In the world of online shopping, we‘ve all been there. After spending hours scouring the internet for the perfect product, you finally arrive on a promising product page. But instead of a clear, compelling showcase of the item you‘re looking for, you‘re greeted by a wall of tiny text, grainy images, and confusing navigation. Frustrated, you close the tab and move on to the next option.
As an ecommerce business, you can‘t afford to lose potential customers due to poorly designed product pages. In fact, research shows that 87% of consumers rate product content extremely or very important when deciding to buy. Your product pages are often the final stop in the customer journey before a purchase is made—and a well-crafted page can mean the difference between a completed order and an abandoned cart.
So what does it take to create a product page that captivates customers and convinces them to convert? In this post, we‘ll dive into 20+ exceptional product page examples and extract valuable insights you can apply to your own ecommerce site. But first, let‘s clarify exactly what a product page is and why it matters so much.
What is a Product Page?
A product page is a dedicated webpage that showcases a specific product and provides customers with all the information they need to make a purchase decision. While the exact content of a product page varies depending on the industry and type of product, most pages include the following core elements:
- Product name and description
- High-quality images and/or videos
- Pricing and promotions
- Product specs and details
- Customer reviews and ratings
- Related products or product recommendations
- Call-to-action buttons (e.g. "Add to Cart")
The primary purpose of a product page is to give customers a comprehensive overview of an item and entice them to purchase. It‘s an opportunity to highlight the features and benefits of your product, answer common questions, and build trust and credibility with your target audience.
Why Product Pages Matter
To put it simply, product pages are one of the most critical touchpoints in the ecommerce customer journey. Consider these statistics:
- The average consumer consults 3-5 content pieces before making a purchase
- 76% of consumers say the most important factor in a website‘s design is that it "makes it easy to find what I want"
- 98% of consumers have been dissuaded from completing a purchase because of incomplete or incorrect content on a brand‘s website
In other words, your product pages play a pivotal role in moving customers from casual browsers to confident buyers. A well-optimized product page not only showcases your items in the best light, but also alleviates any potential concerns or objections a customer may have about purchasing from your brand.
On the flip side, a poorly designed or thin product page can be a major turn-off for potential customers. If key information is missing, hard to find, or visually unappealing, visitors are likely to bounce from your page and search for better options elsewhere.
The stakes for product page design are high—but the rewards are worth it. Even a minor lift in conversion rate can translate to significant revenue gains over time. So what are the most innovative brands doing with their product pages in 2024? Let‘s take a look at some of the latest trends.
Product Page Design Trends for 2024
1. Mobile-First Design and Fast Load Speeds
In 2021, 72.9% of all retail ecommerce is expected to be generated via mobile. Unsurprisingly, mobile-friendly design has become a must-have rather than a nice-to-have for product pages. Some key mobile optimizations include:
- Responsive design that adapts to any screen size
- Large, tappable buttons and links
- Streamlined content and minimal text
- Fast load speeds (ideally under 3 seconds)
Brands like Morphe have taken mobile optimization a step further with device-specific experiences. The cosmetics retailer‘s product pages display user-generated content from Instagram when viewed on mobile, but not on desktop.
2. High-Quality Images and Videos, Including 360-Degree Views
With the rise of remote shopping, customers expect to see products from every angle before buying. In addition to crisp, zoomable images, many brands are incorporating product videos, 360-degree rotations, and even augmented reality tools to help customers visualize items.
Furniture retailer Made.com does this exceptionally well, providing a range of images for each product alongside a "View in 360 Degrees" option. Clicking this launches an immersive experience where users can drag to rotate the item and zoom in on materials and details.
3. Customer Reviews and User-Generated Content
Social proof is a powerful tool for building trust and driving conversions. In 2024, expect to see even more brands integrating customer reviews, ratings, and user-generated content directly into their product pages.
Skincare brand Glossier is known for its engaged community of fans and influencers. The company‘s product pages prominently feature customer reviews and photos, allowing shoppers to see how products look on a diverse range of real people.
4. Personalized Product Recommendations
As ecommerce becomes increasingly competitive, personalization is key to standing out and delighting customers. Many brands are using data and artificial intelligence to surface tailored product recommendations on product pages.
Sephora‘s "Recommended For You" section appears on every product page and dynamically populates based on the customer‘s browsing history and preferences. This helps guide customers to other relevant items and encourages larger basket sizes.
5. Detailed Specs and Sizing Information
One of the biggest challenges of online shopping is determining whether a product will meet your needs or fit your body. Forward-thinking brands are overcoming this hurdle by providing as much detail as possible about size, materials, and dimensions.
Madewell‘s product pages include a "What‘s My Size?" tool that recommends the customer‘s ideal size based on their height, weight, and body shape. The pages also list the model‘s height and size worn for reference.
6. Unique Value Propositions and Social Proof
Standing out in a sea of similar products requires clear communication of your brand‘s unique differentiators. Top-performing product pages often highlight special features, sustainability credentials, or social impact initiatives.
Allbirds, a sustainable footwear brand, dedicates ample space on its product pages to describing the eco-friendly materials used in each shoe. The company also quantifies the carbon footprint of each product and explains how it offsets those emissions.
Now that we‘ve covered some of the key trends shaping product page design, let‘s dive into 20 examples of brands putting these principles into practice.
20 Exceptional Product Page Examples
1. Dyson
Dyson is renowned for its sleek, high-tech home appliances, and its product pages perfectly embody that ethos. The page for the Dyson V15 Detect cordless vacuum opens with an auto-playing video showcasing the product‘s unique laser dust detection feature.
As you scroll, animated graphics and concise copy highlight the vacuum‘s key selling points, such as its advanced filtration system and long-lasting battery. The page also includes a comparison chart pitting the V15 against other Dyson models, making it easy for customers to choose the right option for their needs.
2. Beardbrand
Beardbrand‘s product pages exude the same laid-back, quirky vibe as the men‘s grooming brand itself. The top of each page features an eye-catching illustration of the product and its core ingredients, along with a cheeky description.
Further down, Beardbrand goes into detail about the product‘s benefits and how to use it. But rather than a boring block of text, the instructions are presented in a visually engaging, step-by-step format complete with GIFs. Social proof is woven throughout the page in the form of star ratings and customer reviews.
3. Nubian Skin
Nubian Skin is a lingerie and hosiery brand catering to women of color. Its product pages put diversity and inclusion front and center, with models of various skin tones showcasing how each item fits on different body types.
The page for Nubian Skin‘s Naked Collection even allows customers to filter images based on the model‘s skin tone to get a more accurate sense of color matching. Other thoughtful details include a size chart with measurements, fabric composition, and care instructions.
4. Huckberry
Outdoor gear retailer Huckberry takes a storytelling approach to its product descriptions, painting a vivid picture of how each item fits into an active, adventurous lifestyle. The copy on the page for the Proof Rover Pants reads like a love letter to the perfect pair of travel trousers.
In addition to evocative text, Huckberry provides plenty of visual aids, including a video of the pants in action, close-up shots of key features, and images of the pants styled in different outfits. The page also links to relevant blog posts and guides for customers seeking additional context and inspiration.
5. Glossier
As mentioned earlier, Glossier is a master of leveraging user-generated content on its product pages. The brand‘s product images often feature real customers rather than professional models.
Glossier also pioneered the "Instagram slider" format, where visitors can swipe through a carousel of user-submitted photos showcasing the product in action. This authentic social proof is paired with succinct, benefit-driven product descriptions that speak directly to the customer‘s needs and desires.
How to Create a Product Page That Converts
Now that we‘ve explored some standout product page examples, let‘s recap the key strategies you can use to level up your own pages:
-
Prioritize mobile experience: Ensure your pages are responsive, fast-loading, and easily navigable on mobile devices.
-
Invest in visual content: Use high-quality images, videos, and 360-degree views to bring your products to life and help customers visualize ownership.
-
Incorporate social proof: Leverage customer reviews, ratings, and user-generated content to build trust and credibility.
-
Personalize recommendations: Use data to surface relevant product suggestions tailored to each customer‘s preferences and past behaviors.
-
Provide detailed specs: Include comprehensive information about sizing, materials, dimensions, and other key product details.
-
Highlight unique value props: Communicate what sets your brand and products apart, whether it‘s sustainable sourcing, giving back, or innovative features.
-
Tell a story: Use descriptive, benefit-driven copy to help customers envision how your product fits into their lifestyle.
-
Make it scannable: Break up text with headings, bullet points, and visual aids to facilitate quick, easy digestion of key information.
-
Optimize for search: Include relevant keywords in your product titles, descriptions, and metadata to improve discoverability in search engines.
-
Test and iterate: Use A/B testing and analytics to continuously optimize your product pages based on real user behavior and feedback.
Conclusion
Effective product page design is both an art and a science. It requires a deep understanding of your target customer, a keen eye for visual storytelling, and a commitment to ongoing testing and refinement.
By studying the strategies of industry leaders and applying the tips outlined in this post, you can craft product pages that not only educate and inspire your audience but also drive measurable business results. Remember, your product pages are often the last stop before a customer clicks "add to cart"—so make every element count.
As you embark on optimizing your own product pages, keep the customer experience at the center of every decision. Aim to anticipate and address their needs, desires, and potential objections at each stage of the journey. With a little creativity and a lot of customer empathy, you can design product pages that delight shoppers and keep them coming back for more.