, then a look inside feature where users can see sample pages and chapters can be useful. This could also work with audio and video files where users can see sample clips of what is inside the files. Amazon.com has this feature with most of the books it sells.

102.   Print:

This is a feature or option to print the page or a certain section of the page. This is a pretty common feature in several websites and is very handy for people who don’t want to read on a computer.

103.   Email:

This is a feature or an icon to email the page or product to someone else. This feature too is pretty common on most websites and is useful when the user wants to share the page with someone via email or just send it to their own email for reference.

104.   Data Sheet, Brochure Or Manual:

Certain products come with their own detailed brochures, data sheets or manuals which might be made available for download from the product page.

105.   Tech Specs:

If it is a tech product, then you need to mention the tech specs for the product on the product page. You might also be able to download a detailed version in PDF format.

 106.   What Else Would You Need If You Bought This:

This is a list of what you should buy if you bought a certain product. This is different from the “similar products”, “people who bought this, also bought”, “you might also like” lists which have been covered before. This lists that other products that you would “have to buy” inorder to use this product.

107.   Approval By Other Organizations:

Wherever required, there has to be proof of approval, certification and validation by relevant organizations. Examples are dental association, Architect’s association, etc.

108.   Coupon Code Box:

This is where you enter your coupon code for the product or for the website (special promo) to get a discount or free shipping.

109.   Audio:

Where ever relevant and needed an audio button. Music products, sound clips, sound effects, message from the seller, message from the author, audio testimonials, musical notes/sounds, etc.

 110.   From the makers/author

This is a message from the author or creator of the product. The message could be in text, audio or video format.

111.   Pitch:

This is where there is a video pitch for the product. It could be by the manufacturers, 3rd party seller or marketer. It could be a video that pitches the product to the prospects.

112.   Discussion board

This is very useful for support and building a community. It is more or less like a forum where people can discuss about the products and issues related to the products with other users.

113.   Add the filter to the search results or sorting

This is sort of like negative sorting where you can remove or add stuff

114.   Add zip code to the price or shipping

This feature provides a way for calculating shipping costs (if it varies by distance) with distance where you have to just enter the zip code.

115.   Recently viewed products:

This just shows the list of products that were recently viewed by the user when they were browsing through the website. Therefore, this is also called browsing history.

116.   Suggestions based on recently viewed products:

This is a list of product suggestions that are generated based on the user’s recently viewed products or browsing history.

117.   Spares:

Having information about spare parts or replacement parts for the product would be very useful. Knowing if spare parts are available from the same website and how much they cost would certainly help users in their purchase.