When it comes to compelling product pages, less can be more. Cluttered pages distract from sales pitches. Focus on the crucial details. Take a minimalist approach to reduce the thought process and close the sale.
However, don’t rule out detailed descriptions. Instead, summarize what’s important first – perhaps with icons and images – then place a full copy under the “Buy” section.
The following are 11 product page features from three online stores. Each presents unique ways of packaging the products for sale.
Monos produces quality luggage. Competing with luxury lines, Monos’ mid-range travel gear has won over a large following. Social proof and presentation of company products drive conversions and repeat sales.
It is important to note that Monos product pages feature essential components in a minimalist design, as follows.
Gallery and context images for use. The image gallery presents the characteristics of the product from different distances and perspectives. Simple “in use” photos show size and applications.
FOMO Inspired Call to Action. Monos receives orders and ships them in groups. To get shoppers to buy now and accept longer delivery times, the call to action says “pre-order” instead of “buy,” triggering the fear of running out. The estimated shipping date changes every few days, giving the business enough time to respond to demand.
Selection of attribute style products. Most of the drop-down menus on product pages are for sizes and colors of the same item. But each size of Monos luggage is a different product with (sometimes slightly) different characteristics. Positioned near the top, the drop-down menu saves space while providing visitors with quick access to related products.
Intuitive cross-selling and upselling. Two things increase the average order values:
- A cross-sell link makes buyers save 15% on accessories.
- An upsell feature that makes it easier to buy a set of luggage. Tapping a + sign will display the bundled price and trigger the CTA to add two or more products.
Coolibar sells sun protection clothing and accessories. Its product pages are extremely informative in a small space, with the most compelling details located near the top.
Pictures for color and style allow buyers to see close-ups of each attribute, such as color.
Size guide. Coolibar places the link (“Size Guide”) where it matters most: above the CTA.
Feature icons. Each product page features informative icons, such as the UPF rating.
Social media links are subtle but encouraging.
Kettle & Fire
Kettle & Fire sells broths and soups. This is a simple, brilliantly presented catalog using compelling background photographs and a suggestive design. The company’s product pages encourage multi-pack purchases and explain why you should buy.
Leading subscription offer (“Subscribe and register”) by choosing by default the option “One-time purchase” most clicked.
Suggestive quantity. Highlighting mid-tier pricing packages often closes more sales at that tier. By preselecting the “6-Pack” quantity, Kettle & Fire probably has higher order values.
Fast and attractive chips. Instead of just listing the features, Kettle & Fire explains “Why you’ll love it” with accompanying funny emojis.
Refocusing the CTA area of a product page requires research. Not all selling points have their place here; too much information before the buy button can backfire on you. Rely on behavioral analysis to determine what is most important to your audience. Then use enough white space to showcase those details with a fresh and clean look.