You’ve done a lot of the hard work already – you have a product, you’ve established product-market fit, and now you just need to get it out to the public. However, the art of selling physical goods online takes some finesse, and there are a lot of variables to optimize for.
Product pages are – without a doubt – the most important touch-point for businesses selling physical goods online. They need to establish trust, clearly communicate selling points, showcase the product beautifully… and that’s just the content. From a technical standpoint, they also need to be designed to be responsive to mobile browsers, load extremely quickly, and clearly connect to a robust payment system.
Your product pages will always be the most “valuable” pages on your site, as their performance literally translates into revenue. This also means that conversion rate increases for these pages can be a tremendous growth lever for increasing revenue. Rather than focusing on driving more and more traffic – it pays to spend time optimizing your product pages and convert the traffic you already have more efficiently.
So… what makes a good product page?
Product landing pages look great
Uh huh. Sounds obvious right? Well, it’s not as obvious as you’d think. A lot of companies don’t invest properly in getting key product pages designed by an actual web designer and UX expert. The results can often be underwhelming – which is disastrous for online conversion rates.
Customers love good visuals and have come to expect a certain bar of quality. Visitors associate a slick, well-designed page with trust and quality, and for higher price items this trust is essential to getting the user to check out.
Some tips for jazzing up your product page visuals:
- Show your product in use. Not only does this showcase your product’s functionality, but it also allows customers to really picture using your product themselves.
- Add whitespace and declutter. If there are tons of attention-grabbing items around a page, your customer isn’t going to focus on your product. Clean product pages have fewer distractions and are much more likely to convert.
- Make sure your images are of high quality. Another somewhat obvious thing, but low-quality, pixelated product imagery is a great way to lose trust fast.
- Add video. If you have the ability to produce video, adding that video to your page is a fantastic way of showing off your product. If a picture says a thousand words… a video says a million.
The great thing about this is that you can A/B test designs to see which have a higher uplift; don’t just decide on a design and stick with it. You should be upgrading your pages constantly!
They read beautifully
Another potentially obvious tip, but these are the most valuable words on your website. Make sure that any descriptions have been written by a professional copywriter who (a) understands your product really well and (b) understands your customers.
If this copy doesn’t sizzle, it won’t excite your customers. If this copy doesn’t address the key needs of your target customer – it won’t seem relevant to them. Use this space to highlight what makes your products unique and tailor it to the needs of your customer.
They’re packed with social proof
Trust hooks like reviews, case studies, press coverage, and awards are all types of social proof, and they are as important as showcasing your product’s features – especially if you are in a relatively unknown category or a new brand.
If your product has been featured in high-profile media outlets or received high critical acclaim – these logos and quotes should be clearly visible on your product page. Secondly, showcasing your customers who love and use your product can be just as effective in increasing buyer trust. Including user-generated content like praiseworthy tweets or glowing reviews.
Don’t neglect the details
When a customer makes a purchase online, they need to know that you’ve crossed your T’s and dotted your I’s. It’s important to make sure customer support is easy to locate on any product page – if the customer has, questions it’s crucial that it’s easy to ask you directly. If they can’t find help, they will go somewhere else.
Lastly, make sure that all the relevant information (shipping info, prices, taxes, VAT, etc) are all clearly marked – missing this information is a major cause for cart-abandonment, as it leaves your customer without the ability to discover detailed product information. It doesn’t need to be at the top of the page, but it shouldn’t be forgotten.
Right! Now let’s examine some of the best product pages out there.
Examples of amazing product pages
1 – Made.com
Made.com does a fantastic job of showcasing their products alongside key selling messages. The first image showcases the delivery process and outlines their returns policy – which helps dissuade any second thoughts before adding to cart. Their product images are really clean, and their cart page includes opportunities to upsell additional products – a great way of increasing average basket size.
The second page really heroes the armchair and subtly introduces other key selling messages like scarcity (“Only two left!” above the add-to-cart button) and urgency (“Ends Monday: £100 off”) offer at the top of the page.
2 – Simba Sleep
Simba has clearly designed this page with responsive displays in mind – if you look at the “Add to Cart” section, all the key sales messages are compact and clearly organized. It begins with their 24,293 reviews (social proof), concisely describes the product’s unique features, and then offers four key sales messages underneath the CTA. Even better? That section will rearrange perfectly on smaller screens. That’s a good design.
3 -Harry’s Shave Club
Harry’s Shave Club does a fantastic job showcasing the range of their products in a clean, polished way. Their product photography is extremely clear (and doesn’t really require more than one image), and their shaving sets help customers find the entry-level product that they are most interested in.
Customizing the handle color is a nice touch, and helps the customer feel more connected with the product. They also include scarcity and social proof on their most expensive bundle, which draws the eye and – almost certainly – increases average order size.
4 – Warby Parker
Warby Parker has had a meteoric rise in the eyeglasses fashion sector due to their exceptional try-at-home program. They’ve cleverly identified that very few customers would buy glasses online without seeing how they look first. As a result, they encourage customers to take a small, free action and then convert them into customers later once they’ve had the opportunity to try the product.
They have exceptional copywriting, sleek product imagery, and customizable products – all key drivers for conversions. Lastly, they include a prominent link to purchase through insurance programs, which helps educate customers without taking too much space on the product page itself.
5 – Tylko
Honestly, this product page really goes the extra mile when it comes to customization. Allowing customers to tailor their shelving units down to the centimeter, and then clearly visualizing these changes in an accompanying screen, is exceptional.
It’s worth noting that this is a premium product, and this kind of high-polish feature is a great way of gaining customer trust. Additionally, they leverage social proof, shipping information, and a returns program directly underneath the content.
6 – Son of a tailor
Fashion and design products generate a lot of value from customization, and Son of a Tailor really nails their product imagery. For users creating their own shirt, they feel a lot more ownership over the product – and the UX is extremely clean. It feels like you’re playing The Sims… but you get the shirt afterward!
In addition, there is a live chat feature on this page. Live chat can be an exceptional conversion driver for fashion products, as it allows customers to ask specific questions and get responses immediately – without having to trawl through FAQ or dense product information.
7 – Bose Headphones
Bose has a very particular brand position, which influences what information they include on their product pages. For most, Bose is synonymous with premium noise canceling headphones – so rather than spend too much space going into that, they really let their product photography sparkle.
They include a few pieces of social proof, including customer and press reviews, but their most striking design choices are their copy headlines and photography.
8 – Google Pixelbook
Google’s Pixelbook is their flagship personal computing product, and their product page design mirrors the design of the product itself: sleek angles and soft colors. They definitely take some design inspiration from Apple – their direct category competitor – but the page feels very, well, Google-y.
They cleverly nest product info within the page (without taking over too much real estate on the page), and their CTA in the top right corner pops. Google is famous for A/B testing every aspect of their platform and products, so this design is likely the result of many iterations.
9 – Nest
In new product categories, your pages need to work very hard at demonstrating the value-add that they bring to your customer. A smart thermostat is a relatively new product, and it’s clear that the designers of this page spent a long time thinking through and addressing common customer questions.
In addition, the product page demonstrates product range, which helps customers find the product at the price point they’re most comfortable with. Notice that the CTA remains visible while customers scroll down through all the product information.
10 – Ted Baker Product Page
For fashion brands like Ted Baker, look and feel of product photography is crucial. The page itself leaves a lot of space for their product images to breath – and the photos themselves are artfully taken, and present many of the different angles of the product.
The product information on the page itself is also clearly presented, and dropdowns allow customers to access key information they might want to access without needing to navigate away from the page.
11 – Quip
Quip is a leading new toothbrush product, and their homepage does a fantastic job selling the product through clean design, striking product imagery, and strong testimonial and trust hooks. Each website section has nicely designed icons to help support the copy-heavy sections, and the site performs excellently on mobile screens.
For items at a lower price-point, mobile e-commerce is a major channel – so make sure that your product pages render quickly and clearly on smaller screen sizes.
12 – Ring
The above-the-fold for Ring is actually quite minimal and leaves customers to explore the rest of the page if they are interested in learning more about the product. At a slightly higher price point, it’s likely that customers will arrive on this page multiple times before finally converting – so it’s crucial that performs well for both first-time arrivals, and retargeted customers.
The photography itself shows the product in-context in a striking, aspirational way – which does a fantastic job of showcasing the product.
13 – Harry Potter Kano Coding Kit
Kano’s Harry Potter Coding Kit is an extremely well-structured page and leverages awesome social photography, clear and striking product photography, and heroes their product video – which is normally a key asset for any kind of toy or entertainment product.
As customers scroll down the page, key CTAs and product information becomes visible in the top-bar navigation and its tagline is catchy, memorable, and fun!
There isn’t a one-size-fits-all approach when it comes to creating product pages that show off your products. There are hundreds of paths to take, and each one depends on your target audience, price point, and product category. The best approach is to distill your product into its major selling points, and then work on showcasing this as clearly as possible on your product pages.
Most importantly, don’t settle on your first design. Continually improve and change your product pages to see what changes resonate best with your customers, there are loads of landing and product page testing tools available. It’s not a matter of making huge changes all at once. Growth is often an accumulation of small uplifts and optimizations, not hand-waving rebrands or redesigns. Work towards these conversion rate uplifts, and revenue and happy customers will follow.