eCommerce Website Design Guide, Part 2: eCommerce Product Page Design

Introduction

When customers shop online, the product page is where they make the final decision to buy — or leave.

It’s the digital equivalent of a salesperson showing a customer the product, answering their questions, and guiding them to checkout. If your product page isn’t designed well, you’re leaving money on the table.

In this guide, we’ll walk through best practices for great ecommerce product page design, with practical tips for small business owners. You’ll learn the essentials you can do yourself, plus a few advanced techniques if you want to take things further.

What Is an Ecommerce Product Page?

An ecommerce product page is the webpage that showcases one specific product in your online store. It’s where customers look for:

• What the product is
• What it looks like
• Why they should buy it
• How much it costs
• How and when they’ll get it

Unlike a landing page (which is designed for a single campaign), your product page is part of your online store’s permanent structure. It needs to work hard every day to close sales.

Why Product Page Design Matters

For small businesses, product pages aren’t just a “nice to have” — they’re the heart of ecommerce success. Here’s why:

• It’s where decisions are made. A clear, persuasive page moves shoppers from interest to purchase.
• It builds trust. Shoppers can’t hold your product in their hands, so your page must provide the next best thing: detailed info, visuals, and reassurance.
• It impacts your bottom line. Even small design improvements — like better photos or a clearer CTA — can dramatically increase conversions.

Example: An online candle shop improved its sales by 25% simply by adding lifestyle photos of candles in cosy living rooms, helping shoppers imagine them in their own homes.

The Must-Have Elements of a Great Ecommerce Product Page

Let’s break down the essentials every product page needs, explained in beginner-friendly terms.

1. A Clear Product Title

• Use plain, descriptive words so customers know exactly what they’re looking at.
• Include key details like size, material, or style when relevant.
• Example: “Organic Cotton Crew Neck T-Shirt – Navy, Medium”

2. High-Quality Images (and Video if Possible)

• Use multiple photos from different angles.
• Include lifestyle shots showing the product in use.
• Offer zoom or close-up features.
• If possible, add a short video to bring the product to life.

3. Informative, Persuasive Descriptions

• Don’t just list features — explain benefits.
• Use short paragraphs or bullet points for easy scanning.
• Example: Instead of “Made from stainless steel,” write “Durable stainless steel that resists rust and lasts for years.”

4. Transparent Pricing and Availability

• Show the price clearly, with no hidden fees.
• If relevant, display stock levels (“Only 3 left!”).
• Be upfront about shipping costs and delivery times.

5. A Prominent Call-to-Action (CTA)

• The “Add to Cart” or “Buy Now” button should be easy to spot.
• Use a colour that stands out.
• Place it above the fold, and repeat if the page is long.

6. Trust Builders

• Customer reviews and ratings.
• Guarantee badges, return policies, or secure payment icons.
• FAQs addressing common questions.

7. Supporting Information

• Size charts, ingredients, or specifications.
• Shipping and returns details.
• Suggested use or care instructions.

eCommerce Product Page Design Tips for Small Businesses

You don’t need to be a designer to make big improvements to your product pages. Here are some simple, effective tips:

• Use a consistent layout. Every product should follow the same template for a professional feel.
• Keep it simple. Avoid clutter and distractions. Focus on what helps customers buy.
• Make it mobile-friendly. Test on your phone to make sure photos and CTAs look good. Read more about making your website mobile-friendly.
• Highlight benefits, not just features. Customers want to know how the product will improve their lives.
• Write like you talk. Use natural, conversational language.

Digging Deeper: Advanced Strategies

If you want to take things up a notch, here are some advanced product page strategies:

• SEO Optimisation: Include keywords in product titles, descriptions, and alt text so your products show up in Google searches. Learn more about on-page SEO.
• Schema Markup: Add structured data (for reviews, prices, availability) so your product pages can display rich results in search.
• Product Videos: Short clips can increase conversions by showing the product in action.
• Cross-Selling and Upselling: Suggest related items or upgrades (“Pair it with these shoes” or “Upgrade to the deluxe version”).
• Live Chat or Chatbots: Answer questions in real time to reduce hesitation.

Mistakes to Avoid

Many small businesses fall into common traps with product pages. Avoid these pitfalls:

• Using blurry or too few images.
• Copying manufacturer descriptions word-for-word.
• Hiding shipping costs until checkout.
• Overly long or confusing checkout processes.
• Forgetting to proofread — typos erode trust.

Examples of Effective Ecommerce Product Page Design

• A local coffee roaster: Clear product titles (brand name, blend name, and roast level), multiple images of packaging and brewed coffee, and a “Subscribe & Save” CTA.
• An independent jeweller: Lifestyle images showing necklaces being worn, short descriptions highlighting craftsmanship, and reviews that reassure hesitant buyers.
• A pet supply shop: Simple page layouts, icons for “Free Shipping” and “Eco-Friendly,” and related product suggestions (“You might also like this toy”).

These examples prove you don’t need a big budget — just smart design choices.

Step-by-Step: How to Improve Your Product Pages Today

1. Review your product titles. Make them clear and descriptive.
2. Check your images. Add more angles or lifestyle shots if needed.
3. Simplify your description. Focus on benefits, not just specs.
4. Make your CTA button stand out. Use a bold colour and place it near the top.
5. Add one trust element. Reviews, guarantees, or shipping info.
   Test the mobile version. Make sure it’s easy to read and tap.

Conclusion

Your product pages are the most important part of your ecommerce website design. They’re where shoppers make the decision to buy — or move on.

The good news? You don’t need technical expertise to make improvements. By focusing on clear titles, strong visuals, simple layouts, and persuasive descriptions, you can dramatically increase your chances of making a sale.

But if you’d rather skip the learning curve — or you want product pages that perform at their best from day one — we can help.

Work with the friendly professionals at Activate. Our team designs ecommerce product pages that not only look great but are built to convert. Get in touch today and let’s turn your product pages into your best salespeople.

Looking for Part 1 of this mini-series on ecommerce website design? Read all about ecommerce landing page design here.