Deep Level Product Info: It’s a big deal

Smashing Magazine recently published a great list of usability factors in website design. One factor that relates to the industrial marketplace particularly is the amount of product information. Content is king, even at the deep level product pages. Many product pages lack sufficient information. This is especially true for ecommerce sites with a large volume of products. But that large volume should be no excuse for scant product content.

“Research shows that poor product information accounts for around 8% of usability problems and even 10% of user failure (i.e. the user gives up and leaves the website)” (Prioritizing Web Usability via Smashing Magazine)

The key is to keep the product level information organized, clean and uncluttered:

Apple provides separate specification pages  for products. This helps separate the simpler product pages with basic information, yet it offers true helpful tech specs for the interested consumer. After all, we want to appeal to the most relevant consumer, and the ones interested in technical information are the ones poised to buy.

Provide detailed information about your products, but don’t fall into the trap of bombarding users with too much text. Make the information easy to digest. Make the page scannable by breaking up the text into smaller segments and using plenty of sub-headings. Add plenty of images for your products, and use the right language: don’t use jargon that your visitors might not understand.

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