Article

UX Guidelines for Ecommerce Product Pages

Nielsen Norman Group · nngroup.com Free Intermediate

NN/g's guidelines come from large-scale usability testing across markets including India, so this is evidence rather than opinion on what a product page actually needs to convert a shopper who already has intent.

  • Shoppers use product pages to answer specific questions - only buyers who already know exactly what they want skip the page.
  • The underlying research spans usability testing across the US, UK, Denmark, India and China.
  • A free entry point into NN/g's much larger paid product-page research report for teams that want the full guideline set.
Open on nngroup.com ↗

The question it answers

  1. Where should I focus first - homepage, collection pages, or product pages?

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