About This Webinar
This session brings together insights from LEGO Group, Tribe 47, and eStore Labs to explore how brands can create compelling product detail pages that deliver exceptional shopping experiences. Our expert panel reveals proven strategies for understanding shopper mindsets, leveraging sampling campaigns, and optimising content to drive measurable sales growth.
As consumer behaviour continues evolving, the product detail page has become the critical battleground where purchase decisions are made. This webinar provides actionable frameworks for winning that battle.
Key Insights
Understanding Shopper Mindsets
LEGO's research identified six distinct shopping mindsets that brands must address:
Focus Mindset: Single-minded shoppers on platforms like Amazon, typically buying for specific occasions. They need clear searchability and easy product discovery.
Experience Mindset: Shoppers seeking tactile, research-heavy experiences, often with children. They over-index in toy specialists and require immersive, educational content.
Success requires tailoring experiences to platform strengths and shopper expectations rather than using one-size-fits-all approaches.
Product Page Optimisation Framework
LEGO focuses on four critical touchpoints, with the product detail page driving highest conversion:
Above the Fold Essentials:
- 64% of clicks happen in top three search positions - discoverability is crucial
- Clear, benefit-focused titles balancing features with keywords
- Mobile-first image strategy showing key benefits visually
- Video content optimised for silent viewing with infographics
Below the Fold Engagement:
- Enhanced content pages driving 15-25% conversion uplift
- User-generated content carousels for social proof
- Interactive features like AR and 360° content
- Strategic focus on higher-value, new, or complex products
Digital Sampling Strategy
Tribe 47's research reveals sampling campaigns can drive significant revenue when executed properly:
Ideal Conditions for Success:
- New, innovative, or unpopular products
- Frequently repurchased items (hygiene, food, cosmetics)
- Products with "wow factor" immediate results
- Superior products that overcome specific objections
Smart Campaign Structure:
- Charge for shipping/handling to avoid sample collectors
- Create 5-day trial programmes, not just free samples
- Build 60-day follow-up sequences with multiple conversion opportunities
- Optimise for lifetime value, not just sample acquisition cost
Revenue Impact: Properly executed campaigns can achieve ROI-positive results at sample distribution point, with additional conversions over 60 days.
Content Optimisation Results
eStore Labs' case study with Nestlé Purina demonstrates measurable impact:
Optimisation Elements:
- Mobile-optimised hero images
- Enhanced secondary images with descriptive information
- Revamped A+ content maintaining brand character
- SEO-optimised titles, bullet points, and descriptions
Proven Results: 21% sales uplift from content improvements alone, plus increased cross-selling performance.
Essential Takeaways
- Mindset-Driven Strategy: Understand your shoppers' motivations and tailor experiences to platform strengths rather than applying universal approaches
- Mobile-First Reality: 60% of users only see above-the-fold content - prioritise mobile experience and review assets on mobile devices before approval
- Content Investment ROI: Enhanced content delivers measurable conversion improvements - strategic deployment on high-value products maximises return
- Sampling as Acquisition: Digital sampling campaigns can drive substantial revenue for suitable products when built as complete acquisition funnels, not isolated tactics
- Agile Organisation: Set up teams to work in sprints, enabling rapid testing and response to changing consumer behaviours
- Continuous Testing: Leverage user experience research and A/B testing to understand actual shopper behaviour rather than assumptions
The brands winning online are those that combine deep shopper understanding with systematic testing and optimisation, creating experiences that feel native to each platform whilst maintaining brand consistency.
Speakers
Mark Boston
Global Ecommerce Lead, LEGO Group
Ewa Wysocka
Founder & CEO, Tribe 47
Martijn Wagemans
Head of Client Success, eStoreLabs
Marc Baker
Founder, Tyde
