Online retail environments have become a stage where product presentation is a decisive factor in consumer purchase decisions.
Consumers no longer rely solely on traditional advertising methods; they evaluate products based on how well web pages communicate both information and experience.
By investigating multiple dimensions of the online customer experience, this article provides a framework for building product pages that resonate with today’s consumers. The insights shared here will pave the way for a deeper understanding of how subtle changes in design can lead to improved customer engagement and, ultimately, better sales outcomes.
Background: Research on Effective Web Page Design
A study by Bleier and colleagues provided a comprehensive investigation into how various design elements affect online customer experiences. Instead of examining a single feature in isolation, the researchers studied 13 distinct elements—ranging from product descriptions to visual imagery—to see how they interact to shape consumer behavior. The research highlights that online experiences consist of multiple dimensions rather than a one-dimensional flow of information.
The study adopted a systematic approach by testing different combinations of design elements across various product types. This method allowed the researchers to map how consumers process information on product pages and to understand which aspects drive purchase decisions.
The Four Dimensions of Online Customer Experience
The four dimensions outlined below establish the foundation for understanding how various elements on a product page can shape consumer perceptions. To further illustrate this interplay, the complete table below maps all 13 design elements against these dimensions, providing marketers with a detailed framework to tailor their content according to both product type and overall brand strategy based on the findings of Beier et al.
#1 Informativeness
Informativeness refers to how well a product page delivers essential product details that assist consumers in making informed decisions. It involves cognitive processing and the presentation of objective facts. Elements such as detailed product descriptions, bulleted features, and comparison matrices work together to reduce uncertainty and assist shoppers in evaluating products. According to the study, increasing the level of descriptive detail and incorporating structured information (such as tables comparing products) can significantly enhance perceived informativeness.
#2 Entertainment
Entertainment focuses on the emotional appeal of the product page. It is not simply about providing information but about making the browsing experience enjoyable, i.e. fun. This dimension is particularly effective for products where emotional engagement can trigger positive purchase intent. Research in emotional branding dynamics shows that when consumers experience an emotional connection with a product, their purchase intent may increase threefold compared to purely rational evaluations.
#3 Social Presence
Social presence is about establishing a sense of community and human connection through the product page. Incorporating elements such as customer star ratings and lifestyle images can evoke the feeling of interacting with a group of like-minded consumers. The study found that design choices that convey authenticity and warmth can lead to a stronger sense of trust. This effect is enhanced when consumers perceive a brand as not only reliable but also as one that values human interaction.
#4 Sensory Appeal
Sensory appeal covers the visual and auditory cues that stimulate the senses. Although online environments limit the scope of sensory experiences, high-quality images and videos can evoke a sensory response similar to that of physical product encounters. For instance, close-up images that highlight product features and well-produced product videos can simulate the experience of touching or seeing the
Interplay & Impact
| Design Element | Informativeness Impact | Entertainment Impact | Social Presence Impact | Sensory Appeal Impact |
| Linguistic Style | Moderate | Moderate | Moderate | Low |
| Descriptive Detail | High | Moderate | Low | Low |
| Bulleted Features | High | Moderate | Low | Low |
| Return Policy Information | Low | Low | Low | Low |
| Product Feature Crop | Low | Moderate | Moderate | Moderate |
| Lifestyle Picture | Low | Moderate | High | Moderate |
| Picture Size | High | High | High | High |
| Product Video | Low | Moderate | Moderate | High |
| Customer Star Ratings | Moderate | Moderate | High | Moderate |
| Expert Endorsement | Low | Low | Low | Low |
| Comparison Matrix | High | Moderate | Low to Moderate | Low |
| Recommendation Agent | Moderate | Moderate | Low | Low to Moderate |
| Content Filter | Low (or slightly negative) | Low | Negative (reduces presence) | Low |
A Practical Design Guide for Marketers
For marketers looking to improve the effectiveness of their online product pages, the following strategies are recommended
- First, conduct an audit of existing digital content. Evaluate each design element using performance metrics that align with the four experience dimensions. Identify elements that consistently contribute to customer engagement and those that require revision. It is advisable to measure performance through direct feedback and conversion rates, thus enabling data-driven decisions.
- Second, focus on integrating multiple design elements that complement each other rather than relying on isolated features. A product page that combines detailed product descriptions with high-quality visuals and interactive components creates a holistic experience. For instance, an online retailer may decide to upgrade product images and include customer reviews to strengthen social presence, while simultaneously enriching the factual content for better informativeness. We recommend letting an expert in web design services handle the seamless blend of visuals, content, and interactive features into a cohesive experience.
- Third, consider the nature of the product and the brand’s reputation when designing the page. Adjust the emphasis on specific elements accordingly. For search products, prioritize the clarity and completeness of factual information. For experience products, increase the emphasis on visual and emotional cues that help mitigate uncertainty.
- Finally, maintain consistency across different channels and platforms. A unified approach to design enhances brand recognition and builds trust among consumers. This strategy should also extend to mobile platforms, ensuring that the consumer experience is seamless regardless of device or browser.
By following these guidelines, marketers can craft product pages that not only deliver necessary information but also build an emotional connection with consumers.
For example, a product page with a well-structured layout, high-resolution images, and a conversational tone is more likely to build trust among consumers. For search products—where customers rely on factual information—the informative aspect is more pronounced. In contrast, for products that require a sensory evaluation, visual and emotional cues become more significant.
Future Trends in Online Customer Experience
The evolution of online customer experience continues to be driven by advances in technology and shifts in consumer behavior.
Emerging trends include increased personalization, where artificial intelligence and machine learning techniques are used to tailor web content to individual preferences. As consumers become more discerning, the demand for personalized experiences that match their unique interests is expected to rise.
Additionally, advancements in multimedia technology are expanding the ways in which sensory appeal can be delivered. For example, virtual reality and augmented reality tools are beginning to offer immersive product experiences that provide a quasi-physical interaction online. These developments are likely to reshape how consumers evaluate products and make purchase decisions.
In terms of emotional branding dynamics, research indicates that emotional responses significantly influence purchase decisions. Neurological studies have shown that emotional cues in marketing can increase purchase intent markedly. Marketers are exploring methods to stimulate these responses without overwhelming the consumer, balancing rational product evaluations with emotional triggers such as compelling narratives and sensory-rich visuals.
A key takeaway is that the future of online customer experience lies in the integration of various design elements with emerging technologies. Marketers who remain alert to these changes and invest in innovative content strategies will likely see continued improvements in customer engagement and brand loyalty.
Last Remarks
Marketers and brand strategists now have at their disposal a detailed guide that maps the relationship between design elements and customer perceptions. This comprehensive understanding can be applied to create web pages that not only inform but also build an emotional and social connection with consumers.
Marketers are urged to revisit their current strategies, identify areas for improvement, and implement changes that align with the multidimensional framework outlined here. With ongoing assessment and adaptation, brands can ensure that their online customer experiences are both effective and memorable.
In summary, the interplay of informative, entertaining, socially resonant, and sensory-rich design elements offers a powerful approach to influencing consumer behavior. By employing a comprehensive strategy that addresses each of these dimensions, brands can create product pages that not only meet but exceed consumer expectations.
References:
- Bleier, Alexander et al. “Creating Effective Online Customer Experiences.” Journal of Marketing 83 (2018): 119 – 98. https://www.semanticscholar.org/paper/Creating-Effective-Online-Customer-Experiences-Bleier-Harmeling/eb4fe2320ef07bf1f7c091ff65bf0d0360657df9
