In 2025, competition in e-commerce has reached a new level. There are plenty of online stores, even more offers, and customer attention is shorter than ever. That’s why a product presentation is no longer just a “description + photo.” It has become a mix of UX design, persuasive content, website performance, marketing tools, and a deep understanding of consumer psychology.

The customer no longer reads — they scan, assess, and compare. That’s why in 2025, those who win are the ones who make it instantly clear: “This product is exactly for you. Here’s how it solves your problem. And here’s why buying it is easy and worth it.” This kind of presentation turns a website visit into a sale.

In this article, we’ll break down how to format a product page, how to optimize your site end-to-end, how to structure everything at the development stage, and what no longer works today. At the end — practical takeaways for Ukrainian e-commerce and examples of how we help product-based businesses implement these principles in real life.

How Content Presentation Influences Purchase Decisions

Not just a description — but a benefit for the customer

In 2025, users aren’t searching for technical specs — they’re looking for answers to their needs. For example, instead of “2100W hair dryer,” it’s better to say: “a powerful hair dryer that dries your hair in 3 minutes.” In other words, content should focus on value, not just functionality.

This matters for both large e-commerce players and small businesses just launching a product-based business in Ukraine. The sooner a customer understands what problem a product solves, the higher the chances of a purchase.

Brand voice that builds trust

Texts should match the brand’s tone: formal for electronics, emotional for clothing, expert for cosmetics. It’s essential to maintain a consistent style across all pages of the website. This creates a cohesive impression and strengthens trust.

Tip: use SEO copywriting, but make sure keywords feel natural — Google still reads it, but the customer matters more.

Visual support for the text

Images, icons, and bullet points all make content easier to digest — and they also boost conversions. Instead of writing “5-year warranty” in a paragraph, show it as an icon next to the product. In other words, content should be not only informative, but also structured and visually accessible.

Visual Presentation: How to “Package” a Product to Sell It

High-quality visuals are the first thing a potential buyer sees. In 2025, users expect to see a product in real-life settings, not just on a white background. That’s why businesses use:

• Studio photos — to show color, shape, and details.
• Lifestyle photos — the product “in action,” in context: for example, a handbag in hand, a sofa in a living room.
• Macro shots — to highlight textures, seams, and craftsmanship.
• 360-degree views or videos — to examine the product from all angles.

This is especially critical for highly competitive categories like fashion, tech, and home decor.

Video: the “live” format that sells

Successful e-commerce projects increasingly add product videos. These can include:

• functionality demonstrations
• unboxing
• product comparisons
• emotional presentations to trigger impulse purchases

Video builds trust — especially when the customer can’t physically interact with the product. This applies to both major marketplaces and small niche brands.

Interactive features: zoom, AR, configurators

Modern e-commerce websites incorporate interactive elements:

• Image zoom — the minimum must-have.
• AR (augmented reality) — the ability to “try on” glasses or see furniture in your room.
• Product configurators — real-time selection of colors, sizes, and modifications.

These tools reduce uncertainty and increase purchase likelihood — helping the customer understand exactly what they’re getting.

Social Proof: Reviews, Ratings, UGC

In 2025, user trust in brands is built not only through advertising or a quality end-to-end website. A key factor is social proof — real signals from other customers that your product is worth their attention. This is the foundation of modern website promotion online.

Customer reviews: stronger than ads

• Text reviews allow customers to hear the experiences of “people like them.” Especially valuable are those that describe the product’s use in context, such as: “Great for small kitchens” or “The seams held up during a three-week trip.”
• Photo and video reviews significantly increase trust. They allow people to see the product “in real life,” beyond the marketing filter.

Important: don’t hide negative or neutral reviews. Having real dialogue and visible responses from the company actually strengthens your brand image.

Ratings and scores

The average rating is the first thing most users notice. Even a difference between 4.6 and 4.9 can greatly impact conversion. Recommendations:

• encourage customers to leave ratings after purchase
• offer discounts or bonuses for full reviews with photos
• automate feedback requests after delivery

UGC (User-Generated Content): “advertising” from the customer

UGC includes content created by buyers: photos, videos, social media stories, tags of your brand. This type of content:

• increases brand awareness
• works like a “recommendation from a friend”
• provides a real, authentic product presentation

Ideas to encourage UGC:

• customer contests with prizes
• reposting content to brand pages
• branded hashtags
• discounts for photos with your product

Social proof through influencers

Working with micro-influencers (under 10,000 followers) often delivers better results than big-name endorsements. Why? Higher engagement and a more relatable content format.
To make it work:

• choose influencers who already use similar products
• don’t force a strict script — naturalness is the most valued trait in 2025
• add influencer quotes or videos to your product page — these act as additional trust signals

Descriptions and Specs: Clear, Not Dry

In 2025 e-commerce, product specs must be not only accurate but also easy to understand, emotionally engaging, and visually supported. The goal is to help customers make informed decisions without endless scrolling or Googling.

Human language that sells

Dry phrases like “size: 140×200” should be replaced with wording such as: “The duvet size is perfect for a double bed” — this creates an image and helps customers visualize usage.

Other examples:

• Instead of “material — 100% polyester” → “Warm fleece that stays smooth after washing.”
• Instead of “capacity — 2L” → “Holds a full lunch for two.”

This type of phrasing transforms dry specs into emotional purchase triggers.

Combining facts with benefits

Provide a core characteristic and immediately explain the value:

• Material: natural cotton. Breathable fabric suitable for sensitive skin.
• Processor: Snapdragon 8 Gen 2. Play without lags and get more done.

Specs only work when the buyer understands what they mean in practice.

Structure and readability

• Use headings, bullet points, and short paragraphs — the text should be easy to skim.
• Put the essentials above the fold: if buyers don’t find key info right away, they’ll leave.
• It’s best to present technical specs in a separate structured block with icons — this boosts credibility.

Tone tailored to your audience

For a youth brand — more emotion and light slang (within brand voice). For electronics — precision and seriousness, but not robotic. For parents — highlight safety, convenience, and ease of cleaning. The goal is to speak your customer’s language.

The Role of Product Page Design in Conversion

In 2025, product page design affects more than just aesthetics — it directly impacts financial results. Visual perception, loading speed, and logical layout all influence the customer’s decision to buy.

The first screen decides everything

Buyers spend an average of 2–3 seconds evaluating a page. If the first screen doesn’t answer their main question, they leave. Make sure to include:

• A high-quality image showing product scale (e.g., next to a hand, table, or in an interior setting)
• Price and discounts — highlighted and easy to scan
• Product name — short, clear, and free of excessive technical jargon

Visual elements: photos, videos, infographics

• Photos from different angles, close-ups, and real-life use
• Video reviews — show functionality and build trust
• Icons or infographics — replace long text blocks and deliver information faster

The “Buy” button: simple and visible

• It should be immediately accessible, with no need to scroll
• Contrasting, large, and with a clear call to action: “Buy Now,” “Add to Cart,” “Order Today”
• Avoid multiple buttons in the same block — it confuses users

UX: minimum friction, maximum logic

• Easy selection of color, size, and quantity — without complex dropdowns
• Instant price calculation for sets or multiple items
• Visible delivery, payment, and return options — all on the same page, no extra clicks

Responsiveness is a must

Your website must be mobile-friendly. According to 2025 analytics, over 70% of e-commerce purchases are made on smartphones. If your site doesn’t work on mobile — users will go to your competitors.

Building Trust in a Product

In 2025, user trust is a currency that directly converts into sales. Even the best price or design won’t work if the buyer isn’t confident in the product’s reliability. Here’s how to fix that.

Customer reviews — social proof

• Real reviews with photos and videos validate quality.
• Adding a “Ask a Question” option helps activate the community.
• Reviews should be placed directly on the product page — not on a separate tab.

Detailed descriptions and specifications

• A complete specs table: dimensions, materials, technical data.
• A written description — structured, with bullet points and subheadings.
• Lack of information is a red flag for the customer.

Guarantees, certificates, and inventory visibility

• Icons or images of certificates build credibility.
• Clearly state warranty availability and return terms.
• Photos of your warehouse or packaging process build an emotional connection.

Clear information on payment and delivery

• Don’t hide delivery costs — they should be predictable.
• Provide specific timelines and payment methods.
• Include an FAQ block answering common questions.

Transparent return policy

• Highlight a short statement like: “Returns within 14 days — no explanation needed.”
• Link to the full policy in the footer or below the description.

E-commerce Project Development: From Showcase to Sales

A successful product presentation is impossible without a properly built e-commerce project. It’s not just a website — it’s a system that combines usability, analytics, and sales logic to drive successful online promotion.

User-centered architecture

• The site structure must align with customer expectations.
• Categories, filters, and product pages — everything should lead to a purchase.
• It’s essential to design the site end-to-end with user behavior and action speed in mind.

Responsiveness and performance

• A mobile version is no longer a bonus — it’s a must-have.
• Page load time is a critical factor. A 3-second delay already decreases conversions.
• Testing across devices helps identify weak spots.

Integrations and automation

• Payment systems, CRM, logistics — everything must be connected.
• These functions should be built in from the development stage, not added after launch.

Ongoing support and development

• An e-commerce platform is a dynamic system. It needs maintenance, updates, and adaptation to trends.
• Technical support helps fix bugs, optimize processes, and test hypotheses.

Full-service development with transparency at every stage

At COI marketing and software, you can order not only a full-cycle online store but also:

• A separate technical brief
• Free cost and timeline estimates
• An SEO-optimized structure for online promotion from day one

We create websites that don’t just look modern — they sell.

COI.UA — The Team That Turns a Product Page into Profitable E-commerce

In 2025, it’s not enough to simply exist in e-commerce — you need smart presentation that drives product-based business. Product cards, UX, responsiveness, photos, descriptions — everything must be not just beautiful, but effective. And that’s our specialty.

At COI marketing and software, we don’t just build online stores from scratch. We:

• analyze the market and competitors
• develop a structure optimized for SEO and sales
• shape product presentation based on user behavior
• test, refine, and provide ongoing support

Want an online store that delivers results? Reach out to COI.UA — we’ll develop the architecture, content, and technical execution to help your business grow steadily and predictably.