Top 10 Direct-to-Consumer Brands you need to benchmark your product page

Showcasing your products the right way is highly significant in any business. As we’ve mentioned in a previous article, presenting your products on your e-shop is just like visual merchandising in a physical store. It is crucial to your business’ growth, as it directly affects your conversion rate especially those people who would add your items to their cart and progress onto your funnel. 

So in developing your online store’s product page, try asking yourself these questions: ‘What are the things that I should consider in terms of design and structure?’ ‘How should I present my product range?’ ‘What are the details that my customers are looking for?’ ‘What does it take for them to purchase?’

We know that it can be stressful but the best way to go is by doing benchmarks! 

“But with what brands?” 

With the top 10 Direct-to-Consumer brands that we’ve reviewed and was able to gather all the juicy details you need in setting up your e-shop’s product page! Whether you are an entrepreneur in beauty, fashion, lifestyle, or food & wine — we got you covered. Check out our list below to find your perfect match:

Get more out of this article!

Enjoy a free copy of our ebook about the ‘Top 10 Direct-to-consumer brands you need to benchmark your product page’ that you can share with your friends, colleagues and business partners.

Download your copy right here!


BEAUTY

With a big competition out there in a highly saturated beauty market, how can you showcase your products and increase your website’s conversion rate? Here are some benchmarks to check out:

  1. Glossier

Glossier is one of favorite brands as a benchmark because it resonates with today’s digitally native market. When it comes to their products page, we love how everything is categorized according to product type and product use. For brands that offer a wider range of products, this is the best way to go when presenting you merchandise. 

Another thing that we love about Glossier is when you hover your cursor over the navbar, you can already see the featured products that you might be looking for. This is what beauty consumers want to see, something that is straight to the point and convenient for them. 



When you go directly to a certain product, we also love how they already summarize the information that beauty consumers need when it comes to skincare and make-up. Aside from the fact that being informative is good, it also speeds up the journey of the consumer in your e-shop and this will entice them to purchase right away.

  1. Iconic London

Iconic London is one of today’s beauty brands that Hollywood celebrities and top models swear by. With that, it is very important to showcase your products in a manner that will entice the massive following of these personalities to purchase your product. 

Just like Glossier, Iconic London already categorizes and summarizes the information needed by the customers right then and there. For make-up products that have a wide color range, we love how Iconic London placed colored-shimmer buttons to help customers choose the right color for them. Today, it is very important for customers to visualize what you are trying to sell them, especially if they can’t go to a store due to the pandemic. So if you happen to have a huge color range, try making these buttons on your product page!

See how they position the color palette options in both desktop and mobile versions:


Lastly, product usage is super important to showcase especially in beauty products. Try creating videos on “How to use” your products and link them in the product page. This is also a good way to redirect your customers on your other platforms such as Youtube, Facebook, or Instagram. 

See how they incorporate the usage instructions video on both desktop and mobile versions:




  1. Nidē.Co 

Nidē.co is a fast-growing French skincare brand that has built a strong following for its star products such as Fesse Time, Happy Hours, and Oh My Periods, as well as its unique business model where they allow their community to vote for products they’d like to produce next. 

Nidē.co’s website is actually one of our projects and we are proud to showcase its fun, informative, and very easy to navigate landing pages. We love how you can see all the information you need about the ingredients, what their founder has to say, and as you can see — it’s all very visual too! 

Let us know how we can help you!

  1. Native

Native is one of those unisex body care brands that we love because they were able to translate their brand identity through a functional website. We love how customers can easily customize their chosen products from the scent to their delivery options. We also really like how they showcase the information about them being an eco-friendly brand. 

Native would be the perfect benchmark for beauty brands that cater to all genders. 

FASHION

Due to the pandemic, just like beauty products it has been difficult to purchase clothing without actually seeing how it looks in person and how well it fits you. If you are one of the struggling fashion retailers, here are some benchmarks to check out and see how are they solving these problems from a digital standpoint: 

  1. End clothing

UK’s End Clothing is one of the most popular Direct-to-consumer brands not only for what they sell but also for how convenient their website is for consumers. Probably one of the top concerns  is the sizing of a specific item and how can they virtually assist their customers, right? 

End Clothing provides every single detail you need on their products page, even the size and height of the model, so customers will have a full picture of the item without having to see it in person. 



  1. Skims

Since Kim Kardashian’s ‘Skims’ aims to provide solutions for every body type, it’s crucial for her customers to visualize what they are getting online. Just like End Clothing, Skims provides a detailed description about the products most especially when it comes to sizing. Interestingly, Skims showcases this by having a “See in your size” feature where customers can picture how a certain item would look like on them by using models that vary in shapes and sizes. 


LIFESTYLE

Lifestyle brands and products are also getting a lot of attention nowadays because of the increasing interest of people over selfcare. You’re probably one of those new entrepreneurs in this business so here are the benchmarks that you can use when setting up your product page.

  1. Casper

Casper is one of the brands that offer lifestyle products such as pillows, mattresses, beddings, and more. As plain and simple as it seems, these are important items that people spend money for because they need long-lasting quality products they can use at home. Therefore, credibility is an essential detail to highlight in your product page. Aside from the description, Casper showcases brief yet concise details that could convince your target audience to purchase such as the example below. 

  1. Warby Parker 

In another different type of lifestyle products, we have Warby Parker — an eyewear brand that offers their online customers a unique way to sell their products. Just like clothing and make-up, it can be difficult to sell your items without having to try them in person. Warby Parker offers digital tools on their product page to see how well a certain item fits a customer.

First, is they have this online quiz to assist clients with picking the right frame for them.


Followed by that, they also have a “Home Try-on” feature in the products page to help the customers gauge the right size frame for them. 


FOOD & WINE

Of course, we’re not forgetting the common thing that everyone loves — food and wine. A lot of start-ups right now venture on this business because almost everyone loves them but if it’s through an online platform, what are the best ways to present your merchandise? Check these benchmarks below. 

  1. Menada Winery 

Aside from it’s beautifully designed website, we love how Menada Winery showcases the details and tasting notes that wine lovers need to know in a brief and concise manner. For start-up businesses venturing in this business, Menada Winery is a good benchmark to see how you can showcase all the details of your bottles in a quick and understandable way. 


  1. Fromages

Fromages is a popular cheese retailer and their product pages offer you with all the info you need from the history of a certain cheese, it’s origins, tasting notes and all the way to the specific nutritional details. For online food retailers whether it is cheese, canned goods, baked sweets, or even perishables, it is essential to showcase these details on your product page and you’ll not only gain sales but also win your customers’ trust and loyalty. 


LET’S WRAP IT UP!

So to give you a full picture, not everything will work for your business. It always depends on what kind of products/ services you sell, your product range, and your target market. It’s best to always A/B test which one works best for you. However, we’ve rounded up a checklist that should keep in mind for your product page regardless of the other factors that must be considered:

  1. Keep your description brief but concise. If more information is needed, you can always go for an expandable link.
  2. Use icons, emojis, or images to summarize other information and details.
  3. Always and always include your reviews and make sure you show your ★★★★★
  4. Make sure to always keep the ‘Delivery & Returns’ link beside your add to cart button. 
  5. Use this page to showcase your other products or services related to product/ service being viewed. 
  6. Be creative! Customers give a very high regard to a website’s visuals. It resonates to your brand identity so make sure to stand out!

What type of business are you into and did you like our benchmarks? Let us know and if you need any help, don’t hesitate to schedule a call with us and let’s help you grow your business!

Loved what you just read? 

Follow us on Instagram to get a weekly dose of our fun content! Don’t forget to subscribe to our newsletter as well for growth strategies that are served fresh out of the oven.

Auteur : 
Mehdi BOUFOUS
Retrouvez-nous sur YouTube pour des analyses marketing hebdomadaires.
▶ Je m'abonne !
Abonnez-vous à notre podcast hebdomadaire 3615 Marketing.
▶ Notre podcast
Author : 
Mehdi BOUFOUS
Subscribe onYouTube for weekly growth ecommerce best practices.
▶ Subscribe !
Connect with me on Linkedin!
▶ Connect
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

>

Improve your eshop with growth strategies

Your products are awesome. What if we could sell more of them?

Get ready for takeoff & land on your dream e-shop

>

Optimize your conversion rate, again and again

Even when there’s none left, there are still some more

Get more with what you already have

Growth Insights • More articles

The Perfect Email Journey to get back +25% of your lost checkouts

I'm sharing here a proven tactic that drive results to get back at least 25% of your lost checkouts, while the e-commerce average is around 8%.

Read →

Your CRM action plan to take your ecommerce store to the next level [checklist included]

Launching an ecommerce store? You have everything ready, your products, your website, your design - even your analytics? Yupee !But how about your CRM ? In this article, we'll review a simple go-to plan you can start with today to extend your CRM capabilities. Let's dive in!

Read →

Facebook Ads Budget & Profitability Calculator

This calculator will let you know which budget you'll need on Facebook - and if your ads are profitable.‍

Read →

Emails Metrics A/B Test Significance Test

This email A/B test significance test will let you know which version of your email A/B test is the most performant - and on which metrics. Plus, we'll display which recommandations you can take.

Read →

How to Create SEO-Optimized FAQs To Get More Traffic

SEO-optimized FAQ for your eCommerce store gives people the information they're looking for without them having to leave your website or call customer service.

Read →

How Much Does an Ecommerce Website Cost?

The perennial, ever-so-sticky question: How much does an e-commerce website cost? The answers will vary. Also, the answer you don’t like: It depends. 

Read →

eCommerce Personalization Examples & Tactics For Shopify

Personalizing your eCommerce site is a great way to improve conversion rates.

Read →

How to Create FAQ Pages For eCommerce: Best Practices for 2023

Learn how to create FAQ (Frequently Asked Questions) for eCommerce and you’d not only do a service for your potential customers but also save time answering questions (on live chat, email, phone, or otherwise). 

Read →

Programmatic SEO and eCommerce: What are some best practices? 

Search Engine Optimization (SEO) is key to getting your website found and for you to take advantage of the phenomenal use of search engines as the starting point for most users’ journey on the web -- to find answers, to look for information, to compare product A with product B, to look for solutions, to find local stores or merchants, and also to buy. 

Read →

Proven eCommerce Marketing Strategies To Try in 2023

As far as proven eCommerce marketing strategies go, while we use the word “try” in the title, what we really mean is that you “should”. By the end of 2022, global eCommerce will be worth a whopping $5.55 Trillion. By 2023, eCommerce is going to be worth $6.17 Trillion. If anything, eCommerce is only going to get bigger and is a viable opportunity for any eCommerce brand.

Read →

Why Do You Need Landing Pages For eCommerce Sites? 

Landing pages -- unlike regular pages -- help convert better. Use them generously for all campaigns. eCommerce conversions -- along with sign ups with tracking pixels happen on landing pages. Sales happen on eCommerce product pages. All of this is tracked. 

Read →

Big data for Ecommerce Small Businesses

One way to challenge big brands is to leverage data. Which data? Yours

Read →

What is a Good Conversion Rate On Shopify? [& Tips On How to Improve Conversions]

To help boost your Shopify store conversion rates, you’ll need a holistic approach.

Read →

Benchmark - Email strategies you can learn from these DTC Brands

What do customers want to see? Truth is, it really depends on what you offer and how you want to brand your business. Overall, here are the things that we highly suggest you consider when writing your newsletter.

Read →

Growth Blog • D'autres articles

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
▲ hutte • que 2021 soit spécial • réalisé avec attention