8 Strategies for Effectively Presenting Your Product to Website Visitors - Login Lockdown

8 Strategies for Effectively Presenting Your Product to Website Visitors

Travis Jamison
January 5, 2024

You’ve poured your heart and soul into creating a stellar product. It’s innovative, solves problems, and changes people’s lives. But your website visitors still don’t show the appreciation it deserves.

Even the most groundbreaking products can fizzle out if not presented in the right light.

Businesses often make the mistake of thinking that a good product will sell itself. They clutter their website with technical jargon and overwhelming graphics. Often, they create a maze of information that leaves visitors confused and disengaged.

To avoid joining that club, we’ll guide you through eight smart strategies for showcasing your existing product. With a blend of modern web design tactics and powerful product presentation logic, we’ll help you capture your audience’s attention right from their first click.

Allow your audience to see your product in action

When it comes to product presentation, seeing is believing. Your website visitors are more likely to comprehend your product’s value when they can see it in action. That’s where interactive product demonstrations outshine traditional explainer videos. Professional product photography further enhances your product’s visual appeal and impact.

Imagine entering a physical store and seeing a product you like. You’ll touch, feel, and even try it out. That’s the kind of experience you want to recreate online. Interactive demos allow your intended audience to engage with your product in a real-world scenario.

It’s all about showing your product as it solves problems and enhances experiences.

Here’s how you can show your product in action:

  • Develop interactive versions of your product that users can test drive. Let them experience the look and feel, explore features, and understand its value.
  • If applicable, incorporate VR elements to create immersive experiences. These work wonders for products that offer spatial or physical experiences.
  • Schedule live demo sessions where potential customers can join and see your product used in real-time, with the option to ask questions.

One example of this strategy is eTraining, a company offering online workplace safety training. Their website features a robust product demo section. Visitors can preview courses and experience a free training session snippet.

example of interactive content that allows prospective customers to see a product in action

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This approach allows potential customers to gauge the quality and style of the training. It’s a testament to how effectively a hands-on experience can enhance a product presentation.

As visitors interact with their content, eTraining builds trust and raises awareness. The company can expect higher engagement and conversion rates as a result.

Shine a spotlight on industry recognition

Brands are cluttering their websites with claims and counterclaims. Unsurprisingly, only the products wearing a badge of authenticity resonate with discerning visitors.

While reviews and testimonials add value, they often don’t pack the same punch as industry recognition and awards.

These accolades prove your product’s quality, innovation, and reliability. They’re vital in building immediate trust with your target audience.

Here’s how to highlight your product’s industry recognition:

  • Showcase awards and accolades. Display any awards or recognitions your product has received on your homepage or a dedicated section of your website.
  • Tell the story behind the accolades. Don’t only list the awards – add context. Explain what each award means and why your product received recognition. Highlight your unique selling points.
  • Use trust badges. Trust badges from reputable industry leaders can be powerful. They immediately communicate that authoritative figures in your industry recognize and trust your product. (We’ll explore this in more detail below.)
  • Update on the regular. Keep this section updated with the latest accolades to show that your product continues to excel and evolve.

Lanteria, an HR management platform, exemplifies this strategy brilliantly. On their homepage, they feature an “Our Ratings” section. It showcases their industry accolades and ratings.

example of company featuring ratings and reviews on their homepage to build trust

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What makes this effective is the inclusion of links to the sources of these recognitions. Those links help establish credibility and foster customer loyalty.

By doing this, Lanteria also provides verifiable social proof. It reassures visitors that they’re engaging with a top-tier, reputable product.

This approach leverages industry recognition to leave a lasting impression. Lanteria has used it to set itself apart in the competitive HR tech space.

Standardize all your products’ featured images

Your product’s featured image is often the deciding factor in capturing a visitor’s interest. They’re essential for powerful product presentations.

Standardizing your product images ensures a clean, professional look. It also helps with comparing products.

Here are some key points to consider for standardizing product images:

  • Use a consistent style, background, and lighting for all your product images.
    This uniformity makes your website look more organized and professional.
  • Show the whole product. Ensure that the entire product is visible in the featured image. Doing so gives visitors a clear and complete view of what they’re considering.
  • Use high-resolution images to allow for better visibility and zoom-in features. Details matter in online shopping.
  • Where possible, provide images from different angles. Include all images in a carousel. The featured image should be the most representative of the product.
  • Establish accurate representation. Ensure the images correctly depict your product’s color, size, and features.

Shop Solar, a company specializing in solar power systems, nails this strategy on their product category pages. They use a uniform image style for all product categories, which aids in comparison.

Each product features a clear, high-quality image from a standardized angle and lighting.

example of consistent product presentation online

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This approach improves the look of their website, but that’s not all. It also allows potential buyers to compare different solar power systems at a glance.

By standardizing their product images, Shop Solar enhances the shopping experience. They make it more efficient and user-friendly. All this helps visitors make informed purchasing decisions.

Communicate customer value quickly and clearly

We’re living in an age when attention spans are becoming increasingly shorter. Every product presentation needs to include a value proposition that hits home instantly.

Communicating your product’s real-world value is crucial, especially in the realm of SaaS or service-based products, where tangible aspects may not be immediately apparent.

Visitors should understand how your product will enrich their lives or businesses within seconds.

Here’s how to communicate customer value:

  • Have a clear value proposition. Craft a concise, compelling value proposition. It should address the specific needs or pain points of your audience.
  • Highlight the benefits, not the features. Focus on how your product features translate into tangible benefits. For instance, emphasize time saved, increased efficiency, cost reductions, or quality improvements.
  • Use simple, impactful language. Avoid jargon and complex terminology. The simpler your language, the quicker customers will grasp the value of your product.
  • Provide visual aids. Use infographics, icons, or short bullet points. These will help make your unique selling proposition stand out and be easy to digest.
  • Insert testimonials and case studies. Incorporate real-life examples of how your product has added value to existing customers.

Going, a platform offering airfare deals, exemplifies this strategy on its cheap flights landing page. Every section of the page clearly and concisely conveys the potential savings for their customers.

They list price reductions compared to peoples’ expectations, making their core message easy to grasp.

example of a brand featuring price comparisons and cost saving deals

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This strategy is particularly effective for their business model. After all, cost saving is a primary consideration for their target audience.

By highlighting how much customers can save, Going communicates the value of their service. This clarity and brevity encourage quick decision-making and trust in their offers.

Minimize information clutter

The internet is a burning mess of information. Thus, simplicity in product presentation can be a game-changer.

That doesn’t mean cutting off most of your content and leaving your product bare, though. Instead, you should present digestible information that’s not overwhelming.

This approach respects the visitor’s time and cognitive load. It enhances their shopping experience and decision-making process.

Here are some ways to cut information clutter:

  • Prioritize information. Identify the most crucial information about your product and place it prominently. Other relevant details can be available but shouldn’t dominate the main presentation.
  • Use collapsible sections. Collapsible content sections are great for detailed information. They allow visitors to expand and read more only if they choose to. They keep the initial view neat and manageable.
  • Embrace white space. It’s not “empty” space but a powerful tool to make your compelling content more readable. Use it to guide the visitor’s focus.
  • Incorporate intuitive website navigation. Complicated menus can be as off-putting as text-heavy pages.
  • Use headings, bullet points, and different font sizes to create a visual hierarchy. This makes it easier for visitors to scan and find information.

Highlight your product’s credentials with trust badges

Building confidence in your product should be central to your product presentation efforts. One effective way to create assurances is through trust badges on your product pages.

Trust badges are visual elements that communicate the security and reliability of your product and brand.

The Baymard Institute conducted several studies on this topic. It found that consumers have more trust in brands that display trust badges, especially concerning security. These studies highlight the importance of using trust badges to enhance consumer confidence.

Here’s how to incorporate trust badges:

  • Display badges that represent your product’s quality and safety standards. For example: “Gluten-Free,” “Non-GMO,” or industry-specific certifications.
  • Use security badges like “Secured Checkout” or “Anti-Theft Protection.” They help assure customers that their personal and payment information is safe.
  • Badges that promise customer satisfaction, like “Money-Back Guarantee” or “Hassle-Free Returns,” are great for instilling confidence.
  • A “Free Shipping” or “Fast Shipping” badge can significantly incentivize customers.

Take a look at ATH, a sports nutrition supplements brand. They leverage the strategic use of several trust badges on their Lytes product page. They display them not only to highlight the desirable attributes of their products, such as “Dairy Free,” “Gluten Free,” “Paleo Friendly,” and “Keto Friendly,” but also to reinforce their brand image and reliability.

Badges indicating “Fast Shipping,” “Hassle-Free Returns,” and “Secured Checkout” address common customer concerns directly.

examples of trust badges on a digital storefront

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This approach assures potential customers about the product’s quality. It also builds confidence in the brand’s commitment to customer satisfaction and security.

ATH’s thoughtful use of trust badges enhances their products’ perceived value and credibility. Thus, it fosters trust and encourages purchases.

Go beyond the basics with product galleries

Product galleries become key elements of your product presentation strategy when physical interactions with products are impossible.

A well-crafted product gallery should go beyond just displaying your product. It should tell a story, evoke emotions, and help the customer envision the product in their life.

Your product gallery needs to go beyond basic images to capture your audience’s attention. You’ll need to embrace a more dynamic and comprehensive approach.

Here’s how to enhance your product galleries:

  • Include high-quality images from various angles. The goal here is to give a comprehensive view of your product. Then, customers can better understand the product’s design, size, and features.
  • Present the product in various settings or scenarios. Aim to help customers visualize how it fits into their lives or solves their problems.
  • Use videos to showcase your product in action. Videos can show your product’s capabilities in a way that static images can’t.
  • If doable, offer 360-degree views or interactive images. Let customers zoom in or rotate the product for a closer look.
  • Close-ups or annotated images highlight and explain the key product features and benefits.

Check out Breville, a high-end kitchen appliances brand. They masterfully implemented this strategy on their product pages. Note the extensive gallery that includes images of the product from all angles. It gives a thorough understanding of the product’s features and functionality.

Additionally, they incorporate videos showing the appliances used in various settings. Video, better than images, demonstrates their versatility and ease of use.

example of online retail featuring videos

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The approach does a great job of enhancing the visual appeal of their products. It also provides a richer, more informative shopping experience.

By showcasing products in such a detailed and dynamic way, you can help customers make informed decisions. Plus, you can build anticipation for using your products in everyday life.

Leverage the power of customer stories

Customer stories are another incredible asset in the product presentation department. They’re more than mere social proof as they dive deep into how your product or service has positively affected your customers.

They provide tangible proof of your product’s value and efficacy, making them particularly effective in sectors where the primary benefits of a product might not be immediately obvious.

Here’s how to craft incredible customer stories:

  • Feature in-depth case studies. Describe the customer’s challenges and how your product helped. Show measurable outcomes in each case.
  • Use a storytelling approach. Narrate these stories in a compelling, relatable manner. A good story can engage potential customers emotionally, making your product more memorable.
  • Include diverse examples. Showcase a variety of customers from different industries or with different use cases. Doing this demonstrates the versatility and wide applicability of your product.
  • Incorporate quantifiable results. Where possible, include data and statistics to quantify the benefits your customers experience.
  • Make it visual. Use images, infographics, or video testimonials to bring these stories to life.

For a great example, check out Xero, a cloud-based accounting software platform. The brand excels in this strategy with its detailed customer stories. One notable example is their case study on a baking business. It describes the business’s specific challenges and how Xero’s software provided solutions. It’s even complete with data on the improvements.

example of customer case study

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This approach allows Xero to showcase its key features while providing potential customers with a clear, relatable example of how the software can be beneficial in a real-world scenario.

If you’re a B2B business or sell a digital product, consider this method of storytelling. It paints a vivid picture of the product’s potential impact, making it more tangible and desirable to potential customers.

Final thoughts

Whether your business is in the B2B, B2C, SaaS, e-commerce, or any other sector, smart product presentations on your website can make a significant difference in attracting and converting visitors into customers.

By implementing the strategies outlined in this article, you position your product as a solution to experience and a story to tell.

Remember, each element of your product presentation should work harmoniously to create a powerful, trustworthy, and engaging narrative that resonates with your audience.