The Greats footwear site is effortlessly executing on so many best practices, I just had to pull the whole thing apart here. I was geeking out the entire time, and very nearly ordered all of their product in my exuberance. From landing to checkout, they’ve nailed details that even savvy ecom professionals might miss or screw up. Greats team, my hat’s (and shoes) off to you.
Landing Page: Lets just count up the things these guys are already crushing
Well-executed product photography
Easy to understand product
Streamline path to the next step
Putting your mouse anywhere on the screen brings up the name of the product, and its price, it begs for a click — which of course, is the point.
Product Page: This, too, has a ton of textbook and innovative wins on it.
Interactive product – the thing you think is just the product image, is a 3D rotating feature
Construction – They show the simplicity and detail of the product, and even manage to show it de-constructed, so you an see all the components of the show.
Not 1, but 5 different images of the product on-model
Crisp call to action
Other product (just in case)
Which of course, takes us to checkout. they keep it clean and simple, without any extra needless steps on the way out.
All in all, a masters class in how to get this done. Any retailer without a massive amount of product needs to copy everything these guys do.
Greats team – I don’t know you, but I wish I did. Kudos.
The Krystal Rae site is a gorgeous site to start with, and does a great job of using interesting visuals right off the bat. However, what caught my eye was that while casually scrolling down the page, a picture that I thought was just a normal model/merchandised shot, was actually the entry point to a really cool experience.
As you scroll, the model changes outfits. And as a result, They actually showed off a ton of their product without needing me to click into the shopping section.
Very cool, and definitely a best practice for anyone with an interesting, model-driven merchandising strategy that wants to play with the ever-trendy parallax feature on the web.
Who said you had to get from a landing page to a browsing experience to a product page before you can buy?
The team at Pebble is onto something. While this won’t work for everybody, these guys do a very clean job of putting their introduction, their selling points and even their FAQ onto a single, well organized page that will also take your money (thank you very much)
Site funnels were soooo web2.0. Just get to the point.
(For those of you nerds who are keeping track, I tagged this as landing page AND as a product page as a bonus)
If you ask me, one of the hardest things to do well on the web is to create urgency. Why should your shopper buy NOW rather than tomorrow or two weeks from now? Flash sales are an obvious answer, but don’t work for everyone.
United Pixelworkers have a very cool solution. They just put it out there. Half the stuff on the site, you can’t even buy. It makes it feel like stuff is selling out all the time. In fact, the search bar lets you search through stocked out product.
You might think its counter-intuitive but I think there’s a way any retailer with a bit of turnover can make this work.