Imagine you’re shopping online, researching a new product you’d like to buy. As you scroll through the pages of inventory, you spot a brand that you’d like to know more about. You click on the product detail page, or PDP (also known as a product description page or product information page) to learn more…
Immediately, your eyes are assaulted by a random smattering of information. There are only one or two pictures of the product, and they don’t show the product in use. The copy is confusing and doesn’t tell you what you want to know. Where are the reviews? Where are the images? It’s all so confusing. As quick as you arrived, you hit the back button, and you’re on to the next product, the poorly designed page quickly forgotten.
You’ve just come face-to-face with a bad product detail page. PDPs are meant to give your customers all the information they need to sell them on your product. A disorganized PDP is a surefire way to churn customers and miss out on potential sales. That’s why the PDP is so important: As the old saying goes, time is money, and if your PDP slows customers down, doesn’t answer their questions or confuses them, they won’t follow through with the purchase.
The first thing brands need to do is ensure that their digital shelf space is working for them, not against them. Many of our clients here at Porchlight want to know easy and affordable ways to improve their customers’ online experience, and the PDP is a great place to start. When we’ve overhauled their PDPs, our clients have often enjoyed boosted sales and engagement as a result.