Table of contents

What is a product listing page?

What is the importance of product listing pages?

What's the difference between a product listing page and a product detail page?

Key elements of a product listing page

8 Best practices to create the perfect product listing page

5 Best ecommerce product listing pages


The Ultimate Guide to Creating Perfect Product Listing Page in 2024

Sneha Chatterjee
BySneha Chatterjee

7 mins read

Product listing pages can affect the growth of your ecommerce business tremendously. In fact, as per Microsoft, 58% of shoppers leave the site without purchasing anything due to bad experiences. This leads to stunted growth for multiple store owners. Although product listing pages are not the only factor, it does contribute hugely to the customer experience and thereby the conversion rate.

In this comprehensive guide, we will explore what product listing pages are, their key elements, and how we can maximize their performance.

What is a product listing page?

A product listing page is a web page that displays multiple products available for sale on a specific ecommerce website. They might be displayed based on a specific category, collection or search query of potential customers. For example, a "Dresses" page would show all available dresses, while a "Sale" page lists discounted products across categories.

The primary function of a product listing page is to make it effortless for customers to find products relevant to their needs. It helps them explore multiple options as per their search.

What is the importance of product listing pages?

Product listing pages are often the first interaction between your brand and your customers, making them super important to create a good impression. Here's why it's important:

1. Enhances user experience: Simplifies navigation and helps users quickly find desired products.

2. Increases conversions: Well-organized listings boost the likelihood of converting visitors into customers.

3. Improves ranking: Optimized product listings contribute to better search engine rankings.

4. Increases efficiency: Allows customers to quickly browse through a large number of products within a category or search query. This saves them time compared to visiting individual product detail pages (PDPs) for each item.

With so much value at stake, it is crucial to create good product listing pages!

What's the difference between a product listing page and a product detail page?

In contrast to product listing pages, product detail pages provide in-depth information about a specific product. It's like the virtual version of a product in a physical store, where you can examine it closely before making a purchase. Let's see the difference between the two:

Product listing page Product detail page
Shows abbreviated information on multiple products in one page. Shows focused information/detailed information on one product.
Serves as a starting point for user interaction, allowing visitors to browse and select products before delving into specific details. Offers detailed information, reviews, and additional images for a particular product to help convert the visitor.
Facilitates easy product comparison, as multiple items are presented together, allowing users to evaluate options side by side. Provides a detailed view of one product, offering a more focused examination without the distraction of other items.
Clicking on a product takes you to its dedicated landing page with all the details. Users can buy the product now or add it to their cart right from this page, no need to visit any other page.

Key elements of a product listing page

Product listing pages have multiple elements, which differs from brand to brand. But there are certain elements which are a must-have in each. Let's explore them in detail. Below is an image to showcase the elements for a better understanding.

key elements

  • Filtering and sorting options: Allows visitors to filter by attributes like size, color etc. and sort by price or popularity enables easy discovery.

  • Product images: Showcases the product from multiple angles, close-ups, and in-use scenarios. Some websites also allow users to zoom in for high-resolution views of textures, patterns, and intricate features.

  • Pricing: Displays the price of the product clearly along with shipping information

  • Ratings: Displays average customer rating as a social proof to build trust.

8 Best practices to create the perfect product listing page

Follow these tips to maximize the impact of your product listings:

  • Write clear titles: Craft concise, yet descriptive titles that convey the essence of each product, making it easier for customers to understand and choose.

  • Make it SEO-friendly: Incorporate relevant keywords in product titles to improve search engine visibility, attract organic traffic and enhance the discoverability of your products.

  • Add high-quality image: Showcase each product with a sharp, high-resolution image that customers will view on the listing page.

  • Optimize page speed: Ensure swift page loading by optimizing images and removing unnecessary elements, preventing user frustration and abandonment due to slow loading times.

  • Simplify navigation and filtering: Allow visitors to easily drill down to subcategories and refine product listings by providing clear and necessary filtering options and removing the unnecessary ones. Having more filtering options doesn’t always provide a better customer experience..

  • Highlight CTA: Make it easy for customers to take action with prominent and clear CTAs like "Buy Now," "Add to Cart," or "Learn More." Place them strategically and ensure they stand out visually.

  • Make it mobile responsive: Optimize for seamless mobile browsing, with responsive design, fast loading times, and easy checkout experiences that cater to the ever-growing mobile-first audience.

  • Test continuously: Run A/B tests to identify improvements for titles, descriptions, layouts, filtering and more.

5 Best ecommerce product listing pages

We analyzed over 30 different ecommerce product listing pages to find the absolute best examples that stand out for their design, usability and conversion optimization. After careful evaluation, here are the top 5 product listing pages that are excellently optimized:

  1. Amazon

    amazon plp Amazon has perfected the art of fast, optimized product listings. Their pages load extremely quickly thanks to compressed images and efficient code. The listings make product comparison a breeze with easy filtering, sorting and side-by-side views. There are multiple cues to drive purchase like "Frequently Bought Together" suggestions.

  2. Etsy

    etsy plp Etsy product listings excel at showcasing visuals creatively. Listings feature high-quality product photos on clean backgrounds. Banners highlight special products or promotions. The pages have a smooth, image-forward look and feel that aligns with Etsy's brand.

  3. Target

    Target takes a minimalist approach to their listings, with clean uncluttered layouts and lots of white space. This makes it easy to scan and spot products. They use customer ratings effectively to provide social proof and build trust. Their CTAs are prominent without being overbearing.

  4. Wayfair

    Wayfair PLP Wayfair uses visually engaging category menus to make product filtering an intuitive experience. As you mouse over a category, it previews the number of products available. They are liberal in their use of badges, labels and flags to call attention to product attributes and deals. Images are consistently high-quality, enhancing the visual experience.

  5. IKEA

    ikea plp IKEA's product listings reflect their minimalist branding with lots of white space, clean fonts and aesthetic images. These listings stand out through speed, beautiful visual presentation, and seamless navigation. They make comparing products a breeze so customers can find what they need faster.


In the realm of e-commerce, well-designed product listing pages serve as the linchpin for success. They empower visitors to seamlessly evaluate and compare products. By adhering to best practices such as keyword optimization, crafting compelling descriptions, emphasizing clear CTAs, and streamlining navigation and taking inspiration from the examples shared in this guide, you can pave the way for an enhanced user experience and better conversions, enhancing the sales of your ecommerce store.

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Frequently asked questions

A/B testing is crucial for product listing pages because it enables data-backed optimization rather than relying on guesswork. It allows continuous refinement based on actual user behavior.

Product listing pages play a crucial role in determining the growth trajectory of ecommerce businesses. According to convertcart, poorly designed pages can contribute significantly to stunted growth. They directly influence customer experience and, consequently, the conversion rate.

Product listing pages serve as the initial interaction between your brand and customers, making them crucial for creating a positive first impression. They enhance user experience, increase conversions, contribute to SEO rankings, and streamline the shopping process, emphasizing the need to get them right for substantial business success.

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