Interactive product page designs that turn visitors into shoppers
Why focus your resources on product pages?
Products pages are the lifeblood of a successful eCommerce site. They often determine how your products and information are presented.
But it could also get tricky by cramming all images and every piece of information into a single page. By all means, brands need to focus their resources as much on building product pages as on landing pages, extra.
As more and more brands are recognizing the importance of having better user experience, products pages are the critical points that influence shoppers’ decisions to proceed to checkout.
The last thing your shoppers want is a product page with confusing navigation, and incomplete information, despite all the marketing hype built on that particular product.
How to keep shoppers engaged in shopping?
Just like bricks-and-mortar experience, brands seek to replicate that exclusive experience online.
Instead of just sending your visitors straight to the checkout page, your product page also needs to offer visitors exactly what they need, as well as the interactive and pleasant atmosphere, leading to increased revenue per transaction.
So how can innovative product page designs help enthrall visitors and increase conversion rates?
Here, we’ve found the fresh examples from some of the leading eCommerce sites.
Geox’s interactive product landing page
Geox is one of the pioneers in creating innovative products as well as the digital experience. Its product page is neat and clean, with clear information hierarchy. Despite the extensive benefits of Geox shoes, the product pages are not crammed with excessive information. With a rich understanding of their niche and target market, the page design follows a tidy order, naturally driving visitors to complete their shopping.
But what’s very smart about its eCommerce is the dedicated landing page for their new product series. On top of the stylish imagery and 3D product photography, the site welcomes users with an interactive video where they can change the weather conditions as well as the course of a romantic comedy to see how the shoes adjust to different climates. (see more on Amphibiox.geox.com)
While the site is rife with captivating features, there is the lack of a seamless transition from the interactive landing page to the actual product page (or vice versa). For example, a user browsing a particular model’s 3D imagery will find a link (buy online button) leading to the top product page for “Amphibiox Technology”, instead of the dedicated product detail page. (Just imagine all the pain you have to go through to find the specific product and checkout page…)
BeoPlay’s emotional product page
Their online store feels as if there is no boundary between the landing page and a product page. The most effective way of engaging visitors is to use emotional triggers throughout your online store. Surprise them with unexpected experiences.
BeoPlay gives a great example with its full-screen short videos, parallax scrolling technique (though the excessive use of it could backfire: http://www.creativebloq.com/web-design/parallax-scrolling-1131762), taking visitors on a seamless journey to explore product functionalities, product descriptions and finally to the call-to-action.
Here’s another page from the same site that evokes emotional reaction: H6 Rapha Edition. It is not only resplendent with stunning visual images, creative copy and sound, but the emotional triggers capture the visitors’ interests throughout the process.
Incase’s product page reviews
Nothing more helpful than user reviews when a customer is unsure of a product. In addition to its sleek and minimalistic design, Incase’s product pages contain various useful features to facilitate a better shopping experience.
A quick view allows visitors to instantly check images, colours and the number of stars. Today, reviews are important that help customers’ buying decisions and help brands rank higher on Google search ranking. Tech-savvy shoppers are becoming more aware that fashion or accessories often don’t always look quite the same on themselves as they do on models from product photographs. So brands like Incase who recognise the gap integrate user-generated contents such as bloggers, social media and reviews to avoid the disappointment.
Interactive eCommerce product pages know the motivations and interests of their target audience, and the information they look for. Therefore, they often have little distractions to allow their visitors focus their attention on what is important. At the same time, a product page will need to answer the questions that customers often ask. While it can be challenging to build a product page that is both engaging, responsive and simple enough for visitors to take the most desired action.
What do you think?
Appnova is a digital agency specializing in web design, UX, eCommerce, branding, digital marketing and social media.
(Image via http://thestocks.im/)