What are featured products? - Definition & why it matters
A featured product is any item you spotlight on your digital storefront or marketing materials to quickly draw consumer attention. These products often appear on your homepage, in a special category, or as “editor’s picks” that convey exclusivity.
Why it matters?
- Focused Visibility: Highlighting a few select items can dramatically increase the likelihood of a purchase.
- Brand Positioning: Featuring products that align with your brand image helps establish credibility and authority in your niche.
- Purchasing Momentum: When consumers see a product showcased, they infer it’s valuable or popular. This nudge marketing technique can lead to higher conversions.
Featured product examples from ecommerce stores
Now I'm going to show you some examples of featured products that I came across after browsing different ecommerce sites.
In this part, you will get an idea of how featured products are positioned, what other stores featured, and how to display the products you want to feature in your own store.
Alo
Position: Navbar mega menu (Dropdown)
- Alo strategically places featured products prominently in a dedicated dropdown mega-menu titled "Featured Shops."
- This placement within the navigation menu is very effective because it immediately captures user attention during navigation, guiding them quickly toward highly curated items.
- Brands looking to highlight their products might similarly consider making "Featured Shops" clearly visible within their main navigation to help guide the shopping experience and increase engagement.
Coop Sleep Goods
Position: Navbar mega menu (Dropdown)
1. Coop Sleep Goods (Pillows)
- Coop effectively highlights featured items in a subtle but noticeable way with a highlighted box labeled “Featured” positioned prominently at the top-right corner within the navigation dropdown. Using the "new" tag further draws attention, effectively creating a sense of urgency.
- Businesses aiming to showcase products effectively should consider distinguishing new items or special collections with labels or tags, as shown here.
2. Coop Sheets:
- The featured items are again distinctly separated and highlighted, providing quick visual navigation toward key collections like "Bestsellers" and "Cooling Collection".
- The choice to feature specific collections within categories rather than individual products is excellent for reducing choice overload and guiding customer decision-making toward top-selling or strategically prioritized collections.
Everlane
Positions: Navbar dropdown menus
1. Cult Favorites:
- Everlane’s menu prominently positions "Featured" products at the top left, immediately capturing attention, especially with a bold label.
- Clearly separated categories, like "Cult Favorites," help customers who trust editorial selections to shop confidently.
2. Everlane New Arrivals:
- Positioning "FEATURED" items beside "NEW ARRIVALS" and "TRENDING NOW" sections directs user attention efficiently.
- E-commerce businesses might replicate this by grouping new and popular products to leverage urgency and freshness, emphasizing trend-driven shopping experiences.
3. Everlane Sale:
- In the "Sale" category, the featured section helps users quickly navigate toward attractive price ranges and promotions.
- Structuring sales items based on price points makes the purchasing journey quicker and less confusing for customers looking specifically for deals.
Gymshark
Position: Navbar mega menu (Right side with visuals)
- "FEATURED" products are visually displayed on the right-hand side within the dropdown menu, supported with product visuals that stand out from the rest of the menu.
- This tactic is strong because it draws visual attention immediately, creating an additional appeal by pairing product photos with text, making the featured items more attractive and clickable. A visual showcase like this within menu navigation could significantly enhance click-through rates.
Hydro Flask
Position: Sidebar menu tab with separate "Featured" option
- "Featured" has a dedicated tab on the side menu, providing easy and clear navigation for users looking to explore special categories quickly.
- An additional "Shop All" button encourages users who might want broader exploration within the featured items, serving as an excellent way to balance focused selections with expansive browsing options.
Package Free
Position: Top of vertical navigation sidebar
- "Featured" is prominently placed at the top of the menu, making it easy to access and immediately visible.
- Including it clearly at the top within an expandable sidebar or menu ensures it’s noticed right away, particularly on mobile devices where screen space is limited.
Simple Human
Positions: Navbar dropdown menu
- Under "New" tab: Clear and highlighted "FEATURED" label placed prominently within the dropdown. This effectively showcases novel or interesting products, such as "Pickleball Paddle" and specialized sensor products.
- Accompanying visual images provide instant recognition and curiosity, beneficial for drawing user attention.
- Under "Sensor" Tab: Again, a clear "FEATURED" label spotlights the most intriguing and advanced tech-driven products ("Sensor Mirror," "Sensor Can").
Especially useful for tech-driven or home gadget brands to efficiently direct attention to innovative or high-performing products.
Where to showcase featured products on a website?
Showcasing featured products effectively on your website can significantly impact your customers' buying motivation and overall user experience.
Based on the insights we've explored together, here are strategic places and methods you can use to showcase your featured products clearly and compellingly:
✅ 1. Homepage hero section:
Why it works:
- Immediately attracts user attention upon landing.
- Ideal for spotlighting new arrivals, seasonal products, or top sellers.
Tip:
- Use clear visuals, short headlines, and strong calls to action like "Shop Now," "View Collection," or "Discover More."
✅ 2. Navbar mega-menu or dropdown menus:
Why it works:
- Visible and easily accessible at all times.
- Enhances user navigation by guiding visitors to important products.
Tip:
- Clearly label sections with titles like "Featured," "Trending," or "New."
- Pair products with small images or clear, compelling labels.
Example: Alo Yoga, Gymshark, Coop Sleep Goods, Everlane, Simple Human
✅ 3. Sidebar or vertical menu:
Why it works:
- Provides persistent visibility while browsing.
- Works well on both desktop and mobile, especially in condensed menus.
Tip:
- Highlight a "Featured" tab distinctly from other categories.
- Use labels like "Editor's Picks," "Best Sellers," or "Must-Haves."
Example: Hydro Flask, Package Free
✅ 4. Product category pages (Top of pages or sidebar filters):
Why it works:
- Encourages discovery within relevant categories.
- Helps users find products quickly without overwhelming choices.
Tip:
- Curate items based on category relevance and buyer intent (e.g., "Cooling Collection" on a bedding page).
- Use clear labels such as "Most Popular," "Customer Favorites," or "Top Rated."
Example: Coop Sleep Goods (Pillows, Sheets sections)
✅ 5. Dedicated "featured products" section on the homepage:
Why it works:
- Allows for clear product showcases with visuals, descriptions, and actions.
- Can effectively combine multiple types of featured products.
Tip:
- Limit to 3-6 items to avoid overwhelming the user.
- Include enticing visuals and clear calls-to-action.
✅ 6. Popups or slide-ins (Use sparingly and strategically):
Why it works:
- Grabs immediate attention with special promotions or limited-time offers. You can clone this featured product popup for your store for free with the button that I added below. 👇
Tip:
- Make sure popups aren't intrusive; they should enhance, not detract from the user experience.
- Focus on special promotions, discounts, or timely product launches.
✅ 7. Email marketing & newsletter campaigns:
Why it works:
- Drives engaged traffic directly to your site.
- Builds anticipation around special collections or limited-time offers.
Tip:
- Introduce featured products with personalized messaging.
- Include clear visual previews and enticing descriptions.
Selecting the right products to feature
Let’s now shift our focus to the selection process. This section dives into how to choose products that are not only popular but also strategically valuable for your brand.
I’ve discovered that effective product selection involves balancing intuition with hard data. Intuition can guide you toward products that fit your brand’s story, while data ensures you don’t get blindsided by low-performing or niche items that won’t resonate widely.
Criteria for selection
✨Popularity vs. Profitability
- Popularity: Items with a consistent sales track record or those resonating strongly with current trends can be ideal for immediate audience engagement.
- Profitability: If you ask me, it’s crucial to spotlight items with decent profit margins, even if they aren’t the top sellers. Over time, featured placement can elevate their visibility and sales.
✨Brand alignment
- Products should reflect the essence of your brand. For instance, a minimalist fashion store should feature items that echo its clean, modern style.
- Featuring an off-brand item might confuse shoppers, eroding trust and credibility.
✨Audience relevance
- Consider your target demographics: Are they bargain hunters, eco-conscious consumers, or luxury enthusiasts?
- Tailor featured products to those preferences to keep them engaged and coming back for more.
Data-driven decisions
✨ Using analytics and tracking:
- Monitor key performance indicators (KPIs): conversion rate, average order value, and click-through rate on product listings.
- I personally believe that analyzing these metrics helps confirm whether a product truly deserves “featured” status.
The Impact of featured products on ecommerce stores
Featured products can revolutionize how your customers engage with your brand. Let’s look at the sales and marketing side of things and also examine the SEO benefits that come from featuring products wisely.
Driving sales and engagement
➕ Immediate visibility
- When your “Featured and Popular Products” appear in prominent locations, they attract immediate clicks.
- High-quality images, compelling descriptions for products, and clear calls to action amplify the effect. You can use an AI Product Description Generator to easily do it.
➕ Enhanced customer interest
- Curiosity factor: Shoppers often see these featured items as “must-see,” leading them to at least browse the product page.
- Reduced choice overload: By guiding them toward a curated set of products, you help buyers quickly navigate overwhelming product catalogs.
- I have found this particularly useful for small businesses with limited marketing budgets because a well-featured set of items can do the work of an entire ad campaign.
➕ Industry examples
- Large enterprise: Think about a massive retailer like Best Buy showcasing the latest tech gadget on its homepage -this nudge can skyrocket early sales.
- Small boutique: A local artisanal shop might feature seasonal handmade goods to connect with holiday shoppers.
In both cases, the choice to feature certain products is never random; it’s backed by market research and customer insights.
SEO benefits
➕ Boost in search rankings: Featuring products can lead to better keyword targeting and internal linking structure.
➕ Keyword-relevant showcases: Strategically feature products that match top-performing search terms.
➕ User behavior signals: Higher engagement on specific pages can improve overall SEO metrics, like dwell time and bounce rate.
Conclusion
Featured products serve as a powerful catalyst for increased visibility, higher sales, and stronger brand recognition. From my direct experience, placing a spotlight on a select range of items is one of the most effective ways to capture customer attention and drive conversions quickly.
By blending bestsellers with hidden gems, leveraging real-time data, and incorporating genuine customer feedback, you can create a compelling showcase that resonates with both new and returning visitors.
As far as I know, businesses that master this balance not only boost immediate revenue but also establish lasting credibility in a crowded market.
Frequently asked questions
1. Which products can be “Featured”?
You should strategically feature products that match one or more of the following criteria:
- Bestselling Products: Items that are already popular and consistently sell well.
- New Products: Recently launched products to generate initial interest and momentum.
- Seasonal Products: Items relevant to the current season or upcoming holidays/events.
- High-Profit Margin Products: Products that offer strong profitability, even if they're not top-sellers yet.
- Trend-Aligned Products: Items closely tied to current consumer trends or market demand.
2. What is meant by featured products?
Featured products are specially highlighted items showcased on your digital storefront or marketing materials to draw immediate consumer attention.
They typically appear prominently on your homepage, navigation menus, or as specially labeled categories such as "editor's picks," conveying exclusivity, popularity, or special offers.
3. How to add featured products to your Shopify store?
You can easily add featured products to your Shopify store using Popupsmart. Popupsmart provides a dedicated Shopify app that integrates seamlessly, allowing you to effortlessly create and manage eye-catching featured product popups. For detailed instructions and additional insights, you can explore our comprehensive guide here: How to Add Featured Products to Your Shopify Store.
4. What is the difference between featured and popular products?
Featured products are specifically chosen items strategically spotlighted by your business to achieve certain goals like driving immediate sales, introducing new products, or promoting higher-margin items.
In contrast, popular products naturally become top-sellers based purely on consumer demand and sales performance, without necessarily being actively highlighted by your marketing efforts.
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