Page checklist
Product page UX checklist
A good product page answers every question a shopper would ask in a real shop. These checks cover images, price, delivery, returns, reviews and the add-to-basket button.
If you only do three things
- Show delivery cost and timing before the basket, not after it.
- Make the add-to-basket button the most obvious thing on the page, on a phone too.
- Show enough large, zoomable photos to answer what the product is really like.
Checks written for product pages (20)
Your wordsPeople's usual questions and worries aren't answeredUnanswered worries about cost, timing or fit are a common reason people don't get in touch.Your wordsPeople can't see what you chargeMany people want a rough price before they get in touch. Without one, some will go to a competitor who shows it.Your wordsShoppers can't find the product details they needShoppers can't pick up your product. If the page doesn't answer their questions, they may buy elsewhere.Your wordsShoppers can't see delivery cost or timingSurprise delivery costs are a common reason people give up at the checkout.TrustThere are no reviews or recommendations on your pagePeople want to see that others chose you and were happy. Without that, many will pick someone who shows it.TrustThere's no Google or Trustpilot rating on your pagePeople trust a rating from Google or Trustpilot more than reviews you picked yourself. Without one, your praise is easier to doubt.TrustPeople can't see a guarantee or returns promiseA clear guarantee or returns promise takes the risk out of buying. Without one, some people will hold back.TrustPeople may pay more than the price shownThe law requires prices to include any fees people can't avoid, and you could be fined. Surprise costs also lose sales and trust.TrustPeople can't see what your software looks likePeople want to see what they're getting before they sign up. Drawings and graphics don't show them.Easy to useToo many buttons, so people don't know which oneWhen everything looks equally important, people hesitate. Fewer of them get in touch.Easy to usePeople get lost on pages deep in your siteWithout a trail showing where they are, people struggle to get back and may leave instead.Easy to useYour add to basket button is easy to missIf buying isn't the most obvious thing on the page, you're likely losing sales.Easy to useChoosing a size or colour is confusingConfusing options lead to wrong orders, returns and people giving up before they buy.Easy to useYour photos don't show enough of the productPhotos are how shoppers check what they're buying. One small picture leaves too many questions, so fewer buy.Easy to useThere are no reviews on your product pagesShoppers check reviews before they buy. If they're missing, people go elsewhere to look and may buy there.Easy to useShoppers can't see stock or delivery timesPeople want to know they can get it, and when, before they pay. Not knowing makes some wait or go elsewhere.Easy to useShoppers can't see how they can payPeople who want Apple Pay, PayPal or pay later check before they start. If they can't see it, some leave.Easy to useOn phones, the buy button disappears as people scrollShoppers scroll through photos and details. If buying means scrolling all the way back up, some won't bother.Easy to useYour product lists leave out prices or key detailsShoppers compare products in the list. If prices or details are missing, they must open each one, and many won't.Easy to usePeople can't easily narrow down your productsWith a big range, filters are how people find what they want. Without them, they scroll endlessly or leave.
General checks that matter most here (25)
Your wordsYour buttons don't say what happens nextPeople are more likely to click when they know what they'll get. 'Submit' or 'Learn more' leaves them guessing.Your wordsNothing near your main button puts people at easeA short reassurance by the button can be what makes someone go ahead and get in touch.Your wordsLinks say 'read more' but not what aboutVague links are harder to skim, and people using screen readers can't tell where each link goes.TrustYour reviews are hidden far down the pagePeople have doubts just before they get in touch or buy. Reviews tucked away at the bottom won't reassure them then.TrustYour reviews don't say who wrote themA quote from 'J.S.' could have been written by anyone, so people are less likely to believe it.TrustYour reviews are too vague to convince anyone'Great service!' tells people nothing. Reviews that mention a real job or result are far more convincing.TrustYour reviews look too perfect to be realWhen every review is five stars and sounds the same, people suspect they're fake and trust you less.TrustYour client logos don't say what you didLogos only help if people recognise them and know how you worked together. Otherwise they're just decoration.TrustThere are no examples of your work or resultsPeople want to see what you've done for someone like them before they get in touch. Without examples, many won't.TrustYour awards and memberships aren't shownBadges from trade bodies, awards or the press are quick proof you're the real deal, especially for trades and professional services.TrustYour reviews look old or have no datesRecent reviews show you're still trading and still good. Old or undated ones make people wonder.Easy to usePeople can't see what to do nextPeople ready to get in touch shouldn't have to hunt for how. If they can't see a next step, many will leave.Easy to useOn long pages, your button is out of reachPeople make up their minds at different points. If the button isn't nearby when they do, some won't bother.Easy to usePeople must do too much before getting anything backEvery extra step or question loses some people before they get in touch.Easy to useOn phones, everything useful is hidden behind the menuFewer people open a hidden menu. If your main button is in there, you're likely losing enquiries.Easy to useOn phones, your headline is pushed out of sightA phone screen is small. If a big image or awkward layout fills it, people don't see what you do.Easy to usePeople on phones can't call you with one tapLocal customers on phones often want to ring straight away. If they can't, some will call someone else.Easy to useParts of your page look broken on phonesOverlapping or cut-off content makes your business look careless, and people may struggle to use the page.Easy to usePeople don't realise they can swipe for moreIf nothing hints at more off to the side, people don't swipe and miss what's there.Look and feelSome photos look blurry or badly croppedFuzzy, stretched or awkwardly cropped photos make a business look careless, and people may trust you less.Look and feelMoving backgrounds distract from your messageVideo or animation behind your headline competes with your words and can slow your page down.Easy to useButtons are too small to tap on phonesSmall or crowded buttons cause mis-taps, which frustrates everyone and shuts out people with shaky hands.Easy to useYour page shows up tiny on phonesPhones show a shrunken version of your desktop page, so people have to pinch and zoom. Many will leave instead.Easy to useYour page slides sideways on phonesWhen the page is wider than the screen it feels broken, and people may lose trust or leave.Easy to useThere's no button at the top of your pagePeople ready to get in touch need something to tap straight away. Without it, some will leave.
Checklists for other pages
Check your product page automatically
AgoraScan runs these checks on your page in about 2 minutes, with screenshots of anything it finds. The first scan is free.