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In the varied world of ecommerce no two product pages are exactly the same, though there are a number of features that many sites have in common.

We previously looked in detail at the kind of tools retailers should consider including to help boost their conversion rates, including product videos, large images and user reviews.

And in this post I’ve tracked down 10 retailers that have excellent product pages for one reason or another. None of them is perfect, however each has several features that make them examples you can learn from.

The criteria

Just to be clear, these are the type of features that I was looking for: 


Customer reviews are a hugely important sales driver and Staples does a great job of presenting them on its product pages.

I’m not sure whether feedback is incentivised, but even something as dull as copy paper somehow has more than 2,000 reviews. 

And Staples doesn’t shy away from negative feedback either – each page compares the most helpful positive and negative reviews.

There is also a massive amount of other useful information on the page, including a detailed product description, a Q&A tool, and the pros and cons of each product.

Office Depot

Office Depot’s product pages aren’t perfect, particularly when it comes to imagery, however it does do a couple of things really well.

The description is excellent and sells the benefits of the product – e.g. “Waterfall seat cushion slopes slightly downward to help reduce stress on your legs” – rather than just listing the details and measurements.

Also, it cross-sells seven different items in its “Best sellers” and “Customers who viewed this item also viewed” recommendation features.

L. L. Bean

Though I’m not a huge fan of the colour scheme, outdoor retailer L. L. Bean does have a number of nice features on its product pages.

The CTAs stand out quite well against the other colours and the product description upsells the benefits rather than sticking to specific details.

The copywriting used for the recommendations – “You might also consider” – fits nicely with the brand and the “Buy together” tool is a good way of up-selling a combination of products.

However the selection of images isn’t great and they don’t all change when you alter the product color, plus the free shipping offer could be made a bit more prominent.

Victoria’s Secret

Victoria’s Secret is a great example of how to design a simple product page with plenty of white space.

It keeps clutter down to an absolute minimum so information is easy to digest, and as everything is white the pink CTAs are impossible to miss.

But one of the neatest features is the product recommendations, as customers can actually view additional images, descriptions, choose the size and color, then conveniently add it to their bag.

This means that in effect each page actually features around three to four items, which is a brilliant way of exposing customers to a wider range of your products.

Saks Fifth Avenue

Saks ticks many of the boxes for best practice, including a clear CTA, reviews, unique description and a range of product images.

It’s also a great example of how to use videos, as many of the products have a play button underneath that shows the model sashaying down a catwalk.

This gives the customer a much better view of the product and is proven to help increase conversions.

Foot Locker

Foot Locker is another example of a retailer being big on white space, resulting in a simple, uncluttered product page.

The bright, red CTA really stands out against the rest of the page and the fitting advice is a great touch.

Foot Locker also does a great job of displaying a number of different product images, which can be blown up to fill your entire screen.

Estee Lauder

The layout of Estee Lauder’s pages is a bit clunky, but its use of product videos is worth flagging up.

For example, on the ‘Blush Brush’ page it gives advice on how to use the product as well as up-selling another item that’s required to get the perfect look.

It’s a clever way of providing useful, additional information to the customer while also making the most of the sales opportunity.


Build.com’s pages pack in a massive amount of information, including reviews, excellent videos, loads of images and extremely detailed product information.

There is also a useful Q&A feature and a tool that allows customers to compare prices with other well-known retailers.

This means they are a bit cluttered, but also means you can find out everything you need in one place.


Net-A-Porter is another clothing retailer with simple product pages that tick a number of boxes for best practice.

The copywriting is excellent and fit perfectly with the brand – descriptions are labelled as “Editor’s notes” and feature colourful language with links to other product suggestions.

There are also a number of images, product recommendations and videos for almost every item.

On the down side the pages don’t have reviews, however they might not fit with the brand’s luxury image. 


It's an obvious one, but it would be churlish not to include Amazon on this list.

Amazon's product pages are huge and require lots of scrolling to take everything in, but most consumers are used to the design and many of the innovations are now commonplace on ecommerce sites.

The most obvious of these innovations is user reviews, but the cross-selling options are also clever and use a tone of voice that never comes across as too salesy. The latest example of which is actually recommending you adverts: “Customers Viewing This Page May Be Interested in These Sponsored Links.”

As with Build.com the pages may be cluttered, but if customers are looking for any information about a product it's almost certain to be on the page somewhere.

David Moth

Published 23 May, 2013 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1686 more posts from this author

Comments (8)

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Henry Coleman, Director, Ecommerce at Hammacher Schlemmer

What about the engaging and informative product description copy? It seems that each new site design release reduces the amount of space and/or the prominence of the product description. Even when above-the-fold space is allocated to the description, it's typically a list of bullet points. Is the "story " behind a product irrelevant for today's ecommerce?

over 3 years ago


Mike Boogaard

Really good list of examples and interesting observations. What I am missing on all these product pages (and on most sites in fact), apart from space for good description copy, is more obvious promotion of product variation. For example, most fashion sites have great imagery of the item, but only a drop-down list of the available colours. Why not introduce a 'also available in these colours' tab. Or even better, include imagery of all available colours. Product variation visibility is often forgotten and immensely powerful in improving conversion.

over 3 years ago



Enhancing product pages will ensure you to have better conversions. This isn't easy. All components of a page - content in the form of text, image, video should be unique and extra ordinary. Like, in above example, the product page containing a shirt is really catch eyes to look at first.

over 3 years ago


Sean Creech, Business Development Manager at TestFreaks

Some interesting examples. Most of these retailers are pro-actively collecting product reviews post purchase, so they generate a good number per product which is crucial. There's nothing worse than product pages with no reviews, or just one or two typical of retailers who aren't being pro-active.

None of the examples looked at the consumer electronics sector, which is a shame as we could have picked some retailers going further still with product reviews. In this industry it's common to include not just customer product reviews but those from expert sources too (aggregated content). Take a look at Kogan as an example in Australia - http://www.kogan.com/au/buy/google-nexus-4-8gb-smart-android-phone/ to see how a mix of both user and expert reviews can lift conversion rate in categories such as cellphones, cameras and so on.

over 3 years ago


shangle doe

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bob on shangle doe's accunt

over 3 years ago

Mike  Darnell

Mike Darnell, Social Marketing at Treepodia Ecommerce Video Solution

Some really nice examples of product pages here, however I'm surprised by the lack of emphasis on video. The Estee Lauder page is a great example of how video should be used on an eCommerce site. A product like make up is something which ( i'm sure ) is tricky to buy online for ladies, so creating a video which explains how to apply a make up product is a winning converting factor.

about 3 years ago


Matt Smith, Photographer at PhotoSpherix

It is always great to hear from others that think that 360 Product Photography is a great addition to a product page. We have found time and again that it helps increase time on page and sales conversions.

about 3 years ago


Reuben Vassallo, Digital Marketing Manager at Age UK Enterprises

I agree with most of the comments above because I think the page needs to appeal to the target audience first and foremost. If the target audience want a 360 degree imagery (for the geeky stuff), then none of these pages will appeal.

IMHO, (again being subjective), the "You might also consider" section should appear at the bottom, or removed completly. Get the customer to focus on the product and focus on conversion rather than distracting with alternatives.

Just a thought :)

almost 3 years ago

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