The Essential Elements of a High-Performing Product Page

Your product pages are often the last stop for consumers before purchasing your products. These pages provide the information shoppers want and need to make an informed, confident purchase.

You want to do everything you can to optimize your product detail pages (PDPs), so you can see the highest conversions possible. This post explores the essential elements of a high-performing product page and how you can implement these elements into your PDPs. Read on to learn more.

1. Fundamental Product Data and Content

Basic product data and content are the building blocks of any high-converting PDP. But this is also an area where many brands fail. If you don’t correctly execute fundamental product data, you won’t convert shoppers. Incomplete content drives up to 98 percent of consumers to shop elsewhere.

Conducting regular product content audits ensures your pages are optimized for high visibility and conversions.

A product content audit will answer the following questions:

• Are my pages live?
• Is my marketing copy up-to-date, error-free, and optimized for search?
• Do I have the right images and enough images?
• Am I leveraging enough enhanced or rich content?
• Does each page meet the basic quality standards for each retail or distribution site I’m using?

Getting the basics right is the first step to executing PDPs that convert.

2. Product Ratings and Reviews

Consumers will not purchase a product online without social proof. Product ratings and reviews drive your sales and are integral components of a high-performing product page.

A robust reviews and ratings monitoring strategy must include soliciting reviews from shoppers. Streamline the review process by texting or emailing a link to leave a review. Once the consumer publishes their review, monitoring and management work begins.

Review monitoring includes:

• Reading all reviews
• Responding to all reviews –– positive and negative
• Addressing and correcting problems or issues expressed in reviews
• Monitoring customer sentiment and brand affinity
• Adapting products and services to improve the customer experience

Product ratings cultivate the confidence and trust shoppers need to purchase online goods. Including reviews on your PDPs provides the social proof required to increase your sales.

3. SEO

Search Engine Optimization (SEO) is the strategy brands implement to increase their visibility in search. SEO can take many forms, and each brand’s SEO strategy is built according to the company’s unique goals.

For online brands and retailers, effective on-page SEO includes publishing content that increases your rank on the digital shelf. Content optimized for SEO increases your visibility in organic search rankings, putting your product pages in front of your audiences.

Running share of search audits helps gauge the efficacy of your SEO efforts. Knowing where you rank in retailer site search guides your content decisions and enables you to create more effective SEO plans.

4. Intuitive Page Layout

Your product pages exist to sell products and convert shoppers. The best PDPs are built with an intuitive page layout that seamlessly guides shoppers to purchase. Your customers should be able to easily navigate your PDPs, finding the information they’re looking for.

Think of your product pages as more than housing product information. They’re tools that bring your shoppers along the buyer’s journey and ultimately to conversion. Each element can guide consumers through the page and to checkout.

Clear labels and attractive, clean, intuitive design engage shoppers and bring them to purchase.

5. Clear “Add to Cart” Button

In addition to an intuitive page layout, your product pages must include a clear call-to-action (CTA) button.

Your CTA should be concise so the shopper can read it at a glance, and it needs to stand out from the other elements on your page. An optimized CTA button gives shoppers the final nudge to purchase your products.

Including a clear call to action button, like “add to cart” or “buy now,” is essential for your pages to perform. Guide shoppers to the final stages of the buying process with a simple, stand-out button that tells them exactly what to do. 

6. Informative Product Descriptions

The nature of online shopping doesn’t allow for in-person evaluation of products. As a result, shoppers rely on brands to provide ample product information that informs their purchase decisions. Your consumers will only know your product to the extent that you provide informative content.

Thorough, clear, and engaging product descriptions are central components of high-conversion product pages. Vague content – or worse, missing product descriptions – raise red flags to savvy shoppers comparing your products with dozens of others across the digital shelf.

Informative product descriptions should include the basics of your product and helpful information that will enhance the user’s understanding of and perception of the item. The more you can convey in your descriptions, the more comfortable shoppers will feel when it’s time to add to cart and complete the purchase.

7. Quality Imagery and Video

In addition to quality product descriptions, brands must prioritize their product pages’ visual and graphic elements. Quality product imagery and video are essential for brands competing in today’s omnichannel market.

Product imagery and visuals give shoppers a complete understanding of your product, how to use it, and how it will benefit their lives should they purchase it. Photography, images, and video provide an avenue for in-depth product evaluation and instill confidence in your shoppers.

8. Shipping Information

Your customers expect fast shipping and delivery options. Global retail giant Amazon sets the standard for shipping, and consumers want the same seamless experience everywhere they shop online.

Include shipping costs, timelines, and your return policy on your product pages. In an age of instant gratification that often results in last-minute purchases, consumers want an accurate delivery date as they make purchases.

9. Live Chat Features

Your PDPs should include ample information that drives shoppers to purchase. Enhanced product content like descriptions, specs, special features, imagery and video, product comparisons, and an FAQ section can address concerns, highlight consumer needs, showcase your products, and compel consumers to buy.

However, some shoppers will have questions or require additional information before making the final purchase decision. A live chat feature on your product pages provides instant support for your shoppers. Whether through an automated bot or a customer representative, live chat support can decrease cart abandonment and enhance your product page performance.

Optimize Your Product Pages with Content Status

Every element of your PDPs drives shoppers to purchase or causes them to buy from your competition. Content Status has the tools, solutions, and support you need to execute high-performing product pages. Reach out today to learn more about how we can help you win the digital shelf.