6 List Item Attributes to Include for Cross-Sells (68% of Desktop Sites Are Missing One or More)
How do users interpret and interact with your product pages?
At Baymard Institute we’ve spent more than 2 years only testing Product 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.
Our Product Page UX benchmark database contains 5,880 product page site elements that have been manually reviewed and scored by Baymard’s team of UX researchers, with an additional 4,100 best- and worst-practice examples from the top-grossing e-commerce sites in the US and Europe.
Product Page Layout
Image Gallery UI
The 'Buy' Section
Shipping, Returns, and Gifting
Cross-Sells & Cross-Navigation
However, the Product Page UX performance benchmark database reveal that the average site has 24 structural UX issues on its product pages, and only 18% of the 60 top-grossing US and European e-commerce sites have a “good” or “acceptable” product page UX performance. The vast majority of benchmarked sites — 82% — have a “poor” or “mediocre” performance. And no sites have a “state of the art” product page UX performance.
Within their product page implementation the vast majority of e-commerce sites have multiple severe usability issues with their Specifications Sheet, Shipping & Returns, User Reviews, The ‘Buy’ Section, and Cross-Sells & Cross-Navigation – which combined cause much of the overall substandard product page UX performance.
This is a sub-set of the full benchmark which includes 63 e-commerce sites.
View our full UX benchmark
Explore design patterns across 285 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:
All 95 Product Page research findings are available as part of Baymard Premium, and are divided into the following 12 reports (400 pages of research findings in total):
Get full access to all our Product Page E-Commerce UX research reports, benchmarks, and page designs previewed here, along with our complete 750+ guidelines for Homepage & Category Navigation, Search, Product Listing, Checkout, Accounts & Self-Service, and Mobile E-Commerce. Utilize our 61,000+ hours of UX research to improve your Product Page user experience and to document your UX decisions.
This study examines the user’s product page experience and is based on the research results from 2 years’ worth of large-scale e-commerce testing of only product pages by the Baymard Institute. It’s part of Baymard Institute’s full large-scale research catalog, which is based on:
Baymard’s research methodology is described in detail here.
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.