A complete guide on how to design product page & optimize for conversion

When you’re building your Shopify store design , the design of your product pages can make or break your sales. These pages are where potential customers decide whether to buy, so they need to be compelling and easy to navigate. A well-designed product page can showcase your products in the best light and boost conversion rates. In this article, we’ll explore how to design product pages that are both beautiful and effective, optimizing them to turn visitors into buyers.

With a Shopify product page builder like Instant, you can easily create pages tailored to your brand and customers’ needs. This tool can help you design visually appealing and highly functional pages, leading to more sales for your store.

Table of Content

• What is a product page?

• Why is product page design important?

• What should be on a product page?

• How to design a product page

• Eight best practices & tips on how to design a product page

• Product page optimization: A quick guide

• Nine best examples of the best product pages

• Optimize your Shopify store for conversions without breaking the bank with Instant's Shopify product page builder

  
  

  
  

What is a product page?

A product page, or product detail page (PDP), is a crucial part of your Shopify store. It’s where you showcase your products in the best light and display essential information about each item, like features, price, and availability. 

Keep the details straightforward and accessible for everyone. If visitors land here and don’t find what they need, they’ll leave. They need to understand your offer quickly. Typically, a product page includes one or two calls to action (CTA), such as “Add to Cart” or “Checkout.” You might also see CTAs for upselling or cross-selling.

The primary function of a product page

At its core, a product page aims to encourage a purchase. But it’s more than just that. It needs to explain:

• What the product is

• How it looks

• How it works

• How much it costs

The page must also build trust. First-time buyers are taking a risk, so address their doubts and concerns. 

Create a compelling experience with engaging media and copy. Make the product feel real to the customer. Keep the page intuitive. You want to achieve all these goals without overwhelming the user with too much information.

Why is product page design important?

A killer product page is where your product meets your customer, often for the first time. Think of it as your product's handshake. Online shoppers can't touch or try your product, so this page needs to do the heavy lifting. 

You need to present details like product descriptions, images, features, and benefits to make the customer feel like they're in the store. A poorly designed page? That's a missed sale.

Are product details and images game-changers?

According to Google, 85% of shoppers say product details and images are deal-breakers. Customers who can't see or touch your product rely on these elements to decide. Give them quality photos and thorough descriptions to help them visualize the product like they would in person.

How does a good product page build trust?

Trust is huge in eCommerce. A well-crafted product page not only informs but also builds confidence. According to Salsify, it's the primary driver of trust for shoppers. The more transparent and detailed you are, the more likely customers will stick around and purchase.

Why is a product page central to the sales funnel?

Your product page is more than a display; it's a pivotal part of buying. Research shows that 42% of customers will research products on a retail site, and 35% will buy there. If your product page needs improvement, you're losing potential sales. A streamlined, informative, and visually appealing product page can convert curious visitors into happy customers.

Instant's product page builder

Ready to take your Shopify store to the next level? Instant is a user-friendly Shopify product page builder that helps you create fully customizable pages without coding. 

With its drag-and-drop interface, Instant's Shopify product page builder allows you to design high-converting pages while maintaining complete control over your store's design. Try Instant's product page builder today!

What should be on a product page?

Grab attention with a compelling product title

The product title is your first impression, so make it count. It must be clear and descriptive, telling shoppers exactly what they’re looking at. Think of it as the product’s elevator pitch. Include specifics like:

• Size

• Color

• Mode

In the title make it searchable and user-friendly.

Craft an engaging product description

Your product description should be more than just a list of features. It’s your chance to paint a picture of how the product solves a problem or enhances the customer’s life. 

Use storytelling to make it relatable and compelling. Keep it concise but informative. Instead of saying “waterproof jacket,” describe how it keeps you dry on rainy commutes or weekend hikes.

Include important product details

Shoppers need detailed specs to make informed decisions. Provide easy access to information like:

• Dimensions

• Weight

• Materials

• Compatibility and more

This includes sizes and fabric care instructions for clothes. For electronics, list technical specs like voltage or connectivity.

Use high-quality product images

Images are critical since customers can’t physically interact with the product. Provide multiple high-res images from different angles. Include a zoom feature for detail, lifestyle images showing the product in use, and variant options like colors or sizes. Videos or 360-degree views are even better.

Show clear pricing information

Pricing should be front and center. Make sure it’s easy to understand. If there are discounts or promotions, highlight them. For products with variations, clarify how pricing changes with different options.

Make the call to action (CTA) stand out

The “Add to Cart” or “Buy Now” button should be impossible to miss. Use color, size, or placement to make it pop. Add prompts like “Free Shipping” or “Limited Stock” to encourage action.

Provide shipping information

Customers want to know how long it will take to receive their product and how much shipping will cost. Provide estimated delivery dates, shipping options, and any information on free shipping thresholds or expedited options.

Offer a clear return policy

A clear return policy is essential. Buyers are more likely to purchase when they know they can return the product if it doesn’t meet their expectations. Make this info easily accessible as a link or a quick reference on the product page.

Highlight product reviews and ratings

Social proof is a powerful motivator. Display customer reviews and product ratings prominently. Include both positive and negative reviews to build trust. Highlight key reviews that speak to quality, usability, or specific benefits.

Address concerns with FAQs

An FAQ section can address common questions or concerns, helping reduce hesitation and the likelihood of returns. Cover topics like sizing, compatibility, installation, or usage.

Promote related products and upselling

Suggest related products or items that other customers bought to encourage additional purchases. This helps keep customers on your site even if the current product isn’t a fit.

Boost confidence with trust signals

Trust signals like security badges, guarantee seals, or awards can reassure buyers. If your product is endorsed by celebrities, experts, or trusted reviewers, mention that too.

Provide live chat or customer support

Live chat lets customers ask questions in real-time, helping them make quicker decisions. If live chat isn’t available, provide easy access to customer support through email or phone.

Indicate stock availability

Clearly show whether a product is in, low, or out of stock. Use prompts like “Only three left!” to create urgency and encourage conversions.

Add social sharing buttons

Allow customers to share products on social media. This generates organic buzz and attracts new potential buyers. Keep sharing buttons discreet but accessible.

Offer customization options (if applicable)

If your product can be customized, make it easy for customers to select their preferences. Ensure customization tools are intuitive and visually clear.

How to design a product page

Inspiration sparks innovation

Start by exploring what others are doing in your niche. Identify product pages that captivate you as a consumer. What elements do they excel at? What do you think needs improvement? By analyzing these pages, you can uncover brilliant ideas that can be adapted and enhanced for your Shopify store.

Intuitive layout design

When crafting your product page, aim for simplicity and clarity. Less text can overwhelm visitors, causing them to abandon the page. Present concise information that’s easy to digest. Remember, users typically scan pages instead of reading every word. 

Keep your design consistent with your brand by using the same:

• Logos

• Colors

• Fonts

• Image

• Styles

Across all pages. Place critical information above the fold to capture attention and encourage scrolling. Ensure your site loads quickly on all devices; ideally, this should be under 2 seconds.

The power of templates

Creating a template from your first product page can save you time as you expand. Once you have a template, it’s easy to duplicate it for new products. Simply swap out titles, descriptions, and images as needed. This approach streamlines the process, allowing you to maintain a cohesive look across your store.

Test and adapt 

You may not get your product page perfect on the first try. Test different layouts to see what resonates with your audience. Analyze the data to determine what works and what doesn’t. Keep refining your approach until you have a high-converting page that engages your audience

Instant's product page builder

Ready to take your Shopify store to the next level? Instant is a user-friendly Shopify product page builder that helps you create fully customizable pages without coding. 

With its drag-and-drop interface, Instant's Shopify product page builder allows you to design high-converting pages while maintaining complete control over your store's design. Try Instant's product page builder today!

Eight best practices & tips on how to design a product page

Captivating product descriptions: Your silent salesperson

Craft your product descriptions as if they’re your best salesperson. Avoid generic lines and, instead, paint a picture. Instead of “a pink, matte liquid lipstick,” try “This liquid lipstick is the perfect pop of color that will stay on from morning to night. Its matte formula is so light you’ll forget you’re even wearing it.” Highlight the benefits, solve their problems, and make it unique. Make them feel like they need your product, not just want it.

Details matter: Don’t leave customers guessing

Give your shoppers the specifics. They can’t touch or feel your product, so you must be their eyes and hands. Include:

• Dimensions

• Compatibility

• Fabric

• Care instructions and more

If they’re buying clothing, they need to know the size, material, fit, and care. The more information you provide, the less likely they will return it. It’s all about building that trust and ensuring they know what they’re getting.

Visual storytelling: Show, don’t just tell

Your photos and videos are your first impression, so make them count. Capture all angles, show the product in action, and enhance the setting. Whether through a 360-degree video or a photo gallery, ensure shoppers get a complete view of the product. 

Show your product in its natural setting or use. This helps customers visualize how the product fits into their lives. Invest time and effort in creating professional, appealing images and videos.

SEO magic: Get your products seen

SEO is essential for driving traffic to your product page. The key is optimizing your product descriptions and page layout for people first while making them readable for search engines. 

Use relevant long-tail keywords that accurately describe the product and match the intent of shoppers ready to buy. Optimize the title, description, and image alt text. By optimizing your product page for SEO, you increase your chances of ranking higher in search results, driving more traffic and ultimately boosting sales.

Smooth navigation: Keep them browsing

Make it easy for customers to navigate your site. Use breadcrumb navigation and related product suggestions to keep them engaged. If a customer is looking at a specific product but doesn’t like it, offer related options or make it easy to jump back to broader categories. 

This keeps the shopper browsing longer and increases the likelihood of finding something they want to buy. Clear, organized navigation menus and clickable breadcrumb paths make it simple for visitors to explore all your product offerings without frustration.

Build trust with reviews: Let them speak for you

Product reviews play a massive role in building trust with your customers. Display reviews directly on your product pages to reduce hesitation and give your product more credibility. 

Encourage reviews and respond to both good and bad ones. A product consistently receiving good reviews is more likely to convert potential buyers.

Live chat: Be there for them

Offer immediate customer support with a live chat feature. Customers can get answers in real-time without leaving the page if they have a question or concern. A live chat option, whether human or chatbot, can provide useful product recommendations, guide customers through buying, and offer information about shipping or returns. This is particularly helpful for first-time visitors who need more confidence before purchasing.

Price comparisons: Help them decide

Including price comparisons on your product pages can help customers evaluate your products against similar offerings. This is particularly effective when you highlight your competitive pricing compared to third-party providers. 

You can also recommend other items in your inventory that fall within the same price range or category. Offering price comparisons within your store encourages customers to browse your site longer, increasing the likelihood of a purchase.

Product page optimization: A quick guide

Understanding the sales cycle is the first step in optimizing product pages. Visitors arrive from marketing efforts, search engine results, or conversion-focused emails. Tools like SE Ranking and MailChimp help you track these sources. 

After selecting products, users head to the cart for review, check out for offers, and finally to the payment page. Streamline this journey. Make products easy to find, and offer upsells. Ensure quick payments to keep customers from straying to competitors. 

Crafting Winning Product Descriptions

Your product descriptions should be unique and benefit-oriented. They’re crucial for both Google rankings and engaging visitors. You’re probably selling similar products as your competitors, so stand out by writing informative descriptions. 

If you need more time or expertise, consider hiring a pro. Once you’ve nailed the basics, enhance your content with a value-added copy using customer feedback. Speak their language to showcase benefits, not just features.

Leverage User-Generated Content

User-generated content (UGC) can be your secret weapon. This includes social media posts, feedback emails, and customer reviews. Encourage reviews to build trust and address negative feedback to show commitment to satisfaction. Implement product ratings and showcase customer stories and curated galleries featuring user-submitted images. Experiment with different types of UGC to find what works best for your product pages.

Prioritize User Experience

While SEO is crucial, don’t forget the user experience. Slow loading speeds, complex navigation, insufficient information, and lack of mobile optimization can derail sales. 

Distracting ads are also a turn-off. Conduct a UX/UI audit to uncover potential issues. Address them to improve the chances of customers finding what they need and completing a purchase.

Maintain Product Page Consistency

Keep your product pages consistent. A uniform look and feel ensure customers feel comfortable navigating your site. Consistency also helps returning customers find what they need quickly. This familiarity boosts conversion rates and keeps customers on your product pages longer.

Showcase Various Product Images

Multiple product images help potential customers see different sides of an item. This builds trust and reduces the chances of returns due to disappointment. Showcasing various angles lets people know exactly what they’re getting before they hit “buy now.”

Nine best examples of the best product pages

1. Lull’s strategic social proof and comparisons

Lull’s product pages, crafted with Instant, kick off with robust messaging in the hero section, accentuated by a highlighted review. This clever use of social proof reassures potential buyers. The page then provides a comparison chart, making it easy to see how Lull stacks up against major competitors. This is perfect for shoppers who are weighing their options. 

Lull presents its top products with key details and a clear discount offer to nudge them towards purchasing. A section filled with reviews boosts credibility, featuring written feedback, star ratings, and a review guarantee. Customer-generated content showcases real users enjoying Lull’s products.

2. Oreo’s playful imagination unleashed

Oreo, a household name, brilliantly uses its product page to celebrate creativity and playfulness. The page has videos highlighting how these classic cookies can inspire imagination and joy. One video even features the catchy lyrics, “It’s so easy to let your imagination go when you play with Oreo.” 

This creative approach transforms a seemingly ordinary snack into something magical. Despite the cookies' monochrome nature, the page is vibrant with colorful videos, backgrounds, and graphics.

3. Aqualung’s trust-building approach

Aqualung’s product pages for diving gear are excellent examples of effective structure. Before showcasing the product, the page greets visitors with an ocean of trust signals: free returns, free delivery, warranties, and industry expertise. This helps calm any potential concerns. The page also features the wetsuit from various angles and, in action, visually answering potential questions. 

Aqualung details specifications and offers insights into materials and care tips, appealing to all diving enthusiasts. Related products are suggested to encourage upselling and completing diving kits.

4. Master & dynamic’s luxurious mystery

Master & Dynamic’s product pages are like immersive experiences. The detailed design, innovative features, and usage instructions unfold as you scroll. 

The page exudes luxury with each interaction, offering close-ups of the headphones and hinting at their sophisticated sound. But it leaves one question unanswered: What do they sound like? This mystery entices users to explore, keeping them engaged with the brand.

5. Saturnbird’s elegant simplicity

Saturnbird’s product page design stands out for its simplicity and elegance. At first glance, you see the product, black writing, and a clickable button. You’re treated to infographics, animations, and photos as you scroll. 

A standout feature is an elegant GIF explaining how to make an iced coffee with their product. Below that, you’ll find step-by-step instructions for easy reference. Saturnbird excels at presenting specific product information without looking cluttered, using visually appealing infographics instead of long prose.

6. Studio Neat’s guided journey

Studio Neat’s long-form product pages are designed to guide customers through the purchasing process. You’re greeted by a film that provides more information about the brand and its items. As you scroll, you’ll see social proof and important reasons to buy the highlighted product. 

The descriptions are catchy and combined with appropriate visuals to make consumers feel they already have the product. Studio Neat’s pages are completed with lifestyle pictures representing the company’s brand and highlighting the product in various ways.

7. Nodiee’s informed ordering

Nodiee’s product page is dedicated to providing customers with all the information they need to place an order. If you already have your credit cards, you can place your order immediately. Nodiee also offers a quantity discount: 

• Purchase two and get $20 off

• Purchase three and get $40 off

The dropdown menu contains all the product information, including features and what’s in the box. This approach ensures that if you’re on the fence, you’ll have all the knowledge you need to decide.

8. Daily harvest’s digestible superfoods

Daily Harvest develops superfoods in smoothies, soups, and more and delivers them to your doorstep. What makes these foods’ product pages so outstanding? They show you exactly what makes these foods so super in a clear and digestible format, no pun intended. 

Check out one of Daily Harvest’s smoothie product pages. Not only can you see what the smoothie looks like, but hovering over the lefthand preview icon below the main image shows you the foods used to create this drink. Scroll down, and you’ll see each ingredient and a simple description.

9. Minwax’s helpful product finder

Minwax makes products to help people care for wood furnishings and surfaces. Riveting, right? However, the brand has managed to create a product page that’s not only relevant but also helps users quickly and easily find what they’re looking for. That’s partly thanks to the Minwax Product Finder module. 

It functions like a quiz, asking multiple-choice questions like “What kind of project is it?” and “What are you looking to do?” Once you answer the questions, the quiz generates recommended products, including a handy “Don’t Forget” list with the tools needed to get the job done, such as safety glasses, gloves, and sandpaper. Helpful tips like this go above and beyond a normal eCommerce product page.

Optimize your Shopify store for conversions without breaking the bank with Instant's Shopify product page builder

Imagine having a tool that lets you shape your Shopify store’s product pages without needing a developer. Instant is a game-changer for eCommerce teams and agencies. With its intuitive drag-and-drop interface, Instant makes it simple to design and publish:

• High-converting landing pages

• Blog posts

• Custom Shopify themes 

You control your store’s look and feel without touching code. It’s a powerful way to boost conversions and improve the customer experience.

Integration with Figma and more

Could you bring your Figma designs directly into your Shopify store? Instant makes that wish come true. It integrates seamlessly with Figma, allowing you to import your designs without losing any detail. 

This means you can easily plan your pages in Figma and then bring them to life in Shopify. Instant also plays nice with other eCommerce tools, giving you the flexibility to use your favorite tools and workflows.

Empowering non-technical teams

Instant isn’t just for developers. It’s designed for everyone on your eCommerce team. The drag-and-drop interface makes it easy for anyone to create and customize pages. 

This empowers your team to be more flexible and responsive, allowing you to make changes and updates without waiting on a developer. It’s a win-win for everyone involved.