An e-commerce site's product pages are that site's lifeblood. These are the pages that spotlight products and offer shoppers a 'Buy' button — they're a site's "payoff" pages.

Indeed, the primary struggle of every e-tailer is driving shoppers to their product pages, and then convincing those shoppers to commit to a purchase.

All the ad dollars a merchant spends, all the search engine keyword buys, the fancy homepage, the coupon offers — it all comes down to that moment when a shopper lands on their product page and considers entering their credit card number.

A well-designed product page, then, is absolutely critical to an e-tailer's business. With this in mind, E-commerce Guide spoke with Jakob Nielsen, a leading Internet usability guru, about the essential principles of product page design.

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