Business, Design

What is a Product Experience Page and why is it important?

September 26, 2022

Read time 5 min

We all know that the pandemic saw consumer increase in online shopping. People who were experienced online shoppers were clicking ‘add-to-cart’ more than ever, and new audiences started exploring the joys (and tribulations) of shopping online. 

This consumer boom in ecommerce has led to major retailers focusing on conversion-based iterative design, continuously A/B testing their sites in order to increase average order value (AOV). 

At the outset, for people who buy from these sites regularly, there’s no need to change things. But what about the people who relish the shopping exploration journey and toggle between social channels, keeping the tab open for days before making the fateful purchase? What does our current ecommerce landscape have to serve these inquisitive minds?

Enter the Product Experience Page (PXP).

What is a Product Experience Page?

In short, a PXP is the ultimate landing page. It inspires and captivates the shopper, building engagement from the first glimpse. Doing ecommerce well requires retailers to master both the emotional and transactional elements of the shopping experience. The PXP offers the best of both worlds: the optimized transactional considerations of a good PDP, set in the emotional context of really great storytelling.

A different take on the Product Detail Page (PDP), the PXP is stylized, with an emphasis on product storytelling. This is done through a combination of imagery, video, user-generated content, and inspiring copy. Products come alive and elevate the experience to draw the customer into the world of the product or campaign.

We use the PXP to inspire the imaginations of shoppers, bringing products to life in a vivid way. For a PXP to work, the product positioning and consumer validation have to be spot-on. Ideal for higher-ticket and experience-based items, PXPs are the perfect vehicle to deliver both inspiration and reassurance.

If you’re ready for a deep dive into this topic, check out our full guide to the PXP.

How is a PXP different from a PDP and a PLP?

The way that people shop today is not adequately reflected in how most PDPs are designed. People flit between different websites, oscillating between the stages of exploration and discovery. This can mean that when a customer lands on the PDP, they are not ready to commit and add an item to the cart. Offering them a product display page that is focused less on conversion and more on branding helps them understand the product within the context of the brand.

When done well, a PDP can be a state-of-the-art landing page where customers can easily find the information they need. Highly optimized for conversion, a good PDP is tailored to produce a frictionless customer journey. With a modular, component-based, and flexible structure, retailers can localize content and perform the tweaks, customizations, and experiments that lead to a satisfying — and profitable — customer journey. 

PDPs are perfectly sufficient for your evergreen, popular products that sell well from season to season. They may not require much in the way of explanation or extra marketing effort, but a well-designed, responsive, and easy-to-use PDP will serve these products really well.

A Product Listing Page (PLP) on the other hand is designed to display a list of products in response to a category or search term. The primary goal of a PLP is to encourage users to click through to either the PDP or PXP where they can see more information and add items to their cart. While product listing pages are mostly used as a catalog for your goods and services they still play a pivotal role in the overall consumer experience. 

When to use a PXP over a PDP?

PDPs aren’t perfect for every situation, so that’s where PXPs come in.

PXPs are ideal when you need that extra oomph. If a product could benefit from extra buzz or hype, PXPs are your best bet. Here, we’re talking about exclusive drops, limited-edition collaborations, new launches, or major revamps of existing popular products.

As such, PXPs work best for products that are earlier in their lifecycle. As a product matures and starts to decline, PDPs are better suited. This helps to keep the PXP experience fresh for new products.

PXPs work great for products that are in a growth period, being driven by early adopters and forward-thinking consumers. As the product or brand matures, a PDP is perfectly adequate for serving these customers. So when you look at your ecommerce strategy, think of how a mix of PDP and PXP can best serve your range of products and brands. 

What kinds of brands can benefit from a Product Experience Page?

The PXP is all about elevating the way customers perceive your products — and by extension, your brand. That’s why PXPs work best when used for premium brands, exclusive products, and new launches. For example, brands that we’ve developed PXPs with are high-end, known for their distinctive style and quality. Sure, these brands also have more mass-market products aimed at everyday consumers. For those products, we recommend more traditional PDPs. But for the products and brands that you and your customers are most excited about, a PXP really comes into its own.

A PDP that is focused on the product’s benefits, easy to navigate and optimized for conversion, should serve you well. We’ve implemented this product display framework with some of our retail clients, and so far, results have been very encouraging, with reduced bounce rates and increased AOV. 

Turns out, designing for how people like to shop is a win for the online shopping experience. For more detail on deciding whether a PDP or PXP is best, check out our in-depth guide.

Product Experience Page: showcasing the best of your brand

There’s no question that ecommerce experiences have come along leaps and bounds. Sites load quicker, items (generally) have become easier to find and purchase, and marketers keep a keen eye on the incremental improvements they can make to increase conversion and AOV. However, as we have seen, in this highly competitive environment, it’s not enough to just keep up with the status quo; retailers and brands need to elevate the customer experience. And one of the best ways to do this is with a Product Experience Page.

By focusing on the emotional considerations of a buyer’s journey, retailers can elevate the shopping experience with a PXP. When brand, storytelling, and inspired use of imagery, video, and user-generated content are front and center, customers will instantly feel the difference. And you’ll notice it on your bottom line, too.

Download the PXP ebook here.

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