A product listing page gives you very little room to showcase your products. Icons are increasingly used to make information clear, and they’re showing up on more and more new online stores. Beyond the photo, title, call-to-action button, and price, many stores are getting more creative and putting more focus on that little bit of extra service.

When you design a product listing page, build it around how your visitors search. What’s the most important information for that product? What do people want to know when they’re looking for it? For DVDs, it might be the running time. For sportswear, it’s whether the item suits sun, rain, indoors, or outdoors. You can also show shoppers what to expect when they click through, such as a 360-degree photo or a catwalk video.

Here are a few examples.

I love it! In the top-right corner, you can add this product to your favorites. Hema then lets you compare it with other products later or find it again in your wishlist. The listing also shows the colors the product comes in and flags that it’s part of the current promotion.

I’m seeing stars. Below the book, you can see what other people thought of it. Reviews help the most popular products get more clicks and more sales. But what matters most to visitors here is seeing the book’s genre: children’s, picture book, audiobook, textbook, thriller, drama, novel, spy, sci-fi, historical, fantasy, comedy. Each option has its own recognizable icon, so people can scan a list and instantly pick out what appeals to them.

Sale!! Here, they show that the item is on sale, including the percentage you save. You can, of course, have the back end calculate this automatically. They also mention that this product ships for free. That can be useful if free shipping applies above a certain amount, say 10 euros. But if everything in the store ships for free, you’re better off announcing it prominently at the top of the page and using this space for other messages.

Product video. Here, they highlight an extra product video. Showing how a product works is a great addition. For the grill, for example, you could link to a YouTube channel with sandwich recipes or grilled dishes.

Inspiration: Check out fonq.nl’s video channel by clicking the Aroma Diffuser on the right.

Extra information. This is a perfect example of the right information on a product listing page. For an online game store, it’s important to show how many players a game is for, how long it takes to play, and who it’s suitable for. Source: Spellenrijk.nl

Zoom in. DakaSport lets shoppers know they can view this product up close. It’s always a good idea to check the details on clothing before you order online. Since you can’t touch or try on the item, you have to rely on what you can see: the texture of the fabric, functional features, the type of zipper, or details like a badge or print.

Material. Here, Nelly highlights a product feature, using a recognizable icon to show that the item is made of genuine leather.

Brands. Douglas shows which brand each product is from, even when the brand is already visible in the product photo. Some women only buy from a single brand, and they become loyal to a makeup brand for all kinds of reasons: allergies, quality, results, a company’s ethics, or the status that comes with the price. That’s why using logos makes sense for Douglas. They also point out that the product would make a nice gift. Douglas is a popular place to shop for gifts, because everything is beautifully wrapped and almost every woman is happy to receive one. Nice and easy 😉 The review stars match Douglas’s brand style, so they fit right in.

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