Each visitor to your site is on a journey, and your product page is a crucial pit stop. It’s where they decide whether to take the leap and make a purchase or to bounce off to another site. It’s safe to say that, in order to survive in the e-commerce space, you need to make your product pages as engaging, intuitive, and persuasive as possible.
To achieve that, we’ll help you with some proven web design strategies that hold the potential to transform product pages into conversion powerhouses. We’re talking about making them not only visually stunning but also user-friendly and strategically crafted to guide your customers smoothly toward that all-important “Add to Cart” button.
8 Best Product Page Web Design Tactics
Let's explore some best tactics for product page design:
Table of Content
- 8 Best Product Page Web Design Tactics
- 1. Include UGC in Product Reviews
- 2. Display Images and Video of the Product Being Used
- 3. Avoid UI Clutter to Boost Engagement and Highlight Conversion Elements
- 4. Be Smart About Cross-Selling
- 5. Clearly Address the Most Common Conversion Obstacles
- 6. Cater to Mobile Shoppers
- 7. Generate Emotions That Support Conversion
- 8. Prioritize Page Performance in the Development Phase
- Final Thoughts
1. Include UGC in Product Reviews
If you want your visitors to believe what they see on your website, you need to go the extra mile with social proof. When you allow existing customers to upload images and videos of them unboxing and using their purchase, you don’t only get a review but a vote of confidence.
Here’s how to get everyone who buys from you to create social proof for you:
-
Make it easy and enticing for customers to share their experiences. Offer a simple upload feature on your review platform and consider incentives like discounts or loyalty points for those who include visual content.
-
Ensure the uploaded content is appropriate and valuable. Set guidelines for what constitutes a helpful review and regularly monitor submissions.
-
Feature the most helpful and high-quality UGC prominently. This could be on the product page, in a dedicated gallery, or even in your marketing materials.
-
When customers take the time to upload content, acknowledge their effort. Responding to reviews, both positive and negative, illustrates your appreciation for feedback and how committed you are to improving customer service.
Take a cue from GoPro, the famous action camera brand. Access one of their cameras product pages, and you’ll immediately notice the UGC. You can see how user reviews often include images of the product right in the hands of customers.
Image source: gopro.com
This visual proof boosts the credibility of the product and gives potential buyers a real-world glimpse of what they’re about to purchase. It’s a testament to how integrating UGC can build trust and authenticity, making it a powerful tool for conversion.
2. Display Images and Video of the Product Being Used
High-quality images are always a must, but let’s take it a notch higher. Your product gallery should be a visual story, showing your product in action. This is especially crucial for online shoppers who rely on these images to understand how the product works and if it fits their needs.
Here’s how to craft high-converting product galleries:
-
Include a mix of close-ups, wide shots, and angles that showcase your product in use. Ensure these images are high resolution to allow for zooming and close inspection.
-
Demonstrate the product in various real-life situations. This helps customers visualize its application in their own lives.
-
Incorporate videos demonstrating the product in action. A good product video can bridge the gap between online browsing and the physical experience of the product.
-
Show the product being used by real people. This adds a human touch and helps potential buyers relate more to the product.
-
Ensure that your high-quality images and videos are optimized for quick loading. Slow-loading galleries can deter potential buyers.
If you create your website using Dorik AI, the best AI website builder in the market, you can easily exhibit your product image using the Gallery element. Besides, the AI image generator will allow you design your own product images. All you need is to write a prompt describing your need.
A prime example of this strategy in action is seen with Breville, a brand known for its state-of-the-art kitchen appliances. On their coffee machine product page, they’ve added a gallery that includes high-quality videos showing the product being skillfully used.
Image source: breville.com
This approach highlights the product’s features and educates the customer on its use, adding to the overall appeal and functionality of the product. Breville’s attention to detail in their visual content truly enhances the online shopping experience, making it easier for their customers to find a product that satisfies their needs.
3. Avoid UI Clutter to Boost Engagement and Highlight Conversion Elements
Less is often more. A product page should be a harmonious blend of various UI elements, but the key lies in not letting them compete for attention. The goal is to create a space that’s informative yet uncluttered, guiding the visitor’s focus to conversion-centric elements.
Here’s how to design your product pages with UI in mind:
-
Identify which elements are critical for conversion – like the “Add to Cart” button, product images, and price. Ensure these are prominently displayed and easy to find.
-
For detailed information like product specifications or FAQs, use collapsible sections. This keeps the page tidy, allowing users to access information as needed without overwhelming them.
-
Use a consistent color palette, typographic elements, and UI elements. This creates a cohesive look and prevents visual confusion.
-
Utilize whitespace effectively to separate different elements. This makes the page look cleaner and improves readability.
-
Ensure that the navigation is intuitive and doesn’t distract from the main content. Limit the number of menu options and use clear labels.
Transparent Labs, a natural sports supplements brand, uses this approach brilliantly on this page. They’ve adeptly incorporated collapsible content elements, allowing visitors to effortlessly access the information they’re most interested in.
Image Source: transparentlabs.com
This design choice keeps the page streamlined and focuses the user’s attention on the product and its purchase options rather than overwhelming them with too much information at once. Transparent Labs shows that a well-organized UI can significantly enhance user engagement and lead to better conversion rates.
4. Be Smart About Cross-Selling
Cross-selling is a delicate balancing act. It’s about making suggestions that feel like natural extensions of the customer’s purchase rather than forced sales pitches. The trick is to make the process of adding another product to the order both obvious and effortless for the shopper.
Here’s how to implement this tactic:
-
Ensure that the products you’re cross-selling are relevant to the item being viewed. This could be accessories, complementary products, or items frequently bought together.
-
Place cross-sell items in locations where they’re easily noticed without interrupting the shopping process, like below the product gallery or on the checkout page.
-
Explain why the customer should consider the additional product. Highlight how it complements or enhances the main product.
-
Make adding the suggested item to the cart a one-click affair. This reduces friction and makes the decision easier for the customer.
-
Use customer data to personalize your cross-sell recommendations. This increases the likelihood of the additional product being relevant and appealing.
Sephora, the renowned cosmetics brand, has mastered this tactic. On their foundation product page, they skillfully suggest a makeup brush that complements the foundation. The recommendation isn’t random but a thoughtfully chosen accessory that enhances the use of the main product.
Image Source: sephora.com
This logical pairing gives customers a compelling reason to consider the additional item. Sephora’s approach to cross-selling is intuitive and non-intrusive. It adds value to the customer’s purchase decision, making it a win-win for both the brand and its customers.
5. Clearly Address the Most Common Conversion Obstacles
Online shopping is a leap of faith, and shoppers are often hesitant due to concerns about refunds, returns, after-sales service, and shipping costs. Addressing these worries upfront can significantly lower the perceived risk, paving the way for a smoother conversion.
Here’s how to remove some common conversion obstacles:
-
Make your return and refund policies clear and easily accessible. Place this information where it’s most relevant – on the product page itself.
-
Provide detailed information about shipping costs, delivery times, and any shipping promotions (like free shipping over a certain amount).
-
Assure customers of your commitment to after-sales service. Include information about warranties, customer service contact details, and support hours.
-
Consider adding a FAQ section on your product pages that addresses common concerns related to refunds, shipping, and support.
-
Be upfront about any additional costs or potential delays. Customers are more likely to develop trust in a brand that prioritizes transparency and doesn't hide information.
Gymshark, a workout clothing brand, is a stellar example of this strategy in action. On their zip-up hoodie product page, they prominently display useful information regarding shipping, delivery, and returns.
Image Source: gymshark.com
This immediate visibility of vital information reassures customers, reducing the anxiety associated with online purchases. By proactively addressing common conversion obstacles, Gymshark enhances customer confidence, which is key in driving successful conversions.
6. Cater to Mobile Shoppers
Today’s fast-paced lifestyle nudges more and more customers to shop on the go, making mobile shopping a necessity for ecommerce brands. This requirement indicates that all of your product pages should be optimized for seamless purchasing on various smart devices.
Here’s how to design with mobile in mind:
-
Make sure your website uses a responsive design that automatically adjusts to fit the screen size of whatever your visitor is viewing the page on.
-
On mobile, space is limited. Opt for a simplified navigation menu that makes it easy for users to browse and find products.
-
Optimize images and video for faster load times. A simple compression can go a long way towards improving performance without compromising quality.
-
Design your UI elements to be easily clickable with a finger. This includes larger buttons and comfortably spaced links.
-
On smaller screens, prioritize the display of essential information like product images, prices, and CTAs.
A prime example of mobile optimization done right is Showpo, an online fashion retailer. Their wedding dress product page looks fantastic on mobile. It shines with an uncluttered UI, where secondary sections are collapsible, allowing the products and crucial information to take center stage.
Image Source: showpo.com
The ease of navigation, optimized images, and clear CTAs on Showpo’s mobile product pages make for an enjoyable and efficient shopping experience, perfectly catering to the modern mobile shopper.
Related Read: 30 Best Wedding Website Examples To Get Inspired
7. Generate Emotions That Support Conversion
Tapping into shoppers’ emotions can be a potent tool for B2C brands. Emotions like FOMO, urgency, and scarcity can be subtly integrated into your product pages to encourage quicker decision-making and increase sales.
Here’s how to integrate emotional stimuli into your product page design:
-
Create a sense of urgency by showing that certain deals are available for a limited time. Use countdown timers to reinforce this.
-
Indicate limited stock availability to tap into the fear of missing out. Phrases like “Only a few left in stock” can be very effective.
-
Offer exclusive deals or discounts to create a sense of privilege and urgency. Make sure these offers are prominently displayed.
-
Use customer reviews and ratings to generate trust and a sense of popularity around your products.
-
Use compelling visuals and persuasive copy that evoke emotions, whether it’s excitement, happiness, or a sense of belonging.
-
Display notifications of recent purchases to create a sense of popularity and urgency.
Bose, renowned for its audio accessories and equipment, exemplifies this approach on their Bluetooth speaker product page. They effectively notify customers that only a few units are left, instantly creating a sense of scarcity. Additionally, they highlight that the discount on offer is for a limited time, adding a layer of urgency.
Image Source: bose.com
This combination of scarcity and time-limited offers not only captures the customer’s attention but also accelerates the decision-making process, enhancing the likelihood of conversion.
8. Prioritize Page Performance in the Development Phase
Online, speed is king. A fast-loading page is more than just a convenience – it’s critical for driving conversions and keeping potential customers engaged. The link between page load speed and conversion rates is well-established: the faster your page, the better your chances of making a sale.
Here’s how to make your product pages load faster:
-
Use image compression tools like
-
Reduce the number of elements on your page, like scripts, images, and CSS files. Combine multiple stylesheets into one and use CSS sprites to reduce image requests.
-
Use lazy loading for images and prioritize loading elements that are visible to the user first (above the fold).
-
Enable browser caching. This allows visitors’ browsers to store certain parts of your site so they don’t have to reload everything with each visit.
-
Minify and combine CSS and JavaScript files. This reduces the size of each file and the total number of files.
-
Regularly test your website’s speed using tools like
By prioritizing page performance from the get-go, you’re setting up your product pages for success. It’s all about creating that smooth, seamless experience so your potential customers can’t help but convert.
All the web pages built with Dorik loads faster.
Final Thoughts
As you go through these powerful tactics for optimizing product pages, remember that at the core of all these strategies lies one goal: creating a seamless, engaging, and persuasive shopping experience that leads to conversions.
The journey to creating the perfect product page is ongoing, and there’s always room for innovation and improvement. Keep testing, learning, and evolving.
Now, go ahead, start applying these tactics, and watch as your product pages transform into conversion magnets.
