Top 20 Product Page examples from the UK (eCommerce)

One problem that is common among eCommerce brands is the difficulty in designing product pages that convert. 

With too much at stake, product pages are designed with one or two elements in mind — product descriptions, and images.

Here’s a list of 20 product page examples from eCommerce brands in the UK that serve as an inspiration to creating product pages that engage, educate, and convert. 

1. Kitri: Humanize your product descriptions 

‘Write like you speak’ is a phrase that’s been thrown around one too many times. However, the majority of eCommerce brands write for robots when the core audience are everyday humans. 

Kitri writes its product descriptions for its customers. It is conversational making it easier for customers to understand. 

This product description nails it for the description of the specialty of the dress. It suggests using a belt to keep it tight if the customer wants to hit the floor. 

Why it works 

• Brevity: Simple language without jargon helps customers understand easily. The description is concise. Line spacing is important when it comes to legibility and readability
• Typography: Highlighting information in a different color ensures cognitive ease while ensuring that the message is read by the users.  Red is a color that evokes urgency. 

• Customer support: Kitri has placed the link to customer support link right below the product description. This makes it easy for the customer to find. What makes it stand out is the framing of the message. 

Pro Tip — Write your product descriptions using the inverted pyramid model where the most important information is written first 

2. 16Airlington: Inform customers when it's back in stock 

It’s not uncommon to see your best sellers and popular products go out of stock frequently.

A lot many eCommerce brands do zilch about it. It’s a golden opportunity to engage customers with the help of back-in-stock emails. 

Back in stock emails have a 65.32% open rate which is exceptional among common email campaign types. 

Why it works 

• Color scheme: The website has a simple color scheme of black and white. This makes readability easy while making it versatile that can easily pair well with other colors. 
• International shipping charges: Being transparent in shipping charges reduces cart abandonment rates. 16Airlington mentions international shipping rates that help acquire customers beyond your home country. 40% of customers make international purchases due to better availability and 19% are willing to pay extra shipping charges. 

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Pro Tip — Include a link to your returns page in your product page to inspire confidence in your customers 

3. Whistles: Show directional cues for a better UX 

Ever wondered what makes users interact on a website? Or what makes them glued to the site long enough? 

Well, it's the visual cues! 

Visual cues in eCommerce draw the user’s attention to things of importance and make the user journey on the site smooth. 

Whistles uses directional cues on its product pages to help users move to the next item. 

The pointers help users move to the next and the previous products. This ensures that the user has enough options and information to make a decision. 

Why it works 

• User Experience: The arrows make browsing and the site experience easy for the user. 88% of users never return to a site after a bad user experience. 
• Nudges: Minimum order shipping, easy returns, and in-store stock availability are great nudges that influence purchase decisions.

Pro Tip — Add an animated product demo to captivate user’s interest in the product

Don't miss reading 22 Ways to Use Visual Cues to Drive More Conversions in eCommerce

4. Moncler: Two-column layout done well  

Do you have everything in place that makes for a great user experience? 

We bet not! 

A uniform layout makes for smooth and even navigation while providing a streamlined and clear experience. 

Moncler uses a two-column layout on its product page ensuring a seamless shopping experience when scrolling. 

Two-column layout page makes for a steady and responsive layout for multimedia and content. 

Why it works 

• Readability: The readability isn’t distorted when the user scrolls. The eye coordination between the image and the description is maintained.
• Color Scheme: The black and white color scheme for the product description makes it easy to comprehend. 

Pro Tip — Include a fit predictor offering size match based on other popular brands to make decision-making easier 

5. Gymshark: Offer BNPL options to reduce cart abandonment 

If you are a pricey product but reducing your price is simply not an option, what do you do? 

Offer BNPL options so that customers can’t simply say no. 

Gymshark offers interest free payments in 3 installments on its product pages. 

44% of UK customers prefer BNPL because of the ease and convenience it offers. 

Why it works 

• Delays payment risk: BNPL payments are preferred because they branch out the payment in installments. 31% of customers in the UK use BNPL so they can spread the costs over a long time. 
• Familiarity: Klarna is the most popular BNPL payment method in the UK. More customers in the UK recognize it. Familiarity is a form of social proof that sends trust signals. 

Pro Tip — Include 2 or 3 BNPL options so customers can’t cite the non-availability of their favorite BNPL service 

6. Emma: Use nudges + framing principle 

Even seen how simple nudges can drive conversions? 

Emma uses the social proof nudge on its product pages. 

This uses the stock alert plus scarcity of the product viewed over the last 24 hours. 

Another move by Emma uses great copywriting that uses the framing effect. 

Why it works 

• Framing effect: Upgrade your sleep is a brilliant example of selling the experience. It is framed differently which is a subconscious trigger evoking customers to act. 

• Encourage new trials: Another example is Divide Buy using fast approval convincing users to sign up as it won’t affect their credit score. This reduces the perceived risk and encourages new trials. 

Pro Tip — Using a product demo video increases conversions as 64% of customers are highly influenced by the same

7. Very: Readability over aesthetics 

A visually appealing product page may score 100 if it ever walked the ramp. But, when customers are the best judge, your product page needs to score well for readability as much as for the colors and images. 

Very, a UK-based apparel brand makes readability easy for customers. 

The black and white color scheme ensures cognitive ease — the ease or fluency of the brain to easily process the information. The line spacing reduces cognitive strain which motivates users to stay on the product page. 

Why it works 

• Visual cues: The BNPL and shipping icons are great visual cues from a UX standpoint. 67% of customers opine high definition visuals are more convincing than plain product descriptions. 
• Size Guide: The size guide has a text box when a user lands on the product page. This is a visual cue for the customer to check sizing. This reduces risk aversion as customers get help in finding the size.

Pro Tip — Offer a subscription service for customers who make recurring purchases 

8. Pigletinbed: Offer sizing guide for all products 

Ever found it difficult when looking to find the size for the bed sheet in your bedroom? 

You aren’t alone because not all eCommerce brands provide sizing guides when it comes to bed sheets. 

PigletInBed is a rare exception providing sizing guides for mattresses and pillows along with clothes. 

Why it works 

• Reduces returns: 70% of eCommerce returns were due to incorrect size and fit. A proper sizing guide giving accurate measurements can reduce the return rates by a large margin.
• 90-day return period: A longer return window means customers can make returns without stressing out, especially if it's 90 days. 62.58% of customers expect eCommerce brands upto 30 days to return a product. In contrast, a 90-day period sounds like a divine blessing. 

Pro Tip — Adding a fit predictor on your product page can help customers make better decisions 

9. Lazy Oaf: Design buttons that are hard to miss 

When it comes to CTA buttons, the typical eCommerce brands follow a laid back approach. 

Breaking the custom is Lazy Oaf which has designed two large call-to-action buttons. 

With dimensions 180 x 40 and 200 x 42.4 for the size button and Add to bag respectively, users will be psychologically convinced to click them. 

Why it works 

• Button Shape: Oval-shaped buttons have a psychological advantage as it is more welcoming. It draws attention towards the inside of the button. Neuroaesthetic researchers found that people prefer curve shapes as it has a higher impact on the visual cortex. 
• Email opt-in: The email opt-in towards the side of the page is a non-intrusive widget that doesn’t disturb the UX. It is not pushy and strategically placed making it easily noticeable to the users. 

Pro Tip — Use a color for your button that aligns with your brand color for uniformity 

Check out 21 ways to create call-to-action buttons that convert

10. Vivobarefoot: Make product discovery using image search  

Ever happened to be in a situation where you really liked the product but were unsure about your size? 

We’ve all been there!

With product discovery being the foundation for all eCommerce conversions, Vivobarefoot makes finding the right shoe size easier with image search. 

38% of eCommerce customer journeys begin on the retailer’s homepage. This makes it important to ensure you use guided selling to engage users to make purchases. 

Why it works 

• Heuristics: Using an image upload is a form of heuristics — a set of mental hacks or shortcuts that makes decision-making easy. This reduces the dependency on customer support enabling the user to find a solution by themselves. 
• Compelling product images: One of the product images shows a shoe being flexible which is a sign of its endurance. This is a product-in-use image that increases perceived value of the product. 

Pro Tip — Using a 3D visualization tool can increase engagement. 82% of shoppers use the 3D view when available. 

11. Dear Frances: Include stock alert for all sizes 

Finding a good shoe and your favorite color, only to realize that your size is out of stock can be a bummer. 

Of the few eCommerce sites in the UK that mention the stock for all sizes on its product page, Dear Frances comes out right at the time.

Why it works 

• Customer satisfaction: Mentioning the stock left ensures customers don’t have a bad experience. It helps you better plan your stock overseeing the demand thereby not hurting your profits and decline in customers.
• Brand messaging: The quote by Jane Frances conveys the vision of the shoe maker. It increases the brand quotient in the eyes of its customers which shapes a positive perception making brand messaging on point. 

Pro Tip — Adding a ‘Notify me when available’ is a brilliant option to send back-in-stock alert emails to visitors 

Thank us later: Making “out of stock” products a conversion driver

12. BYBI: Use well-rounded social proof to build credibility 

Customer reviews and star ratings seem too phony when there’s no objective-based criterion. 

BYBI seems to have figured this out as it displays customer testimonials and ratings based on aspects such as texture, hydration, and scent. 

The wow factor of this social proof is that it lists the age range, What I love, and Skin Type which is objectively based on certifying the authenticity of the reviews. 

Why it works 

• Shareability: With an option to share, customers can share reviews in their circles easily. Word-of-mouth recommendations have a higher trust and credibility since they come from known sources.
• Dated reviews: Dated reviews convey genuineness. Recency in reviews is important to customers when it comes to purchasing decisions. 85% of customers believe that reviews older than three months aren’t relevant. 

Pro Tip — Including a video testimonial can increase your conversion rate by 80% 

Learn how social proof works with eCommerce social proof: What, why & how (with proven examples)

13. Wilko: Encourage omnichannel shopping experience 

Going omnichannel is at the top of every eCommerce brand’s wish list. You wouldn’t want to be far behind when 70% of UK customers prefer a hybrid shopping experience — both online and offline. 

Wilko provides an in-store shopping option on its product pages. 

It promotes convenience and ease of product discovery as 75% of customers prefer in-store shopping when the product is high-priced, 49% examine the quality, and 42% prefer due to instant ownership. 

Why it works 

• Reduced returns: The rate of returns in physical stores stands at 8% compared to online return rates of 27.5%. Customers have all their objections solved in-store so naturally, the returns for in-store are less. 
• Customer satisfaction: Customers who use two or more channels are likely to spend more turning into loyal customers as opposed to customers who just shop online. 

Pro Tip — Offering better in-store discounts is an incentive that helps increase customer footfall 

 Think omnichannel is expensive? Check out How to go Omnichannel on a Budget (Strategies + Case Studies)

^{14. MountainDog: Legitimize trust with trust signals} 

In a make-believe world, trusting products meant for your loved ones and their well-being can be quite difficult. 

Winning the customer’s trust is half the battle won. MountainDog uses trust signals in its product pages to convince customers.

With Rated Excellent on Trustpilot and Reviews.io and along with expert advice, easy returns, and free delivery, Mountain Dog is using these trust signals to persuade customers. 

Why it works 

• Social Proof: TrustPilot is a popular and legitimate review site with over a decade of operations. The firm takes great care in ensuring that only verified reviews get featured. 
• Authority: Authority is one of the six principles of persuasion where customers are highly likely to trust a subject matter expert. The Expert Advice here demonstrates authority and willingness to help customers find the right product.

Pro Tip — Mentioning an association or regulatory body logos serves as the highest form of  approval 

15. Pai: Add trust badges to convey assurance 

Every customer’s nightmare before trying a skin care product is suffering severe acne, rash, or even worse. 

What’s the one thing you can come up with to put customer objections to rest? 

Pai Skincare displays trust badges on its product pages from certified and recognized organizations. 

With trust seals approving the product claims such as Vegan friendly, animal cruelty-free, soil and eco-friendly products, Pai makes sure to address all customer objections. 

Why it works 

• Transparency: Since all claims are certified by third-party sources, customers are aware that the company is compliant with the regulations. Nearly 52% of UK customers decide to buy solely based on the brand’s eco-credentials. 
• Sustainability: With more and more customers becoming vocal about sustainability, Pai makes sure its credentials are verified and backed by scrutiny. 36% of British consumers are always looking for brands that are known for their sustainability efforts. 

Pro Tip — Offering a free consultation for skin care products helps customers in product discovery 

16. Red Post: Convert first-time customers into recurring customers with reward points 

Making customers keep coming back for more is a long-haul game. It takes more than discounts to make customers loyal.

Red Post Equestrian offers reward points for customers on the purchase of a product. It is an effective move since 77% of British customers are members of at least one loyalty program.

Why it works 

• Perks: Nearly 66% of customers in the UK are willing to become a member of a loyalty program due to perks such as free shipping, early access to premium products, and other benefits. 
• Easy redeemability: Customers have the convenience to spend the reward points either online or in an offline store. This is an omnichannel commerce in its basic form. Omnichannel customers become valuable when they spend on two or more channels. 

Pro Tip — Including fewer form fields can increase signups to your eCommerce loyalty rewards program 

17. Monica and Andy: Make parenting responsibilities easier with a registry

First-time life experiences can make humans develop cold feet which is completely natural.

 With last-minute jitters gripping first-time parents, Monica and Andy make parenting a little more organized with their registry. 

Monica and Andy are making customers' lives easier. It offers tailor made recommendations, personalization options for the registry, allowing  customers to add items from any of their physical stores to the registry. 

Why it works 

• Reciprocity: Monica and Andy makes the parenting journey easier by offering various personalization options. As humans, it's ingrained in our DNA to repay a favor when offered, making customers highly likely to sign up for the registry. This is the value they are offering.
• Visual cue: The product page has a visual cue instructing users to click the out of stock size option to receive back-in-stock notifications. Back in stock emails have a staggering 65.32% open rate performing better compared to post-purchase emails. 

Pro Tip — Create an ‘Add to Wishlist’ option to help customers create a personalized list they can purchase later 

18. Naturecan: Be transparent about hidden costs + add payment badges 

Unlike hidden treasure, hidden costs aren’t something that makes customers excited. 

48% of customers abandon their carts because additional costs like shipping and tax are high. 

Naturecan, a UK skincare and beauty brand reveals the taxes and shipping costs that will be calculated during checkout. 

Why it works 

• Builds trust: Brands that are transparent about their costs tend to have a more loyal customer base. Being honest is a likable quality and customers appreciate it. 
• Payment badges: With payment badges like VISA, Maestro, and AMEX, customers are assured that their card details are secure. 48% of customers opine that trust badges reassure trust conveying that the site is secure and safe. 

Pro Tip — Adding a third-party endorsement sends greater signals as it contains a qualification process and procedure 

19. Punchy Drinks: Make your product page visually appealing 

If there’s one thing that never fails to captivate is the allure of images. Images can tell stories and may end wars (Well, maybe not!)

Visuals have a special importance in marketing as 65% of the world’s population are visual learners. Meaning, they learn better through images than through other mediums. 

Punchy seems to have figured this out as it makes its product page a color landscape.

The product images are of high quality while the colors make it even more appealing. 67% of customers prefer high-quality visuals over product descriptions and ratings. 

Why it works 

• Subscription-based model: Subscription-based model enables customers to get recurring monthly supplies at a discounted price. This is a win-win for both customers and eCommerce brands as it increases the LTV, better inventory management, and customer retention. 
• Nudges: Punchy offers discounts on the purchase of large pack sizes. This is value-based pricing which increases the perceived value of the goods. It has a widget in place which is good UX offering referred customers a 10% discount on successful purchase. 

Pro Tip — Display UGC content on your product page to increase conversions by 28% 

20. Lagatta: Include models of different builds for easy decision making 

Customers find selecting the right size tricky if not difficult while shopping online. With size guides needing more improvement, Lagatta has made a simple yet genius hack. 

It displays three different models of different heights as a reference to facilitate decision-making. 

Why it works 

• Heuristics: The sizing guide provides UK and EU sizing which can help customers make the right decisions. It addresses risk aversion and encourages customers to purchase. 
• Easy returns: Lagatta has a 30-day return period which inspires confidence in customers to purchase and write in case they experience problems. 

Pro Tip — Use limited edition color swatches as a visual cue to imply more options