The Ultimate eCommerce Website Design Guide


The Ultimate eCommerce Website Design Guide
The Ultimate eCommerce Website Design Guide

Want to increase your sales by 300%?

This guide will help you achieve this, and you are about to learn about the product page design used by the best online stores in the world.

Let's get right to it.

13 Steps of E-Commerce Product Page Design

  1. 1. Start with keyword research
  2. 2. Optimize the search results of product pages
  3. 3. Use beautiful HD images (and videos)
  4. 4. Have a clear call-to-action phrase
  5. 5. price anchoring and hunger marketing
  6. 6. Provide trust markers
  7. 7. write unique product descriptions (and use emotion)
  8. 8. fast loading
  9. 9. Always show shipping costs
  10. 10. Eliminate customers' purchase concerns
  11. 11. Additional sales
  12. 12. Create return path
  13. 13. Stimulate your imagination to make the page beautiful
  14. Start with keyword research

If you want people to visit your website in droves, then Google is your best friend. Not only is natural search traffic consistent over time, but it converts better than any other type of traffic.

So how do you get good rankings on Google?

The first step is to determine what your potential customers are typing into the search bar, and then target your product pages for optimization.

With the help of some useful SEO (Search Engine Optimization) tools, you can easily and quickly research some profitable keywords. Go to Google Trends and enter the name of your best-selling product, let's use Airfryer (air fryer) as an example.

The search interest for a specific keyword is displayed here. To find keyword hints related to it, scroll down to the related queries section at

You'll see other keywords related to Airfryer, but won't be able to get detailed information about them. Keywords Everywhere can help you with this, a free browser plug-in that shows you the monthly search volume for each keyword.

Once you have found some popular long-tail keywords, the next step is to use them to optimize your product pages.

Pro Tip: Want to make sure you get the best keywords? SEMrush is the best SEO tool on the market that helps you analyze your competitors' websites and see detailed information about all the keywords they rank for, including difficulty score, search volume, cost per click, and more. For more on SEMrush, check out this article of ours.

  1. Optimize the search results of product pages

Now, let's talk about how keyword research can translate into a significant increase in website traffic.

Start with the URL. Usually, your product page will automatically get a URL that contains the name of your site, followed by a string of meaningless letters and numbers:.

In the example above, you will see a confusing page address that doesn't make any real sense and doesn't help Google and users understand the content of your page. We recommend changing it to something easy to understand, as follows.

In other words, create a meaningful search URL that describes your product. If you decide to rename all your product URLs, then be sure to set up 301 redirects for the old URLs.

Another way to improve search rankings is to write product titles that potential customers will be happy to click on, which is the blue text that shows up in search results:.

If you are using WordPress or WooCommerce to build your online store, then you can edit metadata such as page titles and page descriptions with the help of Yoast SEO plugin. We recommend that you find a balance between page content and audience needs, here are some tips.

  1. View paid ads for keywords and copy their wording, as paid ads are optimized for clicks.
  2. Use of strong words such as Luxurious, Free or Sale in titles and descriptions.
  3. If you have the budget, test it with paid ads and pick the one that brings the most clicks.
  4. This is a great example of Shoes.com offering 25% off.
  5. When optimizing your product pages, think from the user's perspective. Is the site title descriptive and specific enough to catch the attention of potential visitors? Or is it full of uninteresting keywords and meaningless wording? Finally, don't forget to optimize your product saying description.
  6. Use beautiful HD images (and videos)

In order to get the attention of your visitors, high quality images and videos are vital to be able to sell your products in a way that words cannot describe. When shopping online, high-definition photos are the best way for customers to check out a product, which is the only tangible representation of the product, so you need to make sure the images highlight the benefits of the product as much as possible.

Don't skimp on photography; hire a professional to take the shots, or buy the proper equipment and invest the time to learn how to use it yourself. For each product, there should be a series of photos showing it in different ways, including different angles, close-ups, and the effects of use, etc. The main purpose is to allow customers to imagine the product as part of their own lives.

Next, make sure the photo is displayed well on the site; it should take up a large portion of the screen space and be located near the top of the page. Clicking or scrolling through multiple photos should be easy to do and work smoothly on all devices.

The following is a good example of a landing page with a huge image that is easy on the eyes, plus many awards located in prominent places.

In addition to images, videos can be helpful. According to Animoto's research, 96% of consumers find videos useful when deciding whether to place an order, and 73% of adults are more likely to buy a product or service after watching a video.

Before we move on, some other strategies for optimizing images and videos are briefly touched upon.

  1. Include relevant alternative text in your images, which will improve your SEO (search engine optimization) rankings
  2. Add social sharing buttons for images and videos so that customers can create some personal updates
  3. Multiple images for products, including various angles and close-ups
  4. Never use cheesy warehouse images
  5. Have a clear call-to-action phrase

Once you have a wonderful e-commerce website and have successfully gained the attention of your customers, what is the next step?

The answer is very obvious: you want your customers to buy the product.

The call-to-action phrase is likely to be a buy or add to cart button, which should be located in the first screen, visible without scrolling down the page, and always ensure that it is one of the most prominent elements of the product page.

It's amazing how many e-commerce sites still don't have an add to cart button. When a potential customer comes to your product page through an email or ad, don't make them struggle to figure out how to add a favorite item to the inside of their cart.

Some websites already have call-to-action buttons correctly placed on the desktop version, but mobile devices often require two swipes to see them. To avoid this problem, design your product pages for mobile devices first, and then make sure they work well on desktop.

Here are a few examples of call-to-action phrases that we really like.

Shopify's home page, enter your email to create an account.

There is only one button on the entire page, and visitors can also call the phone number directly at the bottom of the page if they don't want to do it online.

Two shopping buttons are prominently placed in the middle of the page.

  1. price anchoring and hunger marketing

Psychology plays an important role in the world of e-commerce, with price anchoring and hunger marketing being two of the most common sales tactics used to influence customers' thought processes and guide them through their purchases.

Price anchoring is the practice of creating a more expensive item that makes the less expensive option seem more attractive, which helps guide the customer to the exact product you want to sell. An example is shown in the following figure.

Anchor prices actually help customers distinguish one product from another. When similar items are priced the same, consumers tend to delay their decision rather than take immediate action.

Scarcity is a phenomenon that becomes more attractive to consumers when the availability of a product or service is limited (or perceived to be limited). Hunger marketing is another tried-and-true sales strategy that can be a product with limited inventory or a promotion that expires soon.

Take a page in Jingdong Mall as an example, the crossed-out price is used for price anchoring, while the seconds countdown is hunger marketing.

  1. Provide trust markers

If visitors don't trust you, they won't place a purchase.

Although you have a beautifully designed website with beautiful images and videos, without basic trust markers, you may lose sales. Security markers, customer reviews and HTTPS are all basic requirements to build trust with your visitors.

Amazon shows you products that others are buying with the Best Seller mark and provides customer ratings to further influence your buying decision:.

Customer reviews are also a great way to increase trust, and this information shows consumers how the product directly meets their needs.

  1. write unique product descriptions (and use emotion)

Which one looks more attractive?

Made of 100% cotton and processed in a completely eco-friendly facility, this pillow will keep your head comfortable all night long.

Or this...

Looking for a comfortable night's sleep like royalty? This 100% cotton pillow is the epitome of bliss, and you'll never wake up with neck tension or tired bags under your eyes again.

Better yet, you are helping to improve the environment because these soft pillows are processed in an environmentally friendly facility. We use only the best, most durable and comfortable materials, and recycle all other raw materials that are not used.

What are you waiting for? Reward yourself with a luxury item and enjoy a heavenly night's sleep today.

Notice how the second soft paragraph describes the product and appeals to your emotions as if they really know what you want, and then paints a wonderful picture to you. Truly great descriptions don't just make customers feel good, they make them feel connected to your product and then willingly give you their hard-earned money.

Charity: Water is a non-profit organization that aims to help people in developing countries gain access to clean and safe drinking water. On their website homepage, they further clarify this theme with the use of affected young boys, which is both simple and striking.

  1. fast loading

The results of the study show that 40% of visitors will simply abandon a site that takes more than three seconds to load.

Three seconds may not sound like a lot of time, but when you're staring at a blank page waiting for a picture to pop up, it feels like an eternity.

If this is the case with your website, then it is likely that you will lose sales. To make sure that people don't leave your site because of slow loading, you can start with a web page test, and if it turns out that your site is running at a snail's pace, then the following steps can be taken to improve it.

  1. Switching web hosting companies, where the best hosting services can be found if you are building an online store using WordPress.
  2. Using caching to provide a snapshot of the site.
  3. Reduce page size: optimize images, combine CSS, and shrink files
  4. Compressing data with gzip
  5. Provide some static files through a content delivery network (CDN)
  6. Always show shipping costs

In a perfect world, logistics would always be free. Unfortunately, this is not always the case.

When it comes to logistics and other additional costs, tell your customers before they place their orders. Because when people pay online, they don't like surprises. In fact, a study of users who abandoned their orders reported that unexpected shipping costs accounted for 25% of the cost.

Paying attention to shipping costs (and return policies) is another key way to build trust with your customers.

  1. Eliminate customers' purchase concerns

In terms of customer focus, our biggest recommendation is to stay proactive, track customer churn and adjust product pages accordingly.

Addressing customer concerns can significantly improve conversion rates, with a study by VWO showing that refund policies can help boost sales by 32%.

Providing additional relevant information about your product is another way to build trust with your customers. Consumers simply want to know how your product will help them improve their lives. If you sell items such as clothes or shoes, always provide size charts and instruct customers on how to measure themselves.

  1. Additional sales

Now that the customer has purchased your product, the job is over, right?

Obviously not, this is the perfect opportunity to introduce a sales increase.

The retroactive sale accomplished three very good things.

  1. Deepening your relationship with your clients.
  2. Providing customers with the right products.
  3. Increase the lifetime value of your customers.
  4. The upsell is a win-win, the customer gets something better and you get more profit.
  5. So how do you decide on an upsell strategy?
  6. Simply determine which products or upgrades are best for them and make it easy for them to add those items at checkout. Amazon does a great job of marketing similar items compared to what you are about to buy:.
  7. Create return path

Once a customer completes a purchase, you should make sure they engage with your social networks.

Magento's research shows that 93% of consumers want to make purchase decisions through social media sites, and 90% of them rely on peer recommendations. To take advantage of this, you can include social sharing buttons after a customer makes a purchase so they can spread the word about your product with friends and family at.

It's also important to connect with your customers via email, and if they complete a purchase, follow up with a thank you email and items they may be interested in. If a customer abandons an order, send an email reminding them of the item they left behind. With these two methods, you can increase your online sales by 50%.

Engaging them with a clear path back after the initial purchase is a great way for you to build lifelong customers.

  1. Stimulate your imagination to make the page beautiful

Your website can do almost anything these days, but it may not leave a lasting impression on your customers. To win more customers, you need to create well-designed product pages and make an incredible buying experience, and here are some examples of great product pages.

Solo Stove

Solo Stove's design is modern and clean: the

  1. Very fine photos of the product and showing the effect of the stove in use.
  2. Use of price anchoring and highlighting free shipping and returns.
  3. Having hundreds of 5-star reviews to provide social information and build trust.
  4. Simple and eye-catching shopping cart button.
  5. If you scroll down the page, you will also see a video of the product being used. There is also an interactive section that explains how the stove works and the high quality design:

Smart Leather Wallets

Smart Leather Wallets has some serious innovations that look just like the landing page. There is an interactive slider at the top of the page that shows that their wallets are slimmer than normal wallets. Animations appear when you scroll the slider, giving you an immersive look at the wallet in action:.

Seattle Cider

Finally, there's Seattle Cider, which we love for the following reasons

  1. Very good product photography, with all their images having transparent backgrounds so that they can be easily blended into the site.
  2. You can choose cider according to the conditions of the season, limited edition, etc.
  3. The logo is very unique and looks great.
  4. They share their mission, vision and company values. In addition, they share team photos, all of which help build trust.
  5. They talk about community service, and a portion of the sales go to charity.

Summary

The best product pages should fit all of these elements: have a targeted keyword, proper SEO (search engine optimization), beautiful images and descriptions, and look beautiful.

The best practices we listed in the article have been proven to increase conversion rates, with many e-commerce sites even increasing sales by over 300%. If you are planning to redesign your product pages, then we hope this article will give you some insight.

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Conclusion

The only question is, which side are you going to pick?

Let me know in the comments.

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