When it comes to convincing customers to buy online, technology can be a tricky sell.

During some research on how ecommerce companies encourage conversion at the checkout, I recently discovered that Bose - best known for making speakers with ‘better sound’ - also has better product pages than most.

While there are many other great examples, Bose’s combination of killer copy, slick imagery, and seamless user experience truly impresses.

So, the rest can wait - here’s why I think this brand does it so well.

Layout

Bose doesn’t have to contend with as many products as some technology brands - a fact which immediately makes the shopping experience on its own website far easier.

With just four main categories – ‘Headphones', 'Speakers’, ‘Featured’ and ‘Explore’ – it gives the user space to breathe and browse.

This uncluttered aspect gives the homepage an attractive feel, and while it is a little less appealing in terms of design than the product pages, it is still extremely user friendly.

More importantly, it is easy to navigate, with clear headings to help shoppers find their way around.

Descriptions

While many product descriptions immediately hone in on specs or design features, Bose focuses on context.

I particularly like the fact that it uses clear and concise headings to highlight specific aspects of the user experience.

Similarly, by using a consistent conversational style throughout, it ensures that each product tells a story.

In comparison to other brands like Beats, for example, this sounds far more inspirational.

While Beats' product copy still focuses on the benefits of the product, its short sentences and repetitive structure comes off slightly dry.

In contrast, because Bose places its products in the context of a real-life experience, it enables the user to imagine how a pair of headphones might enhance a specific situation - not just how the headphones work.

By using pronouns such as ‘we’ and ‘you’ – the copy is much more engaging, fluent and personal in tone. 

Essentially, it’s just nicer to read.

Images

Alongside inspirational copy, Bose’s use of imagery is one of the most striking aspects of its website. 

Large, prominent and integrated into each page – the photos complement the words, emphasising the desirable and credible nature of each product.

Most ecommerce sites use one or two large images and resign the rest to a small scroll-through option at the top or bottom of the page.

However, Bose uses imagery as an integral part of its storytelling, showcasing photos so that the consumer doesn’t need to go looking for them.

Despite giving the option to jump down to a specific part of the page, this allows for a much more fluid experience, enticing the user to naturally scroll down instead.

Videos

As I mentioned in last week's stats roundup, one of the most common reasons for basket abandonment is a lack of reassurance that the product will meet the customer’s needs.

In cases like this, videos are an excellent way of helping to improve conversion. 

Bose is a great example of how to successfully integrate them into product pages.

Surrounded by copy, the video is not necessarily the focus of the page, but it is still prominent enough to catch the user's attention.   

By offering a 360-degree view of the product, as well as further contextual information, the customer will feel reassured that the item looks and feels how it is described on site.

Consequently, they'll be even more inclined to place an order.

For more on this topic, read:

Reviews

According to research, 63% of people are more likely to make a purchase from a site that has customer reviews than one that doesn't.

Of course, reviews alone aren’t enough. Navigation, filtering, and sorting are all important.

Bose succeeds on all accounts. With average ratings broken down into separate features like durability, compatibility, and ease of use - it offers a handy snapshot of general user consensus, before encouraging the shopper to find more in-depth information below.

By highlighting the most helpful reviews, both favourable and critical, it also promotes honesty and provides the customer with a balanced perspective. 

Extra info

Bose doesn’t forget the little details either.

With its accessory recommendations, and by going into greater detail in the spec and FAQ sections, it ensures that each page has substance as well as style.

With its combination of useful information and inspiring storytelling, Bose succeeds in giving its customers an all-round better experience.

For ecommerce companies looking to improve conversion, there's a lot to learn from this example.

Nikki Gilliland

Published 6 June, 2016 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

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