Picture this: It’s late at night, and you’re scouring the web for a solution to a problem that’s been nagging you all week. You’re tired, slouched with your head in your hands, fighting off sleep. Just as you’re about to give up, a promising search result appears. With bated breath, you click and…
Nothing happens. After an eternity, a white screen with walls of text and a tiny, pixelated product image begins to render. It feels like the age of dial-up. There’s no price info, no customer reviews, and multiple phone numbers urging you to call. No working links in sight, and the only social proof is an animation of a cat saying the product is “Purrrrfect!” It’s clear: you’ve found a website graveyard.
Don’t let this nightmare be your store! The best user experiences come from engaging, regularly updated websites. Whether you’re starting out or updating your ecommerce store, our ecommerce developers are here to help!
This article covers the essential criteria for product pages and design choices to avoid. We’ve also compiled a list of our favorite product pages with pros and cons to inspire your next project!
Building the Perfect Product Page
Your product page’s purpose is to sell your product and meet visitor expectations. With the average person in the US spending nearly seven hours and fifty minutes per day, visitors will scrutinize their experience like a sommelier critiques wine. They can easily distinguish between a good and bad website experience.
Your product page should meet visitor expectations, offer a seamless user experience, and include unique elements to keep them coming back.
Meeting user expectations can be challenging if you’re unsure what they want. That’s why we’ve created a guide with best and worst practices for designing your product page to engage users and boost your conversion rate.
Best Practices for Ecommerce Product Page Design
We’ve compiled a list of essential features and concepts to create brilliant product pages and enhance your visitors’ experience when used tastefully.
- Clean URL
- Captivating name
- Straightforward pricing
- Attractive Call to Actions
- Item availability
- Distinct product options
- Quality product pictures including multiple camera angles, situations, and models
- Comparison to similar products
- “Favorites/wishlist” button
- FAQ section
- Zoom functionality
- Augmented reality
- 360° view
- Vivid product descriptions
- Live chat feature
- A mixture of product and lifestyle media for story narration
- Responsive design
- Relevant “related products” section
- Ability to increase the quantity of product
- Size/fit guide (if applicable)
- Seamless navigation
- Intuitive filter options
- Sticky “Back to Top” button
- Highly accessible to differently-abled users
- Upfront shipping and return policies
- Sticky “Add to Cart” or “Buy Now” buttons
- Social proof
- Extended details (materials, technical specs, dimensions, weight, special features, etc.
- No redundancy
- A spacious and interesting font
- Quick load times
- Dark mode friendly
Beware of feature creep, where too many unnecessary features harm the user experience. For instance, augmented reality might not help a toothpick company but would benefit a furniture seller. Evaluate which features enhance your product without overcrowding your page.
What to Avoid When Designing Product Pages
When implementing good practices, avoid distracting ones. These range from confusing users with hyperlink blue for normal text to more malicious actions like sneaking unwanted items into a cart.
- Too many colors
- Convoluted price
- Inconsistent design
- Bait and switch tactics
- Hidden fees
- Too long/too short or copied description
- Inconsistent product names
- False guarantees
- Recommend non-relevant products
- Burying call to actions
- Small & poor quality images, videos, gifs
- Negative reviews
- Reoccuring pop-ups
- Confirmshaming
- Sneaking items into customer’s cart
- Unclear navigation
- Compact font
- Busy negative space
- No FAQ
- No social proof
Top 10 Product Page Layouts
1. Groove Life
What We Liked
- Easy solution to find out your ring size.
- Great social pressure (Instragram feed, reviews)
- Description is easily digestable.
What We Didn’t Like
- Could use a sticky “Buy Now” button on desktop
- Doesn’t use any upsell techniques
- An uneven design
2. FIGS
What We Liked
- Relaxing color scheme for the page
- Lots of color options for each product
- Including products to complete a set
What We Didn’t Like
- More information could be found if viewers scrolled
- Hidden taxes and shipping fees
- Reviews don’t provide much information
3. Decked
What We Liked
- Good sense of community among buyers with great social proof
- Typography fits the brand’s voice with icons to match
- Images enhance the overall look
What We Didn’t Like
- Large white space by the FAQ
- Contact info is harder to find
- Lacks any sticky header, “Buy Now” button, or way to jump to the top
4. Nanoleaf
What We Liked
- Awesome scroll animation above the fold
- Excellent story building through images
- Including graphics into the template
What We Didn’t Like
- Only one video – would be nice if it played automatically
- Logo design was really small and hard to notice
- No price listed until it’s in their cart
5. Bang & Olufsen
What We Liked
- Social proof from experts
- Short and to the point paragraphs
- Awesome photos and videos of their product
What We Didn’t Like
- Too much white space with small font makes it seem like there isn’t enough information
- No “on-page” FAQ
- No customer reviews
6. SodaStream
What We Liked
- Images show exactly what you’ll be purchasing and how it works
- “Other Sparkling Water Makers” section
- Inclusion of videos was a great choice
What We Didn’t Like
- Excessive white space
- Reasoning why customers should buy their product isn’t easily noticed
- Price is listed in smaller font making it hard to notice
7. Holstee
What We Liked
- Blueish green accent used on buttons
- Bullet points highlighting reasons customers love this product
- Includes products that pair well with this one
What We Didn’t Like
- Customer review section could look more professional
- Font could be more interesting
- Accent color doesn’t continue past the beginning of the page
8. Hiya Health
What We Liked
- Background color seems to match their product package
- Cute but professional graphics
- Showing that their price changes depending on how many kids
What We Didn’t Like
- Two areas of customer reviews
- Colors sometimes get overwhelming
- Occasionally there was wasted white space
9. UgMonk
What We Liked
- Involving many gifs, creates a unique look
- The overall look creates a feel of old-time journalism
- The creative card look for their customer reviews
What We Didn’t Like
- White space could be utilized better
- Though the vibe of the site matched their company, we didn’t like how sometimes accent colors were blue, sometimes green and sometimes yellow because the accents don’t create a harmony with each other
- We do think that images could have been placed in a more pleasing layout such as an alternating design
10. Love Wellness
What We Liked
- Logo design was unique and professional
- Accent colors brought attention to sales and other things
- Allowing purchase by month or just one time
What We Didn’t Like
- Content sometimes feels squished
- Buttons aren’t the same size
- Could use a more interesting font
Final Thoughts on Product Page Design Examples
After reviewing our favorite product page examples, you should now see what makes a good user experience. Apply these qualities to any ecommerce platform, like WooCommerce or Shopify. Remember, there’s no perfect product page, so don’t waste time searching for one. Instead, focus on respecting your visitor’s time and internet expertise to exceed their expectations.