Effective product page examples and why they work
Effective product pages are an integral step in a sales funnel. When done correctly, they inspire customer trust, communicate a product’s unique value, help increase click-through rates to other recommended products, and can even contribute to better search rankings. And above all, they sell.
But no matter how fantastic your product is, designing high-converting product pages can be really hard. There are a lot of product details, technical specifications, and company values that need to blend seamlessly into a functional and user-friendly experience.
This can be especially true for ecommerce brands. The buyer journey in B2C business models is usually short, so product pages need to engage and convince the shopper quickly. Most B2C brands also have a long list of competitors, so consumers are less likely to put up with a poor ecommerce experience.
Thankfully, overcoming these challenges is made easier by studying pages that are already working well. If you’re looking for some actionable inspiration, check out 15 unique product page examples that exemplify a deep understanding of the product, masterful copywriting, expert UX design, and a willingness to think outside of the box.
In this post, we’ll look at pages from:
- SCUF Gaming
- Shinola Detroit
- Yakima Chief Hops
- Poly & Bark
- Nothing New
- Unicorn Distillery
We’ll also discuss:
Manitobah is a mukluks and moccasins brand committed to empowering indigenous communities and preserving the environment by upcycling animal by-product from the food industry. The company’s sustainability efforts appeal to their environmentally conscious audience, and the product pages reflect Manitobah’s values for functional and ethical design.
The product overview keeps it simple with a horizontal tab submenu, reducing visual clutter. From material details to the product’s temperature rating, customers can learn everything they need to know easily and quickly, and the page provides an enticing upsell option just above the CTA.
Further down the page, the background video highlights important new features, and stunning product photography accentuates the natural texture of the footwear. Images change based on color selection at the top.
Scrolling down the page reveals more product features, an intro to the creators, and customer testimonials. Manitobah creates a personal connection between the customer and the beadwork artist by sharing their story as an indigenous creator while simultaneously highlighting the brand’s impact on indigenous communities.
This product page works because the audience values authenticity and quality, and Manitobah showcases all of these attributes without sacrificing scannability. Highlight the story and the people behind your products to make a personal connection with your audience.
Bellroy creates bags, wallets, and accessories for customers with active lifestyles. With its environmentally conscientious audience in mind, product pages echo the brand’s appreciation for clean and functional design.
Bellroy’s product page uses a scannable layout that doesn’t sacrifice details while its images and videos showcase the accessory’s multifaceted functionality. Product overview copy provokes the viewer’s adventurous side while offering straightforward, comprehensive material and color customization.
A product feature section below the item description uses icons to draw attention to attributes like the soft-lined sunglasses pouch and expandable storage. Scrolling further down reveals numerous product use cases, including a silent video demonstrating the unique magnetic clasp.
Bellroy’s product page works because every visual and textual element focuses on the product’s real-world usability and quality features. Remember that the design and layout of the page is itself a statement of your brand values.
Glossier is a personality-packed cosmetics brand. Its product pages use an understated color pallet to maximize the visual impact of the product itself. This balance of whimsy and grace echoes in product pages that help customers get in touch with their bold sides.
Everything above the fold immediately establishes Glossier’s playful personality with casual language, scribble-style color samples, and beautiful product images. The site also provides a convenient “contact us” widget that makes it easy for customers to get answers to any questions they may have.
Glossier’s “Good to know” section uses icons to highlight key features — including how products are vegan and cruelty-free. This is a great idea because a study by Frame.org stated that “77% of respondents cite ‘not tested on animals’ as a factor in their decision to buy a cosmetic.”
Product pages also make use of social proof with a “review highlights” section, where the brand shares glowing customer testimonials. Leaning into this feedback — instead of trying to come up with tons of product copy — shows that the cruelty-free cosmetic brand has a great track record, which inspires trust with potential customers.
Glossier’s product page works because it connects with the target audience’s youthful spirit and personal values while giving them the information they need in a clean and elegant UX. Review customer profiles and client personas and make sure your product pages highlight what they feel is important — in your product and your company’s values.
Missguided is a clothing brand that transforms bold fashion into sustainable style. The company’s environmentally conscious mission translates into product page design that attracts consumers who want great fashion that’s ethically manufactured.
As with so many effective product pages, Missguided makes an impact with simplicity. However, what sets the fashion brand apart from its competitors is its product description. Focusing on sustainability instead of product features, most of the copy describes environmentally friendly processes that mitigate energy, water, and textile waste by upcycling pre and post-consumer materials. If viewers would like to learn more about product details, they can click on the “read more” button.
Scrolling down displays similar items, an option to “shop the look,” as well as products that other shoppers with similar browsing trends viewed.
Missguided’s product page works because the brand understands its audience wants to celebrate style without sacrificing the environment, and so the company ensures this value is center stage. Try dedicating one review of your product pages exclusively to simplifying the content on the page.
Rareform is, in many ways, a lifestyle brand that’s all about sustainability — and fun. This company makes bags of all shapes and sizes out of recycled billboards, and the functional boldness of the brand and products is reflected in the product page design.
There’s so much going on above the fold — all the images the user needs, a star rating to emphasize social proof, a bright yellow CTA button, multiple payment options, and more. A small “This product is one of one” callout uses the psychological trigger of exclusivity in a fun and ethical way. Each bag is unique, and the product page makes sure the customer knows that.
The very next panel highlights the sustainable focus of the brand and the bag. Rareform reminds users that not only are they getting high-quality products, but they’re also making a good choice for the environment — and it’s worth the vertical space to do so. A Global Sustainability Study recently found that “sustainability is rated as an important purchase criterion for 60% of consumers.”
Next, consumers are reminded that they’re getting a one-of-a-kind bag, and the page wraps up with an FAQ that creates a great experience on the page. Finally, the viewer is greeted with detailed customer reviews — most of which are glowing.
Rareform’s product pages work by creating a unique urgency and tapping into the target audience’s deeper values. Your products may not all be “one of one,” but consider ways that you can create a sense of urgency on your product pages.
Bite is another lifestyle brand focused on sustainability and specializing in oral hygiene. The brand is about reimagining some of the most everyday consumer items in a clean, simple, environmentally friendly way, and its product pages communicate the same values.
There are a lot of details in that first view of the product page, but they are so well organized that the experience is not overwhelming. Five stars at the top emphasize social proof again, customization options are easy to find and select, and the emoji next to the product features breaks up what could be a lot of dull text.
One feature that really makes these product pages work is that, as the user scrolls, those purchasing options — flavor, size, and the “Add To Cart” button — move to a bar at the bottom of the screen that follows users as they move down the page.
And while Bite provides a lot of content on its product page, none of it is wasted space. Bite is asking users to make a big shift to a new form of toothpaste, so the product page helps users understand why it’s important and how to use the product.
From imagery to page features to copy, the product page works because it reinforces the value of the product as a lifestyle choice and makes it easy to get started. Explore the capabilities you have to keep the CTA on your product pages accessible as your audience scrolls and make sure you’re answering every question they may have.
7. SCUF Gaming
SCUF Gaming creates high-performance video game controllers that are favored by most professional e-sport players around the world. These controllers are so innovative they represent more than 150 patents, and SCUF demonstrates that same innovation and aesthetic emphasis on their product pages.
The purchasing experience on SCUF’s product pages echoes the unique and customizable experience its audience gets with the game controllers. The top panel is a blank slate — text is limited to the necessary details, and the image is a user-controlled 360-degree view. SCUF knows its audience, so the page immediately demonstrates how users can customize the product.
The rest of the page is similarly streamlined. Large images — blended with slow-motion video — create a visually immersive experience of key features and design considerations. Rounding out the UX, technical details are available in collapsed panels at the bottom of the page.
SCUF product pages work because the brand understands what does — and what doesn’t — set it apart from the competition, and it has re-created that experience in its product page design. As you consider design and UX options for your product page, give a lot of space and design to what makes your product truly unique and deprioritize some of the standard features.
Lovesac creates plush, beanbag-looking furniture that provides durability and style. This focus on comfort is reflected in inviting product pages that put the customers’ unique lifestyles at the core of its design.
An innovative element of Lovesac’s product page is the virtual showroom that helps close the gap between the online and in-store shopping experiences. Additionally, the unique sizing selection helps buyers visualize how each option, from the “PillowSac” to “the BigOne,” fits into their lifestyle.
A star rating rests boldly beneath high-quality product images that let visitors zoom in for a better look, view the product from different angles, and even change the flooring type of the background image to mimic their homes.
Scrolling past sizing and shipping information that uses icons to break up text and draw attention, there’s a horizontal menu that lets customers jump to design inspiration, product details, product benefits, and customer reviews.
Lovesac’s product pages work because they take the guesswork out of how a product will impact the customer’s space. The brand understands that buying furniture online can be stressful, so product pages empower customers with viewing and customization options that help them create a clear picture of how “sactionals” and sacs fit into their lives.
If your ecommerce experience is a digital transformation of a more traditional shopping experience, consider features and functionalities you might include on product pages to help your audience bridge that gap.
9. Shinola Detroit
Shinola Detroit is an accessory brand providing unique and retro-inspired watches, bags, home decor, and jewelry. The company’s minimal but impactful product pages echo its bold aesthetic by allowing its product line to speak for itself.
The brand’s mobile-friendly shopping experience begins with a product overview that’s clean, simple, and effective. Everything above the fold maintains a “show don’t tell” mantra, focusing solely on beautifully crisp product images that put Shinola Detroit’s craftsmanship on display.
The CTA, price, and product star reviews are accessible but unobtrusive. The “Add to cart” button stays on the right side of the screen as viewers scroll, ensuring easy access to purchasing options.
Product details are shared in photos as much as text while users browse the page. Shinola knows that its target audience is looking for value, so the product pages use detailed photography to highlight every nuance — rather than relying on copy to convince.
Shinola Detroit’s product page works because it blends aesthetics with an ever-expanding narrative into the product’s design, creating a product story that makes visitors hungry for more. Even if your product doesn’t have a compelling backstory, you can still tell the story of the product itself — what it represents and what it says about the person who uses it.
10. Yakima Chief Hops
Yakima Chief Hops is a 100% grower-owned hops supplier with a mission to “connect family hop farms with the world’s finest brewers.” This commitment to quality comes across in product pages that exercise meticulous attention to detail.
Yakima Chief Hops’ B2B ecommerce buying experience keeps everything straightforward and clean. A secondary menu sits at the top of the page, allowing buyers to navigate quickly and easily to the information they need without creating visual clutter.
Scrolling down takes visitors to the technical specifications section, which is composed of beautiful and user-friendly infographics that speak to the company’s very specific audience. Yakima Chief Hops knows exactly who its buyers are, and the brand uses industry-specific language that respects the customer’s expertise.
Yakima Chief Hops’ product page works because it balances simplicity and complexity through the use of secondary navigation and visual aids. The use of strong color choices and infographics help to excite the viewer and make it easier for buyers to retain important information.
If your target audience has a higher level of expertise, don’t be afraid to speak directly to them. The average consumer may not understand everything they read if they happen to come across your page, but they’re not your buyer anyway. Communicate at your buyers’ level.
Sonos is a home audio brand offering products from portable speakers to inconspicuous home entertainment systems. The company is all about letting products (literally) speak for themselves, so product pages stay simple and clean.
One of the most noteworthy features of the Sonos product page is the QR code that lets customers see how the product will look in their spaces. This feature generates a 3D model of the speaker in the user’s camera viewfinder, which they can then rotate and resize to visualize in different areas of a real-life environment.
Scrolling reveals a benefits section that demonstrates Sonos’ clear understanding of who the target audience is, ensuring every image and line of copy resonates with this specific buyer persona.
Sonos product pages work because the company lets the sound system say a ton without bogging customers down with walls of hardware spec text. Instead, viewers can see exactly how Sonos products fit into their lifestyle, and this confidence to stay minimal creates an easy and appealing navigation experience.
Sonos pages are another great example of understanding your audience and helping consumers make the leap to ecommerce by showcasing products in their homes.
12. Poly & Bark
Poly & Bark is a furniture brand providing cozy but stylish pieces that invite customers into a world of mid-century-inspired style. Knowing that online furniture shoppers need a lot of information before they buy, Poly & Bark product pages perfectly blend lots of detail with stunning visual appeal.
The company makes its first big statement with product images and videos that provide immediate inspiration. Additionally, the top panel displays details on free swatches, product insurance, returns, and financing options — quickly answering almost every question or objection the shopper might have.
As users scroll, they’re met with an immersive upsell widget as other furniture and decor pieces are recommended to “complete the look.” Shoppers can click around to change color themes and switch out individual pieces to create the perfect combination and then add all of these items to their online carts with one easy click. But that’s just the beginning.
Scrolling further reveals the necessary product details, features, and dimensions. At the bottom of the page, social proof is provided in text and stars, like so many product pages, but also in social media photos of this piece in real people’s homes.
Poly & Bark’s product page works because the visuals and text work together to give shoppers all of the information they need. The pages also go a step further to engage shoppers by inspiring them and helping them design their spaces.
Poly & Bark have found new ways to provide a more complete shopping experience in a digital environment. You may not be selling furniture or home goods, but helping your customers engage with the product on the page creates a truly unique experience and goes a long way to build customer loyalty.
13. Nothing New
Nothing New is a shoe company that makes high-quality sneakers entirely out of recycled, post-consumer plastic. The brand is deeply committed to environmental sustainability and creating a great product — and it shows even on the product pages.
Consumers have a lot of options for sneakers, so Nothing New immediately puts every feature in the users’ hands while also emphasizing the unique vision of its product.
Most product pages have a lot of details to include above the fold, but Nothing New still prioritizes that gray box that details the company’s commitment to sustainability. This page isn’t just selling sneakers, it’s selling a lifestyle — and it’s one that 45% of consumers identify with, according to Statista.
That story is told all the way down the page next to product images that change based on the color of shoe selected at the top.
The page ends with glowing user reviews — demonstrating to the user that there are other people just like them who are happy with their decision to invest in eco-friendly sneakers. Nothing New’s product pages work because of a deep understanding of what motivates the target audience. As you consider how to demonstrate brand values, look for ways that you can show your audience a reflection of themselves on your product pages.
14. Unicorn Distillery
Unicorn Distillery is a family-owned, small-batch distillery in the Pacific Northwest that infuses vodka and tequila with butterfly pea flowers. The flowers create an all-natural blue liquor that changes color when the pH is affected — usually by adding citrus. The brand leans into this unique selling point on its product pages with images and silent video that demonstrate the mesmerizing effect.
The product pages aren’t long, but Unicorn uses the space to connect directly with a clear target audience of innovative and passionate young professionals. Text highlights the lifestyle connection and emphasizes the artistry of the bottle, the beverage, and the cocktails it can create.
A recipe card is even included at the bottom of the page to demonstrate how Unicorn Vodka or Unicorn Tequila can easily create a remarkable cocktail “experience.”
Unicorn Distillery’s product page works because it’s another great example of actionable copy that helps the user see themselves using the product before they ever click the CTA. It’s also a great example of highlighting what is unique about what you have to offer.
LEGO is a toy brand that has stepped into the world of box-office film and theme parks. While products range from toddler-friendly to adults-only levels of complexity, LEGO’s product pages expertly create a perfect balance of artistry and simplicity.
Ideas series pages immediately greet customers with imaginative images and a silent 360-view video that sparks a feeling of creativity. The scannable product overview displays a consumer rating, stock availability, building instructions, and shipping information. Each option is accented by blue icons that help the orange CTA stand out.
Scrolling past a gallery of recommended products, customers can watch a short video that transforms the product from a set of building blocks into a piece of fine art. From the story behind the fan-inspired design to the collaboration with the Museum of Modern Art (MoMa), viewers can learn all about LEGO’s painstaking craftsmanship in a simple but stylish aesthetic.
Further down are collapsible menus for product specification, as well as a “Fan Moments” section. This twist on social proof shares customer-submitted images that showcase the company’s global community of talented and passionate creators.
LEGO’s product pages work because the company understands the appeals to more than just one demographic. From pre-K to retired hobbyist, imaginative product pages compel and inspire customers of all ages to get creative. You may find that separate pages serve different target audiences best, but also consider how your product brings people together — and if that’s worth featuring on your product page.
Product page best practices
Now that we’ve had an inspiring journey through effective product page examples, we’ll go over best practices that you can use to create compelling pages of your very own.
High-quality product images
Consumers are more likely to make a purchase if you use high-quality product images, and this isn’t just because people want to see what they’re buying. Well-executed product photography makes your look more professional, which inspires trust in your customers. Provide multiple product images in every color or variety available.
Clear product overview
After your images grab their attention, the next place customers will look is your product overview. This section can vary in complexity pending on a brand’s particular goals. However, the most effective product overviews provide a simple view of the product title, price, and customization options next to a basic description and a clear CTA.
Powerful copywriting is another important element of a successful product page. Lead with the benefit by focusing on how your product will improve the reader’s life. And use white space and text formatting to create visual breaks and cues. Aside from making your brand look reputable and professional, effective benefits copy taps into the psychology of your customer and can make them more likely to invest in your products.
Thanks to the development of artificial intelligence, ecommerce brands can personalize shopping experiences for customers based on their demographics, browsing history, and more. Ethical personalization shows customers the products that they’re most likely to buy, and this can increase customer satisfaction and sales.
Social proof is an extremely powerful conversion tool. Remarkably, a Podium study found that over 90% of consumers say customer reviews impacted their decision to purchase a product. If your product is well-loved, share that glowing feedback on your product page in stars, testimonials, and user-generated content.
Effective user experiences
One of the challenges of a good product page is to do something unique, but without sacrificing a simple user experience. Navigation should be clear and easy to use, design shouldn’t bombard or overwhelm visitors with visual clutter, and everything should come back to the ultimate purpose of a compelling and easy shopping experience.
Easy access to help
Even if you provide all the product details you can think of, consumers may still have questions. Make sure it’s as easy as possible for them to find the answers they need. A great way to do this is with a live chat option at the bottom of the screen.
The growing trend of mobile commerce means that a huge volume of people are likely using their smartphones to visit your site. For example, the Adobe 2021 Holiday Shopping Trends and Insights report showed that 43% of all holiday purchases in 2021 were made on mobile devices. Having a mobile presence can be lucrative since customers can freely access your site 24/7, but it can also be a nightmare if you don’t optimize product pages for mobile.
Product page FAQ
Let’s now take a look at some of the most frequently asked questions about product pages.
What is a product page?
A product page is a web page where consumers can learn everything they need to know about a product, customize their style options, and add the item to their shopping cart. Product pages can range in complexity, but they all prioritize the benefit to consumers and a fluid UX that makes the buying process easy and compelling.
What is a product detail page?
Whereas product pages usually provide a high-level view of a product on an ecommerce website, product detail pages dive deeper. They go over every detail, feature, and specification of a specific product, helping customers make more confident and informed buying decisions.
What should a product page include?
The purpose of a product page is to compel customers to make a purchase. Providing customers with the information they need, in a scannable and user-friendly format, is crucial to conversion. While there are many options to consider based on your brand and your product, there are five elements that create the foundation of practically all successful product pages.
Product pages should include:
- High-quality images
- Product overviews
- Benefit-driven copy
- Responsive design
- Products features and information
Create great product pages
All great product pages use high-quality photography, benefit-driven copy, clear CTAs, and give customers the information they need in an easy and scannable format. Product page design also benefits from social proof, as consumers are far more likely to purchase peer-approved products.
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