As an eCommerce business owner, you’re constantly trying to enhance the experience for your customers—as you should—considering 58% of shoppers leave due to poor experience.
However, there is one crucial element you may not be considering: your product listing page.
And, it makes sense: your customer cannot buy something if they do not understand it.
Sounds simple enough: but is it really?
Did you know that a majority of small to medium eCommerce businesses are experiencing stunted growth because of poor product listing pages?
Some common problems include low-quality product images, truncated product descriptions, an overwhelming amount of options, and confusing navigation.
Fret not, there is a simple way to fix that:
Optimize your product listing page (PLP) to the last detail!
Short on time? Here's a quick video with all the brilliant examples:
Product Listing Pages: 12 high-converting examples + best practices (& FAQ)
1. Get that perfect product view (Everlane)
The more attractive and engaging your eCommerce PLP is—the more effective it will be for visitors to click through—which is one of many great tactics to increase conversion rate on mobile. When it comes to product view, it is best to efficiently utilize all available space without leading to eye fatigue.
There are two ways you can achieve this:
- grid view with two to four images, and
- list view with one product per line
The grid view brings more attention to the product picture and is often used by fashion brands, whereas the list view offers more information about each product and is best used for electronic brands, food brands, etc. Here’s how Everlane features a grid view.
2. Entice your audience with persuasion triggers (Missguided UK)
We all love a good sale and when we see a flash sale, we’re lured in by the urgency of making a purchase while the discount is still around.
Flash sales aren’t unusual: they're a common practice for boosting Black Friday sales.
In fact, they are a proven tactic known to boost conversions by playing on the Fear of Missing Out—and it makes sense.
Triggered by scarcity and urgency labels on product images, visitors are more aggressive in taking action.
Let us consider the example of Case-Mate, which ran two mini flash sales to test the results.
Here’s what they found—the first flash sale achieved a whopping 50% increase in conversions and the second got a 105% increase in conversions.
To understand how you can use these persuasion triggers on your website, get product listing page design inspiration from Missguided UK.
3. Keep the best on top (Home Depot)
On your product listing page, it’s important to show your best selling products first.
If a shopper lands on this page and sees products that are highly rated or have been bought by lots of other people, they can infer that the brand is doing something right and are more likely to trust and purchase from your business.
This is a subtle but powerful way to reassure the shopper that our store is efficient and safe.
A good product listing page example is that of Home Depot.
An established brand with a long history in the US, they use this product listing page template to show the audience their best selling products at the very top.
4. Use drool-worthy headers (ULTA)
Headers form the meat of the page. They are one of the most visible and accessible things on your website.
eCommerce PLP headers are what you use to make a compelling statement about your products that stick with your customers. You want these headers to be eye-catching and engaging enough for them to click through to your products page and learn more.
They, therefore, need to be as visually appealing, informative and helpful as possible. By optimizing your headers you’ll be in a better position to achieve this.
To gain a better idea of what optimized headers look like, check out ULTA. To make their page headers more visible, they use images in their headers and limit the amount of text.
5. Make navigation a walk in the park (Waterstones)
Even though the Internet is rapidly evolving, we still haven’t come up with a better solution for navigating websites than using menus.
Menus are the typical tool we use to navigate websites and since they are so common we tend to take them as a given.
However, recent research by Baymard Institute revealed that displaying product categories in the main navigation can have enormous navigational advantages.
Along with that, there are a few things you can do to simplify navigation simpler and drive conversions:
- 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.
To drive this point home, let’s look at Waterstones, a leading digital bookstore that allows users to click through product categories, use an easy-to-operate search bar, and rate their favorite items.
6. Reveal more through hover (Shane Co.)
People like to see how things look. This is especially important when it comes to products that they’re thinking of buying.
When you allow them to hover over the product image and get more visual information, they can quickly assess without having to leave the page.
The image carousel helps the customers gain a better understanding of the product and decide if they should view the product detail page and learn more about it.
A good example is that of Shane Co.’s wedding bands, where the audience can get more picture angles as well as understand the type, carat, and make of the product upon hovering.
7. Use product recommendations—and use them well (River Island)
Product recommendations have long been championed as a very strong way of driving behavior from the product listing page.
They work well as manufacturers, retailers and brands can usually display products that are similar to the ones the user has already browsed, resulting in them clicking on an additional item or increasing their basket size.
Picking the right product recommendations is crucial.
It is best to show items that are relevant, personalized, and likely to connect with THAT user.
eCommerce personalization goes a long way in driving revenue.
Hey, you'll love this: eCommerce personalization: 20 revenue generating examples
To give you a brand example, River Island displays product recommendations based on past browsing behavior. This makes it easier for users to enjoy these recommendations and even think of buying a few products. The best part? It allows River Island to personalize the experience without breaking any data protection laws.
8. Leverage social proof with product ratings (Fabletics)
“When you say it, it’s marketing. When your customer says it, it’s social proof”, Andy Crestodina.
Whether a shopper likes to make an informed purchase based on feedback from product reviews or they do it based on their own personal preferences; displaying reviews and ratings gives them the support they need to make a buying decision.
Ratings and reviews also inspire trust that the product is worth their time and money. Customers are more likely to opt for a product when they know that it was worn—and loved—by another fellow person. A great example is Fabletics which shows the rating right next to the product making it easier for their customers to make a holistic decision.
9. Feature “recently added” for repeat customers (Soludos)
As much as your product listing pages are a way into your brand and offerings for new buyers, they can also be the reason why loyalists come back.
This is why a “recently added” section can work wonders on a page like this.
Look at it this way - “new arrivals” or “recently added” calls out attention to what’s fresh in that category.
It’s quite possible that many of your repeat customers are already acquainted with your current category offerings. So 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
Soludos, for example, takes its new arrivals seriously and ensures they get that tag on their product listings pages.
10. Make products on sale prominent (Le Sport Sac)
Let's pause once to consider the typical structure of a product listing page. Within limited real estate, a business has to show its products, display critical task buttons, display price, highlight selections, make space for filters and so on. In terms of design, we’re talking about a lot, which means any product listing page has to work extra hard to inspire people to buy.
Enter the mark-down sale with slashed prices, with or without reason, across the year.
By making products that are on sale prominent, it’s possible to pull visitors in. This enables them to immediately compare the price differences. Typically, sale prices are a lot more competitive and this needs to be made upfront for people to consider buying.
Here’s an example from Le Sport Sac, and how they contextually highlight the items on sale.
11. Incite extra interest through “quick look” (Sephora)
Even if you assume users would certainly be interested to explore your offerings, you can’t assume they have all the time in the world. In fact, it’s best to optimize your product listing page with the assumption that most users won’t want to go into the product pages.
Bad news? Not exactly. It’s an opportunity to find a middle ground between the briefest specifics (what you generally see on a listing page) and extreme detail (what you see on a product page).
Enter the “quick look” button, which is a win-win. It serves you as a business because you can channel all the willing attention to deeper detail and it serves the customer because they don’t need to employ extra clicks and spend more time.
Here’s a look at how Sephora incorporates this feature into their listing pages.
12. Highlight a special feature alongside products (Bellroy)
Have you wondered what the typical experience of a person going through a product listing page is like? It starts with interest, moves to impatience (especially if they aren’t able to find what they are looking for) and possibly ends in fatigue.
To bring a little relief and break the monotonous spell of continuous browsing, some witty brands are now doing something interesting.
They are promoting an offer or a brand feature in one tile along the grid layout, as the user jumps from column to column during browsing. It’s typically on the extreme right and appears after a few scrolls.
Here’s an example from Bellroy.
FAQs about the product listing page: a handy checklist
A product listing page (PLP) is one of the most important factors in improving your conversion rates - so it’s necessary you get it right. The PLP is an essential part of any eCommerce website and plays a key role in helping shoppers make their purchase decisions.
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
What should my product listing page feature?
- 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
- Plenty of CTAs encouraging the audience to make a purchase or learn more
A well-researched and optimized product listing page will help to boost your conversion rate and improve your overall sales figures. Take, for example—the eCommerce PLP for an established brand like ASOS. Notice how the product listing page is clean, minimal, and extremelyfunctional with features that make the users’ journey simple.
What tasks do you need to perform to optimize your PLP more effectively?
- Determining which keywords to target on your 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
- Ensuring that the pricing of the products featuring on your PLP reflects market trends
- Setting up conversion tracking
So, how is PLP different from PDP?
A product listing page is a single web page that shows details about your product—the title, price, images, description and so on. 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 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 and all aspects 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.
How many products should I show per 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 PLPs. These can be filtered by category, collection, pricing, offers, etc. There can also be other PLPs depending on the product and manufacturer.
For example, a business that sells computer hardware may have one eCommerce PLP for wireless routers, one for motherboards, another for power supplies, etc.
When determining how many products to show per eCommerce PLP page, 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 PLP page. Ensure that each product is clearly visible with the price, description, and other elements clearly mentioned.
How do I create a product listing page?
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 in order to rank for it. In fact, using product listing pages to boost search engine rankings is a proven method used by several brands across the globe.
Still looking for a way to assess your PLPs better?
Try out our free audit tool to get more information on how your current PLPs are performing.