You’ve paid for ads. Invested your valuable time and hard-earned money into SEO. And hooray! You’ve managed to get people to your product pages.
But your conversions aren’t what you’d like them to be.
So what gives?
I hate to break it to you, but your product pages could be to blame.
That’s right…the very thing that should be converting your prospects could, in fact, be turning them away.
Luckily, however, we’re here to help you change that. I’ve spent some time scouring the web for the best eCommerce product pages I could find. And in this blog post, I’d like to share them with you.
For each page, I will share what works about the page and what doesn’t work. Because let’s face it: Pretty much every product page, no matter how great, could be optimized.
Hopefully my findings will shed a little light on things and help give you the inspiration you need to create the very best eCommerce product pages you can create.
1. Frank Body
Frank Body is an Australian eCommerce store that sells beauty products to young women. Here’s what the top of the product page for their Coconut Coffee Scrub looks like:
On-Brand Style & Voice
Frank Body is known for their very unique brand voice. All throughout their website, they speak the language of their audience—and this product page is no exception. Notice, for example, the use of the word “babe.” And how the product page is written in first person, as if the product itself is talking to the customer.
The language, along with the feminine, pretty pink design of the page, is completely on-brand and in tune with Frank Body’s customer.
On that note, from top to bottom, the entire product page is beautifully designed. The font is easy to read and the use of iconography and white space throughout helps to increase readability even more.
Great product pages are comprehensive; they don’t leave any questions unanswered. And that’s yet another way that this product page succeeds.
All of the product ingredients, along with the benefits of those ingredients, are listed out:
They also have a short 30-second product video, along with a how-to section and a before-and-after section:
84% of online shoppers trust a review as much as a friend. Suffice it to say that reviews and social proof are pretty essential to a product page.
Like many product pages nowadays, Frank Body shows reviews of the product at the bottom of the page. They also have a star rating at the top of the page below the product title, for those that don’t scroll all the way down to see the reviews.
Then below the review section are Instagram photos that fans have posted with the product:
What Could Be Improved
This could just be a personal preference, but I’d prefer not to have to click to read more about the product…
I think it’s a bit more user-friendly to just have the information appear as the user scrolls down the page.
Bellroy is another Australian company. But instead of selling beauty products, they sell uber thin wallets…like the Slim Sleeve:
High-Quality Videos & Images
Bellroy might just win the prize for the most fun-to-watch product videos on the web:
They also have a range of photos on display that show off the usefulness of the wallet and how much it can hold:
Upfront about delivery time and warranty
There’s nothing more annoying than thinking that shipping is free only to get to checkout and be slammed with a $10 shipping fee (I actually abandoned a cart the other day because of this).
I like how Bellroy states the shipping, delivery time and warranty at the very top of the page, so their shoppers aren’t faced with any unpleasant surprises.
What Could Be Improved
Your product benefits should be the very first things that people see on your page. On this product page, the user has to scroll down to find out the benefits of the wallet (unless they watch the video or can surmise from the photos). The page would therefore be even more effective if the benefits were stated at the very top of the page or above the fold.
Also, I like the photographs that are shown upon scrolling down, but I barely noticed the four dots and arrow on the side indicating that there was a slideshow. I also wonder how many users would actually click that arrow, assuming they did notice it. Instead, I think it might be better to show multiple photos side by side, to guarantee that users see them.
3. Daily Harvest
Daily Harvest is a frozen food company that sells organic smoothie ingredients, lattes and other food subscription boxes. Here’s a look at one of their product pages for the Chocolate Hazelnut Protein Smoothie:
State the Benefits
Unlike the previous example, Daily Harvest states the benefits of the smoothie right away. Based on the first paragraph, we know that the drink “kickstarts muscle recovery” and “keep[s] that post-sweat endorphin high going strong.”
Then just below that, they state the main benefits of the drink in iconography form. But it doesn’t end there. Just below the fold, they list out the key ingredients of the beverage, along with the benefits of those ingredients:
So they don’t just say that organic banana is one of the ingredients. They state how banana helps to “stimulate the growth of friendly bacteria in the intestine.”
They don’t just say that there’s avocado. They say how avocado “aids in detoxifying and reducing inflammation.” And so on…
Before & After Images
I also like how the product page displays the before image, of all the ingredients combined together, followed by the after shot, of the smoothie finished and ready to drink.
Judging from the first image, the prospect knows that there are no sketchy ingredients added to the drink. It also helps those who are more visual; instead of having to read all of the ingredients one by one, prospects can see them all upfront.
Say What it Tastes Like
Have you ever ordered a smoothie or drink before and wondered before ordering it: What will this taste like? Will it be any good?
Daily Harvest puts those questions and fears to rest by stating right off the bat what the drink tastes like: “Rich, nutty chocolate.”
Notice also how they don’t just say “chocolate”…rather, they use descriptive adjectives to describe that chocolate. Just reading those three simple words makes your mouth water, doesn’t it? My guess is, they also help to increase conversions: In one study, descriptive menu descriptions improved customer loyalty and boosted conversions by 27%.
What Could Be Improved
The last two images on the product page are not super convincing:
In the first image, I’m a bit distracted by the posters in the background. Not enough attention is given to the drink. I think it would be more powerful to put all of the attention on the drink and then maybe blur out the background. Also, the product page talks about how the drink helps maintain a post-workout high…so to drive that point home, they could show, for example, an image of somebody in workout gear, leaving the gym, with drink in hand.
In the second image, the focus is more on the drink, but I’m not quite sure what I’m looking at or why I’m looking at a drink on the ground…it honestly confuses me more than anything.
Fitbit is a company that produces activity and fitness trackers. And they have pretty awesome product pages…like this one for the Fitbit Charge 3:
Start Off With Benefits
Like Daily Harvest, I like how Fitbit’s product page starts off by stating the benefits of the product in a brief description:
“Understand your health and take action to improve with Fitbit Charge 3—an advanced fitness tracker that uses 24/7 heart rate & personalized insights to reveal what’s below the surface.”
Then scrolling down a bit, the user can see all of the features of the product, a gallery with more images, sizing information and specs (but the page defaults to show the features first):
I like how Fitbit doesn’t just state the product features and call it a day, like many other product pages do. Instead, they also state the benefits of every one of the features listed.
A good product page cross-sells. Cross-selling is the practice of recommending related or complementary products to shoppers, in an effort to increase average order value.
See how, towards the bottom of the page, Fitbit recommends a few accessory bands that go well with the product:
Then below that, they suggest more related products:
And below that, they encourage their shoppers to continue browsing with a “keep shopping” call-to-action.
Bottom line? They never stop selling. And neither should you.
Remind Users of Perks
Sometimes, your prospects just need a little nudge in the right direction. Like a reminder of the perks that you offer.
Fitbit does this at the very bottom of the product page, just before the footer:
So in case the user gets to the bottom of the page and isn’t convinced yet, they are reminded once more of why they should shop at Fitbit.
What Could Be Improved
I love the lookbook page. But I find it a little confusing and distracting how there are two separate pages for the product (one that is the actual product page and one that is the lookbook page). As a shopper, I think it could be easy to get lost on the lookbook page. For that reason, I’d prefer to have everything on one page and eliminate the lookbook page altogether.
To that end, I love how the lookbook page shows the product in motion and would love to see that on the actual product page. As it is now, in order to see a video of the product on the actual product page, the user has to click on a tiny icon at the top of the page and then proceed to click the “play” button…a lot of work for the user, if you ask me:
5. Athletic Greens
Athletic Greens is a green powder food supplement company. Currently, they only have one product (and product page):
First impressions are everything, which is why the importance of a beautifully designed product page cannot be overstated.
So what makes this product page beautiful? The colors are attention-grabbing and on-brand; the font is large and easy to read; the formatting and use of icons make the text easy to digest; and there’s tons of white space throughout the page.
Before commiting to a subscription, many people want to know what they’ll be saving. Athletic Greens breaks it down for their readers just below the fold:
They don’t just compare the total cost of a trial to a subscription—they even compare the cost of a single serving. Paying $2.57 for a beverage sounds like a pretty good deal, doesn’t it?
For those who want to learn more about what exactly is in the product, there’s a separate Ingredients & Benefits page. On that page, they also share what makes Athletic Greens different from its competitors:
From the pricing and subscription information to the ingredients and benefits, this product page leaves nothing out.
What Could Be Improved
I’d like to see the benefits of the product stated right away, instead of halfway down the page.
Also, it sounds like there is a powerful story behind the founding of the company. Given that stories help to increase conversions, it might be most effective if that story were also placed towards the top of the page.
Allbirds is a direct-to-consumer company that sells eco-friendly, comfortable footwear, like these Women’s Wool Runners:
Clear Unique Selling Proposition
If you claim to be “the world’s most comfortable shoes,” as Allbirds does, then you’d better find a way to prove it. And they do.
Throughout the page (and even in the product name), Allbirds reiterates the “wool” that they are known for, which helps to support their claim for being “the world’s most comfortable shoes.” I mean, how can you not want to wear a shoe that comes from this:
Looks pretty comfy, huh?
It’s also nice how they explain where the wool comes from. And in case Allbirds’ shoppers have any concerns about the comfort of the wool, they assuage those fears by claiming that it comes “without an irritating scratchiness.”
The brand also reiterates the fact that they leave a “low carbon footprint” on the earth, which turns out to be one of their main selling points. One fan even claimed, “I don’t feel bad buying multiple pairs of them because they are eco-friendly and they’re sustainable.”
Recommend Shoppers Size Up
It’s nice when you’re shopping and the store just makes things a little bit easier for you, isn’t it?
Like how Allbirds recommends that their shoppers who are between sizes go a size up:
It’s little things like that that add up and lead to a positive user experience.
Once again, that social proof is pretty powerful. So powerful that I was actually tempted to buy a pair of these shoes after seeing other fashionable Instagrammers sporting them:
What Could Be Improved
I love how Allbirds shows all of the product benefits in iconography format:
But I think it’s a shame that the benefits are at the very bottom of the page; I would probably swap this section with the Instagram section.
At the very bottom of the page, they could also take advantage of cross-selling or upselling to show their shoppers similar products that they might be interested in.
Thirdly, there is a bit of social proof on the page (the Instagram photos), but no reviews, which is surprising for such a popular product that has had a ton of press:
In addition to reviews, they should also add more practical information at the top of page, like shipping cost and delivery time.
Finally, shoppers are probably also curious to know about the longevity of the shoe. How long can one expect them to last with regular use? Is there a guarantee? These are just a few questions that their potential buyers (including myself!) inevitably have.
Lesson learned here? Anticipate all of the questions that your shoppers might have about your product—and answer them on your product page. Because if your shoppers cannot easily and quickly find out the answers to their questions, they’ll likely end up just abandoning the page and shopping elsewhere.
7. Flat Tummy Co
Flat Tummy Co sells detox teas and meal replacement shakes that help women debloat. Here’s a look at their product page for their Flat Tummy Tea:
Speaks to Specific Audience
An effective product page speaks to one person and one person only. Here, Flat Tummy Co speaks to young women who frequently feel bloated.
Notice how they use their prospect’s language throughout:
“We get it, you want to get a flat tummy. Bloat’s a bitch and so is feeling sluggish. Don’t worry, we’ve got your back and yep, we’re gonna help you get back on track.”
Solves a Problem
Right off the bat, Flat Tummy Co talks about a problem that many women face (feeling bloated and sluggish) and comes up with a solution to that problem (their product).
The social proof on display helps to add credibility and further the problem-solving claim:
Flat Tummy Co relies on an effective storytelling technique, where bloating is the villain, the customer is the hero (demonstrated by the before and after photos) and the product helps the customer get there.
What Could Be Improved
I don’t know about you, but I wouldn’t buy any food or drink product online unless the ingredients were listed upfront. Unfortunately, Flat Tummy Co doesn’t do this, which is bound to hurt their conversions.
It would also help to put the shipping information at the top of the page, by the “Buy now” button, instead of at the bottom by the footer.
On top of all that, I found the programs to be confusing…what does the “subscribe and save” option mean exactly? How long do shoppers have to subscribe for or can they cancel at any time? Is there a free cancellation fee? What’s included in the subscription? Why is the “subscribe and save” option more expensive than the 4-week program option if it’s supposed to “save”?
All of these questions should be answered somewhere on the page. As it is now, users have to click on the small link, “View subscription terms,” which leads to a super text-heavy, non user-friendly page, where the subscription terms read as such:
First of all, why make things more complicated by taking shoppers to a separate page to tell them all of this? Secondly, the terms are very vague. What does “about every 4 weeks mean”? Thirdly, none of the above questions are answered! And finally (and perhaps most importantly), they speak to their prospects in a much more formal, distant tone than the one they used on the product page.
Throughout the product page, Flat Tummy Co speaks to their prospects like friends. But then on the Subscription page, they do a complete 180 and speak to their readers as if they are just buyers taking part in a business transaction. The drastic change in voice makes them seem fake and inconsistent.
Author, Dan Ariely, would probably agree with me. In his book, Predictably Irrational, Ariely talks about the importance of keeping market and social norms separate. Nowadays, many businesses rely on social norms to sell to their customers; they talk to their customers like friends, instead of buyers. The problem is when brands use social norms and then suddenly switch to market norms, like Flat Tummy Co does here. As Ariely claims, this can destroy customer trust.
8. Function of Beauty
Function of Beauty sells personalized shampoos and conditioners for women. They’re unique in that they don’t have a real product page—instead, they require their shoppers to take a quiz in order to find and create the shampoo and conditioner that’s best suited for them. It works like this:
As of 2015, Deloitte found that ⅓ of customers want products that are personalized to them. Given the way that things are currently trending, I would only expect that number to increase.
By providing their customers with unique, customized hair products, Function of Beauty makes their shoppers feel special. And who wouldn’t like that?
Function of Beauty could have created individual product pages catered to different hair types. But the quiz aspect makes shopping much more fun and exciting. So fun that, when filling out the quiz for purposes of this blog post, I got a bit carried away and forgot to take screenshots the first time around!
What Could Be Improved
Just like in the previous example, I’d like to see more information about the hair products, like how they are made and the ingredients that they are made with.
Perhaps, at the end of the quiz, after the fun is over, they could include that information.
Conclusion: Best eCommerce Product Pages
Creating any old product page is easy. But creating a beautifully designed, well-written, high-converting product page? That’s not so easy.
Hopefully these examples have given you a bit of inspiration of what to do and what not to do when building your product pages. So that maybe next time around, your store will take the crown for the best eCommerce product pages.
Don’t be afraid to step outside of the box and do things a bit differently, like Function of Beauty has done. But keep in mind that whatever changes you implement should always be tested. Ultimately, that’s the only way to really know what’s actually working for your audience and what’s not.
Need a little help with your product pages? You’re in the right place. We’re an eCommerce web design agency, plus we offer results-driven eCommerce marketing services—so you can count on us to create the best eCommerce product pages on the web. Get in touch to find out how we can help.