How to write a product page in e-commerce? Don't copy the text from the manufacturer

I'm a product photographer, here's what happened with us, let me leave a practical list from the visual side.

The first image should show the product alone, plain background. The second image should give scale — product in hand, on a table, in use. The third image should be a detail shot, showing texture and material. The fourth image should show the box contents.

This ranking lowers the return rate because the customer knows what they're getting. Most returns happen because "I didn't understand the size."

Also for small businesses shooting with a phone: by the window, during the day, no direct sunlight. It gives better results than studio lighting and it's free.

As a fashion brand, I have something to add to this because returns are our biggest headache!

We put the size chart right on the product page, not on a separate page. Just this change alone made a difference.

Then we did one more thing: we listed the model's height and the size they're wearing. Like "Model is 1.72m tall and wears a Medium." It's a very simple sentence but it helps the customer visualize themselves in it.

We also state whether the product is stretchy and how thick it is now. Anything that can't be understood from the photo comes back as a return!

Let me add something about returns from a logistics perspective, because the cost is usually underestimated.

The cost of a return isn't just the return shipping fee. Inspecting the product, repackaging it, restocking it, and the fact that it can't be sold during that time are also costs. For seasonal items, this delay can render the product completely worthless.

So lowering the return rate by one point is more profitable for most stores than advertising with the same budget. But nobody thinks of returns as part of their marketing budget.

A technical addition: if writing thousands of products by hand isn't possible, prioritize.

A small portion of the products in your catalog generates the bulk of traffic and revenue. Write those product pages by hand first. Using templates for long-tail products is fine, but the variable part of the template must be truly specific to the product.

Also add structured data: price, stock status, rating score. Properly tagged product pages look richer in search results and the click-through rate increases. Even if the ranking doesn't change, traffic goes up.

Don't delete the page for out-of-stock products either. If the product is coming back, keep the page and add an "out of stock, notify me" option. Every deleted and unredirected page means throwing accumulated value in the trash.

youre right but dont trust anyone who gives guarantees; theer are no guarantees in this business.

im also curious if anyone does it differently.

I've been down this road, let me tell you. btw discussing numbers without verifying the measurement setup is a waste of time.

A page with low traffic might be reaching the right people. Look at where sales come from. This is my opinion I'm not claiming it's absolute truth.

Thanks, that was the answer I was looking for. A competitor's ranking might come from years of accumulation, not just their content.

Correct me if I'm wrong.

Timely topic. The harder it is to reverse a decision, the slower you should make it.

Discussing numbers without verifying the measurement setup is a waste of time.

my questions are cleared up thanks.

I went through the same thing.

We got stuck at the same point for a while. The answer varies greatly by industry; there is no one-size-fits-all rule.

Proven by experience.

Same here.

Exactly, and not many people know this. Map listings bring more business than blog posts for most local businesses.

The answer varies greatly by industry; there is no one-size-fits-all rule.

I was thinking the same thing. Discussing numbers without verifying the measurement setup is a waste of time.

This is my opinion, I'm not claiming it's absolute truth.

Great work. When making decisions, write down the worst-case scenario too, not just the best.

Ranking is the result, search intent is the input. Look at intent first. This is my opinion, I'm not claiming it's absolute truth.

Noted, thanks.

I was thinking the same thing. Speed is a threshold issue; if you're already fast, making it faster changes nothing.

Start with a small trial; don't commit to everything at once. That's all, sorry if I went on too long.

Absolutely. If I were to add anything: Don't hesitate to ask; those who don't ask always pay more.

Internal linking is the cheapest and most neglected task. Good luck with that.