How to build a Product Detail Page (PDP) that drives sales

We all recognise the importance of developing a well-crafted Product Detail Page (PDP), particularly when showcasing your branded products across the e-commerce network. It’s the crucial touchpoint in a shopper’s retail journey: the final opportunity for brands and retailers to prompt shoppers to complete their transactions.

We believe online shopping should offer more than a product’s key details: it should create an experience that lasts, and give shoppers a vision of a brand’s world.In this blog, we’ll go through key things you’ll need for a PDP that gets shoppers interested and boosts conversions!

What is a product detail page?

Let’s start by defining what a PDP is. It's a dedicated page on an e-commerce website, displaying all the details of a given product. Each such page features essential product information. It may also feature elements such as images, colours, size options, pricing details, return policies and customer reviews, among other features. Ultimately, a PDP is where a shopper can make a purchase.

This product information falls under the category of ‘product content’, which you can split into two types: essential content and branded content. Essential content is what the retailer needs to publish a page. Take a look below to see which essential details should be on an e-commerce product page:

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- Product name

- Brief description

- List of features

- Image gallery

- Price

- Stock availability

- Technical description

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Branded content varies slightly by providing additional details and visual elements known as ‘rich content’. Below we have listed what this typically includes:

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- Customised description

- Videos

- Extensive image galleries

- 360-degree images

- Graphic resources

- Downloadable material

- Augmented Reality features

- Interactive icons detailing product descriptions

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While essential content must always be included in a PDP, rich content is especially recommended, particularly for complex products within industries such as consumer electronics, toys, luxury and beauty. Below we have outlined additional key objectives of enhanced content:

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Varied shopping experience

Each person shops in different ways. Having a diverse shopping experience allows shoppers to become engaged and moreover interested, which can encourage repeat visits and prolonged exploration of your brand’s offering.

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Greater visual appeal

Enhanced content effortlessly presents a product’s features in a clear and dynamic manner, giving shoppers increased confidence towards their purchase decision-making.

Adding value to stand out from the competition

Enhanced content helps your brand stand out from the competition. It’s important to ensure your content has a distinctive brand identity and attracts shoppers beyond basic PDP content.

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Increased sales

Our data reveals that enhanced content with Flixmedia can boost conversions by up to 27%. Additionally, we observed a 14% increase in conversions for certain brands within the consumer electronics industry and a 10% reduction in returns for brands overall.

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What type of enhanced content should a PDP include?

Our recommendation is to include as much content as possible. In fact, we recently conducted analysis to determine whether the placement of interactive content on a brand’s PDP affected shopper behaviour. Our analysis has shown that including more content within a PDP leads to higher video play and interaction rates.

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Our analysis also highlights the importance of routinely reviewing your PDPs both to tailor them to the preferences of your shoppers and to maximise conversions. To ensure your product pages stand out, assess whether they meet the following criteria:

-      Aesthetic appeal: are the visuals captivating and engaging?

-      Optimised UI/UX: is the PDP easy to use/navigate on desktop and mobile browsers?

-      Video: do the videos have a decent average view time? We recommend an average view time of 27 seconds.

-      Good page load speed: does the PDP and rich content have a good load speed?

-      Innovative appeal: does the PDP incorporate engaging and interactive features to present the product?

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Include the following content types to maximise the effectiveness of your PDP:

-      High-quality images and videos

-      Full-width feature images

-      Swipe-able carousels

-      Spec list (ensuring longer lists are expandable, not shown in full)

-      Comparison tables

-      Frequently asked questions

-      Interactive content

-      Augmented Reality

-      Customer ratings and social proof

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To learn more about how you can enhance your PDPs and boost conversions, explore our Flix Solutions, or schedule a demo with one of our experts today.