How do users interpret and interact with your product details pages?
At Baymard Institute we’ve spent more than 2 years only testing Product Details Page UX, testing how users interpret and interact with product pages on e-commerce site, and what product page layouts, designs, content types, and features that perform the best.
Nearly all users go through a product page before making any purchase, and it’s often on the product page where users make up their mind on whether or not they want to purchase the item. This makes the product page the centerpiece of your users’ e-commerce experience. Yet at the same time, the product page layout and features tend to be under a lot of strain as they often rely on the same template re-used across the entire site’s product catalog.
This page provides you an overview of our research specific to Product Details Page UX. All of this research is available as part of Baymard Premium.
To accompany the usability test sessions we’ve also benchmarked 214 leading US and European e-commerce sites across our most important Product Page usability guidelines. Our Product Page UX benchmark database contains 13,000+ product page site elements that have been manually reviewed and scored by Baymard’s team of UX researchers, along with 11,000+ best and worst practice examples from leading e-commerce sites in the US and Europe.
The UX performance scores from our most recent Product Page UX benchmark update are plotted in the interactive scatterplot above.
The high-level benchmark results show that only 56% of e-commerce sites have an overall “decent” or “good” UX performance for their product pages, while 44% of sites have “mediocre” or worse product page implementations.
On the extreme ends of performance, only a single site had a very “poor” product page UX performance that failed to align with commonly observed user behavior in our large-scale PDP testing. This is a fortunate shift upward from 2021, which previously had 4% of sites with below “poor” performances. At the other end of the scale, there aren’t any sites with an overall “Perfect” or “State of the Art” product page implementation (unchanged since 2021).
While there has been positive performance growth within this theme, If we look at the UX performances within the 12 topics of product page UX, there remain large fluctuations and wide performance ranges in both the individual site’s and the average site’s performance.
Clearly, there’s much room for improvement in e-commerce product page UX.
This is a sub-set of the full benchmark which includes 214 e-commerce sites.
View our full UX benchmark
Explore design patterns across 2,000+ examples of product page designs and features from leading e-commerce sites, all annotated and organized into 5 different page types. This is a great way to get inspiration for your own product page design, and to get a feel for emerging trends in e-commerce product pages.
We’ve released a small subset of the Premium research finding on Product Page UX for free in these articles:
Get full access to all our Product Page E-Commerce UX research reports, benchmarks, and page designs previewed here, along with our complete 650+ guidelines for Homepage & Category Navigation, Search, Product Listing, Checkout, Accounts & Self-Service, and Mobile E-Commerce. Utilize our 130,000 hours of UX research to improve your Product Page user experience and to document your UX decisions.
What are the 15 most important changes you can make to your e-commerce product page design and features?
We will put together a detailed 40-page report of the 15 most important usability improvements you can make to your product page implementation.