Around 16 years ago a pioneering graphic designer decided that this was a good layout for a product page:
The idea took hold and we’ve been following it ever since. But why is the product page laid out this way?
— Is it because this is the best layout from a conversion perspective?
— Is it because this is the layout that’s most familiar to shoppers?
If we had a good scientific reason for why product pages all look the same I’d be fine with it. But my hunch is there is a little bit of “the others are doing it this way, let’s not rock the boat” going on here.
But product pages don’t have to be the way we’ve been designing them. Have a look at this innovative design on thenueco.com: