As we all know, as eCommerce marketers and store owners, one of the most critical pages to perform and get right on your site is, of course, your product page.
A top-performing product page can pay off serious dividends, especially if you experience a high volume of visitors to your store.
We’re always hungry to find ways to improve performance, particularly with add-to-cart numbers, increasing AOV, and conversion rates, but how can we better benchmark ourselves against the competition without really knowing what their analytics are? Or, what do the top eCommerce brands do with their product pages?
Well, the good news is that I’ve worked hard collating some of my absolute favourite product pages that I’ve had as part of my personal swipe file for years and decided to show them off with you all.
To make the most of this curation of the top examples, this is a small checklist of attributes you can follow that many of these product pages possess.
It’s a good thing to write these down and make a note of them, as you can then use the above as a ‘free tool’ to cross-check with your own site.
Okay, it’s time to tuck into these high-level breakdowns. Regardless of your skill level in eCommerce, I really hope you enjoy it and get some good learnings, even if it’s just one golden nugget.
Off Limits is a cereal brand born out of the desire to make cereal a fun and healthy experience. This means all the grand flavours children enjoy eating, yet made with thoughtful ingredients to make the yumminess guilt-free. They currently produce four flavours: Strawberry, Cinnamon, Coffee, and Pandan. Here’s a look at how they sell their best-selling flavour:
Bite is a company that produces toothpaste bites in an attempt to minimise the environmental damage caused by the billions of toothpaste tubes that are disposed of every year. The formula contains no unnecessary fillers nor additional dyes, with natural and clean ingredients.
Here’s how they present this awesome unique product:
Duradry is an armpit care brand that particularly targets excessive sweating. Created as an answer to all the armpit products out there that were all marketing and no performance, Durardry uses science-backed ingredients for their formulas. They are most well known for their AM stick, but they also sell an effective PM Dry Gel:
AWSM calls itself the world’s first guilt-free sauce brand, and for good reason. The entire brand identity is anchored on sustainability, as they do away with single-use plastic, shipped water, and less waste. Here’s how it works: the sauces come in powder form, and it would be the customer's job to add water to it when they need it. A classic ketchup refill pack costs $6, and the bundle that comes with the reusable jar costs $11.50.
Wild is an underarm deodorant company, dedicated to making the industry more sustainable by doing away with single-use plastic and using natural ingredients. A case with one refill costs £15 (with the option to add a little upsell with the engraving and/or subscribe and save - nice little upsell tactic here on display).
Ever Eco is the brand that popularised the steel straw in Australia nearly a decade ago, and they have gone on to produce more eco-friendly products since. With their reusable solutions and zero-waste packaging, they are one of the best, cheapest eco solutions in the market. This kitchen bundle is a good example:
Reggie is a company that produces multivitamin supplements for dogs. Using vet-approved ingredients and essential vitamins, they have created a host of different products for different needs, including multivitamins, anxiety, mobility, and coat at a decent price bottle. You can of course save more by choosing their subscription plan.
Here’s their bestseller:
Biom is a plant-based, sustainable wet wipes brand that does away with single-use plastic. A starter kit comes with a reusable container and two refills at a good price, and they come in different scents and colours.
Here’s how it’s sold through their website:
Fresh Peaches is a company that created a revolutionary tushie cleaning product. Think: alcohol except when you apply it on your tissue paper, the paper does not break or tear. This is especially made for people struggling with hemorrhoids, and have been made using plant-based ingredients.
Try their family bundle for at-home and to-go needs:
The Essential is an eCommerce brand that sells home and life essential items, from groceries to Macbook cases. They have a lot of things in stock, but there are gems to be found in their Clearance section, like this Wine Glass Set:
Shimmy is a hand sanitiser brand that creates sustainable products that can be used for a long time. They create refillable, aesthetic-looking dispensers and bottles that will surely match the modern, minimal look most people are going for, and the product itself feels very nice when applied. Here’s their product on the go:
Jnr Life creates fun toys for toddlers, yet they are designed with an aesthetic that appeals to mature tastes. This means that you don’t have to sacrifice your home style just for your children’s toys. Their best-selling playmats go for around $200, and their play sets are priced at an average of $600. You can go slow by checking out this option:
Hismile is a dental company that is popular for its at-home teeth whitening solutions. They created a product that was as effective as mainstream brands yet safer on the teeth. Their popular whitening strips go gangbusters in terms of sales (judging by the number of visitors viewing their offer live on the site - pretty cool tactic), but they also have other effective products.
From a user experience and CRO point of view, this has to be one of my product page examples that those reading this should check out.
A-ware is an Austrian company that creates plant-based supplements. They are highly rated by customers, and while they have a range of great products at solid prices. It’s worth noting that their website has an English language option.
Clean O2 is the company that makes what they call the world’s first carbon capture soap. This means that beyond being sustainable, they are actively combatting climate change by using ingredients that enforce a circular economy. Love the mission that this brand is on (not to mention how much I love their branding and colours).
Clove is a sneaker brand designed specifically for medical workers. Hence, they are durable, easy to clean, and made to be comfortable even when standing for long hours. Here’s a look at how they combine style and function, and display it on one of their product pages:
Manukora is a manuka honey brand known and loved for its raw options harvested from the New Zealand wilderness.
Here’s how they set their offering apart:
Fits Puzzles is a puzzle brand that features images and artwork by different (not as mainstream) artists. Each product is recycled cardboard, which is pretty damn awesome. At $40 per puzzle, it’s a good business to support. They’ve also done a great job with their layout and CRO, so let’s take a peek:
Camp is a food brand that creates Mac and Cheese using vegetables and other plant-based products. Think the flavours you grew up with, except far healthier. At $20 a box, it’s something worth trying.
I really love the design layout of their product page.
Clear Within is a skin supplements brand that aims to fight acne through internal health. They only offer one product, with free shipping:
Kaffeeform is an eco-friendly company that takes what other people call junk and transforms them into usable, and durable, coffee cups. Love their mission of using recycled products, and just love their website overall, including their product page which includes:
Great Jones is a home brand that produces kitchen products. Cookware, bakeware, kettles, bowls - you name it. Their product range is a bit wide in that sense, but they do have bundles that sell for cheaper like this fully baked set:
Touchy Coffee is a New York coffee shop that takes roasting and coffee sustainability seriously. So, they do it farm to folk with careful tending to the entire process. Here’s a look at their products below.
Oh, by the way, the colour may look different for you, and that’s because the colours change every time you visit this page, or even refresh. It’s pretty cool. Just try refreshing this page now and you’ll see what I mean.
Unbun creates bread that has no grain nor gluten, and they only use healthy ingredients. Baked fresh with no additives, it’s definitely a brand for the clean eaters. But more than just bread, their best sellers are their bagels:
Keeps is a furniture brand that focuses in creating long lasting, sustainable beds. It’s not just that they use sturdy materials; it’s that they plant a hundred trees for every bed that is purchased. For the quality of their bed frames, the prices are pretty good.
My July is a beauty brand, with products focused on maintaining healthy skin, body, and “world”. So, their products are conscious, mindful, and ethical. Their products are priced at an average of $30, and they are most known for their body oils and butters.
Here’s the structure of one of their key pages:
Mitte is a business that has one goal: to provide water sustainably, without unnecessary waste or inefficiency. So, they came out with a number of well-researched and designed products, such as water filters and cartridges.
Here’s their main system:
Good Garms is a fashion website that sells sustainable clothing. This means natural fibers, thoughtful processes, and ethical options among a variety of well sourced brands.
Here’s a look at one of their product lines they recommend (notice the affiliate link, so they’re more of a marketplace):
The Honey Pot Company is a female care brand that uses plant-based ingredients with formulations that are science-backed and approved by gynecologists. They have a range of products, from liners and pads to wipes and washes.
Here’s a look at one of their best sellers, the “Natural feminine wash”:
A toilet paper company founded in 2019, Cloud Paper set out to make a sustainable alternative in an industry that thrives on tree waste by using bamboo as the source material. Three years later, they have saved over 19,000 trees and have planted nearly 7,000 to offset their carbon emissions. At a price of around $2 per roll, it’s definitely an effort worth looking at.
Here’s a look at their bundle for 24 rolls:
Blume is known for their self-care products for women. They believe in producing gentle products that are good for the environment, as well as the body. They also have award-winning products, such as their “Meltdown Acne Oil”.
They’ve done a great job with the UX overall, especially with their product pages.
Here’s their Exfoliating Mask as a reference:
Graza makes olive oil using pure Picual olives from Spain. It is of superior quality, with an impressive shelf life and high antioxidant content. They are best known for their finishing and cooking oils, priced at $20 each.
Here’s a look at their finishing oil product page:
A conscious brand that is especially known for its thoughtful salon branches across the United States, Ten Over Ten builds their products on the foundation that less is more. Their most prominent products are part of their nail line, where they even have nail polish remover wipes:
Seed is a microbiome science company known for their probiotics and synbiotics. Each product is carefully researched and crafted, and they have recently ventured into children’s health as well.
This is definitely up there as one of my favourite product page examples that you have to check out. It’s so big, it’s hard to detail every section, but well worth looking through.
The Pediatric Daily Synbiotic is one of their most prominent products for that market:
My Way Up are experts in gut health based in Australia, where they formulate and produce products based on credible research and science. They are most known for their multivitamins and anti-bloating products, priced at a decent price per bottle.
Here’s a look at one of their bestselling products:
Sola Wave became known for their at-home LED and light therapy products, all sold at prices well below professional dermatology brands.
Their red light therapy wand was awarded the #1 skincare tool by a couple of top publications (Men's Health & Zoe Report).
Albany Park is a sofa brand that started with just three different types of sofas, designed to fit different needs. Though they have since branched out to different types of chairs, such as loveseats, armchairs, and ottomans.
Still, their sofa remains a classic and a bestseller:
Sproos is a home improvement brand, crafted and designed specifically for those living in city apartments. This means that while their products would work with any home size, there are nuances to their items that fit city living style.
Take, for instance, this shower head:
Shaz and Kiks was established by two sisters who grew up with traditional Ayurvedic beauty practices. Taking what they have learned from their roots, they then created a beauty brand that would give other people access to these natural solutions.
Their best-sellers are their prewash and balancing hair cleanser, then they have this attractive bundle:
By Heart is a milk brand for babies, and they produced an infant formula that they spent 5 years crafting. They only sell that one item, and it received the Clean Label Project Purity Award among a multitude of other certifications.
Here’s a look:
Adda Veggie believes that vegan and plant-based food should be pure, affordable, and accessible even to those with allergies. They have four veggie protein mix blends starting at $20 per box, but the Herby Roasted Garlic flavour is arguably a favourite:
Have you ever touched a diaper that feels as good as cashmere? Coterie creates diapers just like that. They have a bunch of sizes available for different-sized babies, ensuring the perfect fit.
Caraa is a bag, and accessory company focused on creating products that are functional for modern city life. They just started off with one bag and now have a long line of different styles perfect for men and women living in the urban jungle.
Here’s a best-selling, classic piece from their brand:
Rebag is a company that buys and sells luxury items at a discount. Though they offer brand new items, the site deals mostly tied with used products, so it’s a place to check out if you want to rehome some of your designer labels. They also do authentication to ensure that their customers aren’t getting ripped off, so those in the market to purchase can have peace of mind as well.
Here’s a product that they currently have in stock on their site:
LSKD is an Australian brand that creates sportswear with a very modern and street look. They merge style and function together to fit the current popular aesthetic. In addition, they also support several charities and local causes that they believe in.
Though they sell hundreds if not thousands of items, their tights are especially known to be of great quality. There are also their shorts:
Barcode is a drink brand that is designed to support and sustain people as they chase after the things they want to do. They use only natural ingredients, with low calories, no added sugar, and a dozen vitamins and nutrients.
They are only sold in 12-packs:
Mosh creates products that are meant to cater to your brain health - not mental health per se, but brain health. This means a slew of vitamins and minerals designed to keep your brain in tip-top shape so that your chance of losing your memory over time is lowered.
Here’s one of the products that help do just that:
Inde Wild is a beauty brand that anchors itself on Ayurvedic practices and rituals. With products formulated by chemists and dermatologists, the brand then distributes the perfect blend of science and tradition, at decent prices.
Here’s one of their best products:
UnHide is best known for its soft blankets, made using vegan fur. They have classic pieces and interesting prints, catering to a wide range of consumers. Their best-selling size is their marshmallow, best for those with queen and king-sized beds.
Spinn believes that coffee should be convenient and sustainable, so they created a coffee maker that produces zero waste, is compatible with your phone, and is able to craft different kinds of brews. Their design is award-winning, and looks absolutely awesome (I really want one myself being the coffee lover I am).
Here’s their starter set:
Courant is a tech brand that believes useful accessories should have elevated design while still being easily integrated into people’s homes and lifestyles. They are most known for their wireless charging trays, with the CATCH:3 as their best seller:
Baboon to the moon is definitely an interesting brand name, but the owners decided on it because they wanted their brand to convey both fun and adventure. They create travel bags that are meant to be indestructible, no matter how many times the luggage guys at the airport throw them across the room.
They come in different sizes and designs, and this is their largest duffle:
Antler is a British luggage brand known for its classy and practical designs and products. They usually go for clean and solid colours, and they prefer to present themselves as a timeless heritage brand. Their luggage and products are genuinely on the more expensive side, but the quality is very good.
You could save money in this example when you purchase this set:
A Dozen Cousins is a food brand with recipes that were inspired primarily by Caribbean and Latino flavours and dishes. With a punch of culture and a variety of natural ingredients, the company sets itself apart by offering authentic flavours with a healthy twist. I love the social impact mission they’re on too.
Their rice and beans sets are especially popular:
Feather is a really cool furniture DTC and subscription eCommerce brand that sells different pieces of furniture but also gives people the option to rent for a low monthly fee. As someone who does tend to move every 1-2 years, it’s a great concept and offering to consider, rather than just having to buy furniture to then either sell or give it away if needing to move.
Here’s a look at an example of what a product page looks like:
As you will see in this guide, many stellar product page examples have done a really great job across the board. At the start of this post, I listed down some of the key components of what goes into creating great eCommerce product pages as a baseline, but other key features can really help when it comes to improving conversions. These features, predominately around social proof, include the likes of customer testimonials with user generated content (i.e. photos), video embeds from customers (Duradry’s a great example to refer to) and product videos, engaging icons for key product-specific USPs, and options for bundling and subscriptions. Make sure to take a look through the above references and keep these factors in mind, as they really highlight some amazing practices that can help increase conversions that you can learn from and apply to your own product pages.
In terms of specific eCommerce sites that I’ve talked about in this guide, the best examples would have to be Durdary (which is probably my favourite, to be fair), Reggie, Shimmy, Cloud Paper, Graza, Byheart, and Baboon to the moon. They all possess amazing best practices, which I’ve touched on quite a bit during this post, including great copy, product photos, informative product descriptions, and many more top practices. Not only these qualities, but they are all just really beautiful, well-design pages aesthetically. The branding and UI work of each are really awesome.
There are a few important metrics that eCommerce marketers and store owners should be keeping an eye on, as well as continuously optimising and testing, for their eCommerce product pages. Those primary metrics are conversion rates, AOV, bounce rates, cart abandonment rates, and measuring (and watching recorded videos through the likes of Hotjar) the flow from a product page to the checkout page. Then in terms of tests, there are lots of things you can be testing, including everything from the layout, to how the unique value proposition is illustrated related to the specific product, photos, testing the product title, social proof embeds such as related product recommendations to help with AOV, and many other items. Everything I’ve highlighted in what makes a great product page design should be tested. Depending on the volume of traffic and customers you generate for your online store, make sure you give enough time to run tests to achieve a clear outcome for what can be improved. If you have a small eCommerce store, you will need to give adequate time to see results.
Designing new eCommerce product pages takes time, especially if you have a custom Shopify site. So, what happens when you want to be testing new product page landing pages for testing? Or, what happens with new layouts that you want to use for specific product pages or collections, without affecting the bulk of other product variants? The good news is that there are many apps for Shopify users which you can use to speed up the development of product pages. The apps that I’ve had success with for clients' sites (as well as my own sites), include LayoutHub (which has over 2400+ reviews), Beae, Pretty Product Pages, Shogun, and Tapita. Each of them has really solid reviews and are user-friendly tools for beginners.
In terms of social proof tactics, I’m referring to the likes of apps that can help with product recommendations that are related to certain variants, shoppable short videos, visitor/customer purchase counters (like those pop-ups you see), trust badges, reviews and more. Here are some Shopify apps that I recommend checking out that I’ve used before with clients - Loox (good for reviews and photos), Rivo (user generated reviews), Sales Pop (social proof pop-ups), Royal Apps (trust badges), Trust Me (trust and security badges), Adevole (Instagram feed widget embed), Care cart (few of the above), Convertize (pop-ups), and Rebuy (product recommendations). I’ve tested a lot of others that I really like too, but these are my staple choices that I recommend for clients and other eCommerce founders/marketers I know.