Apple’s product pages have massive hero images and relatively small “Buy” buttons tucked below.
Apple doesn’t need to sell you at the button – they sell you with the imagery, the copy, the specs. By the time you reach “Buy,” you’ve already decided. A giant button would feel desperate. A small button feels confident.
The entire page builds desire. The button is just the release valve. This only works when the product story is strong enough to carry the load.
Apple’s online store converts at roughly 20%. They’re not optimising for clicks – they’re optimising for conviction.
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