Shoppers browsing for baby wipes online are looking for safety, quality, and convenience—but with countless options available, a brand’s product detail page (PDP) images play a critical role in influencing purchase decisions.

The Honest Company’s Clean Conscious Unscented Baby Wipes PDP is a top-performing listing, earning a 98.0 Vizit Listing Score with strong hero and carousel images. But even high-performing PDPs have room for optimization.

Let’s take a closer look at what makes this PDP successful, what visual strategies are working, and where it could be improved.

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What The Honest Company Does Well

1. Strong Hero Image 

Why It Works

• The clean, minimalistic packaging aligns with the brand’s eco-friendly positioning.
• The white background and soft lighting make the product pop without distraction.
• The bulk-packaging display clearly communicates value and quantity.

Opportunity for Improvement

• The product could stand out even more with higher contrast or a subtle drop shadow to differentiate it from the background.

2. Lifestyle Imagery Enhances Brand Storytelling

Why It Works

• The second carousel image shows a parent using the wipes in a real-world setting, reinforcing trust and usability.
• Images featuring nursery scenes, diaper bags, and easy access packaging help potential buyers visualize product benefits.

Opportunity for Improvement

• While lifestyle imagery is effective, varying the settings (e.g., featuring a baby or multiple family scenarios) could appeal to a broader audience.

3. Clear Benefit Communication 

Why It Works

• The brand effectively highlights its clean, plant-based ingredients with visuals emphasizing “No Parabens,” “No Chlorine,” and “No Alcohol.”
• The text overlays are simple, avoiding clutter while still providing value-driven information.

Opportunity for Improvement

• Some images score lower because they contain too much text or lack visual clarity. Simplifying messaging and increasing font contrast could enhance engagement.

4. Strong Carousel Image Mix 

Why It Works

• The listing includes a diverse mix of images, including product close-ups, lifestyle shots, benefit-driven graphics, and branding elements.
• The final image effectively reinforces the product’s eco-friendly mission with a visually appealing, nature-inspired background.

Opportunity for Improvement

• Reordering the highest-performing images to appear earlier in the carousel could further increase engagement.

Final Takeaways: What Brands Can Learn

The Honest Company’s PDP is a strong example of how to use clean branding, effective storytelling, and diverse imagery to drive engagement. Here’s what other household brands can take away:

• Use lifestyle images to help shoppers connect emotionally with the product.
• Highlight key benefits visually—not just through text.
• Ensure image sequencing prioritizes high-scoring assets to maximize impact.
• Keep branding consistent across all visuals for a seamless experience.

Even top-performing PDPs can refine their image sequencing, contrast levels, and benefit messaging to drive even higher engagement and conversions.

Want to see how your PDPs compare? Download Vizit’s Visual Intelligence Report for deeper insights.