Conversion Optimization
17 Elements all High-Performing Product Pages have in common (Updated for 2024)
December 28, 2023
98% of shoppers don’t complete a purchase due to insufficient product information.
Moreover, 32% of shoppers are discouraged from purchasing every time they visit a brand’s website or app.
And that includes your product page—they make your visitors stop, browse, and buy.
Here’s the most essential list of product page elements you should consider adding to your eCommerce website.
1. Intention-based product descriptions
2. Eye-catching product photography
4. Transparent product pricing
12. Behavior-based recommendations
16. Humanized live chat option
17. BNPL options
1. Compelling and not-robotic product descriptions
The purpose of product descriptions is to help the customer get a deeper understanding of what they’re about to buy.
Here are the things to consider when coming up with high-converting product descriptions:
a) Benefits over features
Features mostly attract manufacturers or sellers—not customers. They are simply looking for value. The features don’t bother them as long as their problems are solved. That’s why as retailers, your job is to go beyond features and convey how the features will actually benefit them.
See how Away crafts their product copy.
Their descriptions don’t shy away from features but also generously talk about benefits (exactly why people would care to read, or even better, buy!)
b) Tell a story of relevance
Stories have been around for millennia—and for good reason. Stories help people make sense of their lives. And when it comes to product descriptions, it’s no different.
If the description helps customers visualize what role the product will play in their lives, then they’ll be more motivated to purchase it.
Which is what Harry’s does with their narrative.
The copy is targeted towards body care products. The language is simple it gets users in touch with the most important details that set Harry’s apart from competitors.
c) Provide apt keywords
Considering SEO is still a big thing to make your eCommerce product pages tick, the right keywords are essential. Keyword targeting will ensure search engine algorithms find it easy to find your pages and list them. Strategically placing your keywords is an area that you need to focus on.
Notice how Bellroy does it.
In this example of a ‘phone case’, you can find ‘phone + case’ strewn across multiple places - but not once do you feel they have been overstuffed!
d) Convey in a human tone
Outcome-focused and search engine-centered descriptions can take a hit. The reason is that real people are going to be reading about your products. So, focus on the human experience.
A quick peek at Everlane’s product description and we can observe that the copy is speaking to real people and their concerns. Exactly as it should read.
2. Well-shot, eye-catching product photography
83% of US shoppers found product images to be extremely influential in shaping their purchase decisions. Most eCommerce products find the attention of their audiences through the visual route.
Don’t stop at just a few—multiple images help convince customers more. Multiple images engage potential buyers and reduce the chances of post-purchase returns.
Reason enough for you to consider the following aspects:
a) Feature high-quality images
75% of customers rely on product images while deciding to buy. Poor visuals will hamper purchase decisions.
Feature high-quality images, start by—using 640x640 or 800x800 px for medium sized product images. For larger product images, we recommend using 2048 x 2048 px.
b) Choose appropriate backgrounds
The right kind of background effect to your images will ensure customers take your products seriously. White is often considered to be the most professional background color to work with.
See how Rudy’s displays its products against a white background.
c) Use appropriate lighting
Another factor that can make or break the way your images come across is lighting. There’s nothing quite like natural lighting—though if you have roped in an experienced photographer you could still work with artificial lighting. Whatever you choose, make sure lighting is consistent across images.
Wholey maintains this lighting standard for all their products across categories.
d) Maintain a consistent size
To do this, figure out where a particular image will go. Will it be a thumbnail or a medium-sized visual that has to capture ample amounts of detail?
Missguided has both enlarged and thumbnail versions of its product images.
e) Provide an option to zoom in
The zoom feature helps offer a real-world feel of the product to the customer. The more detail a user can see, the more likely they will be certain about making a purchase.
Briogeo does it with panache even though their images are fairly detailed: offers users the option to explore more if they want to.
3. Proactive product search—powered by machine learning
43% of the users who land on your website directly go to the site search.
Customers expect search to be more personalized leading to faster product discovery. Interestingly, personalized search can mark a 6 to 10% increase in revenue.
Here are some considerations for a robust product page search feature:
a) Keep the search box visible
Search box visibility plays a big role in how deeply users explore your product pages. This means that if your product search isn’t visible, it’s likely users will not convert as easily or even different showcased products.
Gymshark ensures the product search icon is visible at the top no matter which product page a user is on.
b) Make space for errors and autocorrect suggestions
This is key to helping your users find what they are looking for. Make sure all your products are indexed—especially those with complex names or spellings—so that they’re easily discoverable. Because no one wants to see an “Oops! We couldn’t find this” message.
Zalando was one of the very first to account for spelling mistakes made by users—to be able to return search results that are relevant and precise.
c) Factor in synonyms
If you can set up your search function to feature synonyms of various search words, the likelihood of your products being found improves majorly.
See how on Amazon, searching for tunic winter also brings up sweatshirts for customers automatically.
The idea is to avoid users from landing on an empty search results page.
d) Remember that “experience” counts the most
Winning the battle with price points is almost impossible, instead focus on creating a more personalized experience.
Forever 21 flaunts a “Shop This Look” section, for example. When a customer tries the look, the brand leads you to the products that make that look up—an incredible way to keep your customers engaged.
e) Rely on machine learning for insights and targeted actions
While there’s value in collecting reams of customer data to find out patterns and trends, it’s not enough. Only when you turn data into intelligence, would you be able to turn insights into actions.
4. Clearly mentioned product price (without any hidden costs)
Cost information on a product is an essential feature because without it, end users won’t really know the deal they are getting into. Even if they are drawn to buying a product, they may back out last minute if they see you haven’t been transparent about the price.
Here are the things to be mindful about with regards to product price:
a) Clarify the actual cost of the product
This is the least you can do to stay transparent to the customer. Why should they commit to buying something if they don’t know how much it costs?
Jeni’s mentions the price in such an unmissable way that it leaves no chance for confusion.
b) Mention additional costs
The other factor that you absolutely must mention is additional costs. Be it an extra charge for certain locations or delivery charges applicable before a certain total amount, users need to know.
See Kai Run mentions a price range where applicable so that users have an idea about what they are paying extra for.
5. Customizable sorting and filtering options
Helping users narrow down their search saves customers’ time and offers a personalized shopping experience.
Sorting helps users change the order of their search results based on the criteria they choose. Filtering simply narrows down the number of products within a particular listing, so that users can view only that which is relevant for them.
Here are a few things to remember when you’re applying sorting and filtering to your eCommerce product pages:
a) Use easily understandable language
As simple as this sounds, language plays a big role in how intuitively users can start using your filtering and sorting methods. For example, imagine how many people would be clear about a phrase such as “price ascending” in comparison to “price: low to high”. It’s anybody’s guess really! Keep it simple, keep it effective.
On Sephora, there are multiple filter categories but all of them appear as single words, being easily read and understood.
b) Make use of radio buttons
If you have fewer than 4 fields for sorting, using radio buttons is a great idea. For more than 4, you can always rely on a functional dropdown menu which offers all the options to view in one glance.
Continuing with Sephora’s example, it uses radio buttons generously across their filters which makes it easy to view results a user wants to see.
c) Introduce more “human” filters
Most brands use a predictable set of filters for their products. However, as users expect a more intuitive shopping experience, filters that are more specific and perhaps more human can also be used. “Anniversary”, “love”, “birthday”, “holidays” and “specially for” can heighten the appeal of a product.
Allbirds introduces the use context by introducing the “best for” category. Along with colors and materials, this additional filter makes it more relevant.
6. Real-time product availability indicator
It’s frustrating for customers to try to buy a product and find out it’s not available. By making product stock information available, you can help your customers complete a purchase easily.
Here are a few things to consider:
a) Offer the exact picture around availability
Users deserve to know how many items of the product they are looking at are really available. Giving them a stock count is the easiest option.
Bonne Gueule clearly states which of their stores are currently stocking a particular product. This is especially helpful for those who are looking to walk in and try on in-person.
b) Create a sense of urgency
However, it’s not sufficient to just share product availability with potential customers. People have lots of options to choose from. So to prevent them from leaving, you need to usher in a bit of urgency. Telling them how many visitors are viewing the same product or creating a “low stock” label are ideas you can try.
Notice how Retro City Sunglasses does it—at once indicating limited stock and the exclusivity of the product!
7. Easy-to-find-and-click CTAs
While creating CTAs for product pages, it’s helpful to remember that users are on a journey. They’ve come to the product page because it has incited interest or excitement and they need to be able to take some concrete action.
The most high-performing product pages follow these CTA best practices:
a) Clarify next steps to the fullest detail
The smoother you make a user’s journey onwards from the product page, the more they’ll thank you for it. And this is why “add to cart”, “buy now”, “checkout” and “continue shopping” are such necessary CTAs to have. “Save for later” and “add to wishlist” are secondary CTAs that are also growing in popularity.
b) Use “above the fold” space wisely
Your intent is to convert users into paying customers through your product pages. Now, that’s most likely when you’re able to grab all of their attention without them having to scroll. And this includes showing them all the necessary CTAs “above the fold”.
Most major retail stores—like eBay in this example—follow the rule of placing their CTAs above the fold.
8. Accurately updated contact details
This is the information users need if they are struggling with any post-purchase problems. To improve the shopping experience, here’s what you need to remember:
a) Offer the most updated info
You don’t want users to fumble around with dated information. So keeping your one-point query email and customer care numbers within view is a must.
b) Place the details where people will look
In case of complaints or urgent feedback, users want to be able to find your contact details easily. Keep it fine-print right at the bottom of the page.
Like Bon Bon Bon does it.
Do check out: 27 Ways to Boost Mobile Product Page Conversions (eCommerce)
9. A distinct discount section—easily usable at checkout
Seasonal, new launch and regular discounts are often the main reason why users feel interested to buy. Using a few relevant best practices around applying them can help you win customer approval and clock sales:
a) Have them appear as distinct and separate
Featuring your discounts as distinct information on a product page can help highlight the deal a customer is getting.
Here’s how Chewy does it. It highlights how much a user gets to save plus the extra discount they can enjoy if they become an Autoship member.
b) Make them visible in the shopping cart
Once users know they can avail a discount, they should be able to apply it instantly. Calling the discount in the shopping cart is essential.
This is how American Eagle does it. The price before the discount as well as the final price are both mentioned.
c) Feature coupon code fields at checkout
If you have to feature a range of discounts and offers, ensure you make space for a coupon code field. This will allow users to instantly apply a discount or offer as they are checking out.
Wolf & Badger offers coupon codes on the product page. Once the user has completed the “add to cart” action, they find a field where they can apply the coupon code.
Don't forget to check out the Definitive product page guide for best practices, examples, templates and more.
10. Genuine (searchable and rateable) customer reviews
People buy not just because of what they think is valuable—but when they find their choices validated by other people.
Earlier it would be friends and family, but in the age of social media, users look for customer reviews. It is a form of social proof that makes people confident about their buying decisions.
Here are some pointers to get your customer reviews efficiently working on your eCommerce product pages:
You might also like to check out: 15 Ways To Get The Most Out Of Social Proof (eCommerce)
a) Feature genuine reviews
Many businesses think they will hold in good stead only if they feature the most positive reviews about their products. However, most users are looking for a realistic picture—and sharing both positive and negative reviews can offer them an authentic opinion.
Zappos makes it immensely helpful to users by featuring both the positive and negative reviews, creating a balanced perception.
b) Use reviews as a navigation filter
Filters on your product pages contribute to users being able to navigate more easily. Using customer reviews as a filter is a helpful way to save customers’ time and help them find what they’re looking for.
Amazon was amongst the first to address this, giving users a chance to listen in to other users more deeply.
c) Offer the choice of rating reviews
Customer reviews have a greater impact when they are relevant. And what best way to make them relevant to customers than by allowing them to rate the reviews. This helps them and other customers land upon the right reviews and complete a purchase effectively.
11. Engrossing product videos that tell a story
The 2019 survey created by Wyzowl revealed that 92% of marketers consider video to be an important part of their overall strategy. And why not, videos bring alive the features and benefits of a product in the most interesting ways possible!
Here’s a quick list of pointers to consider if you’re keen on product videos:
a) Increase the chances of sharing
The way to do this is to choose a suitable length of time the video will run. You don’t want it to end abruptly and you don’t want people to get bored with its length. If people find it engaging enough to sit through, you can be sure they’ll want to share it too.
Crate&Barrel features product videos as well as an AR version of the product in the customer’s own room.
b) Give them a human touch
People love stories, whether they are reading text or watching a video. So, if you want your product page video content to do well, pay special attention to the kind of story you want to tell.
Here’s Nordstrom’s product page where it features a product video of a store representative talking about the product. A demonstration that declares the brand knows what it’s stocking and why while bringing the human element in.
Do read: eCommerce Conversion Rate Optimization: 40+ Practical Ideas, Examples, Checklists
12. Product recommendations that suit each customer’s preferences
To boost cart value, offer product recommendations that customers will find useful. Instead of generic suggestions, you can customize them based on personalization.
Here are some ideas to consider:
a) Base recommendations on user behavior and affinity
Using data that reveals product views and cart additions helps arrive at recommendations that are easier to convert. Using personalized labels like “recommended only for you” can heighten the sense of personalization.
b) Focus on increasing AOV through tactical recommendations
You can increase the average order value by throwing light on products that are usually “bought together”. While not all users may be appealed by this strategy, some will consider the recommendation as a value-add.
Design Essentials features two categories - “frequently bought together” and “customer favorites” as you scroll down on every product page.
13. Add to wishlist feature—with a share option
However minute, this is a feature that can add that extra bit of wholesomeness to the user’s experience. Wishlists help users come back to products they may want to buy at a later date.
a) Offer the option to create numerous lists
This can aid users to use personal sorting methods to keep track of the products they are eyeing. The more categories a user is able to add, the better they will be able to sort through their own choices.
b) Enable sharing of “wishlists” and “favorites”
A simple tweak to what users can do with their wishlists can do wonders. If you make wishlists shareable, you are likely to grab more eyeballs that are socially relevant to your existing users.
Modcloth makes it easy to “heart” a favorite to save the product.
14. Virtual trial rooms for a store-like shopping experience
Given that the real focus of improving product pages is to offer a wholesome shopping experience to customers, virtual styling and trial room options need to be taken seriously.
Here are some things to consider:
a) Get as close to a “real” shopping experience as possible
Introducing 360° images can offer users the opportunity to look into the details of what they are about to buy. Alongside, if you offer the options to switch colors and/or prints, this can customize the experience further.
Warby Parker offers a “Virtual Try-on” option to its customers on its mobile app.
b) Give them more reasons to buy
2D representations of the product a customer wants to buy can be uninspiring. They can appear as caricaturish and unprofessional, leading to a wrong perception altogether (even if the actual product is great).
Take a cue from brands like Sephora that are leading eCommerce into more futuristic possibilities around AR and VR. In the process, customers are finding more reasons to try new products and even make purchases off their PCs and mobile phones.
Way back in 2017, Sephora ensured its iOS app got a “virtual makeup artist” update. You can consider adding a similar feature on your product pages.
15. Social proof that highlights the positives (and the negatives)
As human beings, we are engineered to pay heed to a “trend”, whether we’re shopping online or offline. Social proof ensures people take purchase decisions seriously, which is why information around the experiences of other buyers becomes paramount.
The following example shows how Tesalate showcases social proof right where it matters on the product page.
a) Factor in the negative as much as the positive
The reason why most users depend on social proof is that they are essentially looking for a “real” picture. They want to know why others like them are leaning or not leaning towards a certain product. So as counter-intuitive as it seems, when you include negative reviews with as much gusto as the positive, chances are you’ll be trusted more.
b) Use different forms of proof to enhance trust and believability
Personal reviews are just one way to garner attention towards the popular experience of a product. Other measures of social proof like expert opinions and media mentions take the game a few steps forward.
That’s what Harvey Nichols does by offering its customers an option to get their choice reviewed by an expert.
16. A live chat option that sounds human
Most eCommerce customers count on the feeling that they can depend on the brand they are interested in or buying from. This simple addition to your product pages can increase the chances of conversion significantly—thanks to faster access to customer support and almost no wait time.
a) Make the best use of canned responses
Since reducing customer response time has to be one of your topmost priorities, review how you can use canned responses more effectively.
Typically everyday greetings, clarifying questions early in the chat cycle and standard information including names, numbers, and addresses, can be used without sounding too robotic.
Amala’s live chat is integrative and features both the option of leaving a response as well as a FAQ section that helps the user choose what they want to be addressed.
b) Utilize the option of co-browsing
Your live chat function can solve more problems if you enable it with the co-browsing option. It’s especially helpful when customers are confused about the process of virtually trying out products, requesting a replacement, or wondering how to return a purchased product.
Did we miss something out? Which product page elements are most important to you?
17. Offer BNPL options
Not all customers are ready to buy owing to finances. Offering BNPL options on your product page splits the financial obligation into interest-free payments encouraging customers to buy.
Just so you know, 48% of customers use BNPL to buy products that they otherwise couldn’t afford.
While adding BNPL options on your product page, you might want to follow these best practices:
a) Offer multiple options
Offer more than one BNPL option as it ensures convenience of choice to customers. You might want to offer popular BNPL options such as Klarna, Afterpay, Zip, etc that are popular as familiarity breeds trust.
Gymshark offers two BNPL options on its product page.
b) Specify terms of payment
You will have to specify the terms of payment on your eCommerce product page—either interest-free or installments.
As a rule of thumb, an installment plan is better for high-consideration products that involve time, money, and effort. Interest-free payments are ideal for products having an AOV of less than a couple of hundred dollars.
Peloton which sells high-end fitness equipments specifies its APR installment plan on its product page.
c) Choose a provider with high approval rates
When deciding to select a BNPL provider, go for a provider who has a higher approval rate. When a high percentage of your customers get rejected, your cart abandonment rates are bound to increase.
Choose any provider that comes close to the average approval rating of 73%.
Before you leave…
98% of visitors who visit an eCommerce site—drop off without buying anything.
Why: user experience issues that cause friction for visitors.
And this is the problem Convertcart solves.
We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversions.
How we can help you: Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions.
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