The Formula For An Impactful PDP to Attract Your Digital Audience
Online shopping has been around for a while, but recently, its popularity has skyrocketed. Online stores are popping up everywhere, and while this means good news for shoppers who want to skip the long trip to the mall and the queues, it spells more competition for eCommerce site owners. Your role is to stand out from the hundreds of sites that sell the same or similar products as you if you want to boost sales and build a loyal customer base.
There are several tools available for your eCommerce site to attract more shoppers: one of them is the product detail page or PDP. A PDP is a web page on an eCommerce site that displays the in-depth description of a specific product with size, color, price, reviews, images, etc.
The PDP can make or break your chances to make a sale. Why? Because first impressions matter. Your PDP speaks for more than just your product. It also represents your brand image, whether your site is trustworthy, and whether you pay attention to detail.
The problem with the PDP on E-commerce sites is that they are either too simple or too cluttered. The trick is to strike a balance between the two. Below, we will detail the best PDP practices that will attract a larger digital audience.
1. Use clear images
Product images are a straightforward way to attract potential customers to your site. Some customers might still be skeptical or hesitant to make a purchase online, but adding a sizable high-resolution picture to your PDP will help customers see what they are about to purchase and give them confidence
For example, if you are selling a wig, clear pictures from different angles, in different colors, and of various lengths will make it easier for buyers to choose because they can picture how they will look.
Customers will view your site from both their phones and their laptops. To cater to both devices, ensure that the photo is not too small or too big. It would be an excellent option to allow the downloads of your product pictures. This trick will help with conversion because as a customer is browsing through their gallery, they can land on your product and consider buying.
Another tip is to include images of real people using or wearing your product. This humanizes your brand, and if you have people of, say, different sizes wearing your product, this will convince your customers even further.
2. Product name and summary
Your product name is your first selling point. The name you pick for your product can help you close a sale in a few words. For instance, if you own a beauty brand, and your product name is 'Triple-Action Toner' or 'Three-In-One Cleanser,' A potential buyer is already intrigued. A three-in-one means they have saved money on two other products because the one you are selling is multi-purpose.
When it comes to other product information such as price, features, and benefits, make sure it appears on the first page. This can be very hard, especially if you want to give your buyers all the available information. Luckily, there are many tricks around it. One such example is iconography, bold fonts, and colors.
You can highlight your product’s Unique Selling Point on the product image with short phrases about the features and other relevant information, such as: 'reliable and durable,' '15% off,' or 'reusable.’ Not only that it intrigues customers to learn more about your product, but it also helps them to save time before looking at the more detailed information about the product by scrolling it down.
3. Write exceptional product descriptions
Product descriptions are a summary of everything a potential buyer needs to know about your product. It’s vital for your product. What, then, makes an optimal product description?
The secret is to put yourself in the shoes of the buyer. If you were buying this product, what would you hope to gain from it? What ingredients or features are you looking for specifically? Once you know the answer to this question, move to the next one: If you were given only forty-five seconds to sell this new product to my friend, what vital pieces of information would you relay? How would you entice them to buy this product? Now get to writing your short but sweet description.
Another way to be brief is to employ the use of bulleted points. They are informative and, literally, to the point. It helps if you aim for a short description because people's attention span is short. Some people browse through eCommerce sites because they are bored. Grab their attention with something exciting and concise..
4. Include product ratings and reviews
It is no secret that online shopping can be very disappointing. Aside from the shipping costs and long waiting periods, when the product finally arrives, it can fail to meet your expectations. This is the number one reason people are skeptical about ordering online. The product can be a size too big or look completely different from how it was displayed on the PDP.
To build a potential buyer’s confidence, add product reviews and ratings to your PDP. Let previous buyers have the option to rate your product and leave comments and pictures of the purchases they made. A buyer has more confidence in a stranger’s opinion because they do not gain anything from leaving a false positive review.
5. Add videos of your products
Videos are an excellent way to put your potential buyer's concerns to rest. With online shopping, buyers can't touch or feel the product to check its quality. However, a video is the next best thing. Customers are 64% to 85% more likely to buy a product after watching a video because a video shows your buyers exactly how a product looks. If you decide to use a video, keep it short and ensure that the lighting allows for a clear image. If you can show how your product works or set it up, that would be a bonus.
Video is not only helpful in closing a sale. A video drives much traffic to your site because Google prioritizes pages with video content when someone searches up something in the engine. Additionally, a buyer watching your video reduces the bounce rate and increases the dwell time on your website. This is because videos are more engaging and attention-grabbing than text for many users.
6. Include a related products section on your PDP
Including a 'related products' page has several benefits to both the buyer and the business owner. For one, it shows the client that you have a great selection of items they can pick from.
On the other hand, it is a way to make more than one sale through cross-selling and up-selling. For example, if a buyer adds a yoga mat to their cart, you can recommend dumbbells, workout outfits, and water bottles. By showing them related products, you suggest that they can buy all the other items they might need.
Alternatively, you can have a 'buyers also viewed' or 'you may also like section to show potential buyers other popular items in the same range. People love trends and will be more inclined to buy an item because others are buying it: the bandwagon effect. You can take advantage of this mindset to close more than one sale.
7. Be clear about your shipping charges and dates
One point of frustration for online shoppers is the exorbitant shipping charges. A buyer will find a product they have been searching for weeks, in their exact make and price range, and hurry to make a purchase. Then, they stumble over the total at the checkout menu when the shipping fee is added. In many scenarios, a disgruntled buyer will leave the site immediately.
If you want your eCommerce site to stand out, aim for transparency and honesty. Include the shipping charge next to the net price of the product. This allows the buyer to decide if they can afford the total cost or find something cheaper.
Another detail to include is the ETA for packages. Let buyers know how soon they will get their packages and how these dates are affected by holidays.
In business, being trusted by a customer goes a long way. Buyers would sooner purchase from a credible but slightly pricey store than a cheap but dubious one.
8. Make your call to action attractive and urgent
Now it's time to close the sale. You can do this by reeling the buyer in using a discount for a first purchase, such as free shipping or even a freebie. In addition, you can make the purchase more urgent by showing a stopwatch indicating how many days or hours are left before a flash sale closes. This increases your chances of buying because everyone loves a good bargain.
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Drop us a message today and have an eCommerce site customized to your business needs.