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33 Highlights From Some of the Best Ecommerce Product Pages
Back in the day, most product detail pages were designed as simple fact sheets with a few photos of the product. Today, especially amongst direct-to-consumer brands, product pages double as landing pages.
They’re much more thorough, and longer than what we used to see. The very best not only give basic facts about the product, but they tell a story, answer customer questions, and motivate people to buy.
In this post, we’re highlighting 33 things we like from 11 of our favorite product page examples (the majority being on Shopify).
For each example you’ll find below, we highlight 3 things we like, seen through our lens as conversion optimization specialists, and we’ll even give a few tips along the way.
Before we dive in, let’s quickly review the anatomy of a high-converting product page
While what exactly needs to be on your own product pages truly depends on what you sell and who you are as a brand, the best product pages for ecommerce have a few things in common:
A clear call to action. This is pretty basic, so we won’t spend more time getting deeper in this.
Large product photos. Don’t cheap out on this one. If you sell clothes or furniture, include close-ups to show the texture and details of the materials, show the products in context (in a room for furniture, on a model for clothes) in addition to shots of the products by themselves against a plain backdrop.
For beauty products, in addition to the product packaging, show the texture of the product and how it looks when applied. Go the extra mile.
Having tested this with many of our clients, we also agree on the impact of UGC as it creates additional trust with new customers, and gives them more images of the products to look at.
Answer people’s top questions about the product. You can easily find out the top questions people have about your products through website surveys and polls. Make sure you address those questions, and potential objections, on the product pages.
Focus on the result people will get from your products. A product description that includes facts about how the product is made, and other technical specs, is likely necessary, but stopping there won’t be enough.
People buy your products because it provides them a benefit. They’re buying more confidence, a solution to a problem, glowing skin, comfort… and your product description should connect the dots to help them see that. We’ve written extensively about this in our guide to luxury ecommerce.
Explain how it works, and how to use it. Of course, if you sell notebooks, shoes, clothes, or anything that is self-explanatory, that’s not needed. But if you sell anything slightly technical, or even skincare products (which we’ve learned people often want to know how to use before buying), explain how to use it on the product pages. This helps people envision themselves using your product, and diffuses concerns.
Product reviews! One of the most important elements of a product page is the review section. Don’t limit yourself to customer reviews either. Think about incorporating quotes from media outlets that have mentioned your brand, or specific testimonials from influencers, celebrities, or customers to highlight why they love your product.
And there you go. The anatomy of a high-converting product page. Some of the pages you’ll see below have much more, and a great product page doesn’t necessarily limit itself to the 7 points we just listed. Use the above as a guideline, and remember that even if you check all 7 points above, the quality of the content and the design for these elements is what will make it a bop, or a flop.
Including a small section below the call to action to upsell people to a bundle is a great idea to increase average order value. It clearly shows that the bundle provides a discount over buying the products individually, and doesn’t compete with the main product call to action either. Great implementation!
The design of the page is gorgeous. Instead of displaying the entirety of the content into a long paragraph, or as boring bullet points, the content is laid out throughout the page with multiple visuals and icons, which entices the visitor to scroll through the entire page.
Although the graphic itself could be improved for clarity, we really like that Kopari included a section comparing their sunscreen to other brands. Instead of just being another sunscreen, it educates visitors on why theirs is the right one to buy.
If your product has clear advantages over your competitors’ products, flaunt it! Pro-tip: do it with visuals, like Kopari did here, as it tends to have more impact than simple text which often gets ignored.
The “Fair Pricing” section is fantastic. It shows Mejuri’s price, compared to what people could expect to pay for the same product with traditional retailers. Not only does it double down on the brand’s value proposition, but it also re-frames pricing in a way that makes it look like a steal. The Learn More button, which when clicked opens a chart showing why Mejuri’s price is lower, is also key to this working well as otherwise, the lack of explanation could make it look like the estimated retail price is totally made up.
Below the Add to Bag button there’s a section with icons that states the shipping and return terms, and the warranty. Since shipping and returns are some of the biggest questions that generally come up when people are about to buy, addressing this here, in addition to displaying a warranty, helps reassure people and reduces potential friction at checkout.
Instead of just displaying images of the products on a white backdrop, the product page has multiple product shots (and even a video) of a model wearing the earrings. For clothing and wearable accessories, especially jewelry, this is incredibly important. Without images of the model, it’s impossible to get a sense of scale. People need to know what to expect in terms of size and fit.
The Molekule Air product page is very much designed like a landing page. It has a headline, plenty of visuals, and delivers selling points throughout the whole length of the page. It makes it easy for people to skim through the information and learn tons about the product without having to read long paragraphs. The design is clean and modern as well, and all points combined make it an engaging product page. Great job on their part.
Some of the very first bits of information communicated include what it does, and for what square footage (which, we assume was one of the top questions they’d get). “Made to destroy pollutants in larger spaces up to 600 sq. ft.”. Then it appeases customers' fears, and makes the purchase literally “risk-free” by saying you get a 30-day home trial, which is also 100% refundable. The reviews showing a 4.5 star rating from thousands of people is the cherry on top.
We love how the imagery focuses on how the product will fit in the customer’s home. This reframes the product as not only a purifier, but as a well-designed product that will look great in your home, almost saying the product equals good taste. While their technical details and imagery speaks to the rational part of the brain, the lifestyle imagery speaks to the emotional side, which is extremely important as emotions are key drivers of conversions.
Through the research we’ve done with health and beauty brands, we’ve discovered that prior to making a purchase, many site visitors wondered how long a certain product would last them. 2 weeks? 1 month?
This question was even more prevalent when the products were sold as subscriptions (which is the case for this product too) as people were afraid they would receive their subsequent orders too soon.
Bulletproof addresses this in a very simple way: it indicated, right above the price, how many servings are in one bottle. Simple and effective.
In our breakdown of the anatomy of a high-converting product page above, we said that selling the benefits and outcome that your products provide is more important than the product itself. This product page is a great example of this concept applied properly. A large “Benefits” section clearly states all the benefits provided by the product, and each is supported by icons which makes it harder to miss, and more interesting to look at than a simple bullet point list.
There’s definitely a trend in health and beauty products where customers want to know as much as possible about the ingredients before making a purchase. People want to make sure they’re not buying chemical-filled crap. Lower down the product detail page, Bulletproof addresses this head on in a massive section dedicated to the ingredients. It goes in depth about the formula, why specific ingredients were chosen, and shows other supplement facts. In an age where research is as easy as typing a word in Google, it’s important to address all the potential questions head-on, or customers could think something is being hidden from them.
One of the things we love about this product page is the emphasis on social proof. Close to the add to cart button, it features the awards the the product has won, and if you scroll a little further, shows a few more hand-picked reviews. We have to admit, however, that a full-blown review section where we could have read plenty of reviews from customers, would have made it much better. That said, displaying awards, testimonials, and reviews is always a good idea.
It seems like one of the big value propositions of this bike is how much it can be customized. We really like how they made this impossible to miss by including an animation of the bike with numerous ways to customize it. It catches your attention, and drives the point across more than just text and a static image.
You’ll notice that not only do they feature product images at the top of the product page, but further down they include what could be described as “lifestyle” images where you see various shots of people using the bike. This is great because it puts the product in context and helps people visualize themselves using it.
While on a design level there is some room for improvement, content-wise this product-page kills it. One of our favorite details on this page is the customer testimonial as a subheading below the product name. Right from the start, it creates some social proof and highlights some of the main selling points of the product. Haven’t seen this on any other site, and we love it.
The best product pages don't just convert well, they also help increase average-order-value. Pela’s product page pushes people to spend more without making it look pushy or intrusive. Right before the Add to Cart, Pela makes you choose between buying the case only, or the case plus a screen protector. It makes sense to have this there as many people likely want to protect their screens too. It also shows the savings they’ll get if bought together, making it even more tempting for visitors. This is a great implementation of a non-intrusive, non-annoying cross-sell.
Instead of boring bullet points to talk about the product's features, Pela makes great use of the entire product page to make each selling point more visual and interesting. It features user-generated images, and as you scroll down, videos and animated images to back-up what is said in the text.
This product page from Seedlip is gorgeous in design. Instead of a more traditional layout where you’ll find a square image of the product and the product information to the right, Seedlip manages to make their product page a bit more of an experience. It doesn’t reinvent the wheel, but its use of large images, beautiful illustrations for the ingredients, and videos, manages to take the visitor into the brand’s world. This product page is not overly complicated either, but it is a great example of how going the extra mile with design can take a small amount of otherwise ordinary content, to the next level.
Seedlip is a Non-Alcoholic Spirit, which may be new to some people. Therefore, how to use it is a question we’d expect many people to have. As with any product that isn’t self-explanatory, it’s a good idea to remove the doubts that people have about its use prior to the purchase, as we want people to be able to envision themselves using the product. Here, Seedlip features a very on-brand video showing a cocktail recipe using the product. Well done.
On that note, however, we can’t help but think that it would be interesting to A/B test having a product description that focuses slightly more on the customer, and their emotions. For example, people interested in this product may not drink alcohol, but they’d love to be able to enjoy craft cocktails at parties too. Playing on this narrative on the product page, that shows Seedlip as the solution to non-alcoholic craft cocktails for non-drinkers, could be quite interesting as well.
Great product descriptions on their product pages. You’ll notice they aren’t just fact-sheets. They go further by being pleasant to read while describing the product’s unique features, the material, the fit, and how to wear. It says a ton, while being pretty short and to the point.
We love how each main “feature” such as moisture wicking, wrinkle resistance, etc have their own section on the product page with detailed descriptions and images. It makes what could otherwise be totally normal facts about the fabric, seem extraordinary and unique to the brand’s shorts.
We like how the images are spread out throughout the product page instead of all being placed in a carousel at the top of the page. It invites people to scroll through, and creates a narrative about the product and its features.
Most rugs will require a rug pad, and we love how Burrow has integrated an easy way for people to add rug pads to their order; helping the brand increase AOV at the same time. A simple check in a box above the add to cart button will add a rug pad to the order. Note that Burrow doesn’t try to sell something completely random as a cross-sell, they’re selling something that complements the main item being sold. Keep that in mind when creating upsells and cross-sells. Focus on lower-priced items that will add value to the main item being sold.
Assuming carpet sizes and placement can be unclear for people buying rugs, Burrow’s way of addressing these concerns, by showing multiple illustrations of how a rug should be positioned based on the type of couch you own, is textbook perfect. It’s clear, visual, and helps people make their decision.
The short video showing the texture of the rug in detail is also a great addition to the product page. A rug is something people interact with a lot, they’ll touch it, walk on it, and sit on it, so it’s important to show potential buyers what they can expect. The video does a great job accomplishing this.
Size selectors on product pages can easily be overlooked. After all, a size selector is a size selector, right? Well, wrong. Size selectors that are drop-down fields aren’t great for usability. They make it impossible to see which sizes are in stock, at a glance, without having to open the menu, which can be especially annoying on mobile. M. Gemi’s implementation of their size selector is typically what we recommend for best experience. Displaying all sizes available, on the product pages, in boxes that are easily clickable on mobile is the way to go.
When it comes to fashion ecommerce, one of the biggest concerns we’ll hear from customers surrounds fit. Sizing and fit vary from brand to brand, and this can be especially worrying for some people wanting to buy from you, especially if you don’t offer free shipping & free returns. Nothing will truly replace trying on the item, but there are things brands can do to help.
M. Gemi, in addition to the traditional size chart, has a FIT TIP above the add to cart button. It tells people if it fits true to size, and gives a few extra details on what the customer can expect. It may be simple, but can help appease fit and sizing concerns by quite a bit.
M. Gemi sells premium footwear and the brand and value proposition is heavy on the craftsmanship of the items. Sure, you could write a whole paragraph about how well the products are made, but sometimes visuals such as videos speak louder than words and can create emotion. M. Gemi’s video of artisans making their shoes brings tons of proof and credibility to their statement of quality. For customers, it can suddenly make it logical that such a well made shoe retails for the price they’re selling it for, making it easier for them to go ahead with a purchase.
Our favorite aspect of Tushy’s product pages is its personality. While this is something that can be credited to the entire brand more than just the product page, Tushy’s product pages feature plenty of humor, making it literally impossible to forget about the brand or the product.
Many brands fall into a sea of sameness, where you could easily replace the logo with their competitors’ and everything would work. Tushy’s branding and entire product page content is truly unique to them.
Jack Haldrup, co-founder of Dr Squatch mentioned on our podcast that having a brand personality was one of the biggest factors of Dr Squatch's success,so when working on your product pages, ask yourself, how can we make it more memorable? What’s unique to our brand that we can incorporate into the design and copy of the product pages?
If you pay close attention to the design of Tushy’s product page, you’ll notice they don’t ever use straight, horizontal lines to divide the content sections on the page. Straight horizontal lines that divide sections on a page often create what we call a false bottom, or what’s also known as the illusion of completeness, giving the subconscious impression to visitors that there isn't more content further down the page - meaning they often don’t scroll further.
Tushy avoids this by using subtle design cues, such as moving, wavy lines to divide each section, that encourages people to scroll down.
Finally, Tushy, being a bidet attachment, is a slightly complex product that requires some installation. This means that a plain old instruction manual on how to install it, sent with the product, won’t cut it. People want to know exactly how it works, how much work it takes to install, and if they can do it themselves, before even considering the purchase. This product page highlights, in detail, that it’s quick and easy to install. A much needed reassurance to get people to buy.
Every product page has room for improvement, including the ones we featured above. That being said, there are definitely some pages that are better than others, and the ones above are great examples of product pages that go the extra mile in an effort to convert browsers into buyers.
We hope these examples inspire you to get creative with how you present your products. That being said, don’t forget that not every “best practice” applies to every brand. Don’t forget to test, test, and test.
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