And this number’s projected to grow to $5.4 trillion in 2022. That’s a 26% increase!
There’s never been a better time to sell products online, but there’s also never been more need to get persuasive.
Everything on your ecommerce website has to be on point if you want to not only survive, but thrive and grow your store. And this starts with exceptional product pages. So how can you create a Shopify product page that converts?
In this piece we’ll cover:
The elements you should add to each Shopify product page for best chance at success, and
How to build product pages custom to your store
We’ll also share six stunning product page examples from Shopify merchants (including real Shogun customers), so you’ll come away full of ideas for your next one.
What is a Shopify product page?
A Shopify product page is a page on your ecommerce website that contains all the details of a given product. Built with Shopify, the page provides the specifications and features, costs, assurances, and motivation your visitors need to convince them to begin the checkout process. Ultimately, it can make or break a sale.
What is the difference between a product page and a landing page?
A landing page is a standalone web page designed for a specific marketing campaign. Typically, it has only one focus — to guide the visitor to take a specific action with minimal distractions. This action can be anything from signing up to an email newsletter, to accessing an online course, or buying a product.
Landing pages still contain focused offers, but they don’t necessarily have to be for an ecommerce product.
Meanwhile, a product page is designed to get a visitor to buy a given product by providing specific information about it. These pages aren’t designed specifically for conversion and can have several different goals versus just one call to action. They often contain many links the visitor can click to navigate away from the page, where a landing page is typically where you’ll only want one focused link for visitors to click and may even exclude site navigation.
Landing pages and product pages are both useful in ecommerce, but they are designed for slightly different purposes.
What can you sell with Shopify product pages?
The short answer here is 'pretty much anything'. These pages work well for both physical and digital products. You can also have these pages be grouped into collections via a collection page to make it easier for visitors to find your products by category.
Standard Shopify product pages offer basic customization for fonts, image size, zoom, and more. However, the challenge with standard Shopify product page templates is that they are often a little cookie-cutter in nature, and frequently used by other growing ecommerce stores. There’s little room for creating a really customized experience out of the box.
Thankfully, you can use third-party apps to really customize your Shopify product pages. This will ensure that your product pages have the uniqueness and detail needed for conversions.
Technically you only need a product title, a description, and a call-to-action to create a bare-bones product page. However, Shopify product page templates with basic components are unlikely to convert as well, which is why it makes sense to customize them for shoppers, or even based on segments of your audience.
Here’s an overview of the key elements you can include on your Shopify product page to be as persuasive as possible:
The product name
Enticing product images
A detailed product description
Quality product videos
Ample customer reviews
A Frequently Asked Questions (FAQ) section
An add-to-cart call-to-action (CTA)
Let’s take a look at Shogun customer Rumpl and how their product pages include many of these elements:
Rumpl sells innovative blankets made with materials typically found in premium outdoor gear and activewear.
Their flagship product is the Original Puffy Blanket. Let’s take a look at its customized Shopify product page…
First, you see the classic product page layout which includes a product title, a description, an image gallery, and a CTA "add to cart" button.
Note how Rumpl also displays shipping and returns information right below the product description (the visitor doesn’t need to go hunting around the site).
As you scroll through this page there’s a product video that explains what makes this blanket special. Further, below the video, you can find information on features, specifications, and sizing:
Then there’s an outdoorsy image combined with a social proof quote from Forbes.
Below this image, there’s information about free shipping and returns, The Rumpl Guarantee, and the 100-night risk-free trial.
All this info provided reassures the potential customer that if they are unhappy with the product they can return it and get their money back.
As you scroll even further down you find another list of features that highlights the ones that are the most important:
There’s even a section that encourages you to learn more about Rumpl’s commitment to source environmentally responsible materials:
Below this you can also see a visual representation of various Original Puffy Blanket sizes:
Then there’s a “Where to Use Your Rumpl” section which consists of four images of suitable locations.
These images make it so easy for the potential customer to imagine themselves using the Original Puffy Blanket.
Below these images there’s the FAQ sectionthat features six of the most frequently asked questions about this product (anticipating what the visitor needs to know to make their purchase):
And finally, below the FAQ section, you see the product rating and the customer reviews.
Note that Rumpl makes a point to reply to the reviews. This makes the company appear especially personable and down-to-earth. Keep in mind that little things like that can have a huge effect on brand loyalty!
Overall, Rumpl does an awesome job with their customized product page sections to help visitors get all the info they might need as they consider a purchase. How can you anticipate and provide the same for your visitors?
Rumpl customizes their Shopify pages with Shogun Page Builder
What are the key components you should add to your Shopify product pages?
Let’s look at the key components that you should include on all of your Shopify product pages.
When someone visits your product page, it should be immediately clear to them what you are selling. And this starts with a product title. It should be:
Note that “clever” product titles might confuse the potential customer, so it’s best to keep them simple and to the point.
Enticing product images
Product images are incredibly important when it comes to the conversion rate of your product page.
Baymard Institute discovered that 56% of users immediately started exploring product images after arriving on the product page. However, their research revealed that 25% of ecommerce sites failed to provide product images that met the user’s needs.
Here are the two key things that you need to pay attention to:
Image resolution: It’s been found that users extend their disappointment beyond the specific product that they are viewing to the site or brand. Low-quality images affect not only how people perceive a particular product but also how they perceive the brand that sells it.
It’s best to hire a professional photographer to solve this. However, if you are on a budget, you can shoot the products yourself. Just make sure to pay attention to lighting, pick the best product angles, take close-up shots of details that might be of particular interest to potential customers, etc.
Zoom-in functionality: 93% of ecommerce desktop sites allow users to zoom in on some or all product images. However, on some of the sites the level of zoom on the images is insufficient to see the visual details required to make the purchase decision. This leads some users away from the product page since they can’t get a rich visual understanding of crucial product details.
Make sure that the zoom-in feature is sufficient to examine the products. Also, consider offering additional features such as the ability to rotate the image to see the product from different angles.
The takeaway here is that you need to allow online shoppers to visually examine the product if you want them to feel confident enough to buy it.
A detailed product description
Product descriptions should provide the information that the potential customer needs to decide whether they should buy a given product.
90% of the top-60 ecommerce sites currently maintain a high level of quality and consistency in their product page descriptions. This makes it the current industry standard, meaning if your brand doesn’t offer high-quality standards, your visitors will notice and may choose a competitor.
Depending on the product type, you may want to include details such as:
What materials it's made of
Especially unique features
How to pick the right size (this is especially important for clothes or jewellery.)
You might also want to include unique selling points and highlights that might appeal to your target audience. For example, if your ideal customers are environmentally conscious, then mentioning that the product is made from recycled materials makes sense.
In fact, structuring product page descriptions by ‘highlights’ increases user engagement, yet 78% of sites don’t try this.
Quality product videos
Videos provide a creative way for ecommerce stores to sell their products, too. In fact, 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. There are a variety of product videos that you can choose from:
Production line videos
Also, if you intend to offer a product video alongside product images, you should know that people struggle to find product videos on as much as 35% of ecommerce websites.
How can you make your product videos easy to find? Just include the videos along with the image gallery thumbnails. You can also overlay your video assets in the image gallery with a “play” icon.
In a survey on why online shoppers abandon carts, some of the top reasons include:
Extra costs such as shipping and taxes (49%)
Slow estimated delivery speed (19%)
Inability to calculate the order cost upfront (17%)
It’s clear that shoppers don’t want to wait until they get to the check out to learn about:
How much they will need to pay for shipping
How long they will have to wait for their order to arrive
That’s why it’s best to provide this information upfront on the product page.
Moreover, according to the Walker Sands “The Future of Retail 2019”report, free and fast shipping is the #1 driver of online purchases.
This means that if you can offer free 2-day shipping, then displaying that information on your product page can serve as an additional selling point.
Want to know what Walker Sands named as the #2 driver of online purchases? Free returns and exchanges!
And it’s also worth noting that the #4 driver was easier online returns.
This is understandable given that the main disadvantage of online shopping compared to shopping in brick-and-mortar stores is the fact that you can’t examine the product in person. No one wants to suffer buyer’s remorse.
That’s why you should provide returns information on your product page. Reassure the potential customer that if the item doesn’t meet their expectations, you will happily refund their money.
Potential customers care less about what your brand says about your product and more about what other peoplesay about it.
That’s why displaying customer reviews can have a drastic impact on the conversion rate of your product page. According to Spiegel Research Center, the purchase likelihood of a product with 5 reviews is 270% higher than that of a product with zero reviews:
However, as you can see, the effect the number of reviews has on the conversion rate isn’t linear: the marginal benefit of additional reviews starts diminishing after the first five reviews.
Also, keep in mind that when it comes to customer reviews, it’s important to make sure that they don’t come across as fake. Here’s what Spiegel Research Center found:
“Is five stars “too good to be true” in the eyes of consumers? According to our research, it is. Across product categories, we found that purchase likelihood typically peaks at ratings in the 4.0 - 4.7 range, and then begins to decrease as ratings approach 5.0.”
So make sure that your product page has at least five customer reviews and don’t delete negative reviews should you get any.
A Frequently asked questions (FAQ) section
You have probably already noticed that the same few questions tend to come up again and again about your products. So why not answer them on your product page?
That will save your customer support team a lot of work! After all, 69% of consumers first try to resolve their issue on their own, but 55% of sites don’t have Q&As, which can cause friction in their purchasing journey.
By highlighting the most popular FAQs on your Shopify product pages, your customers will experience less issues and conversion rates should increase.
A call-to-action (CTA) button
You should make it clear to potential customers what you want them to do next, which is the purpose of the call-to-action (CTA) button.
For your Shopify product pages, you will want your visitors to add a product to their basket.
Research has shown that personalized CTAs that appear as buttons perform far better than images.
Typically, ecommerce stores use the phrase “Add to Cart” as the CTA button copy.
That being said, feel free to experiment and conduct A/B tests to find which is the most effective CTA for your products. What works for one company may not work for yours.
5 stunning Shopify product page examples
Need some inspiration? Check out these five Shopify product page examples:
Shopify product page example #1: Chloe Ferry Cosmetics
They use an interesting approach with their Urban Track bike: they have a promotional page that leads to its product page.
Let’s take a look at the promotional page first.
Above the fold there’s a video, then a product description, and a CTA "shop" button:
Below that 6KU highlight the key features of this bike:
Then there’s the “We Got You Covered” section that provides reassurance to potential customers:
Then, at the bottom of the page, you see a product image and a few sentences of copy followed by a CTA button.
When you click that CTA button, you are taken to the actual product page that features a classic product page layout with a product title, product description, product image gallery, and a prominent “Add to Cart” button.
Below that there’s another section with detailed product information:
Followed by a cross-selling section “Customer Also Bought” that features various complementary products:
And then there’s the product rating and the customer reviews:
Overall, a solid amount of details for those browsing, and this Shogun customer does an excellent job anticipating visitor needs.
Shopify product page example #5: Aqualung
Aqualung sells divewear, diving and snorkeling equipment, and accessories.
The first option is the existing layout. It uses your themes product page template and allows you to keep its original layout. It will add drop zones to your product page so that you can add elements and make edits.
The second option is the custom layout. If you choose this, it means your themes current layout will not be used and you will use an empty Product Box to place elements in. This will create a new customized page.
You can also use standard landing pages in Shogun instead of product pages if you prefer to build an entirely custom page for your product. You can also display multiple products, as the image below shows.
Want to add videos to your Shopify product page?
You can easily add YouTube and Vimeo videos in just a few clicks using Shogun Page Builder. And what could be a better way to show off your product?
First, drag and drop a video element into your product page and enter the video URL. Just like in the video below:
Some of your competitors may have standard product pages, which is why adding details to your Shopify product pages — like videos, FAQ sections, and especially great review sections — is not just an opportunity to gain more sales, but can become a competitive edge, too.
Customize Shopify easier with the help of Shogun
Make sure your high-converting product pages have all the elements listed in this article.