How to Design the Best Product Pages in ecommerce

Designing a good product page is the easiest task in the world if we realize that everybody is also a user and a customer. We all have complaints when navigating sites or catalogs and making purchases in marketplaces and online stores. Why is then so difficult to create a truly compelling product page that has high conversion rates?

Designers and marketing teams are bombarded all the time with new rules, advice and tools that guarantee the definite solution. But you don’t need a complicate explanation to get to the point, and you will be surprised to find how little is needed to create awesome product pages that meet users’ expectations.

Let’s see those 6 commandments for product page design!

Simplicity

The design of a product page must take into account what kind of product is being presented, which determines a special touch adapted to each industry. An editorial style for fashion products or a lot of animations for electronic devices such as cameras or tv screens are some of the current trends, but companies and brands constantly look for new ways of catching the client’s eye.

A product page design should make things easy for users, who want to identify instantly what they are looking for: the price, a big product image, additional costs, the stock available, and buy or add to cart button.

A product page must be responsive in each device and type of screen. Therefore, pages for mobile sites or apps must be designed with different rules that respond to the user experience.

As to specific design recommendations, always go for neutral or white backgrounds, and uniform and eye-catching colors that are only applied in key visual zones.

→ Read more: The best web design tips for e-commerce

Uniformity

Every product page must follow the same pattern. Visual transitions must be maintained between different sections, the homepage and product pages, ads, mailings, newsletters and any product landing page where the user lands: the same aesthetics and resources in terms of colors, fonts and style of images used.

Product information and other visual elements should be homogeneous among different pages of a website and several channels — synchronization and automation of content management is essential in e-commerce design.

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Catching copy

A product is not just the combination of some trending keywords in its niche, numbers and technical data. An astonishing copy can make a product or catalog stand out from their competition and getting better conversions. This rule applies to any text that appears in a product page: title, description, bullets, technical specifications, additional resources and interactions with clients.

The language used should call to action or stir up curiosity, better if formulated with positive words.

Lots of (high quality) visuals

A website or online catalog should also apply the uniformity rule in their visuals, with natural transitions between thumbnail galleries of search results and the individual product pages. Image galleries in product pages must have high quality pics, zoom and rotation options, and standardized photographs that show the same format and brand aesthetic.

Don’t be shy and include animations, visual comparisons and inspiring banners.

→ If the secret recipe for the perfect product page exists, we have it here

CTAs on point

Make sure your “Add to Cart” button is well placed and near essential information like shipment options and delivery times. Eye-catching colors should be placed in strategic areas of the page and applied on the design of buttons.

Proper hierarchy

Product information must be as easy to find and read. The most important content elements for users should always be placed at the top of the page: the product title, one main product image, the price, the ‘Buy’ button, shipping costs and delivery times.

It is also preferable to separate the general description from pure technical data. Don’t forget to add the reviews section.

Pro tip: Go seasonal

Take advantage of any occasion to give a boost of uniqueness to your product pages. This encourages users to regularly check your catalog and look for novelties.

Final thoughts

Content and design should always go hand in hand in any e-commerce product page. The foundational pieces should never be overlooked. Be innovative and not be afraid of boldness or the latest technical complements.