Best Ecommerce Product Page Design Tips in Fashion Industry

The fashion and apparel industry dictates its rules and product page design features. Fashion items require more visual and descriptive detail than other products, as customers need to visualize how an item will look, understand the fit and fabric, and feel confident in their purchase without trying it on.

Here are the apparel ecommerce best practices for product pages to focus on for attracting and retaining customers and standing out among other e-stores. Knowing what makes a good product page, you’ll increase conversions when people are more likely to add the product to their cart. Whether you are a seasoned ecommerce professional or just starting, these tips will help you test yourself and inspire you to implement new features.

Table of Contents:

Comprehensive Size and Fit Information
Visual components
Upsell and Cross-sell Products
Feedback Section
Add Colour and Pattern Filters
Cost and Delivery

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Product Page Design Best Practices: Comprehensive Description and Size Information

Let’s say a customer ordered 10 products from you. However, half of these products did not fit in size or did not look as expected. Therefore, they had to be returned. This can complicate your customer’s purchasing process and reduce the quantity of goods purchased. Here’s what it can lead to:

• Customer Dissatisfaction
• Lower Conversion Rates
• Reduced Average Bill
• Negative Reviews and Feedback
• Loss of Competitive Edge

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To avoid such consequences, we suggest you pay attention to the following points:

Product Descriptions. For a customer to be satisfied and purchase all the goods ordered from you, you need to think through the description of the product cards. The least you can do is craft detailed and seasonally relevant product descriptions, crucial in fashion product page design. Add the model size and parameters for which the product is presented. Remember to indicate the length of the shirt sleeve or trouser leg.

You can also indicate the composition of the fabric and the weather conditions in which a particular product is suitable. Following this ecommerce product page, best practices ensure customers have all the information they need to make confident and informed purchasing decisions.

Comprehensive Size and Fit Information. Detailed size and fit information are crucial for reducing returns. Provide accurate size guides with measurements depending on the region. Also, remember to describe the item’s fit, highlighting features like stretch fabrics or adjustable elements to boost customer confidence in their purchase. You can also show in photos how the product fits on different body types. This way, buyers will have a rough idea of ​​how the item will look on them.

Find Your Size. Add this feature to your product page to avoid returns and exchanges and boost customer engagement. We have implemented such a feature for one of our clients.

It is a quiz for users. They can enter parameters, body type, and how they want clothes to fit. When the system gets the answers, it chooses the right size for the user and saves the parameters, ensuring a personalized shopping experience. This feature aligns with ecommerce UX product page best practices, providing personalized and efficient shopping solutions that reduce friction and improve customer satisfaction, making customers feel valued.

Moving to Visual Components

Bad-quality photos can create a weak first impression, causing potential buyers to overlook or distrust the product. Lack of clarity and detail in images can result in customer uncertainty, increasing the likelihood of misunderstandings about the product’s features and quality. This can lead to higher return rates and negative reviews, damaging the seller’s reputation. Additionally, poor photos fail to capture attention in a competitive market, reducing visibility and sales. Here is what you can add based on apparel ecommerce best practices.

High-Quality Photos, Videos, and 360 Degrees Preview of the Model. High-quality photos and immersive previews are vital for effective product pages. They help customers understand the look, feel, and quality before purchasing. Ensure top-notch product images from various angles, including close-ups of fabric and details. Allow customers to examine the product comprehensively with the help of visual components.

Showcase material with brief videos illustrating its movement and texture for a better real-life impression. These elements are essential product page design best practices, boosting the visual appeal and functionality of the product page, thereby increasing customer confidence and likelihood of purchase.

Try Before You Buy. You can move further here and add a “Try Before You Buy” feature. It allows customers to order multiple sizes or styles, try them at home, and return what doesn’t fit. This reduces shopping risk, boosts confidence, and increases conversion rates. Simplify the return process with clear instructions and pre-paid labels. Implement a flexible payment system where customers are charged only for what they keep, boosting the feature’s appeal.

3D visualization on a virtual avatar. You can integrate a service that enables users to create a virtual avatar with their body measurements and type. This feature allows customers to try on clothes on the avatar and see how the product will look on their body shape in 3D, making it easier to make informed purchase decisions.

Upsell and Cross-sell Products in Apparel Ecommerce Best Practices

Customers are more likely to buy additional items when related products are well-chosen, increasing the average order value and overall revenue. This practice also builds customer trust, as relevant and personalized recommendations show that the store understands their preferences. On the other hand, poorly implemented suggestions can frustrate customers and decrease their confidence in the store. Ecommerce product page best practices emphasize the importance of carefully selecting and displaying related products to enhance the shopping experience.

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Related Products. These items are not just about additional sales. They can also inspire customers by showcasing complete outfits and suggesting styling ideas. Personalized recommendations based on browsing history and past purchases make these suggestions more relevant and appealing. However, the real game-changer is leveraging this section for cross-selling opportunities. This approach introduces customers to new or trending items, expanding their interest and significantly boosting overall sales.

Shop the Look. If you want to leave all competitors behind, use a “Shop the Look” feature. Integrating it into an ecommerce fashion store boosts user experience by offering curated outfit suggestions and inspiring customers to complete their ensemble with complementary items. Designing this feature with attention to layout, visual appeal, and functionality can boost engagement and sales. Craft the section to captivate users with a straightforward design, integrate clickable hotspots for exploring individual items, and implement intuitive navigation tools like filters for efficient product discovery.

One of the Best Ecommerce Product Page Design Hacks: Feedback Section

Feedback on apparel product pages is always essential. It influences purchasing decisions and fosters trust. It also helps to provide social proof for potential customers, demonstrating that real people have used and benefited from the product. A customer feedback section in a product listing can lead to a lack of trust, decreased sales, and missed opportunities for improvement based on user feedback.

Customer Reviews. It plays a pivotal role in providing authentic feedback on fit, comfort, quality, and durability, thereby aiding potential customers in making informed choices. These insights, covering various aspects like fit for different body types and material texture, are invaluable for undecided shoppers. Incorporating these elements follows product page UX best practices, designed to enhance sales on apparel ecommerce websites.

Photo Reviews. Reviews with photos are even more helpful for users since potential buyers can see what the product looks like in real life. Such reviews can be pinned, or a separate block with photos from the reviews can be removed so that the user can see them immediately. You can also add filters to reviews to sort them by rating or reviews with photos.

Colour and Pattern Filters

With colour and pattern filters on a product card, we are taking a significant step towards improving customer satisfaction. These filters allow customers to find items that meet their preferences easily.

The lack of such filtering can create a frustrating user experience, as shoppers must manually sift through numerous products to locate the desired colour or pattern. This can result in a less organised and overwhelming presentation of products, making it harder for businesses to showcase their variety effectively.

Implementing colour and pattern filters is not just a feature but a critical component of apparel ecommerce best practices. It has the potential to significantly boost sales and ensure customer satisfaction, making it a necessary addition to our platform.

Colour and Pattern Filters. The product page’s interactive colour and pattern filters enable customers to view and select different item variations conveniently. Visual swatches or thumbnails representing each option aid customers in quickly identifying their preferred choice. When choosing a particular pattern, the product photos should change the pattern, too.

Availability. Additionally, indicating the availability of each colour and pattern option, along with stock levels or notifications of low stock, can create a sense of urgency, prompting quicker decision-making.

The Last but not the Least: Cost and Delivery

One vital purchasing factor in the fashion industry is the product’s price. If the cost or delivery terms are not clearly stated, this can lead to low sales, as the product may not even reach the customer’s cart. Here is what you can improve.

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Pricing and promotions. Presented on product pages, it can significantly impact purchasing decisions. Transparent pricing and enticing promotions can drive sales and improve customer engagement.

Special offers. It plays a crucial role in enhancing customer satisfaction and boosting customer confidence. It’s essential to prominently highlight discounts and sales. Equally important is transparently outlining additional costs like taxes and shipping fees. This level of transparency ensures that customers are fully informed and can make their purchasing decisions confidently.

Delivery. Incorporating estimated delivery time into a fashion ecommerce website’s design is vital for creating the best ecommerce product page design. Progress indicators in the checkout process provide reassurance and reduce anxiety about delays. Featuring delivery estimates prominently on product pages ensures customers are informed while considering purchases. Dynamic updates based on location, shipping method, and order volume offer accurate, real-time estimates connected to each customer.

Summing up

Implementing these product page UX best practices is essential for success in the fashion ecommerce industry. By incorporating comprehensive size and fit information, high-quality visuals, transparent pricing, and interactive features, fashion brands can significantly boost the shopping experience, foster loyalty, and ensure long-term growth and ecommerce success.