16 Product Page Examples And Why They Work (Online Store Design Tips)

i say this often and because it's true out of every step of your customer's transactional journey your product page is arguably the most important for your online store in this video we're going to break down 16 of the most impactful product pages and explain why they work so well so you can take these learnings and apply them to your online store [Music] hi my name is stefan and for the last seven plus years i've been designing ecommerce experiences on shopify working with industry-leading brands such as nestle canada and unilever global as well as local small

businesses making a huge impact a product page is where your customers learn everything they need to know about your product this is the closest your customers will ever get to actually interacting with your product before they click add to cart or buy now before we get into some really cool product page examples let's go over some fundamental items that every product page should have to give you the best chance of optimizing your sales our first fundamental point is being above the fold now for those who aren't too familiar with this term it means displaying the

most important elements on your web page before a user has to scroll and let's start off with our first example old pal provisions besides the simplicity of their product page which i'm a big fan of i like how they focus on making sure that their imagery content and most importantly their add to cart call to action is accessible without having to scroll on desktop or mobile at the end of the day we only have so much time to entice our customers so making sure that we can display crucial information without them having to interact too

much will help improve overall the experience and most likely make them convert better our second fundamental item is product description a strong product description ensures you share the benefits of your product or service and why it's worth purchasing the best product descriptions addresses the target audience directly you answer questions as if you were having a conversation with them you'll want to use words that your ideal buyer would use as well now let's use dude wipes their simple yet effective copy is quirky and explains their unique selling proposition of their product while keeping their customers engaged

with almost like a comedic tone of voice send toilet paper back to the stone age with dude wipes now that's really catchy and really grabs your attention now another thing i really like about their product description is that they communicate the most important information above the fold and below they explain the reasons why their brand and innovation exists it's great to communicate your most important information as we just talked about and then afterwards take your customers on a journey and explain why your business exists and the positive impact your product or service is having on

users our third fundamental item is strong product photography along with a great product description the easiest way to communicate the value of your product or service is with just really good product photography product photos are a key part of a consumer's decision making process these photos provide the first impression creating a tipping point as to whether your user will continue browsing and eventually make a purchase of that product or service now it's important to remember that the online shoppers don't have the luxury or the same experience of shopping in stores customers can't touch or try

the products that you're trying to sell let's use the example of paloma wools product photography here we can see they're selling a custom leather bag and what i really like about these photos is that they first start off with a product on a solid background and then they add in an image of a model afterwards now i like this because they're setting up your images to provide personable and relatable experience and on top of that these photos alone answer a few questions like how big is the product how will the product look on me or

what does the product even look like on the inside also i really like the horizontal scroll which is a really unique experience and it provides a really cool way of offering solid real estate to emphasize your product photos now if you're new to product photography and want a cost-effective way of taking photos yourselves i've linked an article below on how to take high quality product photos with your smartphone our fourth fundamental item is page speed there's a good chance you've heard this already the time it takes to load your product page is the difference between

making a sale and losing a customer your product page needs to be quick and responsive and pages that just take over three seconds to load will kill your customers confidence at the end of the day and just make them impatient and will most likely attribute to a low conversion rate now with the example of bh photo video and audio they have an extremely quick loading speed and they clock in at about 1.7 seconds to load their page now this example might not be the prettiest but their success comes from their industry-leading page speed for bh

they had a specialization team provide an in-depth performance revamp but if you're looking to improve your page speed check out this really cool shopify plus article improve your ecommerce site's performance and speed to two times your conversions fundamental item number five building trust now this fundamental aspect for your product page might seem a little vague stefan i've already built trust by adding effective copy and taking really solid product photos and while those comments are true in building trust there are still reasons customers hesitate when making a purchase typically i found customer hesitation comes from a

lack of transparency around returns and shipping policies now let's take frank and oak's product page to see how they combat these hesitations as we can see by exploring their product page below the add to cart button they display three trust badges free shipping free returns and eco packaging these three simple yet effective badges already give customers immediate confidence since it tackles a return and shipping questions that causes hesitation also the eco packaging is a really nice trust badge since single-use plastics are a growing concern for more and more people every day and showing that daycare

makes their customers feel good about their purchasing decisions let's look at other tactics that merchants are using to efficiently convert visitors into customers along with examples one video over photos now if i were to ask you would you prefer to flip through a catalog of photos or view a video instead there's a good chance the video would win our customers attention span is slowly decreasing and that's why leveraging video is a great way to grab customers attention quickly and effectively now if we reference lisa sega we can see that when we start scrolling through the

product photos we can see they incorporate video what makes this powerful is instead of adding multiple photos to show off different angles of their product the video easily provides the information a customer needs to make a confident purchase our second point is augmented reality now we spoke about how video can be a more effective approach as an alternative to product photos but what if there was an even better alternative to video that's where augmented reality or ar comes in for those who aren't too familiar with ar or augmented reality it's a way of displaying a

3d render of your product and displaying that product anywhere your camera can see now according to shopify data the conversion rate of a product that leverages ar or augmented reality is 94 higher than a product that isn't leveraging augmented reality let's take leons.ca's product for an example although they have a really cool product page which is kind of elegant and fun all of the real fun is done when you click the geometric symbol that's overlaid on top of the product photo now with online furniture shopping customers always hesitate to purchase items online because let's be

honest how big is this sofa how will it contrast in comparison to all of my other furniture with 51 of consumers saying they're willing to use augmented reality to make a better purchasing decision online the time is now to start seeing how you can use augmented reality in your business to overall improve your customers sales for a third point we're going to talk about back in stock now it's no surprise that running out of inventory happens regardless of whether you're a new or an experienced merchant but the main problem is you're probably spending your hard-earned

dollars directing traffic to a sold-out product now teva does a great job of this with their product page by adding a join our waiting list feature that allows eager buyers to enter their email or sms aka phone number to be notified when an item is back in stock it's pretty cool now for those trying to introduce the back and stock feature functionality i recommend checking the shopify app back in stock pretty simple or if you're using an email service like clavio or omnisend you most likely will be able to achieve the same functionality with those

email tools point number four reviews in some cases reviews are just as important as the dollars you're putting into your bank account but let's be honest are reviews trusted as much as they used to be the answer 50 50 at least in my opinion luckily there are ways of making your reviews more impactful and let's reference our next product page to see how they're done effectively introducing our place not only is this one of the best product pages i've ever seen laid out but they're using reviews very effectively by associating images with those reviews reviews

and images or videos are likely to be perceived as trustworthy instead of text-based reviews which can just at the end of the day be easily faked it also allows you to leverage those images or videos for marketing initiatives which are great cost-effective way of reaching out to new customers almost every review-based app in the app store will allow you to use images and videos for the reviews so make sure to leverage them as much as you can and i promise you it will help skyrocket your conversions and make your community that much stronger around your

brand point number five customizations if you're selling a product or service that requires your customers to input information in order to purchase that product or service it can be challenging to find the perfect way to achieve that customizable experience luckily luxie's hair's product page can be a prime example on how to go about this if we take a look at the product page we can see that we're required to complete a couple steps in order to purchase that product incorporating a bunch of steps can take up a lot of valuable real estate on your product

page but by adding an accordion like they've done is a great way to maximize your space even the way their product photography changes as you click an option is an incredible touch to ensure their customers don't second-guess themselves before they click add to cart overall luxy hair is one of my favorite references on how to go about product customization and variants point number six subscription without a doubt you've either seen or purchased a subscription of a product or service in the past and why not it's a growing model that allows customers to purchase items for

less and it's a great way for businesses to forecast future sales so when when however subscription product pages share the same user experience over and over again with little to no spunk or innovation when it comes to a high quality product page with a subscription experience i have to give it the kinship not only do they make subscribing effortless during the purchasing experience but the subtle toggle of the frequency subscription on when you click subscribe is a really nice touch to save real estate and entice users to purchase more often number seven cross sell and

upsells it's without a doubt that upselling across selling is probably one of the best way to increase the price of your customers cart total in this product page example we're gonna reference everlane and the way that they effectively display their products and how they cross sell them on their product page here we can see a pair of shoes now if i scroll down from those pair of shoes i get really enticed by the dress the model is wearing now instead of being distracted by re-looking through everlane's catalog to learn more about that dress they display

their complimentary items on their product page below the add to bag button although this might not be considered a true cross sell since the item isn't immediately added to cart on click it's a fantastic way of getting more than one product in front of your customers eyes to communicate you sell them more than just one category of products it's a tactic i see being leveraged by some of the biggest brands and one done correctly can heavily increase your average order value point number eight competitive advantage at times we're selling a product that can be heavily

saturated in the market but how can we convince users that they're getting the best product in comparison to others well in the example product page of caraway as we scroll down their incredible looking product page we can see that they've incorporated a comparison chart that easily explains why their product outperforms it highlights major factors that customers take into consideration when purchasing a product caraway does a great job of identifying problems with traditional goods and heavily emphasizes where their product is better simply with a good looking comparison chart number nine wish list have you ever been

on netflix and saw a movie or a show that you wanted to see but just didn't have time to watch so you click add to list to watch it later well that's what essentially a wish list is a wish list is a powerful tool that large brands utilize to ensure that their customers that can't purchase immediately have a chance to save that product view it later and purchase it afterwards if we take a look at the brand senses uniquely designed product page we can see that they have products at a bit of a high price

point now instead of customers leaving that products in hopes of having a little bit more money in their pocket but realistically forgetting about that product they have a text based call to action to the right of the add to cart button where you can just click it add that product to your wish list and take a look at it later on now i find this effective as an experience since a it'll require your users to create an account so now you have that data which is super important and b you can set a reminder down

the road to remind customers that they have that product in their wish list that they can later on view and hopefully purchase number 10 incentives as a brand once you have a clear value proposition aka how you can ensure you're providing your customers with everything they need that's where a value or an incentive comes in now incentives are little things that can help tip the scale in your favor to incentivize your potential customers to make a purchase now when visiting inca's product page we can see in the top bar of free shipping on domestic orders

over 55 incentive now i know what you're thinking stefan every e-commerce store does this and you're right because at the end of the day it just works according to forbes free shipping is a sales incentive 88 of online shoppers want the most the idea of this incentive isn't about actually saving money but it's about the psychological perception about saving money and this approach alone can make your customers feel good about their purchasing decision number 11 customer support i find one of the biggest factors that defines whether a brand is going to be successful or not

in the long run is whether they offer good support or not now your customers want to feel special during their purchasing experience so let's take a look at this last product page for today and see how this merchant incorporates customer support here we have a jury one of the leaders in the direct to consumer jewelry business on top of having one of the best looking product pages if we scroll down a bit under the section complete the look we can see we have a call to action called need product help chat with the stylist now

and when we click on it it triggers a chat widget where customers can now ask questions as if they were shopping in store which is pretty darn cool solid support pays in dividends and the best part is it doesn't cost an army like to integrate if you're looking to achieve a similar experience as a majority example i recommend checking out gorgeous in my opinion it's probably one of the best shopify specific support apps to date there we have it these are some of the best in class product pages along with elements that made them successful

if you'd like to see even more product page examples check out the article product pages 16 best in class examples and why they work if you want to design a beautiful online store shopify is everything you need it makes selling online easy fast and scalable so if you haven't already it's time to get started with a 14 day free trial set up your store in days and bring your brand to life keep in mind building an online store shouldn't be this easy or this much fun so click the link right here to get started on

your business journey all right it's on to my favorite part of the video so let's go through some of the viewer comments and i'll answer a few of you starting off with crystal crystal waddell says so what about product landing pages don't we want to drive traffic to our products and how can you go about a b testing that is it okay to create multiple listings for one product now crystal that's a really really great question now at the end of the day your product page on your online store is a landing page in itself

and driving traffic to that specific product is also a really great idea because it prevents users from starting off at the home page going on to your collection page seeing a bunch of products and allows you to emphasize that one product you really want to get out there now when it comes to i guess a b testing or split testing that product page i would start off by going small and let's take a few elements in the product page let's start off with price and then we can maybe talk about testing our description let me

give you an example if i were to start off a b testing i want to start off small because i want to invest as least as i need to in order to make a large impact and with pricing that's probably one of the largest and smallest variables that we can easily adjust to so let's take two examples a product page with your original pricing and a product page with increased pricing but having free shipping as the messaging on that product page start off with testing those two items and see which ones will work well and

that way you don't have to invest a lot of time and energy into adjusting your whole layout just to see if you can make more sales based off it another item is your description i would maybe start off with writing two different descriptions and maybe adjusting or prioritizing different unique selling propositions of your specific product or service that you're trying to sell based off of what descriptions maybe even adjusting the tone of voice apply those two different descriptions a b test which one might work out well and just off that you'll already be making more

improved sales and more confident sales knowing that hey people like this description more than this description so i'll start off with that now once you start getting these small points adjusted to when you start making those adjustments based off of testing you'll start noticing that okay making small adjustments are attributing to more sales now that we know that let's start maybe adjusting the layout and start doing it on more of a larger scale now that we know the smaller items are attended to and start testing testing and at the end of the day never stop

testing now the last question you asked is should i have multiple different product pages when it comes to a b testing tools you don't need to have multiple different pages with different testing tools you should be able to make adjustments on the fly on one specific product page and then start making sales and start getting test results from there so hopefully i answered your question crystal because that was a really good question our next question is from frederick can you build my shopify store at the end of the day frederick i can help you get

to the goals that you're looking to achieve but my main focus is on education so i can offer as much value as i can to as many merchants if you're looking to reach out i can point you in the direction of an expert that can definitely offer you a lot of value or what i'll do as well is i'll link the shopify partners experts directory below you can find shopify partners both internationally and domestically to help you get your job done so make sure to take a look at the link below in the description and

you'll find a future expert and if you can reach out to me as well and i'll point you in that right direction our last question or comment is clayton keep the awesome videos coming well it's not much of a question but at the end of the day clayton thank you so much this channel was solely brought to offer as much value as we can to merchants to get them to succeed as quick as possible so you alone just tuning in to this video as well as offering that comment drives us that much more to offer

even more value because we at the end of the day want to see you guys succeed is the best way that we succeed so thank you so much once again clayton if you thought this video was helpful make sure to give it a thumbs up that actually helps our channel and our community grow leave your questions in the comments below and i'll try to get back to each and every one of you for more simple actionable tips to grow your online business do not forget to subscribe to learn with shopify we release a new video

each week that will help you start run and grow a successful online business so make sure you're subscribed so you don't miss out and on that note my name is stefan peralta and thank you guys so much for watching this video [Music] you