Not all products are sold in the same way. Beyond the ergonomics, the information and services highlighted on the product page for a pair of shoes cannot be used to sell a washing machine or a pair of sunglasses. For each type of product, you need to identify the information that encourages people to buy, and find the best organizational structure for promoting them, which will enable the best possible conversion rate to be obtained.
The aim of the product page is to convince shoppers that the product they are looking at is exactly what they need. But the real challenge is getting them to buy it from your shop and not somewhere else! We know that shoppers often visit a site several times before they decide to buy, and that they will compare offers. Hence the importance of making a good first impression to get them to come back.
There is only one aim: to get them to add the product to their shopping cart. The whole information structure and all of the tools must focus on this sole objective, to seduce, inform, reassure and remove any possible objections.
For information, the add-to-cart rate that you can track using Google Analytics is the performance indicator for a relevant offer presented on an effective product page. For a good e-commerce site, it is between 7% and 10%.
Next