The truism “it’s not what you’re selling, but how you sell it” is one of those stubborn cliches that actually holds a lot of truth to it. Your eCommerce business can have the best product in the world, but no matter how good your quality or value might be, you won’t achieve maximum ROI if you undersell your product. That’s why these established eCommerce businesses are worth paying attention to. Instead of relying solely on static catalogs to sell their stuff, they use a variety of different features to create interactive, high UX product pages that deliver the goods in a unique and memorable fashion. If you’re worried that your website is a bit too bland when it comes to your product page layout, pay attention to what these six companies are doing and consider following their lead.
Lionel Trains and Lego use in situ product placementA fantastic way to make your customers more excited about your products is by placing them within a less artificial context than merely displaying them on their own in your product catalog.Think about what seems more appealing and exciting to customers: seeing an image of your product by itself with the price and other common attributes listed, or seeing it displayed in relationship with similar products in your line? Tweet: What is more appealing to customers: your product by itself, or displayed in relationship with similar products in your line? If you arrange your products in situ, chances are they will look more attractive and appealing to customers, and inspire them to purchase not just the item they were originally looking for, but related ones as well. Two major toy companies, Lionel and Lego, do this extremely well.
Nasty Gal and Zara curate a "look" with each one of their piecesFashion companies have a naturally compelling way to display their products, since most shoppers appreciate seeing what a particular piece of clothing looks like on a model. We’ve mentioned trendy women’s clothing line Nasty Galbeforeon this blog because of their masterful use of social media, but they deserve another shout-out for their interactive product displays.
Nike and Vans let customers personalize their products into masterpiecesPerhaps the apex of interactivity when it comes to product listings is to let your customers design the product itself. Apart from giving a customer exactly what he wants, this kind of product listing pays off because the customer is investing their time and creativity into creating the product of their dreams. Nike and Vans hit it on the head in similar fashion.
Now it's your turn
Try seeing what you can do to create a more immersive, interactive experience on your product page. It might not seem intuitive at first, but there’s probably a way for you to place your items for sale in a context that will make customers more aware of how your product can help them. If you’re stuck on how to come up with a product page that’s as user-responsive as the ones you’ve seen here, we’re always open to offering you suggestions!