New Product Page Layout May Be Hurting Conversions

[dotellabelle]

I’ve noticed that when customers click a direct link to a Zazzle product (from Pinterest, a blog, or anywhere else), they now see a large block of “Other designs you might like” before even reaching the actual product details.

From a customer experience standpoint, this is problematic:

• Baymard Institute research shows that distractions and unnecessary options can reduce conversion rates by up to 60%.

• Psychology studies on choice overload also confirm that too many competing options often lead to no purchase at all.

• Customers clicking from an external link are already warm leads — they came for that exact product. By distracting them with other options, Zazzle risks losing the sale completely.

A cleaner product page (with the design featured first and “You may also like” shown lower on the page) would almost certainly improve conversion rates, build trust with customers, and reward designers who are actively bringing in traffic from outside sources.

In the long run, this could mean more purchases for Zazzle overall — not fewer.

Would Zazzle consider testing a version of the product page where the featured design is shown first, with recommendations placed further down? I think it could benefit both customers and designers.

I’d really love to hear your comments on this — the more voices, the better chance Zazzle will take notice.

Victoria | Do Tell A Belle

[dotellabelle]

I think the heart of this issue is making sure Zazzle values designers as true partners. When we bring in outside traffic through our blogs, pins, and social media, we’re doing work that benefits the whole platform. It would mean a lot to see that traffic protected so the customer journey is clear and trustworthy.

[MOM]

@dotellabelle   I couldn’t agree more with what you stated here. Thank you!!

[dotellabelle]

Thank you! It helps to know I’m not the only one seeing this. Would love to hear if others are noticing the same issue with their product links too.

[itsMolly]

@dotellabelle

Excellent post and recommendation. I totally agree with your reasoning for a test as you described. I left a store today on Etsy, that I buy from often for graphics, for this very reason.

Thank you.

@itsMolly 

[dotellabelle]

Thank you so much for sharing that example — it really highlights the risk. If loyal customers are leaving Etsy stores because of this kind of clutter, that shows how damaging it can be to long-term trust. I think Zazzle has a real opportunity here to build stronger customer relationships by making the product page cleaner.

[Fiona]

I will pass this on. Thank you!

[dotellabelle]

Thank you so much, Fiona — I really appreciate you taking the time to pass this along. I think this small change could make a big difference for both designers and customers. Hopefully others here will continue to share their experiences too, since it seems to be something a lot of us are noticing.

[sm_business_car]

Thank you so much for highlighting this @dotellabelle! This concern has been brought up a few times in the past but not with studies showing how this affects the potential customer. If you think about it, it makes complete sense! 

Thank you for passing this along Fiona!

[dotellabelle]

I know this has come up before in different threads, which really shows it’s a long-standing pain point for many of us. What got me thinking this time was how it impacts not just designers, but the overall customer experience...and ultimately Zazzle’s sales too.

If customers land on a page and feel overwhelmed, they’re less likely to buy anything. And it’s important to remember, they clicked that link because they were already interested in that specific design. By showing them dozens of other options first, Zazzle risks breaking that intent and losing a sale that could have been a sure thing.

If instead the featured design came first (with recommendations placed further down), it could be a win-win-win: a better experience for customers, more conversions for Zazzle, and fairer credit to the designers bringing in traffic...which feels more like a true partnership. After all, without designers, where would Zazzle be?

Curious to hear, @sm_business_car what do you think could make the product page more effective while still giving customers options?

Victoria | Do Tell A Belle

[sm_business_car]

The way Zazzle has it set up when a product is clicked directly on the platform works well. The "Other designs you might like" option is not overwhelming, and I really like that it includes other styles from the SAME designer who brought the customer there - mixed in with other designers, and the option to see more by clicking the arrow. Simple and effective. If Zazzle wants to include a few more options in the rotating display, then make the images smaller.  I feel the designer that brought the customer there should have priority in that display, followed by the additional designers. For a customer to take the action to click through a a design they found on a third party platform shows they are truly interested in THAT design. Show them what comes with it!  Make sure they easily see the collections or the other styles from the designer. Reward them for their interest in that designer. 

Without all those rows of  "more designs"  our collections will be visible too, which is great. ...not pushed all the way down the page. As a customer I would be thrilled to know that other matching products came with the one I was looking at! How would I ever know if I didn't even see it? Or I left because I was frustrated?

The setup when clicking through Pinterest, etc is completely overwhelming. It feels like a waste of time to put so much effort into promotion knowing the overwhelming impression is such a turn off to customers. We just want to be rewarded for our efforts. 

 Finally, there something very attractive and confident about a platform that doesn't look like it's trying too hard to get your money.  It draws you in. 

[dotellabelle]

You’ve nailed it here. The layout and what shows above the fold (before a customer even scrolls) has a huge impact on conversions. When the first impression is cluttered or overwhelming, customers often bounce instead of buying.

I worked in marketing design at Garden of Life, and this was one of our core focus points: what shows first, how much scrolling it takes to get to the intended product, and how that affects purchase intent. It’s the same principle here. Customers clicked for a specific design, and that design should be prioritized immediately on the page.

Not only would that reduce frustration, it would also highlight matching products in collections (which is a natural, trust-building upsell). A cleaner, more intentional layout signals confidence and creates a smoother shopping experience — which is better for everyone.

Victoria | Do Tell A Belle

[sm_business_car]

Thank you. I added more. 🙂 I was having quite a time editing. lol 

I'm so glad you see this so clearly. 

It's really common sense. Sometimes when we try too hard we lose sight of the whole picture. The picture really is about the customer if that makes sense. We almost have to be empathic to them. Put ourselves in their place. THIS is what YOU like? Let me show you more of where this exactly came from...

[dotellabelle]

Yes, exactly — empathy for the customer is what keeps the whole experience (and the sales) flowing naturally.

Victoria | Do Tell A Belle

[dotellabelle]

Designers are already giving Zazzle a big boost by bringing in outside traffic through blogs, social media, and Pinterest. On top of that, many of us see 35–50% taken as marketing deductions on our sales. In a way, it feels like we’re carrying the marketing load twice.

That’s why protecting the traffic we bring in is so important. It makes the effort feel more like a true partnership. If the product page showcased the design first (instead of overwhelming customers with dozens of other options), it would build trust with buyers, reward designers for their hard work, and ultimately drive more conversions for Zazzle too.

Victoria | Do Tell A Belle

[Ricaso]

Totally agree. Every time I click a link, I find myself second-guessing if I’ve landed on the right page. Even though I’m familiar with the layout, it still throws me off, so I can only imagine how confusing it must be for customers seeing it for the first time. Honestly, it feels pretty unfair.

Our products should really have priority on our own landing pages, rather than being buried beneath others. Featuring our products first would not only make more sense but also create a clearer and more consistent experience for our customers and be very much appreciated. 

[dotellabelle]

Thank you for putting it that way. I think you captured exactly what so many of us are feeling. If even we, as designers, find ourselves second-guessing the page, it’s easy to imagine how overwhelming it must be for first-time customers. That kind of confusion hurts everyone.

You’re right. Our products should absolutely have priority on our own landing pages. Featuring the design first would create a much clearer experience for customers and show that Zazzle values designers as true partners in the process.

Victoria | Do Tell A Belle

[LJ]

As far as I remember, they introduced this shortly after Promoter Program started. I think the reason is that Zazzle is not interested in you receiving your self referrals, since it’s quite a high percentage. Their interest is to distract the customer away from the originally clicked product, to make them buy literally anything else. I don’t think they will change that, a couple of extra purchases probably wouldn’t cover the referral expense. They always do tests before these kind of changes, must have done that time for this one too.

[dotellabelle]

That’s such an important point... and if that’s really the underlying reason, it feels discouraging. Self-referrals are meant to reward the time and effort designers spend driving customers to Zazzle. Diluting that by distracting buyers away from the original product risks eroding the trust that makes the program work in the first place.

At the end of the day, protecting the customer’s original intent and featuring the product they clicked would not only feel fairer, it would also encourage more designers to actively promote Zazzle. That seems like a much stronger long-term strategy than risking designer trust.

Victoria | Do Tell A Belle

[Anne]

@LJ 
Exactly:
"I think the reason is that Zazzle is not interested in you receiving your self referrals, since it’s quite a high percentage"

[dotellabelle]

@Anne 

If that really is the case, it seems shortsighted. The Promoter Program was designed to motivate designers to actively bring customers to Zazzle. Undercutting that incentive might create short-term savings, but in the long run it risks losing the very partner-driven marketing that fuels growth.

If the system is designed to minimize self-referrals, it discourages designers from promoting altogether. That feels counterproductive because the more confident we are that our efforts are valued, the more we’ll actively drive traffic to Zazzle. Protecting that trust seems like a stronger long-term strategy for everyone. 

Victoria | Do Tell A Belle

[dotellabelle]

I think what’s coming through in this discussion is that this layout change impacts more than just one designer’s sales... it affects trust across the whole platform.

From a customer perspective, being shown dozens of other designs before the one they clicked feels confusing and overwhelming. Research shows that too many options can lead to decision fatigue, which means customers may leave without buying anything at all. And it’s important to remember: they clicked because they were interested in that specific design. Breaking that intent is risky. I’ve even had my own supporters tell me they feel confused when they land on one of my product links, and honestly, I sometimes hesitate to send customers there because I know it creates unnecessary friction. That’s a missed opportunity, because these are people already motivated to buy.

From a designer perspective, it feels like the effort we put into driving outside traffic isn’t being respected. Many of us already promote Zazzle for free through blogs, Pinterest, and social media... and some, like myself, even pay out of pocket to boost designs on Instagram or run Pinterest ads. When those hard-earned clicks land on a cluttered product page and get redirected to someone else’s design, it’s discouraging. On top of that, we often see 35–50% taken out in marketing deductions, so it can feel like we’re paying twice to market Zazzle.

From a business perspective, prioritizing the product customers clicked on would likely increase conversions and encourage more designers to actively promote their products. Protecting the traffic we bring in would make the effort feel more like a true partnership. And the stronger that partnership is, the more willing designers will be to keep investing our time and ad spend to bring in new customers. That’s a win for Zazzle, a win for designers, and a win for customers who get a clearer, more trustworthy shopping experience.

At the end of the day, without designers, Zazzle wouldn’t exist. Featuring the product first isn’t just about fairness — it’s about strengthening the partnership that drives this marketplace forward.

Victoria | Do Tell A Belle

[ColsCreations]

Zazzle isn't alone in putting other products "above the fold". 

In comparison, I think Zazzle's page is at least cleaner. (And the Other five pillows here are all mine anyways). 

And just like on Zazzle, many other sites have panel after panel of other products under the main one as well as above it. I totally agree this approach is cluttered, distracting, a turn off as a shopper etc... But I am convinced it's done for SEO purposes. Here are two good reads on why internal linking is important.
https://yoast.com/internal-linking-for-seo-why-and-how/
https://writesonic.com/blog/internal-linking-best-practices

One of the recommendations is that on newer or weaker pages, you want to link to your better-performing pages as their "link juice" spills over and helps those newer/weaker pages get noticed by Google. That was notable to me because ... all those other 60 products below the main one on Zazzle, the ones that are just the same products as seen on the main category pages even though not at all related to the main product design ... I've complained about those numerous times, not primarily because they are there but because they wouldn't be of interest to the shopper as they are so different from the main design they clicked into.  Assuming as I've always done that those products we always see dominating the top main pages are there because they have a good track history of being popular, then I can sort of understand the reason they're putting them on all these other product pages - so their "link juice" carries over to the other product page. It's a stretch, but I am striving to see some positive in this arrangement. Perhaps all those Other unrelated but popular products on the page are helping our own do better in off-site searches. 

I'd like to see all the other stuff, above & below the fold, go away. I despise it as much as the next person. But realistically, I don't see it changing as so many other sites besides Zazzle clutter their product pages, too. I don't pretend to understand everything I read so could be way off base here, but I do believe the main reason for this practice is SEO even if shoppers hate it. 

[dotellabelle]

You make a good point — internal linking is important for SEO. But the way Zazzle handles it isn’t really strategic linking, it’s more of a firehose approach. Google favors relevant internal links, not 60 random “popular” products stuffed under every page.

And here’s the bigger issue: when shoppers get frustrated and leave, bounce rates rise — which can hurt rankings, too. In the end, you’re trading short-term SEO tinkering for long-term damage to both user trust and conversions.

For me, clarity and relevance always win. Smart SEO and a clean user experience should work together, not against each other.

Victoria | Do Tell A Belle

[sm_business_car]

"clarity and relevance always win. Smart SEO and a clean user experience should work together, not against each other." 

Well said. 

[dotellabelle]

@ColsCreations  @sm_business_car  I can’t help wondering what might happen if a marketplace platform stepped outside the “norm” and became a leader in customer-first design.

There are case studies where this worked:

• Apple kept their product pages laser-focused, with minimal distractions. Instead of flooding shoppers with alternatives, they built trust and conversions through clarity. It’s now considered the gold standard of e-commerce UX. (scribd.com, dbswebsite.com).

• Warby Parker launched with simple, distraction-free product pages that told a story and guided the customer journey. That clarity helped them disrupt an entire industry and build loyalty. (marketingmaverick.io).

• Glossier did something similar in beauty — leaning on clean layouts, storytelling, and community reviews. They avoided clutter and built a billion-dollar brand largely through customer trust. (medium.com).

So the question is: Has any marketplace really tried both massive scale and a clean, conversion-driven UX? If Zazzle were bold enough to take that step, they could become a leader instead of a follower. Because at the end of the day, bounce rates and lost conversions hurt rankings too... and shoppers remember the frustration long after a cluttered page loads.

Zazzle actually has a great foundation with Collections. That’s already a step toward curated internal linking, done in a way that makes sense for customers. What if Zazzle expanded that?

For example, allow trusted designers, maybe Silver-level and above, to add internal links between their own related products (“Shop the matching RSVP card” or “See the coordinating thank-you notes”). That way, Zazzle avoids the chaos of everyone linking randomly, while rewarding established sellers and giving customers a cleaner, more relevant experience.

It’s the best of both worlds: strategic SEO, stronger conversions, and a marketplace that feels like a leader instead of a follower.

Victoria | Do Tell A Belle

[welshdesigns]

I joined years ago, added a bunch of stuff but left after I just couldn't figure out how the selling page worked.  Everyone else's stuff was on what I thought was my store's page.  It's super confusing to find my store, on and on.  I only recently came back after I had time to "figure it all out" as a designer.  It took me quite a while to figure out what's going on.  I don't think the normal POD customer would figure it out the first few times there (Product, Category, Design, Collection, Color Grouping, Store, get my drift?).  If they ever come back.  (I didn't come back for years, I went to RB and TP instead)  IMHO if a person lands on "YOUR" page, there shouldn't be anybody's stuff there until near the bottom, and the customer clearly has passed up on your stuff. 

[dotellabelle]

I can relate to what you’re saying. The store setup and navigation can feel really confusing, both for designers and for customers. Thanks for sharing your experience. It helps to know others have had the same challenges.

[welshdesigns]

No Problem.  I used to work in Product Development as well as a UI (User Interface) designer for a couple huge software companies in the Northwest. 🙂  I know it's hard especially under the constraints of web development (for the editor) and legacy code that's surely getting long on the tooth.  BUT boy l can't figure out what they are doing here from a product development perspective. Feels a bit like they are throwing spaghetti at the wall! 😉

[Sea-Change]

I can relate to your experience. I've worked in content design for large software companies, and their focus was on reducing customer friction and creating a clear path to purchase.

I realize the desire to entice the customer to spend more time browsing potential purchases, but customers are typically low on patience and time. If a customer has clicked a link, they are often intentional about viewing the item, not scrolling and tryiing to reorient themselves.

If a site consistently frustrates a customer with too much noise, there's a risk they'll give up and not buy anything, or even decide not to return. 

[dotellabelle]

Exactly! 

[igiftcenter]

Is there any possibility this is just a form of cookies following you around and placing in front of you what it thinks you are interested in based on past clicks? You know how sometimes you go to a site and click on something that interests you and low and behold it's magically appearing on pages totally unrelated to it?  Overzealous cookies 🙂

[dotellabelle]

That’s a good thought. Cookies can definitely do that across the internet. But in this case, it’s happening right inside Zazzle’s own store pages, not just on outside ads. However, this feels more like the platform’s design than tracking cookies.