Five UX/UI Tips For Engaging Online Product Pages and Boosting Conversions

May 25, 2021 | 3  min
author Laura Reyes

Engaging online product pages have the power to captivate prospective customers, boosting your online conversion rates. However, consolidating your resources into an intuitive, user-friendly format is often easier said than done. But while it may seem daunting, your online product pages are essential to attracting customers and turning them into avid supporters. 

Here are a few tips to include in your online merchandising strategy to boost conversions and enhance your online product pages.

1. Establish a Clear & Consistent Page Layout

Shoppers want to be able to find what they are looking for quickly and easily. Steve Krug, an expert UX/UI designer, summarized it well that your page layout should embody a “don’t make me think” mentality.  To accomplish this, your product pages need to be structured consistently. It is easier for customers to find the information they need with ease because of the uniform layout and information architecture.

page layout - product page

In this example, Weber organizes the page to be very clear and concise, complete with several pictures, clear pricing, a helpful description, and reviews. This leads to a better understanding of the product, increasing the likelihood that they will purchase the product.

2. Use Big, Bold Feature Images 

High-quality images are one of the most important components of your online product pages. And when 75% of online shoppers rely on product photos before making a purchase, there is truth to the saying, “a picture says a thousand words.” Incorporating interactive, high-resolution photos of your product will allow the customer to view it from different angles, enhancing their shopping experience.

bold imagery

To better capture your user’s attention, use a large product image that’s prominently displayed above the fold. In this example, the company uses texture to display the imagery as the center point of the viewer’s sight. This allows the user’s gaze to be drawn straight to the product.

3. Craft Compelling Product Descriptions 

To compliment your quality product images, your product descriptions should be informative, concise, and creative. Your product descriptions should highlight the most important features with an attractive copy that’s short, sweet, and to the point.  While the featured image will grab the customer’s attention, your product description will motivate them to follow through with their purchase.

product descriptions

The best product descriptions address your target audience directly and personally. You ask and answer questions as if you’re having a conversation with them. You choose the words your ideal buyer uses. For example, this product descriptions entice the user to imagine eating the chocolate with the imagery used.

4. Optimize for Mobile 

Recently, online shopping via smartphone and tablet has doubled, while shopping via desktop has decreased by over 10%. As users continue changing their online shopping and purchasing habits, the pressure is on online retailers to adjust their strategies and meet these new needs. Research shows that it takes less than a second for a user to form an opinion about your site. Needless to say, your online product pages must be responsive and dynamic to have a positive impact on both users.


Outdoor voices is a good example of a clear and easily accessible mobile site. The product page outlines the variety of products with imagery, pricing, and titles. This creates easy access for new users

5. Include an Easily Navigable Search Feature 

If your company has a wide variety of products or resources to offer, an efficient search feature will enable your visitors to find what they need with ease. Additionally, this gives your customers a better browsing experience. As well as enhances SKU organization and enables future ERP integration.

search feature

Eye-catching, responsive online product pages are essential to increasing your on-site conversions. Recently, we partnered with Fillauer to consolidate thousands of their online and print product brochures. As a result, we created an equally intuitive and attractive online product library that showcases their innovative products in one, easily searchable location. Read our case study for more info, or visit their site to see for yourself! 

Looking to optimize your online product pages? Contact our team today!

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Updated: May 26, 2021

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