How Product Experience (PX) Can Drive Conversions and Elevate Your E-commerce Strategy

In the crowded world of e-commerce, where numerous products are vying for customers’ attention, entrepreneurs must do their best to make it easy for customers to find and understand information about their products.

If the product does not captivate a consumer in a matter of seconds or a consumer cannot decipher what they are handling, they will drop it in favor of something else.

This is where Product Experience (PX) comes into play. PX is not just showing a product online—it’s about how your product gets discovered, learned about, and remembered, as well as how it’s communicated.

Let’s unpack what PX really is, how product information experience (PIX) fits into it, and how you can advance the way your products engage with customers from first glance to final purchase.

What Is Product Experience?

In a 2024 customer experience practitioners’ survey worldwide, about 64% reported product experience was an important priority for sellers. But what is it made of?

In simple terms, product experience refers to the sum of every touchpoint a customer has with a product online—from the first impression they get in search results or social media to the moment they decide to buy (or not).

It includes everything: the quality of visuals, clarity of descriptions, ease of navigation, usability, trust signals, and personalization.

In the context of e-commerce, product experience often gets confused with product information experience, which is actually the backbone of PX. PIX refers specifically to the accuracy, richness, and accessibility of the product data—descriptions, media, specs, reviews, and so on.

In other words, PIX is more about the “what” and “how” of product data management, while PX is the broader “why”—the emotional and cognitive impact that content has on a shopper’s perception.

The Core Elements of a Great Product Experience Strategy

Consumers are bombarded with thousands of identical advertising messages every day. At some point, there was so much marketing information that consumers developed what is known as banner blindness or unintentional ignorance of anything advertising-related.

Research shows, however, that well-suited ad messages can make or break a brand’s image, and a winning PX can right steer the process. Here’s what that looks like in action:

1. Rich, Contextual Product Information (PIX)

As we mentioned earlier, product information experience forms the center of overall product adoption. It’s what turns a raw product listing into a rich, informative, and confidence-building interaction across key customer touchpoints.

Practically, PIX offers clean, short descriptions of what a product does, how it will really work its way into a customer’s life, good photos and videos, genuine customer feedback and ratings, and lengthy specs comparing alternatives.

In short, PIX is what gives PX its substance. Without it, even the prettiest site can be bare and pointless.

2. Personalization

PX thrives on relevance. Serving up suitable in-app content based on user behavior, pain points, preferences, or past purchases makes every interaction feel intentional and improves customer attitude.

Whether it’s changing product recommendations or adding new features, personalization enhances customer satisfaction and drives conversions.

Interestingly, during a global survey in the third quarter of 2024, approximately 64% of responding consumers reported preferring to buy from companies that adjust their experience to their wants and needs.

3. Clear Navigation and UX

Good user experience (UX) is an inseparable part of product development and the thing that separates market top performers from dropouts. That is why all global-leading corporations invest substantial amounts in their UX.

Curiously, 88% of online shoppers are less likely to come back to a site if they have a bad experience. But how does it apply to product experience?

If users can’t find what they’re looking for or get frustrated along the way, they bounce. A strong PX includes intuitive navigation, mobile optimization, and fast-loading pages to provide trouble-free shopping.

4. Trust-Building Elements

Any product manager will attest that buying starts with trust in the product. Here, you can make use of user-generated content, clear returns policies, and certifications to establish trust.

Besides, a properly designed PX preempts and addresses buyer concerns even before they’re raised. So take care of customer success.

Unlike customer support, which often reacts to problems, customer success is proactive. It involves guiding new users through onboarding, offering helpful resources, checking in regularly, and identifying areas to improve the user journey before issues arise.

How to Improve Your Product Experience: Best Practices

The days of treating all customers as a single, undifferentiated audience are long gone. As consumer expectations grow, the importance of delivering a personalized product experience becomes indisputable.

Disregarding product experience doesn’t only risk losing attention—it can negatively impact conversions and long-term adherence to the brand.

Consider this: in 2024, global spending on customer journey personalization and product management software exceeded $9.5 billion. That kind of investment reflects a clear shift—product experience is no longer optional. So, how can you improve yours?

• Audit your existing product pages: Are they informative and provide details users need, or are they mere placeholders?
• Freshen up your content: Take your time to improve product details. Spend money on better-quality images, bite-sized videos, and smarter copywriting.
• Invite and feature user feedback: Genuine opinions are always more convincing than any pitch.
• Embed analytics to optimize your workflow: Use a product analytics application to track engagement, scroll depth, click-throughs, and test what produces results.
• Personalize where it counts: Start with product recommendations to target exactly what customers want.

Above all, demonstrate that all aspects of your PX work together to achieve one purpose: assisting the customer in making informed, confident decisions.

Partnering for a Better Product Experience: Why It Matters

Implementing a high-performance PX strategy rarely is a matter of plugging things in—there’s typically expertise, technology, and orchestration. That’s where a seasoned development partner like SCAND comes in.

We make it possible for e-commerce retailers to turn uninspired product pages into engaging, interactive experiences.

We work alongside all stakeholders, including product teams, to determine clear product experience goals, create simple-to-use interfaces, maximize product information, incorporate product analytics to identify funnel gaps, and embed smart personalization that responds to each customer in real time.

The Future of PX in E-commerce

Product experience is changing very fast, and new technologies will soon render web shopping even more real and personal.

For example, augmented reality will allow people to see how things look in their own space before they buy them—like placing a virtual couch in their living room or trying on shoes using their phone.

Voice buying will rise as more people use smart assistants to easily find and buy products simply by voice.

Blockchain will help confirm that products are real and safe, which is especially important for luxury items, medicine, and food. And with virtual reality, shoppers will be able to enter a digital store, walk around, and look at products as if they were really there.