5 Tips for Creating Killer Product Pages + Examples

Your product pages can make or break your eCommerce store, so it’s crucial to design them correctly.

Ultimately, product pages are responsible for converting browsers into customers. Therefore, make sure they're attractive and contain all the information your customers need to make an informed purchase.

Implementing these five tips can help you design killer product pages that convert.

Why are product pages so important?

Product pages are vital to eCommerce stores because your customers can’t physically see or touch your products before purchasing.

As a result, you must let them know all the details about a product, so they know what to expect should they decide to purchase.

Product pages also help when it comes to your competitors.

Let’s say you’re shopping online for a new backpack. You find two websites that sell the same one for the same price. One website has one low-quality image, not much detail describing it, and no reviews on the page from previous buyers.

The other site has eight professional, high-quality photos of the backpack from all angles, including an image that shows the dimensions, product details such as waterproof materials, and weight capacity. This site also has a reviews section on the product page with photos from other buyers sharing their positive experiences with the backpack.

Which backpack would you buy?

Of course, you would buy the second one.

If you can create a better product page than your competitor's, it doesn't matter if their product is slightly better because your audience will decide where to purchase based on how well you showcase your products.

Five tips to optimize your product pages

Any eCommerce store can implement these five tips to improve their product pages, in turn, boosting conversion rates:

1. Upload stellar product photos

Most people don’t want to buy from a store with unattractive or low-quality product photos.

When photographing your products, you must remember that your customers aren’t seeing or touching your product before they purchase, so your product photo must make up for that.

In addition to high-quality images, consider uploading images from different angles or a 360-degree image to give your customers a complete view of your products.

For instance, consider Target’s product images for this backpack:

Source: Target.com

They remained consistent with the plain background used for nearly all their product photos, showed all angles of the backpack, what the inside looks like, and included a picture of what it would look like on your back.

Anyone considering purchasing this backpack has a clear understanding of what it would look like in real life.

Here are some additional tips to get the most out of your product images:

Allow customers to zoom in on product photos to see them in more detail with large resolution images.

Upload more than one product photo.

Show how the product looks and works in the real world with user-generated content from previous customers who posted a video or image using your product.

Be consistent with your photos, including lighting, sizing, and spacing.

Once you nail down your product images, you can move on to the product description.

2. Write compelling product descriptions

Generally, the length and amount of information you should include in your product description depend on its value.

For instance, if your product is less expensive, you don't have to convince your customers that it's worth the price.

If it’s a higher value item, you may have to add additional details and copy to persuade your customers that the product is worth the price.

Continuing with the backpack example, this backpack from SHEIN is relatively inexpensive, so it doesn’t need much copy.

Source: SHEIN.com

However, this luxury backpack from Louis Vuitton is significantly more expensive, so they need to work a little bit harder to convince their customers that it's worth the cost. Thus, they need additional information in their product description.

Source: Louis Vuitton

Regardless of length, your product description must include a well-written title, the price, all the main features, the materials used, care instructions, and size.

Furthermore, you should use a clear headline and bullet points to keep your product description concise and scannable.

3. Have a clear CTA

Your product page needs a call to action (CTA) to give your customers a nudge towards the action you want them to make – purchasing your product.

Thus, don’t shy away from being direct in asking your customers to purchase from your store. Have a clear and concise CTA in a prominent place on your product page.

Source: Macy’s

Consider this example from Macy’s.

The price and Add to Bag CTA use the same red color, so the customer's eye moves from the price to the CTA - you can't miss it.

4. Create a sense of urgency

A clear CTA isn’t always enough to convince the customer to complete a purchase, so you may need to give them a nudge.

You can do so by creating a sense of urgency that a discounted price won’t last long or that limited stock is available.

Source: Fashion Nova

Fashion Nova creates a sense of urgency by having a countdown clock to the end of their semi-annual sale at the top of the page, and this remains visible on every product page to remind their customers that the discounted price won’t last long.

5. Spotlight customer reviews

As mentioned earlier, having customer reviews visible on your product page is essential since word-of-mouth marketing remains one of the most effective marketing strategies.

Most people will check out the customer reviews to ponder the product's advantages and disadvantages. 

Answering these questions on your product page by spotlighting product reviews from previous customers can clear any doubts and answer any questions one may have before they decide to purchase.

For instance, many Amazon shoppers will look at the reviews before purchasing.

Source: Amazon.com

If someone is considering buying this backpack, they may wonder how the color looks in person or how much they can fit inside of it.

Having these reviews can answer those questions for prospective buyers and increase the likelihood they add the product to their cart.

Ultimately, your product page should give your customers all the information they need to make a purchase confidently.

Using these five tips, you can improve and create killer product pages that help you convert more of your store’s browsers into paying customers.

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