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Conversion Optimization

16 Elements all High-Performing Product Pages have in common (Updated for 2022)

Don’t add fancy product page elements just for the sake of it. We’ve compiled a list of 16 MUST HAVE product page elements that accelerate conversions.

16 Elements all High-Performing Product Pages have in common (Updated for 2022)

98% of shoppers don’t complete a purchase due to insufficient product information. 

Moreover, 32% of shoppers are discouraged from purchasing every time they visit a brand’s website or app. 

That’s how important product page elements are. 

So, if your goal is to have a fancy list of elements to have on your product page—think again!

Elements are not the main goal—they are just a means to an end. Your real goal is to make your visitors stop, browse, and buy. 

Your product page elements simply make the shopping experience of your customers faster and simpler. 

Here’s the most essential list of product page elements you should consider adding to your eCommerce website.

1. Compelling and not-robotic product descriptions

The purpose of product descriptions is to help the customer get a deeper understanding of what they’re about to buy. The most effective product descriptions aren’t just good to read but also motivate customers to make the final purchase decision. 

Here are the things to consider when coming up with high-converting product descriptions:

a) Benefits over features

Features mostly attract manufacturers or sellers—not customers. They are simply looking for value. The features don’t bother them as long as their problems are solved. That’s why as retailers, your job is to go beyond features and convey how the features will actually benefit them. 

See how Away crafts their product copy. 

product description of Away

Their descriptions don’t shy away from features but also generously talk about benefits (exactly why people would care to read, or even better, buy!)

b) Tell a story of relevance

Stories have been around for millennia—and for good reason. Stories help people make sense of their lives. And when it comes to product descriptions, it’s no different. 

If the description helps customers visualize what role the product will play in their lives, then they’ll be more motivated to purchase it. 

Which is what Harry’s does with their narrative. 

Product description example from Harry’s

The copy is targeted towards body care products. The language is simple it gets users in touch with the most important details that set Harry’s apart from competitors. 

c) Provide apt keywords

Considering SEO is still a big thing to make your eCommerce product pages tick, the right keywords are essential. Keyword targeting will ensure search engine algorithms find it easy to find your pages and list them. Strategically placing your keywords is an area that you need to focus on. 

Notice how Bellroy does it. 

Product description example from Bellroy

In this example of a ‘phone case’, you can find ‘phone + case’ strewn across multiple places - but not once do you feel they have been overstuffed!

d) Convey in a human tone

Outcome-focused and search engine-centered descriptions can take a hit. The reason is that real people are going to be reading about your products. So it’s only fair that the communication is done in a tone that focuses on the human experience. 

A quick peek at Everlane’s product description and we can observe that the copy is speaking to real people and their concerns. Exactly as it should read. 

Product description example from Everlane

2. Well-shot, eye-catching product photography

83% of US shoppers found product images to be extremely influential in shaping their purchase decisions. Most eCommerce products find the attention of their audiences through the visual route. 

importance of product images in customer purchase decision

Don’t stop at just a few—multiple images help convince customers more. Multiple images engage potential buyers and reduce the chances of post-purchase returns. 

Reason enough for you to consider the following aspects: 

a) Feature high-quality images

For a moment, imagine yourself in the shoes of the customer. Most of their impression about the product comes from images. If their experience with product visuals goes wrong, it can hamper their purchase motivation—they may even form a negative impression about the website. For small and medium eCommerce brands, investing in high-end photography equipment can be difficult. In these cases, opting for a DIY eCommerce visual strategy can help. This handy guide by Shopify can be a great start.

DIY eCommerce product photography

 b) Choose appropriate backgrounds

The right kind of background effect to your images will ensure customers take your products seriously. White is often considered to be the most professional background color to work with. 

See how Rudy’s displays its products against a white background. 

eCommerce product photography with proper background

c) Use appropriate lighting

Another factor that can make or break the way your images come across is lighting. There’s nothing quite like natural lighting—though if you have roped in an experienced photographer you could still work with artificial lighting. Whatever you choose, make sure lighting is consistent across images. 

Wholey maintains this lighting standard for all their products across categories. 

eCommerce product photography with proper lighting

c) Maintain a consistent size

To do this, figure out where a particular image will go. Will it be a thumbnail or a medium-sized visual that has to capture ample amounts of detail?

Missguided has both enlarged and thumbnail versions of its product images. 

eCommerce product photography with proper size

d) Provide an option to zoom in

The zoom feature helps offer a real-world feel of the product to the customer. The more detail a user can see, the more likely they will be certain about making a purchase. 

Briogeo does it with panache even though their images are fairly detailed: offers users the option to explore more if they want to.

eCommerce product photography with proper size

3. Proactive product search—powered by machine learning

Across the most effective product pages, the product search feature deserves a special focus. This is because 43% of the users who land on your website directly go to the search bar. 

However, the days of traditional search are over. Most customers expect to find a personalized search option and a faster product discovery cycle. 

In fact, incorporating personalization and genuine customer data into the eCommerce search feature can lead your revenue to rise from 6% to 10%

Here are some considerations for a robust product page search feature:

a) Keep the search box visible

Search box visibility plays a big role in how deeply users explore your product pages. This means that if your product search isn’t visible, it’s likely users will not convert as easily or even different showcased products. 

Gymshark ensures the product search icon is visible at the top no matter which product page a user is on. 

Visible search option

b) Make space for errors and autocorrect suggestions

This is key to helping your users find what they are looking for. Make sure all your products are indexed—especially those with complex names or spellings—so that they’re easily discoverable. Because no one wants to see an “Oops! We couldn’t find this” message. 

Zalando was one of the very first to account for spelling mistakes made by users—to be able to return search results that are relevant and precise.

Autocorrect options in search

c) Factor in synonyms

If you can set up your search function to feature synonyms of various search words, the likelihood of your products being found improves majorly. 

See how on Amazon, searching for tunic winter also brings up sweatshirts for customers automatically.  

Use of synonyms in product search


The idea is to avoid users from landing on an empty search results page. 

d) Remember that “experience” counts the most

As eCommerce continues to grow, the jungle out there turns more complex to tread. At any point in time, smaller businesses are left competing with giants like Alibaba and Amazon. So while battling them and winning the battle across price points is almost impossible, you could focus instead on creating a more personalized experience. 

Forever 21 flaunts a “Shop This Look” section, for example. When a customer tries the look, the brand leads you to the products that make that look up—an incredible way to keep your customers engaged.

A unique product discovery experience by Forever 21

e) Rely on machine learning for insights and targeted actions

While there’s value in collecting reams of customer data to find out patterns and trends, it’s not enough. Only when you turn data into intelligence, would you be able to turn insights into actions. 

4. Clearly mentioned product price (without any hidden costs)

Cost information on a product is an essential feature because without it, end users won’t really know the deal they are getting into. Even if they are drawn to buying a product, they may back out last minute if they see you haven’t been transparent about the price. 

Here are the things to be mindful about with regards to product price:

a) Clarify the actual cost of the product

This is the least you can do to stay transparent to the customer. Why should they commit to buying something if they don’t know how much it costs?

Jeni’s mentions the price in such an unmissable way that it leaves no chance for confusion. 

Example of clear product price by Jeni’s

b) Mention additional costs

The other factor that you absolutely must mention is additional costs. Be it an extra charge for certain locations or delivery charges applicable before a certain total amount, users need to know. 

See Kai Run mentions a price range where applicable so that users have an idea about what they are paying extra for. 

Additional product costs by See Kai Run

5. Customizable sorting and filtering options

Helping users narrow down their search saves customers’ time and offers a personalized shopping experience. Sorting relates to the method where users have the freedom to change the order of their search results based on the criteria they choose. Filtering simply narrows down the number of products within a particular listing, so that users can view only that which is relevant for them. 

Here are a few things to remember when you’re applying sorting and filtering to your eCommerce product pages:

a) Use easily understandable language

As simple as this sounds, language plays a big role in how intuitively users can start using your filtering and sorting methods. For example, imagine how many people would be clear about a phrase such as “price ascending” in comparison to “price: low to high”. It’s anybody’s guess really! Keep it simple, keep it effective. 

On Sephora, there are multiple filter categories but all of them appear as single words, being easily read and understood. 

simple filter categories on product pages by Sephora

b) Make use of radio buttons

If you have fewer than 4 fields for sorting, using radio buttons is a great idea. For more than 4, you can always rely on a functional dropdown menu which offers all the options to view in one glance. 

Continuing with Sephora’s example, it uses radio buttons generously across their filters which makes it easy to view results a user wants to see. 

radio buttons on product pages by Sephora

c) Introduce more “human” filters

Most brands use a predictable set of filters for their products. However, as users expect a more intuitive shopping experience, filters that are more specific and perhaps more human can also be used. “Anniversary”, “love”, “birthday”, “holidays” and “specially for” can heighten the appeal of a product. 

Allbirds introduces the use context by introducing the “best for” category. Along with colors and materials, this additional filter makes it more relevant. 

Example of unique filters by Allbirds

6. Real-time product availability indicator

It’s frustrating for customers to try to buy a product and find out it’s not available. By making product stock information available, you can help your customers complete a purchase easily. 

Here are a few things to consider: 

a) Offer the exact picture around availability

Users deserve to know how many items of the product they are looking at are really available. Giving them a stock count is the easiest option. 

Bonne Gueule clearly states which of their stores are currently stocking a particular product. This is especially helpful for those who are looking to walk in and try on in-person.

Product availability information by Bonne Gueule

b) Create a sense of urgency

However, it’s not sufficient to just share product availability with potential customers. People have lots of options to choose from. So to prevent them from leaving, you need to usher in a bit of urgency. Telling them how many visitors are viewing the same product or creating a “low stock” label are ideas you can try. 

Notice how Retro City Sunglasses does it—at once indicating limited stock and the exclusivity of the product! 

Urgency in product availability updates

7. Easy-to-find-and-click CTAs

While creating CTAs for product pages, it’s helpful to remember that users are on a journey. They’ve come to the product page because it has incited interest or excitement and they need to be able to take some concrete action. 

The most high-performing product pages follow these CTA best practices: 

a) Clarify next steps to the fullest detail

The smoother you make a user’s journey onwards from the product page, the more they’ll thank you for it. And this is why “add to cart”, “buy now”, “checkout” and “continue shopping” are such necessary CTAs to have. “Save for later” and “add to wishlist” are secondary CTAs that are also growing in popularity. 

b) Use “above the fold” space wisely

Your intent is to convert users into paying customers through your product pages. Now, that’s most likely when you’re able to grab all of their attention without them having to scroll. And this includes showing them all the necessary CTAs “above the fold”. 

Most major retail stores—like eBay in this example—follow the rule of placing their CTAs above the fold. 

Above the fold CTAs

8. Accurately updated contact details

This is the information users need if they are struggling with any post-purchase problems. To improve the shopping experience, here’s what you need to remember:

a) Offer the most updated info

You don’t want users to fumble around with dated information. So keeping your one-point query email and customer care numbers within view is a must. 

b) Place the details where people will look

In case of complaints or urgent feedback, users want to be able to find your contact details easily. Keep it fine-print right at the bottom of the page. 

Like Bon Bon Bon does it. 

Example of visible contact details at the bottom of the website

9. A distinct discount section—easily usable at checkout

Seasonal, new launch and regular discounts are often the main reason why users feel interested to buy. Using a few relevant best practices around applying them can help you win customer approval and clock sales: 

a) Have them appear as distinct and separate

Featuring your discounts as distinct information on a product page can help highlight the deal a customer is getting. 

Here’s how Chewy does it. It highlights how much a user gets to save plus the extra discount they can enjoy if they become an Autoship member. 

Discount section by Chewy

b) Make them visible in the shopping cart

Once users know they can avail a discount, they should be able to apply it instantly. Calling the discount in the shopping cart is essential. 

This is how American Eagle does it. The price before the discount as well as the final price are both mentioned. 

Discount breakdown by American Eagle

c) Feature coupon code fields at checkout

If you have to feature a range of discounts and offers, ensure you make space for a coupon code field. This will allow users to instantly apply a discount or offer as they are checking out. 

Wolf & Badger offers coupon codes on the product page. Once the user has completed the “add to cart” action, they find a field where they can apply the coupon code. 

Discount coupon code on product page
Don't forget check out the Definitive product page guide for best practices, examples, templates and more.

10. Genuine (searchable and rateable) customer reviews

People buy not just because of what they think is valuable—but when they find their choices validated by other people. Earlier it would be friends and family, but in the vibrant age of social media, users look for customer reviews. It is a form of social proof that makes people confident about their buying decisions. 

Here are some pointers to get your customer reviews efficiently working on your eCommerce product pages: 

a) Feature genuine reviews

Many businesses think they will hold in good stead only if they feature the most positive reviews about their products. However, most users are looking for a realistic picture—and sharing both positive and negative reviews can offer them an authentic opinion. 

Zappos makes it immensely helpful to users by featuring both the positive and negative reviews, creating a balanced perception. 

Positive and negative customer reviews  by Zappos

b) Use reviews as a navigation filter

Filters on your product pages contribute to users being able to navigate more easily. Using customer reviews as a filter is a helpful way to save customers’ time and help them find what they’re looking for. 

Amazon was amongst the first to address this, giving users a chance to listen in to other users more deeply. 

Filters for customer reviews by Amazon


c) Offer the choice of rating reviews

Customer reviews have a greater impact when they are relevant. And what best way to make them relevant to customers than by allowing them to rate the reviews. This helps them and other customers land upon the right reviews and complete a purchase effectively. 

11. Engrossing product videos that tell a story

The 2019 survey created by Wyzowl revealed that 92% of marketers consider video to be an important part of their overall strategy. And why not, videos bring alive the features and benefits of a product in the most interesting ways possible! 

Here’s a quick list of pointers to consider if you’re keen on product videos

a) Increase the chances of sharing

The way to do this is to choose a suitable length of time the video will run. You don’t want it to end abruptly and you don’t want people to get bored with its length. If people find it engaging enough to sit through, you can be sure they’ll want to share it too. 

Crate&Barrel features product videos as well as an AR version of the product in the customer’s own room. 

Product videos on the product page by Crate&Barrel

b) Give them a human touch

People love stories, whether they are reading text or watching a video. So, if you want your product page video content to do well, pay special attention to the kind of story you want to tell. 

Here’s Nordstrom’s product page where it features a product video of a store representative talking about the product. A demonstration that declares the brand knows what it’s stocking and why while bringing the human element in. 

Product video with a human touch by Nordstrom

12. Product recommendations that suit each customer’s preferences

To boost cart value, the best idea is to offer product recommendations that customers will find useful. Instead of generic suggestions, you can customize them based on personalization. 

Here are some ideas to consider: 

a) Base recommendations on user behavior and affinity

Using data that reveals product views and cart additions helps arrive at recommendations that are easier to convert. Using personalized labels like “recommended only for you” can heighten the sense of personalization. 

b) Focus on increasing AOV through tactical recommendations

You can increase the average order value by throwing light on products that are usually “bought together”. While not all users may be appealed by this strategy, some will consider the recommendation as a value-add. 

Design Essentials features two categories - “frequently bought together” and “customer favorites” as you scroll down on every product page. 

Example of product recommendations by Design Essentials

13. Add to wishlist feature—with a share option

However minute, this is a feature that can add that extra bit of wholesomeness to the user’s experience. Wishlists help users come back to products they may want to buy at a later date. 

a) Offer the option to create numerous lists

This can aid users to use personal sorting methods to keep track of the products they are eyeing. The more categories a user is able to add, the better they will be able to sort through their own choices. 

b) Enable sharing of “wishlists” and “favorites”

A simple tweak to what users can do with their wishlists can do wonders. If you make wishlists shareable, you are likely to grab more eyeballs that are socially relevant to your existing users. 

Modcloth makes it easy to “heart” a favorite to save the product. 

Example of wishlist option by Modcloth

14. Virtual trial rooms for a store-like shopping experience

Given that the real focus of improving product pages is to offer a wholesome shopping experience to customers, virtual styling and trial room options need to be taken seriously. 

Here are some things to consider:

a) Get as close to a “real” shopping experience as possible

Introducing 360° images can offer users the opportunity to look into the details of what they are about to buy. Alongside, if you offer the options to switch colors and/or prints, this can customize the experience further. 

Warby Parker offers a “Virtual Try-on” option to its customers on its mobile app.  

b) Give them more reasons to buy

2D representations of the product a customer wants to buy can be uninspiring. They can appear as caricaturish and unprofessional, leading to a wrong perception altogether (even if the actual product is great). 

Take a cue from brands like Sephora that are leading eCommerce into more futuristic possibilities around AR and VR. In the process, customers are finding more reasons to try new products and even make purchases off their PCs and mobile phones. 

Way back in 2017, Sephora ensured its iOS app got a “virtual makeup artist” update. You can consider adding a similar feature on your product pages. 

Augmented reality experience by Sephora

15. Social proof that highlights the positives (and the negatives)

As human beings, we are engineered to pay heed to a “trend”, whether we’re shopping online or offline. Social proof ensures people take purchase decisions seriously, which is why information around the experiences of other buyers becomes paramount. 

The following example shows how Tesalate showcases social proof right where it matters on the product page. 

Example of social proof by Tesalate

a) Factor in the negative as much as the positive

The reason why most users depend on social proof is that they are essentially looking for a “real” picture. They want to know why others like them are leaning or not leaning towards a certain product. So as counter-intuitive as it seems, when you include negative reviews with as much gusto as the positive, chances are you’ll be trusted more. 

b) Use different forms of proof to enhance trust and believability

Personal reviews are just one way to garner attention towards the popular experience of a product. Other measures of social proof like expert opinions and media mentions take the game a few steps forward. 

That’s what Harvey Nichols does by offering its customers an option to get their choice reviewed by an expert. 

Example of social proof by Harvey Nichols
A FOUNDER’S GUIDE: Sales Secrets from 15 High-Converting Websites

16. A live chat option that sounds human

Most eCommerce customers count on the feeling that they can depend on the brand they are interested in or buying from. This simple addition to your product pages can increase the chances of conversion significantly—thanks to faster access to customer support and almost no wait time. 

a) Make the best use of canned responses

Since reducing customer response time has to be one of your topmost priorities, review how you can use canned responses more effectively. Typically everyday greetings, clarifying questions early in the chat cycle and standard information including names, numbers, and addresses, can be incorporated without sounding too robotic. 

Amala’s live chat is integrative and features both the option of leaving a response as well as a FAQ section that helps the user choose what they want to be addressed. 

Example of live chat by Amala

b) Utilize the option of co-browsing

Your live chat function can solve more problems if you enable it with the co-browsing option. It’s especially helpful when customers are confused about the process of virtually trying out products, requesting a replacement, or wondering how to return a purchased product. 

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