5 Examples of Excellent Product Page Design and What You Can Learn from Them

Intro

When visiting an ecommerce website, the experience for customers must be straightforward from the get-go: eye-catching, simple, and to the point. Product page design is one of the most important aspects of the overall user experience because these are the pages that ultimately convert browsers into customers. Therefore, featured products, high-quality images, and detailed information should be the main focus when you’re designing a product page for your online store.

Most customers go through a product page before completing a purchase, so if you’re in the process of creating a new website or optimizing the performance of your ecommerce site, remember that good design starts with understanding your user’s needs and adapting accordingly.

Let’s explore how to design an excellent product page, some best practice product page designs, and what are the key features that make a product page valuable and attractive.

How to Design a Product Page

While the design process may vary from designer to designer, there are certain things that everyone should keep in mind when learning how to design product pages.

1. Use high-quality images

The online shopping experience is entirely visual, and product photos are crucial for any product page. Since customers can’t touch and try on the products like they can in a physical store, images will help them decide if they want to buy something or not.

Ensure you use optimized images and keep them up-to-date when creating your site. Images that are optimized should be the right file type, size, and compressed to allow a faster page load time. Also, your imagery should be in focus, have a simple background, and provide multiple angles so users can see what they’re getting.

2. Create a persuasive call to action

Active language motivates customers to take action to buy or learn more about a product. When creating and formatting your call to action (or CTA) buttons, keep them short, concise and develop a sense of curiosity; in other words, an effective CTA should trigger a click.

3. Write informative product descriptions

We’ve said that images are vital for a great product page, but so is good product copy.

Product descriptions give customers detailed information about each product. Yes, they should get to the point quickly, but they must also include details like materials, colors, and top attributes.

Your product images and descriptions should work together to persuade someone to buy what you’re selling.

4. Display transparent pricing

The purchasing decision will not only come down to a five-star rating product, clear and compelling copy, and great pictures; price is also a deciding factor. You should **always show clear pricing **with a large font size, and avoid ambiguous discounts and fine print.

5. Include social proof

We’re influenced by social behavior, so when we see people waiting in line to get a table at a restaurant or a family member recommends a product, our decision to purchase is frequently affected by what others do or say about it. Shopping online is no exception.

In fact, 97% of customers say online reviews impact their purchase decision, which makes it a no-brainer to include social proof to affect your product page conversions favorably.

6. Be consistent

As well as having a strong design, your website and each product page should be consistent and include uniform, well-integrated colors, and images that fit together.

Ensure brand consistency using a color palette, specific fonts, and a harmonious tone of voice in written content. For visual consistency, you can use graphic templates for your website; this will help you create a unique, cohesive look across different product pages and landing pages.

(Image source: Envato Elements)

5 Beautiful Product Page Design Examples and Why They Work

So now that we’ve gone through the fundamentals of creating an ecommerce product page, let’s examine examples from brands that get it right when it comes to product page web design.

1. Apple

(Image source: Apple / iPad)

Why does it work?

On this page, the Apple design team has created an impactful customer experience with no distractions, focusing on the product and its unique features. Copy is short, inspirational, and when users keep scrolling, the discovery continues with brief descriptions and product images that stand out on the white background.

What can you learn?

When it comes to images, copy and all your other product page design elements, less is more.

Apple does an impeccable job when building a product page. Each image, white space, word, and detail is chosen carefully, so the overall look stays clean, consistent and highlights the product.

Minimalistic design like this leaves no room for distraction, so when you’re building your page, choose a simple layout.

2. Chronicle Books

(Image source: Chronicle Books)

Why does it work?

While this website makes use of bright colors across categories, personalization is the main focus of its product pages. Chronicle Books makes it easy to ID categories from the top menu and to showcase related and relevant content accordingly.

(Image source: Chronicle Books)

Suggesting related books that users can add to their cart without leaving the page they’re currently browsing is an effective way to keep them interested in an already curated selection of products.

What can you learn?

A personalized customer experience is key on product pages if you want to ensure the user finds what they’re looking for – and hopefully more than that to increase the size of their shopping cart. Think about your products and how to relate other products that don’t necessarily fit into the same category but perhaps match a customer’s broader interests.

3. Farfetch: All About the Details

Why does it work?

For fashion e-tailer Farfetch, a good product page is all in the detail. Customers can get clear information on product care, sizing, price, delivery timelines, and the designer, all in one place. There’s even the option to add the item to a wishlist if they’re not ready to buy right now.

What can you learn?

Ask your customers what types of information they’re looking for when they’re browsing your – and your competitor’s – product pages. You should tailor the information your displaying on your product pages to the types of queries that will help customers to make a purchase decision.

(Image source: Farfetch)

4. Zara: Make It Immersive

(Image source: Zara)

Why does it work?

On the Zara website, the experience doesn’t start with the product page itself. From the homepage, the user feels like their inside a high-fashion runway show with models walking the catwalk in the latest Zara collection. Below the video, there’s an infinite scroll which allows the user to look at beautifully-curated editorial pictures rather than searching for products through a catalog.

Zara offers a large number of products and it’s constantly updating stock, but there are few product categories. This simplification of the catalog makes browsing more straightforward and allows users to narrow their search using up to ten filters.

(Image source: Zara / Woman / Party)

What can you learn?

Immersive product pages like these require effort to create because the images are shot in an editorial style rather than on a plain backdrop. You also need to consider how the product photography fits into the broader on-site and offsite experience whether that’s a video on the homepage or the imagery being shared via Instagram. If executed effectively, this approach can help to not only sell products but also build the brand and customer connection.

5. Glossier: Hero Your Products

(Image source: Glossier)

(Image source: Glossier)

Why does it work?

For beauty brand Glossier, the products are the hero of the website – which of course includes the product pages. Everything that sits around the product images, whether it’s the succint copy, user reviews, color palette picker, or ‘top rated’ tags are designed to inform the user on the value of the product itself. Image galleries help to showcase different variations of the product, making it easy to decide what to select. This is crucial for products such as make up where the shopper doesn’t have the option to try it first.

What can you learn?

If your product is the star, don’t hesitate to put it front and center. Designers sometimes get distracted by layouts, branding assets, and additional graphics and forget that the product is the selling point. Reviews can also work wonders when you need to bring your product to life and demonstrate social proof of its value from real users.

What Makes a Great Product Page Design?

As we’ve seen from looking at five best practice product page designs, there’s a lot that goes into a good product page, but there are some essential ingredients that every product page needs.

Research by Baymard Institute suggests 95 guidelines to follow when designing a product page, including layout, product images, image gallery, the ‘buy’ section, shipping, returns, gifting policies, product variations, descriptions, specifications, user reviews, and cross-sell and cross-navigation.

The study showed that only 18% of the 185 top-grossing US and European ecommerce sites have a “good” or “acceptable” product page performance. Specifications are one of the most common issues among them.

(Image source: Baymard Institute)

What Is Good Design?

Despite numerous ways to achieve good design and define it, some principles from German industrial designer Dieter Rams can guide you through the design process.

1. Good design is innovative.
2. It makes a product useful and understandable.
3. Is aesthetic.
4. Is unobtrusive.
5. Is honest.
6. It is long-lasting – although in this digital world this may be less of the case.
7. It demonstrates attention to detail.
8. It’s environmentally friendly.
9. It requires as little design as possible.

In summary, this means keeping it simple, focusing on the essentials, and avoiding adding features that don’t aid usability.

Product Page Design Best Practices

Of course, good design is essential, but no business could survive without profit. So, besides learning about visuals and formats, you need to learn how to design product pages that increase online sales.

According to Shopify, and research by Nielsen Norman Group, these are the best practices to follow that will help shoppers decide what they want to buy.

1. A descriptive product name
2. Accurate product images
3. Detailed, zoomed-in view of each product
4. Price, and if there are additional charges
5. Clear product options to choose from
6. Availability
7. Clarity when adding items to the cart, feedback when it’s been added
8. Informative product description

Product Page Design Templates

If designing from scratch is not your forte or you need some creative assets to get you started, you should consider using a product page design template, online design tools, and web templates to achieve the best possible outcome. The advantages of using product page design templates include simplifying the process, saving time, and driving consistency across pages.

Product Page Design Checklist

Now we’ve explored best practices and general how-tos, but if you need a checklist to follow when you next design an ecommerce product page, here’s a summary of everything we’ve explored in this article.

• Choose high-quality, optimized images
• Include persuasive CTA buttons
• Write informative product descriptions
• Show visible product variations
• Be transparent with pricing
• Demonstrate social proof and reviews
• Include shipping information
• Be consistent with your branding

Ready to Design a Product Page to Make You Proud

Designing a new product page is an exciting adventure. You get to make products shine and stand out from thousands of other online options – a quest that shouldn’t be taken lightly.

Ultimately, don’t forget the user visiting your ecommerce website. Your product is the star of the show, of course, but your customer is the one who gets to make the final decision.