By: AK Infinite
Web design, especially today, plays a pivotal role in capturing consumer attention and driving brand engagement. For decades, CPG marketers focused on the First Moment of Truth (FMOT), which occurs when a shopper encounters a product on the shelf, and the Second Moment of Truth (SMOT), which happens when they try the product for the first time.
Today, though, we have a customer touchpoint that often precedes both. The Zero Moment of Truth (ZMOT) is a concept coined by Google to describe the moment when a consumer first researches a product online before making a purchase decision, which often happens in a retail store’s aisle. ZMOT represents the shift in consumer behavior due to the rise of digital tools, and this pre-purchase phase is critical for brands as it’s often where first impressions are formed. This moment is critical for CPG companies to reach out to their customers online and make a positive impression.
For CPG companies, bridging the gap between the tactile and digital brand experience is not just a matter of aesthetics but a strategic necessity. If you’re managing a CPG brand, here are five web design trends you should consider:
Catering to UX
Traditionally, CPG innovation centered around in-store shopping experiences and shelf appeal. However, the shift to online product research presents new opportunities to replicate and enhance these experiences for digital shoppers. The digital user experience of a brand should augment the customer’s journey with the physical product to make it smoother and more delightful. Innovations like Amazon’s automatic check-out stores, digital refrigerator displays, and retailer loyalty programs like Target Circle are leading the way. These developments bridge the gap between physical and digital shopping experiences, offering seamless and engaging interactions that enhance user satisfaction.
Captivating Animation
Animation has become vital for CPG brands to inject life and whimsy into their digital presence. Brands can create dynamic, engaging online experiences that stand out in a crowded market using captivating animations. Examples such as Nellie’s Free Range Eggs and Poppi illustrate how animation can transform flat digital interfaces into interactive and enjoyable experiences. These enhancements entertain users and reinforce brand identity, making the online experience more memorable and engaging.
Claudia Mak, a New York-based web design expert with digital agency Arro Labs, says, “By adding moments of surprise and delight to the journey that entertain but don’t distract, we are able to help an experience feel tangible, even on digital platforms.”
Enhancing Brand Loyalty and Personalization
Personalization and loyalty programs are crucial for CPG brands aiming to build lasting relationships with their customers. Brands are increasingly incorporating features that reward users and enhance their shopping experience, both online and in-store. For instance, Kellogg’s Family Rewards offers discounts and incentives to encourage repeat visits and brand loyalty. By tailoring content and offers based on user behavior, brands can foster a more personalized connection with their audience, driving higher engagement and loyalty.
Personality and Authenticity
CPG brand websites offer a unique opportunity to showcase a brand’s core beliefs and tone of voice, which might not be conveyed through packaging alone. Incorporating fun and interactive content, such as quizzes and games, can enhance user engagement. Bold typography and clear brand messaging, as seen with brands like Liquid Death and Graza, help establish a solid and authentic brand presence. These elements allow brands to communicate their values and personalities effectively, creating a more engaging and relatable online experience.
“We’re committed to making our brand sites a true extension of our identity,” says Patrice Brady, Digital Commerce and Marketing Technology Manager at Smithfield Foods, one of the largest food brand manufacturers in North America. “In 2025, we’ll continue pushing boundaries with our brand sites by redesigning them to amplify each brand’s unique personality. Moving away from a one-site-fits-all approach and creating a more vibrant and engaging consumer experience that reflects each brand’s individuality.”
Conversions to Purchasing
Optimizing the path to purchase is essential for CPG brands looking to maximize their online sales. Key strategies include simplifying the checkout process and providing easy access to product information through e-commerce platforms or store locators. Brands like Recess exemplify effective approaches by offering seamless e-commerce experiences and convenient store-finding options. By streamlining the purchasing process and making it easier for customers to find online and offline products, brands can improve conversion rates and drive sales.
Businesses’ web design efforts should focus on enhancing user experience, personalization, and engagement through innovative design trends. For CPG brands looking to excel in this evolving environment, partnering with a full-stack experience design and development agency can provide the digital direction needed to stand out in your category.
About Arro Labs:. Arro is a full stack experience design agency and has been trusted to design market-leading apps and websites for some of the biggest brands in the world. For more information, you may contact them here.
Published by: Nelly Chavez
