13 of the Best Product Page Examples We’ve Seen (and Why They Work)

Does this sound acquainted? You’re attracting a good quantity of visitors to your e-commerce web site however solely a handful of your guests turn into clients.

If the reply is sure, you’re not alone.

On common, only 2.42% of e-commerce web site visits convert into purchases.

And in lots of circumstances, poorly designed product pages are responsible.

An under-optimized product page will price your on-line retailer numerous potential income.

Optimizing your product pages with greatest practices will give your guests the ultimate push to take motion and transfer them down your sales funnel.

Good e-commerce manufacturers implement not less than one CRO approach on their product pages. They use customer testimonials, set off guests’ fear-of-missing-out, make product recommendations, and so forth.

Distinctive e-commerce manufacturers mix these strategies and add one thing extra to them.

Listed below are 13 of the very best e-commerce product web page examples we’ve seen and why they work so nicely.

13. Nordstrom

1. Lush: Educate Your Guests with Content material

There’s one factor it’s best to at all times take note when optimizing your product element pages: all the pieces you do must be according to your value proposition.

Earlier than beginning, ask your self what worth you wish to convey to your web site guests. Is it your quick delivery choice, bulletproof satisfaction guarantee, broad product vary, pure substances, or one thing else?

Realizing this nicely, Lush builds their product pages round their nature-conscious merchandise and recent substances.

That’s why they add an in depth checklist of substances underneath their product descriptions:

The corporate each informs and educates web site guests about their merchandise.

And the training goes additional with their content material.

Whenever you scroll down the web page, you’ll see a “Associated Article” part:

On this instance, the corporate explains transparently how and why they modified their product formulation and educate the readers about their substances.

To additional help their place as a aware model, they use badges and certifications, which resonate with their buyer persona:

Lastly, Lush goes past traditional product movies and greet guests with a featured video displaying the product in motion:

This manner, the product turns into extra concrete and easy-to-understand for his or her guests.

Takeaways

• Maintain your product pages according to your worth proposition.
• Write detailed and useful product descriptions.
• Educate your guests with content material and hyperlink to related content material on product pages.
• Use featured movies to indicate how you can use your merchandise.

2. Allbirds: Accumulate Heat Leads on Product Pages

All of us need what we are able to’t have.

A product all of the sudden turns into extra enticing when it’s now not accessible. And the scarcity of an merchandise makes it extra fascinating.

That’s why Allbirds differentiates between their classics and restricted version objects and highlights the shortage of the latter:

To assist web site guests higher perceive their merchandise, the corporate affords a dimension chart that opens on the identical web page. This manner, they forestall the chance of shedding the customer on a brand new tab.

Allbirds removes the boundaries to buy by providing multiple cost choice on their web site. And guests can see these choices earlier than going to the checkout page.

Along with displaying the product from a number of angles, the corporate additionally makes use of a mannequin video to indicate how the sneakers appear and feel if you stroll in them:

Scrolling additional down the web page, you see a piece devoted to user-generated content material that reveals the merchandise in actual life:

Lastly, Allbirds makes use of out-of-stock notifications to develop their email list with heat leads:

Along with notifying you when the merchandise is back in stock, in addition they ask for those who’d like to hitch their electronic mail checklist. But, they do it with a value-driven copy (“Let me learn about new merchandise, colours too.”) and a pre-selected checkbox.

This manner, the corporate collects extremely leads that they will goal with personalised electronic mail campaigns.

Takeaways

• If you happen to’re promoting merchandise limited by time or inventory, make them stand out in your product pages.
• Provide charts and guides that open on the identical web page.
• Take into account including a number of cost choices to your e-commerce web site.
• Use a video editor to create product promos and brief advert movies to focus on the merchandise in motion.
• Curate user-generated content material with a third-party app, comparable to Olapic or Curalate.
• Implement out-of-stock alerts and ask customers for permission so as to add them to your electronic mail checklist.

3. Away: Clarify Product Choices in Element

How do you perceive if a product is price trying out?

If you happen to’re like most of us, you have a look at the evaluations it has. 

According to one survey, 91% of customers belief evaluations as a lot as suggestions from private contacts.

Away is aware of the significance of product evaluations. That’s why the common product ranking and the variety of evaluations is the very first thing you see if you go to one in all their product pages:

Once they provide two completely different product choices (ejectable or with out battery), they make clear what these phrases imply to the reader.

Clicking the hyperlink “Which one ought to I get?” opens a slide-in textual content and you’ll resolve which choice is greatest for you:

Away additionally hides their “Options and particulars” and “Our return coverage” sections by default to keep away from taking over an excessive amount of area. If you happen to’re keen on discovering out extra, you may merely click on the plus button and examine it.

Lastly, they provide a personalization choice earlier than you add the product to your cart.

Personalization is an effective way to upsell prospects in your product pages and enhance your average order value.

The corporate additionally cross-sells in two alternative ways:

1. By way of the “Add checked baggage” part above the Add to Cart button; and
2. Providing complementary merchandise with compelling copy:

Away doesn’t solely provide a Opinions part on the finish of their product pages. In addition they enable guests to ask product-related questions and show their solutions in that part.

This manner, they take away the guests’ doubts and assist them make higher buying selections.

Takeaways 

• Show product rankings underneath product headlines.
• If you happen to’re providing completely different product choices, clarify them clearly.
• Strive hiding longer items of data to avoid wasting up area.
• Take into account providing a personalization choice in your merchandise.
• Suggest merchandise that actually complement the unique merchandise.
• Enable guests to ask questions on product pages and reply them as quickly as potential.

4. Ban.do: Add Persuasion Triggers to Product Photos

When a product is standard or trending, we predict that it’s for a great purpose.

Bestsellers achieve legitimacy as a result of they’ve the approval of previous clients.

That’s precisely what Ban.do tries to focus on on their product pages:

They use the bestseller tag on each product listing and element pages to mix social proof with the worry of lacking out (FOMO).

Just like Allbirds, the corporate affords extra cost choices however with a distinct strategy. 

Utilizing a third-party service referred to as Afterpay, they permit clients to pay in installments. This permits guests to make simpler buy selections and assist them convert into clients.

They write product descriptions with a pleasant and private tone which is according to their model voice.

The corporate additionally cross-sells with a refined tone that reads “Goes Properly With”:

And what’s higher is, they provide free add-ons whether or not or not you bought the product.

If you happen to want extra pages in your planner, you may obtain and print them free of charge. This manner, you by no means need to assume for those who’ll run out of pages as a result of Ban.do removes that impediment for you.

Lastly, the corporate makes use of the authority of specialists and user-generated content material to create social proof:

First, they borrow authority from a number of specialists who contributed to the design of this product. Then, they show completely happy clients who use the product to create additional social proof.

Takeaways 

• Use “bestseller,” “trending,” or “promoting quick” tags on product pages to create social proof and a way of urgency.
• Take into account implementing a third-party software to permit clients to pay in installments.
• Write product descriptions that align along with your model’s voice.
• Use a refined tone to cross-sell with out being salesy.
• Provide free additions or refills that complement the product.
• Present the faces of your staff and spotlight their experience inside the area.

5. Brooklinen: Scale back Cart Abandonment with Messenger

As I wrote earlier than, high e-commerce manufacturers follow best practices AND add one thing further.

Check out this product web page by Brooklinen:

Just like many different examples above, they show product rankings and the variety of evaluations. 

Since they provide completely different weight choices, they enable you to select the very best one with out you having to depart the web page.

Now that you simply’re persuaded by the product’s five-star ranking and also you’ve simply made a alternative between the 2 choices, you’re prepared so as to add the merchandise to your cart.

That’s when Brooklinen affords you the choice to get cart updates on Fb Messenger.

When you choose that choice, they ship you a message shortly after:

Whenever you don’t full your order, first, they remind you about it, after which, they give you an unique deal.

That is the message you get after saying “sure” to that provide:

You get a ten% low cost that’s robotically utilized to your cart on checkout. This can be a nice solution to reduce cart abandonment and convert prospects into clients.

Brooklinen additionally desires to profit from their product evaluations.

That’s why they show chosen testimonials on a slider earlier than the Opinions part:

Final however not least, they clarify how devoted they’re to reply any questions you may need earlier than shopping for their merchandise:

Takeaways 

• Get well deserted carts on Messenger with third-party instruments, comparable to Klaviyo and Octane AI.
• Choose your greatest buyer testimonials and show them individually in your product pages.
• Invite guests to ask you any questions earlier than making a purchase order.

6. Fabletics: Evoke Curiosity to Enhance Signups

Value is among the top three reasons why American customers purchase from a specific e-commerce web site.

If you happen to’re providing higher costs than your rivals, or, when you have discounted objects in your on-line retailer, be sure your guests comprehend it.

One solution to spotlight your value benefit is to distinction it with the unique value.

Right here’s how Fabletics does it on their product pages:

Their “New VIP Value” is discounted twice in comparison with the retail value. And it encourages guests to contemplate shopping for the product (along with a VIP subscription.)

Though firms attempt to show their merchandise from as many angles as potential, it received’t look the identical when two completely different individuals put on the identical factor.

That’s why Fabletics enable you to guess how their merchandise would possibly look on you with the choice to decide on completely different fashions:

And if you wish to see the merchandise on actual individuals, quite than solely fashions, Fabletics curate buyer pictures underneath the mannequin footage.

Whenever you transfer all the way down to product suggestions, you’ll see that the corporate hides among the objects which could be unlocked upon signing up:

Hidden merchandise evoke a sense of curiosity and a robust sense of membership exclusivity.

Utilizing a abstract part on high of product evaluations, the corporate helps you get a fast overview of the product with out studying the entire testimonials:

Takeaways 

• Evaluate your membership costs with common retail costs.
• Add a number of product footage in several contexts.
• Use buyer pictures as a part of your product images.
• Add a number of hidden merchandise or articles that may solely be unlocked upon signing up.
• Present a brief abstract of product evaluations. 

7. Glossier: Present Your Merchandise in Actual Life

An optimized product web page doesn’t solely enable you to convert extra guests into clients.

It will possibly additionally enhance your income by growing clients’ common order worth.

That’s why Glossier tries to upsell you on product pages by providing product bundles:

Whereas doing that, the corporate offers clients a legitimate purpose to decide on the costlier choice: saving $12.

If you happen to’re a rational shopper, you’ll contemplate shopping for the set, though it’s costlier (and Glossier will earn extra out of your order).

Discover how the corporate provides “Free & Simple Returns” info underneath the purchase button. This manner, their guests can extra simply purchase a product on their webshop as a result of Glossier removes an necessary impediment for them.

The corporate goes past buyer pictures to indicate the product in motion and, as an alternative, shows the product in actual life:

Glossier creates content material with their clients and companions the place they clarify how they use the corporate’s merchandise of their on a regular basis lives. Then, the corporate makes use of that content material on related product pages.

In addition they embed a brief video the place the corporate’s CEO walks guests by how she makes use of the product. It’s a easy but private contact that educates guests about Glossier’s merchandise.

Lastly, Glossier lets guests simply learn and filter product evaluations:

They show essentially the most favored optimistic and unfavourable evaluations side-by-side and construct belief for the model.

Their product evaluations are easy-to-filter in keeping with pores and skin kind, age vary, and pores and skin shade to make the testimonials extra related and priceless to the reader.

Takeaways 

• Upsell on product pages by highlighting value financial savings.
• Make your delivery and return info simply seen.
• Accumulate insights out of your clients about how they use your merchandise, and switch them into web site content material. Then, hyperlink to your content material on related product pages.
• Add filters and a search perform to your product evaluations to make them simpler to learn by.

8. Vinomofo: Assist Prospects Make the Most of Your Merchandise

As I discussed in Instance #6, for those who’re providing higher costs than your rivals, be sure your guests learn about it.

Right here’s how Vinomofo contrasts their provide with the complete retail value and focuses on how a lot you’ll save when shopping for their product:

The corporate offers guests an estimated supply date to set expectations and take away any doubts.

Subsequent, they assure buyer satisfaction by providing free returns.

Whenever you transfer down the web page, you see that in addition they promise an unbeatable value:

With these small additions, Vinomofo eliminates any issues guests may need about supply, returns, and value.

On the remainder of the web page, Vinomofo reveals that they genuinely wish to be helpful to their clients.

As an alternative of merely suggesting meals pairings, they really give recipes you may recreate and luxuriate in your wine with:

Along with “meals union,” in addition they paint an image for you with the “life union” part:

Now you understand that you simply’re not solely shopping for wine—you’re shopping for an incredible expertise.

Lastly, they choose a tune that goes nicely with that product as a way to get pleasure from these moments higher:

It’s a easy tactic which you could duplicate in your e-commerce web site, and it proves that you simply’re keen to go the additional mile in your clients.

The secret is displaying your clients how they will profit from your merchandise and easily being helpful to them.

Takeaways 

• Evaluate your discounted costs with full retail costs and give attention to the financial savings.
• Give guests an anticipated supply date.
• Take into account providing free returns and a value assure.
• Make strategies on how you can profit from your merchandise.

9. Bellroy: Assist Guests Make Higher Choices

On-line buying carries a certain quantity of danger for customers.

They will’t contact or attempt on merchandise as they will in brick-and-mortar outlets.

Fortunately, many on-line shops have discovered a wise manner round this and Bellroy is a type of firms:

The corporate’s purpose is easy: They fight that can assist you as a lot as potential as a way to make better-informed buying selections.

They provide clients two dimension choices based mostly on their wallets’ use circumstances.

Assuming that you simply wouldn’t know the precise dimensions of your nationwide forex, Bellroy helps you discover the best choice for you.

Whenever you click on the query mark image, a textual content pops up on the identical web page and provides you extra info:

If you happen to’re nonetheless not sure, Bellroy invitations you to contact them they usually’ll be completely happy that can assist you out.

Bellroy additionally helps you image the product higher through the use of a dimension comparability software:

Utilizing a third-party service, referred to as Tangiblee, the corporate permits you to evaluate the product with among the objects you may need mendacity round, comparable to an iPhone, a key, or a bank card.

Since clients can now image the product of their minds, there’s a smaller probability that they’ll be upset once they obtain it.

Takeaways 

• Information your guests to decide on the very best product choice for them.
• Clarify the completely different choices intimately through the use of real-life examples.
• Ask guests to succeed in out to you in the event that they want additional assist in selecting a product.
• Evaluate your product sizes with easy objects or use a third-party software, comparable to Tangiblee.

10. Missguided: Cross-Promote with Complementary Merchandise

When a customer lands on one in all your product pages, it typically signifies that they’re keen on your on-line retailer and contemplating shopping for from you.

A mild nudge can transfer these guests from consideration to the choice stage of your advertising funnel.

Usually, persuasion triggers are the right nudge you want on product pages.

Check out this instance by Missguided:

They mix social proof with shortage by including labels on product photos.

First, they affirm your curiosity within the product by saying “good selection”. Then, they help it with social proof by writing “a number of others are checking this out proper now.”

Though they don’t immediately let you know to rush up, figuring out that many others are viewing the product creates a way of urgency with out disturbing you.

Missguided goals to cross-sell on product pages by the “store this look” choice:

Whenever you click on the button, you may rapidly view the opposite objects the mannequin is sporting and add them to your cart. And the very best half is, you are able to do that with out leaving the web page.

Takeaways 

• Add persuasion triggers to product photos.
• Cross-sell complementary merchandise with out forcing guests to depart the product web page.

11. Ceaselessly 21: Use Customer Feedback in Product Descriptions

Whenever you’re writing product descriptions in your on-line retailer, you will have an concept about your merchandise.

You’ll be able to guess how a settee would possibly look in a mean front room or how a costume would possibly match a mean individual.

However you should not your clients.

In some circumstances, buyer evaluations may give you priceless insights about your merchandise.

Right here’s how Forever 21 makes use of buyer suggestions on their product pages:

Underneath the colour and dimension info, the corporate shows a dynamic “Match Ranking” for his or her merchandise. This manner, their guests know what to anticipate from the product to allow them to make extra correct selections.

What’s extra, the ranking is up to date based mostly on actual buyer evaluations.

The corporate additionally permits you to share the product on social media and by way of electronic mail in case you wish to get a second opinion or make a suggestion.

After the fundamental product info, you’ll see a brief part with the headline “Why did you select this?”:

Right here they show quotes from actual clients explaining why they purchased the merchandise in a single sentence.

It’s a fast and easy manner of accumulating product evaluations and utilizing them to influence potential clients.

Takeaways 

• Replace your product descriptions based mostly on buyer evaluations.
• Add social sharing buttons to product pages.
• Ask clients to put in writing one or two phrases about why they selected that product.

12. Pandora: Add a “Trace” Choice to Product Pages

Some purchases require multiple go to. And a few selections contain multiple individual.

If you happen to’re promoting giftable merchandise in your e-commerce web site, it’s best to make it simple in your guests to drop a touch to their family and friends.

Right here’s how Pandora does that efficiently:

Along with utilizing product rankings, a dimension information, and persuasion triggers, Pandora affords a “Ship a Trace” choice on their product pages.

Whenever you click on the button, a kind with a pre-written textual content opens on the identical web page:

After you fill out the shape, the recipient will get a easy electronic mail that appears like this:

And also you get a hit message alongside product suggestions:

Pandora is aware of that you’re a extremely customer so that they don’t miss this opportunity to recommend you extra merchandise chances are you’ll like.

Takeaways 

• Add a “Ship a Trace” button to your product pages.
• Ensure that the shape opens on the identical web page and comes with pre-written textual content.
• Suggest related merchandise on the success step.

13. Nordstrom: Create an In-Retailer Purchasing Expertise

Typically, customers need and wish steering when buying—whether or not on-line or offline.

Whenever you’re in a brick-and-mortar retailer, you may merely strategy a gross sales rep and get the solutions instantly.

However this isn’t the case for online shopping.

Fortunately, there are sensible methods to create an in-store expertise on e-commerce websites and Nordstrom is a good instance of that:

If you happen to go to one in all their product pages, you’ll see a video between their product pictures.

At first sight, you would possibly assume that it’s simply one other product video. However right here’s what it appears to be like like:

Nordstrom makes use of movies of their gross sales reps explaining the product as for those who’re in one in all their bodily shops.

The gross sales rep talks about what makes the product particular and the way she would fashion it.

This manner, the corporate improves your on-line buying expertise by combining it with a extra conventional strategy.

Whenever you scroll down the product web page, you’ll see a piece referred to as “Appears to be like”:

Nordstrom types the product utilizing completely different objects from their retailer and conjures up you with completely different appears to be like. You need to use the shuffle button to get a brand new beneficial look and discover the best choice that matches your fashion.

This manner, the corporate not solely helps you fashion the merchandise but in addition cross-sells on their product pages.

Takeaways 

• Take movies of your staff speaking concerning the product and add it to the pictures part.
• Cross-sell by combining the product with different objects in your e-commerce web site.

Conclusion

Product pages are the center and soul of your e-commerce web site.

With minor enhancements, you may convert extra guests into clients and enhance your gross sales income.

Take inspiration from these high-converting product pages and begin implementing a few of these methods in your on-line retailer.

Mix those that suit you the very best and at all times take a look at completely different choices.