On Listing Pages, Descriptions Get More Attention Than Photos
On Amazon category pages, people spent 18% of their viewing time on product photos and 82% on text. Each thumbnail received 0.9 fixations on average, compared with 4.4 for each product description (Nielsen Norman Group, 2010).
What the research observed
Nielsen Norman Group tracked where people looked while they browsed and evaluated products. On listing pages, where many items appear side by side, users relied on the text to compare options. The photos helped people recognize an item, but the words did most of the work of helping them decide (Nielsen Norman Group, 2010).
The pattern changed for visual products. When the item was something like furniture, where appearance is the main reason to buy, people studied the images closely (Nielsen Norman Group, 2010).
The difference comes down to what the visitor needs to know. A photo of a service package, a software plan, or a part number says little that helps someone choose. Text that states what is included, the size, the price, or who it suits gives them something to compare.
What it means for a business website
Many small business sites build listing pages around large image cards with a short title and nothing else. That works for a portfolio of finished kitchens or landscaping projects, where the look is what people are judging. It works poorly for a list of services, products with specs, or membership tiers.
On those pages, a two-line description next to a modest thumbnail will usually do more than a large photo with a vague title. The space saved can go to the details people use to choose.
What to do
- Add a short, specific description to every item on your listing and category pages.
- Include the details people compare: price, size, scope, or who it is for.
- Keep thumbnails modest for non-visual offerings.
- Give images more room only where appearance drives the decision.
Sources
- Nielsen. Photos as Web Content. Nielsen Norman Group, 2010.