When it comes to creating great product pages, it’s all in the details. By looking at your product page from a conversion-oriented perspective, you’ll be able to not only analyze each piece individually, but also see how they make up the whole of the page, and how all of the features work together to ultimately convert a user.
In this article, we’ll be going over each part of a typical product detail page, complete with plenty of great examples and tips that you can use on your own product description pages… no matter what you sell.
Let’s get started!
What is a product detail page?
A product detail page (PDP) is a crucial component of an ecommerce site. It’s a dedicated page that provides comprehensive information about a specific product, allowing potential customers to make informed purchasing decisions.
It typically includes high-quality images or videos, enabling shoppers to visualize the product from different angles and get a better sense of its appearance and size.
Moreover, a well-designed ecommerce product detail page may include customer reviews, ratings, and testimonials to instill trust and social proof.
The primary goal of product pages is to provide all the information that customers need, thereby minimizing uncertainties and addressing any potential concerns.
Why are product detail pages important?
Product detail pages are of paramount importance for ecommerce sites for several reasons:
- They provide detailed information for website visitors: From technical specifications to dimensions, materials, and usage instructions, product pages offer in-depth details that help shoppers understand the product’s features, benefits, and limitations.
- They help guide purchase decisions and increase conversions: A well-crafted product detail page acts as a virtual salesperson, guiding customers through their purchasing journey. By presenting persuasive content, such as compelling product descriptions, customer reviews, and testimonials, a product page can influence buying decisions and encourage conversions.
- They support your SEO efforts: Each product page can target specific keywords and phrases related to the product, improving its visibility in search engine results.
- They provide cross-selling and upselling opportunities: A product page is not just about showcasing a single product, it can also present opportunities for cross-selling and upselling.
Essential elements of product pages
Incorporating these essential elements can significantly enhance the overall user experience of your product page and boost engagement. Here are some key elements commonly found on PDPs:
1. Product name
Obviously, your product name is one of the most important facets of the product display page. Not only do you need the name of your product, but it also has to be positioned in such a way that search engines can easily find and rank the product detail page according to terms that users will search for.
A well-crafted product description does some serious heavy lifting: not only does it accurately describe the product, but it does so in a convincing way.
The best product detail pages encourage the consumer to imagine the results of using the product or otherwise envision how their lives could be improved as a result of having it. When you can do that with a product detail page, you’re halfway to sealing the deal and getting that order!
Check out this example from Gymshark:
If you’re writing a rather lengthy product description for your product detail page, you can also consider breaking it up into bite-sized bullet points to make it more visually scannable.
A picture is worth a thousand words, and crisp, clear, professional images can truly speak for your product in a way that nothing else can. The same logic applies even when those pictures are printed.
Whether you’re displaying photographs, paintings, or posters of your products in the physical world, the right custom-made frame for your brand can enhance the visual appeal and attract more eyeballs
Plus, images are often picked up by Google Shopping and other third party product advertisers, so it pays to have good, realistic images taken by a pro.
Images are by far one of the most important (yet often overlooked) parts of a PDP (product detail page), so it’s worth the effort and expense to have your product images taken by a professional.
Let’s have a look at Gymshark’s example again. They’re showcasing multiple high-quality product images that are clickable and allow visitors to zoom in.
If a picture is worth a thousand words, a video of your product is worth ten thousand. Like product images, videos can also find their way through the web and can make for a great sales vehicle on their own when used properly.
Videos that demonstrate how a product should be used, how to get started, or even the most common questions about the product can do a lot to ease the consumer’s mind and encourage them to complete an order. Make sure the video is visible on your PDP page along with the product images.
Like product images and other product information, search engines (particularly Google) can also show your videos in their search results. Since Google owns YouTube, it should come as no surprise that if a video is a relevant part of your product catalog, it should be uploaded to YouTube as well.
Not only does this give you an opportunity to showcase your ecommerce website in search results, but it may also help your video show up when users search for product variations or other product features.
5. Call to action
A compelling call-to-action isn’t just throwing up an “Add to Cart” button and hoping for the best. This is where the rubber meets the proverbial road, and all of the work you’ve done this far is ready to spring into action and convince the user to convert.
Common calls-to-action might simply implore the user to “order now” or “add to cart,” but they can also throw in persuasive language like “only $x.xx more until free shipping!” or “low stock, only X left!”
6. Social proof
People are more likely to purchase a product if others have purchased it, too. Seeing lots of likes and comments on Facebook, lots of shares on Twitter or Pinterest, and so on can be a big push for potential buyers that are on the fence.
Positive feedback from satisfied buyers on your PDPs is another highly effective form of social proof. You can explore various forms of social proof, such as average star ratings, industry accolades, and trust badges, to bolster your credibility.
Check out how Vegetology increased their product page conversion rate by 6% with a testimonial at the top.
A great way to highlight product variations or complementary product categories is through recommendations. This is most commonly shown on a product display page as “People who bought X also bought Y.” This can be a great way to boost average order value on your online store, too.
This method was originally popularized by Amazon, but is often found on all types of product detail pages (see the example below from Sephora).
Being able to do an apples-to-apples comparison of your product against a competitor (or even against another of your products, if you’re trying to sell an improved or more expensive version) can give users all of the information they need in a visually digestible way, enabling them to make a decision with confidence.
Here’s an example from Sephora that compares similar products for potential customers:
9. Add to wish list option
Giving users the choice between adding an item to their cart or to a wishlist will help them stay organized. It’s also a great way to get a “foot in the door” when it comes to emailing them about the relevant item, such as if the price has changed or if inventory is getting low.
The legal elements of product pages
The parts of the page that inform shoppers about your terms are often overlooked but can nevertheless serve to help convert uncertain customers or those who are looking for some kind of safety net when buying from you for the first time.
They’re also legally necessary to include when selling online.
Free shipping is one of the biggest conversion boosters available. If you can provide it (even if only over a certain amount), it almost always guarantees more sales.
Don’t forget to notify users to let them know when they’re getting close to qualifying for free shipping. You’ll be surprised how much order value goes up in your online stores as a result!
You can highlight shipping information on your product details page just like Gymshark does:
Or you can use a sticky bar that appears on all product pages:
Another great option to include is a satisfaction or money-back guarantee. Some studies have shown that the longer the time frame, the more credibility it lends to the product and its quality.
What is your chargeback policy? Customers need to know the process in the event that they dispute a transaction with your store. Plus, this policy often needs to be in place in order to accept certain credit card transactions online.
4. Return policy
Return policy is another big concern for many customers. If an item doesn’t fit, arrives broken, or simply needs to be returned, how does your store handle it?
Here’s an example of a returns policy from Austin Bazaar, which clearly states how products should be returned, and how to reach out if you have questions:
Price is—not surprisingly—a big factor when it comes to conversions, but it’s not the only one. If an item is of high enough perceived value, made by a well-known brand, or otherwise has a history of quality and practicality, users won’t mind paying a higher price for the convenience and benefits.
How to improve product detail page conversion rates
Have you built the perfect product detail page including all the essential elements, but your conversion rates are still low?
A/B testing is a powerful technique that can help significantly improve conversion rates. By comparing two different headlines, descriptions, or other elements on your PDP and measuring their performance, you can identify and implement changes that resonate better with your audience.
Here are some steps to effectively utilize A/B testing for improving PDP conversion rates:
- Define clear goals: Start by identifying the specific conversion goals you want to focus on, such as increasing add-to-cart rates, boosting click-through rates, or improving overall purchase conversions.
- Select test variables: Determine the key elements on your PDP that you want to test. These could include the layout, design elements, call-to-action buttons, product images, product descriptions, or even the placement and visibility of customer reviews. Focus on one variable at a time to ensure clarity in interpreting the results.
- Create variations: Develop alternative versions of your PDP by modifying the selected variable. For example, you might create a variation with a different button color, an alternative placement of product images, or a revised product description. You can use OptiMonk to easily A/B test landing page variations against each other. Learn more about OptiMonk’s A/B testing feature here.
- Measure and analyze: Analyze the results to determine which version performed better in achieving your conversion goals.
- Iterative testing: A/B testing is an iterative process. Once you have implemented successful changes, continue testing other variables or further optimize the winning elements to refine your PDP and continue increasing conversions.
With a systematic approach, A/B testing can become a valuable tool in your ecommerce strategy arsenal for maximizing the performance of your product detail pages and increasing your conversion rate.
4 examples of product detail pages that got it right
There are lots of great examples of ecommerce product pages that do a great job of walking the user through all of the benefits and features of a product.
From bullet points to social proof, product descriptions to product images and everything in between, these product detail page designs are worth learning from:
1. K18 Hair
K18’s product page provides clear, concise information about the product, highlighting its key features and benefits. The inclusion of detailed product descriptions and ingredient lists instills confidence in potential buyers.
Caraway’s product detail page features high-quality images that showcase the set’s sleek design and versatile functionality, creating a strong visual appeal. Furthermore, the inclusion of customer reviews and testimonials adds credibility and helps build trust.
Lululemon’s product detail page combines detailed product information, intuitive navigation, and customer feedback to create an exceptional shopping experience for activewear enthusiasts.
4. Kylie Cosmetics
Kylie Cosmetics’ product detail page offers a visually appealing layout with high-quality images showcasing the product’s packaging and swatches of various shades. Detailed descriptions of the formulation, benefits, and application instructions provide customers with a comprehensive understanding of the product.
It can seem overwhelming to look at your product detail pages and think, “I have to change all of that?!”
But depending on how you approach it, you can see a return on investment almost immediately. Compelling product descriptions, vivid photos, beautiful videos, social proof, and reviews can all help you close more sales— even if there are several companies selling the same product.
The good news is that with the right analytics, you’ll be able to see precisely what effect these changes can have on your bottom line, giving you the motivation you need to roll out compelling product detail pages across your site. Your users (and your profits) will thank you!