Conversion Optimization

Product Listing Pages: 20 High-converting Examples For 2024

eCommerce product listing pages often overwhelm shoppers. Steal the best ideas from high-converting product listing page design examples (from the most-loved brands).

Product Listing Pages: 20 High-converting Examples For 2024

Fact: 58% of shoppers leave due to poor experience. 

Also, a fact: A majority of eCommerce stores have stunted growth because of poor product listing page design.

In this piece, we’ll break down what we’ve studied about eCommerce product listing page examples that convert. 

20 eCommerce Product Listing Examples to Inspire Yours

1. Get that perfect product view (Everlane)

product listing examples: Grid vs list view layout

Everlane’s product listing page has a product view that’s easy on the eyes.

A convenient product view increases your mobile conversion rate. There are two ways to do this: 

  • Grid view: Use 2 to 4 images in a row—it's easier for your customers to compare products thanks to visual distinction 
  • List view: Display 1 product in a row—for high-consideration products, this helps customers scan product information easily

Convertcart Quick Tip

Choose a list view for products requiring technical information. A grid view works for products that rely on external appearances.

2. Entice your audience with persuasion triggers (Missguided UK)

product listing page examples: Use product badges

Persuasion triggers leverage FOMO to kick off conversions. 

Missguided UK uses product labels Going fast triggers a sense of urgency in this product listing example.

You can do it two ways: 

  • Feature bestsellers—Include quotes from customer reviews that highlight product USPs, 5-star ratings, etc.
  • Use product labels such as ‘Low Stock’, ‘X customers just bought’, or ‘Recently Restocked’

Convertcart Quick Tip

Use a percentage-off discount for products under $100 and a dollar-off discount for products more than $100.

3. Keep the best on top (Home Depot)

product listing page: Include best sellers on top

When shoppers see best sellers, they develop a high sense of trust thanks to social proof.

‍Here's a product listing page example from Home Depot displaying their best sellers at the top for high visibility.

Convertcart Quick Tip

Include the number of customers who bought your best sellers on your PLP for better persuasion.  

4. Use drool-worthy headers (ULTA)

product listing website: Informative PLP headers

Your PLP headers must be persuasive—make them visually appealing and informative enough to nudge them to go to your product pages.

ULTA’s PLP headers display appealing offers above the fold. 

Convertcart Quick Tip

Use a dynamic search bar above the fold to make product discovery easier on your product listing pages.

Check this out: Our Favorite Hero Image Examples in eCommerce (2023)

5. Make navigation a walk in the park (Waterstones)

product listing page best practices: Header navigation

A study by Baymard Institute reveals that displaying product categories in the main navigation makes customer journeys smoother.

Waterstones allows users to click through product categories, use their search bar, and rate their favorite items. 

You can transform your eCommerce PLP by making these changes:

  • Display product categories at the top, allowing a clear view
  • Make your website easy to search through a simple and intuitive search bar
  • Open ratings to your audience and allow them to rank each product
  • Provide filtering tools that let the audience sort through color, size, category, price, etc.

Convertcart Quick Tip

Add a description of the products on the product listing page between the header and product line. Here’s how Bigelow Teas does it on their product listing design: 

product listing page design: Category description in header

6. Feature a limited number of bold images (Missoma)

product list example: Feature bold images

Feature no more than 5 images in a row so your users can compare easily. 

Use a similar and neutral background to give the product image an enticing look.

Here’s how Missoma perfects its product listing design (they always feature only three products in a row):

Convertcart Quick Tip

Work on creating a visual symmetry between the images. Shuffle similar product colors or styles. This can make the shopper’s viewing & scrolling experience interesting.

7. Reveal more through hover (Shane Co.)

product listings: Reveal more info on hover

A good product listing example is that of Shane Co., where the audience can get more picture angles as well as understand the type, carat, and make of the product upon hovering.

Optimize your hover with a wishlist (Add to favorites) and ‘Quick add’ to take the customer to checkout.

Convertcart Quick Tip

Featuring a secondary image upon hover is ALWAYS a good idea—as revealed by usability tests performed by Baymard Institute.

8. Use product recommendations—and use them well (River Island)

product listing examples: Smart product recommendations

Product recommendations with the right context can increase your AOV.

To give you a product listing example, River Island displays product recommendations based on past browsing behavior.

Convertcart Quick Tip

Add the inventory alert in your product listing pages to convey scarcity. 

You might like: eCommerce personalization: 20 revenue generating examples

9. Leverage social proof with product ratings (Fabletics)

product listing page examples: Social proof

Adding star ratings to your product listing page reinforces trust and shortens the customer journey.

A great product listing example is Fabletics which shows the rating right next to the product making it easier for their customers to make an informed decision.

Convertcart Quick Tip

Feature the total number of reviews next to the star rating to give a reference point to evaluate. 

10. Feature “recently added” for repeat customers (Soludos)

product listing page: New Arrivals and recently added

A “recently added” section can bring back your existing customers.

Soludos, as a product listing example, takes its new arrivals seriously and ensures they get that tag on its product listing pages.

A call-out of this nature does two things at one go:

- engages the repeat visitor’s imagination a little longer

- drives the loyalist to consider buying something new in a category they already love

Convertcart Quick Tip

Feature most of your recent additions to the category towards the top of the page—with the rest strewn in lesser numbers as the shopper scrolls down. 

11. Make products on sale prominent (LeSportSac)

product listing website: Highlight products during sale

Try markdown pricing like this product listing example from LeSportSac, and how they contextually highlight the items on sale. 

Convertcart Quick Tip

Along with a sale price, also mention if those products can be available at an even lower price for some unique reason.

Wayfair has a price category called the ‘open box outlet price’ on the product listing page. This features products from the returns category that have been inspected and are in excellent condition. 

product listing: Special price category

12. Make your labels offer a quick product benefit (Huel)

product listing page best practices: Quick benefit labels

Product labels convey the core benefit of the product. This helps customers buy a product that meets their needs.

Nutrition brand Huel shows us how to do this on the product listing page:

Convertcart Quick Tip

Position the label at the top right of an image for better readability.

13. Incite extra interest through “quick look” (Sephora)

product listings: Quick View on hover
product listing pages: Quicklook overlay window

Adding a quick view option allows your customers to view a product through an outlay window without requiring them to go into product pages.

Here’s a look at how Sephora incorporates this feature into their listing pages. 

Convertcart Quick Tip 

Inform your customers about the quick view option using a different color button.

14. Highlight a special feature alongside products (Bellroy)

product listing examples: Special feature product badge

Highlighting a special feature on your product listing pages with a offer badge conveys the intrinsic value of the product compared to other products. 

Bellroy uses a offer badge that reinforces the product value.

Convertcart Quick Tip

Highlight the special feature using your brand colors for high visibility.

15. Introduce the side scroll feature for product variants (Allbirds)

product listing page examples: Side scroll

Your customers’ purchase intent is greatly influenced by color. 

An option to switch the variant makes it easier to view products without having to switch back and forth between listing and product pages.

Allbirds uses horizontal side scrolling to make shopping easier in their product listing page design.

Convertcart Quick Tip

Highlight limited edition colors to drive exclusivity. Rare colors find more takers among customers.

16. Feature related products in the same row (Natori)

product listing page: List related products in the same row

Showing product recommendations that are related to the product the customer is viewing creates personalization. 

In fact, 72% of customers only engage with personalized content.

In the above example, Natori places all the products in the same row.

Convertcart Quick Tip

Label related products with appropriate descriptors so that even if the images seem very similar, shoppers exactly know what they are looking at.

17. Create visual relief by introducing a surprise element in the layout (Papersmiths)

product listing website: Product listing layout

Mixing things up in your product listing page example brings visual relief to the stiff grid layout.

This reduces scrolling fatigue and increases time on page. 

Papersmiths, the UK-based stationery brand does it well. 

Convertcart Quick Tip

Add a compare option in your grid layout so customers find it easier to compare two or more products.

18. Prioritize exclusivity & scarcity (Cutie Pawty)

product listing: Exclusivity/Preorder

Products that are limited in supply sell well thanks to their exclusivity. 

Pet brand Cutie Pawty, for instance, manufactures certain products only by pre-order and uses a product badge to highlight the same.

product listing page best practices: Stock alert

It communicates scarcity using a product badge increasing its value.

Convertcart Quick Tip

For best results, limit the labels to two in case of 5-6 images and one for three images. Avoid featuring them in every row.

19. Don't underestimate the footer (Javy Coffee)

product listing page design: Important links in footer

A truly user-friendly footer works as a bottom navigation tool. It helps your customers with useful information offering closure to their customer journey.

Javy Coffee has designed their product listing page footer that’s user friendly.

Convertcart Quick Tip

Add a User Generated Content nudge. Encourage customers to try your products and share them with you.

20. Optimize the wishlist option(ASOS)

product list example: Display the wishlist option

Adding a wishlist allows customers to save products for later purchase. This strengthens their intent. 

Notice how distinctly ASOS features the wishlist option on their product listing page images:

Convertcart Quick Tip

Design a wishlist with filters that make it easier for customers to sort purchased and items not bought.

Check this out: Order Wishlist Page: 9 Ways to boost conversions (and lessons from Amazon)

Recommended reading:

eCommerce product catalog: common mistakes + how to fix them

Product Detail Page: High-converting Templates (eCommerce)

eCommerce Product Launch: The Most Comprehensive Guide Ever

Questions people ask

1. Why are product listing pages important in eCommerce?

It is because of listing pages that a business can rank on search engines, and ensure the latter can create rankings for different products as well. 

Think about it this way: without product listings, businesses would only be left with product tables, which the search engines wouldn’t be able to read effectively. 

Product listing pages also help a business match customer queries with the products that are cited on those pages. 

So the more relevant a product listing page is, the higher the chances it’ll match user intent & queries, and in turn, help search engines rank it. 

2. Are there any product listing page design templates?

A well-designed product listing page is critical for any eCommerce website. It is the first step in the customer journey and can make or break a sale.

Here are some product listing page templates we think you’ll love:

Product Listing Page Design Template 1

Fully Functional, Complex UI

Product listing Page Design Template 1

Product Listing Page Design Template 2

Functional Layout, Simple UI

Product Listing Page Design Template 2

Product Listing Page Design Template 3

Clean Design, Minimalist UI

Product Listing Page Design Template 3

3. What are the benefits of having a product listing page?

  • Gives you a better understanding of your customers & their psyche
  • Helps your customers discover your products & understand them in detail
  • Offers insights into how different products are performing & how to boost performance
  • Improves customer engagement
  • Simplifies the shopping experience
  • Reduces the time taken during checkout

4. What are the key elements of a product listing page?

  • A clear and easy-to-locate search bar
  • Popular searches, best selling products, and other relevant products
  • Relevant offers and deals you are offering to your customers
  • Tools that will help the audience navigate through the products
  • Tools that will help personalize the search results
  • SEO keywords that are relevant and customized to your webpage
  • A list of all products in your store, with pictures & apt descriptions
  • Relevant CTAs that encourage the audience to make a purchase or learn more
  • Terms & Conditions, Privacy Policy, and Return, Exchange & Refund Policy

A well-researched and optimized product listing page will help boost your conversion rate and improve your overall sales figures.‍

Take, for example—the eCommerce product listing page (PLP) for an established brand like ASOS.

Notice how the product listing page is clean, minimal, and extremely functional with features that make the users’ journey simple.

product listings: Optimize for user experience

5. What tasks do you need to perform to optimize your product listing page (PLP) more effectively?

  • Determining which keywords to target on your product listing page (PLP)
  • Creating high-quality product descriptions that deliver value to the customer while addressing their search intent
  • Planning a landing page strategy in tandem with your ad campaigns and keyword bids
  • Ensure that the pricing of the products featuring on your product listing page (PLP) reflects market trends
  • Setting up conversion tracking

6. So, how is the product listing page (PLP in eCommerce) different from PDP?

A product listing page is a single web page that shows details about your product—the title, price, images, description, and the like.

A product listing page helps build awareness for all the products in your inventory.

It helps to drive sales and conversions by giving consumers more information about the entire range of products in one go.

A product listing page (PLP) also allows users to select or filter permitted products from different collections.

This type of page allows the sellers to include product images, product descriptions, and item specifics.

It also comes with selling tools that enable users to manage their listings and monitor their sales data.

The product detail page goes one step deeper. It is a page that is created for each one of the products you sell.

It should contain any aspect of a product that you want people to know about.

The product description page is the best place to add more value and incite action from a visitor.

It’s the quickest way for a consumer to review all important information about a particular product and make a quick decision.

‍

7. Also, what is the difference between a product listing page design and a landing page?

The main differences between a product listing page and a landing page are the following:

- the intent of the shopper

- the kind of action that the shopper takes

- the elements that each page contains

If we address the above, it’ll look something like this:

In terms of intent and action, shoppers are looking to explore products from various categories under the same brand—the intent may or may not be to purchase immediately. 

For landing pages, however, the intent of the business is to put forward a product or line of products that shoppers can buy right away, typically with the help of an offer—even the latter end up on landing pages because they’ve already expressed interest in buying through their keywords. 

In terms of elements, a product listing page offers access to the rest of the website—which means, it’ll have the navigation menu for shoppers to explore other parts of the site. 

For landing pages, however, the focus is central to the product and offer in question, which is why most don’t offer other links that’ll take shoppers to the main site. 

8. How many products should I show on a product listing page?

A product listing page (PLP) is often a single page on a website where multiple items from one or more products can be viewed and purchased.

However, larger websites generally use multiple—even thousands—of eCommerce product listing pages (PLPs).

These can be filtered by category, collection, pricing, offers, etc.

There can also be other product listing pages (PLPs) depending on the product and manufacturer.

For example, a business that sells computer hardware may have one eCommerce product listing page (PLP) for wireless routers, one for motherboards, another for power supplies, etc.

When determining how many products to show per eCommerce product listing page (PLP), remember to factor in two key rules: speed and accessibility.

Your product listing page should take no longer than two seconds to load. Chances are that if it takes longer, you will lose up to 40% of your customers.

Avoid cramming the eCommerce product listing page (PLP) page. Ensure that each product is visible with the price, description, and other elements mentioned.

9. How do I create an effective product listing page design?

A product listing page is a page that allows potential customers to view and purchase your product or service.

This is different from a static brochure type page in that the information usually found on the product will appear on the listing page.

As a result, you will need to create pages that allow interested buyers to review the products they are considering purchasing.

A good product listing page provides information on the items, addresses potential questions, and shows how these items will improve their lives. 

This is also the perfect opportunity for you to leverage your main keyword or keyword phrase to rank for it.

Using product listing pages to boost search engine rankings is a proven method used by several brands across the globe. 

10. What product details should be shown on a product listing page?

When a shopper views the individual products on a product listing page (PLP), what they are actually looking at are individual product pods. 

What information each product pod carries is vital in deciding whether a shopper decides to explore further through a product page and finally, convert. 

For your product listing pages (PLPs) to work well, here’s a list of factors your product pods should definitely feature:

  • A primary image (and a secondary image if you want to activate the hover feature)
  • Color swatches if there are multiple color variants available
  • Thumbnail images if the product variants have slight differences
  • Stock availability
  • Price
  • Any available discounted savings
  • Product name and a brief descriptor
  • Add-to-bag CTA
  • Quick View or Quick Look feature
  • Star ratings & the average rating in numbers

11. What best practices should I follow to make my product listing pages (PLPs) perform better?

Since your PLPs work at several levels - for easy scanning, easy comparing and quick navigation between categories - you’ll HAVE TO ensure certain vital aspects are in place for them to perform well. 

  • Breadcrumbs to ease navigation at the top of the page & bottom of the page
  • Pagination or ‘Load More’ to make sure shoppers don’t quit midway
  • Keep filters visible and highly accessible (placing them in a familiar location is a great idea - the left-hand side of the page is where most shoppers look)
  • Make the filter section sticky 
  • The number of products in that category needs to feature right at the top
  • Keep related categories handy in boxes at the top of the page

Before you go: Are you really happy with your PLP conversion rate?

98% of visitors who visit an eCommerce site—drop off without buying anything. Why: user experience issues that cause friction for visitors.

And this is the problem Convertcart solves. We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversions.

How we can help:

Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions. 

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