What makes a great product page? 5 examples from top Shopify stores
Your product pages are the heart of your Shopify store. They have all the information, pictures, pricing, and even the “Add to Cart” button that turns a browse into a purchase. Product pages are often the deciding factors for customers. No matter how good your brand looks on social media, or even if your product is featured on an influential site, it’s the product page that customers will ultimately see before they make a purchase.
In fact, product pages are so important, that 69% of consumers in one survey said that they’d previously left a product page and abandoned a purchase because the page didn't have enough information or details. And this ranked higher as a reason for abandonment than even a high price tag.
So it’s safe to say that if you want to boost conversions, you need to have a slick product page with the right information. Today, we’re going to do a little bit of “show and tell”, with 5 great examples of product pages from some top Shopify merchants.
#1 - Verve Coffee
When creating a product page, you need to consider the full spectrum of customers who may visit your website. For example, some will have different types of purchase intent; they may be buying for themselves, or as a gift for someone else. Or it may be a difference in what details matter depending on each individual customer’s level of product knowledge.
Verve Coffee’s product page accounts for this difference in knowledge and intent. They give good, easy to understand details at the top of the page, covering the basics any customer would be interested in. This includes the roast and flavor profile, price, and so on.
Whether a customer is brand new to coffee, or a veteran caffeine addict, these details are easily understood by anyone. Should a customer want more detail on the background of the coffee such as the producer, where it was sourced etc.
Moreover, they also give advice on how best to brew this particular variety of coffee.
This is valuable information for both newcomers and experienced coffee lovers, as it can help the former get the best out of their coffee and the latter the more geeky details they’ll want. The Call-to-Action, pricing, and review summary also follows as the customer scrolls through the product page which is a great way to improve the page’s user experience and encourage conversions.
Further down the page, the customer is also given product recommendations and reviews - two essential product page features.
Verve provides customers with an excellent user experience, designed to be accessible to anyone. All the details they include as part of their page such as product background and brew methods will also benefit their store’s SEO.
#2 - Atoms
When buying something online, customers don’t get that tactile experience they get with in-person shopping. They can’t see the product, how it looks on them, what the materials are like etc. All they have to go on is whatever you include on the product page. Which is exactly why the images and other media you include on a product page matters so much, especially when it comes to something like apparel.
Atoms’ product pages are packed with photos, demonstrations, and videos, to give customers shopping online as much visual information as possible.
It can be tricky to imagine the fit of a shoe when you’re just looking at product shots, so by having a video right away on the page, customers can see what Atoms look like when worn. They’ve also included a variety of different images that show every angle, from the side profile all the way to the sole. The product summary description gives all the essential information along with a list of key features.
There will be many customers for whom this information is enough to make a purchase. However, if they made a bit of extra convincing, Atoms includes even more information as you scroll down the page.
This provides further detail on the materials, their benefits, and uses. Having this will also add to the page’s SEO, targeting different keywords they may not be able to cover in a short product description.
Another issue a customer may run into when shopping with a brand like Atoms, is trying to decide which shoe suits their needs. To help tackle this, Atoms add a comparison table which shows the key differences between their different products.
They also add an FAQ section to target common questions, as well as reviews. This gives customers all the information they could possibly need to learn about the product, answer their questions, and make a decision to purchase the product.
#3 - Homesick
While some products may require a lot of detail, others benefit from a more minimalist approach to product page design. Homesick sells premium, soy wax candles designed to smell like memories and places. Candles are typically something which a customer is familiar with, they just need to choose the fragrance or theme they like best. Therefore, Homesick’s product pages have a simple, straightforward layout, with the essential information that their customers need to make a purchase.
On desktop, the first features on the product page are those which matter most to their customers - the candle itself, a collection of different images, pricing, recommendations, and personalization.
Homesick’s product is all about memories and reminding customers of a place or an activity. Therefore, it’s safe to assume that gifting will make up a sizable portion of their customer base. For instance if you know someone who is originally from Boston and you want to get them a meaningful gift, a candle that’s been developed with the smells of the city will be ideal. So, they offer the option to personalize the candle. Equally, it offers greater flexibility - if a customer likes the sound of the scent, but not the memory or place the candle is named for, they can change it to suit their needs.
Product recommendations are higher up this particular product page layout than most others. This is to catch the attention of their customers right away with a suitable alternative product, as well as a product care accessory that will be beneficial to their experience with the product.
As we come to the description, Homesick keeps it simple and describes the scent of the candle as well as the product’s materials.
With the previous product being shoes, it’s much more likely that the customer would need lots of information to make a decision. With something more simple and widely understood like a candle, too much content can become overwhelming and unnecessary. All of which is to say that the quantity of content should depend on the product at hand, rather than trying to stuff every product page with lots of information. Consider what information and features your customers will actually need, and what they will expect from a product page for your niche.
#4 - Ring
Shopping for anything tech related is bound to end up with customers down rabbit holes of reviews, advice articles, comparison sites and more. Typically, there will be higher costs associated with the purchase, and will be something the customer uses frequently. Therefore they want to be certain that they’re making the right choice.
Ring makes home security systems so that when there’s a knock at the door, you can see who’s there before you even get up to answer. Their products have all different features, accessories, alternative products, and more, so they need a product page that’s going to give customers all the information they need.
Ring’s product pages are packed with information, images, videos, product recommendations, demonstrations, and more. Depending on which version of their doorbell you opt for, the top of the page will be populated with compatible device bundles, so customers can add everything they need to their cart. Rather than going to each individual page and trying to work out for themselves what they’ll need, Ring makes it simple to get everything at once.
As you scroll down the page, they offer additional product recommendations, a demonstration video, and information about their companion app that adds to the product experience.
To really seal the deal, the product page also has a product comparison section so customers can select the best Ring product for their needs. It also helps to show what other products offer, if the customer has landed on that specific page from a search engine or other source.
There is also a technical section as well as FAQs, so that customers have every piece of information in one easily accessible hub. They don’t need to go to another page to see the FAQ, they don’t need to hunt around for technical specs, they just scroll down the product page.
This is an excellent example of providing a straightforward yet content and value packed product page perfectly suited to the target audience.
#5 - ThirdLove
Some products are easier to choose online than others. Picking your size of t-shirt, for example, or sneakers. Others are a little trickier. Take bras for example - an essential item for many, but notoriously difficult to pick the right size. According to ThirdLove, as many as 80% of women wear the wrong bra size. This makes it even more difficult to order online as customers can’t try on a few different sizes before they buy, or get assistance from a bra fitter. ThirdLove’s product pages are designed to combat this issue in a unique way while providing all the essential information a customer needs.
Product images are clear, with both flat imagery and try-on to demonstrate the fit and shape of the bra. They also offer images of different sizes, so customers can picture the fit more clearly. ThirdLove also has a very clear, easy to navigate product selector, as well as a CTA for customers to “get the set”, upselling them on the matching underpants for the bra.
One of the most important and unique features of this product page, is the option to take ThirdLove’s quiz to find the perfect fit.
This tackles those key issues of customers perhaps not wearing the correct size, and not being able to try on products before purchase. It also creates a more engaging and personalized customer experience, boosting that positive customer relationship before a purchase is even made.
User generated content is also a great way to add more value to a product page, especially for apparel. A product image is designed to show the product in the best light possible, but a customer selfie feels more “real” to a customer. It’s not tweaked and edited by the brand, and can be a good way to show what the product looks like in a real-life context.
Add product reviews to the bottom of this page, and you’ve got a lot of material to convince a customer to make a purchase.
No two product pages are built the same, and it’s important to understand what features and content works best for your customers and products. By considering what your audience wants and giving them the tools and information they need, you’ll have a better customer experience, which will improve conversion rates and boost customer satisfaction.