What are the most effective ways to display product information on an e-commerce website?

1 Use a consistent structure

One of the key aspects of information architecture is to create a consistent structure for your product information, so that users can easily find, compare, and evaluate your products. A consistent structure means using the same layout, format, and style for each product page, and organizing the information into logical categories and subcategories. For example, you can use tabs, accordions, or collapsible sections to group related information, such as description, specifications, reviews, or FAQs. You can also use headings, bullet points, icons, or labels to highlight the most important information and make it scannable.

3 Incorporate social proof

A third way to display product information effectively is to incorporate social proof, which is the evidence that other people have used, liked, or recommended your products. Social proof can include ratings, reviews, testimonials, endorsements, awards, or badges that show the popularity, quality, or credibility of your products. For example, you can use a star rating system, a review widget, or a testimonial slider to show the feedback and opinions of your previous or current customers. You can also use badges or icons to show the number of sales, views, or shares of your products, or the recognition or accreditation they have received from external sources.

4 Optimize for mobile

A fourth way to display product information effectively is to optimize it for mobile devices, which are increasingly used by online shoppers. Optimizing for mobile means making sure that your product information is responsive, adaptive, and accessible on different screen sizes, resolutions, and orientations. For example, you can use a grid, a flexbox, or a media query to adjust the layout and alignment of your product information according to the device width or height. You can also use a viewport meta tag, a font size unit, or a contrast ratio to ensure that your product information is readable and visible on different devices.

5 Test and iterate

A fifth way to display product information effectively is to test and iterate it regularly, based on user feedback, data, and best practices. Testing and iterating means evaluating the performance, usability, and satisfaction of your product information, and making changes or improvements based on the results. For example, you can use analytics, heatmaps, or surveys to measure the engagement, conversion, and retention of your product information, and identify the strengths and weaknesses of your design. You can also use A/B testing, user testing, or heuristic evaluation to compare different versions or alternatives of your product information, and choose the one that works best for your users and goals.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?