The Challenge
Upon initiating the launch of our new real estate sign product line, we immediately encountered a significant challenge: the inherent complexity of the product. Successfully ordering a custom sign required customers to navigate a vast array of choices and possess a considerable amount of prior knowledge.
Our initial approach mirrored a standard e-commerce setup: a single product page featuring a comprehensive configuration tool designed to capture all necessary customer selections. It quickly became apparent that this monolithic approach would overwhelm users, leading to confusion and potential abandonment. Our primary objective shifted to simplifying the decision-making process and providing seamless guidance for customers.
Initial Wireframes detailing the product split idea.
Understanding User Behavior
To gain a deeper understanding of customer needs and pain points, we conducted user testing with the existing product page. This revealed several critical insights:
Information Overload: Customers struggled with the sheer volume of choices and the technical specifications associated with each option.
Aversion to Text-Heavy Education: While extensive information was available on the page, users generally avoided reading through it to educate themselves on the various components and their implications.
Need for Intuitive Guidance: Users expressed a strong desire for a more intuitive and less demanding way to understand their options and make informed decisions.
These insights highlighted a clear need for a more integrated and user-friendly educational approach that seamlessly guided customers through the selection process without relying on dense textual explanations.
Figma mockups built with our product page template.
Strategic Solution
To address the overwhelming complexity and enhance the user experience, we implemented a strategic re-architecture of the product offering. Our core decision was to deconstruct the single, complex product into four distinct, more focused product categories. This segmentation was based on key differentiating factors: post type and use type. The new product architecture includes:
Colonial Post Signs: This category caters to the most common perception of real estate signs, offering a streamlined experience for customers seeking this traditional style.
Metal Frame Signs: A dedicated page for metal frame options provides a clear and distinct path for customers with this specific need.
Riders: Recognizing the frequent need for supplementary messaging, we created a separate category for riders (e.g., "SOLD," "UNDER CONTRACT"). This allows customers to easily browse and select these add-ons independently.
Impact
This strategic shift allows us to differentiate products higher up in the conversion funnel. By presenting focused product categories with tailored visuals and concise, relevant information, we can effectively educate customers on their options without overwhelming them with unnecessary details. This approach leverages visual communication to explain choices, reducing the reliance on extensive text and creating a more intuitive and less intimidating ordering experience.
This refined strategy aims to empower customers to confidently select the right real estate sign for their needs, ultimately leading to a more efficient and satisfying purchasing journey.
We created 3D assets of the real estate signs that could then be used to composite into real photography, or AI images.
