Have you ever stumbled upon a product page that made you think, “Wow, this is exactly what I need?”
That’s not by accident. A well-designed product page does so much more than just showcase an item. It speaks to the right buyer, connects with them, and nudges them to hit the “Add to Cart” button.
In this article, we’ll discuss some tried-and-true tips for designing a product page that will catch the eye of your target audience and capture their attention the moment they land on it.
1. Don’t Neglect White Space
Have you ever walked into a store cluttered with items you couldn’t focus on? Your product page design can feel the same if it’s jam-packed with images, text, and buttons. That’s why negative space, also known as white space, makes all the difference.
Contrary to what its name might suggest, negative space isn’t empty. It’s a powerful design tool that gives your content room to breathe. By strategically leaving blank areas around your product images, descriptions, and call-to-action buttons, you create a sense of visual calm and make it easier for shoppers to digest the information you’re presenting.
Negative space allows for:
- Improved readability. Cluttered pages make reading difficult. Negative space improves readability by providing enough space between text blocks, making scanning and absorbing information easier for the eyes.
- Enhanced focus. When everything on your page is competing for attention, nothing stands out. Negative space helps direct the eye to your product, call-to-action buttons, or key features.
- Elevated aesthetics. Negative space gives your page a polished, professional look, conveying a sense of quality and sophistication.
Don’t be afraid to leave large margins around your product images or text blocks. It creates a sense of simplicity, meaning visitors won’t feel overwhelmed when they land on your product page. Negative space works best when paired with strong visuals or bold typography.
Vinyl Status nails this with its Custom Stickers for Water Bottles page. It uses ample white space to draw attention to its product images and the key benefits of its stickers. A simple color scheme and clean typography complement this minimalist design, creating a visually appealing and easy-to-navigate page.
2. Craft a Captivating Story
Your product page design shouldn’t be just a list of features — the trick is to tell a story about your product that will resonate with your target audience.
This story goes beyond technical specifications or dimensions and taps into your ideal customer’s emotions and aspirations.
Here are a few tips for successful storytelling:
- Set the scene. Identify the pain points or needs your product addresses.
- Introduce the hero. Your product is the solution, so show how it can improve your customers’ lives.
- Paint a picture. Use descriptive language and visuals to bring your story to life.
- Focus on emotions. Tap into the feelings your product calls to mind — joy, excitement, relief, or nostalgia. Emotions sell better than
- Show the transformation. Highlight the positive impact your product has.
Whole Wood Playhouses understands the power of storytelling. Their “Snowy Owl” playhouse page sparks curiosity and conjures images of a magical creature. They even share a charming story about how the playhouse got its name, making it feel even more special. Instead of just describing the product, the brand creates an engaging narrative around the playhouse and helps customers imagine kids having sleepovers, creating their adventures, and building lifelong memories.
3. Enable a Smooth Checkout Process
Picture this: your ideal customer is ready to buy. They’re delighted with your product, but a clunky checkout process stalls their momentum.
Suddenly, their enthusiasm wanes, and they abandon their cart.
According to Baymard Institute, 22% of customers leave a website without completing their purchase because the checkout process is too complicated, while the lack of payment options accounts for 13% of abandonments.
However, high extra costs are at the top of this list, so almost 50% of shoppers fail to convert.
Last but not least, 25% of people don’t trust the website enough to share their credit card details.
In other words, to keep your customers happy and sales flowing, make your checkout process a breeze and include different payment options, including alternative ones such as PayPal and other digital wallets. Displaying all the costs upfront is a must, together with convincing them that your online store is legit and secure.
Golf Cart Tire Supply excels in this area since its product page designs feature a simple “Add to Cart” button that takes customers to a clean, uncluttered checkout. They offer multiple payment options (PayPal, Amazon Pay, and all major credit cards) and display a prominent “Secure Checkout” badge. To prevent unpleasant surprises, the brand also displays all the costs here so that customers don’t have to worry about being additionally charged. All this reassures them that their transaction is safe and encourages them to complete their purchase.
4. Leverage Social Proof
What’s more persuasive than you singing your product’s praises? –Your customers doing the talking on your behalf.
Social proof, like reviews, testimonials, and ratings, can build trust and credibility. Let’s not forget that 93% of potential customers read reviews before buying a product or service, so if you want to validate your claims effectively, encourage your happy customers to share their experiences with your brand.
These personal accounts show that real people have used your product and found it valuable, which reduces the perceived risk of making a purchase.
The best ways to incorporate social proof in your product page design are:
- Customer testimonials. Feature quotes from satisfied customers on your product pages. Include their name, title, and photo for added authenticity.
- Reviews and ratings. Incentivize customers to leave reviews on your site or third-party platforms. Display star ratings prominently on your product pages.
- User-generated content. Showcase photos, videos, or social media posts from customers enjoying your product. The power of this format lies in its ability to come across as raw and more genuine than scripted promotional materials.
- Case studies. Share in-depth stories of how your product has helped specific customers achieve their goals. This type of social proof is especially important for the B2B industry.
DialMyCalls effectively leverages social proof on its homepage. It displays a section showcasing glowing testimonials from customers across various industries. The “what people say about us” tactic allows the brand to highlight specific benefits and use cases, demonstrating the versatility and effectiveness of its service. Below this section are also Capterra, G2, and ResellerRatings trust badges that also vouch for the credibility of reviews.
5. Impress with Your Visuals
One of the biggest hurdles of online shopping is that customers can’t see your products in person or touch and try them on. No matter how detailed your product descriptions are, they can’t do justice to the actual look, feel, and experience of using your product.
That’s why your images and videos need to do the heavy lifting. Since 91% of customers prefer visuals over text, your images and videos should showcase your product in its best light, highlight its features and benefits, and help customers envision how it will improve their lives.
To achieve the best effect, pay attention to the following details:
- Lifestyle shots. Don’t just show your product against a plain white background. Put it in context by showing people (or pets) using, enjoying, and incorporating it into their daily lives. Such shots help customers imagine themselves using your product and connect emotionally.
- Videos. A short video can be even more powerful than an image. Use it to demonstrate your product’s features, showcase its functionality, or tell a story about its impact. Think of it as a mini-commercial for your product.
- Interactive elements. Go beyond static photos. Consider adding 360-degree views, zoom functionality, or even augmented reality (AR) experiences to let customers virtually “try on” or interact with your product.
Invest in strong visuals to create a more engaging and informative product page that leaves a lasting impression on potential customers. A picture is worth a thousand words, but a great picture can be worth a thousand sales!
The IKEA KALLAX Cat House product page design demonstrates how to use the right visuals to help customers visualize a product in their space. It features a series of high-quality images that show the cat house from different angles, inside and out, while the zoom functionality allows customers to inspect the texture and materials. Lifestyle shots of a cat happily lounging inside reveal the product’s cozy and inviting nature, which creates an emotional connection with customers—an equally important aspect of product page visuals.
6. Empower Customers with Information
While storytelling and visuals are crucial, don’t underestimate the power of providing clear, detailed product information. 88% of your potential customers want to know all the relevant details about what they’re getting and feel confident that your product meets their needs and expectations.
This is where detailed product descriptions, specifications, and even technical details come into play.
Here’s how you can do that:
- Stick to clear and concise descriptions. Use language that is easy to understand and avoid jargon. Highlight the key features and benefits in a way that resonates with your target audience.
- Technical specifications. Include detailed information on dimensions, materials, weight, and any other relevant specifications. This is especially important for products that require installation or assembly.
- Images and videos. Use visuals to complement your written descriptions. Show your product from multiple angles, highlight its unique features, and demonstrate its functionality.
- Additional resources. Consider offering downloadable guides, manuals, or FAQs to address common questions and concerns.
Pergola Kits USA knows their customers care about their outdoor living space. That’s why the product page design for the Red Cedar Traditional Roof Pavilion leaves no room for ambiguity. The brand provides a comprehensive overview of the kit’s dimensions, materials, and included components. The page also features detailed images that showcase the product from various angles, highlighting its craftsmanship and design. This approach empowers customers to make informed decisions and minimizes buyer’s remorse.
Wrapping Up
We’ve explored the key elements that can transform your product page design from a simple listing into a captivating experience.
But the journey doesn’t end here. To truly elevate your product pages, try out additional best practices:
- User experience (UX). Make your page easy to navigate with clear product names, high-quality images, and easily accessible information. Prioritize a smooth, intuitive design that will guide customers effortlessly toward their purchase.
- Live chat. Offer real-time support to answer questions and address concerns. This personalized touch can make all the difference in converting hesitant shoppers.
- Mobile optimization. As many people browse and buy on their smartphones and tablets, ensure your product page caters to this audience and displays well on mobile devices.
- A/B testing. Continuously experiment with different page layouts, elements, and content to see what works best for your audience and drives the most conversions.
By incorporating these techniques into your product page design strategy, you’ll create a digital storefront that attracts your ideal customers and converts them into loyal brand advocates.