Product detail pages are an essential part of the eCommerce experience. They are often the make-or-break factor when it comes to conversions.
A well-designed product detail page will include all of the information a customer needs to make a purchase decision. It will also be easy to navigate and should clearly guide the customer on what to do next.
Here are two templates to inspire your next move:
Product Detail Page Template 1:
Full Functionality, Complex UI
Product Listing Page Template 2:
Simple Layout, Consistent UI
When it comes to creating a product detail page that converts, there are certain elements you just can't do without.
Here's a quick rundown of the must-haves for any effective product detail page template:
When it comes to designing an eCommerce menu, there’s one golden rule: follow your customers’ intent.
Customers who are actively invested in your products would benefit from a horizontal menu that is widespread and detailed.
On the other hand, if impulsive buying is a key factor in the decision process, you may want to have something like a hamburger menu that is ever-present but does not overwhelm the customer and instead lets them explore as needed.
Whichever route you choose, it’s important to ensure your menu is clear, easy to spot, and intuitive.
💡 Pro Tip
Have between 4 - 6 parent categories and <10 subcategories under each. Any more and you may risk the chance of overwhelming the customers instead of helping them.
2. Breadcrumb Navigation
Breadcrumb navigation is a navigation option that allows users to switch between different pages of your website, helping their browsing experience be smooth and intuitive.
It's important to use this on product detail pages because it makes customers feel as though they're getting more information about each item as they scroll down the page.
It also helps visitors keep track of their location on your site. This helps customers know where they are and how to easily navigate back to previous pages.
Breadcrumb navigation can work tremendously well in eCommerce solutions, allowing online shoppers to easily navigate through a large and ever-evolving collection of products.
💡 Pro Tip
Remember to leave negative space! You need your breadcrumb navigation bar to stand out and the best way to do that is by avoiding unnecessary clutter.
3. SEO-Optimized Product Information
It's not enough to just have a great product. It has to be easy for customers (and those simply exploring) to find your products and all the information they require.
The best way to do that is with SEO-optimized product content.
To get the most out of your product detail page, it's important that you optimize it for your customers as well as for search engines. This means including keywords in titles, descriptions, and other rich snippets.
Make sure your product detail pages are optimized for search engines with the right mix of keyword-rich titles, descriptions, and metadata.
With your brand's active participation in these channels, your products will show up higher in ranking on the search results page.
💡 Pro Tip
Ensure your product title includes the target keyword and product code and the meta description uses the dimensions, color, and category name wrapped in an H1 tag.
The product images should be high-quality with relevant alt text; the product descriptions should use long-tail and LSI keywords; and include rich content like product videos, FAQ section, and related products.
4. Proactive Product Search
Searching for products in eCommerce stores can be daunting. Especially with larger inventory stores, it's easy to get lost in the mix.
Using a proactive product search on the product detail page can help you streamline your list and make sure your customers can find exactly what they’re looking for.
Fun fact: This can also be used for buyer intention research if you have a relatively smaller number of products.
For example, what combination of attributes or related features would make a user decide they want to buy something?
A combination of user research and analytics can help you find answers to these questions.
💡 Pro Tip
Help visitors find the right product faster with proactive search features like auto-suggest and product filters.
Incorporate elements like rich content search results to fasten up the process and help them find the right product detail page.
You’ll love this: eCommerce Search Results Page: 15 Conversion Principles for Reducing Drop-offs
5. Sorting & Filter Facets
The product detail page is a great place to show off your products in depth — but it is still crucial that customers are able to sort through variants of the same product.
Filter and sorting facets enable customers to filter, sort, and categorize information on one product detail page. These can be through various criteria like price, color, size, and more.
💡 Pro Tip
When developing Sort By, stick to the basics. Customers are familiar with them and expect eCommerce stores to enable options like price, popularity, date added, etc.
When it comes to filters, you can tweak these based on your product descriptions. Include specific-product information like display size (for electronics), fabric type (for apparel), fitness level (for sports goods), etc.
6. Distinguishable Discount Section
Customers LOVE discounts, right?
Make it easy for visitors to spot sale items and special discounts with a clearly marked section on your product detail pages. This will help them to make quicker decisions and be more confident in their purchase.
Keep them engaged with a clearly distinguished discount section on the product detail page. This way, they can bag deals and offers without any extra effort. These discount links can also be used with related products or services to help boost traffic and sales.
💡 Pro Tip
Build a detailed discount section that works as the final nudge customers need to get off the product detail page and onto checkout.
Include store discounts, credit card deals, third-party offers, and even loyalty tasks customers can do to bag a better deal overall.
7. Detailed Customer Reviews
Customer reviews and ratings are a fantastic tool in helping your business to stand out from the crowd.
They provide an honest assessment of your products that potential customers can see by simply clicking to read.
As a brand, you can also build trust and credibility by displaying the positive reviews you’ve brought in as well as handling negative reviews in a constructive manner.
💡 Pro Tip
Try and make these as detailed as you can. Incorporate star ratings, photos, and videos. Encourage your customers to participate in this and give them a reward for it.
To make them more detailed (and hence more effective), try and incorporate useful information like a customer’s personal details (eg: size for a fashion business), the most beneficial feature for them (eg, with electronic devices), or the use case for a particular product (useful for lifestyle brands).
8. Clear CTAs
A call to action (CTA) is the most important element of a product detail page template. It's what prompts the viewer to take action and complete their purchase.
Include prominent and clearly worded call-to-action buttons to encourage visitors to buy, add to cart, or learn more.
💡 Pro Tip
There are four main types of CTAs: benefits, desire, registration, and reminder.
The benefits CTA shares product features; desire CTA builds desire for the products; registration prompt prompts users to buy; and reminder encourages users to take a second look.
Use at least one of each four types across the product detail page and see how it benefits your conversions.
9. Trust Badges
A trust badge is a symbol that lets customers know that they are dealing with a high-quality website.
It gives them a sense of security and trust, which boosts confidence and tends to improve customer satisfaction.
By continuously storing trust points and adding badges on product detail pages, you can create a sense of your brand's quality, reliability, and usefulness.
💡 Pro Tip
These come in the form of SSL certificates, social proofs, payment gateway badges, warranties & guarantees, and credible third-party sources.
Try and incorporate as many as you can and spread them across your product detail page so each scroll has some element of trust built into it.
10. FAQ Section
Customers tend to have a lot of questions but having your customer execs answer each one may leave you in a pickle for time.
Having a smart FAQ section helps. It is a great way to inform customers about the information they need.
You can include FAQs on your product detail page template to help lead people to important topics, without burdening them with too many questions and answers.
Remember, you want to keep things simple and clear, which can be done easily by putting an FAQ section in the right spot on your product detail page template.
💡 Pro Tip
Build an FAQ section as a separate pop-up along your product detail page. This will be ever-present so customers can access it as they need but also neatly hidden away so it isn’t distracting for the eye.
Make a list of the commonly asked questions and divide them into categories that customers can browse through to discover more about your products.
Simultaneously, allow for a contact form or contact button through which customers can access help in the event of a critical circumstance.
Hey, have you seen this? eCommerce marketing strategy: 12 questions founders should ask themselves
11. Contact Form
Having a contact form on your product detail page can represent a customer service representative alongside your FAQ section.
It is one place where customers can access answers, address queries, and send requests to reach customer executives when they need to speak with them directly.
You can take advantage of this by allowing users to ask their queries via a digital contact form that streamlines the process.
💡 Pro Tip
When using a contact form, ensure you ask for only the crucial information that you need to register that concern. Stuff like name, contact detail, and query.
Try and incorporate some form of an AI-built chatbot that can ease customer concerns without needing help from customer representatives. This will help restrict repetitive tasks to automation.
At the same time, have helpline numbers clearly mentioned. Remember, there are certain circumstances where AI help is limited. Always ensure you account for everything that can possibly go wrong.
12. Store Policy
A product detail page template should have all the information that a potential buyer will be looking for. This is how you can help your client get what they want in an efficient way.
This includes store policy: returns, exchanges, warranties, guarantees, shipping, delivery. Whatever the heart desires.
Mentioning these policies in your templates can help your visitors understand what they can expect with their purchase. It’ll also keep them informed about store protocols in the event that something goes wrong.
💡 Pro Tip
Have a “no-nonsense” returns policy. Remember: your customers are trusting you with their purchase. Make this process easier for them with an accountable returns & exchange system.
Maintain trust with full transparency in pricing, delivery timelines, shipping services, and return dates. If you want to offer better services (faster delivery, longer returns), do so but account for the added expenses and charge a premium for it.
The footer is a critical element of every product detail page. It brings harmony to the page by putting together all the little details that a user needs to finish their journey.
It creates context, improves the user experience, and provides an intuitive method for customers to access more information about your website.
The footer usually has some information about the company and category pages, store policies, copyright notices, contact details, and trust badges.
💡 Pro Tip
While it is, in most cases, an optional element, the footer brings a closing note to the user’s experience. Use it to create a positive experience with trust badges, store guarantees, contact details, and email opt-in. Make it fun & functional!
Product detail pages are key to any eCommerce website - they are, after all, what sells your products!
A good product detail page template will include all the important elements that help customers make a purchasing decision, while also making your products look great.
Using the elements listed above, you can experiment with your own design styles and build a look that is unique to you and still captures all the information your customers need.
Remember: a well-designed product detail page can be the difference between a customer completing a purchase on your site or going to a competitor.
Keep Reading: eCommerce Product Page Guide