Complete instructions for a great product presentation on the web
Do you want to present your products on the web in a way that evokes emotions, creates a strong connection with people and becomes an object of desire rather than a need? That's something that global love-brands like Apple, Tesla and Bose have done.
Fulfilling such an ambition on the web is the goal of any company that sells products. But only a fraction of them succeed. So what are the world's top brands doing differently? How do they communicate? And what separates the great from the good and the mediocre? This article will give you plenty of answers and guidance. But I must warn you, it's a challenging and the only possible path. The bar is high and if you're heading for the top, it's time to go.
We have broken down the websites of the best companies into individual elements. Take a look at them under the microscope.
It's not just Apple that excels at masterfully presenting its portfolio. Let's go through a few examples worthy of emulation to start. We've broken down the market leaders' websites into individual sections from which you can reconstruct the detail of your product later.
Ministry of supply
Is a fashion brand with its own e-shop that can communicate perfectly through text and visuals:
- It prioritises benefits over features
- Makes extensive use of "social proof"
- Prepares photographs and documents not only the product, but also the materials and features
- Publishes client reviews
- Works with related products
- Uses a modular approach to product introduction
Pulsar is a leader among night vision and thermal imaging manufacturers. The website is used as an online product catalogue without the possibility to buy products directly. When introducing products on the site:
- It uses the power of professional product photography and typography
- Produces a range of complementary photography and computer visualizations
- Focuses more on technical details than benefits
- Prioritizes visual communication
- Uses anchor navigation on product detail
- Allows individual model lines to be compared
- Works with PDF manuals and downloadable printouts
- Lists related products at the bottom of the page
Follow the principles that will lead you to a great result
People don't read much on the web, there's no point in overwhelming them with irrelevant stuff. Get straight to the point, say the important stuff in the headline. Avoid descriptive headlines like "Product Features". Read paragraphs of text several times and remove any words or phrases that don't detract from the power or meaning of your message. If there's nothing left to take away, you're done.
Seeing is believing. We all know this - you need to start doing it. Don't allow yourself justifications like "we'll add quality photos later" or "it's hard or expensive to get quality photos". Unfortunately, if you don't have quality photos and videos of your product, you have nothing. Great documents and photos are not just a competitive advantage, but a prerequisite for aiming for the elite of your industry.
Harness the power of "social proof"
Customers don't trust you a priori. Show your clients' comments, let them rate your product, post photos from your clients' Instagram. Whatever your client says on your behalf has multiples more credibility. Don't make up testimonials, it goes nowhere.
Move from features to benefits
Life is emotions, not facts. Apple understood this long ago, which is why they started emphasizing benefits (what the client gets out of it) instead of features (what qualities the product has) in their communications. Benefits are closer to people and emotions, features are closer to technology.
Feature: the 16GB disc in the MP3 player
Benefit: Enough music for an all-night party in your pocket.
Use these type sections
Being aware that each product detail is made up of individual sections will make it much easier to create a great product presentation. Plus, you'll be able to test different variations and gradually refine your "sales-pitch" on the site to complete "perfection".
We have prepared this list of all the sections that a product detail can consist of. Of course, some can be used multiple times on the same page or in different variations and variations. Conversely, there is no need to use all of them for a great product presentation.
- 01 - Imagery including conversion
- 02 - Product benefits
- 03 - Uses
- 04 - Materials, production methods
- 05 - Specifications
- 06 - Photo gallery
- 07 - Highlights
- 08 - Testimonial / Case studies / Reference
- 09 - Emotional / mood sections / fullscreen video
- 10 - Awards and Certifications
- 11 - FAQ
- 12 - Downloadable documents
- 13 - Related / featured products
Fulfill the basic assumptions
All of the above ideas can catapult your product into the sky, but only if you have first met the following prerequisites:
- you are selling a truly quality product that delivers value
- you know very well who your target audience is
- you have set the tonality of your communication
- you have at least a basic CID manual/rules
- you have invested in the creation of quality documents