The first and foremost thing of e-commerce is that if the user cannot able to search the product, then the user cannot buy it. But searching relevant product pages is only the first step down the purchase funnel. While many websites have upgraded their information structure and navigation, many product pages are still dismal.

Product pages need to do more than offer an image, a casual product description, and an Add to cart button: they want to sell the product. To do so, product pages must persuade or ensure users that this is the item that meets their needs. Yet many product pages fade to do this.

When users rely on a website's product information, they do not get the chance to feel the product, read its packaging, try it on, or ask a person a question before purchasing. Clear and descriptive product pages are important.

In our e-commerce research , we found that 20% of the overall task fades in the research — times when users failed to successfully complete a purchase when asked to do so could be attributed to incomplete or unclear product information. Leaving shoppers' questions unanswered can wreck a sale or even worse, make shoppers abandon not just the purchase, but the site as well. One shopper in a current research could not find the information he wanted in the product description, so he left the website to search Google for more product details. In the course of his search, he found another website with the same product, a more complete description, and a lower price.

In general, when you run a usability analysis and hear the test user say, "Now I would go to Google," you know your website is making less than half the money it could. Losing a customer or viewer to Google is almost identical to losing the order.

Poor product pages have two main results, both of which harm the user's relationship to the website:

• A user cannot decide if the product meets his want and so spontaneity the purchase.

 

• A user makes belief about the product, buys it, and discovers it's not what was required. Definitely an despondent customer; probably an costly returns-processing step to sap your profits.

 

Comparing multiple offerings is one of the most decisive user tasks. You can't think  that people will know which of multiple products is the best for them without having to compare the alternatives . You can decrease the need for comparisons by simplifying your product line: as always it's easier to make a simple user interface if the underlying concepts are simple.