A website’s homepage is the first impression it makes on visitors, so it’s important to get it right. However, making sales is the ultimate objective of any online store, and you won’t get there unless you have excellent product pages.
A product’s value proposition should be communicated instantly on a good product page. They give potential buyers an in-depth look at a product, describe its features and benefits, and convince them that the product is indispensable.
When creating a landing page for a product, marketers have a lot of options. In the hopes that you’ll be inspired to incorporate some of their features into your next product page design, I’m going to show you some of my favourites and walk you through what makes them so great.
Have fun, I guess? And please don’t get mad at me if you end up wanting to buy more than one of these items. After all, that is supposed to be the end result of your product page.
Best product pages: 16 stand-out examples
Let’s take a look at how some of the most successful online stores design product pages to encourage customers to make a purchase.
- Master & Dynamic
- Love Hair
- Kettle & Fire
- Studio Neat
- Outdoor Voices
- Luxy Hair
- Rocky Mountain Soap
- United By Blue
- Manitobah Mukluks
- Perfect Keto
- Johnny Cupcakes
1. Master & Dynamic
You may think of words like “bold” or “elegant” or “luxurious” after visiting a Master & Dynamic product page. Images focusing on the finer points of the headphones’ construction are used to advertise the company’s wares and demonstrate the product’s high quality. It makes you curious about their pronunciation.
Now, this is not your typical product page. There is only an image and a name that describes the product; no “Add to Cart” button or other information is immediately apparent. The primary shopping cart is located below the fold.
The product pages at Master & Dynamic are practically adventures in and of themselves. As you keep scrolling, you’ll learn more about the headphones’ meticulous construction, cutting-edge features, and user-friendly controls.
It’s true that Master & Dynamic places some emphasis on aesthetics over conversion rate, but not all of it. The floating Add to Bag bar at the top of the page is subtle enough not to detract from the experience, but persistent enough to remind you that you can personalise these headphones. If you want to buy them, you can do so without having to scroll back up and disrupt the flow of the game. (It’s a nice visual reminder of the range of colours available to you.)
2. Love Hair
Love Hair is another company emphasising purity, and its product pages reflect this with a minimalist aesthetic that relies on white space, greys, and hints of colour to draw the viewer in.
Also, Love Hair uses video content to both foresee and address any questions or concerns you might have, rather than just displaying images of the product.
More information about each product and what you can expect to gain from using it can be found below the accompanying video, giving Love Hair an opportunity to address the concerns of its target market. The brand further emphasises the high quality of its ingredients and its dedication to environmental responsibility, as if that weren’t enough to convince you to buy.
Pilgrim’s online shop combines aromatherapy with a modern design aesthetic, with ecommerce product page examples that fade between white and black to simulate how the product would look in your home at different times of day.
Pilgrim’s product landing pages feature some eye-catching effects, but beyond that, there are only a few essential elements to help customers make a purchasing decision.
- Concise product descriptions that get right to the point.
- Popular culture icons that everyone knows and loves.
- A wide variety of methods accepted, including speedy checkout with services like Shop Pay, Google Pay, and PayPal.
- Details on our refund and return policies (30-day returns, 1-year warranty).
- Specifics on how and where packages will be shipped (4-day shipping to the US and UK).
But if you keep on scrolling, you’ll find a more comprehensive product exploration experience. Deeper dives are provided by user-generated content in the form of videos, as well as graphics that highlight the features, benefits, and materials of each product.
Holstee is a humorous and lighthearted company, and its web pages reflect that. The products, the Add to Cart button, and the highlighted text advertising reduced prices for Holstee members are the main points of focus in a straightforward design with splashes of colour.
As a visually-oriented company, Holstee doesn’t keep its product page’s rest of the content as straightforward as what you see above the fold. Please scroll down to view additional images, videos, and options for each product.
Flip between the brand’s mission to great design and quality and more in-depth descriptions and specifications, customer reviews, shipping and returns, and ecology. That way, you won’t have to waste time endlessly scrolling just to get to the checkout page. When this happens, users can simply return to the previous paragraph.
5. Kettle & Fire
Bone broths and soups prepared by Michelin-starred chefs are available for purchase from Kettle & Fire, which are packaged in containers that can be stored for up to two years.
Upon first glance, the product detail page appears to be very similar to an Amazon listing page. There is a carousel of images that showcases the product from various angles, such as lifestyle shots, nutrition labels, “what’s inside” infographics, and more. Underneath each product name, stars from actual customers are displayed, and information is presented in bulleted lists for ease of reading and comprehension.
Despite the fact that Kettle & Fire provides customers with a few distinct purchasing options, the website makes it easy to select and add products to the shopping cart. Underneath the button to “Add to Cart,” it specifies its return and delivery policies.
6. Studio Neat
Studio Neat smashed it with in-depth product pages that feature video, social proof, product photos, and more to help customers make educated purchasing decisions. The goal of each product page designed by Studio Neat is to give customers all the information they need to make a purchase.
The homepage video serves as an introduction to the company and its offerings.
Keep scrolling for more compelling arguments in favour of the featured product and social proof. The descriptions are engaging, and when combined with the appropriate images, it’s as if the shopper already has the item in their hands.
Studio Neat concludes each product page with a series of lifestyle photos meant to convey the company’s ethos and showcase the product in various contexts.
7. Outdoor Voices
Outdoor Voices is an activewear and streetwear brand. Product pages feature high-quality, humorous photos of models to make the clothing seem approachable and authentic to the target audience.
The simplicity and utility of the site’s product pages have won it numerous design awards. Without detracting from the brand’s primary goal—getting customers to click “Add to Bag”—shoppers can easily find information like how to care for their product, specifications, and alternative payment options.
8. Luxy Hair
Given that Luxy Hair specialises in human hair extensions, it’s reasonable to assume that the majority of its clientele consists of females. Since there are many different options for this product, the shopper is guided through a series of questions and selections to help them narrow down their options to the one that will work best for them, such as the hair’s thickness, colour, and length of time it will be in use.
When a shopper answers a series of questions, they are directed to a page that contains (ideally) the exact item they are looking for.
The primary call to action is to put this item in your shopping bag, but if you’re still on the fence about buying it, a video overview is available for your perusal just above the buy button.
The best part about this page is the personalised shopping experience it supports. Customers are more likely to make a purchase after using Luxy as opposed to searching through various collection pages for the perfect garment.
Some of the most prominent signals of cart abandonment are discussed on this page as well, including shipping costs and return policies. Most shoppers, according to the data, will not complete a purchase if shipping costs are too high. A customer’s peace of mind in making a purchase on Luxy is bolstered by the availability of the company’s customer support team, which can be reached at any time.
PooPourri’s approach to the taboo subject of defecation is lighthearted and humorous; the company’s product pages reflect this spirit. It provides shoppers with the information they need to decide whether or not to purchase a toilet spray through the use of clear and concise product descriptions, easily recognisable images, and bright colours.
The supplementary product suggestions, labelled “Most Poopular Products,” are a nice touch. This has become standard practise for online retailers and gives customers another option should they decide they don’t like the one you’ve selected.
Unsure of how a “before you go” spray should be used? It’s no big deal. There is a video included with PooPourri that explains how to use the spray properly. Click the “Let’s Talk Sh*t!” chat window if you need assistance from a support staff member.
10. Rocky Mountain Soap
Since it is a natural body care store, Rocky Mountain Soap understands that its target market is looking for safe, effective products. It highlights key benefits with clear and concise descriptions on its product pages. No genetically modified organisms, no animal testing, all natural ingredients. All of these factors increase the likelihood that a shopper will buy body care products from Rocky Mountain, and they can also work to keep a purchase from being abandoned.
The embedded customer reviews are another distinctive feature of Rocky Mountain Soap’s product pages. You can quickly scroll through recent customer reviews to gain confidence in your purchase.
Customer feedback is taken very seriously at Rocky Mountain Soap. According to a survey conducted by Bizrate Insights, nearly a quarter of consumers always consult customer reviews before making an online purchase, and another 40% do so frequently. One surefire way to ease a shopper’s concerns about buying something online without first physically handling it is to show that multiple customers have given the item a perfect 5-star rating.
11. United By Blue
United By Blue, one of the most environmentally friendly online retailers, is committed to cleaning up the world’s oceans and waterways. You’ll see that “every product purchased removes 1 pound of trash,” a reference to its stated mission, is repeated after each purchase. After all, who wouldn’t want to help the planet and feel good about themselves at the same time?
A sizing chart aids customers in buying the correct size, which likely decreases the number of returns stores must handle.
Each product page has a minimalist design that guides customers through the product details, customer reviews, and an opportunity to upsell and cross-sell other products from the same brand.
69’s front page is effective, and it’s not hard to see why. This is obviously an eye-catching product page. Unlike most other e-commerce stores, this one actually brings the website and the featured products to life, with the characters moving before your eyes and appearing to look right out at you.
When you click on a product, you’ll be taken to an interactive page with a modern design and plenty of white space. You can tell that this isn’t your run-of-the-mill e-commerce product page. In addition, because there is nothing to detract attention from the products on sale, customers can focus on making a purchase.
Foldable and easily shipped, Leesa mattresses make traditional mattress shops obsolete. Product page does a good job of answering some of the questions people have when shopping for mattresses online:
- Leesa offers a monthly payment plan for its expensive mattresses.
- Okay, but what if you hate your bed? Leesa offers a 100-day trial with no obligations.
- There is a ten-year guarantee on each bed.
By including this data on the product page, you can help customers feel more at ease when making a sizable purchase online, which in turn can boost sales.
There are a lot of mattress companies out there now, so Leesa doesn’t waste any time getting to the heart of the matter by explaining why its products are superior to those of its competitors. Shoppers can learn more about what sets a Leesa mattress apart by exploring an interactive graphic that reveals the various layers of the mattress.
In addition, it uses this opportunity to talk about its corporate social responsibility policy, which involves donating one mattress for every 10 that are sold.
The more you explore the Leesa website, the more convincing the company becomes that you should buy a mattress from them. To give you an idea of how much other people have liked Leesa mattresses, the company displays product reviews. As if that weren’t enough, it also provides an extensive Frequently Asked Questions section to ensure that buyers have all the answers they need before buying.
14. Manitobah Mukluks
The high(ish) unit price of Manitobah Mukluks necessitates additional thought before making a purchase. If you really want to buy something and it costs less than $20, chances are you will. However, if the cost keeps rising, you may start to feel guilty about making a purchase. Furthermore, you should never make your guests feel guilty.
The most common concerns about online shopping are addressed on this page by having “free shipping” and “free returns” prominently displayed next to the Add to Cart button. Customers have confidence that their purchase is not a final commitment and that the displayed price is fairly indicative of the true cost.
The brand makes it possible for the undecided buyer to take their time exploring the company’s history and values without ever leaving the product page.
The buyer can find out about the history of the artwork on the bottom of the boots and the fact that the company is Indigenous-owned (and what that means).
15. Perfect Keto
In terms of optimised product pages, Perfect Keto has many of the features present. It aids in providing shoppers with relevant information as quickly as possible by
- making use of both a descriptive title and text for the product.
- Featuring ratings from actual customers.
- Displaying what is available and what is new for a given product clearly.
- Including “subscribe and save” and other recurring order payment options, as well as interest-free instalment plans.
- Advantages are communicated using bullet points.
- Using pictures that really show off the product.
If you need more convincing to make a purchase, keep scrolling down for additional content such as recipes, ingredients, reviews, lifestyle shots, and more.
16. Johnny Cupcakes
I have a soft spot for anything that even remotely resembles candy. Playful in nature, Johnny Cupcakes bills itself as “the world’s first t-shirt bakery” and advertises all of its new products as “freshly baked.” It’s got a great hook for a story.
The clothing and quirky patterns are presented in high-quality photographs that are a great example of the company’s skill with product photography. It has a cute loading animation of a fat kid trying to catch a cupcake.
Further, a shopping cart appears on the right side of the screen when you click the Buy Now button, serving as a gentle reminder that you can complete your purchase at any time. As a not-so-subtle hint, it suggests that you haven’t finalised the deal yet, and it lays out your payment options in clear language. This transforms the homepage into the final step of the buying process and is a powerful time saver.
Product page design best practices
E-commerce websites rely heavily on product pages because they are where customers go to find answers to their questions and be convinced to make a purchase. Therefore, accuracy is essential.
Here are some suggestions for how to improve your product pages and soon-to-be-launched pages so that they are more visible online, interesting to potential customers, and useful in guiding them toward a final purchasing decision.
Use product page layout best practices
A review of hundreds of e-commerce product pages by Nielsen Norman Group revealed that the most effective product pages shared the following characteristics:
- Labeling a product with a meaningful descriptor.
- Easily Recognizable Item Illustration (s).
- Close-up of the product’s image (s).
- Total cost, including shipping and handling and any other fees associated with the specific item being purchased.
- The ability to easily select a product from a list of available options, including colour and size.
- The availability of said product.
- There should be a straightforward method for adding items to the shopping cart and instantaneous confirmation that they have been added.
- Short but detailed explanation of the features and benefits of the offered product.
Use high-quality product images
Did you know that 74% of internet buyers rely on visual information when making a purchase? Large, high-quality images of your product should be prominently displayed on your site to help potential customers visualise what they’re buying. Images of your product should include both “lifestyle photos” showing the product in use and “minimalist photos” showing the entire product against a neutral background.
360-degree product images or a professionally produced product video can make your product pages more interactive and increase conversions, making for a truly exceptional online shopping experience.
Write compelling product descriptions
Once you have stunning images of your products, you need to back them up with descriptions that convince customers to make a purchase. The best product descriptions are written with the target audience in mind, and they highlight the benefits of the products in clear, concise language that can be quickly skimmed. (The goal is to convey the gist of the discussion in a few succinct sentences.)
76% of shoppers want to see specific product specifications, so you should include technical information and spec sheets (like a sizing chart) to answer questions, compare products, and help shoppers get started with the buying process as soon as possible.
Add a live chat window
In order to be effective, a product page must be able to both foresee and address customer concerns. However, there will always be interested customers who would like to learn more about your company and would like to get in touch with you to do so.
Rather than having to wait for a return phone call, live chat lets your site visitors talk to you in real time. A potential customer can quickly and easily ask questions of your sales staff, receive answers, and complete a purchase through a live chat window.
Show customer ratings and social proof
The typical shopper will read ten reviews from previous buyers before making a purchase. Your online shoppers will go elsewhere if you don’t include customer reviews and testimonials on the products’ individual pages. Where do we find this magic bullet? If you want to save your customers the trouble of hunting around for it, put customer reviews right on the product pages.
Build your ecommerce product pages with Shopify
Customers will examine your product pages to help them decide whether or not to make a purchase from you. Design expertise is not required to build a website or make engaging product pages that convert visitors into buyers. Shopify allows you to make beautifully designed, well-optimized product pages for your online shop.
Check out our top 27 free Shopify apps as you construct your online store to aid in management, promotion, and eventual expansion.