What Nike.com (and Others) Can Teach You About Building Persuasive Product Pages
With product pages, it’s often way too easy to lose sight that the goal is to actually persuade people, and instead, at least from what I can tell on 99% of the eCommerce sites I see, the pages are treated with a very clinical approach.
“Here’s the product sir, I sure do hope you buy it.”
I mean, this page hits the right notes; discounts, large product photos, reviews & testimonials, recommended products… But is there anything particularly persuasive about this page? Nah.
If the goal is to get the person on the other side of the screen saying, “I need this, and you can’t get it into my cart fast enough” then the product page needs to take into consideration all of the tiny things that go into a buying decision.
While there are many aspects that go into being more persuasive, for the purpose of this piece, we’ll be looking primarily at the research behind the visual aspect of compelling product pages.
Making a Strong First Impression
For starters, I want you to consider that research has found that it only takes about 0.013 seconds (13 milliseconds) for the brain to process an image, and that it processes visual information 60,000x faster …read more