Conversion Architecture Examples for Top E-Commerce Stores – Because lots of e-commerce websites have several products for different target audiences, they’re mostly focused on how to appeal to the various potential customers on that particular page.
Although the homepage of an e-commerce platform may generate more traffic on the site than any other page, it doesn’t directly translate to high conversions.
In fact, according to a study by Monetate, the average conversion rate of shoppers that land on a website’s homepage is less than 2.5%.
This represents a significantly lower number when compared to those who land directly on individual product pages.
Also, according to some reports, more and more shoppers skipped the homepage of e-commerce websites in 2016, landing instead on product pages directly.
In addition, as long tail search and dedicated posts or ads on social media for specific products became more prominent and traffic to product pages continues to soar, their conversion rates have also received a bump.
In a study by Conversio, it was discovered that out of 2,687 stores surveyed, the average conversion rate on a product page is 7.91%.
What this research alone proves is that users who land on specific e-commerce product pages are far more likely to convert.
However, this doesn’t mean that we should pay less attention to homepage optimization. Rather, see it as a wake-up call to put more emphasis on product pages optimization and dedicate more time to promoting specific products other than the entire website.
When visitors land on a certain product page, their intent is unsurprisingly higher than those who land on the homepage.
Your job is to do everything possible to ensure that the potential customers complete their conversion journey by making a purchase.
This can be achieved by addressing their concerns and providing them with all the information they will need to make their decision.
In this article, we will take a look at conversion architecture examples for top e-commerce stores.
Conversion Architecture Examples for Best-selling E-Commerce Stores
Insight into some popular product pages will give you ideas on how you too can optimize your product pages to provide the sort of experience your page visitors are yearning for and thus, increase your conversion rates.
1. British Corner Shop
British Corner Shop (BCS) is an online store in the business of delivering food worldwide. There are some interesting elements about their page which we will discuss below:
Product Overview
When you take a look at the product page, you’ll realize that there is no visible product overview.
However, by clicking on “product information”, you’ll get a drop-down to a detailed overview having all the information you need.
It is a brilliant feature for an online grocery store. This is because many people buy the same type of groceries such as milk, bread, beverages, etc, all the time.
Thus, there’s really no need to flood the page with irrelevant information. However, if you want to go with this product information section concept from BCS, you can include an “Add to Basket” call-to-action (CTA).
Dispatch and date information
As a food shopper, you’ll want some information regarding when your item can be shipped to you.
You’ll also want to know how long the food’s shelf life is. BCS does an excellent job at emphasizing these elements.
In addition to this, they also make it a promise to deliver long-lasting products based on the time a customer orders.
Trust and clarity
Here’s another important element BCS uses to nudge their product page visitors into making a purchase.
By displaying the Trustpilot plugin, they’re proudly emphasizing how trustworthy they are and convincing potential customers to trust them.
Calls to action
Although the call-to-action button or CTA does stand out and is easily recognizable, there are still three other large CTA buttons occupying space on the page and equally competing for attention in terms of size and color – Feedback, Chat, Add to Basket.
You can resolve this by reducing the size of the other CTAs. Also, you can try changing their hues to something way less flamboyant.
2. Pure Cycles
Some products are much harder to sell online than others and bicycles are no different. Although many products can be purchased online rather easily, bicycles require a lot of customization, know-how, additional information, and other details.
Pure Cycle is a fantastic example of an online retailer with a highly specific target audience in mind. And with a somewhat complicated product, they do a great job of providing as much information as possible:
Added to cart notification
The “added to cart” notification is great however, here, it isn’t really noticeable because of the colors (blue and white) which are the same as the CTA button.
Also, notification hardly stands out save for the fact that it basically blocks the “view cart” CTA. So, try to make the elements in your e-commerce site as distinct as possible.
Exit pop-up
Now, this element is a really nice way to remind your potential customers about the items in their cart just before they leave your website.
It works even better if the items in the cart have a discount with a limited time. The exit pop-up can let people know about the deal that runs out in a short time thus, triggering what is referred to as impulse buying.
However, using urgency as a method of influencing buyers may not always work especially if the potential customer still has lots of time before the deal expires.
You’d basically be wasting the urgency factor here as your shoppers will have lots of time on their hands to consider if they really want the item especially if the incentive is poor ($10 as in this case, for an item worth $425).
That’s why it is probably better to mention the percentage of discount shoppers will get rather than straight-up mentioning the exact amount.
Product information
The most important information such as product features, warranties, and shipping, and other additional information about the bikes are placed above the fold.
If you’re going with this style, you may need to create a direct link to the content itself or the sizing chart as it isn’t on this website.
Basically, they’re leaving people to rummage for that content which ought not to be so. Shoppers need links or cues guiding them there.
Images
Pure Cycles is a good example of how to use images to showcase people using the product they sell. With images like this, shoppers envision themselves riding the bicycle, have an idea of the bike’s size and how they can use it.
However, do note that this image isn’t really a part of the core product images. You can only find them when you scroll to the bottom of the page.
Shipping methods and information
Because selling bicycles online isn’t as simple and straightforward as selling sunglasses, shipping and/or assembling your bicycle may be more complicated than having sunglasses delivered to your front door.
Of course, this is a concern many shoppers also have to deal with and that’s why Pure Cycles dedicated an entire section by loading it with detailed shipping information.
This particular section is designed like a pricing page. Thus, it gives you every detail you will need on the different methods you can choose to get your bike delivered.
3. JDSports
Arguably one of the most popular sports retailers, JDSports is another cool example of a best-selling e-commerce store with a dynamic conversion architecture.
Product Image
JDSports product image features an interesting mix of regular images and 3D that displays the shoes from every angle.
For mobile users, this is a really cool concept that works exceptionally as it saves the potential customer from the stress of tapping on several images.
However, the images themselves actually rotate automatically and this can lead to confusion and even create a lot of noise on the page thus, distracting the shopper from what they really want them to do (which is to add to their cart).
In addition, JDSports also has a video of each product which is awesome and works quite well on mobile as well.
Size guide
JD has a rather overwhelming size guide as it requires multiple-choice and extra navigation which many prospective shoppers may find unattractive.
As seen in the image, when a shopper clicks on the size guide link, they’ll be harassed with an unattractive process of picking gender, category, and brand before they are led to the relevant size chart.
For a shopper, this can be rather complicated and it appears you’ll have to go through the same process on both the desktop and mobile version.
So, this is another aspect you should take into consideration if you own an e-commerce fashion store or are looking to have one.
To be honest, it shouldn’t be difficult to identify the item a shopper is looking at and offering the relevant chart that complements it.
Download the app
Lots of online retailers have apps which they also do well to promote on every web page. But, it is no longer news that the majority of apps lose 90% of their downloads within 30 days after being listed.
The reason is that most people who download these apps hardly find any relevance in them after a short while and thus, have them uninstalled under 24 hours of downloading them.
So, if you want to get the highest quality shoppers to download your application, think about where you’re asking them to download it.
New or potential shoppers on the website are not ready to download the app so consider showing the CTA to:
- Returning shoppers or visitors.
- New visitors who have spent a longer time on the website.
- Visitors who have viewed a lot more pages than the average visitor.
- Visitors that have scrolled way above the average scroll rate.
Fortunately, you can gain access to all of these data using Google Analytics and act on them. The bottom line with this suggestion is that people who spend more time looking around your website are more likely to download your application and even less likely to uninstall it.
Persuasion styles
Also, one intriguing thing you’ll notice on the JD page is the notification that appears on the product image showing how many people are currently viewing the product in real-time.
Although we can’t say for sure if these numbers are actually accurate, however, they’ve worked wonders for lots of websites as an urgency influencer triggering an impulse buy mechanism in shoppers warning them that the store may run out of a particular item they may be interested in.
In some cases, retailers have used this persuasion technique as social proof hence, you can see notification tags such as this “many people love this product and you should get it.”
Shipping
In terms of localization, personalization, and banishing any uncertainties tied to shipping price and expected time of delivery, JDSports does an excellent job.
While employing this style, you can consider assisting the shopper a step further by calculating the final price for them.
4. Harry’s
Harry’s is another interesting conversion architecture example for an e-commerce store as they have taken many details into consideration to make the experience a lot more convenient, fun, and memorable.
Trust
On Harry’s product page, one of the first things that will capture your attention is the trust seal “Quality Guaranteed”.
By clicking on it, you’ll get a small notification informing you about your option to return the product within 100 days and get a complete refund.
This is an intelligent way to lower concerns for new shoppers while simultaneously highlighting the quality of your customer service.
Using the icon of a trust seal is a brilliant move that works wonders without even clicking on it. Basically, it increases the trust, reliability, and credibility of your brand.
Simple Customization
Another smart feature on Harry’s is that shoppers are allowed to select the colors of their handles and pick the specific add-on they prefer on their product.
This is a nice minor feature because while a customer clicks on a selected color or add-on, the image on the left switches to your preferred choice. Generally, the whole experience is sleek and quite easy to use too.
Chat
Harry’s also seem to place prime importance on customer interaction as they have a team in place ready to assist you if you have any questions using both an immediate chat option in real-time as well as an email option.
Providing a live chat option on your website would be a brilliant move, However, for the email option, you may try reconsidering it as a conversion tool.
This is because your target is to capture customers when their intent is high and quickly help them complete their purchase.
By giving them an option to contact you via mail, you’re basically leaving them open to exit your website and perhaps never come back again.
Product overview
Not too dissimilar to Apple’s look and feel, Harry’s also addresses the most relevant features of their goods.
Rather than just having a bunch of texts chocked in a single place, they highlight the most important elements of their product and describe them using an attractive image and a concise description.
Do take note that the images of the products are different from the static images we saw above the fold. On the contrary, they are actual images of the products being used.
Providing clarity
When you scroll down to the bottom of the page, you should find a summary of what the package includes as well as extra details and a brief explanation about shipping.
This is an awesome way to provide clear and simple instructions while removing any concerns the customer may have.
If you want to go this route, be sure to manage the placing of the information on the page. Is it positioned at an angle easily reachable by many people?
However, if you prefer to keep it at the bottom of the page, perhaps it would be wiser to include a direct link to the information higher up the page.
Add to cart notification
As soon as a customer adds a product to their cart, Harry’s quickly updates them on its status using a small notification at the top right-hand corner.
Why this is important is that it gives the shopper a fast and easy way to quickly edit their cart, view their grand total, and finally checkout.
5. AO
When it comes to selling electronics and home appliances online, the competition is massive. No doubt, there are several retailers out there selling similar products, some with more competitive prices, deals, and perhaps, even better quality products.
This is why your product pages will have to stand out uniquely in terms of content, user experience, and customer service.
Trust, experience, and social proof
AO stands out by utilizing different methods and providing a trustworthy experience. The techniques below are employed by AO to enhance trust, likability, provide a more secure experience to users:
When you navigate to their product page, you’ll see their price match promise appear both at the page’s header as well as when you double-tap on the name of the product – “We match all retailers, even in the sales”. With this, shoppers are assured that they will get the best price on their platform.
Aside from product shipping being free, customers also get to pick the exact day they want the item delivered to them.
This is an awesome way to personalize shoppers’ experience and equally a big reason why many people would opt to purchase their appliance on this website rather than another.
AO also does a good job of highlighting its 9.5/10 rating on Trustpilot derived from more than 74,000 customer reviews.
The website also highlights the product’s rating of 4.5 out of 5 and the fact that it has been reviewed by previous shoppers 43 times.
Call to action (CTA)
Although the desktop version of this particular product page offers a clear CTA (Add to Basket), on mobile, however, its responsive adaptation may be completely overlooked.
The color of the CTA button is basically the same as the navigation bar and to be honest, actually resembles the website’s footer rather than an actual CTA button.
This is also a result of its shape and also the fact that they preferred to have it across the whole page. In addition, the A+++ seal resembles the CTA button even more than the actual call to action.
Additional information
On their mobile website, AO employs a rather interesting method to display additional content and information.
Instead of having the entire information in tabs that open below or take you to another section on the web page (as the desktop version actually does), they slide in the information making it easier to navigate and while also showing a clear way to close it.
Site navigation and reminders
There’s another unique thing AO does that several retailers don’t. This is the addition of a CTA button that scrolls with a shopper throughout the page.
Take a look at the washing machine page in the image – you’ll notice that it has a lot of features and information.
AO has put a CTA button in place that scrolls while users read that offers a fast way to purchase the product.
In case you’re considering implementing this feature, do keep in mind that the scrolling effect/feature isn’t mandatory. Simply adding extra CTA buttons across the page also has the same effect.
Customer reviews
Indeed, AO presents their customer reviews in a concise and clear way, however, all of the reviews do seem to be extremely positive which rather seems a tad good to be true.
As we reiterated earlier, it’s alright for retailers to have “100% perfect” reviews, however, they can be perceived as being “rigged”. You should consider making yours more authentic by allowing some moderated “negative” reviews.
6. Under Armour
Product reviews
Most people are eager to see reviews, excellent recommendations as well as get opinions from similar people as them.
What Under Armour does is to assist potential customers in reading reviews relevant to them by showing the reviewers’ names, gender, age, height, and the type of athlete that they are.
Aside from helping customers look for similar shoppers like them, they also save customers the stress of searching for the best reviews by allowing them to filter through recommendations based on what matters most to them.
Basically, shoppers can filter based on pricing, photos, ratings, and more.
Sizing chart
Note that Under Armour’s sizing chart cannot be easily viewed unless you scroll through the product page.
In addition, there is absolutely no mention of it beforehand, however, the size chart is shown in a rather simple-to-understand chart.
The chart has also been personalized to the specific product, making it easier for anyone to understand.
There’s a section on the paged referred to as “Product DNA” and it is relevant as it caps off the most important feature of the product.
Aside from that, it also offers to review other products from the same line.
Added to cart notification
Instead of having the notification pop up briefly, the moment you add an item to your cart, you’ll receive a rather large pop-up that covers the entire screen just to notify you that the items were added successfully to your cart or shopping bag.
From there, you are given an option to either checkout or continue shopping while also getting recommendations for complementary products.
One more thing to note here is that their red notification which strangely resembles an error notification, actually informs shoppers about their free standard shipping and free return policy.
These are really cool ways to delete any concerns in the minds of your customers and also improve conversion rates.
If you’re going to use this technique, you can place the notification next to the ‘checkout’ button instead of the “continue shopping” button as the message seems to stand out.
Persuasion technique
Just like JDSports earlier, Under Armour utilizes a similar urgency technique that lets a potential buyer know how many other people are also viewing the product in real-time.
The only notable difference here is that the notification scrolls with you across the entire page as against just appearing briefly over the main page.
7. Chaos
Chaos is a brand that is in the business of selling luxury protective phone cases as well as accessories.
This is already obvious as soon as shoppers land on the homepage.
Although some e-commerce websites have to provide a heavy dose of copywriting to try and explain what they offer and why it’s special, Chaos employs a different method.
They let the pictures do the talking as you can see in the images here. A quick glance at the above-the-fold area of the homepage you’ll see the most important information.
From the image there, shoppers can see exactly what Chaos sells – custom phone cases with dazzling aesthetics.
Homepage
Under the homepage, potential buyers can view and browse through the popular products conveniently.
Popular products
When a shopper clicks or taps on a specific item, they get the option to personalize it and Chaos ensures that it is super intuitive as they walk shoppers through the entire process step-by-step.
For instance, when a shopper clicks on this particular phone case they will be taken to the main product page.
There, they are prompted to pick their phone size, case color, and many more in a seamless process.
Product collection
In addition, there’s a section on the homepage that allows shoppers to take charge and create their own unique Chaos collection and shop for certain looks.
Product details
This particular e-commerce website example is great because it relies heavily on vivid imagery to sell its products.
It also familiarizes shoppers with its products in an impressively succinct manner. The navigation on the web pages is seamless and it excites shoppers’ creativity by letting them create their own personalized products.
Furthermore, it is highly interactive, and with just a few short steps, customers can navigate through the website on their way to completing a purchase.
You’ll need to develop a similarly seamless experience as it is one of the fastest ways to generate high conversions.
8. Nerdwax
Nerdwax sells natural and certified organic ingredients made from beeswax and specially formulated to hold your glasses in place.
If you have ever experienced situations where your glasses or sunglasses keep slipping off your face, then you’ll understand how frustrating it can be.
Nerdwax may be just what you need to resolve the issue. However, let’s take a look at why Nerdwax’s e-commerce website works effortlessly at getting massive conversions.
Upon opening the web page, you’re captured by a simple, yet attractive visual of their product accompanied by some breathtaking bit of copywriting.
Above the fold
If you’re a fan of alliteration, then this should catch your fancy – “Stop slippy specs and sunnies” once you land at the website’s homepage.
Also, you can clearly observe the value proposition “The original glasses wax” in the image up there which serves as a frame of reference
Value Proposition
Within moments of reaching the Nerdwax homepage, potential buyers get an idea of what the brand is into and why they should care.
When you scroll down, you’ll realize that Nerdwax concisely unravels their product, describing that it is produced from all-natural ingredients.
They further highlighted the fact that it is easy to apply and also works on all types of glasses.
Product descriptions
Without having to ponder too much, the description on the page quickly brings shoppers up to speed and explains the key benefits.
Under that, you can find more detail about the product including a picture of what a four-pack resembles and a smartly positioned “Add to cart” button.
Product page
What follows next is some killer social proof that includes not just testimonials from real, actual customers but also features from media outlets like BuzzFeed, Shark Tank, and Lifehacker.
Social Proof
Lastly, everything is capped off with some videos containing answers to their top three FAQs as well as how to apply Nerdwax and other products they produce.
Video
There’s also a video here showing details on the why behind Nerdwax in case shoppers are interested in knowing.
In terms of aesthetics, simplicity, as well as smooth navigation, Nerdwax remains one of the best e-commerce examples that you can get inspired from.
9. Argent
A women’s office wear company that is “changing the rules with smart versatile, vibrant suits and separates that refuse to compromise on quality or personality,” Argent is another interesting example of a best-selling e-commerce store leveraging on a brilliant conversion architecture.
Just like Nerdwax above, Argent also embraces a straightforward approach to their e-commerce store which makes it simple for shoppers to browse through their offerings.
You can instantly recognize the eye-catching above-the-fold content once you land on the page. In addition, it also features a slider that showcases three of its top-selling products.
Shoppers can conveniently navigate all the way to the Argent shop, style guide, starter kit, styling appointment, about page, Argent homepage, all without needing to do any sort of scrolling.
This, with only a glance, potential buyers already have a clear idea of the type of products being sold on Argent and can quickly take the next step.
Under that is a section for shoppers willing to learn more about the brand by clicking on the link.
About page
Clicking on the link sends shoppers to the About page where they can find Argent’s value proposition concisely laid out informing them about its goals and mission.
Top products
Further down the homepage and you’ll see how Argent displays some of its top products. In the bestseller section, shoppers are assured about Argent’s commitment-free Starter Kit.
Pay later option
Here is a powerful example of feeding online shoppers with the right information they need with the use of intelligent aesthetics and brilliant copywriting.
By combining these elements, you won’t have to clutter your web page with irrelevant details.
Features of the Best E-commerce Landing Pages
To round off, there are certain things that the best e-commerce landing pages have in common.
Aside from making their CTA buttons as emphatic as possible, they also target a specific audience and include just the right level of persuasive elements to help a shopper convert. In addition to this, they also:
- Include special offers to reel in more customers.
- Display products in several different ways.
- Create hype for product launches in the future.
- Back up claims with authentic testimonials.
- Place more emphasis on the details shoppers care about most.
- Become more creative when it comes to special promotions.
Conclusion
Although there are tons of other e-commerce product pages out there, we can only pick out a handful of examples to critique.
The bottom line is there is basically no replacement for doing your own research. Indeed, many of the points discussed in this article, both with their good and not so good features, can be relevant for that store in question.
This automatically translates that using the same elements does not mean it would also be right (or wrong) for you.
With this in mind, be sure to optimize your product pages sufficiently. Take out some time to analyze your customer’s actions on the page (using heatmaps on Google Analytics, for example).
Also, try to speak to customers – by doing this, you can find out things that frustrate them.
Furthermore, examine all your reviews – they can give you free insights into exactly what content people are looking for. What will be left for you to do from there is to supply it!
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