Product pages and product content are the core of every eCommerce store.
This is how products are introduced to shoppers.
Most product content includes text and visuals (don't forget videos), where shoppers can see all the product information and make the decision to purchase.
Here’s a compilation of eCommerce product page statistics and trends to bookmark.
From this article, you will understand what eCommerce growth hacks work, what to improve, and what shoppers expect from a product page across industries.
Product Content Statistics for eCommerce Growth
Storytelling increases the value of a product by up to 2,706%. And so, when presenting your product descriptions, telling a story will automatically double the conversions you already get.
10% of eCommerce sites need more details in their product descriptions.
87% of customers feel product content is the most important factor when deciding to purchase an item online as they cannot physically see, feel, or smell the item.
87% of consumers are unlikely to make a repeat purchase if they don’t see accurate product descriptions.
53% of US online customers will abandon their online purchase if they can’t find an answer to a quick question.
85% of shoppers said that product information and pictures are important to them when deciding which brand to buy from.
eCommerce Statistics for Brand Values
87% of customers favor brands that actively voice support for environmental and social initiatives.
46% of customers look closely at how a brand’s actions align with their words.
Navigation & UX Statistics for eCommerce Product Pages
36% of retailers fail to accommodate the full product catalog hierarchy into their breadcrumbs.
88% of users never return to a site after a bad user experience.
27% of users often overlook the content in the hidden tabs.
50% of eCommerce stores don’t have an easily scannable specifications section.
Across the most effective product pages, the product search feature deserves a special focus. This is because 43% of the users who land on your website go to the search bar.
Visuals (Images, videos, UGC) Statistics for eCommerce Product Pages
67% of customers opine high definition visuals are more convincing than plain product descriptions.
77% of shoppers would like to see other customers’ photos rather than professional shots before making a purchase decision.
50-80% of customers don’t get to see all the product images when the thumbnails are truncated.
Using a product demo video increases conversions as 64% of customers are highly influenced by the same
Display UGC content on your product page to increase conversions by 28%.
Including video testimonials can increase your conversion rate by 80%.
Mobile Statistics for eCommerce Product Content
Mobile video consumptions go up by 100% every year.
83% of US shoppers found product images to be extremely influential in shaping their purchase decisions.
40% of eCommerce stores don’t support pinch or tap gestures for product images.
eCommerce Product Page Statistics for Reviews
80% of shoppers conduct online research before actually buying a product, your product descriptions need to pack in detail and value.
88% of consumers trust product reviews and ratings as much as personal recommendations.
85% of customers believe that reviews older than three months aren’t relevant.
31% of online reviews might be fake – even across trusted sites like Amazon and Walmart.
Pricing Strategies Statistics for eCommerce Product Pages
80% said they feel encouraged to make a first-time purchase with a brand that is new to them if they find an offer or discount.
Studies show that 80% of consumers compare product prices before buying.
Using an upsell product bundling strategy can be 68% more effective than trying to grab a new customer.
On product pages, 15% of brands have 1-2% upsell rates and 5% have an upsell percentage of 3-4%.
92% of shoppers prefer to make purchases on sites that price in their local currency.
33% are likely to abandon a purchase if pricing is in U.S. dollars only.
Over 67% of global consumers said they’d made a cross-border purchase in their lives.
Customer Support & Service Statistics for eCommerce Growth
89% of customers will likely return after a good sales service or support. So after their purchase, it is imperative to follow up and be proactive with their inquiries or requests.
70% of eCommerce returns were due to incorrect size and fit. A proper sizing guide giving accurate measurements can reduce the return rates by a large margin.
90-day return period: A longer return window means customers can make returns without stressing out, especially if it's 90 days. 62.58% of customers expect eCommerce brands up to 30 days to return a product. In contrast, a 90-day period sounds like a divine blessing.
48% of customers opine that trust badges reassure trust conveying that the site is secure and safe.
Research has found that 74% who watch an explainer video have subsequently bought the product.
Speed & Technology Statistics for eCommerce Product Pages
Studies found that conversion rates drop by 0.3% for every additional second of load time. It's also on record that websites that load within a second convert three times better than those with five seconds of load time. And five times when the load time doubles.
Using a 3D visualization tool can increase engagement. 82% of shoppers use the 3D view when available.
7 Clever Optimizations for Maximum Product Pages Conversions
1. Leverage ‘endowment effect’
Heard of the Endowment Effect?
It’s basically when customers are more likely to retain a product they value than acquire that same thing when they don’t own it.
For instance, Buffy’s well-developed product page has an “At Home Trial” that lets customers experience the products in real time with a free 7-day trial.
Research shows that 58% of customers want a hassle-free returns policy. Especially for big-ticket items.
They also offer a ‘Buy Now Pay Later’ policy to support their long-term CRO strategy.
Furthermore, they have implemented price anchoring to show the difference in prices for discounted products.
2. Cross-sell, without being pushy
Every eCommerce store knows cross-selling can help to increase average order value strategies.
But what most don’t understand is ‘how to do cross-selling without being pushy?’
One of the most important rules of cross-selling is to be super relevant.
Pairing products without any relevance will only frustrate shoppers.
See Macy's personalized cross-selling strategies that also help to improve average session time:
3. Provide accurate product information
Accuracy in product information is often overlooked in personalization strategies.
If eCommerce stores offer product information that helps every type of customer, then they are bound to get fewer returns and gain loyal customers.
See how Bellroy breaks down the use of its wallets into the currencies it can hold. This helps customers know exactly where they stand without needing much effort from their end.
4. Skip infinite scrolling on product pages
Yes, all the statistics say to add long product descriptions.
However, talking on and on about the product and its benefits to fill the space or stuffing keywords in hopes of gaining SEO leverage can create a poor brand image.
Krave Jerky has a straightforward product page that uses only 2 scrolls. It has a concise product description, drop-downs for product variants, and a horizontal layout for different product sizes:
5. Consider visual optimizations
Optimizing images and other visuals on your product page can make an impact.
Yes, you have heard it many times.
However, there’s more to image optimizations than just decreasing file size or lazy-loading.
On its product page, Aesop offers the option to add/remove the items in a bundle. Checkboxes allow customers to select what they want.
When a product is subtracted, the product is removed from the image gallery as well!
6. Use microcopy to offer important info
Nudge marketing has become the go-to psychology growth hack for getting more sales on eCommerce stores.
We love how En Route add's a small highlighted nudge right above the CTAs with the copy 'this item is available for immediate shipping'. This helps shoppers become aware of the product's availability and nudges them towards checkout.
Before you apply nudge theory as a marketing tool, it’s essential to understand a few basics:
- Nudge marketing is a long-term marketing strategy that encourages visitors to make fast purchasing decisions through subtle or direct prompts.
- Nudges in business influence buying decisions by leveraging psychological biases while making a choice feel more natural for the buyer.
- When done right, nudge marketing has proven to increase customer engagement, acquisition, and retention when done right.
7. Offer multiple delivery options
While many eCommerce stores offer delivery options during checkout, you can use this growth hack and implement different types of delivery options right on the product page.
See how Lush has enabled a location-based pay and collect in-store CTA to ease the shopping experience.
Furthermore, we love how Lush also offers a varied payment options to help shoppers make a purchasing decision.
Interested in other eCommerce Statistics?
eCommerce Conversion Rate by Industry [2023 update]
Cart Abandonment Statistics (+ Ways to Improve Add to Cart Rate)
Further Reading for Shopify Product Page Optimizations:
Shopify Product Page CRO: Unique Ideas for Improving Conversions
Shopify Product Page Templates (+ Stunning Real-World Examples)
Shopify Product Page Mistakes that Drive Customers Away
Read More About Mobile Product Pages:
Mobile Product Page Breadcrumbs: Common Mistakes & Brilliant Ideas
Build the Perfect Mobile Product Page with Proven Ideas
Further Reading for eCommerce Product Pages:
Boost Fashion eCommerce (Product Page) Conversion Rate: Proven Strategies
High-Converting Health/Beauty "Product Page" Examples
Top Product Page Examples from the UK (eCommerce)
Top Product Page Examples from Australia (eCommerce)
Elements all High-Performing Product Pages Have in Common (Updated for 2023)
Frequently Asked Questions (FAQ)
1. What is the purpose of a product page?
The main purpose behind designing an eCommerce product page is to help shoppers decide to buy.
In the absence of a brick-and-mortar store, a product page is meant to offer a closer-to-life shopping experience.
Here are a few reasons why product pages are the backbone of any eCommerce store:
- To create an authentic brand experience (in the absence of an in-store experience)
- To engage the target audience (even if they don’t buy immediately)
- To make browsing more effortless and delightful
- To be a guiding force along the buyer’s journey
- To create a narrative that inspires brand recall
Read further: Elements of high-performing product pages
2. Why is product page content so important?
While the main idea behind an eCommerce product page is to drive ease in purchasing, good product page content helps propel some less obvious aspects.
Here are four aspects we’ve consistently come across while working with small and big brands alike:
Brand building: In the absence of an in-person, in-store, brick-and-mortar experience, a product page establishes why a shopper can trust your brand.
Visual recall: On the eCommerce product page, text and visuals convey what your brand stands for and why it will be able to solve at least some of the problems a shopper comes with.
The product page content also helps in establishing the authority you hold in the category your business is in.
Showing information: If your product page helps the shopper act immediately with the least friction, then you have a winner in your hands.
SEO: Product pages optimize an eCommerce store’s overall search rankings. For example, a shopper has a particular product query. If your product page has relevant content then Google will rank it higher on the search results page. Consequently, the chances of them converting are even higher.
3. How do I build an effective mobile product page?
It’s essential to build your eCommerce store specifically for mobile. Why? Because mobile users behave differently than desktop users.
Here are a few suggestions we’ve often shared with clients to great success.
- Make your copy have a story that also reflects quick takeaways
- Create less friction by incorporating strategies that work for “touch”
- Convey less through words, and more through indicative symbols & signals
- Use features that immediately lessen effort (like autosuggest)
- Introduce thumbnails to create more visual context for shoppers
How can we help:
98% of visitors who visit an eCommerce site—drop off without buying anything.
Why: user experience issues that cause friction for visitors.
And this is the problem ConvertCart solves.
We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversions.
Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions.
And we won’t charge for this one.