Product pages tend to be the most important pages on your site. That’s where most of your ads lead to, and that’s where people make their buying decisions.
I use the same template for everything I (or my clients) sell, which ensures that all essential info is included — in the most logical order. There’s room for creativity too (e.g. longer stories, use cases, extra social proof), for products that need it. I’ve seen significant changes to conversion rates just by making the product page a little simpler and more logical, even if the content itself stays the same.
Please note that this post is just advice about how to structure your product page, not the content itself. Obviously you need an interesting product, great photos, concise copy, appropriate pricing and positioning etc. No template will magically work without those.
Depending on the device, the product images are either on the left or on top, with a small gallery below them. Nothing special about this.
Product title is a given, which I supplement with a short description. I want these two to, as quickly as possible, describe what the product is. Usually I keep the short description to 2-3 sentences. The review stars are displayed here too, as they kind of validate the description.
Next, I list the top 3-5 features as bullet points, and include the main benefits these features lead to underneath each feature. This ensures maximum clarity. I think the “benefits over features” advice has gotten too far in many cases, where it takes me too long to understand what the product is or how it manages to do something that is claimed. Listing clear features and elaborating on the benefits solves that, while still selling what the customer ultimately wants.
Then come the buying options, meaning quantity, size, color etc. Very straightforward.
Finally, for this section, we have the add to cart button. I always include something below it, to make ordering seem as frictionless as possible. My common examples are mentions of free / fast shipping, free returns, or possibility of later payments.
This is what I consider the “main” section. Regardless of the product, this section is always the same.
The part below can change more depending on the type of product. There are, however, three essential sections here: detailed info, FAQ, and the reviews.
The detailed info part lists everything people might wonder about the product. These can be as long as needed, as long as they’re organized logically. I tend to use bullet points here too, with elaborations below.
FAQ is essentially the same as detailed info, but for ordering. Whatever people might wonder about the process of buying from you, should be covered here. Delivery time, where you ship from, info about returns, payment methods, etc.
Then lastly the reviews. Nothing special here.
This is it for many products. Adding anything more might just be a distraction.
However, some products benefit from a dedicated how to use section, a short story how the product changed someone’s life for better, or testimonials from industry experts. This is very much product dependent and requires testing. They can go above or below detailed info & FAQ, depending on the impact they have.
As said, I’ve seen good results with restructuring confusing product pages to look like this. I just hope I was able to paint a clear enough picture with this description!