Your product pages are your digital display window bringing people into your e-commerce store and converting them into customers. Figuring out how to present your goods isn’t always easy. There are as many different methods as there are industries. Your website must reflect your brand’s personality while still providing the necessary information consumers need to make a purchase decision.
eMarketer estimates global e-commerce sales of $29.76 trillion by 2023. As world events trigger more online shopping, those figures may increase. With so many people shopping online, now is the time to ramp up your offerings and ensure your designs are as user-friendly as possible. Put yourself in the shoes of your target audience. When they land on a product page, what is the information they need to buy from you?
One of the best ways to learn how to create a beautiful and functional product page is by studying what other successful online retailers do. We’ve gathered seven stellar examples for you, along with some tips on how to incorporate their successful features into your web design.
1. Find a Niche
There are millions of online businesses. You have to figure out what makes yours different and stand out from the crowd. Find a niche area and a highly targeted audience. Once you choose a niche, stick with it, though. Don’t try to be everything to everyone.
Vertu offers an excellent study of a company offering products in the luxury audio niche. Everything on its site is related to audio products, such as speakers and earbuds. Even the accessories tie into these items. Because the focus is luxury, it uses glossy photos like you might see in a magazine. Note the big image of the speaker at the top of the product page.
2. Present All Angles
If someone was in a brick-and-mortar store, they could pick the product up and look at it from different views. Online shopping is a bit more limiting, but you can overcome those limitations by presenting your product from different viewpoints. If you can show a 360-degree view, do so.
Juiced Bikes offers enough images for shoppers to get a feel for the Scorpion model. Not only does it show the bike from different angles, but it also provides closeups of the seat, speedometer and chain system. Everything has a clean, uncluttered look, keeping the focus on the equipment.
3. Answer Questions
Think about the things people typically ask about your products. Answer those concerns in your description. If you aren’t sure what information might be missing, poll your site visitors about what else they’d like to know. Track questions asked via email, live chat and phone. These queries typically occur because you didn’t fully answer the user’s concerns within your description. Think about how to show your customers you care, and make adjustments as needed.
Oransi takes the product description of its Max HEPA air purifier and answers the worries customers are likely to have. It starts its bullet list with a question and a link to the answer. It even includes topics such as the best place to use the filter in your home. Under the description, it provides some details covering general questions, explaining that it offers free shipping, returns within 60 days and a 10-year warranty on all products.
4. Show What’s Inside the Package
Have you ever visited an e-commerce store with beautiful images and descriptions, but the photos are of the outside of the package only? Consumers want to see what is on the inside and what they’re ordering. Add pictures showing exactly what people receive in their orders. Show both the packaging and what’s inside of it.
The Sausage Maker sells kits so you can make sausage at home. It lays out the items included in its hot dried sausage sticks kit. Under the image, it also describes what comes with the order. To make sure users understand the process, it adds a video showing how to make sausage. The kit doesn’t come with the meat you’ll use to make the food but merely the seasonings, casings and some essential equipment.
5. Highlight the Benefits
What is your unique value proposition (UVP)? What makes this product the best choice out of similar ones? Use your product description to show why your item is better than anyone else’s. What exactly does it do for the consumer? You can highlight this in the text, use bullet points or showcase the advantages via photographs.
Drop Stop uses its landing page to highlight its product’s benefits. It lists advantages such as less distracted driving, and the fact that it fits around the seat belt and keeps change and food from falling between the gap. Think about the problem your product solves and share the info in your description.
6. Show Options
People love personalized items. List any options clearly on your product pages. If it comes in a variety of colors, showcase images of it in different hues. If it is a piece of clothing, make the sizing options clear and provide a true fit guide. Think about how to give your user options as they fill their shopping cart.
PhoneSoap sells UV light phone sanitizers. Since it sells the gadget in a variety of shades, it offers a list of color boxes right on the description. As you click on each button, the product image changes to that hue, showing you exactly what you’re buying.
7. Include Reviews
When people land on your website, they may have never heard of you before. They have no reason to trust you or believe your product does what you say it will. Adding a review section or customer testimonials adds a level of authenticity to your site and helps users trust you. Add a section where people can leave reviews or read reviews by others. You’ll answer fewer questions as some will naturally get answered here, and you’ll show you aren’t scared of what customers say because you have an exceptional product.
Radiate sells portable campfire tins. It has one product, but different packaging with just one starter or many. On each product description page, it includes a link to reviews on the item. It uses a five-star rating system and allows users to leave additional comments about what they love or hate about the product.
Find Your Favorites
One of the best ways to help your web designer figure out a style for your product pages is by sharing examples of descriptions you like. Use the examples above or come up with a few of your own. You can combine elements from several different styles. Remember to stick with overall stellar design principles, such as strong headlines, clear calls to action and a good balance between positive and negative space. With a little attention to detail, your product pages will lead to sales.
Lexie is a digital nomad and UX designer. She enjoys running with her goldendoodle and creating new cookie recipes. Check out her design blog, Design Roast, and connect with her on Twitter @lexieludesigner.