The product page is the most important section of a successful ecommerce website. It acts as the virtual salesperson; from pitching the product and dissecting its features, to ultimately persuading the customer to make the purchase and close the deal.
As a designer for Diztinct, I create websites for ecommerce retailers day in and day out. I’ve encountered many powerful and effective design structures and I’ve also seen my share of disorganized and ineffective ones, as well. Here are four of my favorite examples from some of the biggest and brightest names in ecommerce:
Apple
Image Gallery
Gallery stays in a fixed position so that the user can alternate between viewing photos and reading text without scrolling all over the page.
Add to Cart Column
Locked at the bottom of the page; easily accessible for when the user is ready to complete the purchase.
Variants with Tool Tips
Simple, easy-to-read product explanations help the user fully understand the customization options for the purchase. Price adjusts accordingly to purchase modification.
“What’s In the Box?”
Displays all accessory items that will be included with the purchase.
Click here to view the full product page for Apple.
Amazon
Add to Cart Column
Clean, 3-column layout separates vital information into dedicated sections.
Product Reviews / Q&A
User generated content (UGC) such as product reviews and Q&A gives assurance and provides confidence to apprehensive, potential buyers.
Product Upsells
FREQUENTLY BOUGHT TOGETHER, SPONSORED, and CUSTOMERS ALSO VIEWED display optional upsell items and increases the potential for bigger sales.
Click here to view the full product page for Amazon.
Target
Image Gallery
Swipeable product image gallery has been optimized for users of smartphone, tablet, and other mobile devices, but also works well on desktops.
Add to Cart Column
Pricing information, savings, promo code field, and product reviews are fixed into the right-hand column, grouping this vital information together in a convenient location that follows you down the page.
Product Reviews / Q&A
User generated content (UGC) such as product reviews and Q&A gives assurance and provides confidence to apprehensive, potential buyers.
Click here to view the full product page for Target.
The North Face
Image Gallery
Swipeable product image gallery has been optimized for users of smartphone, tablet, and other mobile devices, but also works well on desktops.
Add to Cart Column
Vital product information such as size, color, price, and shipping information has been designated to a single, neatly-organized field within the page. FREE SHIPPING is clearly advertised within this area.
Product Upsells
A large, prominent section dedicated to upsell items allows the user to choose related items to add to the purchase.
Info Tabs / Policy Info
All product information is clearly displayed without being obscured or hidden in expandible tabs.
Click here to view the full product page for The North Face.
Having reviewed some of the biggest names in retail, we turn to some examples designed by Diztinct. To provide the best possible user experience for prospective shoppers, Diztinct has developed product pages for our clients that borrow or improve upon certain elements from the aforementioned online retailers. Here are two examples:
Our Pampered Home
Image Gallery
Swipeable product image gallery has been optimized for users of smartphone, tablet, and other mobile devices, but also works well on desktops.
Add to Cart Column
We’ve implemented Amazon’s idea of displaying a FREE SHIPPING message next to the advertised price, which helps make the deal more attractive to the shopper. The Large ADD TO CART button is a clear and obvious call to action. Apprehensive shoppers can read product reviews and view top-rated products for assurance in purchasing.
Product Upsells
Displaying this section higher up on the page increases the potential for a shopper to find and peruse through this section.
Info Tabs / Policy Info
Tabs and quick links follow the user as the page scrolls down. All information is clearly marked and not obscured behind another tab or an accordion. We’ve included a secondary tab showcasing product availability and customer satisfaction; another way to help provide additional confidence to the shopper.
Click here to view the full product page for Our Pampered Home.
Beauty Bridge
User Generated Content
Beauty Bridge uses a social media extension that allows their customers to see real people using their products. This adds confidence to the customer and can increase conversion dramatically.
Product Upsells
Product upsells placed strategically at the top and bottom of the page allows for more targeted products for the customer.
Info Tabs / Policy Info
Tabs are above the fold and allows the user to find additional information without scrolling the page.
Click here to view the full product page for Beauty Bridge.
To learn more about how Diztinct can help you maximize the impact of your product pages in order to improve your conversion rates and increase your online sales, feel free to contact us or read about our services. Don’t forget to follow us on Twitter and “Like” us on Facebook.