Picture this: you’ve spent the time and money on a new PPC ad campaign and taking great photos of your products. Now, you’re getting lots of targeted traffic straight to your product pages. What’s greeting these potential customers? Are you proud of it?
Getting your web store’s design just right helps you convert more of these new visitors into customers. A look and feel that fits your brand can be hard to come up with on your own, so we’ve put together this list of six solid examples from some of the world’s leading online retailers to help inspire you.
Apple is known for its minimalism, and its website is a great example of that principle in action. The site uses clean lines, ample white space, and a simple product grid to create a sleek and modern user experience.
As you scroll through the landing page, Apple shows off its suite of products with a few short words, letting the high-quality product photos do the real talking. The result is a landing page that’s both stylish and informative.
Apple’s website is also designed to be responsive, so it looks just as good on mobile devices as it does on desktop computers. And with more and more people shopping on their phones, that’s an important consideration for any ecommerce business.
When users click through to look at products, the resulting product pages are clean and easy to navigate. They’re also animated—they don’t follow the linear scrolling of most websites. Instead, they let users scroll up and down (or use their keyboard arrows) and click on elements as they move between products.
Minimalist design, like Apple’s, is characterized by grayscale colors, simple, clean typography, and a focus on functionality. Those are also helped by using strong photography, vibrant animations, and occasional bursts of color to add visual interest without compromising the site’s clean design. Just remember to keep the user experience in mind—a minimalist design can be difficult to navigate if you don’t have a clear hierarchy of information.
2. Bold and Unconventional Layouts
Nike’s Air Jordan product line is one of the most famous in retail history. So, when the company built a new landing page, it needed something that would do the shoe’s legendary reputation justice.
The landing page is built around a screen-sized black, blue, orange, and white collage that includes three separate images. On the left-hand side, Nike athlete Luka Dončić is shown dunking a ball in an action shot. On the right, he is pictured dribbling a ball in an artistic multiple exposure photo. In the middle, the Air Jordan itself is the star of the show.
Users can click on the image to view the product, or they can scroll down to view additional product lines. The result is a landing page that’s both visually arresting and effective.
Bold swings in design like this rely on an existing recognition of the product, or at least the brand itself. There’s no room for copy with this visual-forward approach, so the product has to be recognizable and appealing enough to stand on its own. If you decide to go with a bold layout like Nike’s, make sure your images are high quality and relevant to your products.
3. Advanced Product Filtering
Nordstrom is among the biggest retailers in the world, so they need a website that can accommodate a massive inventory and an even bigger customer base. And that’s exactly what their website does.
In the retail ecommerce space, one of the most important things you can do is give users the ability to filter and search for products with precision. They need to find what they’re looking for quickly and easily.
Simple websites typically allow users to do this by brand, size, color, and, sometimes, price. But Nordstrom takes things a step further by allowing users to filter by features, material, style, and more.
A user who is looking for a hoodie that is moisture-wicking, under $100, slim-fit, and available in green would have no trouble finding what they’re looking for on Nordstrom’s website. And that’s the whole point.
This type of design would work well for any ecommerce business with a large inventory or offering products with many different configurations and options. Just remember to take your time with fleshing out names, descriptions, and additional information in your product pages so filtering and searching on your store works as intended.
4. Gender Neutrality
Especially in recent years, gender norms have been challenged and rewritten. The reality is that many products are gender-neutral already but are generally merchandised and marketed as either for men or women.
Louis Vuitton’s minimalist design embraces gender neutrality by limiting its product pages to just a product photo and a price. There are a few models used in product shots, but no gendered language anywhere on the page. To see how a product fits on a model, users will need to scroll to a section that includes the brand’s collection photoshoots.
Any brand that sells to diverse audiences can learn from Louis Vuitton’s website design. When designing a gender-neutral website, avoid using colors or images that are traditionally associated with the cisgender binary. And be careful with your use of language—avoid gendered pronouns or terms like “men” and “women.”
5. Prominently Placed Values
As consumers become more aware of the environmental impact of their purchases, they want to support companies and retailers that are not only mindful of that but try to mitigate negative environmental effects.
Patagonia is a clothing company that’s known for its sustainable and environmentally friendly practices. And its website design reflects these values. The site includes several features that highlight Patagonia’s commitment to sustainability.
For example, the site includes an “Activism” page where customers can learn about the company’s environmental initiatives. There’s also a “Repair” page where customers can learn how to repair their clothes instead of throwing them away.
On the front page of the site, a video plays in the background that focuses on outdoor activities and community events. And the copy on the site is designed to appeal to people who care about the environment.
If your brand’s values are every bit as innate to your company as your products, consider taking a similar design approach. Placing your values prominently on your ecommerce site will help quickly convert visitors brought to it by values-based marketing and should also serve to boost customer loyalty and repeat business.
6. Show Your B2B Product in Action
ClickUp is a major player in the project management software market. And their website design reflects the needs of their target audience. The ClickUp home page includes everything the user would need to know to get started with their software, with the interface shown clearly and prominently at the top of the page.
Further down, there are multiple videos that explain how the software works, plus customer testimonials and sections that highlight key features. The site is designed to be easy to navigate by simply scrolling down and clicking on elements of interest.
At the top, the copy is simple, and a CTA button clearly stands out, the latter being a hallmark of quality B2B web design. The site is also designed to be responsive so that it can be viewed and browsed on any device.
When designing a B2B ecommerce website, it’s important to keep the needs of your target audience in mind. Make sure that your product is front and center, with clean colors and background elements that match the branding of your company. Think a little bit minimalist and a good bit modern.
Since so much information comes with these products, you don’t want a website with a visual overload. Keep the copy short and sweet, let videos and imagery show what your product can do, and consider breaking your site out into subpages that focus on features, use cases, or relevant industries that further pertain to details on how to use your product.