What to include on an eCommerce product page (32 examples for inspiration)
Instant Team
What to include on an eCommerce product page (32 examples for inspiration)
A shopper lands on your online store and clicks open a product they’ve been eyeing. The page looks sparse, the details are scant, and the images are so-so. They bounce, and you lose a sale. In the world of Shopify store design, your product page is where all the action happens. It’s your one shot to turn browsers into buyers. This post will explore how you can transform your eCommerce product pages into conversion powerhouses. We’ll break down must-have elements and share examples to spark your creativity.
You don’t have to start from scratch. Tools like Instant’s Shopify product page builder can make this process smoother and faster, offering templates and customization options to help you create pages that convert.
Table of Content
What is an eCommerce product page?
An eCommerce product page is more than just a catalog entry. It’s the full narrative of your product, detailing everything it offers. Think of it as the storyteller, letting potential buyers know the following:
Weight
Size
colour options
Specs
It’s where you lay it all out with the materials, the how-tos, and quirks. This info helps buyers determine if the product meets their needs and the price is right.
Building trust: Why it matters
Trust goes a long way in online shopping. A good product page doesn’t just list features. It anticipates customer concerns and addresses them right away. Clear details about warranties, return policies, and customer reviews build credibility. When a shopper feels they can trust the product and the brand, they’re more likely to hit that “Buy Now” button.
The magic of conversion rates
Product pages are conversion powerhouses. They guide shoppers from interest to purchase and do it better than your homepage. According to Adobe Business, visitors who land directly on a product page convert at around 7%, compared to 2-2.5% from home pages. That’s a big difference, and it shows just how crucial it is to optimize product pages. They’re the ones directly impacting your bottom line.
32 examples of high converting eCommerce product pages
1. Lull: Convincing shoppers with strong messaging
Lull provides a straightforward and convincing landing page for its product pages. Built with Instant, it uses strong messaging in the hero section, including a highlighted review for social proof.
A comparison chart makes it easy for shoppers to decide between Lull and its competitors. A product section showcases the best Lull products with essential information and a clear discount offer. A reviews section provides written reviews, an average star rating, and a review guarantee. Lastly, a UGC section shows real customers reviewing Lull’s products.
2. Spacegoods: a dynamic and colorful homepage
Spacegoods uses custom sections to create a dynamic and colorful homepage. These sections, crafted with Instant Page Builder, enhance the online store's aesthetic appeal and strategically optimize the customer journey to drive conversions.
3. Bokksu: Japanese snacks with alluring themes
Bokksu’s subscription box model is a breeding ground for repeat customers. The store uses its product pages to show buyers exactly what they’ll get through remarkable photos and a short description of each treat. With nearly 12,000 reviews and a 4.8-star rating, this approach has paid off.
4. Wilfreds pies: Savory and sweet treats
Wilfreds offers a variety of savory and sweet pies, and they know how to make them look enticing. To impart the distinct taste of each product, Wilfreds uses a beautifully written description and customer reviews to complete the appetizing sense.
5. Abbott Lyon: Custom jewelry for thoughtful gifts
Abbott Lyon’s product page showcases UK-made custom jewelry with a “Styled on Instagram” section to feature customers’ feedback. This gives buyers a more realistic look at the products without studio lighting and retouching and showcases the jewelry on different skin tones and styles.
6. Kokada: Flavorful organic snacks
Kokada’s product page demonstrates its line of organic coconut spreads through striking visuals. The lively packaging and the page design give the whole page a fun and fresh vibe.
7. Lucy & Yak: Clothing with personality
Lucy & Yak’s product page houses bold texts, full-sized, unedited product images, and intensive product and shipping details. Customers are greeted with a sense of friendliness and are more inclined to act as explicit CTA buttons all over the page.
8. Verso: Ebooks with a classic and uncluttered design
Verso’s website is kept classic and uncluttered, where the book is the show's star. The straightforward anatomy includes a title, image, prices, description, reviews, and suggestions with no redundant information.
9. Brosa: Furniture with convenience in mind
Brosa’s product page focuses on convenience with details like a stock counter badge, shipping information, warranty & returns, and images from different angles. The “Add to wishlist” feature ensures shoppers won’t lose track of a product they’re eyeing by clicking the wrong button.
10. Leatherup: A one-stop shop for leather goods
Leatherup’s product page has every question covered with essential information above the fold, from shipping and warranty, payment options, to size charts and product badges. The “You may also like” section efficiently boosts cross-selling and conversion rate of the store.
11. BetterMan: Strategic design to boost sales
BetterMan’s product page is strategically designed to boost sales with features like a prominently displayed price after discount, multiple payment options, and Instagram integration in the footer to increase engagement and interaction with the brand.
12. Bunny James boxes: Attention-grabbing hero banner
Bunny James Boxes uses an attention-grabbing hero banner to highlight their core offering: snack gift boxes. The product listing page is visually focused with high-quality images and up-close shots highlighting key details.
13. She is Cheval: Transparency and authenticity
She Is Cheval’s product page combines classic and modern design to create an immersive look. The brand showcases Instagram posts of their valuable customers directly on the homepage, allowing customers to discuss its products and showcase their authentic product reviews.
14. Muse Aria: Authenticity and high-quality visuals
Muse Aria’s product page is creative and detail-oriented, with high-quality visuals of UGC to gain a better response from potential customers. The brand establishes a good relationship with customers through authenticity.
15. Reina Olga: Attractive and well-defined product pages
Reina Olga’s product page provides all the required product details with high-quality images and a size chart. The Shop the Look video gallery makes it seamless for customers to shop for their desired products, and the product hashtag #ROGirls encourages social media engagement.
16. Bailey and bone: Seamless shopping for pet accessories
Bailey and Bone’s product page makes it easy for customers to shop for their required products with sections to mention requirements, reviews from real-life customers, and a shoppable Instagram gallery to drive more customer-generated content.
17. Rumpl: Clear and convincing product pages
Rumpl’s product page is designed to easily convince potential customers to purchase with detailed points about the product, tutorial videos to improve customers’ knowledge, and customer reviews to drive engagement and conversion.
18. Aqualung: Clear and accurate product pages
Aqualung’s product page is not overcrowded, with high-quality pictures, 360-degree views, a size guide, and clear listicles showcasing product features to create transparency and boost sales.
19. Digisnap: Aesthetic and minimal product pages
Digisnap’s product page is aesthetic and minimal with good-quality pictures and an automatic display of similar products to make potential customers explore and evaluate their choices.
20. Prestige: Innovative kitchen and home products
Prestige’s product page is well-defined and good-looking with all the required details, including high-quality product pictures, payment details, price details, and a detailed product warranty to establish customer transparency.
21. Chloe Ferry Cosmetics: Attractive and feminine product pages
Chloe Ferry Cosmetics’ product page is attractive with a pink and white background, strategically explained products, different payment options, and a display of other products with prices to make shopping easy.
22. Bombay hair: Meeting customer expectations
Bombay Hair’s product page is designed to meet customer expectations with required product details, recommendations for related hair care products, and authentic customer reviews with real-life photos and videos.
23. Feather & black: Brilliant product pages for home furnishing
Feather & Black’s product page showcases everything a customer needs to see before making a purchase, with high-quality product images, necessary details, and a shoppable Instagram gallery featuring real user-generated content.
24. Kyte Baby: Excellent product pages for apparel and care
Kyte Baby’s product page displays all the information required to make a purchase, with high-quality product videos that showcase the products in action and help brands communicate more effectively with customers.
25. Beekman 1802: Modest design approach to skincare
Beekman 1802’s product page uses a modest design approach with intriguing demonstration GIFs and a useful comparison chart to provide more data to visitors and convey the brand’s vision.
26. Buti yoga: Preview video for selling services
Buti Yoga’s product page is kept simple with a preview video of their workout DVD, description, and customer reviews as the main components, making it a lucrative outlet for selling services.
27. Neurogan: focus on product benefits and usage
Neurogan’s product page features an off-white background and muted colors to focus visitors’ attention on the product’s benefits and usage, with an FAQ section, introduction video, and customer reviews providing more data to visitors.
28. Samuel Hubbard: Minimal and well-constructed product pages
Samuel Hubbard’s product page is minimal and well-constructed with meticulous product images, color and size options, and sections like “You may also like” and customer reviews utilized to their full potential.
29. Vanity planet: Chic and professional product pages
Vanity Planet’s product page encapsulates the brand’s chic and professional essence with a calming color palette, compelling product description, transparent ingredient list, instruction video, bundle offer, and customer reviews to answer visitors’ questions precisely.
30. Hopps: professional and trustworthy product pages
Hopps’ product page contains all the information a feline lover requires, with:
Pastel purple background
Star ratings
Shipping information
Demo video
Customer reviews
Attached studies portion
To give visitors a thorough look at the product’s benefits.
31. Creative Market: informative and easy-to-navigate product pages
Creative Market’s product pages are informative and easy to navigate, with options to visit the shop, customer reviews, and upselling features and membership and loyalty programs as the leading stars of the page.
32. Chippin: Pops of color and comic-styled bubble texts
Chippin’s product page features occasional pops of color and comic-styled bubble texts to get visitors’ attention, with:
Benefits
Nutritional facts
Packaging information
Testimonials
Pictures
Of happy K9s scattered over the page.
What makes a great eCommerce product page?
High-quality product images
The number one challenge for users when shopping online is that they can’t touch the products, try them on, see them from every angle, etc. That’s why high-quality images are critically important for e-commerce product pages.
Clear, high-quality images that showcase the product from different angles enhance visual appeal, help potential customers visualize the item, and make informed purchasing decisions. Investing in professional product photography is worth every penny, as it gives your customers a sense of trust and confidence in your online store.
Compelling product descriptions
Well-written, persuasive, and detailed product descriptions that highlight the product's features, benefits, and unique selling points can do a lot of heavy lifting when it comes to influencing potential customers’ purchase decisions. Focus on the product's benefits and how it can improve your customer’s life. Use persuasive language and storytelling techniques to connect your audience emotionally.
A clear, prominent CTA
A visible, well-placed call-to-action (CTA), such as “Add to Bag” or “Buy Now,” prompts customers to take action quickly and easily. Consider using contrasting colors like Gymshark does in the example below, or even larger fonts to draw attention to the CTA. This will ensure that customers can purchase with just a few clicks.
Pricing and discounts
If you want to create a high-converting product page, don’t forget to display the product’s price and any discounts or special offers to entice potential buyers. Customers appreciate transparency when it comes to pricing. Offering limited-time promotions or bundle deals can create a sense of urgency and motivate them to purchase.
Customer reviews and testimonials
Customer testimonials and online reviews are invaluable for building trust and confidence in the product’s quality and reliability. So don’t forget to add reviews from satisfied customers to your product page.
Positive reviews act as social proof and reassure potential buyers that they make wise decisions. To get more social proof, you should encourage customers to leave reviews by offering incentives or rewards for their feedback.
Shipping information
Providing transparent shipping information is crucial. Prospective customers want to know when they can expect to receive their purchase and if there are any associated costs. You should clearly state the shipping costs on your product page (and on your eCommerce site, generally). You can also add delivery times to manage customer expectations and alleviate any concerns they may have about the shipping process.
Breadcrumbs
In digital marketing lingo, breadcrumbs are links that show users where they are on a website relative to the homepage. They aid with navigation and help visitors discover related content on your site. According to a study by Baymard Institute, eCommerce websites should have 2 types of breadcrumbs: hierarchy and history-based breadcrumbs.
Hierarchy-based breadcrumb
A hierarchy-based breadcrumb allows buyers to see their current location with respect to the other pages of your site. Without hierarchy breadcrumbs, it’s difficult for shoppers to browse a collection of products because there’s no way to go a step up in the hierarchy. It’s kind of like using your browser’s ‘Back’ button. Without it, you’re either stuck or you have to make a drastic jump to find what you’re looking for.
History-based breadcrumbs
Unlike the ‘Back’ button, which is history-based, hierarchy-based breadcrumbs don’t allow you to return to what you were just looking at a minute ago. That’s where a ‘Back to results’ link comes in handy. Keep in mind that shoppers can land on your eCommerce product pages in various ways. Sometimes, they’ll need to find other related products in the same category, and sometimes they’ll want to go back to a previous search result. That’s why it’s important to use both hierarchy- and history-based breadcrumbs on your product pages.
Product titles
It might not feel like much, but a catchy product title often delights customers and adds to a product’s perceived value. For SEO purposes, make sure each product's title tags are unique. To make each landing page unique, include the product name, brand, model, and item type in your titles.
Videos
Videos are an extremely powerful way to convince shoppers to purchase. With videos, it’s almost as if you’re shopping in person. Big brands like Etsy.com uses product videos to show what their products look like in motion. As the camera zooms in and out, buyers can get a better idea of a product's appearance in reality. You can also adopt this to make shoppers feel more comfortable with their decision.
360° views
Your shoppers may not be inside your physical store, but you can still give them a 360° view of your products. And it’s not as hard to do as you might think. Sites like Arqspin allow you to use the camera you already own to capture and create 360° product photography and upload the images to your site in minutes.
The benefits of 360° views in eCommerce go beyond offering a better user experience (UX). 360° views can improve a website’s ranking on search engines. Customers are more likely to spend time exploring the interactive model, leading to increased engagement on the website. This increased engagement signals to search engines that the website provides valuable content, resulting in higher rankings on platforms like Google.
Trust and security seals
Displaying trust badges, secure payment icons, and SSL certificates on the product page reassures customers that their transactions and data are safe. These additional details instill confidence in customers and encourage them to get to that checkout page.
Live chat
Many buyers prefer to have all their questions answered before they decide to buy from you. You can add a detailed product description or include a frequently asked questions (FAQs) section to answer their queries. But what if they have more questions? Offering live chat on your site is the best solution.
Research from Hiver shows that 63% of buyers are likelier to purchase from websites offering live chat support. Millennials prefer live chat over every other support channel, like email, phone, or social media. If you can’t answer your buyers’ questions in real time, they might leave your site without buying anything. To prevent this, use a live chat option on your online store so that prospective customers can get their concerns answered immediately.
‘Add to Cart’ or ‘Buy Now’ button
If your ‘Add to Cart’ or ‘Buy Now’ button doesn’t stand out, people will not click on it.
Make sure the color of your call to action (CTA) button stands out from the rest of your page. Also, ensure that your product page design is free of unnecessary clutter that can distract your potential buyers. This is especially important when you’re creating product pages for customers who shop on mobile devices.
12. Add to wishlist
Some shoppers will not be ready to buy from your site when they land on your product page. But if you give them a way to save their item for later, you’ll have a much better chance to improve your product page conversion rather than losing business to a competitor. Offering the wishlist option is a great way to do that. With wishlists, customers can add their favorite items and return to buy them later.
This works due to a psychological phenomenon called the Zeigarnik effect. The Zeigarnik effect is the idea that people tend to finish tasks they’ve left unfinished. So when customers add specific items to their wishlists or shopping carts, the Zeigarnik effect persists in the back of their heads until they finish the checkout.
13. Return and refund policy
Communicate your return and refund policy to alleviate customer concerns. A transparent, customer-friendly policy can build trust and confidence, making customers more likely to purchase.
14. Up-sells
This last section of your product page is also a good place to upsell higher-end products related to the item. Product Upsell allows you to create and display relevant upsell offers and add-on products based on shopping cart content, total cart value, past purchases, or a combination. You might have seen this on flight booking websites where the sites try to upsell you add-on services like seats with extra legroom, airport taxi pick-up, or in-flight meals.
16. Related products and cross-selling
You can encourage customers to explore additional products and make multiple purchases by suggesting products or cross-selling related items. This will help to increase your average order value.
Why is the product page structure important?
Imagine walking into a store and being unable to touch, see, or try out a product. That’s the challenge your online shoppers face. Your product page must bridge that gap by delivering all the juicy details. From captivating descriptions to high-quality images, this is your chance to make your product feel real and trustworthy. And trust? It’s your golden ticket to closing the sale.
Building buyer confidence through design
Can you imagine buying something online when the page looks messy? Neither can your customers. A well-crafted product page isn’t just about pretty pictures. It’s about creating a seamless experience that fosters trust.
Salsify says a solid product page is key to driving audience trust. It lets your customers research and buy with confidence. Keep them on the page, keep them engaged, and guide them smoothly through the buying process. A poor design? That’s a fast track to cart abandonment.
The power of details: Why every pixel matters
Your product page is more than a landing spot. It’s the core of your online sales funnel. A Google survey found that 85% of shoppers rely heavily on product details and images to make buying decisions. If your pages lack clarity or depth, shoppers will bounce. But if you give them the information they crave and make it look good, you’ll turn browsers into happy buyers.
Instant: Your customizable Shopify product page builder
Start building your personalized experience with Instant, a user-friendly Shopify product page builder. Its intuitive drag-and-drop interface makes designing and publishing high-converting:
Landing pages
Blog posts
Product pages
Sections
With seamless integration with Figma and other eCommerce tools, Instant is a versatile choice for enhancing online store performance and increasing conversions. Try Instant's Shopify product page builder today!
How to optimize an eCommerce product page?
Understanding the sales cycle is essential for optimizing your product pages. Prospects will arrive via various traffic sources such as:
Marketing campaigns
Organic SEO
Promotional emails
Tools like SE Ranking and MailChimp help track these activities. Once on your site, customers navigate from browsing to checkout, applying codes and offers, and finally completing the purchase. With this knowledge, ensure products are easy to find and payments are quick, while offering complementary items as upsells or cross-sells.
Craft benefit-oriented product descriptions
Unique, engaging product descriptions are crucial for Google rankings and attracting visitors. Your products may resemble competitors', so writing informative descriptions sets you apart. If you need more time or expertise, consider hiring a pro. Once you have your content, refine it using customer feedback. This step is all about presenting your products attractively, using customers’ language.
Leverage user-generated content
User-generated content (UGC) like social media posts, emails, or reviews builds trust. Encourage customers to leave reviews and implement a rating system. Showcase customer stories and create galleries of user-submitted images. Experiment with different types of UGC to find what works best for your product page.
Prioritize user-focused optimization
Beyond SEO, user experience can make or break your product page. Slow loading speeds, complex navigation, insufficient information, lack of mobile optimization, and intrusive ads can frustrate users. Conduct a UX/UI audit to uncover and address potential issues, improving the chances of customers finding what they need and completing a purchase.
Maintain product page consistency
Consistency across your product pages creates a comfortable, familiar experience for customers. When pages look the same, customers can navigate easily and feel confident returning for future purchases. Consistency also helps increase conversion rates and keeps customers engaged longer.
Showcase various product images
Display multiple angles of your products to help customers understand what they’re buying. This builds trust and reduces the likelihood of returns due to disappointment.
Optimize for SEO success
To rank in search results, your product pages must incorporate relevant keywords. Use a keyword research tool to identify target keywords and long-tail phrases. Insert them into the page’s URL, title tags, meta description, product name, and product description. Optimize other elements, such as page headings, image filenames, alt tags, and customer reviews. Use schema markup to provide search engines with product metadata.
Optimize your Shopify store for conversions without breaking the bank with Instant's Shopify product page builder
Instant is your secret weapon for crafting the perfect Shopify product page. Imagine building an online store without writing a single line of code. Instant offers an intuitive drag-and-drop interface that lets you quickly design and publish high-converting:
Landing pages
Blog posts
Product pages
You control your store’s look and feel, and you can add custom options on Shopify as needed.
Seamless integration with design tools
Could you pull your Figma designs straight into Shopify? With Instant, you can. This tool integrates seamlessly with Figma and other eCommerce platforms, making enhancing your store’s performance more accessible than ever. You’ll save time and effort while creating a cohesive brand experience across all your online channels.
Boosting conversions with customization
A well-designed product page is crucial for increasing conversions. Instant’s fully customizable pages allow you to highlight the features and benefits of your products in a way that resonates with your audience. By tailoring your content and design to meet your customers' needs, you can create a more engaging shopping experience that drives sales.
No coding required
Not everyone is a coding expert, and that’s okay. Instant’s user-friendly interface makes it easy for anyone to create beautiful, functional Shopify pages without technical knowledge. Whether you’re a seasoned eCom professional or just getting started, Instant is a versatile choice for improving your store’s design and performance.
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