eCommerce Product Page Best Practices To Drive Conversion

Nov 19, 2020   •   3 Min Read
HubSpot Video

Product pages are one of the last things that shoppers see before deciding whether to add an item to their carts. Convert more visitors into customers by optimizing your website with eCommerce product page best practices in mind.

eCommerce Product Page Best Practices

Turn more visitors into customers and increase product page conversion with these 7 eCommerce product page best practices:

  • Use a "Ready To Buy" Container
  • Use a bold CTA
  • Show product availability
  • Estimate shipping time
  • Use high-quality product photography
  • Take videos of products in use
  • Cross-sell related products

1. Use a "Ready to Buy" Container

We like to call it a Ready to Buy container, but you can call it whatever you want! This is essentially an area on the product detail page that consists of the most relevant information about the product that you're selling. It usually displays the name of the product, a brief description, how many are left in stock (or it it's out of stock), price and shipping cost/time.

Grouping these components together accelerates the consumer purchase decision process by highlighting all of the most important product details in one place − making it easier for shoppers to learn more about the product they may want to buy.

2. Use a Bold CTA

The "add to cart" button should be one of the most prominent areas of a product detail page. Be sure to position this button above the fold so that visitors don't need to scroll down to find the button.

Also, ensure that size and color of the CTA are bold so that it stands out from the rest of the elements on the page. Although we recommend keeping the colors consistent with your brand, it's important that the CTA button catches visitors' eyes, so use a color that contrasts from the rest of the page.

3. Show Product Availability

Following eCommerce product page best practices is especially critical during the holiday season. To help you prepare for Black Friday, we encourage you to show a product's availability on the product detail page. If there are only a few left in stock, let your customers know! This creates a sense of urgency and encourages shoppers to complete the checkout quicker.

4. Estimate Shipping Time

Display accurate estimated shipping times year round (and especially during the holiday season!) Whether customers are first time buyers at a new store or are brand loyal to their favorite store, they want to know when they'll receive their purchase. If external factors cause shipping delays, be sure to update your customers by sending out an email with a new expected delivery date.

5. Use High-Quality Product Photography

The biggest difference between shopping in a physical store and shopping online is that customers can touch and feel that product before purchasing it in store. Since this can't be done when shopping online, it's important for eCommerce brands to capture their products in the best light.

We recommend following these 5 product photography principles to capture your products from all angles and showcase all features. When taking photographs, remember to include even the smallest details, so customers know what to expect.

6. Take Videos of Products In Use

One of our favorite eCommerce product page best practices it to use product videos. Not only do videos help drive product page conversion, but they also help customers make a final decision about whether they want to purchase the product. In addition to the high-quality product photography on your product detail page, we encourage using videos to show a product's features, explain how to use a product or compare a product to a competitor's.

7. Cross-Sell Other Products

Cross-selling is all about finding the perfect accessories to complement a given product. Clearly present these products to your visitors by including them at the bottom of the product detail page. For example, if you sell winter coats, try to cross-sell a pair of gloves, a winter hat or a scarf. It's a great strategy for increasing average order value.

All of these items go together, so don't worry about annoying your customers with too many offers. Just remember to make the initial product the main focus on the product detail page, and try to avoid cross-selling unrelated products.


We hope that these eCommerce product page best practices help you prepare for your website launch and increase conversion. If you have any questions or would like to learn more about how Groove Commerce's website and marketing services can help you build, design and grow your eCommerce store, reach out to us through the form below. A member of our team will be in touch!

Explore more tags: BigCommerce Blog
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