No features, only delivery info and an Apple offer.
The Beats By Dre ecommerce page is has some interesting stuff going on. Let’s take a look:
No initial features! – Normally, ecom products have a some sort of feature list above the fold on a product page. Since this section has no features, it’s (perhaps purposefully) targeting “product aware” customers. If “everyone” has a pair and your friends recommend them, then you’ll just want to know how easy it’ll be to get ’em.
Nothing is being sold here except how to get them.
Desktop unfriendly – While this page looks okay on desktop, it’s much better on mobile. On desktop images are too big, fonts are large, and text blocks are wide (hard to read). But these elements are much more proportional on a phone screen. Majority of the traffic is probably mobile (unlike, say, a SaaS home page).
Big text and lots of space does not work as well on desktop!
It’s silly to ignore readability on desktop, but I suspect that design aesthetics trumped usability here. Sure happens a lot.
Add to Cart follows scrolling – Once you scroll past the above-the-fold it’s easy to add to cart once you’ve made a decision to buy. If we assume mobile targeting, this makes even more sense - a prospect doesn’t need to scroll all the way to the top in order to purchase.
The add-to-cart sticks to the top of the page.
Reviews are weirdly mellow – These reviews are pretty restrained! It’s weird because there are no other reviews on the page, and it’s hard to believe that more reviews wouldn’t have a positive impact on sales. It may be that BBD is trying to go against the grain by using very genuine-sounding reviews, but who knows!
The reviews aren’t really bangers, but maybe that’s on purpose.
These reviews are probably hitting core donsumer desires of looking good, being comfortable, and allowing a user to be “in their own space” when wearing them.
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