Each product in your store will be presented on a product page. These pages are the core of your online store (before the cart). All other pages on your site, the homepage, collections, blog articles, customer service pages are all there to assure that the visitor gets to your product pages and purchases. Above you can see the excellent product page for the Holstee Manifesto Poster on the custom designed Holstee Store.

So how do we craft effective product pages?

Each visitor will have different needs that must be met before they can make a purchase. The product pages, supported by the rest of your store, must meet as many of these needs as possible so that as many of these visitors as possible can make their purchases.

An effective product page is "one that provides the information, assurances and motivation the visitor needs to become your customer". So what information, assurances and motivation do you need to provide on your product pages?
The information that your visitor will need for a product varies hugely depending on the product. What is it? How does it work? Is it what I'm looking for? Is it available in my size? Is it any good? What is it made from? How do I look after it? What do other people think of this product? The list goes on...

Product pages on Tattly include an important reassurance on shipping just below the price.

In terms of assurances, the visitor may want to know about: the quality of the product, warranty information, transaction security, availability, the returns policy, shipping time, level of customer service, background details for the store, etc.
In terms of motivation, factors will include: the attractiveness of the product, how compelling the presentation is, if there is limited availability, time limited pricing, their urgency to receive the product, etc.

There is of course a limited amount of space on a product page and clutter would be unlikely to help communicate clearly. So these three aspects - information, assurances and motivation - need to be addressed with an efficient use of space.

Some great reassurances for visitors, on the column on the right, on These are Things.

Many visitor concerns can be answered with a high quality page design, high resolution images and compelling descriptions. Assurances can be stated briefly with links to pages with further information. And motivation will need to be built into the overall page design, pricing, etc.