Most product listing pages aren’t converting.
They can be messy and confusing, leaving potential customers unsure what to do next. But they don’t have to be.
I’ve spent 4 years working in e-commerce, trying to get people to buy things online. And I’m here to tell you that a good product listing page (PLP) can be a game-changer.
This guide will show you how to turn your ecommerce product listing pages, from empty spaces into pages that sell a lot of your ecommerce products.
We’ll look at 11 examples of product discovery and listing pages that are doing really well and see what makes them work.
So, let’s get started!
What is a Product Listing Page?
A product listing page (PLP), also called a category page or product display page, is a page on an ecommerce site that shows products based on a category or search.
Think of it like this:
You walk into a store looking for new running shoes. You go to the shoe section, and what do you see?
Rows of shoes, organized by brand, type, or something else.
That’s basically what a product listing page is for an online store. It’s a list of relevant products that helps shoppers discover relevant products and hopefully buy something.
Why Do Product Listing Pages Matter?
Because they’re an essential part of the customer’s buying process.
A good product listing page can:
- Help people find products more easily.
- Keep people interested in your site.
- Get more people to buy things.
- Make shopping easier and more enjoyable.
- Increase more sales.
A bad listing page, on the other hand, can cause frustration, confusion, and lost sales.
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Anatomy of a High-Converting PLP
Now, let’s look at all the relevant elements and parts of a good product listing page that gets people to buy.
1. Grid vs. List View
The first thing to decide is whether to use a grid or list view for your products.
There’s no single right answer. It depends on your products and who you’re selling to.
Grid View
- Looks good and is great for showing off product images.
- Good for products where how they look is a big selling point (like clothes, furniture, and home decorations).
List View
- Better for showing more information about each product, like detailed product titles, descriptions, and details.
- Good for products with lots of details or when customers need to compare features and information before buying.
- It can entice customers to click on a product detail page for more info.
Sometimes, offering both options and letting the user choose can be smart. It lets them choose how they want to see the page.
2. Price
Of course, showing the price of each product on the product listing page is essential.
But it’s not just about putting a number on the page.
Make it clear: Make sure the price is easy to see and read. No tiny numbers, please.
Sale prices: If a product is on sale, show the original price and the sale price clearly. Cross out the original price and use a different color (usually red) for the sale price to make it stand out. This will grab the attention of potential buyers.
Price Range: For products with different versions, showing a price range (e.g., “$49 – $99”) can give potential customers a quick idea.
3. Filtering and Sorting Options
This is important. Good filtering options are a must-have for any good product listing page.
Imagine walking into a clothing store and having to look through everything to find your size, favorite color, and style you like.
That would be terrible, right?
That’s what it’s like for online shoppers looking at a product listing page without good filters.
Here’s the thing:
Potential customers want to find what they’re looking for fast. Your job is to make that happen.
Important Filtering Options to Think About:
- Price range
- Size
- Color
- Brand
- Customer ratings
- Product Availability (in stock, out of stock)
- New Arrivals
- Best Sellers
A good filter menu helps prospective customers find the perfect product without feeling overwhelmed.
Sorting Options
Besides filtering, offer ways to encourage users to sort products by:
- Relevance (especially important for search results)
- Price (low to high, high to low)
- Newest arrivals
- Best selling
- Customer ratings
4. Breadcrumbs
Breadcrumbs are a simple but helpful navigation tool that shows users where they are on your ecommerce site.
They usually look like this:
Home > Category > Subcategory > Product
Why are breadcrumbs important?
Easier navigation: They let users easily go back to previous category landing pages with one click.
Lower bounce rate: By providing a clear way back, breadcrumbs can help keep users on your site.
SEO benefits: Breadcrumbs create a clear internal linking structure, which can help with search engine rankings.
Breadcrumbs are especially important for websites with a lot of products. Don’t forget this small detail. It’s important for the customer experience.
5. Product Titles and Descriptions
Here’s where you need to write well.
Your product titles and descriptions need to be interesting, informative, and good for both users and search engines.
Product Titles
Be clear and to the point: The title should describe the product accurately and include relevant keywords.
Highlight important features: What makes this product special? Mention it in the title if you can.
Think about search: Use keyword research tools to find the words potential customers use to search for products like yours and use those relevant keywords in your titles.
Product Descriptions
Keep it short: On the product listing page, you don’t need a long description. A sentence or two about the main benefits or features is usually enough.
Use bullet points: Bullet points are great for making text easier to read quickly.
Focus on benefits: Instead of just listing features, explain how those features will help the customer. What problems does the product solve?
Save the details for the product detail page: The product listing page is about getting people interested. Save the longer information for the individual product pages.
6. Search Integration
Having a search bar on your ecommerce website is important.
But having search features within your product listing pages is even better.
Here’s how:
Search within results: Let users search within the current category or filtered results. This is helpful for product listing pages with lots of items. It lets users narrow their search without starting over.
Auto-suggest: As users type, suggest relevant products, categories, or brands. This can help speed up finding products and guide users to what they’re looking for.
“Did you mean?” suggestions: If a user misspells something, offer a “Did you mean?” suggestion to help them. This creates a better shopping experience and helps keep customers.
7. Product Labels
Product labels are a good way to highlight things on the product listing page.
Examples include:
- “New”
- “Sale”
- “Best Seller”
- “Exclusive”
- “Low Stock”
- “Free Shipping”
These labels can:
- Draw attention to certain products.
- Create a sense of urgency (“Low Stock”).
- Influence buying decisions.
Build trust & FOMO
Highlight real-time activities like reviews, sales & sign-ups.
8. Call to Action
Every product listing should have a clear call to action (CTA).
Usually, this will be an “Add to Cart” or “Buy Now” button.
Important Things to Remember for CTAs:
Make it stand out: Use a color that’s different from the rest of the page design.
Use clear words: “Add to Cart” or “Buy Now” are usually best.
Think about button placement: The CTA should be easy to see, usually below the product picture and price.
Make it work on mobile: Make sure the CTA is easy to tap on mobile devices.
11 Product Listing Page Examples
After over 5 hours of researching the best product listing pages, I’ve selected 11 from a total of 50 pages that I analyzed.
1. Perfect Keto
Perfect Keto Product listing page, Grid layout with white background and high-quality images.
Product titles, star ratings with review count, pricing, and Quick Buy buttons.
Navigation menu: Shop All, Learn About Keto, Keto Recipes.
2. Fable and Mane
Product listing page, Minimalist design with a red banner for Accessories.
Grid layout to show products like scalp massager comb, hair clips, and claw clip, each with product image, name, price, star rating, Add to Bag button, and 60% OFF on one of the products.
3. Nutribullet
Bullet Blenders two-column grid layout to show two featured blenders: Nutribullet Portable Blender, Nutribullet Ultra
Each product listing has a product image, name, star rating with review count, pricing (sale price highlighted for Ultra), Add to Cart button, Top menu, search icon, log-in icon, and cart icon.
4. Figs
Pop Red medical scrubs, a Four-column grid layout to show scrub tops and pants with professional images of models.
Each product listing has an item name, color, number of colors, price, NEW label, and Button at the bottom left corner to GET 15% OFF X.
5. ASOS
Women’s black swimsuits four-column grid with model images, Brand name, description, and price.
One of the products has SELLING FAST and PETITE labels, a Heart icon to save to a wishlist, and quick product details.
6. Allbirds
Women’s shoes have a three-column grid with product images, names, color options, and prices. The left side has
Filtering 0ptions: Every day, Wet Weather, Cool Weather, Material, and Hue.
One of the products has Quick Add size selection Options: Discover, Try our style, Take the style.
7. Master and Dynamic
High-end headphones have a three-column grid with large product images, product names, descriptions, prices, color options, and a new In label on MW75 Neuro.
Filtering Options: color, in-stock only, sort by top right.
8. Aura Bora
Colorful grid layout with can images and flavor profiles (e.g., crunchy, succulent, fresh for Green Bean Casserole).
Add to Cart, 12-pack price OUR FLAVORS header, navigation menu to DRINKS, VARIETY PACKS, MERCH Login, cart, search.
9. Wild One
Four-column grid with high-quality product images (carriers, walk kits).
Caption: Color-matched harness, leash, & poop bag carrier Price (sale prices marked) Number of colors.
Filter top left, sort top right, main navigation menu top, categories: Walk, Carry, Play, Live, Shop All.
10. Fabletics
Women’s activewear bottoms three-column grid with model images.
NEW VIP OFFER: 2 FOR $24 BOTTOMS Product name, price, more Colors.
The filtering options left are size, color, activity, review rating, rise, fabric, features, compression level, and collection.
Option to change products per page and sort.
11. Spacegoods
Close-up images of hands scooping powder (product texture) Bundle offer; savings displayed (e.g., SAVE £86.00) Shop all, New Year’s Sale, product categories.
Build trust & FOMO
Highlight real-time activities like reviews, sales & sign-ups.
Boost PLP Sales With WiserNotify
We’ve discussed a lot so far, and you might be thinking, “This is great, but how can I improve my product listing pages?”
That’s where WiserNotify can help.
WiserNotify is a tool that helps you use social proof to get more people to buy on your ecommerce site.
Here’s how it can help with your product listing pages:
Show recent sales: Show pop-ups that tell when someone recently bought something. This creates urgency and encourages potential customers to act. (“5 people bought this in the last hour!”)
Show how many people are looking: Let shoppers know how many people are currently looking at the same product listing page or product. This uses the fear of missing out (FOMO) and can push people towards buying.
Show product reviews and ratings: Show good reviews and star ratings from other customers right on the product listing page. This builds trust and makes it more likely that people will add things to their cart.
Using WiserNotify can make your product listing page more persuasive, leading to more conversions and more money for you. The goal is to keep customers coming back by showing them social proof.
Here’s a detailed walkthrough:
Product Listing Page Best Practices
Here’s how to make your product listing pages great, broken down into easy steps you can start using today.
Design: Making it Look Good and Easy to Use
➨ Grid or List? You Decide: Choose how to show your products based on what they are. If they look good in pictures (like clothes or furniture), use a grid view. If they need more words to explain them (like gadgets or books), use a list view.
➨ Make it Work Great on Phones: Design for phones first, then make sure it works on bigger screens too. Test it on different phones and tablets. Make sure the buttons are big enough to tap, and it’s easy to filter products on a small screen.
Remember to keep your design simple and uncluttered. Use plenty of empty space and stick to the same fonts and colors throughout your site. This makes your brand look professional and trustworthy.
SEO: Helping People Find You on Google
➨ Use the Right Words: Find out what words people type into Google when they look for products like yours. Use tools like Google Keyword Planner (it’s free!) to help. Pick words that people actually use, but aren’t so popular that you can’t compete.
➨ Put Those Words on Your Page: Use the words you found in your product titles and short descriptions. Don’t just stuff them in; make sure it reads well. Write a short description for each product listing page that uses those words, too. Use these words in the descriptions you write for your pictures (called “alt text”).
➨ Simple Web Addresses and Links: Make your web addresses (URLs) for internal pages short and easy to understand. For example, use something like www.yourstore.com/cool-tshirts instead of www.yourstore.com/category?id=789. Link to your product listing pages from other pages on your site.
Getting good links from other websites is harder, but it’s something to work towards. It helps people find you more easily.
Writing: Use Words That Get People to Buy
➨ Good Product Titles: Clearly say what the product is. Use the words people would search for on Google. If you can, mention something good about the product in the title.
➨ Short and Sweet Descriptions: On the listing page, write just one or two sentences about each product. Explain how it will make the customer’s life better. Use lists with dots if you need to show many features fast.
➨ Tell People What to Do: Use buttons that say “Add to Cart” or “Buy Now.” Make these buttons easy to see by using a color that stands out.
Good writing can make a big difference. Make your message clear and encourage people to buy.
Product Pictures: Show Off Your Stuff
Use Great Photos: Every product should have at least one good picture, but more is better. Show the product being used if you can. This helps people imagine owning it.
➨ Let People Zoom In: Make sure people can zoom in on your pictures to see the details. This is helpful for things like clothes or jewelry.
➨ Make Sure Your Site Loads Fast: Big pictures can make your site slow. Use tools to make the picture files smaller without making them look bad.
Good pictures can really help sell your products.
Extra Tips to Help You Succeed
Keep your product listing pages updated. Get rid of old products and make sure everything is correct. Try different things on your pages to see what works best.
Look at your website data to see how people are using your pages and find ways to make them better.
By always checking and improving your product listing pages, you can sell more and make your online store more successful.
Also See: 15 Winning Product Page Examples
Product Listing Page Design Templates
If you’re not a designer, don’t worry.
Many ecommerce platforms and website builders offer pre-made product listing page templates.
These templates can be a good starting point, especially if you’re new to this.
But:
Don’t just pick a template and be done with it.
Change the template to match your brand, products, and who you’re selling to.
Think about the important things we talked about earlier (filtering, sorting, breadcrumbs, etc.) and make sure they’re done well.
3 PLP Mistakes to Avoid
Even if you follow all the best practices, there are still some common mistakes that can hurt your product listing pages.
Here are 3 big ones to avoid:
1. Having Too Many Choices
While it’s good to offer different products, too many choices can make it hard for people to decide.
This is where those filtering options are really important.
If you have a lot of products, make sure your filters are good.
Don’t just have basic filters like price and color.
Think about what’s important to your customers and create filters for those things.
For example:
If you’re selling clothing, you might have filters for:
- Size
- Color
- Style
- Brand
- Material
- Occasion
- Price range
The goal is to help people find what they need quickly.
2. Not Working Well on Mobile
This should be obvious in 2025, but I still see it:
Product listing pages that look good on a computer but are terrible on a phone.
Since most people shop on their phones now, you can’t ignore this.
Here’s the deal:
Your pages need to be responsive, meaning they change to fit any screen size.
This includes:
- Images: They should change size without looking bad.
- Text: It should be readable without having to zoom in.
- Buttons: They should be big enough and spaced out so they’re easy to tap.
- Filtering and sorting options: They should be easy to use on a small screen. Think about using a smaller menu or a separate filter page for mobile.
Test your product listing pages on different phones to make sure they offer a good and seamless shopping experience for everyone.
3. Forgetting About SEO
You can have the best-looking product listing pages in the world, but if no one can find them, they’re useless.
That’s why SEO is important.
Many e-commerce businesses only focus their SEO on their homepage and individual product detail pages and forget about their category pages.
That’s a mistake.
Product listing pages can bring in a lot of organic traffic if they’re optimized right.
You can implement the SEO best practices we discussed above to make your product listing pages more SEO-friendly.
Conclusion
Product listing pages are a very important part of any successful e-commerce business.
They’re often the first place potential customers see your brand, so it’s important to make a good impression.
By using the tips and best practices in this guide, you can make your PLPs better.
Remember, it’s all about making shopping easy and helping shoppers discover relevant products quickly.
Focus on being helpful, clear, and easy to use, and you’ll be on your way to creating product listing pages that get more conversions and make you more money.
Now, go and create some great product listing pages of your own. I’m excited to see what you do! And don’t forget to use social proof with tools like WiserNotify to make your PLPs even better.
Boost Conversion Instantly
Add Social Proof & Urgency to your website
