The product detail page, or PDP, is a company’s chance to sell a potential customer their product. The goal of the PDP is to captivate the potential buyer, highlight the product’s benefits, as well as answer any questions the customer could have about the product. There are five main aspects of the PDP where this can be accomplished: the product title, description, images, price, and call-to-action, and these are the first places we look when auditing a client’s website to make Conversion Rate Optimization recommendations.
5 Key Components of Your PDP
1. Product Title
Your product title has the power to influence a site visitor to click into your PDP and ultimately make a purchase. It’s important to include language that clearly describes the item since customers can’t reach through a screen and physically interact with the product. The goal is to tell the customer exactly what the product is, in the most direct way possible, so when the product arrives it matches their expectations.
J.Crew does a phenomenal job of clearly naming the product using specific details:
2. Product Descriptions
Product Descriptions should be an extended version of the title and should explain to the customer why the product is worth purchasing. The description should include how a customer will use the product, what it’s made of, what problems it may solve, what makes it better than the competition, and anything else applicable the customer should know when making their decision to purchase
We love how Barefoot Dreams describes one of their blankets and how it is meant to be used:
3. Images
The product images should be clear and of high quality, while pulling together everything detailed in the title and description. High-quality images validate everything described on the PDP and give credibility to your brand. To further build trust with potential customers, it is useful to also include user-generated content (or UGC), either from reviews or social media.
Additionally, these images should also work cohesively with branding on the website. If the majority of the website is minimalistic and clean, it would not make sense to include bright and busy images.
Casetify is a perfect example of using high quality, clear images, and UGC to showcase their products :
4. Price
The price of the product should be easily found on the PDP and should clearly differentiate between one-time vs. subscription costs if applicable to your product. This should prevent any confusion when the customer gets to their cart. The price is also where discounts and deals can be shown. Showing discounted prices can create transparency for your customer, and can even create a sense of urgency if the product is discounted for only a short time.
Fabletics does a great job of clearly showing one-time purchase vs. VIP subscription prices and discounts:
5. Call-to-Action
If someone is ready to purchase after viewing the title, description, images, and price, it should be clear and visible to them where they need to click and what action they need to take to move forward with their purchase. Prominently displaying a “buy now”, “add to cart”, or equivalent CTA near the price makes it simple for the customer to add the product to their cart. If the “add to cart” button is hidden, missing, or hard to find, it is unlikely that the customer will work to find it, and why would you want to make it difficult to purchase your product?
We like how Bliss made their “Add To Bag” button stand out by using their brand colors:
You’ve Mastered the 5 Key Components of a PDP. What’s Next?
These five main components are essential for an effective product detail page. While there are additional features that could add value to the PDP, such as cross-sells and up-sells, establishing these core aspects is necessary in order to keep the consumer on the page and interested in the product. Remember, the product detail page is the sales pitch for a product, so before presenting additional options the potential customer should be sold on the product they initially expressed interest in.
If you could use a hand in identifying opportunities to optimize your website and product detail pages, contact us today to see how our CRO recommendations can take your brand to the next level.
Sources:
- The Good: https://thegood.com/insights/product-detail-page/
- Yieldify: https://www.yieldify.com/blog/product-detail-page/
- J.Crew: https://www.jcrew.com/p/BG724?color_name=crystal&N=ONE%20SIZE
- Barefoot Dreams: https://www.barefootdreams.com/products/cozychic-ribbed-throw
- Casetify: https://www.casetify.com/product/phone-case-customization/iphone12-pro-max/ultra-compostable-case#/16002960
- Fabletics: https://www.fabletics.com/products/VEGAN-LEATHER-JOGGER-PT2250824-0001?psrc=womens_bottoms_pants
- Bliss: https://www.blissworld.com/lemon-sage-body-butter/