Your company may have an innovative new product or an affordable service that could interest potential customers. But without the right web page to showcase your featured product, customers will flock to competitors. This guide can help you create the best product page design and increase sales.
What is a Product Page?
A product page is a page on a business’s website that details a specific product or service. It usually offers specs like price, dimensions, descriptions, and other aspects of the product. The product page intends to help customers decide what to purchase. The goal is to get the ideal customer to buy that specific product or guide them to similar available products.
How to Design a Product Page
Your product and company are unique, so what works for other web product pages may not work for yours. There are some commonalities across many web pages, but before implementing anything, consider what your consumers really want and how best to highlight your product.
Ask your team to brainstorm best practices for your company and how you want customers to experience your new product page. Then, get started on the design process with the following steps.
Images
The most important aspect of a product page is the high-quality product images. You have several factors to consider when it comes to images. First, do you want a standard sliding carousel of images? Are you planning on interspersing a quality video? Alternatively, do you want a scrollable set of images placed as backgrounds on the page?
The image display will entice users to review the rest of the product page and purchase. Prep images carefully and consider hiring a product photography expert if you haven’t already.
Description
Your product description can be simple and match industry standards. For example, an eCommerce clothing website may contain product details with information on fabric, price, size chats, and a brief garment description. Customers anticipate this information on every eCommerce clothing site they visit. You would be remiss to leave any industry-standard descriptions off your product page.
As a bonus, an ‘eco-friendly’ clothing site may want to add details on whether a garment is recycled to their descriptions. A ‘size-inclusive’ clothing site may want to add the model’s dimensions and the size of the garment they’re wearing in the images. Consider what makes your product different and how you can best emphasize this in the descriptions.
Layout
A visually pleasing layout is good product design. The layout is a huge part of the user experience and customer perception of your product. Layout design decisions include anything from the color scheme to key elements to animated images. The following examples break down a few layout options. Remember, your layout should showcase your product title, images, and descriptions in the best possible manner.
Does your company or product utilize clean lines and simple marketing? If so, consider carouseling all your images and descriptions on a non-scrollable page. This powerful, simple layout will promote your overall product theme and message. Alternatively, you could pair close-up images with specific feature descriptions if your product has many different features. A food product could have a scrollable layout breaking down each ingredient and its description.
Reviews
Customer reviews are a powerful motivator for making purchasing decisions. Typically product reviews are displayed below images and descriptions and involve a ranking system for customer ratings. Consider marking regular reviewers as top contributors and placing their reviews at the top of the stack. Users also appreciate the ability to order reviews by date or product feature.
If, however, your product has undergone past fixes or adjustments, consider locking reviews so that the most recent reviews are at the top.
Gated Content
Gated content refers to any page on your site that requires user information to access. We commonly see gated content as a login or sign-in. Gated content for a product page can be a request for an email that appears before the product page. Typically, companies will offer a one-time discount in exchange for user information.
Note that users should always be able to ignore gated content for product pages. The most important thing is that users still have easy access to the products.
Examples of Excellent Product Web Page Design
At Elevato, our designers create stellar product pages customized to our client’s needs and products. Below are some product page examples of past work:
Musio
This product page from Musio showcases music creation software. Users can hover over each red circle, and a brief description of that feature will appear. This is an excellent example of a layout where images and descriptions are paired to best display the unique product.
Garden of Earthly Delights
Here is Garden of Earthly Delights’ delicious Yellow Corn Tortilla Chips product page. This organic product is clean and authentic, and this is reflected in the layout. The nutrition facts are prominently placed, and other related recipes are lunges with images below.
SoccerPro
This Nike product from SoccerPro uses product design to clearly show the sales offered. The SoccerPro price is prominently displayed in red while the standard price is below. Customers can easily see how much they’re saving.
Jostens
Jostens gives a great example of gated content. This company makes graduation apparel specific to individual schools. The information required in the gated content blurb allows the site to showcase the exact apparel that the user is looking for.
Product Page Best Practices
Consider the following best practices to implement on your own product landing page.
- Develop Obvious Call to Action
You want your potential customers to know where to go for purchasing. For example, if you’re using a white background consider implementing bold colors for your purchasing buttons. Utilizing an add to cart button feature can also encourage customers to keep shopping.
- Note Availability
Is your product in high demand? Is there always a limited quality? Let your customers know how many products are available right on the page. This will encourage quicker purchasing.
- Highlight Savings
Always note if your customers are looking at a deal. Add competitor prices or note the discount percentage.
- Ask Users for Their Preferences
Don’t hesitate to survey users and ask for their preferences. A product page, like any web page, can always use an update, so surveying will help your team stay up on the trends.
Design a Premier Product Page With Elevato
Our designers are innovative creatives with an insight into the user experience. Here at Elevato Digital, we believe that design is about storytelling. You must develop a clear narrative that’s aimed at your target audience. Let us help tell your story; contact us today.