Optimising PDPs - 10 ways to make sure you maximise conversion on your ecommerce website.

Today we’re going to look at your PDPs - Product Detail Pages - to make sure you are maxing out your conversion opportunities. Product pages are the backbone of any ecommerce website. They are the pages where customers make their buying decisions, so it's crucial to optimise them to maximise conversions. Here are some effective strategies to optimise product pages on your ecommerce website.

1. High-Quality Product Images

The first place to start is your product images as they are the most critical element of a product page. Your customer can’t touch your product, they can’t turn it around to see if from all sides and they can’t look closely at each element of it. Therefore, your images need to do all of these things. Use high-resolution images, with a zoom-in feature to allow customers to examine the product closely. Ensuring you have several product images from multiple angles can help customers visualise the product and use lifestyle images to showcase the product in use or in context, as this can help customers imagine how they might use the product themselves. And finally, make sure the images are optimised for web use to ensure fast page load times.

2. Detailed Product Descriptions

Product descriptions provide customers with essential information about the product, such as size, colour, material, and all of its features. Use descriptive, keyword-rich product titles and descriptions to help customers find the product through search engines. Write product descriptions that are detailed and informative, answering common customer questions and highlighting unique features. Avoid using overly technical language or jargon that customers may not understand. The trick here is to be detailed but concise; no-one will read eleven paragraphs of description, but you want to make sure you cover all the important info about your product. Try using bullet points and subheadings to make the information easy to skim and digest.

3. Clear Product Specifications

Product specifications provide customers with technical information about the product, such as dimensions, weight, and materials. Use clear, concise language to describe the product specifications, and I’d suggest using a table or bullet points to highlight them and make it easy to read. And make sure the specs are accurate and up-to-date! 

4. Customer Reviews and Ratings

Did you know that 88% of consumers worldwide consult reviews when discovering a local business? Customer reviews and ratings provide social proof and build trust with potential customers. Use a review system such as Trustpilot that allows customers to leave ratings and written feedback. You can also encourage customers to leave reviews by sending follow-up emails after purchase or offering incentives. Display these reviews prominently on the product page, with an average rating and the number of reviews. Add in filters to allow customers to sort reviews by the most recent, most helpful, or highest ratings too.

5. Related Products

Related products are products that are similar or complementary to the product being viewed. Display related products on the product page - 3 or 4 products will do -  to help customers discover more of your products and increase the chances of upselling. Use can product recommendations based on customer behaviour, such as recently viewed or frequently bought together products, or you can simply display other products in the same category.

6. Product Videos

Product videos can help customers visualise the product and showcase its features and benefits in much more detail than multiple images can. Create product videos that are short, engaging, and informative. Demonstrate how the product works, how it is used, or how it looks from different angles. 

7. Clear Call-to-Action

Are your calls-to-action(CTA) as clear as they can be? A clear call-to-action (CTA) is essential to convert visitors into customers. They need to be prominent and stand out from the rest of the page. Use action-oriented language that encourages customers to take action, such as "Add to Bag," "Buy Now," or "Get Yours Today." Use contrasting colors and white space to make the CTA button stand out. Red, green, yellow and orange are popular colours for CTAs as they stand out on the page.

8. User-Friendly Layout

A user-friendly layout is crucial for a product page. Use a layout that is easy to navigate, with a clear hierarchy of information. Use white space to separate different elements and make the page easy to scan. Avoid clutter! Use clear headings and subheadings to organise the information, and use bullet points to make the information easy to digest.

9. Mobile-Friendly Design

A mobile-friendly design is essential for an ecommerce website, as chances are your customers are browsing your site on their mobile devices. It’s crucial to have a mobile friendly PDP to maximise conversion. Use a responsive design that adjusts the layout and content based on the device's screen size. Use large buttons and clear text that is easy to read on small screens. Truncate the content or miss out some less relevant sections if it makes the mobile experience better. And finally, make sure your checkout process is also optimised for mobile devices.

10. Trust Signals

Trust signals are elements on the product page that build trust with potential customers, to put them at ease about buying from you. Use trust signals such as security badges, membership accreditation logos, payment method icons, social proof etc, to show your customers that you are active, engaged and legitimate business that  your customers can safely purchase from.

So there you are - 10 things to look at on your ecommerce website product pages, to ensure you are maximising conversion.

If you have any other suggestions just let me know!