The convenience of online shopping is undeniable.
However, since customers can’t try on, touch, or see products before purchasing, the onus falls on marketers to create richly detailed product pages that compensate for this disconnect.
The purpose of a product detail page (PDP) is to inform potential customers about a product’s features, specifications, pricing, and other relevant details.
Using crisp imagery and interactive elements such as 3D renderings or product configurators, ecommerce stores can help customers know exactly what they’re getting, increasing the chances of a sale and reducing the likelihood of returns due to mismatched expectations.
The significance of a product detail page
PDPs provide a customer’s first impression of a product. High-quality images, detailed descriptions, and an intuitive page layout capture the visitor’s attention, making them more likely to explore further.
In-depth product information preemptively addresses a customer’s questions and concerns, helping them make an informed buying decision. Details such as item dimensions, pricing, the manufacturing process, and key product features are important considerations when comparing items.
What’s more, SEO-optimized PDPs can help boost an ecommerce site’s search engine rankings and drive organic traffic.
Finally, transparent and accurate product information helps build trust, especially when coupled with product reviews. A well-constructed PDP or landing page provides the necessary trust signals for customers to take the next step and click “Buy.”
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Essential elements of a product detail page
A product detail page includes a detailed product description, product images and videos, and call-to-action buttons (CTAs) encouraging viewers to purchase the item. Use templates to keep your PDPs consistent.
Comprehensive product descriptions tell customers everything they want to know. Here are the essential components:
Product name: Use a concise, descriptive title that highlights the product’s main features or benefits (eg: “Wireless, Noise-Canceling Headphones with 20-Hour Battery Life”).
Description: Describe the product’s features, benefits, intended use, and unique selling points (eg: item is handmade or uses sustainable materials). Use bullet points for enhanced readability.
Specifications: List technical details such as size, dimensions, weight, color options, materials used, and any other relevant specifications.
Pricing and availability: Display the current price and any applicable promotional offers. Include taxes, fees, and shipping costs. Indicate whether the product is in stock or unavailable. If the product is out of stock, give customers the option to receive notifications when the product is restocked.
Crisp visuals enhance the user experience, engage customers, and help them better understand the product. Here are the essential aspects of visual content on a PDP:
High-resolution images: Include multiple photos of the product from different angles. This includes product-only images, lifestyle images, infographics, and close-ups. Show color variations of the product or photos that show the item’s scale to help customers visualize the product’s real-life dimensions.
Zoom functionality: Zoom features let customers get a closer outlook at specific parts of the product. This feature is crucial for intricately detailed items.
Product videos: Create demonstration videos to show how an item is used or tutorial videos for assembling and maintaining the product.
360-degree views: Provide a 3D rendering that lets customers rotate the product and view it from all angles.
Make it easy for customers to take action. Place a prominent cart button or “Buy Now” button that lets returning customers skip the cart and proceed directly to checkout.
Display the price prominently near the button, ensuring currency conversions, taxes, and applicable shipping fees are included. Also show the product’s availability and expected delivery time.
Include details on the item’s return policy or applicable warranties to overcome purchase hesitancy, particularly for high-value items.
Provide a quantity selection widget with plus or minus buttons or a drop-down menu for easy quantity adjustment. If the product comes in different variants (eg: size, color, or model), provide dropdown menus or swatches so customers can choose the desired version. Include additional product recommendations to upsell or cross-sell other items.
Finally, include additional CTAs for related actions, such as adding the item to a wishlist, sharing it on social media, or signing up for email notifications when the product is on sale.
Ecommerce product page best practices
Optimized PDPs are persuasive, with compelling product imagery, clear descriptions, and trust signals — customer reviews, secure payment gateways, user-generated content — that build purchase confidence.
Ensure photos and videos are of the highest quality.
High-quality images enhance the overall professionalism of an online store and allow customers to zoom in on item details. Use the same background and styling (eg: image composition, lighting, and editing) across all product photos to maintain a cohesive look.
A clean, white background highlights the product without distractions.
Product videos must be shot and edited by a professional — no shaky, pixelated camcorder videos here!
Compress image and video files to ensure fast page loading times without compromising quality. Large media files can slow down a website, which is not ideal for the user experience.
Optimizing product information.
Keyword-optimized product descriptions can benefit humans and search engines alike. Customers are more likely to find product listings when using relevant keywords, while search engines can rank PDPs higher in search results.
Use an SEO keyword research tool to identify keywords related to the store’s product and industry, and introduce them to product titles, descriptions, and product metadata.
A/B test different product descriptions to identify which yields the most conversions.
Clearly display pricing and discounts.
Pricing should include any applicable currency conversions, shipping costs, and other fees. Show pricing comparisons for different item quantities if your company offers bulk discounts.
This can help increase average order value. If you’re offering a promotion, display the item’s original price alongside the discounted price to emphasize savings.
Use visual elements such as banners and contrasting colors to accentuate the discount. Show the expiry date or countdown for time-sensitive promotions to create a sense of urgency.
If there are conditions attached to the discount (eg: minimum purchase amount or specific products eligible for the discount), clearly explain this.
Position CTAs for maximum visibility.
Astute CTA positioning can drive conversions. Place the primary CTA above the fold.
Consider positioning it both above and below the product description. The upper CTA provides immediate gratification to users who make fast decisions, while the lower CTA captures those who want to read more before taking action.
Implement sticky or floating CTAs that move with the user as they scroll down the page. Incorporate sequential CTAs for longer PDPs.
Strategically pepper them throughout the page as users scroll down. Include variations such as “Buy now” or “Learn more” to avoid pushiness and provide more options.
Display customer reviews and ratings.
Customer reviews provide social proof and influence purchase decisions.
According to 2022 data from ReviewTrackers, 94% of customers say a bad review has convinced them to forgo a purchase.
Prominently display the product’s overall star rating and customer reviews —preferably right below the product description. Encourage customers to upload photos and videos along with their reviews to add authenticity and show the product in real-life situations.
Let customers filter ratings according to categories (eg: design, quality, comfort), recency, or most common keywords. Show the total number of reviews near the average rating. Having more reviews instills confidence in potential buyers.
Offer comparison tools for similar products.
Allow users to select and compare multiple items side by side, or provide alternative product listings in an apples-to-apples comparison table. Include detailed product attributes such as key features, dimensions, materials, colors, and prices.
Also include each items’ overall rating. Highlight the differences between products to help users distinguish them.
For example, when comparing two seemingly identical laptops, indicate which one is better for gaming (more RAM) versus working remotely (long battery life).
Optimize for mobile-first browsing.
Around 60% of ecommerce sales worldwide occur on a mobile device. Cater the online store’s site toward smartphone users using responsive web design to ensure the website layout, images, and content adapts fluidly to different screen sizes.
Simplify navigation with a hamburger menu that expands when clicked. Front-load the CTAs and menu items most important to mobile users and hide the rest. Provide a thumb-friendly design with large, well-spaced buttons, links, and interactive elements.
Implement A/B testing.
One key to an SEO-optimized, high-converting SEO website is A/B testing. Experiment with different product page designs, CTAs, headlines, images, product titless, or any other element that impacts conversion goals.
Before running an A/B test, define the objective. It could be increasing click-through rates, reducing bounce rates, or cart abandonment recovery.
Develop hypotheses about what changes might positively impact the chosen metric.
For example, you might suspect that repositioning your “Buy Now” button will increase CTR. Create different versions of the web page or element you want to test.
Product detail page challenges to be aware of
PDPs need plenty of maintenance and A/B testing to optimize conversions. Here’s how to avoid common pitfalls that could reduce a page’s conversion potential.
Handling negative reviews.
Respond to negative reviews promptly. Fifty-three percent of customers expect businesses to reply to negative reviews within a week, according to ReviewTrackers.
Acknowledge the customer’s comments and thank them for their feedback. Provide a resolution wherever possible (eg: “email us to receive a 20% discount on your next order) or offer a refund or item exchange.
If the negative review contains factual inaccuracies or exaggerations, point this out matter-of-factly without dismissing the customer’s concerns. If you’ve made changes or improvements based on negative feedback, share this information.
Addressing out-of-stock products.
Manage stock-outs without losing sales. Add an unmissable “Out of Stock” label on the PDP and disable the “Add to Cart” button.
Let customers sign up for notifications when the item is restocked. Implement automations to send emails or push notifications to interested customers when the product becomes available again.
Offer the option to pre-order or place a back-order and provide an estimated delivery date. The site can also recommend similar or alternative products for the customer’s considerations.
Localization and language barriers.
Selling to a global audience requires localized content. Translate the website content, including product descriptions, customer reviews, and policies into each applicable target language. The website should automatically detect the user’s language based on their browser settings or IP address.
Use language-specific SEO keywords to boost search engine visibility in each targeted country. Prices should be displayed in the local currency with real-time currency conversion and accurate international shipping fees.
Coincide promotional campaigns with local holidays, events, and cultural celebrations. Consider running regional campaigns to ensure the messaging and imagery align with cultural sensitivities.
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The final word
Product detail pages are a critical conversion tool that also helps boost a site’s visibility.
If an online store runs PPC ads or social media ads, these ads can link to your PDP, making content optimization even more important.
PDPs require consistent maintenance to ensure the information is accurate, provide a positive customer experience, and keep up with ever-changing search engine algorithms and consumer preferences.
Investing in high-quality product photos and videos pays off; customers will feel more secure in their purchases and be far less likely to return items.