Good product pages entice the user, whereas great product pages compel the users. Here are nine examples of great features to give you some inspiration.
Finlay & Co: fit guide
There’s a lot of great stuff about Finlay & Co’s product page, but what I really like is the 'Fit Guide'. A great way to help your customers find the products best suited to them is to educate them, and with this guide, Finlay & Co allows the user to see what glasses might look like on their face if they can associate the given shapes with their own.
Made: our customer's homes
Most of Made’s website is pretty beautiful and it make its products look stunning in their in-situ style images. But what users want is to see how that beautiful product will look in their own home, so viewing that product against a white backdrop isn't always helpful. Made’s 'Our Customer’s Homes' section, gives purchasers the opportunity to browse images from other buyers, giving a realistic idea of what the product looks like as well as providing a heavy dose of so-called 'social proof' to encourage them to buy.
Everlane: transparent pricing
This specific feature certainly isn’t for every site, however, this example shows how to perfectly display a fantastic unique selling point. Here, Everlane explains the breakdown of its product costs with complete openness about its supply chain. This is a simplified version of its story and just shows how you can make an item more appealing by telling them a little bit more about the product’s background.
Bonobos: simple selections
Simplifying the journey from product to basket is incredibly important, especially in fashion as there is so much choice. Bonobos has stripped back its product pages and has made the Fit, Size, and Colour options clean and easy to understand. With the required fields to be filled out at the heart of the page, it's very clear what steps you need to take to get that pair of jeans in your basket.
What you see when you click on the drop down menus is very simple and makes the potential options very clear to the user.
Dyson: features as images
It’s great when a product has loads of amazing features, but it’s important to help potential buyers work out which product is right for them. Dyson has made its many amazing product features and the product information much more digestible by using images. These images make it clear exactly what to expect with the product and why you should buy this item over a competitor's. There are also 'Read more' links underneath some sections if the users wish to find out more about a certain feature.
Patagonia: product videos
The use of images is essential to sell a product online as the customer needs to see what it is they are going to get when it arrives at their door. Patagonia has taken it a step further and has used videos, and only videos, to provide the product information. There is no text to explain what to expect from the product. Instead, it is shown to you by a Patagonia brand ambassador in the short clip. This great use of an embedded Youtube video makes the experience more interactive and makes it very clear what the product is actually like.
Black Diamond: rating breakdown
Reviews aren’t new, nor are star ratings, and Black Diamond is not special in the way it's done its ratings. But what is pretty helpful about its product page is the ease with which you can see the number of (hopefully) five-star reviews by just hovering over the dropdown next to the overall rating and a small pop-up appears with the breakdown. You don’t want to overwhelm the viewer with information, but you do want to make it easily accessible.
eBuyer: sticky buttons
While browsing through a product’s information page, it is important to make it easy for the user to be able to add that product to their basket. If they are looking through all the product information and decide that this item is for them then, usually, they have to scroll back up to the top to find the correct call to action. eBuyer has made it much easier for their users by implementing a sticky 'Add to Basket' button that stays visible as you scroll down the page.
My Protein: delivery countdown
With a high quantity business model you need to try and
push gently persuade a higher number of browsers to commit to making a purchase. There are several ways to do this, but one that can be implemented site wide is a countdown that displays the cut-off time for a specific delivery option.
My Protein has done this to make it very obvious when last orders need to be completed for next day delivery. This adds a sense of urgency and encourages the user to place orders.