Product Page Templates, Essential Features, and Expert Tips
So you’re setting up your own online store – congratulations!
There are many steps to ecommerce success, from high quality products to a beautiful landing page, but one of the most important ingredients is a well designed product page. Without this essential, even the hottest products will fail to sell.
To fight back against these less than appealing stats, you need to give shoppers the smoothest journey to checkout possible. And that’s where our top product page design tips come in…
7 Steps to Product Page Success
- Use high quality product images
- Show clear pricing
- Create persuasive calls-to-action
- Write informative product descriptions
- Leverage social proof
- Provide accurate product recommendations
- Stay consistent!
Whether you’re a first-time seller or want to boost sales on your existing store, we have some top tips for creating a truly effective product page.
We’ll walk you through the main design elements you need for a winning product page, along with stunning examples to inspire you, and detailed tips on how to put these puzzle pieces together on your own product page.
We even have design templates to guide you through the best ways to lay out your product page, with real-life examples of each design. We’ve used our expert knowledge to create these templates, using years of industry experience to help you succeed.
Ready to create something beautiful? Let’s go
Before you jump into designing your product pages, there are a few basics you should already know. The main ones are:
- Your target audience
- Your brand identity
- Your color scheme
Knowing the ins and outs of each of these areas will not only make designing your product pages easier, but will also make them a lot more effective. Click on the icons below to learn a little more about each area, and how it can help you create more effective product pages – otherwise, skip straight to step one!
It’s important to know who you’re selling to. Identifying and learning about your target audience is always the first step of setting up any successful business.
From choosing models who represent your customers, to writing product descriptions in language your audience connects with, understanding your target audience is key to designing better product pages.
What are your core brand values? What makes you different from your competitors? What tone of voice does your brand use? Knowing your brand identity in and out is key to providing a consistent user experience and building a long-term relationship with customers.
Your brand identity should be present in your product pages, from the tone of your writing to the style and content of your product photos. Your design should always reflect your brand, whether that’s grown-up and sophisticated, or fun and playful!
Colors can say a lot about a brand or business – for example, blue is said to inspire trust, which is why it’s used by so many banks and tech companies!
Which colors are you using across your website? It should come as no surprise that you should keep your design choices consistent across your product pages, too.
Knowing your color scheme is especially useful when it comes to designing your call-to-action buttons, labels, headings, and more!
Product images should always sit above the fold, because they’re usually the thing that most customers want to see first in order to help make a buying decision. In fact, 93% of consumers consider images essential when making purchase decisions. Put them in pride of place on your product page!
Wait up! What does above the fold actually mean?
If something is “above the fold”, it means you don’t have to scroll down a web page at all to see it – instead, it’s instantly visible on the top part of the page. If something is “below the fold”, it means you have to scroll down to find it.
The first thing you tend to think of when planning a product page is product photos, and for good reason. Product photos are one of the most important features of any product page – think of them as the foundations of your product page design.
Customers want to know exactly what it is they’re buying – they can’t pick up your products and look at them as if they were in a real-life store, but they can look through your product photos.
The better your product photos are, the harder they work for you in persuading customers that this is the product for them, and the easier your job becomes. We’ll walk you through the golden rules of making the most of your product photos – simply click the + icons below!
Imagine trying to buy a jumper, but the product photo is dark and blurry. You can’t see any details because it’s so pixelated, and the product itself doesn’t look attractive because it’s all grainy. Would you click buy? Probably not!
Make sure your photos are:
- Crystal clear, rather than fuzzy or cheap-looking
- A good size, rather than small and cluttered
- Customized, rather than stock photos
- Consistent in size and quality across all your product pages
Okay, so you like the look of the jumper you’re thinking of buying. But there’s only one photo of it, from the front. What does the back look like? Does it have any buttons or other colors anywhere else?
Without more product photos taken from different angles, customers have no way of knowing what the rest of the product looks like. Half of online consumers say they want to see three to five photos, from various angles – and it’s worth listening to them!
To inspire excitement and confidence in your customers, you need to give them the full picture. You can either do this through 360° views (where the customer can spin the product), or simply by photographing the product from multiple angles.
If you choose the second option, put yourself in the customer’s place and think about what they need to see. If you’re selling shoes, for example, don’t forget to take a photo from above and below; if you’re selling bags, remember to include a photo of the inside as well.
Does your product come in different color options or patterns? Don’t leave it to the customer to try and imagine what the red jumper might look like versus the blue jumper – show them!
Being able to see the different options clearly will help the customer to imagine using or wearing that product, rather than simply picking a color from a tiny selector box.
By providing the customer with a full product view of each color or pattern variant, it shows them exactly what to expect, boosting their confidence that yes, they want the bright yellow zig-zag jumper instead of the plain gray one.
One of the best ways to show customers exactly what they’re getting is to take up-close, detailed shots of your products. This is especially useful to show off the texture, pattern, or quality of your items, and can really help to give a realistic feel of the product.
Another way of doing this is to provide a zoom option, where customers can hover over parts of the product they want to see more clearly.
“Model is six foot one and wears a size two.” Sure, you might think, of course this jumper is going to look great on her – but what about me?
If you have the resource, it’s a great idea to show your products in context. For starters, you should always use models who represent your target audience, but it can also help to show how your products look when worn by different shapes and sizes.
That means having photos of the size six jumper, but also the size sixteen – this will clear up any doubts that customers might have about whether the product will look good on them!
You can apply this idea to other products aside from fashion, too – for example, if you’re selling lamps, don’t just show it on a pristine white surface. Put it in a real room so that people can picture how it would look in their own homes.
Another important way of showing context is size. For example, this product could be a hand-held wallet, or a large purse – there’s nothing to indicate size at all:
That’s why adding context is so important – once you see it being held by a person, it all becomes clear!
This online store goes one step further, and includes comparison with popular items such as an iPhone, a magazine, sunglasses, and a passport holder:
Product Photos: Who Does It Best?
Modcloth – for showing different sized models, from multiple angles
- Taken high quality photos of your products
- Shown your products from all angles
- Displayed product variants
- Taken close-up photos to show product details
- Thought about how to show context in your product photos
Find out more
- Learn more about How to Take Product Photos to kick-start your product pages!
Pricing should always be displayed clearly above the fold – don’t make your customers go hunting to find how much your products cost!
Nobody is going to buy a product without first knowing how much it costs, so it’s a good idea to place it high up on the page. You should usually put it close to the product title or “add to basket” button.
No matter how awesome your products are, people want to know the price before making a purchase. So it makes sense that you should display pricing as clearly as possible on your product page!
Even if your product is pretty expensive, you should still put the price in pride of place – near the product title or close to the “Add to cart” button is a smart design choice. This is because customers are usually automatically drawn to these areas, making the price easy to spot.
Other ways to help the price stand out include:
- Using a larger font size – your price should be one of the largest elements on the page
- Using a contrasting color to make the price “pop”
- Highlighting any discounts – show the original price next to the new, cheaper price, and be clear on savings
If your price isn’t instantly clear as soon as you land on the product page, you need to rethink your design – start off by applying the above tips, and then test it out on friends, family, or colleagues to see how quickly they can spot the price.
Clear Pricing: Who Does It Best?
Made.com – for having large pricing high up on the page, and displaying the sale price clearly
- Placed your product price clearly on the page, above the fold
- Thought about ways to make it stand out, such as adjusting color and size
Find out more
- Learn more pricing tips and tricks in our guide on How to Price a Product
A call-to-action (or CTA) is usually a button or link that asks users to, well, take action! Examples include “Add to basket” buttons, “Sign up here” forms, and “Shop the collection” invitations.
Your CTA should always sit above the fold, because it’s an essential part of getting conversions. If people love your product, but can’t find the button to actually buy it, guess what – you’ll lose out on sales!
Call-to-action buttons (or CTAs) are a critical part of the customer journey from browsing to buying. Getting shoppers to click on your CTA is the main goal of your product page, so it’s worth taking the time to get it right.
Without a CTA, shoppers can’t add the products they love to their basket, meaning you miss out on their purchases – which is less than ideal when you’re trying to make a profit!
This means it’s vital to have your CTA high up on the page – it should be easily visible, easy to click, and easy to understand. Here are our top tips for making the most of your call-to-action:
- Place it high up the page, above the fold – you usually see CTAs next to the product image, underneath the basic product information. You should be able to spot the CTA in under three seconds!
- Make it stand out by using a bright or contrasting color – this helps catch attention, and directs the customer’s gaze towards the button.
- Make the button large enough to click – whether that’s with a mouse on desktop, or a finger on mobile, the CTA button should be big and easy enough to click first time.
- Think about your language – most product page CTAs say “Add to Cart” or “Buy Now”, which are examples of direct, commanding language. Whatever wording you choose, make sure it clearly tells the customer what action they are taking by clicking on the button.
Call-to-Action: Who Does It Best?
Netflix – for perfect use of color scheme to make its CTA stand out
- Decided where to place your CTA button on your product page
- Designed a big, bright, easy to spot button
- Thought about the wording you’ll have on your CTA to encourage customers to click
Find out more
Check out our How to Write a Call to Action guide to discover how to write more powerful and persuasive copy for your product page.
Product descriptions give customers more information about the product than an image alone can provide. It’s a good idea to have a short and sweet product description above the fold which is easy to scan quickly, and then a longer, more detailed version further down the page for customers who want more information.
Product descriptions are like the scaffolding built around your product images – they support the product photos, helping the customer to understand what the product is and why they should buy it.
In short, product descriptions are your chance to get persuasive and really sell the product, as though you were standing next to your customer in the store.
Most shoppers are looking for quick, easy, and scannable product pages, so you should write a short, snappy, and sweet description to sit above the fold next to the product images. Then, further down the page, you can have a slightly longer, more detailed description that gets into the ins and outs of the product.
- Focus on benefits, not features. For example, the fact that a storage container is made from high-density polyethylene won’t mean much to most shoppers – instead, simply focus on the fact that it’s dishwasher friendly!
- Avoid long sentences and complex language. People usually shop as a form of enjoyment or relaxation – they don’t want to be given a reading task, so keep it concise.
- Don’t use cliches, empty claims, or risk words. Avoid grand statements such as “these are the best socks ever”, and risk words that could put shoppers off such as “expensive” or “guilt” – and definitely stay away from cliches at all costs.
- Get persuasive. You’re doing the talking for your products, so try to use sensory words, power words, and storytelling to help excite your customers!
- Stick to your brand’s tone of voice. If your brand is playful, for example, have fun with your product descriptions and get creative with language.
Product Descriptions: Who Does It Best?
Lush – for knowing its audience, and getting creative to help customers imagine the product
- Looked at the best placement for your product descriptions
- Written a short, snappy description and a longer, more detailed version
- Followed our top tips for writing effective product descriptions
Find out more
- Do you want more tips on creating better product descriptions? Check out our ultimate guide on How to Write Product Descriptions for more detail.
You should always display the product’s star rating above the fold, because this is an important selling point that most shoppers want to see straight away. It’s then important to have full customer reviews lower down the page, in case shoppers want to browse through what other people have said about the product.
Social proof is the phenomenon where people are more likely to do (or buy) something, because they see others doing the same. It’s why we join queues for busy restaurants and gravitate towards crowds, and it’s why customer reviews and ratings are so important.
Did you know that 97% of consumers say that online reviews impact their purchasing decisions?
That’s why it’s vital to have some form of social proof above the fold, so that it’s instantly visible for online shoppers. The most popular way of presenting social proof is to show the product’s star rating near the product title.
Because this design layout is so common, your customers will be expecting to see a star rating straight away – so don’t make them go looking for it!
You should also include customer reviews further down the page, so that shoppers can easily see whether the product is popular, and why others enjoyed using it. This is vital because customers trust customer reviews 12 times more than product descriptions written by the seller!
Don’t delete or ignore negative reviews – it won’t win you any favors with your customers. Instead, always reply politely to complaints and resolve any issues as quickly and professionally as possible. This will inspire customers’ confidence in your business!
Other examples of social proof you can leverage on your product page include:
- Low stock alerts – this creates urgency and triggers a fear of missing out!
- A message telling the shopper how many other customers have viewed or purchased this product in the last hour – this acts as a virtual queue or crowd, and shows the shopper that other people are also interested in the product.
- “Customers also viewed/bought” product recommendations – this combines social proof with cross-selling, and is a great way of keeping your shopper in your store.
Social Proof: Who Does It Best?
Amazon – for putting customer ratings and reviews at the heart of its product pages
- Factored star ratings and reviews into your product page design
- Thought about the other ways you can add social proof to your product pages
Find out more
- Do you want to learn more about the power of social proof, and improve your marketing while you’re at it? Check out our infographic exploring How to Use Online Reviews to Market to Different Generations for some surprising facts!
Product recommendations are a useful and effective way of keeping customers on your site, increasing the value of each transaction, and creating a more personalized shopping experience. However, product recommendations aren’t essential for getting customers to convert, and can even distract them from the product they’re currently viewing.
That’s why product recommendations are best placed below the fold.
So, your customer has added a product to their basket – hooray! But what now? They might simply check out, or click aimlessly around your other products for a bit. That’s okay, but what if there was a better way to keep customers shopping after viewing one product?
Say hello to product recommendations!
Think of these like those autoplay videos on YouTube, where you go to watch a single video and then find yourself three hours later watching cats knocking glasses off tables. Product recommendations suggest different products that the customer might like based on what they’re currently viewing.
If you can provide accurate and helpful product recommendations, it’s a great way of securing another purchase – and keeping a customer on-site even if they didn’t like the first product they viewed.
Amazon is the undisputed leader when it comes to product suggestions – have you ever been sucked in by its “Recommended for you” carousels? Alternatives include:
- “Customers also bought” lists
- “Similar items” suggestions
- “Top picks for you” recommendations
You can even encourage more people to create accounts for your store by promising better tailored recommendations – this creates a more personalized shopping experience, and can boost engagement too.
If you’re just getting started and don’t want to get too technical, ecommerce builders such as Shopify include product recommendation sections in some of their themes. That means it’s already built-in to your store when you start building!
Another way of suggesting products is to feature other products for sale within product photos. For example, a model might be wearing boots and a skirt as well as a jumper, and customers can “shop the look” or “complete the set” – and fill up their basket along the way!
Product Recommendations: Who Does It Best?
ASOS (because we can’t put Amazon twice!) – for persuading customers to complete their look
- Set up product recommendations
- Looked at different ways to promote related products
- Decided whether you want to code recommendations yourself, use an app, or start with an ecommerce builder
Okay, this isn’t an actual design feature that you have to include on your product pages, but it is an important design rule…
Whether you choose to implement all of these features on your product page (which we highly recommend), add extras, or just pick out key elements, your product pages should always be consistent.
Whatever you do, don’t chop and change your design choices, because it will confuse customers and distract from your products!
Amongst other things, this applies to:
- Image sizes
- Page structure (i.e. how everything is laid out)
- Tone of voice (in product descriptions etc.)
Now that we’ve walked you through the most important important elements to have on your product page, you might be wondering exactly how you’re supposed to fit them all together. Well, as it happens, that’s exactly what we’re going to show you next!
So, you’ve got all the essential elements down – product photos, pricing, descriptions, social proof, and more, all ready to go. But putting them all together onto a single page can seem a little overwhelming – you want to avoid clutter, while still letting all the important stuff shine.
Luckily, we’ve got some industry secrets to share with you that’ll make putting your product page together much easier. We’re going to share the top three product page templates with you, and help you decide which is best for you!
Template 1: The Universal Product Page
Best for new sellers, suitable for any type of product
This product page design is the most common, so you’ll probably recognize it!
Why does it work so well? Because people read from left to right, they see the product image first – if they like what they see, then they’ll stick around on the page to learn more about the product and see if they want to buy it.
You’ll notice that the product title, price, star rating, and “add to cart” CTA all come high up on the page, above the fold.
Template 2: The Image-Focused Product Page
Best for creative or visually appealing products such as jewelry, art, or furniture
This template is perfect if you want to show off your products, because the photos are the main focus of the product page. If you choose this design, you need to ensure that your photos are of the highest quality!
This is a really eye-catching template design that puts your products at the forefront of the page – customers can then continue down the page to find out more information. Still, all the important stuff is above the fold, making life easy for more casual browsers.
Don’t choose this template if you’re selling products that aren’t sold by their looks – for that, check out the third template instead!
Template 3: The Feature-Focused Product Page
Best for functional products that rely more on features than looks, such as tech and DIY tools
This product page template is perfect if your products’ features are the selling point, rather than their visual aesthetic. Examples include tech, digital appliances, and mechanical tools – anything where its function is the main reason for purchase.
This template focuses on the product description and specification, drawing attention to the features first. The product images serve to back up the written information, rather than the traditional tactic of having the product photos take center stage.
If you choose this template, you’ll need to put extra thought into your written content – you’re not using images to entice your customers, but rather your product descriptions. Make sure you’re informative, descriptive, and address any questions or concerns the customer may have straight away.
Now you know the essential parts of a product page, and the best three ways to put those parts together. It’s like a jigsaw puzzle that makes you money when you get it right!
We couldn’t resist bringing together a few of the very best product pages from online stores across the web for you to use as inspiration. Some of them champion product videos, while others rethink how to display product recommendations – either way, they all succeed in creating truly awesome product pages!
Bellroy goes straight in with an auto-playing product video, instead of the traditional product image. It does a great job of giving the customer all the essential information above the fold, without cluttering the product page.
Nordstrom goes out of its way to help the customer make the best decision, from providing extra fitting information, to an interactive “Which size fits me?” quiz. The “People also viewed” section on the right-hand side and the number of other shoppers viewing the item provide great social proof.
Fabletics gives clear information about what size the model is wearing, and provides context within the photo highlighting the main benefit of the product – the fact that it has pockets! Offering cheaper pricing for VIP members encourages sign-ups, and the call-to-action stands out without being too shouty.
Big Wild Thought
Big Wild Thought mixes up its product page design by placing the product photo on the left, and having customization options on the left-hand side. The use of buttons makes picking your product super easy, while the option to add to basket or buy instantly with PayPal is a great way to reduce abandoned carts!
We’ve looked at the most important and essential features to include on your product page, from product photos to customer reviews, and walked you through the best ways to lay out your product page design.
Creating an effective product page isn’t something that you’re likely to get done in one sitting, so here’s a recap of the key things to remember when designing your product page:
How to Design a Product Page: 7-Step Recap
- Use high quality product images
- Show clear pricing
- Create persuasive calls-to-action
- Write informative product descriptions
- Leverage social proof
- Provide accurate product recommendations
- Stay consistent!
Other important features include customization options, shipping and returns information, and an FAQs section. There are three main templates you can follow depending on what type of products you sell, and plenty of free ecommerce templates to help you get started with your designs.
Remember that the main purpose of any product page is to persuade customers to add the product to their basket, and then complete the purchase – so always put the customer at the forefront of your design decisions.
Happy designing and selling – and feel free to come back and let us know how you get on!