eCommerce Fashion Product Pages: Best Practices, Examples, & Insights To Use 

You already know that eCommerce is huge today. Fashion eCommerce, specifically, makes for an interesting sub-case in eCommerce. 

According to Shopify, the ecommerce fashion industry's compound annual growth rate (CAGR) is tipped to reach 14.2% by 2025, with the industry hitting a $672.71 billion valuation by 2023.

TL: DR

• Use stories to help endear your customers and connect with them emotionally. 
• Announcements, offers, blurbs, and other elements or text -- make them clear, succinct, and concise.  
• Get reviews from customers. Showcase Reviews in your campaigns. 
• Don’t make your customers guess: Clearly show variants, payments Installments, Shopping delays & Returns

Read that again: Fashion eCommerce is bigger than anything you’ve ever heard of. According to CommonThread, fashion eCommerce will be worth US 1 Trillion + by 2025. 

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The global fashion industry could be affected by changing consumer behavior, seasons, and evolving fashion trends. 

What won’t change is the fact that the Fashion industry is growing fast, is profitable, and it’s a business that won’t go out of fashion (pun intended). 

If you are an eCommerce Fashion brand, your eCommerce Fashion product pages are instrumental to your growth, revenue, and ultimately profits. Get your product pages wrong, and everything else you’d do online will turn out to be useless. 

Whether you already have fashion product specific pages up on your eCommerce store or if you are about to build some, here are some tips you can’t ignore: 

Let’s take Nike’s fashion product pages for eCommerce as our example. What’s a better source to learn marketing of any kind than to pick up nuggets from one of the world’s best known brands, right?

‍Product Stories and Context Go a Long Way 

We are humans and we thrive on stories. Stories provide our minds with a cognitive play, helps us understand others, everyday situations, and life itself. Stories are the common threads that bind us all together. According to BBC, narratives have been a part of human lives for centuries. 

Stories are also very powerful for marketing. Use it and you have a distinct advantage. Where most fashion eCommerce pages have copy that just tries too hard to sell, Nike has short stories that’ll captivate you -- a wee bit of culture, some context, how respective products were created, and more. 

Here’s the example of a product page for Air Jordan 9 Retro and the stories that you find those pages:

Freebies, Blurbs, and Offers: Make it Clear 

Too many offers are just unclear. Or your potential customers have to work way too hard to find them (if any). Don’t make your customers sweat it. Don’t make them work. 

Make it as obvious as the light of the day. Take a look at what Nike does -- both on the eCommerce store and also on individual product pages. 

In the example below, you’ll see that the product now has a sale of 26% off. This offer is clear, without any ambiguity. It also shows the actual price, and the new price (after the offer is applied). 

Beyond that, there’s the usual livid product imagery, the clear and contextual copy, powerful storytelling, variant and size picker, and also reviews (more on that below). 

‍Insist on reviews. Showcase Reviews. 

Adding reviews or using other forms of social proof can boost conversions by over 15%, according to OptinMonster. Social proof is powerful and we all know that almost intuitively. However, we seem to forget it to practical applications where social proof equates revenue, brand strength, and business longevity. 

Do remember that the average customer reads at least 10 reviews before making a purchase. You’d be surprised to know that buyers expect around 112 product reviews before buying. 

Nike uses that to their advantage. Look at a random Women’s funnel-neck hoodie from Nike. 

You’ll clearly see reviews left by others, right alongside the product.

Of course, you’ll also see bits of other information such as free shipping, options to choose size and fit, and the rest of the Fashion eCommerce product page “must haves”. 

‍Clearly show variants, payments Installments, Shopping delays & Returns

If you click on any of the email messages, you’ll head straight to one of the “country-specific” Nike eCommerce sites (geotargeting and showing prices in local currency is another huge tip, by the way). 

On the product page, you’ll see a lot more product images, visuals of the product from various angles, the colors the product is available in, and more. 

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For most products (shoes in the example here), you’ll also see the option to choose variants and sizes as necessary. 

Finally, fine print (made simple) is also made available right under the button.

Showing variants, sizes, colors, and relevant product images for each is one of those “always followed without question” eCommerce Fashion product page best practices. 

Period. 

Getting ideas for your own campaigns now? You can benchmark, get insights, gain inspiration, and even create complete email marketing inspiration and email marketing campaign example lists using Panoramata 

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