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As an ecommerce business, your prime focus is nailing the technicalities of your website. And it’s completely justified, considering your website is your store - the platform your target audience will browse through and decide whether to invest in your products. But here’s the deal - merely focusing on the technical aspects is insufficient to lure customers.
If you’re looking to improve conversion rates and boost sales figures, you must also focus on qualitative aspects of your websites. One such aspect is the product description page (PDP). A winning product description page can help you reach your target audience better and more effectively.
Want to nail the pdp pages on your ecommerce website? Well, this post is all about understanding the anatomy of a perfect, search-engine-optimized product description page - read ahead to know more:
Effective product description pages feature several elements, each of which is just as important. Let’s have a look at some of the must-haves on your pdp pages:
The first thing you must add to a product description page is the product's name, followed by a descriptive title. The title need not be elaborate - it has to be crisp and clear, something that will catch the attention of your target audience browsing through the webpage. Try to keep the product name unique yet relevant so that it piques enough interest in the prospective buyers to scroll down and look for more details about the product.
In this section, you can elaborate more on the features, characteristics, unique selling points, and basically everything your customers should know about your product. You can also add product specifications, sizing charts, available range of colors, and other essential aspects to the product detail page as well.
Your product description page is incomplete if not supplemented by good-quality product images. When capturing product images, think from the buyer's perspective and click photos from multiple angles. This would give customers a fair idea as to how the product looks. Closeup images are add-ons, giving the customer a gist about the product's different features. Remember, at times, images can convey what words cannot - so ensure you have the best images uploaded to the pdp product detail page.
Price is a key factor on which customers base their decision to buy a product. And that’s precisely why you need to mention the price clearly on the page. Apart from the retail price, also ensure you mention other allied charges such as shipping costs or other processing fees as well. If you’re offering the product at a discount, ensure it is clearly visible on the page.
You can consider striking out the original price and mentioning the new discounted price beside it. You can also mention the discount percentage or price in a bigger, distinctive font. To make the process easier for international buyers, you can also include a currency selector that would help these customers view the price in the currency of the place they reside.
If the nature of your product is complex and you feel that the target audience could use some help understanding it, you can always add a video to the product description page. While photos give customers a good idea of what the product looks like, seeing how it works in a video will really engage them as allow them to see how it could benefit them.
Offering flexible payment options can make it convenient for customers to purchase your product. You can list different payment options, such as weekly or monthly, or other BNPL (Buy Now, Pay Later) plans. Also, mention the cost the customer would have to pay if they opt for either of these plans.
If you’re looking to simplify your payments, you can always consider Klarna, which has a Stripe widget offering multiple payment alternatives to customers. The checkout process will be much easier for your customers if you incorporate Klarna on your product description page.
Feedback from customers who have already purchased and used the product is the best and most effective way to convince prospective buyers to do the same. Make sure you have a dedicated reviews and ratings section on your product description page so that existing customers can upload their reviews easily and prospective customers can browse them quickly. Pictures in the review section are always a bonus, as they improve the credibility of the reviews and ratings.
Negative reviews are also welcome, as they allow you to address the customer's concerns and work on any drawbacks in your product.
The whole point of having a product description page is to make not just the particular page but the entire website accessible to the customer. If the customer is not interested in the product displayed or is looking for something on similar lines, a search bar can be super helpful to help them navigate to other pages easily.
The expected delivery date or delivery time span of the product also needs to be mentioned on the pdp pages. This gives the customer a fair estimate of when to expect the product. You can also convince customers to opt for your premium plans (if any) so that they can have access to faster delivery of products.
In this section, you mention the general terms and conditions, as well as your return policies. Make sure they are listed in clear, simple language so that there is no confusion among customers.
This is a great way to help address customer queries immediately. Live chats typically feature in the bottom corner of the product description page so that they are easy to locate and access. You can either hire the services of customer representatives or opt for chatbots to ensure the live chats work seamlessly.
Looking for some pdp inspiration? Go check out the product description pages of Nike, Rent the Runway. Oreo, Fitbit, and Volkswagen! These are from different sectors, and they know how to market their products uniquely via their product description pages!
A comprehensive product description page is all about improving the prospective buyer’s experience of shopping on your website. Apart from these essential elements, if your webpage requires some other specifics, feel free to add them. Remember, a user-friendly interface goes a long way in retaining customers. Keep it clutter-free and unique, and you’re all good to go!
We hope these product detail page best practices help.
With 18 years of experience in the eCommerce industry, I have successfully launched and grown multiple e-commerce businesses, the 2nd one hit 7-figures in revenue within its first year. In 2022, I joined a European food technology equipment and IT service provider as their Head of E-commerce, overseeing 14 eshops across Europe and South Africa. Selljam is where I share all those ecommerce tips, tricks and hacks learned along the way that I hope will also help you on your journey to success.