Explain the material with an annotated macro image
A full-width macro of the knit has leader lines to short claims (supportive, responsibly sourced), making the image the one place the product is explained.
What it is
Under the heading "Breathable By Nature", a full-width macro photograph of the knit with the shoe in the middle carries thin leader lines out to short labelled claims, such as supportive (the cushioning foam) and responsibly sourced (the fibres used in the upper).
Why it works
Material claims are abstract until the shopper can see the material. A macro image makes texture tangible, and leader lines connect each claim to the part it describes, so the explanation is read in the order the eye moves rather than skipped as a paragraph.
How to test it
- Hypothesis
- Adding an annotated macro image of the material will lift add-to-cart rate versus the same claims written as paragraphs.
- Primary metric
- Add-to-cart rate (product page sessions)
- Guardrail metric
- Scroll depth past the section
Related ideas
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