The Key Components of a High-Performing Ecommerce Product Page

The global ecommerce market has most likely totaled nearly $5 trillion in 2021. With retail ecommerce sales growing in double digits across most national markets in 2020, the coming year is not likely to see the market diminish.

On the contrary, brands are expected to further perfect their appeal if they hope to snag the attention of at least a small portion of the 2.14 billion online shoppers currently looking to spend their money in ecommerce stores.

Product pages are the bread and butter of any ecommerce brand worth its salt. They thus need to perform to the best of their ability in order to engage and convert.

Read on to learn more about the key components of a high-performing product page. We’ll also talk about how you can structure your own pages accordingly – so let’s dive in.

Write Converting Product Titles and Descriptions

Arguably the most important elements of a product page, your product titles and descriptions need to attract the attention of visitors practically instantly. Engaging and well-considered product descriptions can potentially increase your conversion rates by 78%. 

Here are some product title and description writing best practices to consider:

  • Always target a specific audience with your choice of language and tone.
  • Format your titles and descriptions for different screen sizes. Use either a bulleted list or a table to organize your data in an easy-to-read manner.
  • Experiment with the length of your titles and descriptions until you find a version that converts the most. A/B test several different versions.
  • Highlight the benefits of using a product, as opposed to its main features. Potential shoppers will want to know how it will improve their lives, as opposed to what it can do.
  • Tell a story with your copy. Breathe some life into your brand by using storytelling to enhance the appeal of your products.
  • Remove any doubts by providing any guarantees and certifications you are able to offer.

Let’s take a look at an example. This product from the US Fireplace Store has incorporated most of the elements we’ve listed above. They provide a specifications table with all the most vital information about their product, and the description itself is compelling.

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Perfect Your Image Gallery

Arguably the second most important element on a product page are the images. They need to be sharp, load fast, and adequately represent the product.

There is no rule as to how many images you need to feature. As many as it takes to show the product from every important angle, and ideally at least one in-action shot that will demonstrate what the product looks like in use.

White backgrounds are preferred for the product shots themselves, while colorful photos are welcome for the lifestyle ones. You can also do a 360-shot if the product would benefit from it.

Your goal is to make shoppers feel like they’ve truly grasped the quality, size, color, and style of the product. Remember: not being able to try a product is one of the most hated aspects of online shopping. The better you’re able to alleviate it, the more conversions you are likely to see.

Here’s a good example from My Theresa. They show numerous shots of a model wearing their apparel against a neutral background, as well as numerous shots of the product itself against the same background. This makes it easier for shoppers to both envisage themselves wearing their items and examine them from every angle.

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Feature Product Videos

You can also level up your product pages by featuring a product video. This will allow you to provide an even better representation of your items. Pages that feature videos also boast higher conversion rates, and they may snag you a better position in search results as well.  

Products that are in any way unconventional or complex can especially benefit from an explainer video. Simply put, an explainer video gives you the best chance of conveying a product’s value and use.

How you will get your hands on a product video is another matter. Ideally, you want to shoot all of them yourself rather than feature something the manufacturer may have filmed, as that video will likely be used by other sellers as well. However, if that’s your only option, definitely choose to feature them.

Filming your own videos will certainly be an investment, so you may want to start with your high-value products first. You can also do videos for products that are already popular to increase their conversion rates even further, but that may be a redundant step.

The style of the video should match your brand’s voice and overall appeal. It should blend in with the rest of your story in a natural way and not seem out of place.

Here’s a rather whimsical example from Giant Teddy. They’ve created really cute videos to showcase how large their products are. Since this is their main selling point, the customer will naturally want to see what they can expect.

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You can also do something much simpler, like holding an item in your hand or showing a model wearing it. Sometimes, this can be all a shopper needs to make a purchasing decision.

Point out Complementary Products

Cross-selling is an important part of eCommerce, especially if you stock a lot of items. While customers may take the time to browse and even use your search feature, chances are they may miss a product they could be interested in.

This is where your handy plugin helps you point out more products. You can choose to feature any of the following categories:

  • People have also viewed. This option doesn’t revolve around sales – it’s all about views. Its premise is that customers who have viewed the current product were also interested in this other product. Even though they may not have bought it, the interest is enough for it to earn a mention.
  • Related products. You can choose what these products are yourself. You might go for something in a similar style, with similar features, or a product that complements the one being viewed nicely.

Let’s take a look at our example. The Book Depository product pages feature several recommendations. First, there is the “People have also bought” one, which is perhaps the best one. Its recommendations are varied and often rather interesting. Their “Bestseller in category” promotes similar titles of the same genre, and they also have a “Other books in this series/by this author” feature.

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If you want to automate this process there are ai product recommendation engines you can use.

Provide Social Proof

Don’t underestimate the power of social proof on your product pages. A positive review can even up your conversion rates by 133%. A simple review widget can thus prove to be quite the investment.

To boost the value of your reviews, you will need to continuously acquire new ones. A simple email sequence asking for users to review the product they’ve purchased (with a direct link included) can be all you need. You can also offer additional perks (like loyalty points or small discounts) in exchange for an honest review.

Another way to leverage the power of social proof is to add recent sale notifications to your product pages. They are small pop-ups that show up in the bottom corner of a visitor’s screen, pointing out the products other customers have just purchased.

This tactic has two clear benefits. First, it will testify to your popularity and imbue trust. It will also point out products the customer may not have seen yet, but which they would certainly be interested in purchasing.

Make sure the notification is not too distracting, though. You want it to be noticeable but without interrupting a purchasing decision. Orizaba has a good recent sale notification popping up in the bottom left corner of their product pages. It’s just the right size and design: visible but unobtrusive.

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Add Trust Badges

Trust badges can help alleviate any qualms a shopper may have about checking out. They’re especially helpful for first-time shoppers or if your brand is new and not well known.

There are several kinds of trust badges to consider:

  • Secure checkout badges: guaranteeing the protection of your shoppers’ personal and financial data
  • Free shipping badges: a great way to increase conversions 
  • Payment-related badges: detailing the payment options you accept
  • Third-party endorsements: from trusted review websites or other accreditation websites

You can feature all of them across all of your pages to ensure your shoppers feel secure no matter where they land. Footers are usually a great place to place them, but try to emphasize them on your product pages as well.

Here are a couple of examples to give you an idea of good placement. This Gili Sports page features four badges – one promoting their latest sale, while the other three are designed to improve shopper trust and comfort. Their prominent placement right below the price and next to the product image makes them stand out and ensures they will be spotted before a conversion can even take place.

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When including third-party review site badges, you can take a look at how Mixam does it on their Magazines product page. They’ve allocated an entire segment to their Trustpilot reviews. It’s high enough on the page to be seen but not too prominent to distract from the product on offer.

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Use Urgency Triggers

To inspire more conversions, you can also play the FOMO card. People will often make a purchase they hadn’t originally intended if they notice there is only limited stock available or that a certain discount is only valid for a certain period.

Here are some FOMO triggers you can consider:

  • A limited-time offer: show a countdown timer on the product page for maximum effect.
  • Show stock numbers for each product that you are about to run out of.
  • Place one-time offers on specific product pages, valid only if acted on immediately.
  • Offer specific discounts or products to those who sign up for your newsletter.
  • Offer early bird prizes to the first X customers who make a purchase.
  • Offer free shipping for a limited amount of time.

Of course, you can also choose not to rely on FOMO to make a sale. There is a chance that customers will regret their impulse purchases, especially if it’s an item they wouldn’t have purchased otherwise. This may cause them to steer clear of your store in the future, which is the last thing you want.

If you do use FOMO as a conversion trigger, limit it to specific offers in order to reach specific goals, as opposed to making it a common sales tactic.

Sam’s Club, for example, has a limited-time offer on a large portion of their stock. They’ve clearly denoted when the offer expires for each item, so the shopper is triggered to make a purchase, aware of the time constraint.

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Be Upfront About the Costs  

Finally, make sure to clearly list all the costs associated with purchasing a specific item. Of course, you may have a separate shipping and returns page (as you should). But if you can save your shoppers the time to check this page out, do it.

Most customers will be worried about any hidden costs. So, displaying exactly how much shipping will cost and noting any fees that may arise will go a very long way in boosting your conversion rates.

You’ll need to fine-tune your shipping and customer calculators to factor in the delivery address, country, and item size. Make sure it’s as flawless as possible, and if a mistake is made, offer to reimburse your customers.

You can check out the Solillas website for a great example of this feature. They show exactly what next-day UK delivery will cost and tell you about their Express Worldwide delivery. Lastly, they point out that they do offer free shipping if you are not in a hurry.

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In Closing

Creating converting, engaging, and all-around well-performing product pages is not a task that can be accomplished overnight. And it’s not something you should take lightly. It will require research, investment, and time. But if you adhere to the structure we’ve outlined in this post, you’ll be able to piece together a page that performs well for a long time to come.