How to Create the Perfect Product Detail Page (PDP)?
Sam Van Hees • 14 June 2022
A product detail page (PDP) is a webpage where customers can find specific information about a product. These pages are critical for eCommerce success, as it's the last page people visit before adding a product to the shopping cart.
In this blog, we will cover everything you need to include in your product detail page (PDP) to ensure high conversion.
The essential elements for product detail pages
1. Page speed
First and foremost page speed. If your visitors have to wait for more than 2 seconds for pages to load you’ve already lost half of your customers.
Nowadays most traffic comes from mobile devices and pages tend to load slower on mobile devices. Ensuring pages load within 2 seconds on both desktop and mobile is essential for converting visitors into customers.
2. Product attributes
Each product consists of product attributes (color, size, power usage, etc.) and for each product, they differ. Clearly showcasing relevant product attributes is therefore essential.
For clothing you want to make sure people can easily select sizes and colors and in addition have a good overview of all the sizes and colors available. For other products such as a kitchen table, the dimensions and amount of people it can seat are more important.
3. Product title
Try to be as specific as possible with your product titles. Unlike IKEA which can pull this off, product titles should not be vague or abstract. The goal of the product title is to clearly show visitors what sort of product it is.
4. Product description
Product descriptions should be to the point and accurately describe the product’s features and benefits. Descriptions can also include common objections or doubts regarding the product.
Let’s say you sell kitchen knives, a common doubt with regards to knives is how sharp they are and whether they are easy to clean. The product description is the perfect place to address these doubts and talk about how easy it is to cut through hard vegetables like potatoes and carrots and that it's possible to put the knife in the dishwasher.
5. Product visuals
Visuals of the product are by far one of the most important elements of a good product detail page.
A product detail page (PDP) should have at least five product images from different angles. Out of the five, one of the images should showcase the product in scale. These images are sometimes also referred to as lifestyle or campaigns images. The goal is to showcase the product in a more realistic manner by having a model wear your product or showing a piece of furniture in a house.
Nice to have visuals are product videos, 3D images, or the usage of AR. Although video can almost be seen as an essential product visual.
6. Reviews and user-generated content (UGC)
90% of consumers read product reviews before purchasing. Reviews allow shoppers to learn from their peers’ experiences which helps boost their confidence in your brand.
What also works wonders is user-generated content (UGC). This is any content created by your customers, from a photo on Instagram to a full-on product review. A great way to incorporate this is by having a social media content block on your product page.
Recommending users other products is a great way to help visitors on their discovery journey. As a result, you can benefit from improved conversions and higher average order values. However cross-selling should not distract visitors from reading the critical product information of the product he or she is currently exploring. Therefore you need to include a cross-selling section further down the product detail page.
8. Shipping information
59% of sites don’t display shipping information at all on the product page. While many visitors don’t want to wait until checkout to know when they’ll receive their order. In order to stay away from unpleasantly surprising your customers, provide a delivery-date estimate, or delivery-date range, near the “Buy” section.
Product detail page examples
Gymshark is a direct-to-consumer fitness apparel brand that is taking the world by storm. The company was built on top of fitness influencers and since then turned into a household name, competing with the world’s largest fitness and apparel brands.
Their product detail page follows the latest do’s and don'ts and is a perfect example of how to do it right.
Most of the essential elements are visible from the moment you land on the product detail page. From relevant product attributes (size and color), high-quality product visuals, and social proof with the star-rating section in the top right corner.
When scrolling down you encounter different payment options, the product description, and the delivery and return policy. What’s great about this page is that they have included a few passive calls to action: free standard shipping over $75 and free express shipping over $150. This is a great way to influence customers to add more products to their shopping cart.
Below the product visuals, you scroll past the review section. They clearly showcase the number of reviews and the average score. But it doesn't stop there, Gymshark also breaks down the reviews in terms of star percentage and how the product is rated on relevant product attributes.
Last but not least, at the bottom of the page you get a cross-sell section with complementary products.
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