Ecommerce Website Product Page Design Best Practices

April 25, 2022

e-Commerce

As per the State of Commerce 2021 report, Product Detail Pages are one of the most critical elements of a brand’s eCommerce presence that can make or break an eCommerce website. It is considered one of the key factors influencing the shopper’s purchase decisions. According to their study, 45% of online shoppers visit the Product Detail Page, making it the top online touchpoint at the time of purchase.

Every eCommerce store owner has prioritized product content because they know the importance of increasing conversion rates. It has become clear that an appealing product detail page plays a crucial role in sales growth.

A beautiful ecommerce product page design can only bring you gains, boost conversions, and improve online visibility and that is why it is very essential to your eCommerce Product Detail Page success.

You have a very limited time to make a first impression on your customers when they land on your Product Detail Page. So you need to consider many elements for your Product Detail Page while creating the ideal shopping experience for your customers.

But the main question for many online merchants is “how to design product pages of your ecommerce store”. If you fall into this group and don’t know how to optimize your Product page for conversions, then you’re in the right place.

In this blog, you’ll find various strategies and best practices to create a high-converting product page, influence the purchase decisions of your visitors and help you to skyrocket your store sales. Frontier Blades did that, and their conversion rate increased 21% year-over-year—to 1.40% from 1.16%. That’s amazing, right?

Alright, let’s dive in.

What is an eCommerce product page?

A product page, also known as a Product Details Page is a dedicated web page on an eCommerce site that features information about a product. A well-designed Product Detail Page helps to attract visitors to your website and convert them into buyers. It should be information-driven to influence the purchasing decision of your buyers.

To be a little bit dramatic, the product page of an online eCommerce store represents nothing less than the soul of a brand. It establishes credibility and tells potential customers what your product is and showcases crucial information about your products.

So, convey the message without bombarding visitors with lots of information. It should reflect an accurate set of information. Product Detail Pages inform visitors about products details like colors, measurements, product instructions, and materials, along with some call-to-action items such as wishlist, add-to-cart, or checkout.‌

It takes less than 50 milliseconds for people to form an opinion about your eCommerce website. At that moment—they’ll determine whether to stay or leave. If your product page is done right, it can lead to an increase in visitor engagement and conversions.

On the other hand, ignoring ecommerce product page best practices can lead to lost customers. Visitors will leave the website when they can’t find the essential information they’re looking for. So we’ve gathered ecommerce product examples of great ecommerce product page designs from across the web.

What should be included on a product page?

To convince visitors to make a purchase from your website, you have to make sure that you have all the necessary elements on your product page. Customers should find all the information they require on your Product Detail Page. Below, listed are some features of a well-designed and informative product detail page:

Product Title and Overview:

When a visitor gets to your Product Detail Page, the first thing that they’re going to view is the “Product Title”. Make sure that the product title should be clear, truthful, and detail what the visitors may be looking for. While creating your product titles, try to avoid generic titles, and continue to use SEO best practices. Also, a well-designed Product Detail Page page should have a product description that covers the features and benefits of the product.

Product Price and Size Details along with CTAs:

One of the important factors for any eCommerce product page is Product Price. It should be displayed clearly along with available discounts or offers (if any) in the product details. Make sure the product price is always close to the call to action (CTA). You can place it next to the “buy now” or “add to cart” button.

Product Gallery:

The product gallery is another important aspect of ecommerce product page designs. Make sure you’re including images of your products from all the relevant angles, allowing shoppers to have a better context and visualization of your products. You can also add videos of the product for better understanding.

Reviews:

People always rely on product reviews before buying products online. Reviews build trust, and trust increases conversions. Product reviews make it easier for visitors to decide and help you to increase website traffic, sales, and conversion rates at the same time.

Product suggestions:

Display some product suggestions to visitors so that they have more options to choose from. People love personalization, and it is one of the most critical elements of recommendations. Try to showcase a section with “related products” “featured products”, or “customers also viewed” to help visitors make an informed decision.

Ecommerce Product Page Design Best Practices

Below are some of the best practices that can answer your question “How do I create an outstanding eCommerce product page?”. Boost conversion rates by implementing the below strategies for your eCommerce product pages.

1. Put Visuals Front and Center

Your product visuals need to be the first thing a customer sees on your Product Detail Page – whether it’s a video, gif, static image, or a combo of all three. Make sure they are of high quality.

⦁ Use High-Quality Images

Using large, crisp, and high-quality images of your products is one of the easy ways to grab visitors’ attention. As customers won’t be able to touch the products in person so make sure you build their trust and attract them with some eye-catching product images.

Faballey is one of the largest Indian online-led fashion brands that display high-quality photos of each product on their product pages in various settings and environments.

Source: Faballey

⦁ Add Product Videos

Videos are more important nowadays in eCommerce as they provide a more detailed look at your products. Many eCommerce websites consider product videos an essential part of their product detail page design as they have witnessed an increase in sales after customers view the product videos. It also helps in organic search engine optimization and boosts your conversion rates.

2. Make it responsive

Make your website and product pages more mobile-friendly by allowing customers to swipe through product images, tap to see product options, or pinch in to zoom in on product details.

3. Add a “Wishlist” button

Not every visitor to your website is here for a product purchase. They might be finding something for future purchases. A “wish list” or “save” option can be a great feature for your product page during such instances. Place it near to “Buy Now” button and allow them to save the product for later preference. Do you know that data collected from wish lists can also help with the personalization experience of every returning visitor’s product page?

4. Provide Live Chat Support

No customer wants to wait for so long to receive replies via email after several days of an inquiry. It affects your conversion rates.‌ Better to provide real-time support to your visitors by adding live chat support to your eCommerce product pages. Answer any questions or issues they have such as return policies, payment options, product specifications, and discounts.‌

You May Also Want To Read This: How can an eCommerce chatbot help you?

5. Building on Social Proof

Social proof is an excellent method of building a level of trust with shoppers and establishing credibility and customer loyalty. Social proof may be in the form of star ratings, testimonials, celebrity endorsements, and industry awards on your website. Reviews from customers can help to create user-generated content regarding your product and also helps in achieving better conversion rate optimization than paid ads.

6. Improve Site Speed

Page Speed is one of the important factors because if your website takes longer to load web pages, it will result in increased bounce rates, no conversion, fewer sales, and a high cart abandonment rate. Optimize the website speed to improve website performance, reduce loading time, and faster page loading speed.

7. Create a Sense of Urgency

Creating a sense of urgency when a visitor gets to your Product Detail Page. Add messages like “limited edition” or “only a few pieces left” to make them feel that products will sell out quickly. This will increase your conversion rate for that product.

For example; see the example below from Amazon.

8. Auditing Product Description for SEO

Always have unique product descriptions on your product details page as it can effectively boost your website’s SEO. The primary purpose of product pages is to convert visits into sales and this can be achieved with enticing and informative product descriptions. Such detailed and informative product descriptions can help you drive more traffic to your Product Detail Page. Try to cover these questions:

Who is the target audience?
What’s the purpose of the product?
What makes the product unique?
What’s the production process?
What’s the product made from?
Why should a visitor buy this particular product from you?

When conducting audit descriptions for SEO, make sure you consider the aspects like Meta titles and descriptions, Keyword Research, Internal links to related product pages or FAQs, H1, H2, and H3 tags, and Appropriate ALT tags for product images.

It’s Time To Review, Optimize & Revamp Your Product Detail Pages

Every eCommerce store owner understands the importance of higher conversion rates, attracting visitors to your website, and having the same customers in the future too. A well-designed and informative Product Detail Page can make this a reality for your business. An effective product page should have all the necessary product details from product title, and description to product reviews for shoppers to go through and buy products.

With this guide, you’ve learned ecommerce website product page design best practices to create the best and most effective Product Detail Pages. Above listed best practices can help you optimize and revamp your product pages to give a better shopping experience to your website visitors and also result in higher conversions. Try all of them until you find ones that help achieve your desired results. Want to build the product page to increase sales? Connect with our team!