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How to design high converting Shopify product pages

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Shopify product pages are where ecommerce merchants spend most of their day, where frustration arises, where laser-focus efforts are put in. We all know a beautifully designed and thoroughly optimized product page can do wonders to your sales, but how is the next question to ask!

While there are an abundance of product page design guides that can walk you through the principles and underlying foundations of a highly convertible product page, this article will show you step-by-step how to create an excellent Shopify product page

So, let’s dive in. 

Shopify product pages: The must-have

To begin with, we’ll take a look at one of the most recommended themes on the Shopify themes store, the Story theme

product page

On the first view, it checks all the basic requirements  of the average product page design checklist, including: 

  1. Product name
  2. Product price
  3. ‘Add to Cart’ button
  4. Product description
  5. Product images
  6. Related products

However,  with the growing competition between ecommerce businesses, keeping a standardized format with your product pages might not cut it anymore.  

In an online customer journey, the product page is often the bottleneck of your sales funnel. The better it is, the wider that bottleneck gets. If you’ve managed to persuade a potential buyer to get this far into your site – the point where they are actually viewing a product they are personally interested in – you certainly don’t want to leave them dissatisfied with a lack of information or trust.

Now let’s take a look at an example that goes a step further than the basic Shopify product page format:

shopify product page

This product page has a very similar layout, but there are some obvious improvements to the previous one.

  1. Customization and variation are available to address different tastes. Customers might be drawn to the initial image from collection page, but they might find a style they prefer even more, and in the best case scenario they might purchase more than one of a single item
  2. Limited stock information taps right into the potential buyer’s  FOMO: essentially, buy now or you might regret it later!
  3. A customer testimonial is included right above the product description to add a  persuasive touch and help shoppers make buying decisions based on social proof. Visitors will naturally trust other buyers as there is no incentive for them to up-sell the product. Increase your brand credibility by showcasing happy customers with 5-star reviews.
  4. Dynamic product images show the shoes from many angles and help shoppers have the best visualization of the actual product they will purchase. When selling online, you need to work twice as hard to make a sale and giving a multi-angle view of the product you’re selling is essential. 

So now we’ve seen a basic product page, and an improved product page, we’re going to continue the journey as, believe it or not, there’s still plenty of room to go further. 

The product page doesn’t only need to have what we’ve seen so far. It can be used to continue telling the product story and therefore capturing the attention and imagination of your website visitors even more so than the previous examples.

This is a Shopify product page that really showcases the product they’re selling:. 

It has all the basic elements and functionalities, but, sprinkled with CRO-induced elements such as a timer, discount offer, descriptive and transparent product description plus customer reviews. 

There’s a lot going on here, but all of it has its place and function on the page. The videos are super informative and make the page more interactive, the story about the production process turns the page into a learning experience, and the partner logos and FAQ go a long way in building trust. There are a lot of options for sure, so it can help to separate the absolute necessities from the “should” or “maybe” have features.

Shopify product pages: The should- have

Listed above are the very basics of a Shopify product page – which absolutely has a place for those who wish to enter the fierce ecommerce competition. 

But that’s just the participation part, beating the competition is another story. 

So, is there a formula that guarantees success? And, if there is, is it just another lackluster formula like “Success = Hard Work + Luck ”. Most of us, being as data-driven as we can be when working within the ecommerce industry, would more than likely disagree with such a ‘formula’  (of course, we can’t ignore the “hard work” part!).

So, with that in mind, we’ve taken a look at Shopify’s top 500 successful stores and carefully assessed their product page designs to compile a list of things they all share in common. One thing’s for sure,  they’ve all gone much further than the basics! 

Shopify's top 500 successful stores

Here’s what we found…

Cross-sell and upsell like a master

Cross-selling is selling additional, or related products to the one your customer has already bought. Whereas upselling is selling an advanced version of the product your customers are buying. Both are designed to increase average order value and ultimately, grow sales. 

Those might be the  basic principles, but putting them into practice is the tricky part as there are a number of points to consider when designing your upsell or cross-sell strategies: 

  • How can you add user-generated content that establishes trust and credibility so the potential buyer will make a quicker decision on whether to go for the upsell or cross-sell product.  
  • How can you offer relevant product recommendations? How can you customize your upselling and cross-selling language so your shoppers feel attended to, and easily picture themselves with the product(s)? 
  • How can you calculate the right pricing options that fit your customers’ budget and pricing sensitivity, but also fit your sales goals? 
Amazon product page
Amazon is an prime example of upselling and cross-selling done right

Let’s take a look at our 3 step guide to help you with upselling and cross-selling within your product pages: 

Step 1: Calculate your pricing options

Make sure the upsells are not 25% more expensive than the product your shoppers are buying and the cross-sells are at least 60% cheaper than the product added to the cart. 

Step 2: Craft personalized upselling or cross-selling messages

Revisit your customer persona (if you don’t have one you can create a detailed and effective customer profile in just 5 minutes) and take another look at their needs and wants. Then, craft messages that explain how your upsells or cross-sells can ease their pain points. Use words like “I, you, your” to communicate on a personal level. 

Step 3: Generate automated personalized product recommendations

Personalized and Automated product recommendations are both hard to implement if you do it manually. 

But, Shopify makes it so much easier with an extensive library of Shopify Cross-sell and Upsell Apps. All you need to do is go to the Shopify App store, add an app, then make a trial run! 

Those are the basics, to help you become a master of upselling and cross-selling, but you can also find some other useful resources via HubSpot and VWO

Top tip: Be ready to answer your customer’s questions on your products by adding a live chat to your Shopify store.

What makes a great Shopify product page

The most important thing to think about is that your product pages are ambassadors for your brand. 

Our shortlist of what should definitely be on your product page includes:

  • HQ images
  • Product name
  • Price
  • Informative description
  • CTA (e.g. “Add to Cart”) button
  • Customer support indication
  • Social proof

The points listed above are what any online shopper is hardwired to expect as they walk through your product pages and are essential to include.

Let’s take a detour to the above Bearie Store example again, the page has a lot of great elements, but is it too lengthy? Would you feel bombarded with information if you were a customer? 

Perhaps just the production process video would get across the brand message and speak to the visitor enough, or maybe it would only take the partner logos…There’s no way to know for sure without trying testing and understanding who your customers are and how to connect with them. Thankfully there are many options available to you:

  • Colour and size swatches: allow the visitor to view the options
  • Affiliate logos: reputable brands make clients believe in you more
  • Dynamic images: don’t just show one boring angle
  • Variations: are there distinctions between products beyond just color and size?
  • Video: tell a story, highlight the production process, or entertain the visitor
  • Brand stories: everything on the product page should be brand-appropriate and inform visitors even if they might have missed your homepage or about us page
  • Unique facts, features and specifications: what makes the product stand out?
  • Helpful links: give advice to your customers and it will keep them coming back
  • Similar or complementary product suggestions: always take the opportunity to up-sell or cross-sell
  • Affiliate logos: brag about your well-known partners
  • FAQ: promote transparency and be helpful

To put these elements into perspective, we’ll share with you a few examples of great, engaging product pages.

Luxy Hair

The first thing that stands out is that when following the “shop hair extensions” CTA from the homepage, we’re greeted immediately by three categories targeted to the needs of the potential buyer.   

shopify-store-guide-chapter-2-2

Pretty neat that it quickly feels like we are really designing the final deliverable.

shopify-store-guide-chapter-2-7

This product page includes variations, trust markers, reviews, video and an FAQ -there’s even a gallery where customers can share images of themselves using the product.

Dollarshaveclub

Often named as one of the best Shopify stores, DollarShaveClub weave their interesting voice and personality right into the basic product page that  keeps you scrolling to the end. 

Beautifully crisp images + benefits illustration + customer testimonials + a touch of brand personality = what could possibly go wrong? 

FLOS

FLOS is an interior furniture design brand hence FLOS’s products come at a higher price, which means the buying journey is longer and shoppers need constant reassurance, and an eloquent answer to the classic “Why is this for me”.

Product Page Design Case Study

Let’s look at how FLOS persuade their customers: 

  • Multiple product-solo and lifestyle product images
  • Designer calls out to speak to the value prop
  • Clear customization options available
  • Dimensional sizing charts to help consumers visualize the item in their space
Flos product page design

Master & Dynamic

Master & Dynamic’s product page is breathtakingly minimal, just enough to demonstrate the incredible design of their headphones, but then delves heavily into the technical specifications and features. This is a prime example of how every product page should start with a firm understanding of the targeted customer. 

Knowing their customers, they make the high standard of design and engineering their unique selling point.

Identify your Shopify product page’s goals

Whilst there are some basic principles for a good product page, there isn’t necessarily a  common denominator for excellent product pages. 

Designing a good Shopify product page, while easy enough for every merchant (since you don’t have to start from scratch), requires you to look deep into your goals, your customer persona, your brand personality. From there, it’s about experimentation and optimization; figuring out what speaks to your visitors’ needs and expectations, what makes them trust you, what makes them convert, etc.  

The ultimate goal of a product page look something like this:

  • It subconsciously persuades visitors
  • The design captures and commands attention
  • The visitor is not left with any lingering questions
  • Your brand story and reputation is clear
  • Up-selling, cross-selling, and/or reselling

Start simple and continue the testing process as you go. 

Don’t forget there are numerous Shopify page building apps to help you with the process, such as PageFly which can help you build the product page of your dreams with incredibly user-friendly tools, amazing templates and examples to help get you started. Check out PageFly’s video tutorials to get you started with designing a great product page. 

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