Imagine this: you’ve spent half your marketing budget on the packaging for your top-selling product. Now you’ve been tasked to create product detail pages for Amazon, Walmart.com, and beyond. Naturally, you’ll want to use every last one of the assets you’ve developed–the eye-catching product photography, unique logos, and distinctive fonts–for your product detail pages.
If an online shopper is scanning your product detail page, then your product has already been picked off the virtual shelf, so to speak. In other words, your marketing efforts, in the form of promotional sales, billboards, web banners, and advertisements, have already grabbed the consumer’s attention.
Shortcut to the Buy Button
At the product detail page level, your online shoppers are likely scanning for one last piece of info–an explanation of how a proprietary technology will benefit them, or perhaps just a comprehensive list of the packaging contents.
Your job, then, is to provide a clear-cut path to this info, and it is at this point that your flashy marketing assets can potentially lead to visual indigestion. Your images, however well they may have worked on the physical packaging, are like big beautiful fallen trees blocking the online shopper’s path to the buy button.
In case you haven’t already guessed it, what we’re advocating here is minimalism. However counterintuitive it may sound, a minimalist approach to your product detail pages makes a lot of sense.
A certain social networking giant (starts with an “F”) has already proven the efficacy of clean, simple layout, and many manufacturers are following suit with their product detail pages. To see a prime example of this type of layout and hear why we think it’s effective, stay tuned for our SanDisk case study.