Comments on: What people see before they buy: Design guidelines for e-commerce product pages with eyetracking data

By: JOsh

JOsh — Wed, 10 Feb 2010 11:08:16 +0000

I love this.. thanks.

By: Jane

Jane — Sun, 31 Jan 2010 21:27:55 +0000

Very interesting. Thanks for the good info! I’m always looking at ways to improve my site.

By: Matt Lambert

Matt Lambert — Wed, 20 Jan 2010 12:28:03 +0000

I find the comments about page length interesting, and I wonder if the subjects were actually interested in buying the products they were looking at. Someone who was interested in making a decision is likely to read a lot more than someone who was just browsing. It occurred to me because “trying to hard” sounds like a comment from someone who was never going to buy anyway.

I’d imagine that different people will have different opinions on the length of the page based on whether they like research or not. I’d be interested as to whether having a longer page with more information is a barrier to buying, and if not, then why not try harder and create that extra content.

By: Kashif Shaikh

Kashif Shaikh — Fri, 30 Oct 2009 15:41:17 +0000

I agree about Amazon’s page being too lengthy – I tried a self-experiment when looking at Canon camera (http://www.amazon.com/gp/product/B001SER49W/ref=noref?ie=UTF8&s=photo):

My eye focused on and was interested in:
- main picture
- price, sale price, color, used/unused
- number of customer reviews, avg stars,
- what other customers bought after reading this item
- customer reviews (all the way at the bottom). The most important are the reviews that will make or break the sale for me.
- frequently bought together or buy together and save?
- add to cart

I could care less about other parts of the page. I actually got tired try to get to bottom of page.

By: Business Supply

Business Supply — Thu, 29 Oct 2009 22:09:45 +0000

Hey Chui Chui,

Thanks for this insightful research! I work for a Business Supply company in the U.S. and this research analysis will definately help improve our website to the next level. Thanks and looking forward for your new posts!

By: Chui Chui Tan

Chui Chui Tan — Fri, 16 Oct 2009 15:36:25 +0000

@Polprav, no problem. Thanks.

By: Polprav

Polprav — Fri, 16 Oct 2009 12:56:14 +0000

Hello from Russia!
Can I quote a post in your blog with the link to you?

By: Chui Chui Tan

Chui Chui Tan — Tue, 13 Oct 2009 21:51:13 +0000

@Mark and Ravi
I agree. The amount of content on a product page very much depends on type of products you are selling. However, for all product pages, the description should be presented in an easy to read format, for example use bullet points rather than lengthy paragraphs. It is still possible to use similar templates for different product pages if the template could cater for both long and short descriptions. Other elements on the page can still be the same such as recommendations/complete the set (e.g. cross selling batteries for a torchlight), delivery info, etc.

@Mark, thanks for the suggestion, Checkouts is one of the thing we would like to look into too.

@Ravi, it is very hard to say what are the best places to put important elements such as offers and cross sells without looking at the page design. However we know that there are areas which users will ignore completely when we use certain page layout. For example in guideline 8, we know that if your product related content is in one column, don’t put your offers/cross sells on the left or right column; in guideline 4 – John Lewis page, you can see users don’t look at the bottom part when it is visually separated from the main section.

@Soren, glad you found the post useful.

By: Søren Sprogø

Søren Sprogø — Mon, 12 Oct 2009 13:27:21 +0000

Wauv, one of the best articles on designing good eCommerce solutions I’ve read in a long while! I just love it when stuff like this is backed up by hard facts, stats or studies.

By: Ravi

Ravi — Fri, 09 Oct 2009 13:48:42 +0000

A very well explained article. I agree with Mark’s view regarding product type. It would be good to know what were the best places to put information such as offers and cross sells for different layouts.