As an ecommerce shop owner, driving traffic to your site is crucial. But getting visitors to your product pages is just half the battle. To truly succeed, you need to convert those visitors into paying customers. That's where product page customization comes into play.
Customizing your product pages via a landing page builder is one of the most effective ways to boost your conversion and clickthrough rates.
According to Shopify, the average ecommerce conversion rate is around 2.5% to 3%, but that doesn’t mean you can’t aim higher. Rather, having 2.5% is merely a good place to start—it’s important to keep optimizing your site with conversion rate tactics to boost that number.
Top DTC brands like Supergoop, Allbirds, and Glossier leverage product page customization to skyrocket their online sales.
By showcasing their products' unique value propositions, telling compelling brand stories, and creating an intuitive shopping experience tailored to their target customer, they turn casual browsers into loyal, repeat customers.
Last but not least, leading DTC brands are adept at maintaining consistency across all their brand touchpoints. They customize their product pages to match their advertising content, ensuring that whatever brand narrative or product they are trying to sell stays consistent from first click to purchase.
Together, these elements create the best ecommerce landing page experience for your site visitors. Replo enables you to do all of these things for your ecommerce store, and much more—from building your custom landing pages integrated with Shopify, to providing hundreds of page templates inspired by top brands, to running on-site analytics, to A/B testing, to AI content generation, we are your one-stop-shop for all things conversion funnel.
Want a shortcut? Check out our complete ecommerce ad to landing page funnel guide to get inspired by 500+ analyses, templates, and examples from leading DTC brands.
To help you achieve results on par with the top tier players in ecommerce, here are the 10 elements you should focus on to customize your product pages for maximum conversions:
1. High-Quality Product Images and Videos
Investing in professional photos and videos is non-negotiable. Since online shoppers can't touch or try on your products, they rely on visual content to make purchase decisions. As a result, you need to make sure you can present your products in the best way possible.
- Show your products from multiple angles with zoom-able, high-res images.
- Include product demos and videos to showcase items in action.
2. Compelling Product Descriptions
Generic manufacturer descriptions won't cut it. Your product descriptions need to sell the product and its value-add. Make sure to include:
- Benefits and the problems your products solve, not just features.
- Detailed use cases that can paint a picture of how the item will add value to their lives.
- Incorporate keywords naturally for SEO purposes. This helps audiences find your content more easily through organic search engines.
3. Clear Call-to-Action (CTA)
Don't make shoppers hunt for the "Add to Cart" button. Your CTA should be clear and prominent.
- Use a contrasting color and place it above the fold.
- Try action-oriented text like "Buy Now" or "Add to Bag."
- Create urgency with copy like "While Supplies Last" or “Limited Availability.”
4. Customer Ratings and Reviews
For many online shoppers, customer reviews and ratings are key to establishing trust in the brand.
According to PowerReviews, 74% of consumers say that ratings and reviews are a key way they learn about products they’ve never purchased before. In addition, 93% of them say that the content impacts whether they purchase a product.
As a result, online stores should always showcase social proof to build credibility. Don’t just tell them your product is outstanding, show that it’s outstanding through third-party reviews.
- Display star ratings and customer testimonials on product pages.
- Include both positive and negative reviews to maintain authenticity.
- Include official responses to commonly asked questions to pre-answer any customer inquiries.
- Let potential customers ask and answer questions.
5. Detailed Product Specs and Sizing Info
One of the top reasons for returns is ordering the wrong size or fit. Not only is it a frustrating and somewhat cumbersome experience for potential customers, it’s also an added cost for the store owner’s side.
Make sure you set expectations upfront and are as clear about product specifications as possible.
- Provide comprehensive size and spec charts.
- List materials, care instructions, dimensions, etc.
- Show your products in diverse use cases and situations.
- Include SEO related keywords relevant to your to improve the chance that your product page will show up on search results.
6. Personalization and Product Recommendations
A great way to increase average order value is by suggesting complementary products. But, make sure to keep the listed items relevant to the target audience. Feel free to A/B test different combinations of recommended related products to see which yields the greatest overall AOV.
- Display items frequently bought together.
- Recommend products based on individual shopper’s browsing or purchase history.
- Use labels like "Complete the Look" or "You May Also Like."
- For examples, check out Amazon and Sephora’s product pages. They do a great job of promoting related products of similar categories or interests.
7. Prominent Trust Badges
Make it crystal clear that shopping with you is safe and secure. Trust badges ease shoppers’ anxiety and boost their confidence in your brand and product.
- Display badges like Norton Secured or Google Trusted Store.
- Place them near the CTA button and in the footer.
- Experiment with various trust badges to see what resonates with your audience.
8. Shipping and Return Policies
According to OptiMonk, unexpected costs are the #1 reason for cart abandonment, and oftentimes, these costs are associated with shipping fees, but can also be related to business fees or taxes.
The added layer of hidden costs that are not apparent until right before purchase can disincentivize online shoppers from hitting “buy.” Tips to overcome this include:
- Being upfront about shipping costs and returns on the product detail page.
- Offer free shipping (at least for orders above a certain threshold) or include the shipping costs directly into your product pricing.
- Highlight your shipping policy on product pages.
- Provide hassle-free returns and exchanges.
9. Product Customization Options
Offer custom options for shoppers to tailor products to their unique preferences. This establishes a greater emotional connection between the shopper and your product, as it makes the product feel on-of-a-kind and unique to them alone.
- Offer ways to personalize products with initials, text, images, etc.
- Provide interactive product configurators to visualize custom designs.
10. Mobile Responsiveness
A 2024 study by Shopify notes that by 2025, retail ecommerce sales should hit $728.28 billion, and account for 44.2% of retail ecommerce sales in the US. And of the 292 million people owning mobile devices by 2024, 187.5 million of them will shop via their smartphones.
As a result, a mobile-friendly experience has become table stakes. Any degree of inconvenience for shoppers on mobile can greatly decrease their motivation to buy, so it’s important to prioritize the ease and simplicity of your ecommerce store’s user experience.
- Ensure your product pages load quickly and are user-friendly on mobile.
- Optimize your buy box for mobile with a sticky add-to-cart button.
- Simplify your mobile checkout flow by making the steps to purchase as minimal as possible.
Implement these 10 research-backed tactics to customize your online store, and you'll be well on your way to creating high-converting product pages that allow shoppers to confidently hit "Buy Now."
Custom Ecommerce Product Page Examples and Templates
While every brand is unique, looking to DTC leaders for inspiration is a great starting point. Companies like Glossier, Outdoor Voices, and Muji take great care in structuring their product pages to grow their brand, so it’s vital that you test and optimize product pages based on your own audience insights.
Not only that, product pages are the linchpins of your entire advertisement to purchase funnel. This means you have to prioritize creating a consistent and cohesive experience across all touchpoints in any marketing campaign—from first click on ad, to the final buy button on your product page.
We’ve got just the collection of leading brand examples for you to get started.
We looked at hundreds of advertisement to product page funnels, compiling them into a complete guide of templates and techniques. This includes homepage and landing page optimizations, comprehensive product page and ad analyses, and a checklist of high-converting elements per brand.
With these insights, you can go back to your landing page builder with fresh eyes. Let’s take a look at one of our favorite brand funnels as an example.
Poppi
Poppi is a prebiotic soda that’s delicious and eliminates the excessive sugar in regular sodas. Here are the takeaways that we got from analyzing Poppi’s ad to product page funnel.
Each numbered bullet listed under the image corresponds to the respective numbered sticker on the image, so you can get a point by point breakdown of what we loved about each ad or page.
The Ad:
1. Playful Tagline: "Sip on the wild side" uses playful and adventurous language that appeals to consumers looking for fun and unique products, making the ad memorable.
2. Bold Color Contrast: The vibrant blue background contrasts with the bright red and black berries, making the product stand out and drawing attention to the can.
3. Health Appeal: The "5g Sugar" callout directly on the can addresses health-conscious consumers, emphasizing the low sugar content as a key selling point.
4. Fresh Ingredients Imagery: The use of fresh berries around the can visually reinforces the "Wild Berry" flavor, appealing to consumers who value natural ingredients.
The Landing Page Checklist:
1. Vibrant and Consistent Color Scheme: The consistent use of bright blue and purple colors creates a cohesive and eye-catching design, making the product stand out.
2. Prominent Branding: The "poppi" logo is clearly visible at the top, reinforcing brand recognition and making the brand memorable.
3. Flavor Visuals: The images of fruits directly below the product image visually communicate the flavor variety, appealing to consumers' tastes and preferences.
4. Direct Call to Action: The "add to cart — $35.88" button is prominent and easy to find, encouraging immediate purchase decisions.
5. Bold Nutritional Highlights: "5g of Sugar or Less", "30 Calories or Less" uses prominent icons and bold text to highlight key health benefits, attracting health-conscious consumers.
6. Ingredient Transparency: "Infused with Apple Cider Vinegar" and "No Fake Stuff" clearly lists ingredients and promises, appealing to those looking for natural, authentic products.
The Homepage:
1. Bold, Vibrant Colors: The use of bright, eye-catching colors like pink, yellow, and orange grabs attention and conveys energy and excitement.
2. Engaging Header Banner: "Things are about to get Juicy" creates anticipation and excitement about the product.
3. Playful Visuals: The image of the product with ice cream and oranges appeals to the senses and enhances the fun, playful brand image.
4. Social Media Engagement: "We <3 our TikTok Community" directly engages with the TikTok audience, building a sense of community.
5. Vibrant, Fun Colors: Bright colors like orange, pink, and green create an energetic and lively vibe, capturing attention.
6. Bold Promotional Hashtag: "#sodasback" immediately communicates the product’s return and creates buzz on social media.
The Product Page:
1. Unique Flavor Highlight: "The iconic flavor the doctor's famous for, without all the typical soda BS." stands out by emphasizing a familiar flavor with a twist, appealing to consumers looking for a healthier soda alternative.
2. Vivid Color Scheme: The use of bright pink and purple colors creates a fun, eye-catching design that stands out and matches the playful brand identity of Poppi, drawing attention and creating a memorable visual impact.
3. Discount Offer: "Get 15% Off" button in a contrasting color (yellow) attracts attention and creates urgency, encouraging users to make a purchase to take advantage of the discount.
4. Product Variety Icons: Colorful icons representing different flavors provide a visual variety and make it easy for customers to see their options at a glance, enhancing user experience and encouraging exploration.
5. Playful Header: "Keeping it real" is a playful, relatable phrase that aligns with Poppi's brand voice, making the brand approachable and trustworthy.
6. Prominent Calories and Ingredients: "Calories: 25" and the detailed nutritional facts are prominently displayed, providing transparency and building trust with health-conscious consumers.
If you found this insightful, don’t forget to check out the complete ecommerce ads and landing page guide for all our other brand analyses!
Frequently Asked Questions about Building Custom Product Pages For Your Shopify Store
While there are many options for ecommerce platforms out there, Shopify consistently remains one of the biggest players. With a landing page builder and powerful ecommerce functions built to scale, it’s no wonder that Shopify sits as one of the go-to options in the market.
We went ahead and created a list of responses for the most frequently asked questions about how you can customize your Shopify product page, so you don’t have to go crawling through the web for answers.
What are Shopify Collections?
Shopify collections are product categories designed to make product suggestions more relevant and easier to find. For your site visitor, each collection shows up as a category landing page.
Shopify uses these collections to better organize product catalogs—they not only make it easier for you to keep track of your inventory, they also make it easy for customers to locate the exact items that best fit their needs.
What are Shopify Sections?
When it comes to site customization, sections are essential. They are modular, customizable components that make up the content of your online store's pages. With them, you can easily add, remove, and rearrange various elements like text, images, videos, products, and more—all without touching any code.
Sections give you complete control over the look and layout of your homepage, product pages, collection pages, and other areas of your ecommerce store. This means you can optimize your pages for different devices and screen sizes, and test and experiment with different layouts to see what resonates with your audience.
Landing Page vs Homepage in Shopify
A landing page is a standalone web page designed for a specific marketing or advertising campaign. Its goal is to prompt a targeted action from visitors, such as making a purchase or signing up for a newsletter. A product page or product detail page is a type of landing page, as it has a single core goal—to encourage a purchase—and usually exists separate from other pages.
On the other hand, a homepage is a website's main or introductory page that provides an overview of the site's content and directs users to various sections. It’s the starting point for navigation, and you can set any page as your homepage in Shopify.
Shopify admin comes with a theme editor and page builder, where users can select their theme and create their entire ecommerce store, including the home page, landing page, navigation menu, header and footer, and product pages.
Product Page Customization on Replo To Boost Ecommerce Store Conversions
Despite their powerful ecommerce functions, Shopify’s customization options for page designs are limited, with their Shopify themes dictating the majority of design elements available.
This might be sufficient for a smaller mom-and-pop shop business, but ecommerce stores looking to scale and differentiate themselves from the larger market require a different set of tools to build a stand-out brand presence.
Replo fills in this gap by providing the drag and drop no-code custom design experience that gives ecommerce store owners all the flexibility and features they need to scale as a business. Even better? We directly integrate with your Shopify store, so all product information is dynamically included into your storefront.
To start building fast, try our hundreds of landing page templates inspired by top brands and high converting pages. Browse through them to get started and save time by adapting a template (or however many as you like) for your own site.
Best of all, Replo comes with a community of Experts and Builders for hire and 24/7 support to help you make the most out of Replo. For more informational resources on all topics related to marketing and ecommerce—from comparison shopping engines to dropshipping to A/B testing—check out our blog!
Visit us to get started, or reach out to schedule a demo with us. Join our Slack community and follow us on X to stay updated.