When you compare how product pages are taking shape in different companies, it becomes clear that they cover the whole gamut. Some take the direct approach, showing a picture of a product and explaining why someone should buy it. Other companies create complex pages with moving parts and fancy, interactive elements.
However, other companies create engaging product pages that give users an authentic experience as they browse through what the company has to offer.
Believe it or not, the most intriguing product pages don’t always have corporate-level programming behind them. To give you an idea of what is possible – from small businesses to big names – we’ve picked 20 examples that we really find admirable.
The following pages have mastered their messages, value propositions and general product descriptions in such a way that these websites with their unique buyer personality resonate.
(And after looking at these pages, you may want to buy their products too.)
What is a product page?
A product page is a page on a company website that shows the inventory of products that a customer can purchase. It’s a page that helps customers decide what to buy based on various specs like price, features, reviews, and product comparisons.
20 of the best product landing page designs
Bellroy sells wallets that are thinner than usual. It has its value – but what is it and how do you get the consumer to understand it?
To answer these questions, Bellroy divided their product page into three phases of the buyer’s journey – understanding the problem, fixing the problem, and how Bellroy can solve the problem.
There’s even an interactive section that shows how the Skinny Wallet fills up compared to standard wallets. When users move a slider back and forth along a line, both wallets fill up with cards and cash, visually indicating exactly the problem that Bellroy’s thin wallet solves.
Wistia is a video hosting and analytics company that provides users with detailed video performance metrics. It might sound like a snooze festival, but let’s dive into what really sets this product page apart.
First, we’re presented with five colorful graphics that illustrate the tools’ value propositions. And if that’s all the user really needs to see, these graphs are followed by two calls-to-action.
However, if you scroll down, you will see a video detailing what Wistia does for that video – calls-to-action, email collectors, video heatmaps, and display trends.
One of the best ways to explain what a visual platform does is to demonstrate it on a product page. This shows the users all functions of Wistia and their daily work.
Square is a mobile transaction company that merchants use to collect payments from customers anywhere, anytime, as long as they have a compatible phone or tablet.
The challenge for product marketing here is to show why Square is an easier alternative than a typical cash register – and the product page shows those reasons in a visually fascinating way.
The rest of the page consists of clearly organized headings – which read like answers to frequently asked questions – lots of white space, concise text, and matching images. Anyone looking at each section can understand exactly how Square works at each stage of a transaction.
4. Rent the runway
Some companies – especially those in e-commerce – have up to thousands of product pages. Rent the Runway, an online clothing rental company, is one of them.
Rent the Runway has an individual product page for every dress worn with all the information a customer could want – pictures, measurements, fabric, price and reviews. So what makes them different? The extraordinary detail of the “Stylist Notes” and “Size & Fit” sections.
These details are clearly and carefully curated by stylists and reviewers. They not only explain what a dress is made of and what it looks like, but also how it fits every part of the body, which underwear should be worn with it and which body types it is best suited for. Such information not only pleases customers and increases their trust, but also ensures a more secure purchase decision.
Also note that there is a lot of white space surrounding the product images and description. According to research by ConversionXL, this white space creates higher perceived value – in this case the price – of the product in the user’s mind.
5. Daily harvest
Daily Harvest develops superfoods in the form of smoothies, soups, and more, and delivers them to your doorstep. What makes the product pages of these foods so special? They show you exactly what makes these foods great, in a format that is both clear and digestible – no pun intended.
Check out one of Daily Harvest’s smoothie product pages below. Not only can you see what the smoothie looks like, but if you hover over the left preview icon below the main picture, you will be shown the foods this drink was made from. Scroll down and you will see each ingredient and a simple description for each one.
If you’ve seen marketing from Oreo, you shouldn’t be surprised to find it on this list. But sometimes it can be more difficult to create a product page when you are well known. How did Oreo do that?
The focus of Oreo’s product page is on how these simple, classic cookies can help people unleash their imaginations, wonder, and generally become happier. It contains a series of videos, one at a time. One is accompanied by the text “It’s so easy to let your fantasy when you play with Oreo”, which pays tribute to the age-old discussion about the “best” way to eat it. The site takes a creative, bold approach to marketing with what might otherwise be described as an ordinary snack.
Oreo used a unique design for this page too. Although the cookies themselves are monochrome, the site is wonderfully colorful, from the videos to the backgrounds to the graphics.
7. Fitbit Fee
When I took on this blog post, I asked a few people for their preferred product page suggestions. I was amazed at how many people immediately recommended Fitbit – and after visiting the website I can see why.
The page below helped unveil the original Fitbit Charge – which has now been superseded by the Fitbit 3 – and starts with a value proposition, not a list of features. It is a heroic image of people hiking a mountain that we can imagine wearing Fitbits with the inscription “Energize your day”.
As you scroll down the page, you will walk through four short steps that explain how the product works. Plus, many of them are interactive – the “Everything You Need, All in One Place” section allows users to hover over various features to see how they appear on the Fitbit mobile app.
But the page also explains why these features are valuable. For example, everything you do is tracked from walking, running, and sleeping. Why does that matter? Well, you can have your current records on hand and try to beat them.
Since users may not remember all of the details when they leave the page, Fitbit focused on how these features will actually change the lives of visitors. Well played.
Volkswagen takes an interactive approach to product marketing. Instead of listing all of the features that you can have in a car, the company walks you through the process of actually building your car. As you go through this process, Volkswagen highlights the various features that you can choose from, then gives you a preview of what the car will look like and how that will affect the price.
While I’m not currently in the market for a new car, I personally had fun tinkering with the various customization features on the site. What color do I want? Do I want premium audio? (Yes.) It’s an exciting way for the brand to get rid of the infamous connotations of “auto salespeople” by allowing users to learn about features and choose them independently.
There’s also a nifty matchmaking feature that lets you see which dealerships nearby have the car in their inventory with all your preferences.
9. Seattle Cider
Seattle Cider folks claim their cider is “not your standard cider.” Well, neither is the product page. It reads like a story starting with attractive, high-resolution images of the cider selection that happen to have really cool label designs. As you move the mouse pointer, an explanation of what makes Seattle Cider products different and what makes each variation special will appear.
But my favorite part is what’s next: a cool, interactive display of how cider is made from start to finish that plays for users to scroll through. It’s a surprising and enjoyable user experience that goes beyond the typical product page as it doesn’t just display the products. It shows where they come from and how.
10. OfficeSpace software
OfficeSpace sells facility management software that helps people manage office space. Like the name, the product page is very clear and straightforward.
Each section of this product page is dedicated to a different function of the software. The heading explains the feature and the sub-heading explains why this feature is important when evaluating different software.
This makes it easy for prospects to digest what the product is on offer, but also to read more details about its value proposition – if they so wish. And if someone wants to find out more about a certain function, there are clear calls to action.
11. Orange juice
This carbonated citrus drink has been around since 1935 and there are exactly four products – original, red-orange, light and tropical. How does Orangina keep its product page current and special?
For one, it’s fun to explore. If you move the mouse over one of the blocks, the picture or symbol is animated – the bottles dance around, the orange slices cut in half and the thermometer falls. The animated images and bold colors fit perfectly with Orangina’s brand personality.
You may also find that some of the blocks are actual products while others are just tips and details about the products. If you don’t have a lot of products to sell, be sure to enforce them with tips and information about the products that you sell.
12. Mango languages
Mango Languages creates “lovable” language learning experiences for libraries, schools, businesses, government agencies and individuals. His home page has illustrated calls-to-action for each of these buyer personalities – from public libraries to government agencies to those who home-school their children. Each of these calls-to-action leads to a different product page that is colorful, clearly written, and very comprehensive.
Check out the homeschool teacher example below. Like every other part of the website, it exudes the friendly, approachable, and helpful brand personality of Mango. The video couldn’t be more delightful. I mean, cylinder mango playing a guitar? Yes, please.
As you scroll, you’ll be greeted with clear value propositions that use playful, brand-loyal language. Everything on the page says “easy to use”, “fun” and “effective”.
13. Helix mattresses
It’s one thing to sell a mattress – it’s another to sell a good night’s sleep. Focusing on the latter with laser, Helix Mattresses has designed a product page that organizes each mattress according to its plush and support level.
By viewing Helix’s line of products in diagram form, website visitors don’t have to examine each mattress individually to find the properties they want. Just find the row and column that matches your bedding needs and click through the product page of your chosen mattress to find out more.
Another reason the Helix mattress product page is so effective is because of the description of the products. It can be difficult to know what “plush,” “firm,” or “supportive” really means in a mattress – they all seem so subjective. For this reason, Helix attaches great importance to brevity in its product descriptions and uses atmospheric explanations for every category a mattress could belong to.
“Plush feeling: soft top of your mattress that lets you sink in like a cloud.”
“Balanced support: not too much, not too little. Best for side sleepers with thin to average build.”
“Firm feeling: Firm top of your mattress without sagging or sagging.”
Minwax makes products that help people maintain wooden furniture and surfaces. Rivets, right? But the brand has managed to create a product page that is not only relevant, but helps users find what they are looking for quickly and easily.
That’s partly thanks to the Minwax Product Finder module. It works like a quiz and asks a series of multiple choice questions like “What kind of project is this?” and “What do you want to do?”
Once you’ve answered the questions, the quiz generates recommended products that include a handy “don’t forget” list of the tools you need to get the job done – things like safety glasses, gloves, and sandpaper. Helpful tips like these go beyond a normal ecommerce product page.
15. Ministry of Supply
The Department of Supply specializes in comfortable formal wear, and its product landing pages show you how comfortable each of their garments is.
Check out the Juno blouse product page below. Under the photo gallery of a woman modeling the product, the Ministry of Supply gives visitors “evidence” revealing the thread count, materials and other important characteristics of the blouse that make the product unique.
The best feature of the product page might actually be the animated graphics that use simple loop videos that demonstrate the resilience and flexibility of the clothing.
Liulishuo is a China-based startup developing English language learning tools for personal development and test preparation. The product page of the company’s mobile app offers a clean, but media-rich overview of its curriculum.
As you can see below, a crisp motion clip of the video-based coursework in action plays on a smartphone at the bottom of the page. It’s essentially an app demo before users even download the app.
At the top of the page, Liulishuo uses QR codes by allowing users to download the app by simply scanning the code on their mobile device. Presenting a software product in this way is a smart attempt to increase customer acquisition simply by making the product more readily available.
17. Metavrse engine
Metavrse, a virtual reality (VR) consulting and product developer, has pretty much the most immersive product page we’ve seen. In addition to selling VR insights, the company also sells VR and 3D tools to help modern businesses better excite customers with its goods and services.
I don’t know about you, but I can’t help but be intrigued by this landing page.
Metavrse’s VR product page actually allows users to scan QR codes on mobile devices for a virtual experience depending on the product. So if you wanted to hold the solar system in your hands and create or reposition planets – you could do it in seconds.
This company’s capabilities are displayed in an organized and immersive way, which makes their landing page nothing short of outstanding.
Nfant®, ein Säuglingspflegeprodukt, nimmt den Übergang vom Stillen zur oralen Ernährung ernst – wie auf der Produktseite des Unternehmens für die Nfant® Brustwarze deutlich wird.
Was dieses kleine Unternehmen von anderen Pflege- und Erziehungsdiensten unterscheidet, ist die Verwendung von Daten, um Kunden zu gewinnen.
Auf der Produktseite unten werden verschiedene Arten von Saugern in Flaschenform angeboten, und jeder bietet eine andere Durchflussmenge, wenn das Baby trinkt. So kompliziert die Bedingungen jedes Produkts auch sind, die Produktseite liefert die Informationen elegant mit Farbabstimmung, einer Videodemonstration und sogar einer Grafik, die den Durchflussbereich jedes Produkts vergleicht, auf den stillende Mütter zurückgreifen können.
Stillende Mütter bilden sich ständig über die Ressourcen aus, die sie haben, um ihre Kinder gesund zu halten. Vor diesem Hintergrund kennt die detaillierte, aber leicht verständliche Produktseite von Nfant seine Käuferpersönlichkeit gut.
19. Thinx Leggings
Thinx is a clothing and undergarments brand that makes absorbent, zero-waste products for people with periods. It’s well known for its long-lasting line of menstrual products that are more cost-efficient and less polluting than the alternative of pads and tampons.
In the Thinx product page, you’ll find a wide range of body shapes and sizes displaying the inventory. This makes it easier for customers to determine what would look best on different individuals. Additionally, it lets the audience know which garment is best for them according to flow and activity level clearly.
What really makes its product page pop is the interactive, 360-view feature on all of its products. You can spin models of different dimensions to see exactly what the customer should expect — a feature that makes the online shopping experience more reliable than competitors.
20. Jackbox Games
Jackbox is a party-game-making studio, enabling groups to play games under one roof or from anywhere in the world via the internet. This studio has brought many people together and has grown over the past couple of years, and its product page is aiding in its success.
From a visual standpoint, everything about the Jackbox product landing page is vibrant in color and interesting. The floating characters lead you to learn more about each game pack, all the fun features each one has, and specifies which gaming platforms you can access them through.
The Jackbox Party Pack stands out from other game product pages from its fun and whimsical appearance, giving customers a gleeful introduction to the fun its games have to offer.
Did you draw any ideas from these product pages? We hope you did, but before you start to work on your own, let’s go through some best practices.
Product Page Best Practices
So, what have these brands taught us about product pages? It boils down to a few must-haves:
1. Make it interesting and fun, especially if you have a less-than-riveting product.
No matter the type of product, your website should position itself in a way that is engaging, interesting to view and learn about. Your UX/UI designer or developer should make the product page interactive or, at minimum, visually appealing.
This practice can be as small as changing the colors of the page, or as large as reformatting each section and implementing more widgets to provide a better customer experience.
2. Help visitors to find what they’re looking for.
Make sure the page isn’t cluttered and makes the product specs as clear as possible to ensure customers can see its value. Customers will turn to your competitors if they can’t find the information they’re looking for in a timely, and organized manner.
To aid in this practice, you could benefit from providing current customers a usability questionnaire to collect their opinion directly.
3. Personalize the user experience.
Allow users to “build their own” product, to show them that you can meet their preferences. You can even go as far as to compare product capabilities against one another or other products in the market if you know they provide more value to your audience. This all boils down to understanding product marketing and how you can better serve your specific market.
4. Product descriptions should be informative.
Without bogging it down in detail, be sure to include the right pieces of information that will show users what sets your products apart.
Chances are your customer has already navigated to your page with a general idea of what your product can do for them, now it’s your job to dive deep into what your product’s purpose and value are — you should also back it up with evidence like other customer reviews, too.
5. Make images clear and quality.
This should be a no-brainer, but you’d be surprised how much a blurry or outdated graphic can deter a customer. But no worries, this is one of the easiest problems to fix, and can make your product page look more professional in a matter of minutes.
6. Use live chat.
You want your product page to help customers find what they’re looking for, and adding a live chat feature will give them a helping hand as they explore it.
Live chat enables sales reps to address customer questions in minutes. Adding this feature can increase the efficiency of communication on your website, and help you improve it, too.
7. List not only the features, but benefits as well.
In product descriptions, it’s general knowledge to be thorough in detail, but take the extra step and describe how those features can benefit the customer, too.
For example, you could be selling a tech gadget with amazing specs in the description — but not all customers will see the point of all those features. Make sure to discuss the value of those features for better understanding.
8. Include customer reviews.
72% of customers won’t take any buying actions until they’ve read reviews.
When online shopping, customer reviews are extremely important for prospects. If they can read an honest review of a product, they will trust the quality of the brand more.
9. Compare prices.
If you are running special deals or discounts for your products, let customers know on the webpage. List the original price near the current offer and customers will feel more of a sense of urgency and be more willing to purchase quicker for a deal.
10. Make it convincing.
In all, you should know your product like the back of your hand. Make your product page just as convincing as you believe it can be — a solution to solve your customer’s pain points.
Design Your Product Page to Impress
The way you display your product can be the decision point for a potential customer. Because of that, you must make your products shine and convey its value properly.
Now that you’ve seen our list of effective product landing pages, we hope you have some new inspiration and will apply it to your website.
Editor’s note: This post was originally published in October 2018 and has been updated for comprehensiveness.