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Arguably the most important pages in your e-commerce store are the product detail pages. You know, the ones with your fancy photos, nice big “Add to Cart” button, description and price? When we created our shopping cart software BigCommerce, we spent a huge amount of time making sure the product pages were perfect.
But what makes a good (high converting) product page? There are certain elements that have been proven to increase conversion rates, such as having a bright, bold “Add to Cart” button shown above the fold (in the first 600 vertical pixels of the page), crisp and detailed product photos and of course good prices.
In this post I want to share product pages from sixteen of the top retailers in America and Australia. You will of course notice a lot of similarities on their product pages, but I’m sure you’ll also notice a lot of small differences. For example, the position and size of the “Add to Cart” button varies quite a lot between retailers.
Numerous studies have been done that show the “Add to Cart” button produces the best conversion rate when it’s shown above the fold in a bright color and toward the right side of the page, so why do some of the biggest retailers in the world show it in other places, potentially costing them millions of dollars in sales every week? Who knows.
Take a look at each of the sixteen product pages below and then leave me a comment to let me know which you prefer in terms of layout and why.
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