The webshop checklist
Product page checklist: 8 checks for your webshop
Your product pages pass this part of the audit when every product has a full set of images, a name in the words customers search for, consistent specifications, size and colour buttons, and delivery and return terms beside the buy button. Test it on your ten best-selling products first, on a phone.
By the MoraLab team · Updated · 2 min read
The 8 checks
A full set of images for every product
A clear main image plus other angles, details, one image that shows the size, and one of the product in use. Baymard found 42% of shoppers judge size from the images. Test it: open a product and ask yourself whether you could tell its size and quality without reading anything.
Images for every colour and variant
Each colour photographed, and the gallery switches when the shopper picks one. Test it: choose a different colour and check that the main image changes.
Zoom that shows the material
Images sharp enough to zoom in on fabric, wood or stitching. Test it: zoom on your phone and see whether the texture is still clear.
A product name in the words customers search for
What the product is, plus the attribute people search on, such as material, size or model. Test it: compare the name with the terms in your site search report.
Key features first, then a specifications table
Three to five key features near the top, then specifications in the same order for similar products, so shoppers can compare. Test it: open two similar products side by side.
Sizes and colours as buttons
Buttons rather than dropdowns, with sold-out options marked. Baymard found 57% of sites don't use buttons for size. Test it: find a product with a sold-out size and see whether you can tell before you click.
Delivery, total price and returns by the buy button
A delivery date, the delivery cost and a one-line return policy right under the button. Baymard found 67% of sites don't show the total cost near the buy section. Test it: could a shopper know what they will pay and when it arrives without leaving the page?
Video where movement, fit or size sells the product
A short video after the main image for products where motion matters, such as clothing, furniture or appliances. Test it: list the products whose main selling point is something that moves.
Fixing what you found
Most product page problems come down to missing images, missing information or answers placed too far from the buy button. Our guide to product page best practices explains how to structure the page, and the product photography guide has the full shot list.
Frequently asked questions
Which products should I check first?
Your ten best sellers, then the products with the most traffic but the lowest add-to-cart rate. That is where a fix reaches the most shoppers.
Do all products need video?
No. Video earns its place where movement, fit or size is the selling point. Simple products can do without it if the images answer every question.