What makes a great ecommerce product page?
I’d say it’s a blend of several factors, including usability, use of images, reviews and clear information for shoppers.
Here I’ve rounded up some more excellent examples, with the intention of highlighting some examples from less mainstream sites.
Product page essentials
These are the some of the features that I was looking for:
- User reviews. An essential feature for today’s ecommerce sites.
- Quality product images. High resolution product photos make an immediate impression and portray items in the best possible light.
- Calls to action. They should attract user’s attention and draw them towards the next step in the purchase. This is something which a few of the sites shown here could improve.
- Product videos. This can be the best way of demonstrating products, especially those, like Nest, which are relatively new concepts.
- Prominent delivery/returns information. Hidden shipping costs are known to be a leading cause of basket abandonment.
- Detailed product descriptions. Give people the information they need. I like the approach of some of the sites here, like Sonos and B&O. They provide summaries above the fold, with lots of detail as you scroll down.
Fitbit only has a handful of products, so is more able to produce detailed product pages like this than most ecommerce sites would be.
This long scrolling page works well for this product, allowing users to see lots of detail about the product.
Basically, all of the required information about the product is there, including useful visuals showing how you can sync stats with various devices.
It’s a fine looking product page too, with lots of white space between elements which allows them to stand out, while high resolution images display the product at its best.
The pages are a refreshing contrast to those of some other sofa retailers, with their bright sales notices and ads for interest free credit.
It’s a clear product page with a good range of images showing products in situ, as well as a 360 image viewer.
Fabrics, styles and sizes can be changed easily via a lightbox.
I also like the copywriting, while the clarity on delivery and charges (via a postcode tool) is welcome.
Recommended by our Deputy Editor David Moth, the product pages here are well laid out and sizes and colours are easy to edit.
The related product options are very well done, little mini product pages which allow users to select colours and sizes before adding to their bag.
The product page design works well to accommodate a variety of sellers and products, and deals well with customisation, such as adding lyrics here:
Another scrolling product page from Bang & Olufsen for its Play products.
There’s a lot of information, product demos. technical specifications and more. It’s all there.
Excellent product pages with lots of detail.
The use of imagery stands out here, with five views of the dress, a product video, and images of customers wearing the dress.
This is very helpful, as it shows how the dress looks on ‘real’ people, with the added advantage of social proof. These people have bought and enjoyed wearing the dress, so why shouldn’t you?
Starting as a disruptive business in a sector which was effectively locked down by high street opticians was a major challenge. Read GD founder Jamie Murray Wells on this.
People simply weren’t used to buying glasses online, which made a usable and easy to understand site a must.
Here, Glasses Direct goes into great detail, providing information about sizing, and offering a free home trial for waverers.
This is an interesting business model, where users fund the clothing in return for discounts on the finished product.
For new visitors the concept is explained very clearly, with excellent product imagery to back it up.
I mentioned this site as part of a round up of excellent examples of B2B ecommerce, and its product pages deserve a mention here for their design and clarity of information.
This product page has the challenge of explaining the product and the concept to the uninitiated, something it manages to do very well.
I like the use of imagery here, and the white space that allows the images and information to stand out.
This site sells herbs and spices in various sizes. There’s only so much to say about the products but I like the simplicity of the site design, as shown by this simple image showing the various packaging sizes.
Indochino allows users to customise its range of suits, making the product page more involved than on some sites.
Customers are asked to measure themselves before choosing to customise jacket lapels, linings, vents, buttons etc. It’s all very clearly explained, while the site’s own recommendations are helpful.
I love Airbnb’s product pages, as they are just so clear and full of useful information.
For example, most pages have multiple high quality photos, useful maps and calendar tools to show availability.
The reviews are great too, and essential when you’re renting from total strangers. So we have response rate scores for hosts, and lots of reviews with scores summarised for cleanliness, value, communication etc.
The product is great, and so are the pages. There’s lots of scrolling to be done if you want to, with the product and features described in much detail, but it’s is also neatly summarised above the fold.
Sonos generally has excellent reviews from users and critics and the site makes the most of them:
Which product pages would you recommend? Let us know below…
Our Festival of Marketing event in November is a two day celebration of the modern marketing industry, featuring speakers from brands including LEGO, Airbnb, Tesco, Barclays, FT.com and more.