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To coincide with the release of our Product Pages Best Practice Guide, I've been looking around for examples of excellent pages from e-commerce sites.
Not every page in this list is perfect, but they all contain great examples of features that have been used to showcase and sell products, such as great use of video and imagery, presentation of product features, and user reviews.
Amazon's product pages are long and require lots of reading and scrolling (it would take screenshots to show the whole iPod Touch page) to digest the lot, but the pages clearly work well, and contain plenty of innovations that are now commonplace on e-commerce sites.
The most obvious of these innovations is user reviews, but the cross-selling options (customers who bought this also bought...) are also inspired. The pages may be cluttered, but if customers are looking for any information about a product, it's almost certain to be on the page somewhere.
Schuh is a great example of how product images can be used to overcome the fact that customers cannot see product at close hand or try shoes on.
One way it does this is through a prominently displayed 'easy 365 day returns' policy, which reassures customers that items can be returned, and the other is through product images.
Schuh provides eight images of these trainers so shoppers can see them from every conceivable angle, and there is also the option of a 360° rotating view of the product.
The product pages of gadget retailer Firebox are almost as cluttered as Amazon's, but they contain just about everything you need to know about the products.
I like the use of product videos sent in by customers which show the various gadgets in use.
Firebox pays £50 for each video submitted, and this looks to be value for money, as the videos show other shoppers that the product works, and that other customers have bought it without any problems.
ASOS gets many things spot on with its product pages. Key information on delivery and returns is provided in a prominent position above the fold, cross-selling is relevant, and a nice big call to action has been placed in the centre of the page.
ASOS also does well with product imagery, with several views provided, as well as the option of a catwalk video, which can be quickly viewed without leaving the page or opening a pop-up window.
Kiddicare's product pages are great at conveying everything customers will need to know about a product. Multiple images and videos are provided, handy for showing how to fold and unfold a pram for instance.
It also has plenty of product information, while showing both the countdown clock for next day delivery and the number of products left is a good way to create urgency in the customer's mind.
What I especially like about Kiddicare's product pages is the presentation of user reviews. Reviews are shown in a lightbox on the page, which saves space, while summarising pros and cons, and best uses of the products is very helpful for shoppers.
The product pages on this site do the basics reasonably well, but are most notable for the quality of product photography. High resolution images of chocolates like this are great for stimulating the taste buds of shoppers.
Etsy provides plenty of information on its product pages, and presents information about sellers in a useful way for shoppers:
Customers can see feedback information about the seller at a glance, or can contact them with any questions. I also like to two calls to action have been placed on the page so they can be seen above and below the fold.
Comet does an excellent job of presenting a lot of product information, technical specifications, and useful tools for customers without making its product pages too cluttered.
There is a lot of useful detail here; reviews and a summary of the average score, a summary of product features above the fold, clear delivery information, and even the option to enter a postcode and check stock at your local store.
Tabs are used to present the product details, user reviews, buyer's guides and FAQs, which keeps the page at a reasonable size. Nice clear calls to action too.
The product pages on this site are a great example of best practice. The page contains plenty of product information and reassurances for customers about delivery, returns etc, while still retaining enough white space to make the page easy to digest.
Webtogs uses icons to present key information in a way which stands out, so customers scanning the page can quickly see the dimensions of the tent, the fact that delivery is free, and the big add to basket button.
I have included these product pages as they contain a couple of elements which are not used in the previous examples. One is the option to 'meet the winemaker' and get an idea about the story behind the wine.
The other is the use of user reviews and ratings to help shoppers make a decision about the wine. The wall underneath the image provides lots of comments from other users about the wine, which can be very useful.
The box on the right, which shows the percentage of users that would buy the wine again, and whether it represents value for money or not is a great idea, simply presented.
I'm sure there are some other great product pages that I haven't mentioned in this list. Let me know your suggestions below...