Even eCommerce stores with super attractive and high-quality products may often stumble in the product display department. Like a cluttered display with too much information or distracting elements.
Smart and effective product display is a science. It effectively convinces the customer to purchase. It also helps reduce your marketing and advertising budgets by promoting your products.
In this post, we talk about how you can organize your product layout and display to maximize conversions.
15 eCommerce product display ideas to boost sales
As an eCommerce business owner, it’s intuitive to think of factors such as persuasion triggers, impactful CTAs, exit-intent pop-ups, etc. when it comes to boosting sales. However, there is one more important factor that you may be underutilizing—how you display your products.
In this blog, we’ll be looking at just that—creative ideas you can use to display your products and boost sales. Let’s take a look.
1. One-size-fits-all is old school. Categories are cool.
Gone are the days when you could use a template-fitting, static website and get by with it. Now, creative categorization and personalization are all the rage.
In the online world now, people want to easily find what they are looking for, and categories help them do just that.
So, find a way to make categories cool: get creative, build immersive experiences, and look into bringing in interactive elements that will engage your audience.
Lush, for example, has prominently placed categories on the top of the website with sliding banners that effectively showcase the range of products as well as the highlighted offerings.
They also create immersive paths for their audience using category segmentation and curated content. For example, each of the main categories is broken down into subcategories which can be filtered through to browse through their product range.
A great tip here is to always use and highlight content that is on point with your brand language and connects with your audience. For Lush, it is the creative copy that supports their product display page.
- Develop creative categorization for your website—keeping in mind seasonal holidays, mood boards, and product benefits.
- It also helps to prominently display your categories on the top with sliding banners.
2. Treat your copy like an elevator pitch
An important point to remember—one that we love reiterating—is that customers have a short attention span: 8 seconds, to be precise.
That means that you have 8 seconds to pitch your business and impress your customers. You’ve got to be precise. It’s best to stick to the point and get the job done.
That is exactly what IWC does. They use a clever hierarchy of information to present the important stuff—stuff that’ll make you want to read more—and then zoom in to additional details.
This strategy gives IWC a competitive advantage over other brands that spend too much time on their elevator pitch. You take one look at their webpage and you’ll know exactly what they do, what they deliver, and why you should buy from them. That’s the power of precision.
- Take no more than 8 seconds to convey product USPs to gain a true competitive edge over other brands.
- Always use a clear hierarchy of information, prioritizing persuasion triggers and core messaging.
3. Don’t just show. Let them experience.
It’s 2021. Customers don’t just want to see your products, they want to connect with your brand.
One of the hottest strategies for eCommerce right now is to let your customers experience your products and immerse themselves in your culture.
Especially with the launch of interactive features, brands are leveraging this across the world by giving customers the power to interact with products and experience them in a different way.
Take a note from this beautiful example from Free People where the brand offers high-quality product images shot through different angles with the option to hover through.
- Content is always king. Use it well. Take classy pictures, rev up your creative direction, and have fun with it.
- Display your products in a way that doesn’t make it look like you are selling anything. Make it look natural, similar to how you would want it in real life.
- Let customers hover through. Sometimes, they don’t want to commit just yet, and hovering through lets them discover the product without even having to move to another page.
4. Bundle them up
Bundles are the holy grail of eCommerce. They are a simple feature used in order to increase sales for your online shop.
They help to sell more products in fewer clicks. They can also increase average order value, which means more revenue for you.
There are five main types of bundles:
- Product package or kit
- Package discount or tiered pricing
- Market segmentation
Depending on what you offer, bundles can be the secret weapon in your eCommerce arsenal.
Saje does a great job at this: displaying their bundle in a prominent manner that is instantly appealing to the audience.
- Remember: customers like bundles as much as you do. For them, they’re a great way to bag a deal. Use that well & nudge your customers towards the bundles using a creative display.
- Persuasion triggers 101 — highlighting the price drop in red is a great way to bring in some excitement to your display and show your customers how good a deal the bundle is.
Want inspiration? Check out 10 product bundling ideas that actually work (with examples)
5. Less is more. Minimal is key.
Design is one of the most crucial and essential factors in making your product display look good. After all, if your website does not look appealing, you will lose customers, right?
But design is not the only thing that matters — functionality and efficiency do, too. That is why it’s important to display your products in a manner that is not only good looking but also efficient.
Sure, go ahead and play around with illustrations, fonts, and all other pretty things. But also keep it clean. Display your products in a manner that is minimal and draws attention to what’s important.
If you need inspiration, Makr does a great job at this.
- Catch their attention. A minimal display draws eyes to what’s important: the products.
- Avoid using too many contrasting elements, heavy colors, or too much text. Keep it simple.
6. Recommendations always work
Product recommendations serve two primary purposes:
- Help brands showcase more of their products
- Make it easier for customers to find products they’d like
No wonder, product recommendations bag a valuable conversion rate. But, you also need to ensure that they do their job well: display them well, show relevant suggestions, and offer recommendations that will be valued by the customer.
Another good way to display recommendations is to highlight what other customers liked. That’ll bring in serious social proof points.
This example from Stelladot will show you what we’re talking about.
- Use complementary product recommendations to cross-sell your range to customers.
- Leverage the power of social proof by highlighting what other customers are buying, and in turn, increase your average order value.
Hey, you’ll love this: 17 Surefire ways to upsell in eCommerce & increase average order value
7. Reinforce decision making with customer reviews
Shopping online is easy, but shopping online from a brand you don’t know much about? Not so much. That’s where social proof comes in.
As a customer, you’re much more likely to finish a purchase when you know that other people, real people, have used and liked the product.
So, it only makes sense that as a business owner, you leverage this pot of gold. That’s exactly what REI does: they let their customers do the talking — and the proof is in the pudding.
- The key is in the details. Encourage your customers to leave detailed reviews, with pictures if possible. That’ll only increase your credibility.
- Offer incentives to your customers for leaving reviews. Maybe a bunch of points, a sweet little deal, or even a freebie on their next order?
- Be sure to include a scale for ratings as well. Ratings help potential customers quickly analyze whether they’d like to know more about that product or not.
8. Make your CTAs fun. Spark interest with creative content
It’s no secret that the generous use of subtle CTAs, like the product recommendations list, has a substantial effect on conversion rate.
However, here’s an idea with which you can make your CTA stick out: it’s time to break the ice and use some humor! In true Madewell fashion, they use clever copy & a clear hierarchy to encourage the audience to shop.
After all, having great conversions on your site is good, but having fun while doing it is better.
That’s because if people are enjoying themselves on your site, they are more likely to stick around longer. If they’re having fun on your site, they are more likely to convert into sales!
So, make the experience fun: keep the flow easy, keep everything within reach, and make the customer journey hassle free. Take a note of how Madewell offers their “perfect, vintage jean”.
- Your brand has a personality. Flaunt it. Just like Madewell does above, build a narrative and align your CTAs around them. For eg, shop the story.
- Make each product pitch aspirational, one that encourages the audience to shop now. Convince them with CTAs such as Make ‘em yours.
Puzzled? Check out 21 ways to create call-to-action buttons that convert
9. Sway them with videos and AR experiences
It’s the digital age. Make good use of it.
New technologies are changing the way the market works. People can now get authentic experiences from the comfort of their own.
With such technology, the possibilities are practically limitless and brands like IKEA and Crate & Barrel are leveraging them to their advantage.
For example, Crate & Barrel uses AR to help customers envision how a piece of furniture will look in their home.
- Video content goes a long way in boosting customer engagement. Use it well. Develop installation and how-to videos to further aid the customers’ decision making.
- Use augmented reality for an elevated experience that allows customers to truly connect with the product. Have a view-in-room option that lets them virtually experience the product in their own home.
- Leverage augmented reality to boost in-app purchases and make the customer journey seamless.
10. Offer them a downloadable product sheet
The product sell sheet is like a good, old-fashioned sales pitch that every entrepreneur once used to use — and still does at times.
What a website captures in multiple pages a sell sheet collects in one PDF. This is one detailed PDF that offers a true insight into your business — product USPs, benefits, value propositions, and everything else.
When used in tandem with a dedicated landing page, these product sheets can be used to cater to several levels of audience segmentation and offer each other exactly what they need.
Dole Food Service uses several brochures & sell sheets to cater to each category of their customers. They break it down into Full Product Line, K-12, Healthy, Frozen Fruits, etc.
Inside, they follow it up with unique information on each product: features, benefits, value propositions, and more.
- Make the content useful. It should not only be an extension to your website but also offer additional information that makes it appealing to potential customers.
- Remember to cater to all levels of your audience — and cater to them in a manner that is appropriate for that audience group.
11. Clear their doubts with FAQs
If you own an online store, you know how challenging it can be to answer all your customers’ queries — especially if you have to do them all yourself. That’s where having an FAQ page helps.
An FAQ page is a great way of being there for your customers by answering their most common questions in a place that is convenient for them to find.
A classic FAQs page provides quick answers to the most common questions about your services, products, or business. However, you can go one step further and break this down into categories, segment it into audiences, and make them easy to filter through.
Check out how Skinny Dip does it with clear, well-distributed categories that spread across the full realm of customer inquiries.
- Keep the page neat and clean. When someone’s coming in with doubts, they’d like it to be solved quickly and easily. Having a well-structured page will help you do just that.
- Maintain three crucial elements: lots of negative space, a clear search button, and detailed answers. That’s all you need for a killer FAQ page.
12. Complete their journey with the product detail page
The product detail page is the culmination of the journey, the wizard. This is where the buying decision is finalized.
It contains everything a visitor needs to complete their purchase like price, stock availability, product description, and customer reviews. Customers can see what they are getting for their money, read any reviews customers have posted, and checkout with ease.
Once they land here, you know it’s a done deal — but you have to close it well. Check out this example from Rocky Mountain Soap that highlights all the important stuff: product details, customer reviews, value propositions, and more.
- Pitch to win. Treat your product detail pages like a closing pitch — ensure they have everything customers will need to finalize their decision. Make it as tempting as you can.
- Take them on the buying journey, giving them all the information they’ll need to seal the deal: price, description, customer reviews, and most importantly, the option to checkout.
Have you seen this? 20 best product page design examples in 2021 (+ expert advice)
13. Personalize their display based on their needs
The aim of any eCommerce site is to help customers find and purchase products easily. Your display needs to reflect that.
The more complicated your interface is, the less likely it’ll prompt customers to complete their buying journey.
Flashy websites are all the rage — but they can often hinder the buying process. Instead, opt for something that’s simple and clean, fast and efficient — something like Hollister has.
- The faster your checkout process, the better. So, prioritize things like customer journey, sort and filter options, prominent offer displays, and fast and easy loading.
- Personalization is critical. It helps you deliver the best possible experience to each and every one of your customers, allowing them to find exactly what they're looking for: product information, shipping options, payment options, etc. And what does that bring you? Faster checkouts.
14. Showcase your best first
In eCommerce websites, amidst the clutter of content, products, brand, CTAs, one thing stands out: the best.
When you add a bestseller tag to your product, people are instantly drawn to it — if only to know why and what makes it a bestselling product.
So, show them off. Display them in a prominent place, and make sure they get the eyeballs they deserve. Above-the-fold is always a good idea. That’s what Ace Jewellers banks on.
They not only display their bestsellers range above the fold but also follow it up with Bestseller tags on each product detail page.
- Make the Bestseller tag eye-catching but not flashy. It should look classy and match the vibe of your website.
- Throw in another persuasion trigger to make the deal even sweeter. Match your Bestsellers with limited edition offers, only X piece left tags, and more.
15. Incentivize your display with limited period offers
One of the most important aspects of running an eCommerce store is to incentivize your audience, and limited period offers are a great way to do this.
There’s often a deadline to such offers and, as in the case of any deadline, there’s an urgency to finish the task i.e. finishing the purchase.
When you enhance this experience with a catchy offer, vibrant design, and prominent display, it only makes things better. For example, Bassett. Don’t you love how they’ve done this?
- Have a deadline-based offer and a timer that counts down to it. Nothing better to create that sense of urgency.
- Keep a separate landing page for the offer, so you can not only track metrics but also give your customers a chance to check out quickly.
- Check out Limited Time Offer: 10 compelling examples + how to copy them
And there you have it. 15 cool ideas for you to be inspired from. Check them out, get inspired, and keep this page bookmarked for future reference!
Most importantly, remember to make it yours. There’s nothing more appealing to your audience than a unified, brand-focused identity that speaks to them. Make them fall in love with your brand.