It’s not the biggest or boldest change in the world, but I could see how gradual improvements to the user experience like this could persuade more people to try the Microsoft Store, a part of Windows 10 and Windows 11 that Microsoft is keen for more people to use.

Back in August, Microsoft started testing some new changes to the Microsoft Store that primarily focused on a new Downloads section and a tweaked Library section. Yesterday, Microsoft started testing a new product page experience in the Microsoft Store.

Microsoft has started testing a new “immersive” experience on the Windows 11 Microsoft Store that lets developers add hero images or auto-playing video trailers at the top of their product pages.

Microsoft Store's new immersive experience makes the platform look professional. It could easily compete with Steam.