eCommerce usability: the ultimate guide
Besides all this, your product page, like your homepage, needs an excellent call-to-action. That will in most cases be the Add to Cart button. Limit all distractions, make the text actionable, use the right color. And if possible, add a review somewhere near that button. More on calls-to-action here, and more on button design here.
More details and real life examples in our product page UX article. If you like more insights on creating trust, please read this article we did on the matter: 7 ways to increase sales by creating trust. You also find a good starting point for more insights on testimonials and reviews. If you’d like some extra reading on discounts, check The psychology of discounts.