Poorly designed product detail pages

31 Dec 2007 - 10:27am
6 years ago
4 replies
1507 reads
Daniel Williams
2005

http://www.thedough.co.uk/blog

I have recently been reviewing the product information pages of a number of
different sites and come up with a list of themes which I consider
problematic to the design. I have blogged these themes here
http://www.thedough.co.uk/blog and thought that you guys maybe interested.

Can anyone think of any other pitfalls of the Product Detail/Information
page, as I am currently working on one now ;-)

Cheers

Dan
http://www.thedough.co.uk/blog

Comments

31 Dec 2007 - 10:39am
dszuc
2005

Hi Dan:

Good one to be reviewing :)

A few that come to mind:

* Poor quality product photos
* Product specifications that are too technical and don't make sense
to the consumer (as an example, this is true of many mobile phone
specifications)
* Lack of contextual information like : related products, where to
buy, contacting sales for further information, downloading a PDF etc
* Inability to filter the search for a specific product i.e. not
letting technology do the hard work for the user
* Inability to make product comparisons
* Hard to find and see the price
* Lack of product reviews or ratings
* Small fonts (hard to read)

Often product information is a reflection of how product specs are
written before they are published to the web site. So if these are
not designed to reflect user needs in the first place or are
inconsistent with other channel presentations - it makes it harder to
digest and lead to a sale. Banking and Telcos are 2 example
industries where product & services can be difficult to understand in
the first place (before being published to web)

rgds,

Daniel Szuc
Principal Usability Consultant
www.apogeehk.com
T: +852 2581 2166
F: +852 2833 2961
"Usability in Asia"

The Usability Kit - www.theusabilitykit.com

On 31/12/2007, at 11:27 PM, Dan wrote:

> http://www.thedough.co.uk/blog
>
>
> I have recently been reviewing the product information pages of a
> number of
> different sites and come up with a list of themes which I consider
> problematic to the design. I have blogged these themes here
> http://www.thedough.co.uk/blog and thought that you guys maybe
> interested.
>
> Can anyone think of any other pitfalls of the Product Detail/
> Information
> page, as I am currently working on one now ;-)
>
> Cheers
>
> Dan
> http://www.thedough.co.uk/blog
> ________________________________________________________________
> *Come to IxDA Interaction08 | Savannah*
> February 8-10, 2008 in Savannah, GA, USA
> Register today: http://interaction08.ixda.org/
>
> ________________________________________________________________
> Welcome to the Interaction Design Association (IxDA)!
> To post to this list ....... discuss at ixda.org
> Unsubscribe ................ http://www.ixda.org/unsubscribe
> List Guidelines ............ http://www.ixda.org/guidelines
> List Help .................. http://www.ixda.org/help

31 Dec 2007 - 10:57am
kimbieler
2007

Good topic! I'd also add:

- Product zoom images too small (make these as big as humanly possible)
- Hard to tell what fabric/texture/detail is like
- Hard to tell what size the product is (environmental photography or
item in use would be helpful)
- No stock information on product page (I don't want to get 3/4 of
the way through the ordering process only to find out the item's back
ordered for 3 months, or that they don't have black)
- No side-by-side comparison of similar offerings (e.g, cell phone
plans, software versions, digital cameras, car models)
- Cross-sell items are similar, not complementary
- Color names are too artsy (boysenberry? frappucino? mist?)
- Technical terms in descriptions are not linked to glossary

-- Kim

+ + + + + + + + + + + + + + + + + +
Kim Bieler Graphic Design
www.kbgd.com
c. 240-476-3129
+ + + + + + + + + + + + + + + + + +

31 Dec 2007 - 11:38am
White, Jeff
2007

These are all good responses, but I'd take a step back and think about
what information your audience needs to be motivated to buy something
in the first place. Put as much of this on the results page - not the
detail page - as possible. It's easy to focus too much on the details
page without realizing you might be losing sales simply by making the
user go there in the first place.

Go to UIE.com and do a search for pogo sticking for a bunch of good
articles on this topic.

Jeff

31 Dec 2007 - 9:30pm
Michael Micheletti
2006

Hi Dan,

You've selected a topic with considerable room for improvement. I've seen
some strange operations from product detail pages:
- Missing links to global functions like shopping cart
- Different operations when you have an item in your cart or not
- "Keep shopping" link takes you to a mysterious random place after placing
an item in the cart

Other frustrating quirks:
- Inability to bookmark a product detail page URL (flash site, product goes
away, etc)
- Popup windows (for enlarged views) that don't popup

Thanks,

Michael Micheletti

On Dec 31, 2007 7:27 AM, Dan <dgwillia at googlemail.com> wrote:

> <http://www.thedough.co.uk/blog>Can anyone think of any other pitfalls of
> the Product Detail/Information
> page, as I am currently working on one now ;-)
>

Syndicate content Get the feed