What to Put on a Product Page So Customers Can Decide Confidently
A good product page answers the questions your customers keep asking in chat. Use this checklist, category table and template to close the gaps.
The short answer: A good product page answers, in advance, the questions your customers would otherwise ask you in chat: what exactly is it, what size or quantity, what is it made of, what will it cost to get here and when, what if it does not fit or arrive well, and is this seller real? If you list those in a clear order with honest photos, shoppers can decide without messaging you, and the ones who do message you ask better questions.
Last updated 28 October 2026.
Most product pages fail in a boring way: not because they look bad, but because they leave out something the customer needed. The shopper cannot tell how big the bag is, whether the cream suits dry skin, or whether delivery to Ibadan takes two days or two weeks, so they close the page or send you a message you may answer too late.
This guide gives you a checklist you can apply to every product, a table for different kinds of product, a description template and a short audit to run on your current pages.
Start with your own questions
Before you rewrite anything, open your last 30 customer chats or DMs and write down every question asked about a product. Group them. You will probably find that five or six questions make up most of them: "Is it available in size 42?", "How long is the delivery to Abuja?", "Is this the real colour?", "Can I pay on delivery?"
Every repeated question is a gap on a product page. Your fix list is already written. The rest of this article is a structure for filling those gaps, in an order that follows how a shopper decides.
The order a shopper decides in
- What is this? Name, main photo, price.
- Is it right for me? Size, fit, quantity, who it is for, what is in the box.
- Can I trust it? Real photos, materials, honest proof, a way to reach you.
- What is the catch? Delivery cost and time, payment options, return or exchange terms.
- What if I am still unsure? Short FAQs and a contact option.
Place your information in that order, top to bottom, and keep each block short.
The product page checklist
1. A specific name and a clear price
Put the thing a customer would type to describe it in the title: "Ankara tote bag, medium, lined, zip top" beats "Aisha Bag". If a price changes with the option chosen, make sure the displayed price updates and say what is included ("price per piece" or "set of 3").
If you show a struck-through "was" price, make sure it is a price you genuinely charged. A fake discount costs you trust the moment a customer notices.
2. Photos that show the real item
Show the product from several angles, a close-up of the material or finish, and at least one photo that shows its scale next to something familiar (a hand, a bottle, a person wearing it). Baymard Institute's 2026 benchmark of international ecommerce sites found that 37% of the sites tested did not give in-scale images, and that 42% of users try to judge a product's size from its images, so a missing scale shot leaves people guessing.
Use your own photographs. Stock or supplier images set the wrong expectation and make returns more likely. If you want a practical routine for taking them on a phone, see how to photograph products with a phone. Give files short descriptive names (for example "ankara-tote-bag-green-front.jpg") and describe what the picture shows, because Google recommends informative, specific descriptions. Webift does not have a separate alt-text field for product photos and uses the product name, so give each product a clear, descriptive name.
3. A first line that says what it is and who it is for
The first two lines of the description matter most. Say what the product is, its main benefit and the key fact that decides suitability. Example: "A lined Ankara tote that fits an A4 folder and a 14-inch laptop. Zip top, two inner pockets, made in Lagos."
4. Specifications in a short list
Use a list the eye can scan. Include the facts a buyer compares: dimensions, weight, capacity, volume, colour name, model number, power, battery, compatibility. Use the same units everywhere (centimetres, not a mix of inches and centimetres) and state them: "Height 32 cm, width 38 cm, depth 12 cm".
5. Sizing, fit or quantity
For clothing and shoes, give a size chart in centimetres and say how the item fits ("true to size", "runs small, size up"), plus the height of any model and the size worn. For food and beauty, give the weight or volume ("250 ml", "12 pieces"). Baymard also reports that 57% of the benchmarked sites do not use buttons for size selection; clear, visible size options are easier to use than a hidden dropdown, so check how your options appear on a phone.
6. Materials, ingredients, care and use
Name the material ("100% cotton", "faux leather"), the ingredients in order where relevant, how to use or care for it, and shelf life or expiry for anything perishable. If a product carries a registration or approval number from a regulator, show it exactly as it appears on the pack and only if it is genuinely yours. Do not make health or "cure" claims you cannot support.
7. What is in the box
A bundle, a gift set or an electronic product should list what arrives: "1 tote, 1 dust bag". It prevents the "I thought it came with..." message.
8. Delivery, in plain terms
Tell the customer roughly how much delivery costs and how long it takes, or link straight to your delivery page. Baymard's benchmark found that 67% of sites do not give a total-cost estimate near the buy section, which leaves shoppers to find out the real cost later. If you offer pickup, say where and when. For how to set zones, fees and promises, see how to handle delivery.
9. Payment options and what happens next
State which options you accept (card, transfer, pay on delivery where it applies) and what the customer should expect after ordering: a confirmation, a call, a dispatch message.
10. Return or exchange terms, visible on the page
The same Baymard benchmark found that 44% of sites do not show or link their return policy within the main product content, while 60% of users say they look for return information there. A one-line summary with a link beats a policy buried in the footer: "Exchanges within 7 days if unworn and tagged. Details here." Replace "7 days" with whatever you will genuinely honour. A plain-language policy template is in how to write a returns and exchanges policy.
11. Honest proof
Proof is evidence that real people have bought and are happy, or that you are a real business. Honest options:
- Your own photos of packed orders (with the customer's name or details removed)
- Screenshots of customer messages, but only with the customer's permission
- A short line about who you are and where you operate
- A clear contact route, such as a WhatsApp chat link or phone number
- How long you have been selling, if that is true
Never write or invent reviews, testimonials or numbers. If you have none yet, leave the section out rather than fill it with something fake. Do not put "4.9 stars" on a page unless it reflects real ratings you can show.
12. A few real FAQs
Three to five short questions, taken from your own chat history. Examples: "Does the colour match the photo?", "Can I wash it in a machine?", "Is it suitable for sensitive skin?" Answer in one or two sentences.
13. Stock status and a way to ask
Show clearly whether the item is in stock, low or sold out, and offer a simple way to ask a question before buying.
What to emphasise by product type
| Product type | Details customers need | Often missing |
|---|---|---|
| Clothing and shoes | Size chart in cm, fit, fabric, model size | How it fits, fabric weight |
| Skincare and beauty | Volume, key ingredients, skin type, how to use | Full ingredient list, shelf life |
| Bags and accessories | Dimensions, capacity, material, closure | Scale photo, inner pockets |
| Electronics | Model, power, compatibility, warranty terms | What is in the box |
| Food and drink | Weight, ingredients, storage, shelf life | Storage and expiry date |
| Digital products | Format, pages or length, compatibility, delivery method | What the file looks like |
For digital products, say the file type, the size or length and how the customer receives the download, and see how to sell digital products for setup and policy.
A description template
Copy the structure, then fill it with your own facts.
- Line 1: What it is and who it is for.
- Key details (list): Size or volume, material or ingredients, colours or variants, what is in the box.
- How it fits or how to use it: One or two sentences.
- Delivery and returns: Estimated delivery time and cost, with a link; exchange terms in one line.
- FAQs: Three to five real questions.
- Contact: How to ask a question.
Before and after (illustrative)
Weak: "Beautiful bag. High quality. Many colours. DM to order."
Stronger: "Lined Ankara tote bag, medium. Fits an A4 folder and a 14-inch laptop. 32 cm high, 38 cm wide, 12 cm deep. Cotton outer, polyester lining, zip top, two inner pockets. Available in green, blue and orange. Delivery within Lagos in 1 to 3 working days; other states in 3 to 7 (see delivery page). Exchanges within 7 days if unused. Questions? Message us on WhatsApp."
Both are fictional. The second answers eight questions the first leaves open, and it stays honest because every claim is something the seller can keep to.
A 10-minute audit for each page
Score one point for each "yes". Aim for 9 or 10 out of 10 on your top products first.
- Does the title say exactly what it is?
- Are there at least three real photos, one showing scale?
- Are size, volume or dimensions stated with units?
- Is the material or ingredient list stated?
- Does the first line say who it is for?
- Is the delivery cost and time shown or linked?
- Are payment options stated?
- Is the exchange or return rule visible?
- Are there FAQs from real customer questions?
- Is stock status correct and is there a way to ask a question?
If you sell the same product in several sizes or colours, a Webift store lets each variant carry its own price, SKU and stock, shows in stock, low and sold out labels, and can display a compare-at (struck-through) price. You write the size chart, ingredients and FAQs into the description yourself. If you want to try it, you can create a store on Webift; any page builder or catalogue that lets you write the details above will work just as well.
Frequently asked questions
How long should a product description be?
As long as it takes to answer the buyer's questions, and no longer. A simple item may need a few lines and a list; a technical product needs more. Put the decisive facts first and the detail below, so people who skim still see what matters.
Do I need a size chart on every clothing product?
Yes, for anything where size matters. Give measurements in centimetres, say how the item fits and mention the size the model is wearing. A chart on the page prevents many exchange requests.
Should I copy the manufacturer's description?
It is better to write your own. Manufacturer text is often vague and appears on many other stores. Use the manufacturer's specifications for facts, then add what you know from handling the product: how it feels, how it fits, who it suits.
What if I do not have customer reviews yet?
Leave the section out, or use honest alternatives: your own photos, clear contact details and a plain statement of your exchange rule. Do not invent reviews or ratings. A page with fewer, true signals is better than one with fake ones.
Do product page details really affect orders?
Baymard's research on large international stores found that many sites leave out in-scale images, clear size options, total-cost estimates and visible return information, and that users look for some of these details. That does not prove the same effect for your store. Your own chat history will tell you whether the same questions come up in your business, which is the best test.
