Product page

Product page is usually the last page where a visitor decides on purchasing the viewed item, so it's essential to ensure the best possible presentation of the product.

You can see exemplary product presentations in other media, such as TV commercials, print ads, and elsewhere. Key elements are highlighted everywhere that you should present on the product page. In the example above, you can see the following elements: a visual representation of the product, a brief summary of the product's functionality, its advantages, and a use case.

The product page should include:

• Product name,
• a brief description of the product and its benefits,
• product photos and other multimedia formats (video, animation, etc.),
• product price,
• product availability (stock availability and quantity),
• a longer product description and specifications,
• presentation of the product brand,
• user reviews of the product,
• related products, and
• interactive features (wishlist, comparison, social links, frequently asked questions).

Product Name

When deciding on product names, it's essential to establish a consistent naming convention so that the names are structured uniformly. The product's name should be such that it leads visitors to your product through organic searches. Before naming, it's advisable to conduct an SEO analysis of relevant keywords and searches for the product, which is the actual first step in subsequent digital marketing activities. Do not stuff keywords into the name; the name should be understandable to a buyer without explanation and should contain the key attributes (brand, model, type, size, colour) that buyers search for.

Example structure for naming a product:

[brand] [model name] [product type] [product options]

Examples of naming:

Alfa PS-200 washing machine 8 kg, 1400 rpm, white

Beta Trek women's hiking shoes, waterproof, size 39

Gama organic olive oil, extra virgin, 500 ml

Delta Pro 14 laptop, 16 GB, 512 GB SSD, grey

Brief Product Description

In the brief description, you need to present the key features of the product and its benefits. Visitors to the page should be able to understand the basic characteristics of the product without reading the entire description and product specifications. It's also highly recommended to highlight the main advantages of the product, but be careful not to list too many. Three key benefits of each product are more than enough.

Product Photos and Other Multimedia Formats

Typically, the visual and other multimedia representations of the product are placed at the top of the product page. The visual representation usually includes one prominent photo and a gallery of other product photos falling into the same category. You can also include video presentations, 360-degree product views, virtual try-on in augmented reality (eyewear, makeup, footwear) and 3D views.

You can also add photos of customers who have decided to buy the product, which provides additional images from various users. Having more photos will give visitors a clearer idea of the product.

A great idea for additional product presentation is to include user-generated photos. With this method, you can obtain additional product photos, some of which may be surprisingly good or even better than supplier photos. With additional photos, you can give visitors the impression that many people use the product, and at the same time, present them with ideas and ways to use the product. Users who share their own product photos on your site can be added to the presentation page. This way, customers will identify with the brand and become its ambassadors. This will lead to more shares of the product, increased traffic, and, most importantly, the expansion of the brand's presence on social media. Use customers' photos only with their permission (clearly stated in the submission terms) and credit the author if they wish. Do not publish photos without permission, even if they were publicly posted on social media.

Product Price

The price of the product is one of the essential factors in the decision to purchase. It should be prominently and clearly displayed on the page. If the price varies based on product attributes such as size or color, it should be dynamic and understandable. Before the order is placed, the price including VAT, delivery cost, unit price (where required), manufacturer information and the withdrawal and return terms must also be visible. More in Online store legislation in the EU.

Updated 2026. When you reduce a price, you can no longer strike through an arbitrary "regular" price. If you advertise a reduction, you must show the previous and the reduced price, and the previous price must be the lowest price you applied in the 30 days before the reduction (EU Omnibus rules; check the exact rules in your country). If an item cost 100 EUR for three weeks, was sold at 130 EUR for one day and is now "reduced" to 90 EUR, the previous price is 100 EUR, not 130 EUR. A crossed-out price you cannot justify is misleading. For items on sale for less than 30 days, the previous price is the lowest price since launch; for gradual reductions in several successive steps, the starting point is the price before the first reduction. A comparison with the manufacturer's recommended price must not be misleading. Calculate the saving against the previous price. It also helps to provide information about the difference between the old and new prices (in percentages or amounts). Such information gives visitors a better sense of the savings on each purchase. The unit price (for example EUR per kg) must be shown for all goods, except where it equals the selling price or is not applicable; do not rely on the exemption for small shops when selling online. If you adjust prices for an individual customer through automated decision-making (personalised pricing), you must inform them.

When a product is on sale, state the end date of the promotion. This means specifying the dates during which the product can be purchased at the sale price. This can encourage visitors to make a quick purchase or buy a larger quantity of items or services. The deadline must be genuine: a falsely limited offer that comes back after it expires is a prohibited unfair commercial practice in the EU.

In the case of B2B sales, it's advisable for wholesalers to display their prices for products they sell. They should also show volume-based pricing if applicable, as this can persuade buyers to place larger orders with lower prices for bulk purchases. This option can also be used on B2C sites when selling products suitable for this type of sales (e.g., for stores selling creative materials).

Product Availability

Often, product availability is a significant factor in the decision to purchase. If we're about to go on vacation, we'll be interested in when we can get the inflatable cushion we want to order online to make sure it arrives on time.

Even for regular items, we'd like the ordered product to be with us as soon as possible. Faster delivery times can help you gain more customers and better customer responses. Long delivery times can lead to many dissatisfied customers and a lot of effort in answering questions about when their item will be delivered. State the expected delivery time on the product page; delays and unclear delivery times are the most common cause of questions and complaints.

In the event that the product is currently unavailable, you must indicate this on the page and disable ordering the product. If the product will be available in the future, you can offer visitors the option to sign up for notifications about the product's availability. This way, you can quickly gain some suitable customers for the new stock.

Long Product Description and Specifications

In addition to the brief description, it's a good idea to prepare a longer presentation that highlights individual product advantages and describes its features. The better the presentation, the higher the likelihood of selling the product. As an example, I mention the Apple brand, where you'll notice, even on your first visit to the site, that they put a lot of effort into selling products, making each product page entirely unique and dynamic.

It's advisable to add technical specifications of products to the description so that visitors can check them. This is particularly important for technical products such as computers or food items, where visitors are interested in nutritional information and similar details.

Drafts of descriptions can be prepared with AI tools, but a person who knows the product must review them: check the technical data, claims and language quality. Add what the tool cannot: your own experience and tests, customer recommendations and answers to the questions buyers really ask.

Presentation of the Product Brand

Brands can have a significant impact on the purchasing decision process. Many people prefer to buy a more expensive product if it's from a well-known brand. Therefore, you should use this to your advantage when presenting products and appropriately showcase the brand. In the case where the brand is not yet well-known, it may still have a compelling story that you can present to customers.

Example description for a local brand (fictional example):

‘A family business has been making ceramics by hand, in small batches, for more than twenty-five years. Every piece carries the signature of the master who made it and is dishwasher safe.’ A good brand introduction is short, concrete and true: story, place, material, way of making.

Legally Required Product Page Information

Updated 2026. In addition to the price, the following legally required information must be visible on the product page or, at the latest, before the order is placed:

• the price including VAT and the delivery cost before the order is placed,
• the unit price (kg, l, m) where required (except where it equals the selling price),
• manufacturer information: name, postal address and email address; for items from third countries also the responsible person in the EU (General Product Safety Regulation, GPSR, Article 19),
• information identifying the item (type, batch or model, including an image) and safety warnings and instructions in the language of your customers,
• the energy label and product information sheet for items where they are required (where needed from the EPREL database run by the European Commission),
• the right of withdrawal and the return terms (a link to the terms; mandatory before the order is placed),
• the seller's legal liability for the conformity of goods and any guarantee (mandatory before the order is placed).

More in Online store legislation in the EU.

User Reviews

User reviews are highly recommended because they provide visitors with an external, independent perspective on the product, its quality, and other characteristics. Publish only genuine customer reviews, positive and negative, and say clearly how you verify that reviews come from customers who bought or used the item (rules of the EU Omnibus Directive). If you have reviews on your site, ensure their credibility. This does not mean you should only have positive reviews; even negative reviews can provide valuable feedback, indicating that some products may not be the best and should be replaced with higher-quality items. This is how you can improve customer satisfaction.

When a new online store has relatively few visitors, it's challenging to get the first reviews. The easiest way is to politely invite the customer to leave a review after delivery. You can do this by including a review request in a thank-you email sent to customers after they successfully complete a purchase. Updated 2026. Fake reviews are prohibited in the EU: you must not write, commission or buy them. Tell customers whether and how you ensure that reviews come from people who bought or used the product. Publish all reviews that meet your published rules, not only the positive ones: showing only positive reviews and removing negative ones is misleading. If you offer a reward (for example a coupon for the next purchase), it must apply to every review, not only positive ones, and customers must know that reviews may be rewarded, and you must not edit or select reviews; paying for a positive review is a fake review. Talk to a lawyer before rewarding reviews. More in Online store legislation in the EU.

On the product page, also add a short section with frequently asked questions (size, care, compatibility) and, where useful, a comparison table. They help the buyer and are also content that AI assistants like to summarise. Google no longer shows rich results for FAQs since May 2026, but the section still helps visitors. More in AI in search and shopping.

Related Products

By featuring additional products, you can better showcase your offerings to visitors and increase the total value of the shopping cart. Product highlighting can be done with different types of related products:

• With similar products (related products),
• with upsell products,
• with cross-sell products.

AuthorAnže Voh

My name is Anže, I am a certified Magento solution expert and the maker of several award-winning online stores. I am the architect of all Degriz projects.

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