What a good mobile product page answers

It answers the objection before it is raised: price, delivery date, size or fit, and what happens if it is wrong — visible without scrolling on a phone.

The four questions

Every product page is answering the same four things, whatever it sells. What is it and what does it cost. When will it arrive. Will it be right for me. What if it is not.

A page that answers all four above the fold on a phone converts better than a page with more photography, more copy and more badges that answers three of them and buries the fourth in a linked policy.

Photographs do most of the remaining work

Two shots carry a product page and they are rarely the two that get shot first. One is the item at real scale beside something familiar, which answers “how big is this actually”. The other is the item in use, which answers “what is it like to own”. The white-background hero is the one everybody has and the one that decides least.

Both of these reduce returns as well as increasing sales, which makes them the cheapest investment available on the page — a return costs the shipping twice and the customer once.

What to take off the page

• A carousel of badges nobody reads.
• A pop-up over the price.
• Related products above the buy button.
• Anything that pushes the delivery date below the fold.

The test

Open it on a phone and answer the four questions without scrolling. If you cannot, neither can the customer — and they are less motivated than you are.