Online product detail pages are as important as real-world trial rooms. In fact, 87% of customers feel product content is the most important factor when deciding to purchase an item online as they cannot physically see, feel, or smell the item.
Now, creating a good product page doesn’t mean loading your page with unnecessary information and flashy product pictures.
So, what makes up a great product detail page?
In order to help you answer this question and effectively optimize your product detail page, we’ll be exploring the 20 best product page examples along with the following topics:
- Anatomy of a high-converting product page design (Best practices)
- Product page design 101
1. Glossier: Leaving nothing to chance
Glossier is a beauty eCommerce store that sells beauty products for different shades and skin types. In this page, they sell their matte lipstick with a powerful product page.
What makes it great:
- Crisp copy, like an email: When describing your product, minimal is better. Glossier does not beat around the bush with long text. Thanks to the page design, they effectively sold the product (in every sense of it) without information overload.
I mean, Glossier highlights its value proposition and offers more information for customers interested in the nitty details with collapsible drop-down menus and bullet points. Overall, it’s detailed and yet doesn’t distract visitors from the main goal, which is adding to the bag.
- Customer reassurance: People love to go with what others have done and it’s a known shopping psychology. So, aside from the 3000+ reviews for social proof, Glossier goes beyond the regular reviews and adds customer reassurance.
This is a dermatologist-tested disclaimer that lets customers know that it’s safe to use the product.
So in your product page, add a line that reassures your potential customers to go ahead with purchasing that product. Let it address whatever worries they may have about your product.
- In-store experience: Being a beauty product, prospective customers might worry about getting the right shade. Glossier eliminates this extra consideration time by showing real-life models of different skin tones applying this shade. So like this product page, you should always give the in-store feel to visitors.
2. Bang and Olufsen: Using specifications to your advantage
On this product page, Bang and Olufsen use unique elements to sell their 3-in-1 sound kit.
What makes it great:
- Specifics-driven: This product detail page tells you some important specifications like noise cancellation and handsfree. That’s okay. But it also tells you how these features benefit you in the long run. So you know that choosing this product because of its three internal microphones means that you’re going to get the best connection during long calls or meetings.
- Prominent warranty and return policy: 67% of shoppers check the return policy page before buying a product. That’s why Beoplay clearly states a 30-day free trial period. When you click on that section, it redirects you to a catchy return policy FAQ page.
So if you have a return policy page, consider linking it to your product page to improve conversions. It helps to reinforce trust.
- Minimal design: Because of the complexity of the product, Beoplay’s product page gives a very simple, yet stylish design. You can also toggle between available headphone designs and take a virtual peek into what the headphones will look like in real life. There are enough options to select from but it doesn’t overload the customer with too many choices. The best product detail design pages are simple designs that optimize for user experience first.
3. AstleyClarke: Storytelling for daring products
AstleyClarke is known for their statement jewelry and they went the extra mile to make their product detail page daring just like the brand.
What makes it great:
- Product story and how to: In the product description, AstleyClarke isn’t conventional with specs and design. It skips all that and tells the story behind the inspiration of the product. To help its customers get the best out of it, they also add a brief statement on how to use this unique jewelry.
If you have a statement or uncommon merchandise, you can explore telling the story behind the product on your product page.
- Compact design: In one glance, it’s easy to find whatever product detail you need on this page. AstleyClarke uses visible borders to section each part of the page for a quick glance. So you can easily switch between product details, size charts, delivery, and return policy. This eliminates the endless scrolling it’ll take to get back to the ‘add to bag’ button.
Reviews and inquiries are also clearly sectioned for customers who will be interested in this product detail area. The great part is that although it’s really detailed, the design makes the product page uncluttered.
- Community building: Perhaps what we like the most about this product page is how it subtly requests that you be a part of its community. It appeals to the emotional nature of humans by requesting that you be an inspiration through sharing pictures and tagging the brand on their social media. It’s a unique way to build a network and social proof without being too pushy.
4. Farfetch: Gaining customer insights on a product page
Farfetch has a designer catalog that features designers. It shows transparency on its product page while collecting customer shopping insights.
What makes it great:
- Great use of above-the-fold section: Farfetch takes the transparent approach by putting all the important information above the fold. In this section, they don’t try to convince you with a paragraph on why the product is so great. Rather, they give an inviting discount while introducing the scarcity technique by showing you how many items are left in stock.
They wrap it up by making the CTA bold and directly under the discount. The estimated delivery date also isn’t vague by using the conventional amount of days. Rather they clearly state the days of the month you should expect your delivery.
- Customer insights: A fit predictor that predicts your size shouldn’t seem so necessary when there’s a size guide. However, in the pop-up, Farfetch asks questions about your previous purchases from other designers to help predict your size. This is a great way to gain customer shopping insights for future recommendations. It also helps understand what type of items your customers are likely to shop for.
If you’re considering something similar, be sure that the product element you want to use to gain insights actually works. In this case, the predictor works because it shows you your exact size.
- Eliminates endless scrolling: Like AstleyClarke, Farfetch also uses a toggle and sections to help customers navigate through the details of the product as opposed to scrolling through. This makes it easy for potential customers to return to the CTA. So in this section, you can read through the details of the product itself, review measurements, and other important details about shipping, returns, and warranty seamlessly.
Write product pages that combine stories with insights. Read the complete product page guide
5. Buffy: Endowment effect at play
Buffy is committed to providing the full-round customer experience with not just their product, but from the product page itself.
What makes it great:
- Sensory appeal: Being a product you’ll have to feel, Buffy uses every element of its page to appeal to your senses. In one word; SOFT, the copy encapsulates the experience you’re going to have with the product. There’s also another in-store experience with the color scheme. You can see in real-time what your sheets are going to look like. This page ensures that you can feel the product by just being there.
- The use of endowment effect: The endowment effect is a psychological bias that places a higher value on products you already own. Buffy takes advantage of this psychology by offering a 7-day free trial where you can use and decide on the sheets. After this period, they then charge you for the purchase. This appeals greatly to customers because they are already enjoying the product. So paying for the value they enjoy won’t be as worrisome as paying for the unknown. It’s a great way to get more first-time customers.
- Caret design: Depending on the information you seek, this product page uses a caret to embed long text associated with each section. If you want to read the details, for example, you’ll click on the caret to view dimensions, details, and care instructions in the dropdown. It may not be as effective as a toggle for reducing page scroll, but it is a good alternative worth considering.
Short on time? Here's a quick video with all the brilliant examples:
6. Sonos: Visuals that sell
In this simple waterproof speaker product page, Sonos tells the story of its product with a unique copy and product imagery.
What makes it great:
- Strategic fonts: In this page’s copy, the font size is prioritized to aid scannability. Sonos uses larger fonts to drive the bigger value proposition. All other areas of the description are in lower fonts for users who actually want to read through. The copy is also straightforward and strictly highlights the features of the product which is portability.
- Tactical images: While most product page images are just random pictures of a product, Sonos uses each image to tell a story. They strategically amplify each unique selling proposition of the product (i.e roaming- listening experience everywhere). The images show the product being used in several likely places, creating a mental image that can influence buying decisions. Also, the CTA takes you to view this product in Augmented Reality.
7. ASOS: Helping visitors find answers faster
ASOS is one of the leading eCommerce stores in the world and their product pages do not fall short.
What makes it great:
- Strategic keyword placement: On this product page, you’ll see a thoroughly detailed product title “Neck jumper in green”. This is an excellent strategy because several users may have been searching for this specific item in green. So since it’s a keyword, it not only helps with SEO on external pages like Google Search, but it also helps customers find their search queries on your site faster.
This is a simple and inexpensive experiment you can run across your pages.
- Clean breadcrumb navigation: To help users navigate other products and sections of their page, ASOS implements breadcrumbs across their product pages. So it’s easier to discover the roadmap to a product for future site queries. The breadcrumbs also help with going back to a previous category. This is great for when you have a lot of items in stock.
- Being upfront with their shipping limitations: There might be certain limitations when it comes to international shipping. Since ASOS knows about this probably due to experience, they let their customers know that there might be certain restrictions when it comes to shipping this product. So, there’s a hyperlink that takes you to a dropdown of countries the item can be shipped to.
This helps reinforce the trust a customer has in your processes and generally improves the customer experience.
8. Missguided: Taking advantage of the above-the-fold
Missguided is an eCommerce store that sells outfits. On their product page, they take a lot of effort in ensuring their above-the-fold converts immediately.
What makes it great:
- A deliberate above-the-fold: The first element on this section of the page is a clear incentive. This is to create a sense of urgency since it’s a good deal and encourage customers to add that product to cart. Closely followed is the sizing chart where all available sizes are displayed for customers to select from. Then, it ends with a clear CTA, that leads you to the next step.
So you’ll see that this section of the page addresses all-important blockers of a purchase. That's pricing and available sizes. It is simple, straightforward, and deliberate.
- Customer section: Because of the numerous questions a customer may have about a product, Missguided creates dedicated links to each possible question. These FAQ’s all link back to helpful articles on how to solve these inquiries. In this section, there’s the return policy, order tracking and contact us button. Consider creating a customer section if you have a complex product.
- Transparent delivery rates: On this product detail page, there’s a clear description of all available delivery options as well as how much each of these options cost. This is great because customers can mentally calculate their orders and checkout with a close estimate. This is opposed to waiting until they have finished the checkout process before finding out the shipping and delivery amount. Being transparent about your shipping rates upfront can help reduce the number of abandoned carts in your store.
9. Manitobah: Community-driven with authenticity at its core
On this product page, we see how Manitobah shares stories and experiences behind its brown leather boots to drive purchases.
What makes it great:
- Unique social proof request: Unlike the conventional email call for customer testimonials, Manitobah opts for community-driven social proof. Here, they use their Instagram page to acquire endless tags of customer testimonials which they promise to fit into their product page reviews. This implies that all product page images are crowd-sourced from real-life customers.
- Brand storytelling: Another unique feature of this product page is how Manitobah sells its product through story-telling. The product page clearly describes the vision and mission of the company. It also tells the story of community building along with the inspiration for the boots which then further drives the value proposition of authenticity.
Consider driving sales by showing your customers the reason behind your brand especially if it’s a unique product.
- Strategic cross-selling: While other product pages take time to upsell a product, this product detail page is more deliberate with its approach. No randoms, it shows off complimentary boots and shows them off as a package bundle. This offer is also appealing because it offers a discount on both products and shows what the initial price for each would have really been. It’s an opportunity to clear more items in your store.
10. Tangle Teezer: Driving sales through customer guides
See how Tangle Teezer uses appealing visuals and helpful explainer content to increase engagement and drive sales.
What makes it great:
- Explainer videos: Not a lot of eCommerce stores can pull this off but purple passion did a great job with this. Across this product page, you’ll find embedded videos showing you how to use the product in real-time.
Since the product needs a little more convincing before a purchase can be made, it reinforces your need for the item just before the checkout process begins. These videos also show the product being used by a member of the target audience so it's more convincing. Finally, the videos are also crisp, clear, engaging, and informative.
Instead of opting for a super long description, show the benefits of using your product in a short detailed video.
- Benefits in colors and icons: For more emphasis on certain value propositions, purple passion uses icons and colors to highlight these areas. An example is it being great for 3c to 4c hair. These icons represent what the value is and such attention to detail can drive more purchases. For social proof and statistics, brighter colors are used to aid scannability and emphasize its high ratings.
11. Bloomingdale's: The power of choice
Bloomingdale's focuses on increasing its customer lifetime value and offering the power of choice on this product detail page.
What makes it great:
- Customer lifetime value: While other websites tend to push customer loyalty at checkout pages or on separate landing pages, Bloomingdale's attempts to improve customer lifetime value by offering a loyalty program on the product page itself. This is a great strategy to implement especially on your best-selling product items. Like Bloomingdale's, you could give your loyalists free shipping or add a different incentive that’ll encourage your customers to join the loyalty program
- Power of choice: Rather than assume all customers would prefer delivery, they conveniently place the available shopping options (pickup and delivery option) on the product page. So as a customer, you have the power of choice. These options also have links that show customers a nearby local store and delivery availability by zip codes. This is a great way to provide convenience for your prospective customers.
12. Nudie Jeans: An immersive product description with VR
On this product page from Nudie Jeans, we see a rare approach to product description through the use of virtual reality.
What makes it great:
- A 3D description: All plus signs are product descriptions that show where the exact detail of the jeans is located. So for instance, you know that the tight leg opening and ankle hugging features are at the bottom of the jeans. There’s also a rotate feature that shows you a 360 view of what the product looks like on an actual person.
The click to compare allows you to compare what other similar jeans look like to this particular product. So as a customer, you get an in-store changing room experience.
- Virtual size guide: Once selected, you can see the detailed description of the model’s measurements. And if that doesn’t suit your body type, you can go on to add your own measurements to give you the perfect fit.
13. Birkenstock: Using strategic visuals to amplify the value
Being a well-known footwear brand, Birkenstock takes an extra step to help prospective customers choose the right variation of their product
What makes it great:
- Flexible payment options: While most companies use a card and one-time payment options, Birkenstock offers an alternative payment category for users who want to pay for the product in installments. This helps build credibility and encourages prospective customers who are working on a budget. The other payment gateways also widen the pool of customers likely to check out.
- Default options: The product comes in two options. However, there’s a selected default option. This is a method used to encourage customers to pick a particular variation and it could be used to promote a popular stock. When you choose the other color, the product image automatically changes to display an image of what it looks like in real-time. That way customers can compare between the two options.
- More detailed product images: Knowing fully well that their product’s USP is in its design, Birkenstock didn’t just use a couple of clear shots to show off the design. They created a dynamic section that focuses on the zoomed-in version of the product and an accompanying description. These zoomed-in images amplify the details of the stock which creates product appeal to prospective customers. A picture they say, tells a thousand words.
14. Everlane: Intelligently building customer trust
Being a clothing eCommerce store, Everlane uses elements on its product page to build credibility and customer trust.
What makes it great:
- Intelligent cross-selling: On this pants product page, Everlane uses several pictures of a model in a complete outfit to drive a cross-sell. Underneath the images, we have a “complete the look” section, as well as a section for recommendations. Here, there are other items of clothing that are tagged to suit the pants even better. So consider pairing up complementing products to intelligently drive cross-sell without seeming too pushy.
- An extended warranty: For items of clothing, warranty periods are usually within days to weeks. However, to prove that they sell high-quality materials, Everlane offers a 365-day warranty period with a promise to replace an item within this window. This product page strategy not only helps with increasing consumer trust but also customer lifetime value.
- Accompanying guides: Another thing we love about this product page is that its description doesn’t solely focus on the materials and product specifications. It adds helpful tips on how to manage the clothing so it lasts even longer. They also add a link to their contact page for customers who have further inquiries. It’s another way they build credibility and trust.
15. Réard: Converting with a minimal design
The brand Réard takes a minimalist and yet compelling approach to its product page.
What makes it great:
- A minimalist design: This is perhaps one of the simplest product pages in eCommerce. On this page, you’d see the use of enough white space and zero clutter to drive its messaging. It uses a monochromatic scheme and bullet points to deliver the details of its description. This is a perfect page that can be emulated for simple products. There’s also an interactive design that uses dropdowns and sections to describe the product, give details of the sizing and shipping. All designed to cut out endless scrolling.
- Simple in-store experience: The Réard swimsuit comes in two major colors. This product page gives potential customers a clear picture of what both versions look like. You’d also see the front and back view of the swimwear. The main description copy also tells the benefits of choosing this swimwear by using words like ‘timeless’ and ‘ideal for all sizes’ thereby clarifying any doubt customers may have about the durability.
16. Cult Beauty: Pricing transparency and product bundling done right
Inserting customer psychology like the fear of missing out and urgency on product pages can be quite tricky. Let’s see how Cult Beauty managed this.
What makes it great:
- Bundled products: To help drive urgency and the fear of missing out, Cult Beauty offers a 60% limited discount for a bundle of a variety of products on this page. This can help with clearing out old stock, increase customer lifetime value and improve customer loyalty through discounts to generate more checkouts. You should consider exploring similar product page designs as opposed to the conventional discounts and coupons.
- Transparent pricing: Now, Cult Beauty understands that the pricing on this page might throw off the average customer. However, they make it clear using a disclaimer that the prices are inclusive of UK taxes and it will be deducted for non-UK purchases at the checkout page. This disclaimer is highlighted in red so it’s not easy to miss.
Another great tactic is offering installment payments. You can consider this for product pages that have products that are priced on the high side.
17. MAC Cosmetics: Driving conversions through gifting
MAC Cosmetics also uses shopping psychology to encourage customers in moving items to cart on their product page.
What makes it great:
- Unique design: On this product page, MAC takes a simple yet detailed approach. There’s a default image and default description. However, for customers who are more interested in the nitty details, MAC offers it in abundance. In the details section, you’d see every ingredient used in the production of this kit. This fosters transparency and can help build credibility.
- Psychological triggers: Just below the CTA button, MAC offers a free sample to customers at the checkout page. This is a great incentive to get customers to the next stage of the sales funnel. They also offer free shipping, returns and highlight the number of customers buying this product. This makes potential customers more inclined to buy more products within this limited window. And if there’s anything eCommerce shoppers love, it’s being able to return a product within a warranty period.
18. Cariuma: Cause marketing driven
Low stock or big on brand values? Cariuma shows us how we can integrate both in their product page.
What makes it great:
- Green and eco-friendly community: Cariuma builds a community with their product by notifying prospective customers about how they can be charitable by buying a pair of shoes. So for each purchase, two trees are planted. Thereby saving the planet. Through this copy, they are subtly communicating their brand values, which is sustainability. And it’s a great way to encourage prospective customers to be comfortable enough to purchase more shoes.
- Integrated product categories: Since this is a limited product that goes out of stock often, Cariuma integrates several products into this category to help customers find similar products when it goes out of stock. These products are categorized based on gender and material so there are several variations.
- Images and visual appeal: On this product page, we have several images for all color variations as well as a video that shows what the product looks like in real-time by a model who spins 360 degrees. If there’s anything that has been consistent so far, it’s that images and videos are great for improving the product detail page experience.
19. The Ordinary: Where the customer does the selling
The Ordinary has become a cult brand among the online skincare community for its effective and affordable range of natural products—and there is a good reason why. The brand has always taken a community-first approach, making influencers and ordinary people spokespeople for the brand.
That has worked out phenomenally in their favour, driving viral influencer marketing for free! The virality of this content shared by influencers—such as Hyram and Adam Ellis—has helped establish and cement their position in the market.
This community-first approach also plays into their product page with a detailed and comprehensive testimonial section for social proof.
What makes it great:
- Detailed review page: For a skincare product, the ordinary understands that customers vary. So to make the reviews more helpful, reviewers are profiled based on skin type, tone, age, and skin concerns. It helps prospective customers find the exact review they need to encourage them to make a purchase. Customers can also rate if the review was helpful or not and see how recent the review was.
Consider letting your community do the work for you. Reviews can be convincing and it’s an effective marketing strategy to explore on your product page.
- Navigation panel: This product page uses a navigation panel to eliminate page scroll for product details. So a click will jump to the section of the product you want to read about. This significantly improves user experience and takes a unique approach. The product summary is listed in icons and bullet points making it easy to digest and comprehend.
20. Hermes: Converting through exclusivity
Being a luxury brand, Hermes takes the exclusivity and product story-telling approach to pitch this product.
What makes it great:
- Product storytelling: Hermes takes a story-telling approach to enlighten its prospective customers on the story behind this product. The product description uses words like ‘perfect companion’ to show that choosing to proceed with this purchase will offer lifetime value.
- Exclusivity: Hermes creates exclusivity by communicating luxury elements like 70% cashmere and 30% silk. You’d also see ‘hand-rolled edges”. These descriptive elements help with justifying high price points. So it’s a great product page to emulate when creating pages for luxury items.
Creating the perfect product page
The most converting product pages are simple, targeted, and tactical. They also find the balance between being user-friendly while delivering product details or information.
So when creating your product page, take into account the nature of your product, who your target audience is, and what the goals of the page are. Taking all these elements into consideration, along with some ideas from the product pages reviewed above, you’ll have a solid product page that will convert your potential customers.
We should, however, also mention that a great product detail page does more than just optimizing for conversion. That’s only a start. Just like you would observe in our example pages, a great product page will also foster brand trust and loyalty, and seek to increase customer lifetime value by making customer satisfaction a priority. Keep these in mind while you create and optimize your product detail pages.
Anatomy of a high-converting product page design (Best practices)
1. Write (conversational) product descriptions
Your products are for humans, then why isn’t your product description not written for them?
Your product description should make it seem as if it was written solely for them.
Here’s what you should keep in mind while writing your product description —
a) Your ideal buyer is the protagonist
If you managed to appeal to your users in under 8 seconds, your product description has sold well. That’s the human attention span. Finding it hard to believe, isn’t it?
Write your product description centered around the ideal buyer aka the protagonist. Target them directly and add a personal touch by addressing them in the second person.
b) Sell experience
Tell customers what pain points your product addresses followed by the benefits they are going to experience.
The aim is to convey how your product is making their lives easier without sounding self-centered.
c) Cut down blah, blah (Filler words)
Whenever you have nothing to contribute, you start using filler words like cutting-edge, robust, and state-of-art.
Ring a bell?
This is where you lose the game. Instead, include specific details and break down the technical terms with their benefits.
d) Make it easy to scan
Anyone likes to read huge blocks of text. Make it easy to scan your product description making it easy to understand the gist of the product.
Use bullet points, make use of white space, use headlines, and increase the font size for readability.
BlackMilk fulfills all of these optimal points in its product description.
It starts by describing the ideal buyer as the protagonist. It describes them as ninjas (the name of the product).
Unlike others, it explains the term superfit fabric and explains the technical details with benefits such as moisture wicking and quick drying.
All of these are explained in bullet points. They convey experience without jargon.
2. Help customers find their ideal product (prioritize product specifications)
Tell the features of your product and how it can solve their problem. Keep it crisp. Explain technical jargon with its purpose.
If customers don’t find the products they’re looking for, you’re going to lose them to your competitor.
Your product specifications are a short and concise explanation of a product's features and its benefits/functions.
Here is a product description for Legacy Lifting Gloves by Gymshark.
The product specifications are one-liners that convey the purpose precisely.
Props for bullet points.
For instance, Fingerless lifting gloves convey that it doesn’t cover fingers.
Padding to Palm conveys that the palm region has padding for grip and safety.
Breathable Mesh Front Panel means the gloves allow air to circulate eliminating odor.
It also mentions the material composition and dimensions for all types.
3. Pricing (Tell your customers how much they saved)
The type of pricing strategy you choose is entirely up to you. However, there’s one finding you should know.
Price is an important factor more than you think it is. In fact, 87% of Americans opine that pricing is extremely important.
Setting uber-specific prices work as a persuasion tactic. Let’s say instead of $50, use $49.99.
As per a study, it was found that customers perceive rounded figures to be artificially inflated.
Savings are a psychological trigger and influence decision-making.
Here’s an example from Booty Band on how it effectively combines uber-specific pricing with savings.
It uses the principle of price slashing and uber-specific pricing. It mentions 15% savings which work as a psychological hook.
If you observe the last point above the price, it says Get Results or Your Money Back
This money back guarantee works as an assurance eliminating buyer’s remorse.
Summing up, ensure that customers see some sort of gain, value, or savings when you decide your pricing strategy.
4. Help the customer when it comes to size (Use guided selling)
Your customers may not always know what they want. Details such as size may change over time due to age and medical conditions.
If you sell apparel or shoes, you need to go beyond basic size guides.
Hint: Use guided selling
Guided selling replicates the in-store experience that identifies the needs and wants of the customer to help them buy the products that solve their problems.
It is a step-by-step process that takes users through the touch points of your conversion funnel. It enables product discovery, customer experience, and smooth navigation making decision-making easier.
Muroexe has a size guide that helps customers who clearly don’t know their preferences and specifications when it comes to shoes.
Followed by a step-by-step questionnaire.
In short — Provide an experience that eliminates the barrier of physical presence. Adapt your customer journey to changing situations.
5. Take (immense) effort in making it visually appealing
Visual guides don’t have to be product demo videos but high-quality images showing the intricate details of the product.
As per a study, 87.6% of customers stated that clear product images provide a quality online shopping experience.
eCommerce brands that have great quality products have three things in common:
- All product images are taken against a white background
- The product is a closeup and features only the product. There’s no unnecessary white space
- The images are usually 720p or 1080p
Here’s an example of Ikea’s product images.
Notice how the chair is the center of attention. It has a white background and is not pixelated. The below image shows the seat underneath.
Product imagery has a direct connection to its sales. If customers aren’t compelled by your product images, they are going to checkout.
Customers pursue brands that are serious about their business. And mediocre product images don’t create good first impressions.
6. Offer a Price nudge (Limited Time Offer)
Limited time offers create buzz. It creates a sense of urgency to take action.
It works on the simple premise — Buy the product now or it’s going to get expensive soon.
It also activates scarcity, a product will be low in stock and might run out. This compels people to buy.
Under Armour drives urgency well by including a limited-time offer on its product.
It has reduced the price from $65 to $48.75 which is a 25% discount. This works effectively since millennials are a sizable chunk of Under Armour's target market.
Close to 70% of millennials look for a deal before making a purchase.
7. Create Product Demo videos (that bring products to life)
Product videos not only serve as a medium for high engagement but also as educational tools.
It sends greater trust signals to customers that your product isn’t a facade using good lighting and excellent photography.
69% of customers believe product demo videos help them in making purchase decisions.
Ikea has a product demo video that is simple and easy to understand. In the video, the person demonstrates the use of the swivel chair.
The video nails three aspects:
- No reliance on background music
- Runs on autoplay hence the customer is naturally attracted to the video
- Self-explanatory. The model is demonstrating the video without talking
Ultimately, videos have a higher preference. 71% of customers prefer videos over other types of content.
Videos answer questions and clear the doubts. If your videos help them with their needs, you have half won the game.
Product page design 101
1. What is the goal of a product page?
The goal of a product page is to educate, create awareness with product information, and clear doubts. The purpose is to facilitate the buying process by explaining to potential customers how the product will improve their life.
It should enable the customers to discard it if they don’t buy it.
2. How do you structure product pages?
The product page must have these 6 elements to create the best structure —
a) Above the Fold photos
Your product images must fit on the web page before the first scroll.
Here is an example from GetFpv.
The arrow is pointing to the fold separating the above part and the below part. Studies have shown that above-the-fold content has high viewability with the median time being 68% as compared to 40% (below the fold) content.
b) Pricing (Typography matters)
Pricing is the first thing that your customer sees.
When it comes to highlighting the price, typography is crucial. Here are a few pointers —
- Use a bigger font for the price
- Add a contrasting color to mark the price slash
- Emphasize discounts and highlight the savings
After pricing, payment options are important. Including interest-free payments as an option can significantly boost conversions.
Shockingly, 42% of customers in the US won’t purchase if their preferred payment method isn’t there.
Dangerfield includes three payment options on its product page that attracts the interest of a major chunk of customers.
Your call-to-action buttons are a decisive factor when customers make a purchase.
From the color to placement, CTAs need more attention than you believe.
Below are tips to ensure your CTA delivers:
- Take the 3-second test: Place your CTA right under the product name and next to the product image. If you don’t see it for 3 seconds, you have work to do.
- Pick the right color: Bright is right. Your CTA button should stand out from the rest of the page.
- (Button) Size matters: The CTA should be large enough to click without taking a second try. 42-72 pixels is the ideal range when it comes to the CTA button.
- Action text: The call to action could be as simple as Add to cart or Buy now. You could innovate but it should do its job of conveying the action you want the user to take.
Builtathletics can give you CTA goals (You’ve our word)
One can’t simply scroll without seeing it.
The color and the text complement each other.
As you scroll further, the CTA appears at the fold, that’s simply hard to escape without seeing.
d) Product Descriptions (that feel like a breath of fresh air)
Lazy product descriptions that do nothing but bore are one of the reasons for your dipping conversion rates.
While there is no secret sauce to a perfect product description, there are a few handy tips for an ideal one.
- Write the benefits followed by the technical details
- Use bullet points
- Use contractions
- Write like you speak (Don’t make it a sales pitch)
Here’s an example from MyProtein. This product description clearly conveys without any filler content.
It conveys that it's a meal replacement, high in protein, and keeps one full for long. It also mentions the calories justifying that it's a low-calorie meal replacement worth its money.
e) Social Proof (Let ‘em know why your customers love you)
Social proof refers to your product’s efficacy in making your customers happy. It can attract more customers than your pale stock photo.
It works on a principle - If others found it good, it's worth trying.
Heck, 92% of customers are more likely to trust non-paid recommendations than other forms of advertising.
Here’s a customer review on Bite where the customer is narrating his experience.
It narrates how doubtful he was about this product being useful to him. Next, he says that he likes it and has to use it twice a day but it is better than using the harmful chemical-laced deodorants that are harsh on the skin.
Social proof isn’t limited to customer reviews, testimonials, or ratings.
It can also be the popularity or the demand for your products. Case in point, NewAir uses the purchase frequency as a form of social proof nudge.
10 people bought this product in the last 30 days
This shows the popularity and the demand for the product. This is quite possible in a month and isn’t false or misleading.
f) Product recommendations
Product recommendations are a critical part of the eCommerce personalization strategy which recommends products similar to the user’s browsing behavior, attributes, and touchpoints to offer a personalized shopping experience.
Product recommendations have more benefits than what meets the eye.
49% of customers stated that they bought a product they initially didn’t plan on after seeing a personalized recommendation.
And eCommerce brands stand to gain as well.
54% of online retailers opine that product recommendations are the key drivers to increased AOV.
There’s certainly no end to statistics but product recommendations are the mainstay in an eCommerce
You can include best sellers, complete the look, trending, steal deals, etc.
Here’s a pro tip — Keep 20% of your top selling products on your above the fold so that you can earn 80% of the revenue.
Anthropologie displays product recommendations on the side of its product page (above the fold).
This increases the odds of customers clicking on the product recommendations.
According to a Salesforce study, it was found that shoppers who clicked product recommendations are 4.5x likely to add to the cart, and correspondingly complete the purchase.
What makes a successful product page? ›
Effective product pages immediately convey the value proposition of a featured product. They show potential customers what a product looks like, tell them what it feels like, and make them believe it's something they absolutely need to own.What should be included in a product page? ›
- Feature image.
- Gallery or product photos.
- Product overview, including title, price, features, CTA and customization options.
- Product description.
- Social proof, including review and ratings.
- Similar product suggestions (upsell and cross sell).
- Turn Product Pages Into Great Content. ...
- Design Your Pages So They Focus on Conversions. ...
- Create Unique Content and Descriptions. ...
- Optimize Your URL Structure. ...
- Add Rich Media, Like Videos. ...
- Take a Look at Zappos as an Example.
- An emotional connection. When we buy something, we're usually not just purchasing a product or service. ...
- Persuasive language. Not all words are created equal. ...
- A focus on benefits. ...
- Mobile-friendly text. ...
- SEO keywords. ...
- Creating Product Descriptions That Sell.
Although the product development process differs by industry, it can essentially be broken down into seven stages: ideation, research, planning, prototyping, sourcing, costing, and commercialization.What are 6 keys of product success? ›
- Make Sure You Have a Product Fit. The first steps of preparing for a successful product launch begin at the genesis of product development. ...
- Know Your Metrics. ...
- Conduct User Research & Market Evaluations. ...
- Develop Your Messaging. ...
- Build an Early Customer Base. ...
- Collect & Implement Feedback.
The elements are:
- Company fit.
- Portfolio fit.
- Market fit.
Tips for How to Write Product Descriptions
Use headers and bullet points. Choose expressive words. Appeal to your audience's feelings. Utilize e-commerce SEO best practices, like keywords.
- Laundry detergent.
It's important to remember: For desktop sites, it's generally safe to load between 100–150 products at once for visually driven sites and between 50–100 products at once for spec-driven sites. For mobile sites, fewer products should be loaded, typically between 15 and 30 products.
What are the 4 major elements of a product strategy? ›
- Customers. Who is your target customer? ...
- Competitors. Now that you know who you're selling to, you need to look at the competitors selling to the same target customers. ...
- Business. Your company's shareholders expect you to make money and provide a return on investment. ...
- Macro Environment.
- Build a top-shelf website.
- Build relationships through professional interpreting.
- Use chatbots to boost customer service.
- Leverage social influencers.
- Own your brand by becoming the media.
- Make use of data analytics.
- Use visual content to your advantage.
- Leverage voice search.
- Purpose-driven. ...
- Unique. ...
- Knows its target market. ...
- Stays on-brand at all times. ...
- Authentic. ...
There are four types of products and each is classified based on consumer habits, price, and product characteristics: convenience goods, shopping goods, specialty products, and unsought goods.What are the 5 D's in product development? ›
Discover, Design, Develop, Deploy, Deliver TM
This is what we call the “5D vision of Product Management”. Product managers need to consider, plan, and execute in all 5 Dimensions to create great products.
There are three standard types of product positioning strategies brands should consider: comparative, differentiation, and segmentation. Through these strategies, brands can help their product stand out by targeting the right audiences with the best message.What are the 4 product design process? ›
We utilize the Double Diamond product design process with four phases: Discover, Define, Develop, and Deliver. The product design process starts with the product discovery phase.What are the 5 keys to success? ›
At Horniman, we promote the '5 Keys to Success': Confidence – Perseverance – Organisation – Getting Along – Resilience.What are the 5 factors for success? ›
The five critical success factors are strategic focus, people, operations, marketing, and finances.What is the 7 keys marketing? ›
It's called the seven Ps of marketing and includes product, price, promotion, place, people, process, and physical evidence.
What creates a strong brand? ›
Strong, successful brands have a defined purpose; a set of defined values, a philosophy, a guiding principle and/or a mantra that appeals to those who share these.What makes a brand successful? ›
Have a distinctive personality that is appropriate for your target audience. Be consistent in its messaging and design, reinforcing the position, promise and personality at each touch point. Demonstrate the value that your company provides for the customer, and how that value is created.What are the 9 product design factors? ›
Product design is enhanced through knowledge of social, technological, economic, historical, ethical, legal, environmental and cultural factors. These factors influence the aesthetics, form and function of products.What are the 3 keys to a good design? ›
Share: There are a lot of components that go into a design. To best communicate visually, the three main principles of design to consider are typography, hierarchy and color.What are the 5 principles of good design? ›
- Thorough Product Research. ...
- Understand Your Customer. ...
- Understand the Difference Between Features and Benefits. ...
- Tell a Story. ...
- Use Action-Oriented Language. ...
- Your Tone Could Make or Break the Sale. ...
- The Buy-In Factor. ...
- Optimize for SEO.
- Focus on your ideal buyer. Understanding how to write product descriptions requires putting yourself in the shoes of your audience. ...
- Entice with benefits. ...
- Avoid “yeah, yeah” phrases. ...
- Appeal to your readers' imagination. ...
- Seduce with sensory words. ...
- Tempt with social proof. ...
- Make your description scannable.
- Know who your target audience is. The first step to writing product descriptions is to define your target audience. ...
- Focus on the product benefits. ...
- Tell the full story. ...
- Use natural language and tone. ...
- Use power words that sell. ...
- Make it easy to scan. ...
- Optimize for search engines. ...
- Use good images.
- Convenience Products. ...
- Shopping Products. ...
- Specialty Products. ...
- Unsought Products. ...
- Raw Materials. ...
- Component Parts. ...
- Capital Goods. ...
- Major Equipment.
- fish for fishing.
- wildlife to hunt.
- timber from trees.
- wildflowers to pick.
- fresh air.
- park benches.
What are the 3 main types of products? ›
Types of Products – 3 Main Types: Consumer Products, Industrial Products and Services. There are a number of useful ways of classifying products.What do you think are the 5 most important things a product page must have to be the best product page? ›
4. Unique product descriptions.
- Unique product description.
- Product videos.
- Social proof (which we'll cover in the next section).
- Use headers or banners.
- Optimize your product listing display. ...
- Add persuasion triggers.
- Personalize the shopping experience. ...
- Use recommendations. ...
- Optimize navigation. ...
- Include the right information. ...
- Optimize your SEO.
Developing Your Brand: The Most Common Strategies
- Multi-Brand. ...
- Brand Extension. ...
- New Brand.
- Brand voice.
- Brand identity.
- Brand promise.
- Brand values.
- Brand targeting.
- Brand positioning.
These five elements of strategy include Arenas, Differentiators, Vehicles, Staging, and Economic Logic. This model was developed by strategy researchers, Donald Hambrick and James Fredrickson.What are the 5 brand strategies? ›
- Company Name Branding. Well-known brands leverage the popularity of their own company names to improve brand recognition. ...
- Individual Branding. ...
- Attitude Branding. ...
- Brand Extension Branding. ...
- Private-Label Branding.
The new product development process consists of ideation, research, planning, prototyping, sourcing, and costing.What are the 4 ways you can build a strong personal brand? ›
- Determine what you want to be known for.
- Grow your online presence.
- Pay attention to networking.
- Keep an elevator pitch ready.
- 1) DESIGN SOMETHING DIFFERENT. ...
- 2) DESIGN FOR YOUR AUDIENCE. ...
- 3) CHOOSE THE RIGHT GARMENT. ...
- 4) FIND UNIQUE WAYS TO SELL IT. ...
- 5) INCENTIVIZE YOUR CUSTOMERS.
What are the 10 steps to creating a brand? ›
- Consider your overall business strategy. ...
- Identify your target clients. ...
- Research your target client group. ...
- Develop your brand positioning. ...
- Develop your messaging strategy. ...
- Develop your name, logo and tagline. ...
- Develop your content marketing strategy. ...
- Develop your website.
There are four types of products and each is classified based on consumer habits, price, and product characteristics: convenience goods, shopping goods, specialty products, and unsought goods.What is product description example? ›
A product description is a form of marketing copy used to describe and explain the benefits of your product. In other words, it provides all the information and details of your product on your ecommerce site. These product details can be one sentence, a short paragraph or bulleted. They can be serious, funny or quirky.What does a good sales page look like? ›
On a sales page, you will usually find the description of a product or service, along with its benefits, and how the brand will help solve your problems. Often, sales pages also include CTAs, promotional offers, and discounts to further persuade customers to make a purchase.What are 3 examples of products? ›
- Laundry detergent.
- Write motivational headlines. ...
- Include high-quality product photos. ...
- Use eye-catching 'Add to Cart' buttons. ...
- Encourage customer reviews. ...
- Feature detailed product specs. ...
- Include videos. ...
- Answer customer questions. ...
- Optimize text for clarity.
Address critical information quickly. A good pitch is a short (around 30 seconds) speech that explains what your company does, why it's unique, and how it solves a problem. It should be clear, straightforward, and couched in simple language that doesn't obscure your value proposition.