Product pages have come a long way in the years of online retail. At first, a short write-up and grainy picture sufficed. Today, you not only need brilliant photos and vivid descriptions, but the entire site must also come together in a way that engages the user and makes them want to move through the buyer’s journey.
Emarketer reports the COVID-19 pandemic has been the “biggest disruption to consumer retail spending” in recent history. Because of forced closures and quarantine orders, the pace Americans shop online has risen 18% in 2020 for a total of $709.78 billion.
More people shopping online is good news for e-commerce stores, but it also means retailers must be ready to meet increased demands. One way to ensure your site hits the high notes is to study how other brands present their products online. The best way to improve your website is by learning from the cream of the crop in various industries.
Here are six of our favorite product pages and why we think you’ll see more examples like this moving into 2021.
You don’t need a flood of traffic to your site. You need the right buyers. Every business has specific people who tend to buy from them. If you sell books and stationery, people who like to read and write are your audience. If you run a restaurant, most of your patrons will be local families, seniors or young singles.
Once you figure out who your buyer is, study demographic information, then dig into what makes them tick. Learn the psychology behind why they visit your site and create buyer personas to represent your average fan.
BirdRock Baby sells baby moccasins. They understand their typical buyer is looking for shoes, so they present four options on their landing page. Visitors can navigate to classic, Mary Janes, fringeless, or cotton booties. They also make sure they highlight a few of the features customers love about them, including free shipping and a lifetime guarantee.
Advances in smartphone technology and internet connection speeds via 5G and fiber-optic networks makes the use of plenty of beautiful pictures more critical than at any time in the past. When highlighting products, it’s essential to show them from different angles and include images of every feature users might need to know about.
Kitsap Garage Door does a fantastic job of highlighting their products in use. They take photos of their doors on different homes to show how each line looks on various architectural styles. View images up close, from a distance, and even with a selection of options.
Every brand and product has a unique value proposition (UVP) that makes it stand out from competitors. Spend time studying others in your industry and figure out what your UVP is. Once you know the UVP, you can highlight it on your landing pages and product pages.
German-based Pfeffer & Frost packages their goodies in environmentally friendly packaging. By highlighting their unique way of reducing users’ carbon footprints, they showcase what sets their brand apart. They describe each product on individual pages, then explain the compostable foil and recycled paper used to wrap the food. They also have a section titled “Material” to detail what the “foil” consists of.
According to Statista, about 27.2% of online viewers watched over 10 hours of video each week. The number of hours people view videos online grows annually. If you aren’t already incorporating videos into your product pages, now is a great time to begin.
Use videos on landing pages to highlight products, and place 360-degree videos on individual product pages to put the power of observation in viewers’ hands.
Japanese skin care company Waphyto takes photos of their products in natural settings to create a sense of organic purity. The video shifts from a babbling brook to a bottle of one of their products in the water. They present a powerful message without using any words.
E-commerce stores sometimes ignore the typography hierarchy idea behind websites. They tend to focus on legibility, which is essential, but neglect to plan out heading, subheading and body text levels.
You also need striking typography on your landing page to engage users and capture their imagination. Don’t be afraid to experiment with different looks for special sales and seasonal offers.
DressUp is an online women’s retail clothing store. One thing they do well is to create an aesthetically pleasing typographic hierarchy on all their pages. They use a bold, eye-catching font to present sales information and highlight products on their landing pages.
Individual product pages have a familiar look, as the headings and body text stay within the same family. Users can find what they’re looking for quickly once they’ve viewed one or two items.
One recent trend we’ve seen a lot is customized and personalized options for customers. People don’t wish to feel they are another nameless face in the crowd. They expect companies to cater to them.
Think about how to target users with your descriptions, and look for custom solutions to meet their needs. While it isn’t possible with every product, there is usually some way to offer a more individualized experience.
The Knotty Tie Company sells a wide variety of neckties, bowties, pocket scarfs and face masks. Because their target audience is grooms and groomsmen, they offer custom solutions for nearly every product, such as changing the colors or matching the tie and the mask for a complete look.
The way users interact with websites will continue to evolve and change in the future. More sites will use augmented reality to let consumers try before they buy. Sellers will find ways of engaging buyers.
Each time you see a design you love, take note. If you try something new on your product pages, test it and see how your users respond. Keep the ideas that result in higher conversions and nix the ones that don’t work. With a little effort and attention to trends, your e-commerce site will be one of the best around.
Eleanor Hecks is the editor of Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.