eCommerce Product Page Design: 5 Best Practices To Convert Shoppers

So, you want to convert more website visitors into customers? Creating a unique and seamless online shopping experience is key to driving conversions, and improving the layout of your eCommerce site − specifically your product pages − will put you one step closer to achieving this goal.

Product Page Design Tips

Create high-converting product pages and an intuitive shopping experience for your customers by following these 5 best practices for product page design:

1. Use crisp product photography
2. Optimize product pages for mobile
3. Show the product in use when applicable
4. Provide detailed product descriptions
5. Showcase reviews from previous customers

Use Crisp Product Photography

When creating your product page design, it's important to remember that the product is the first thing users are going to look at − and it's what your product page is all about! Attract users' eyes to your product with high-quality product photography.

People land on your product page to look for quality and value in your product before making a purchasing decision. Show them that value, improve your overall website design and create a sense of trust by capturing your products in the best light.

Optimize Product Pages For Mobile

Convert more shoppers into customers by optimizing your eCommerce design for mobile. Since there's much less room on a mobile screen for your product information, we encourage all eCommerce stores to implement the following tips for optimizing a mobile product page design:

• Limit text on product pages to avoid clutter and ensure a positive user experience.
• Consider the thumb zone, or the area where it's easiest for users to tap with a thumb.
• Use a simple navigation, so shoppers can easily navigate through the menu to shop.
• Use sticky CTAs to make it easier for users to add products to their carts.

For more details on each of these tips, check out this Mobile eCommerce Checklist to ensure your product pages, checkout and more are optimized for mobile.

Show The Product In Use When Applicable

According to HubSpot, 73% of people are more likely to purchase after watching a product video. Use product videos in conjunction with stellar product photography to show your products in use and convert more traffic.

Start by choosing a genre that best fits with your offer. There are 3 main genres:

• Showing off the product's features
• Comparing your product to a competitor's
• Creating an envious lifestyle

Sometimes when a person is on the edge of making a purchasing decision, a product video is the perfect asset to seal the deal. Inspire your creativity by checking out how these 3 eCommerce product videos are used to drive product page conversion.

Provide Detailed Product Descriptions

Earlier, we mentioned that a mobile-optimized product page should have limited text. Though that holds true, it's a best practice to use detailed product descriptions in your product page design. Create a seamless user experience by making your product descriptions easily accessible to users on both desktop and mobile devices.

Include informational details, like the ingredients, materials, etc. that your product is made of. And, rather than listing the features of your product (boring!), emphasize the benefits to prove your product's value and appeal to customers' unique needs. Further tempt users to purchase by including social proof, which leads into our next best practice.

Showcase Reviews From Previous Customers

Displaying social proof − like customer reviews, social sharing buttons and tickers − shows users that previous customers were satisfied with your product. Establish consumer trust by showing off this third-party credibility.

If a visitor reads a product review from a person whose story sounds a lot like theirs, and the results are great, then they're likely more inclined to purchase that product. Plus, why wouldn't you want to show off your happy customers?

Just be cautious not to use too many customer reviews on your product pages because you don't want to distract the customer with too much text. We recommend displaying 1 to 3 reviews, and then using a dropdown button for users to read more.

eCommerce Product Page Best Practices

Turn more visitors into customers and increase product page conversion with these 7 eCommerce product page best practices:

• Use a "Ready To Buy" Container
• Use a bold CTA
• Show product availability
• Estimate shipping time
• Use high-quality product photography
• Take videos of products in use
• Cross-sell related products

1. Use a "Ready to Buy" Container

We like to call it a Ready to Buy container, but you can call it whatever you want! This is essentially an area on the product detail page that consists of the most relevant information about the product that you're selling. It usually displays the name of the product, a brief description, how many are left in stock (or it it's out of stock), price and shipping cost/time.

Grouping these components together accelerates the consumer purchase decision process by highlighting all of the most important product details in one place − making it easier for shoppers to learn more about the product they may want to buy.

2. Use a Bold CTA

The "add to cart" button should be one of the most prominent areas of a product detail page. Be sure to position this button above the fold so that visitors don't need to scroll down to find the button.

Also, ensure that size and color of the CTA are bold so that it stands out from the rest of the elements on the page. Although we recommend keeping the colors consistent with your brand, it's important that the CTA button catches visitors' eyes, so use a color that contrasts from the rest of the page.

3. Show Product Availability

Following eCommerce product page best practices is especially critical during the holiday season. To help you prepare for Black Friday, we encourage you to show a product's availability on the product detail page. If there are only a few left in stock, let your customers know! This creates a sense of urgency and encourages shoppers to complete the checkout quicker.

4. Estimate Shipping Time

Display accurate estimated shipping times year round (and especially during the holiday season!) Whether customers are first time buyers at a new store or are brand loyal to their favorite store, they want to know when they'll receive their purchase. If external factors cause shipping delays, be sure to update your customers by sending out an email with a new expected delivery date.

5. Use High-Quality Product Photography

The biggest difference between shopping in a physical store and shopping online is that customers can touch and feel that product before purchasing it in store. Since this can't be done when shopping online, it's important for eCommerce brands to capture their products in the best light.

We recommend following these 5 product photography principles to capture your products from all angles and showcase all features. When taking photographs, remember to include even the smallest details, so customers know what to expect.

6. Take Videos of Products In Use

One of our favorite eCommerce product page best practices it to use product videos. Not only do videos help drive product page conversion, but they also help customers make a final decision about whether they want to purchase the product. In addition to the high-quality product photography on your product detail page, we encourage using videos to show a product's features, explain how to use a product or compare a product to a competitor's.

7. Cross-Sell Other Products

Cross-selling is all about finding the perfect accessories to complement a given product. Clearly present these products to your visitors by including them at the bottom of the product detail page. For example, if you sell winter coats, try to cross-sell a pair of gloves, a winter hat or a scarf. It's a great strategy for increasing average order value.

All of these items go together, so don't worry about annoying your customers with too many offers. Just remember to make the initial product the main focus on the product detail page, and try to avoid cross-selling unrelated products.

Conclusion

We hope you take these 5 product page design best practices into consideration when designing your eCommerce website. Create a positive user experience and convert more visitors into customers with visually appealing and easily navigational product pages.

Do you need help with your eCommerce web design or development? Explore Groove Commerce's website services or contact us through the form below with any questions, comments or concerns. A member of our team will be in touch!