Customers have come to expect more and more info about a product before making a purchase.

What customers expect from an eCommerce product page greatly depends on the norms set by popular eCommerce sites, which is why each year we analyze leading eCommerce sites across dozens of categories to identify what features and technology they’re using.

In this post, we detail our research about product page design trends, complete with examples from many of the websites we studied.

For product pages on leading eCommerce sites in 2018, here are:

  1. Popular Product Page Features
  2. Up-and-Coming Product Page Features
  3. Features Becoming Less Popular

Note: Want to talk to our CRO team (who performed this study) about how your site compares to the best-in-class? Reach out here or schedule a call above.

Part 1: Popular Features for eCommerce Product Pages

For product pages across the leading eCommerce sites we studied, these five features were extremely common:

Feature #1: Wishlists

In use on 17 of 20 best-in-class websites

Seventeen of the 20 best-in-class sites maintain a wishlist feature on their product pages. We also found many sites have a “save to wishlist” CTA on their gallery pages.

The number of sites with gated wishlists — that required a user to login before saving a product — are decreasing. Based on our testing, ungating favorites or wishlists increases their usage, sales, and registration.

Product page design: Wishlists

On mobile, while wishlists are still popular, we found fewer sites maintaining them than we did last year, which potentially reflects the difficulty of successfully implementing this feature on mobile devices. The majority of mobile sites require a user to register as their first action after selecting an item to save to a wishlist.

Product page design: Wishlists are less popular this year

Feature #2: Customer Reviews

In use on 15 of 20 best-in-class websites

We classified reviews as a “must-have feature” because your customers expect them — they are now the norm.

Importantly, implementing a review feature isn’t enough on its own. Your reviews need to be filled in for them to work. If you don’t have many reviews on a product page, it can result in distrust of your brand.

Product page design: Customer Reviews

Feature #3: Personalized Cross-Selling

In use on 14 of 20 best-in-class websites

It is becoming a convention to use personalized language such as “You Might Also Like,” or “Complete the Look”  to display other products on a product page. This is often done via a recommendation engine rather than curating related products.

Product page design: Personalized Cross-Selling

Feature #4: Sticky Navbars

In use on 13 of 20 best-in-class websites

Another option we see more and more are sticky anchored navbars that allow users to scroll down or click to the appropriate section.

For lengthy product pages, this helps customers find the information they need — without getting lost on the page.

Product page design: Sticky NavBars

Feature #5: Click Through Product Images

In use on 12 of 20 best-in-class websites

Alternative views for product images is in use by the majority of sites we compared. Per the current convention, users must click to get to the next image.

Product page design: Click through product images

However, an up-and-coming feature is to allow users to change the main image displayed by simply mousing over the thumbnail. Although currently only four of the best-in-class sites are using this feature, it has tested well for our clients.

Mousing over a thumbnail changes the image that's displayed

Part 2: Up-and-Coming Features for Product Page Design

We also found several up-and-coming features for product page design.

These aren’t in use on all of the websites we studied, but they are being adopted by more and more companies when compared to our research from last year.

Feature #5: Customer Question and Answer

In use on 6 of 19 best-in-class websites (1 site not applicable)

Customer Q&A is slowly catching on within eCommerce. When done well, this feature can go a long way to building trust through transparency and customer engagement.

One note about Q&A: it’s often not executed well. To do it right, make sure your customer support team is answering customer questions quickly and professionally.

Product page design: Customer Question and Answer

Feature #6: Product Videos

In use on 5 of 19 best-in-class websites (1 site not applicable)

Product videos have taken off over the past year as well — with more sites adding them to their product pages.

Product page design: Product Videos

Part 3: Product Page Features That Are Becoming Less Popular

Finally, here are two product page features — while still in use on many eCommerce sites — we’re seeing used less than they were last year.

Feature #8: People Who Viewed/Bought Also…

In use on 9 of 19 best-in-class websites (1 site not applicable)

“People who bought this item also bought …” is still a must-have feature when accessories are required for an item; however, this is best displayed after a user adds the item to their cart.

Displaying products from the same designer or brand for multi-brand eCommerce sites is also becoming less popular. Based on our testing, we have not found it to drive sales.

Product page design: People who viewed/ bought also

Feature #9: Comparing Products on the Product Page

In use on 1 of 20 best-in-class websites

Best-in-class sites have all but abandoned comparing products on the product page unless it’s very important to differentiate between a few comparable products — as with Webroot’s antivirus offerings.

Product page design: Comparing products on the product page

Note: Want help improving the product pages on your eCommerce site? Contact us to discuss how to optimize your site for conversions.