How are your products presented?

When was the last time you looked at how your products are presented? In an increasingly competitive e-commerce market, the details on your product pages can make the difference between a sale and a lost customer. But product presentation isn’t just about the product page itself – it starts on the homepage and stretches across the entire buying journey.

A seamless customer journey starts with structure

To help the customer reach the right product and make the buying process frictionless – no matter where in the store the journey begins.

You never know which path the customer enters through. Some land directly on a product page via Google. Others come from a campaign ad, a newsletter, or social media. That means every page must work as a starting point for further navigation. The customer must clearly understand where they are and where to go next. A clear structure, intuitive menus, and relevant links help the customer explore and find other products if the first one doesn’t match their needs.

• Homepage: Creates the first impression and should guide the customer further into the store. It should be visual, simple, and clear in its message.
• Category structure: An intuitive and organized menu makes it easier for the customer to understand the range and quickly navigate to relevant products.
• Category pages: These work as filters and help the customer compare and choose between products in the same series or with similar functions.
• Product pages: This is where the buying decision is made. Content, images, and information must be both persuasive and clear.
• Campaign pages: Perfect for highlighting seasonal offers or product series, and creating a sense of urgency or exclusivity.

The homepage – guide and trust builder

The homepage is often the customer’s first encounter with your online store. It shouldn’t just look good – it should build trust, spark interest, and naturally lead the customer onward. Here are the elements that should be in place to make that happen:

• Clear messages and visible CTAs: Customers should instantly understand what your store offers and where to go next. Use CTAs like “View bestsellers” or “Find the product that suits you” to drive action. Place them strategically and repeat them throughout the page.
• Mobile optimization: Over half of users browse online stores via mobile. The homepage must load quickly, the navigation must be smooth, and content must adapt to all screen sizes.
• Visual highlights: Use large, eye-catching images or banners to spotlight popular products, campaigns, or key benefits.
• Customer reviews: Show real feedback with names and photos if possible. Social proof builds trust and lowers barriers for new visitors.
• Content for the curious: Not everyone decides quickly. Offer links to guides, articles, specs, or FAQs – easily accessible but not overwhelming.

Category pages – help customers choose

When a customer visits a product category, they’re often in the consideration phase. They know what they need, but not which product fits best. The category page should help them make that choice.

• Start with a clear intro: Provide context with a short explanation. For example: “Here you’ll find our top picks for those who want ease of use, top performance, or long battery life.”
• Make comparisons visual: Use tables, icons, or lists to show differences between models without long descriptions.
• Highlight with labels: Use tags like “Budget-friendly”, “Bestseller”, or “Perfect for beginners” to guide customer decisions.
• Keep design consistent: Use the same layout, size, and angles for product images. It looks professional and makes comparing easier.

The product page – where decisions happen

This is where customers decide whether to buy. Everything here should build trust and remove doubt.

• Short, persuasive intro: What problem does the product solve? Who is it for?
• Clear details: Show specs, features, dimensions, materials, delivery time, and payment options.
• Lifestyle images: Show the product in real use. Help the customer picture themselves using it.
• Simplified options: Reduce unnecessary choices. Pre-select defaults when possible.
• Transparent pricing: Show total price including delivery early in the process.
• Product reviews: Show customer ratings clearly. Make it easy to leave a review.
• FAQ section: Answer common questions directly on the page. Use collapsible content to keep the layout clean.

Landing pages for campaigns and lead collection

If your goal is to collect leads, keep the page simple, focused, and attractive. The fewer the steps, the higher the conversion.

• Keep it focused: One clear headline, a short form, and a strong reason to sign up – like a discount or freebie.
• Use interactive features: A quiz, checklist, or seasonal campaign makes the experience more engaging.
• Confirmation page: After submission, show a thank-you message and a next step – like sharing, browsing, or reading more.

Presenting your products well is about more than photos and specs. It’s about how content, structure, and visuals together create a shopping experience that builds trust and drives sales.

From homepage to checkout, everything should work together to make it easy, inspiring, and safe to buy. Review your entire journey today – and ask yourself: Are we making it easy for customers to decide?

It can be hard to see your own store from the outside. We’re happy to help you evaluate your product presentation. Contact us for a walkthrough of your webshop. We’ll give you clear, practical feedback based on your goals and audience.