The Problem with Product Tabs

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The Hidden Pitfalls of Horizontal Tabs
Insights from Demand Curve

Horizontal tabs might seem like a smart design choice—they save space, keep pages tidy, and place essential information above the fold. However, they often do more harm than good by hiding critical details and confusing users. Let's explore why this seemingly clean design can sabotage user experience and reduce conversions.

The Problems with Horizontal Tabs

1. Missed Information
Studies show that 1 in 4 users never find the content tucked inside tabs. On some product pages, vital information—like shipping policies and reviews—remains unnoticed, leading to lost sales.

2. Poor User Engagement
Clicking a tab without knowing what’s inside can frustrate users. If the information isn’t valuable, they may stop exploring altogether, missing other essential details in the process.

3. Reduced Discovery
Tabs prevent users from stumbling upon valuable content. Key product insights, like sustainability practices or detailed specifications, may go unseen, affecting purchase decisions.

4. Ambiguous Titles
Titles like “Details” or “More Info” often leave users guessing about the content they contain. This lack of clarity further limits engagement.

5. Design Dependency
If only some information is hidden in tabs and the rest scattered elsewhere, it creates confusion. Users might overlook critical details or assume everything is in the tabs, lowering conversion rates.

6. Better Design Alternatives

• Vertical Collapsible Sections
  These offer a clean layout that’s easy to navigate, allowing users to view all content with minimal clicks. Critical sections can auto-expand to highlight essential information.
• Sticky Navigation with Long Pages
  Presenting all information in sections with a sticky table of contents improves usability and ensures users find everything they need without confusion.

The Takeaway
While horizontal tabs may look sleek, they can hide essential information and create barriers to conversion. Prioritize usability with designs that ensure content is easily discoverable, keeping users engaged and informed.

How Generations Engage With Social Media
Insights from DTC

Social media behavior varies significantly across age groups, with Instagram leading the way for most generations. Here’s a closer look at how different age groups interact with social platforms and their preferred content.

Platform Preferences by Generation

• Gen Z gravitates toward Instagram, followed by TikTok and Snapchat.
• Millennials also favor Instagram, with Facebook and TikTok in tow.
• Gen X prefers Facebook, followed by Instagram and YouTube.
• Baby Boomers lean toward Facebook, followed by YouTube and Instagram.

Instagram’s rise to the top signals a shift in consumer behavior, even among older audiences.

What Consumers Want From Brands

Edutainment leads the way, with 65.5% of consumers preferring content that educates and entertains. Additionally:

• 40% enjoy meme-based posts.
• 38% engage with serialized content and video skits.
• Interactive elements like polls are also well-received.

However, 46% of consumers view AI-generated content negatively, emphasizing the importance of authenticity in social media strategies.

What Drives Unfollows?

• 43% will unfollow for unoriginal content strategies.
• 42% will walk away if brands partner with influencers who don’t align with their values.

The Takeaway
To engage effectively, brands must tailor content by generation, focus on edutainment, and refrain from over-reliance on AI-generated posts. Staying authentic and collaborating with aligned influencers helps maintain trust and audience loyalty.

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