I've been having the pleasure to re-design the website for Viwares, one of the most iconic homegoods companies in Germany.As part of our re-design, I've been rethinking the concept of the buybox and how it impacts conversions. You'll see all kinds of design out there, from subtle to wild concoctions employing a gazillion different colors for promotions.

Fact is, good buyboxes all share something in similar; their mission is to build trust and, together with the rest of the website, work synergetically to push customers over the line. Keep reading to find out how we achieve conversion rates of 10% and more.
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The path to conversion rates of 10% and more:

🚀 Focus on features: clear messaging of the product's advantages, best paired with adequate icons for visualization

🚀 Transparency: convey all potential costs involved in the purchase in a clear, straighforward manner. This includes price, taxes, shipping and returns

🚀 Brand benefits: what is associated with purchases from any particular brand beyond the actual product. Is not necessarily fleshed out in the buybox, but combines with below the fold content

🚀 Social proof: reviews play a crucial role in terms of quality and inducing FOMO

🚀 Payment methods: customers must be aware of how they actually can purchase the product.

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This is merely the tip of the iceberg - not to mention how one can design the buybox. However, I believe the above elements are part of the essentials of what makes a good buybox - and they are NOT overrated. If anything, the opposite.

What do you think makes a great buybox?

PS: Huge thank you to Viwares (www.viwares.de) for the opportunity!