Hawaiian-inspired jewellery brand Purelei recently worked with By Association Only (BAO) to create a unique and interactive product page for its 2023 advent calendar.
This got us thinking about bespoke product pages in general – what they might look like and what benefits there are to them for both consumers and brands alike.
Technological advancements are making it increasingly hard to impress and maintain the interest of potential customers – now, more than ever, product pages need to work hard to attract and captivate audiences.
But gimmicks won’t cut the mustard – an effective product page should be interesting but also informative, communicating efficiently to increase conversion rate and ultimately boost sales.
In this case, Purelei – a brand that has worked with BAO since 2017 – wished to promote its 24-piece advent calendar containing jewellery worth €785.
Available in gold, rose gold and silver, the jewellery is housed inside a decorative box featuring five smaller boxes and a pull-out drawer designed to take you “on a journey through the world of Hawaii's five elements: earth, air, fire, water and aloha."
To showcase the decorative box, the product page consists of various elements.
When users first land on the page – which was designed by Purelei – they see a still of the boxes with a list of five key benefits and a quick add-to-bag functionality.
There is also the option to enter a competition to win a trip to Hawaii – a lovely way to grab customers’ attention.
As users begin to scroll the still image comes to life becoming a full-page video showing the box being opened.
In fact, the “still image” is a frame from a video, the playback of which is controlled by the user scrolling up and down the page. There are two versions of the video: one for desktop and one for mobile, with the appropriate aspect ratio for each device.
When they reach the end, animated content blocks have been added over the video which allows the user to click on individual pieces of jewellery to find out more.
Purelei can control the main video as well as the content blocks, including the scroll speed, at what point animations appear, the positions of the animations and the images, all from the Shopify admin.
This dynamic content also means that the product page could be reused in the future for a different product.
When the user scrolls past the hero video the full product description is displayed, a Shopify 3D model render of the advent calendar is shown as well as an extra quick add-to-bag functionality.
This 360-degree model allows users to interact with the product, rotating it at all angles and zooming in to view it up close.
The product page also features prominent customer reviews, an extensive FAQ section, and a video showcasing the advent calendar in real life.
This is just one example of a bespoke interactive product page – a page that keeps you hooked and wanting to explore further. Other ways you can make your product pages engaging include:
As highlighted by this Purelei example, videos are a brilliant way of bringing a page to life and engaging your audience. They increase time on page and if interesting can reduce bounce rates.
The same goes for animations – they also bring product pages to life and are a cost-effective way to create dynamic content.
Quizzes are a great way of engaging your customers, increasing browsing time, and potentially ensuring they choose the right product too.
Hair care company Chämpo, for example, uses a quiz to determine its customers’ hair type and consequently which shampoo and conditioner they should buy.
And it goes without saying that this type of data is super valuable to brands too, making everyone a winner.
Embedding your social media accounts onto web pages is a fantastic way of allowing existing customers to promote your pieces in a fun and engaging way.
Jewellery brand Astrid & Miyu does this really well, pulling in its tagged Instagram content under the name “Astrid & You.” Why not let your satisfied customers do the hard work of increasing conversion rates for you?
Connect with your customers and make them feel valued by giving the the chance to share their opinions and give feedback on your brand via feedback forms.
By Association Only is the Shopify Plus agency for the world’s most design-conscious luxury brands. Get in touch to discover how our team of experts can support your brand’s Shopify ambitions.