Showcase Products First

I started working on e-commerce websites in January 2006. There's one thing that has never changed since then:

A primary focus on the product always outperforms inspirational, lifestyle, ulterior motive, and other content.

Customers want to see clear, detailed imagery of products (often on white or other solid color background). They want to see and learn about product quality and product value above all. They want to see products in someone's hand (if applicable).

The first thing users see on your website should be the product. You can make quick reference to the other aspects of your brand and provide additional content elsewhere, but users should firstly be able to click or scroll to learn more about the product.

As an example, if your product is manufactured sustainably or meant for sustainability purposes, then surely that is a major part of your brand. Great! No doubt, this is very important to your customers. But I guarantee—and have tested extensively—that they will only purchase and purchase in higher numbers if they see the quality and value of the product above all.