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. 

product pages 1

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.

Product page2

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. 

Product page3


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. 

product page4

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. 

Product page5

Hotel Chocolat

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. 

Product page6


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. 

Naked Wines

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. 

product page12

I'm sure there are some other great product pages that I haven't mentioned in this list. Let me know your suggestions below...

Graham Charlton

Published 26 October, 2010 by Graham Charlton

Graham Charlton is editor in chief at SaleCycle, and former editor at Econsultancy. Follow him on Twitter or connect via Linkedin.

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Comments (21)

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Paul Keers, Axon Publishing

Could I put in a word for Net-A-Porter, which demonstrates the roles engagement and inspiration can play in e-commerce? The sites you chose are high on function, but low on those key factors, surely high on the requirements of a long-term e-commerce success? 

almost 8 years ago


Lee Duddell


That's a really useful list. Co-incidentally we ran a usability review of yesterday which you can read about on our blog here:

Online Christmas Shopping – review


almost 8 years ago

Graham Charlton

Graham Charlton, Editor in Chief at SaleCycle

Hi Paul, 

I nearly added Net-A-Porter to the list but the pages are similar to Asos so I left them out. A good example though. 

almost 8 years ago


Richard Angel

I think the only thing this article is missing is some examples of how brands integrate social sharing into their product pages, such as with Tweet this and Facebook Like buttons.

almost 8 years ago


Kevin Barnes, Head of Ecommerce Trading & Development at Office Shoes & Offspring

Boden also deserve a mention for the way they've approached size selection on products- doing away with dropdowns (which hide out of stocks) and showing immediately what is available/ isn't available or indeed when it will be available.

almost 8 years ago

Rob Smith

Rob Smith, Managing Director at Blueleaf

Some good examples here. It's important to note though that although each of these elements are important it's also vital to make sure the page works as a whole and information is gradually revealed where needed, and in a logical order!

almost 8 years ago

Graham Charlton

Graham Charlton, Editor in Chief at SaleCycle

Hi Richard - good point, can you suggest any that are doing this well? 

almost 8 years ago


Pablo Edwards

Looks like some incredible pages.  i love the tent. 

almost 8 years ago



Amazon has been used as a good example for a while now by various people, From an SEO point of view they have a lot of information and content which is good, From a conversion point of view they have all the info there to reasure the buyer (or put them off)

And from a user point of view, everything can be done above the fold!

almost 8 years ago

Daniel Clutterbuck

Daniel Clutterbuck, Director/ Co-Founder at Webtise Ltd

Great list. Getting all the relevant information above the fold is vital. Also, as a high percentage of visitors will enter at the product page and not see your competitive advantages it's important to have them on there. Such as Webtise

almost 8 years ago


Alan Page

Oh dear! If these are the best.....I'd hate to see the worst. This is the best argument for getting some new blood into web design. Strikes me that UX people, planners and clients have had too much influence.

almost 8 years ago



These product pages look great, used the Asos site before and always thought it was displayed very well. The Naked Wines page is very nicely done. Often I see shops and they can be really let down by their product pages but all these look great.

almost 8 years ago



some really nice ones there, including one of my clients, so i'm really chuffed, it would have been good to see the numbers relating to the pages (coversion rates) though thats obviously wishful thinking. I'd also like to see how many of these are using CRO in this part of their site, are any dynamically optimising their product pages based on where users are coming from or what users have previously browsed, is that previous interaction affecting how the site is presented? really being a data monkey, i see this more as an opinion of whats best (not that there's anything wrong with that) rather than what is proven to be best with numbers and statistics.

almost 8 years ago


Sanjit Chudha

Product page design is always a balance between users real-world needs, design principles and creativity, brand considerations and designing an optimal conversion path.   What is sad is that so many companies still get that wrong.   I agree, the list if far from complete, but it offers a snapshot.   Thanks.

almost 8 years ago


Matt Smith

As a product photographer, I see a lot of product pages everyday. Some are good, some are bad and some don't work at all. The thing I always try and remind my customers is Keep it simple so your customer can navigate through it.

almost 8 years ago


Matt Scoble

GREAT examples of good product focus, clean design (in some cases!), and how to visually channel the customer towards purchase.

Interesting that I didn't see examples of social shopping--but this probably because as a new trend, not as many are yet using it.  But, like ratings & reviews, this is clearly going to be the next area of innovation.

Quorus is already leading in the social shopping area and has some exciting projects underway.  Keep your eyes open for new customers taking advantage of this.

As the recent IF study noted on social shopping, "Word of mouth is nothing new--what is different is where it is taking place."  Your customers will be taking you here (to social shopping), so best to start thinking about it now!

Thanks for these great examples of product detail from ecommerce sites.  Look forward to more!

almost 8 years ago


Michael Bates

I noticed amazon mentioned, I think they are heading towards - how not to do a product page. Information overload in my book. I think for those in the web world we are patient and happy to find the end goal. My wife gives up after about 5 secs of not finding the checkout button and I am sure she is not alone. Enough info to help people through the buying process, but then clear and simple next steps.

almost 8 years ago

Graham Charlton

Graham Charlton, Editor in Chief at SaleCycle

Hi Michael - I take the point about Amazon, and I'm not sure that kind of clutter would work on other sites. I included Amazon mainly for the innovations in cross-selling and user reviews. 

almost 8 years ago


Aaron Buckley

Nice little report. We aim to give our customers as much information as possible on the product. We also take our own pictures of the product as most supplier images can be very different from the finished product!

Also, (just in case we get a flood of customers asking for £50 each) we reward the best video with a £50 voucher, but all video entries get a £10 voucher.


almost 8 years ago


Guy Courtney, Director at Pedalo Limited

The abel and cole ecommerce/shopping cart process is really strong - it holds the users hand and the design is reassuring - nice piece of work. I agree with previous poster about Amazon - losing some clarity with their interface - information overload - that said they must do oodles of conversion optimisation so it is probably working well for them despite its lack of aesthetic quality

almost 8 years ago

Paul Rouke

Paul Rouke, Founder & CEO at PRWD

Great post Graham, and the Econsultancy product pages best practice guide is well recommended in case readers/contributors haven't taken a look yet.

In response to one or two comments made on this post:

@Aaron Buckely - great example of how to encourage your customers at to get involved in generating content (and not just any content, content that will actually help to convert future visitors into making a purchase with the user-generated videos).

Looking beyond the product page, I've seen that you have moved to an enclosed checkout. The reason I mention this is that your website features in the e-commerce usability and best practice training course I deliver for Econsultancy. In addition around 18 months ago I wrote an blog post on Econsultancy looking at whether retailers are following best practice to increase their conversion rates, which looked specifically at the concept of enclosing your checkout. You will see that at the time your website featured as a 'checkout not enclosed' example.

Would you be able to share any insights into the (hopefully!) improved checkout conversion rate that you have seen since moving to an enclosed checkout?

@Kevin Barnes - I agree, Boden is a good example of ensuring that stock availability is made clear when choosing your size. For out-of-stock items perhaps they could look at providing more information such as if/when a particular size will be back in stock (and even allowing a visitor to get notified when it does) although this isn't currently on most e-commerce sites I work with.

@Graham - as you point out Amazon certainly isn't the model that all retailers should be following - my somewhat controversial blog post on Econsultancy - Amazon relying on brand credibility rather than good usability - talks in depth about the customer experience of both Amazon and The Book Depository. In summary, if you were new to online shopping and hadn't heard of Amazon (yeh I know, ticking both of these boxes would be a hard task!) then my word would Amazon be an overwhelming and potentially frustrating 1st time shopping experience.

@All readers - if you have benefitted from the advice and recommendations in this post, then you will be interested in the training course I mentioned earlier in this comment that I deliver:

Econsultancy Training - E-commerce Usability and Best Practice

Key Areas Looked At:

  • product page best practice
  • cross selling and up selling
  • shopping basket best practice
  • checkout best practice
  • checkout form best practice
  • advanced user experience techniques

The course includes live evaluation and competitor benchmarking which always proves to be one of the most popular parts of the training course.

over 7 years ago

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