Product pages on ecommerce sites are a crucial step before visitors decide to buy, or not. Subtle design and user experience cues can entice shoppers to complete the purchase, or send them away. This article will review five effective ecommerce product pages. I will highlight strengths and weaknesses of each. All five examples come from WordPress ecommerce sites.
OVER Clothing is a Serbia-based clothing company that grew from word-of-mouth referrals. OVER Clothing most recently won WooCommerce’s recent Golden Ticket design competition – and for good reason.
- Strengths. The entire site is attractive, but the product pages are exceptionally well done, especially for a WordPress ecommerce site. The flat design and harmonious pastels exude quality, which presumably helps conversions. Secondly, OVER has multiple, highly effective photos for each product from different angles and levels of detail. The add-to-cart button is large, clear, and simple.
- Weaknesses. The product description text is a light gray, which can look good in design, but is poor for user experience. Also, the descriptions could use more details to help shoppers that need more information.
Nic Socks is South African ecommerce company that sells unique socks. It has created a fun and quirky product that shows on its website and on product pages. Nic Socks offers a subscription, as well as the ability to purchase individual pairs of socks.
- Strengths. The product pages use color to focus the eye on the add-to-cart button. That button and the price of the product are burnt orange, which stands out against the white background and gray text on the page. The “Talk to us” chat button (at lower left) is also noticeable. The right sidebar of text is in a lighter gray that doesn’t distract, but is there to provide additional information as needed.
- Weaknesses. These are unique socks at a premium price. The product descriptions could use additional details about why they’re special. There was a reference to bamboo fiber in one description, but it’s not listed on each one. The site could use more images for each product.
Topeca Coffee Roasters is an El Salvador-based integrated coffee company that controls the entire process – from coffee seeds to the final roasting. The website reflects the company’s heritage and commitment to family-owned coffee farms.
- Strengths. The product pages highlight the coffee producer and the farm location. This emotional connection encourages loyalty and incentive to support a product with values. The site describes each coffee product in detail and makes it easy to purchase multiple quantities and roasting styles.
- Weaknesses. The site has a built-in customer review function, but very few actual reviews. The company should seek more reviews to help create trust. Also, since the website highlights the company’s location in El Salvador, more information on the product page about shipping time and costs would be helpful.
Picky Bars sells nutritional bars for athletes. Invented by a triathlete and Stanford graduate, Picky Bars was voted the best bar for training recovery by Outside magazine.
- Strengths. Picky Bars product pages reflect the fun and carefree spirit of the company with playful typography and copy. The site provides detailed information about each bar on the product page. The site also has a large add-to-cart button.
- Weaknesses. The primary weakness is the lack of product photos. Many shoppers will not buy a 10-pack of these bars online without knowing what they look like. Secondly, the unique color palette for each product page is a nice touch but the add-to-cart should stand out from the header, heading, and ingredients.
Wyatt Bicycle Company: Street King Blackout Bicycle
Wyatt Bicycle Company is a La Crosse, Wisc.-based company that sells bikes assembled in that city. A University of Wisconsin graduate started the company in 2011 when he saw opportunity for quality and affordable fixed-gear bikes.
- Strengths. This Cart66-built website showcases the uniqueness of the bicycles on each product page. This is supported by the large, high-quality, and plentiful images of each product. Quality images are key for conversions on higher-price products. Also, there many detailed specifications of each bike to answer seemingly every question. Also, the product pages highlight free shipping and lifetime warranty — two huge conversion boosters.
- Weaknesses. The add-to-cart button is small compared to the rest of the page. Another small improvement would be to add a caption beneath each bicycle photo so the visitor knows what she should be looking for.