I say this often and because it’s true. Of every step of your customer’s transactional journey, your product page is arguably the most important for your online store. In this blog, we’re going to break down 16 of the most impactful product pages and explain why they worked so well so you can take these learnings and apply them to your online store.
Hi, my name is Stephan and for the last seven plus years, I’ve been designing e-commerce experiences on Shopify, working with industry leading brands, such as Nestle Canada and Unilever global as well as local small businesses, making a huge impact.
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A product page is where your customers learn everything they need to know about your product. This is the closest your customers will ever get to actually interacting with your product before they click add to cart or buy now, before we get into some really cool product page examples, let’s go over some fundamental items that every product page should have to give you the best chance of optimizing your sales.
Above The Fold
Our first fundamental point is being above the fold. Now, for those who aren’t too familiar with this term, it means displaying the most important elements on your webpage before user has to scroll. And let’s start off with our first example, Old Pal Provisions.
Besides the simplicity of their product page, which I’m a big fan of, I like how they focus on making sure that their imagery content and most importantly, their add to cart call to action is accessible without having to scroll on desktop or mobile. At the end of the day, we only have so much time to entice our customers. So making sure that we can display crucial information without them having to interact too much will help improve overall the experience and most likely make them convert better.
Our second fundamental item is product. A strong product description ensures you share the benefits of your product or service and why it’s worth purchasing. The best product descriptions addresses the target audience directly. You answer questions as if you were having a conversation with them. You’ll want to use words that your ideal buyer would use as well.
Now let’s use dupe wipes. Their simple, yet effective copy is quirky and explains their unique selling proposition of their product while keeping their customers engaged with almost like a comedic tone. Send toilet paper back to the stone age with dude wipes. Now that’s really catchy and really grabs your attention.
Now, another thing I really like about their product description is that the communicate the most important information above the fold and below they explain the reasons why their brand and innovation exists. It’s great to communicate your most important information as we just talked about, and then afterwards, take your customers on a journey and explain why your business exists and the positive impact your product or service is having on users.
Strong Product Photography
Our third fundamental item is strong product photography. Along with a great product description the easiest way to communicate the value of your product or service is really good product photography. Product photos are a key part of a consumer’s decision-making process.
These photos provide the first impression, creating a tipping point as to whether your user will continue browsing and eventually make a purchase of that product or service. Now it’s important to remember that the online shoppers don’t have the luxury or the same experience of shopping in stores. Customers can’t touch or try the products that you’re trying to sell.
Let’s use the example of Poloma Wool’s product photography. Here we can see they’re selling a custom leather bag. And what I really like about these photos is that they first start off with a product on a solid background, and then they add in an image of a model after. Now, I like this because they’re setting up your images to provide personable and a relatable experience. And on top of that, these photos alone answer a few questions. Like, how big is the product? How will the product look on me? Or what does the product even look like on the inside?
Also, I really liked the horizontal scroll, which is a really unique experience and it provides a really cool way of offering solid real estate to emphasize your product photos. Now, if you’re new to product photography and want a cost-effective way of taking photos yourselves, I’ve linked an article below on how to take high quality product photos with your smartphone.
Our fourth fundamental item is page speed. There’s a good chance you’ve heard this already. The time it takes to load your product page is the difference between making a sale and losing a customer. Your product page needs to be quick and responsive and pages that just take over three seconds to, well, kill your customer’s confidence at the end of the day and just make them impatient then will most likely attribute to a low conversion rate.
Now, with the example of BH photo, blog, and audio, they have an extremely quick loading speed and they clock in at about 1.7 seconds to load their page. Now, this example might not be the prettiest, but their success comes from their industry-leading page speed. For BH, they had a specialization team provide an in-depth performance re-vamp. But if you’re looking to improve your page speed, check out this really cool Shopify Plus article, improve your e-commerce sites performance and speed to two times your conversions.
Fundamental item number five. Building trust. Now this fundamental aspect for your product page might seem a little vague. Stephan, I’ve already built trust by adding effective copy and taking really solid product photos. And while those comments are true in building trust, there are still reasons customers hesitate when making a purchase.
Typically I found customer hesitation comes from a lack of transparency around returns and shipping policies. Now let’s take Frank and Oak’s product page to see how they combat these hesitations. As we can see by exploring their product page, below the add to cart button, they display three trust badges, free shipping, free returns and eco packaging. These three simple yet effective badges already give customers immediate confidence since it tackles a return and shipping questions that causes hesitation.
Also the eco packaging is a really nice trust batch since single use plastics are a growing concern for more and more people every day. And showing that they care makes their customers feel good about their purchasing decisions.
So let’s look at other tactics that merchants are using to efficiently convert visitors into customers, along with examples.
One, Blog Over Photos
Now, if I were to ask you would you prefer to flip through a catalog of photos or view a blog instead, there’s a good chance the blog would win. Our customers’ attention span is slowly decreasing, and that’s why leveraging blog is a great way to grab customer’s attention quick and effectively.
Now, if we referenced Lisa Says Gah, we can see that when we start scrolling through the product photos, we can see they incorporate blog. What makes us powerful is instead of adding multiple photos to show off different angles of their product, the blog easily provides the information that customer needs to make a confident purchase.
Our Second Point Is Augmented Reality
Now we spoke about how blog can be a more effective approach as an alternative to product. But what if there was an even better alternative to blog that’s where augmented reality or AR comes in. For those who aren’t too familiar with AR or augmented reality, it’s a way of displaying a 3d render of your product and displaying that product anywhere your camera can see.
Now, according to Shopify data, the conversion rate of a product that leverages AR augmented reality is 94% higher than a product that isn’t leveraging augmented. Let’s take Leons.ca’s product for an example. Although they have a really cool product page, which is kind of elegant and fun, all of the real fun is done when you click the geometric symbol that’s overlaid on top of the product photo.
Now with online furniture, shopping customers always hesitate to purchase items online because let’s be honest, how big is this sofa? How will it contrast in comparison to all of my other furntiure? With 51% of consumers saying they’re willing to use augmented reality to make a better purchasing decision online, the time is now to start seeing how you can use augmented reality in your business to overall improve your customer’s sales.
Third Is Back In Stock
For our third point, we’re going to talk about back in stock. Now it’s no surprise that running out of inventory happens, regardless of whether you’re a new or an experienced merchant. But the main problem is you’re probably spending your hard earned dollars directing traffic to a sold-out product.
Now, Tevin does a great job of this with their product page, by adding a join our waiting list feature that allows eager buyers to enter their email or SMS, aka phone number to be notified when an item is back in stock. It’s pretty cool. Now for those trying to introduce the backend stock feature functionality, I recommend checking the Shopify app Back in Stock. Pretty simple. Or if you’re using an email service like Klavyo or Omnisend, you most likely will be able to achieve the same functionality with those email tools.
Four Is Reviews
In some cases reviews are just as important as the dollars you’re putting into your bank account. But let’s be honest, are reviews trusted as much as they used to be? The answer, 50/ 50, at least in my opinion. Luckily, there are ways of making your reviews more impactful and let’s reference our next product page to see how they’re done effectively. Introducing, Our Place.
Not only is this one of the best product pages I’ve ever seen the laid out, but they’re using reviews very effectively by associating images with those reviews. Reviews and images, or blogs, are likely to be perceived as trustworthy instead of text-based reviews, which can just at the end of the day be easily faked. It also allows you to leverage those images or blogs for marketing initiatives, which are a great cost-effective way of reaching out to new customers.
Almost every review based app in the app store will allow you to use images and blogs for the reviews so make sure to leverage them as much as you can. And I promise you, it will help skyrocket your conversions and make your community that much stronger around your brand.
Five Is Customizations
If you’re selling a product or service that requires your customers to input information in order to purchase that product or service, it can be challenging to find the perfect way to achieve that customizable experience. Luckily, Luxy Hair’s product page can be a prime example on how to go about this. If we take a look at the product page, we can see that we’re required to complete a couple of steps in order to purchase that product.
Incorporating a bunch of steps can take up a lot of valuable real estate on your product page, but by adding in an accordion like they’ve done is a great way to maximize your space. Even the way their product photography changes as you click an option is an incredible touch to ensure their customers don’t second guess themselves before they click add to cart. Overall Luxy hair is one of my favorite references on how to go about product customization and variants.
Point Number Six, Subscription.
Without a doubt you’ve either seen or purchased a subscription of a product or service in the past, and why not? It’s a growing model that allows customers to purchase items for less and it’s a great way for businesses to forecast future sales. So win-win.
However, subscription product pages share the same user experience over and over again with little to no spunk or innovation. When it comes to a high quality product page with the subscription experience, I have to give it to Kinship. Not only do they make subscribing effortless during the purchasing experience, but the subtle toggle of the frequency subscription or when you click subscribe, is a really nice touch to save real estate and entice users to purchase more often.
Number Seven, Cross Sell And Upsells
It’s without a doubt that upselling and cross selling is probably one of the best way to increase the price of your customer’s cart total. In this product page example, we’re going to reference Everlane and the way that they effectively display their products and how they cross sell them on their product page. Here, we can see a pair of shoes. Now, if I scroll down from those pair of shoes, I get really enticed by the dress the model is wearing. Now instead of being distracted by re-looking through Everlane’s catalog to learn more about that dress, they display their complimentary items on their product page below the add to bag button.
Although this might not be considered a true cross sell since the item isn’t immediately added to cart on click, it’s a fantastic way of getting more than one product in front of your customers eyes to communicate that you sell then more than just one category of products. It’s a tactic I see being leveraged by some of the biggest brands and when done correctly can heavily increase your average Order Value.
Point Number Eight, Competitive Advantage
At times we’re selling a product that can be heavily saturated in the market, but how can we convince users that they’re getting the best product in comparison to others? Well, in the example product page of Caraway, as we scroll down their incredible looking product page, we can see that they’ve incorporated a comparison chart that easily explains why their product outperforms. .
It highlights major factors that customers take into consideration when purchasing a product. Caraway does a great job of identifying problems with traditional goods and heavily emphasizes where their product is better simply with a good looking comparison chart.
Number Nine, Wishlist
Have you ever been on Netflix and saw a movie or a show that you wanted to see, but you didn’t have time to watch, so you click add to list to watch it later? Well, that’s what essentially a wishlist is. A wishlist is a powerful tool that large brands utilize to ensure that their customers that can’t purchase immediately have a chance to save that product, view it later and purchase it afterwards.
If we take a look at the brand Ssense’s uniquely designed product page, we can see that they have products at a bit of a high price. Now, instead of customers leaving that product in hopes of having a little bit more money in their pocket, but realistically forgetting about that product, they have a text-based call to action to the right of the add to cart button where you can just click it, add that product to your wishlist and take a look at it later on.
Now I find this effective as an experience since A, it will require your users to create an account so now you have that data, which is super important. And B, you can set a reminder down the road to remind customers that they have that product in their wishlist, that they can later on view and hopefully purchase.
Number 10, Incentives. As A Brand
once you have a clear value proposition, aka how you can ensure you’re providing your customers with everything they need, that’s where a value or an incentive comes in. Now, incentives are little things that can help tip the scale in your favor to incentivize your potential customers to make a purchase.
Now, when visiting Inka’s product page, we can see in the top bar, a free shipping on domestic orders over $55 incentive. Now I know what you’re thinking, Stephan, every e-commerce store does this. And you’re right, because at the end of the day, it just works. According to Forbes, free shipping is a sales incentive 88% of online shoppers want the most. The idea of this incentive isn’t about actually saving money, but it’s about the psychological perception about saving money. And this approach alone can make your customers feel good about their purchasing decision.
Number 11, Customer Service
I find one of the biggest factors that defines whether a brand is going to be successful or not in the long run is whether they offer good support or not. Now, your customers want to feel special during their purchasing experience. So let’s take a look at this last product page for today and see how this merchant incorporates customer support. Here we have Mejuri.
One of the leaders in the direct to consumer jewelry business. On top of having one of the best looking product pages, if we scroll down a bit under the section complete the look, we can see we have a call to action called need product help? Chat with a stylist now. And when we click on it, it triggers a chat widget where customers can now ask questions as if they were shopping in store, which is pretty darn cool. Solid support pays in dividends. And the best part is it doesn’t cost an arm and a leg to integrate.
If you’re looking to achieve a similar experience as the Mejuri example, I recommend checking out Giorgas. In my opinion it’s probably one of the best Shopify specific support apps to date. There we have it. These are some of the best in class product pages, along with elements that made them successful. If you’d like to see even more product page examples, check out the article Product Pages: 16 best in class examples and why they work.
If you want to design a beautiful online store, Shopifyhas everything you need. It makes selling online easy, fast, and scalable. So if you haven’t already, it’s time to get started with a 14 day free trial. Set up your store in days and bring your brand to life. Keep in mind, building an online store shouldn’t be this easy or this much fun. So click the link right here to get started on your business journey. All right, it’s onto my favorite part of the blog.
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