How to Create eCommerce Skincare Product Pages: Best Practices 

You’d obviously want to learn how to create eCommerce Skincare product pages and best practices if your brand has anything to do with Skincare and related products (such as beauty products, fragrances, and herbal care products). You’d also want to learn these best practices regardless of the eCommerce industry you operate in. 

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TL;DR: Skincare eCommerce subset is huge. If you are going to do it, let’s do it right. Here are the tips: 

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1. Get customer reviews. Use customer reviews in your marketing campaigns. Show social proof. 
2. Do what you can to keep visitors on product pages longer -- use sticky elements such as lead generation elements, floating add to cart buttons, live chat windows, and so on. 
3. Provide accessibility settings on product pages (expand your potential user base) 
4. Take advantage of cross-selling and upselling (where real profits are made). 
5. Showcase benefits; features 
6. Make Buying Easier: Show variants, Give Payment Options

The Skincare eCommerce segment as a subset of the entire eCommerce industry is a rather large one. According to statistics, the value of the skincare eCommerce industry was already pegged at $511B in 2021. Apply an annual compounded growth rate of 4.75% worldwide and the skincare eCommerce industry is predicted to exceed $716B by 2025. And $784.6B by 2027.

Why, you ask? 

The principles of product presentation, using graphics, branding, and marketing mostly apply to most eCommerce brands and are universal. 

For the purpose of an example, let’s take the eCommerce brand Facetory to dig deeper. 

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Here are tips and insights on how to create eCommerce Skincare Product Pages and some best practices you can use right away. 

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Double Down On Customer Reviews

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It’s easy to “let go” when you see a few bad reviews for an electronic product, airline or a hotel. You might still go for it anyway while giving the business or brand a chance. With personal and healthcare products, the chances of ignoring reviews is “slim to none”. 

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The skincare and personal care industry really runs on the power of social proof and on “Word of Mouth” no matter how fancy you get with email marketing(or any other marketing channels). Since these products are personal in nature, customers tend to believe what “others say” a lot more than they do with any other business or product category. 

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Take a look at what Facetory does on most of its landing pages (example below). Scroll down to the bottom 

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Use Sticky Page Elements 

People on the web forget way too easily (and that’s bad for eCommerce stores). Apart from Shopping Cart abandonment, eCommerce product page abandonment is a major issue as well (which we try to solve by using retargeting to a certain extent). 

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To avoid people scrolling away to exit, or to keep potential customers from exiting pages completely (without shopping), there are some clever things you could do on the eCommerce product pages for Skincare products (or any product for that matter). 

One idea is to use sticky page elements. Usually visible after a certain scroll depth (say 40 to 70% of the page), you could make sticky elements show up. 

Some of the popular sticky elements or page elements that can show up are: 

• Live chat window
• Accessibility settings icon or window 
• Lead generation popups (the more page specific or product specific, the better) 
• Shopping cart or view cart buttons
• Add to cart buttons
• Wishlist for products
• Account creation call-to-action

…and so on. 

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For instance, scroll down any of Facetory’s product pages and you’ll see a few sticky elements emerge as shown below. 

Notice a little icon on the left for setting your own “accessibility features”, a sticky floating bar with price, quantity, and an add to cart button (with price totals showing), and a customer support live chat window. 

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Provide Accessibility Settings 

People can have visibility issues, browser issues, or they could be vision impaired. Or maybe, people have preferences on how they choose to view web pages. 

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That’s why it’s a good idea (and an often ignored best practice to care for your visiting potential customers or existing customers). 

Facetory takes a few initiatives and steps to address these concerns (and that’s really thoughtful of the brand to do so). 

On the bottom left side of product pages, you’ll see a little icon for changing settings related to web page accessibility as shown. 

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You have access to switching on or off various profiles and settings such as a vision impaired profile, cognitive disability profile, a keyboard navigation feature, a screen reader for blind users, and so on. 

If you can, do think about extending “accessibility” of your skincare eCommerce product pages or product pages for eCommerce stores in general. 

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Skincare eCommerce Product Page Upsells 

Did you know that upselling can boost your eCommerce store revenues by at least 30% or more? 

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According to Sumo [https://sumo.com/stories/ecommerce-upselling ], For brands and companies that offer upsells or additional offers (at the time of checkout), more than 70 to 95% of revenue comes from upselling alone. Further, upsells are at least 68% more cost effective than actually acquiring a new customer.  

If you can use upsells on eCommerce product pages, you are in for a real treat. 

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To make upsells work on your eCommerce product pages, follow these steps: 

• Find a way to make upsells work --use coding, an app, or a third-party plugin/app/software to make it work. 
• Think of the best products to upsell (for each product) or recommend similar products with a one-time offer. 
• Run the upsell offer for a couple of weeks (or months) depending on how much traffic you get. 
• Test, Tweak, and Repeat (use A/B testing to find out what works and what doesn’t). 

Facetory upsells products right under their primary “buy” button on each of their product pages. See the screenshot below to see how their upsell offers look like: 

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Show Product Benefits (Where they matter) 

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A major issue with most businesses is that they sound like they are communicating with themselves -- mostly with dull language (more corporate like), sounding serious, and often complicating what they are trying to sell with fancy jargon that no one understands. 

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For the Skincare eCommerce product pages (and related beauty and fragrance or healthcare eCommerce brands as well), this is almost a pandemic. 

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First, don’t lead with technical jargon (no one cares). Second, lead with benefits. Third, find a way to showcase benefits in a way that no one can miss those. 

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See how Facetory puts up simple benefits (aided by simple text and relevant icons) below the product name or product title on the product page.  

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Make Buying Easier: Show variants, Give Payment Options

If you were selling shoes and apparel (Fashion eCommerce), a few things are mandatory such as to show variants, colors, sizes, and product + kit combinations with respective prices. 

Other eCommerce categories might or might not need to. However, if and when you have variants, it makes sense to let your customers choose. 

Talking about choices, you’d also do well to add payment options, payment methods accepted (such as credit cards, PayPal, and Stripe), and even subscription options or staggered payment plans (for X months) as Facetory does below. 

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Notice how Facetory clearly provides options for its customers -- pay $137.62 for the Rainbow Glow Deluxe Bundle. 

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Or make 4 payments of $34.41 each. 

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You can find the complete and ongoing updates on Facetory -- along with their email campaigns, email frequency, ads, insights, and snapshots (along with several other brands, across industries) using Panoramata.

What other elements and best practices do you think should be used when creating Skincare eCommerce product pages? Tell us about it.