As customers become increasingly more digitally native (often purchasing products without ever visiting a store), it’s imperative that websites offer engaging, inspiring, and enticing online experiences.
These editorial-style product experience pages need to showcase the main product, while remaining as easily shoppable as possible.
Here are some key tactics and concepts that can be used to create outstanding product page experiences.
Explore engaging layouts that encourage users to scroll
Unexpected layouts of imagery, media, and text can entice users to explore the page rather than dropping off, especially when they provide a different experience from the rest of the website.
Z-patterned layouts draw the eye from left to right (or reverse for countries that read in the opposite direction) and can help lead the user further down the page to learn more about the product.
Highlight product features using rich media and interactive UI
While editorial and creative content is important for inspiring users, it needs to inform and educate them too.
Ensure that each piece of content provides important information or context about the product, such as how to use it, or information about its size and compatibility.
Take advantage of UI that suggests interactivity, and of horizontal formats for mobile to display more information at once. Short, looping video clips can help fill the gap between static images and in-store experiences where the user can see the product in action.
Intersperse shoppable functionality throughout content
While it’s important to inspire and inform users, ultimately the goal is for the user to convert from the page. Allowing users to shop the products is just as important as the immersive experience itself.
Interspering shoppable functionality throughout the page provides users multiple options to begin the conversion process. Content can be both informative and functional.
Whatever route you take to enhance the product experience on your site, make sure you adhere to the main principles of this experience: inspire, inform, and make it easily shoppable.
If you’ve created a cool product experience page and want to share it, send me a message at [email protected].
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