Product detail pages (or PDPs) are a critical phase in a website user’s journey from homepage to checkout. Seemingly small mistakes or omissions can create friction that keeps that from adding products to cart, even if they’re interested, costing your business revenue.
Here’s how to build a perfect product detail page:
Utilize clean, high-quality product photos that align with the rest of your website’s and brand’s imagery. Show the product in use with lifestyle photos and use video to increase engagement.
Craft a brief but informative and engaging product description that focuses on the product’s unique value proposition. Save real estate on the page by using accordions or tabs to categorize information (ex: Description, Ingredients, How To Use, etc.) or modal pop-ups to display important details like a size guide or shipping rules.
Use your below-the-fold space to offer more in-depth detail and get creative with visually engaging elements like iconography that demonstrates product benefits and features.
Website users should always have access to a large, obvious purchase button. This CTA should stand out and live above the fold, but in order to make sure users always have access, you can use a sticky CTA bar that scrolls with them as they explore below the fold.
Display social proof like star ratings and reviews below the product name. Embed images of customers who used the product. This content goes a long way in developing the third-party validation necessary to convince many potential customers that your product is worthy of their hard-earned dollars.
Show related products and items that other customers frequently view or buy. This also contributes to social proof while encouraging users to add more items to their carts.
For higher price-point items, including a chatbot for live customer service can help move customers across the finish line by allowing a support person to answer questions that may be keeping someone from purchasing.
Turn exits into possible conversions by implementing an exit-intent popup offering a discount. Make sure the popup is well-designed with compelling copy to really encourage users to change their mind about leaving your site.
Create an interactive shopping experience by linking product options (color, type, size, etc.) with your image, so your image will dynamically to the variant the user selects.
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Farica is a Web Designer at Hawke.