It’s hard to replicate the in-store shopping experience online, but brands are constantly finding new and exciting ways to showcase their products on display. Fortunately, product pages are generally the final frontier for shoppers deciding whether or not to buy.
The rise of new technologies has seen product pages, also called product detail pages (PDPs), evolve significantly over the past few years to match growing demands of online shoppers. Agreed 2023 Salsify research55% of shoppers worldwide say the online shopping experience is important to building brand loyalty.
But how do you turn a static product page into an exciting, immersive experience? Answer: innovative web design.
Here are some of the design trends that will define 2023 and the brands that masterfully execute them.
Get inspired. 10 Best Product Page Design Examples
Here are 10 brands that do the best product page design and tips for emulating them.
1. Interactive product images. Helix mattresses
The biggest downside to online shopping is that customers can’t see or feel the product before they buy. To solve this problem, brands create interactive visuals that allow shoppers to engage with the product in several different ways.
Obviously, customers still can’t touch the product, but they can get a better idea of ​​what it looks like in 3D, and as a bonus, they’ll stay on the page longer while they click around and learn more about the product. .
Helix mattresses uses flat illustration of its products with touch points that customers can click on to learn more about each item. This helps shoppers quickly find the information they need and encourages them to visualize the product in the process.
Image source: Helix mattresses
2. Animated page transitions – drunk elephant
Scrolling through a product page should be fun and engaging, a bit like holding a product in your hand and scrolling to find more details. Brands such as: A drunken elephant they recreate this online by using animated page transitions to encourage shoppers to keep scrolling. There is an incentive to keep going because you want to find out what information is next and how it will be delivered.
As well as implementing fun fades, animated images and interactive illustrations, Drunk Elephant also includes videos for a complete multimedia shopping experience.
Image source: A drunken elephant
3. Minimalist design. our place
Gone are the days of busy PDPs where brands try to squeeze in as much information as possible next to big flashing discount signs and too much text. Today, brands are revising their product pages to create a purposeful and peaceful shopping journey.
Take a homewares brand Our place, for example, which uses muted colors and very deliberate sections on its product pages. It also includes plenty of white space to reduce the amount of clutter and keep shoppers focused.
Image source: Our place
4. Elements of history. Death wish coffee
Research by: Search Engine Watch: shows that storytelling can increase conversions by 30%, so it’s no wonder brands are turning to this tactic to differentiate themselves from the competition and build trust.
Death wish coffee combines storytelling techniques with bold, eye-catching graphics to make a statement on its product pages. Buyers can learn more about how the product is made by presenting the design they are going to remember.
Image source: Death wish coffee
5. Use of print as an image. Free Node
Typography is a powerful design technique that can be used to convey information and look good at the same time. Progressive brands use fun fonts and bold typography to share product details and create a hierarchical experience for shoppers.
Studio Nod:A headphone brand that uses oversized text to highlight some of its product’s features and benefits. It stops shoppers mid-scroll to provide important information that can drive their purchase decision.
Image source: Studio Nod:
6. 360 degree images
Including 360-degree product photos allows shoppers to explore products at their own pace and move around the image to focus on the parts they’re most interested in.
Thinx: uses 360-degree footage to showcase its products from every angle, which helps shoppers imagine how it would look in real life.
Image source: Thinx:
7. Product Videos: Bang & Olufsen and Tangle Teezer
While 360-degree photos allow shoppers to see a product in 3D, product videos show what it might look like in action. A video is a great way to highlight how a product can be used, what it’s like in use, and give buyers a real insight into things that an image alone can’t convey, such as size, material, and additional features. .
Bang & Olufsen use video to highlight the quality of their sound systems. At $6,000 a piece, it’s important that buyers get an up-close look at the material, the sleek design, and what they’re getting for their money.
Image source: Bang & Olufsen
Tangle Teezer uses the video in a different way. The hair product brand shares videos of its PDPs to show shoppers how they can use the accessories.
Image source: Tangle Teezer
8. Lifestyle Images: Finisterre
Instead of sharing product photos of a product displayed on a plain white background, brands are turning to lifestyle photos to give products an aspirational feel. This type of photography also helps brands stand out by representing potential lifestyles around the product and encouraging shoppers to imagine what they’re buying.
Finisterre this is a great example of branding. The surfwear brand uses real-life photos of its products that its target customer base can relate to.
Image source: Finisterre
9. AI and Chatbots: Polaroid
Artificial Intelligence (AI) chatbots help brands connect with customers and answer questions. This can reduce friction in the buying cycle and stop shoppers going elsewhere if they can’t get the information they need.
Camera dealer Polaroid has a pop-up chatbot on each product page that offers an FAQ and allows customers to type in their questions to get instant answers.
Image source: Polaroid
10. Customized and innovative size charts. Ride Store:
According to research RetailDive:, over 50% of online purchases are returned due to sizing issues. It can be difficult for customers to get a good idea of ​​what size they might need from a screen, but there is a way around that. Some brands implement a personalized and interactive size chart to help shoppers find the best fit.
take Ride Store:, for example The outdoor apparel brand has an interactive tool where shoppers can enter their measurements and weight and get personalized feedback on what size they should buy.
Image source: Ride Store:
Implement the best web design trends for e-commerce into your store
Using interesting, new retail trends in you e-commerce store can dramatically improve the online shopping experience. Bold fonts, beautiful images, and interactive elements all help customers explore your product more closely and make quick purchase decisions. And they go a long way in building brand trust and building brand awareness, setting you apart from the competition.