The Anatomy of a Successful Ecommerce Product Page: Best Practices for 2024

By Ray O'Donnell

Crafting the perfect product page is a big part of ecommerce success. It's where curiosity turns into interest and where interest turns into sales. But slapping a few photos and a price tag onto a webpage won't cut it anymore. In 2024, the bar's been raised, and your customers expect much more than they did just a few years ago.

What's more, the sheer number of elements that go into creating a top-notch product page can make this challenge feel overwhelming. It can be a lot to manage, but the payoff is absolutely worth it.

That's why we're here to break down what makes a product page truly shine. We'll cover everything you need to know to keep your product pages ahead of the curve.

So, let's get to it and get your ecommerce store ready for the year ahead.

Include Gallery Categories

Remember when a single product image was enough? It's a thing of the past. Now, it's all about giving your customers a virtual hands-on experience.

That's where gallery categories come in. They let you showcase every angle, feature, and variant without overwhelming your customers.

Here's how you can incorporate them :

1. Group your images logically. Think color variants, different uses, or close-ups of key features.

2. Use clear, descriptive labels for each category. ''In Action'' is way more enticing than ''More Photos.''

3. Implement easy-to-use tabs or dropdowns that allow users to switch between galleries effortlessly.

4. Make sure your gallery is mobile-friendly. Most of your customers are probably scrolling on their phones.

5. Include a mix of studio shots and real-life photos. Show your product in its natural habitat.

6. Add videos. A short clip can be worth a thousand pictures.

Here's how Chisos, a brand in the cowboy boots space, does it.

They've really stepped up their game with their Ostrich Belt product page. Instead of the old-school approach of one image per color option, they've created separate galleries for each color variant.

When you're checking out their belt in, say, brown, you're getting a whole gallery that shows off that specific color from every angle. 

Source: chisos.com

This allows you to come as close as picking up the belt and turning it over in your hands for a realistic look.

This approach is optimal for showing the product in its best light – it helps customers make decisions faster and more confidently. And in e-commerce, confidence is the name of the game.

Enable Granular Product Ratings

Gone are the days when a simple 5-star rating system cut it. Today, customers appreciate being able to get into the nitty-gritty with granular product ratings.

This is a tactic that gives your customers a clearer picture of what they're buying and it's a game-changer for boosting trust and sales.

Granular ratings break down the product experience into specific aspects. This also shows you're not afraid of honest feedback.

Here's how to make granular product ratings work for you:

1. Identify key aspects of your product. Think quality, ease of use, value for money, or durability.

2. Keep it simple. Stick to 3-5 categories to avoid overwhelming reviewers.

3. Use clear, concise labels for each category.

4. Make the rating process quick and painless. No one wants to fill out a novel.

5. Display the breakdown prominently on your product page.

Let's look at how Main Clinic Supply, a go-to source for medical oxygen equipment, is nailing this. On their Inogen One G4 Portable Oxygen Concentrator product page, they've taken ratings to the next level.

Instead of just asking for an overall rating, they let reviewers rate different aspects of their purchase. We're talking price, delivery, customer service, company rating, and more – all the stuff that really matters when you're choosing a life-changing product.

Source: mainclinicsupply.com

This approach gives potential buyers a detailed look at what matters most and shows that Main Clinic Supply cares about every aspect of the user experience. For products that are literally life-supporting, this level of detail is essential.

Offer Subscription Purchase Options

Subscriptions used to be just for magazines. Well, in 2024, subscription options are an increasingly bigger part of ecommerce. They're not only great for convenience but for creating a loyal customer base and steady revenue as well.

Offering subscription purchases gives customers the products they love without the hassle of reordering while you get predictable income.

Here's how to make subscriptions a part of your sales strategy:

1. Choose the right products. They need to be items that need regular replenishment.

2. Offer flexibility. Let customers choose their delivery frequency.

3. Make it easy to manage. One-click pause, skip, or cancel options are a must.

4. Sweeten the deal. Offer perks like discounts or free shipping for subscribers.

5. Be transparent about terms. Nobody likes surprises when it comes to their wallet.

6. Use clear CTAs. Make it obvious how to subscribe vs. make a one-time purchase.

7. Send timely reminders before each delivery. It shows you value their choice.

Transparent Labs, a brand in the natural sports nutrition world, really pumped up their game on their Hydration Powder product page.

While they're offering the product as a one-off purchase, they're giving customers the option to subscribe and save. But they're not stopping there. Subscribers get a sweet deal – a discounted price, exclusive promos, and the flexibility to adjust shipping as needed.

Source: transparentlabs.com

When you apply this approach, you're basically telling your customers that you want to make it easy for them.

By offering these perks, you're building relationships while selling your products. In return, your customers turn from one-time buyers into loyal fans who come back again and again.

Encourage Customer Sourced Images and Video

Sometimes, your customers can be your best marketers. Encouraging them to share photos and videos of your products is a powerhouse strategy for building trust and boosting sales.

In fact, 92% of them put more faith in what other customers say and show than in any slick ad campaign. That's because your customers trust each other way more than they trust you. This may sound harsh, but it can benefit you greatly if you use it correctly.

Here's how to tap into this goldmine of social proof:

1. Add a simple upload option right in your review form.

2. Offer a small discount or loyalty points for photo/video reviews.

3. Feature standout customer content prominently on your product pages.

4. Prompt customers to show the product in use or highlight key features.

5. Comment on and share user submissions to encourage more.

6. Get consent. Make sure you have clear permissions to use customer content.

7. Moderate wisely. Keep it authentic, but weed out any inappropriate content.

Infraredi, a brand in the red light therapy market, went beyond and above with their approach to customer content.

On their red light therapy wrap product page, they show how great their product is through the eyes (and cameras) of real customers. When you scroll through reviews, you'll see photos and videos from people who've wrapped themselves in that cozy, light-emitting goodness.

Source: infraredi.com.au

This approach allows customers to see the product in action, in real homes, on real bodies. It turns a simple product page into a community of happy customers, all sharing their experiences.

Recommend Related Products

Showcasing related products isn't just about boosting sales (though it does that too). It's about creating a seamless shopping experience that keeps your customers coming back for more.

Think about it. You're making an effort toward solving a problem or fulfilling a need. By suggesting related items, you're helping your customers complete that solution.

Here's how to nail your recommendations:

1. Analyze purchase history to see what products are often bought together.

2. Suggest items that complement, not compete with, the main product.

3. Don't overwhelm. Stick to 3-5 recommendations max.

4. Make it visually appealing. Use high-quality images and clear, concise descriptions.

5. Highlight any bundle discounts or why these products work well together.

6. If your platform supports it, personalize recommendations based on the customer's browsing history or past purchases.

7. Put recommendations where they're noticeable but not distracting.

8. Test and refine. Keep an eye on which recommendations perform best and adjust accordingly.

Beauty Pie, a luxury makeup and skincare brand, really polished their approach to product recommendations.

On their Super Healthy Skin Cream product page, they've got a whole section dedicated to products that customers often buy together. It's like they're curating a personalized skincare routine just for you.

Source: beautypie.com

Think about it. You're eyeing that body cream, and suddenly, you're presented with a matching cleanser or serum that'll take your glow to the next level. It doesn't come off as pushy but as helpful.

By replicating this strategy, you'll not only drive additional sales but also enrich your audience's shopping experience by guiding them to products they'll love.

Provide BNPL Options

Buy Now, Pay Later (BNPL) options are changing the game in ecommerce. By 2026, about a quarter of all global ecommerce transactions are expected to be installment payments. It's a whole new way to shop, especially for younger audiences who might be wary of traditional credit.

BNPL makes things more affordable without the sting of credit card interest. For you, the retailer, it means bigger baskets and fewer abandoned carts.

Here's how to nail your BNPL offers:

1. Choose the right provider. Look for one with a good reputation and easy integration.

2. Highlight BNPL options early in the shopping journey.

3. Be transparent. Clearly explain terms and conditions.

4. Offer multiple options. Some might prefer four payments, others six months.

5. Train your customer service team. They should be able to answer BNPL questions.

6. Promote responsibly. Encourage smart spending, not overextension.

7. Monitor performance. Keep an eye on how BNPL affects your sales and returns.

Alfred, a coffee brand, ground out a great BNPL strategy. Take a look at their Drip Coffee product page.

Right below that tempting ''Add to Cart'' button, you'll spot their installment payment option. It's front and center, inviting customers to purchase in four interest-free installments.

                                                                                                                             

Source: alfred.la

Implementing this method will allow you to make your products more accessible. If you're aware that many are eyeing your fancy products but wince at the price tags, with BNPL, you can tell them: ''Go ahead, treat yourself. You can pay over time.''

So, providing BNPL options increases accessibility to your products while enhancing the customer experience, leading to higher conversions and greater brand loyalty.

Use Conversion Boosters

With 86% of Americans believing that transparency from businesses is more important than ever, using conversion boosters effectively can help reassure customers about the quality and credibility of your offers.

Whether it's highlighting free shipping, money-back guarantees, or product benefits, these elements make it easier for customers to commit to a purchase. They serve as quick answers to the unspoken questions customers might have, reducing hesitation and increasing the likelihood of a sale.

Here's how to capitalize on conversion boosters:

1. Highlight key benefits. Use badges or icons to showcase standout features.

2. Show off certifications. Flaunt credentials such as organic, fair trade, GMO-free, etc.

3. Use social proof. Display customer ratings or ''X people bought this'' counters.

4. Create urgency. Limited-time offers or low-stock alerts can nudge hesitant buyers.

5. Offer guarantees. Money-back or satisfaction guarantees build trust.

6. Showcase awards. Let people know if you've won any industry accolades.

Olipop, a healthy probiotic soda brand, demonstrates how it's done.

Their Ginger Ale Probiotic Soda product page is a billboard of benefits. They've got these eye-catching badges that quickly inform customers that the product is high in fiber, low in sugar, vegan, paleo, and gluten-free.

These badges immediately convey the product's health benefits, reassuring customers that they're making a smart, health-conscious choice.

Source: drinkolipop.com

This transparent communication aligns with consumer demand for honesty and clarity, making the product even more appealing.

Incorporating conversion boosters into your product pages can significantly increase trust, reduce friction, and ultimately drive more conversions by clearly communicating the value of your products.

Final Thoughts

Every scroll, every click, and every second a customer spends on your product page is a conversation. But, are you speaking their language or are you still stuck in ecommerce's past?

The tools we've explored above mean the difference between a store and an experience, between a browser and a loyal customer. They can help you transform your product pages, your customers' experiences, and, ultimately, your business.

So, start optimizing your product pages today and claim your piece of the pie.

  Back to Small Business blogs