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Ecommerce Growth

Product Listing Page: High-converting Templates (eCommerce)

The Product Listing Page is an eCommerce essential. Here's how to nail it.

Product Listing Page: High-converting Templates (eCommerce)

The Product Listing Page is an eCommerce essential.

It is one of the most important pages on your website. This is the page where customers will come to browse and shop for your products.

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 templates we think you’ll love:

Product Listing Page Template 1:

Fully Functional, Complex UI

Product Listing Page template

Product Listing Page Template 2:

Functional Layout, Simple UI

Product Listing Page template

Product Listing Page Template 3:

Clean Design, Minimalist UI

Product Listing Page template

There are a few key elements that should be included on your product listing page in order to make it as user-friendly and effective as possible.

1. Menu

Product Listing Page example

A menu is an essential element to include in your product listing page template.

It should be at the top of the page with categories and sub-categories that help direct the customers’ queries.

This will help them find exactly what they’re looking for quickly and easily.

💡 Pro Tip

Menus can take many forms.

While a Horizontal menu may be most common, Vertical menus work better for brands with a heavy product catalog, and Sticky menus work well for faster navigation with more control.

Understand the difference and determine what will work for your brand.

Keep Reading: Boost conversions with the right Navigation Menu (Ideas + Examples)

2. Breadcrumb Navigation

Product Listing Page example

Another essential, Breadcrumb Navigation is a simple bar generally available on the top of the page.

It is a helpful navigation tool that allows users to see where they are on the website and backtrack if necessary.

💡 Pro Tip

It’s always a good idea to make breadcrumbs interactive and highlight them with visual cues such as hyperlinks.

Remember to use this as a support feature in accordance with the menu and maintain shared terminology across both.

Want more? Check out Mobile Product Page Breadcrumbs: 6 Common Mistakes (& 10 Brilliant Ideas)

3. Search

Product Listing Page example

Did you know? Search users offer 180% higher conversions than the site average AND 90% of buyers are more likely to use site search than the search average.

The Search bar has remained a strong option for both brands and store owners alike that want to make the eCommerce shopping experience more user-friendly.

By prominently displaying your search bar and integrating it into the product listing page, you’ll simplify the customer journey and make it that much easier to avoid cart abandonment.

💡 Pro Tip

It’s best to include a dynamic search bar placed above the fold that offers personalized, rich content search results with infinite scrolling and fluid filtering. That’s the golden trio.

4. Snappy Headers

Product Listing Page example

We all know how important copy is in eCommerce. It helps break through the screen and build a deeper connection with the readers.

With an eCommerce store, it's important to make sure your listing page isn’t just easy to use but also makes the customers feel at ease.

After all — you're not just selling a product but also a brand name and the trust that people have built up with you over time.

Headers help you do that. They aren’t just a convenience for visitors, they also add to the conversion rate.

Smart headers immediately grab the reader’s attention and keep them hooked across the customer journey while also making them feel comfortable trusting a digital business.

💡 Pro Tip

When writing headers, use them to direct attention. Align them with the 5W1H principle.

They should be concise and clear, and serve an immediate purpose: tell customers what their very next move should be OR why they should continue browsing. 

5. Bestsellers

Product Listing Page example

The above-the-fold area is valuable real estate on the product listing page template. It’s often the first way customers discover your products or explore your offerings.

By prominently displaying your Bestsellers here, you can highlight your most popular products and hook customers into browsing through your entire collection. This will also help bring visibility to complementary products through upselling or cross-selling nudges.

💡 Pro Tip

Tell customers WHY these products are the bestsellers: include quotes from customer reviews that highlight product USPs.

This will help build credibility for the products as well as trust for your brand.

You can also top it up with persuasion triggers such as ‘Low Stock’, ‘X customers just bought’, or ‘Recently Restocked’.

6. Product View

Product Listing Page example

Product View refers to the layout with which products are listed on the page.

It includes key information such as price, image, product description, product images as well as variants available (size, color, pattern, etc).

Depending on the catalog size and website design, there are two ways to build this: 

Grid view with 2 to 4 images per line

Organizing your products into these grids makes it easier for customers to browse through and compare products.

List view with 1 product per line

Generally used for food or electronic brands, this puts more emphasis on the products and helps customers understand the details about one product at a time.

💡 Pro Tip

List View tends to put more cognitive load on the customer while bringing greater depth to each product.

Grid View tends to ease cognitive load while reducing the effect of individual products.

Both come with pros and cons, so it’s best to determine how you’d like to shape the experience for your customer and which one would be of most use to them.

7. Persuasion Triggers

Product Listing Page example

Scarcity and urgency tactics such as ‘Limited Time Only’ or ‘While Supplies Last’ has long been used in the game to stir emotion and persuade customers to complete their purchase.

These subtle cues, or persuasion triggers, are often found on eCommerce product listing pages to help increase conversion rate and drive sales.

💡 Pro Tip

The most important part of persuasion triggers is making sure they work in conjunction with each other.

Including a ‘Low Stock’ scarcity alert on a particular product and then offering a Limited Time discount will help drive the point home and close on that deal.

8. Price Savings

Product Listing Page example

Everyone loves KNOWING they’ve saved money on a purchase, right?

If you are offering a good discount, you might as well highlight it and tell your customers how much money they’re saving.

This can be as simple as crossing out the old figure and mentioning the new one in red.

💡 Pro Tip

If your products are available across multiple channels, you can curb channel conflict by displaying price breakdown across channels and showing how your website offers the best savings.

You can also amp up the appeal of price savings on a particular product by displaying a prominent persuasion trigger right next to it.

9. Hover

Product Listing Page example

More often than not, customers don’t have the time.

They may be interested but they’re always so rushed that they may log off before moving to the other page.

That’s where Hover helps.

Hover lets you bring in richer product navigation and offer more detail on one product without ever needing to leave the page.

💡 Pro Tip

While most eCommerce websites use Hover to display more product pictures, you can also show variants, reviews, and features.

Above all, ensure the Hover functionality syncs well with the mouse movement. Poor coordination can throw off the customer experience you’re trying to build.

10. Filter & Sorting Facets

Product Listing Page example

Especially useful for brands with a heavy product catalog, Filter & Sorting Facets help customers narrow down product selection to exactly what they’re looking for.

With these, customers can sort products by selecting values found on the Filter Shortcode.

You can either display these filtered products in a custom layout or keep them in line with other facets.

While most eCommerce stores account for the essentials (Price, Size, Color, Category, etc), it’s the specifics they often get tied over.

Truth be told: it’s all about your customer. Pay attention to how they channel their search and you’ll know how to enable these facets.

💡 Pro Tip

Go through your Google Analytics’ All Pages report and find the categories customers visit most often. Make sure to include these in your Filters.

When it comes to Sort By, eCommerce stores all use the same functions. Customers are used to this and it may be beneficial to maintain it for your product listing page template as well.

Curious? Check out 10 smart ideas to improve eCommerce filters (and 7 lessons from Amazon)

11. Quick Add

Product Listing Page example

Simply put, Quick Add is a button that helps customers quickly add the product to their cart without even needing to open the product detail page.

When developed with a simple and intuitive UI, it makes it easy for customers to add multiple products to their cart in just a few minutes.

It gives them the freedom to truly browse through the store and build their desired cart without needing to visit the product detail page.

From there, they can then go to the cart and quickly checkout.

💡 Pro Tip

While there is considerable overlap, you’d like to differentiate Quick Add from Wishlist. Ensure it directly adds to the cart and facilitates quick checkout

Make the process even simpler by including a one-page checkout or one-click checkout. Three pages and you’ve bought something new! The time of technology, eh?

12. Social Proof

Product Listing Page example

Social proof is a powerful way to get a visitor's attention, and unsurprisingly, it's used in eCommerce all the time. 

Collectively termed Social Proof, it refers to all the little things that help build trust in your business: trust seals, warranty tags, customer reviews, testimonials, payment badges, security seals, etc.

These elements tend to influence the purchase decision of customers, leading them to mentally establish credibility for your brand before making a final purchase decision.

💡 Pro Tip

When including customer ratings as stars on your product listing page, make sure to include the number of customers who’ve rated. This will help set a credibility score for that rating.

Prominently display trust seals on the mast headline as well as a sticky banner. Stuff like ‘Free Delivery over $X’, ‘FREE Returns and Exchanges’, ‘Secure Ordering’ will all help convince customers in the final step.

13. Social Share

Product Listing Page example

Social media buttons have become an essential part of any eCommerce product page.

With more and more people flocking to social media and shopping more online, it's time to start including encouraging social media icons on your product listing pages as well.

These buttons also help you increase the number of people who can share your products. The more people that are able to use social share buttons, the more exposure you can get for your product. 

💡 Pro Tip

Include social share buttons on each product image (just as Pinterest does). This will help reinforce the idea that customers can and should share the image with their friends, thereby bringing more exposure to your products.

14. Footer

Product Listing Page example

Including a footer can improve the overall look of your website, as well as provide important information.

The footer is an area below the product view on your eCommerce product listing page that can be used to convey important information to visitors.

Common footer content includes customer profiles, product categories, social media buttons, trust badges, return policy, data protection, and contact details.

A truly user-friendly footer works as a bottom navigation tool that provides your customers with useful information that offers closure to their customer journey.

💡 Pro Tip

Use this valuable real estate to include a User Generated Content nudge. Encourage customers to try your products and share them with you. Add social media buttons as well as an email opt-in just under that so customers know how to stay in touch.

Display trust badges on your footer. In line with the appeal of closure we’re trying to build, this will bring a final note to the website leaving visitors with a sense of trust and comfort in your brand.

15. Wishlist

Product Listing Page example

If you run an eCommerce site, there's no doubt you want your product listings page to be as enticing as possible to potential customers. A great way to do that is with a wishlist.

A wishlist has rapidly become an essential element that helps customers save products they like and come back to them when they’re ready to make a purchase.

💡 Pro Tip

Make your wishlist fully functional with multiple features like sales alerts, email plugs, abandonment alerts, and upsell & cross-sell.

Make it super easy for customers to share your wishlist. Some brands call them hints and make the whole experience more fun by inviting customers to send hints to their friends.

Hey, have you seen this? Order Wishlist Page: 9 Ways to boost conversions (and lessons from Amazon)

16. Personalization

Product Listing Page example

We all know and love eCommerce personalization, right? It is the difference between a good website and a GREAT website.

It’s what helps us continue our customer journey until we eventually have all the pieces we need to complete our wardrobe or put together our rooms or even assemble a laptop from scratch.

Personalization can also set the tone for your customers or provide more recommendations with upselling or cross-selling nudges (bringing in more sales for you).

💡 Pro Tip

Use Google Analytics to determine common navigation workflows and offer personalized recommendations at each touchpoint.

Develop user personas and match customers with high intent x right tactic when they’re most likely to convert: right before checkout (upselling), during checkout (cross-selling), and after checkout (down-selling).

Final words

With eCommerce product listing pages, certain elements are essential and others are more beneficial than crucial. We’ve included a good mix of these as well as three templates to help you design your own page.

Whether you choose horizontal or vertical menus, product grid or list view, hover or none, or even trust badges or customer reviews, it all comes down to how your customers respond. Continually A/B test and understand the difference these elemental changes bring.

Above all, make sure you account for the essentials: a detailed menu with categories and sub-categories, breadcrumb navigation, a clearly visible search bar, persuasion triggers, price savings, filter, and sorting facets, quick add buttons, and a wishlist function.

By including all of these elements, you can be sure that your product listing page will be effective in helping customers find what they're looking for and persuade them to make a purchase.

Keep Reading: Product Listing Pages: 15 high-converting examples + best practices (& FAQ)
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