The product page is fundamental for consumers to research, select, and ultimately purchase product. It is the cornerstone of the shopping experience as today many shoppers are driven directly to that page. Alternatively, visits from a shopper’s journey may include locations ranging from the home page, to category destinations and search landing pages. Regardless of one’s point of origin, the page must be both compelling and comprehensive to turn browsers into buyers.

Here’s an informative 40-page pdf. They begin by covering a series of research findings that look at the role of the product page and its performance across the merchant community. From there they share guidelines for product page decision-making through six showcases that highlight best practices and visuals. Thought-provoking questions round out each showcase to ensure that merchants make the necessary investment in the page that is both fundamental to and powers onsite conversion.