Product content shown by Comparison Shopping Engines such as Google Shopping is often pulled from product detail landing pages. This means that Product Detail Pages (PDPs) or eCommerce product pages are direct or indirect increasingly becoming the first touchpoint shoppers have with your products or brand.
Optimizing your product imagery, content and listings on your own and your resellers' websites is important to benefit most from this and boost eCommerce conversions.
How to optimize a Product Detail Page (PDP)? Ask yourself the following questions:
Also read: Does your page provide sufficient customer reviews to help your customers buy the product they want?
The product title is an important sales factor. In addition to the product title being prominently displayed in the customer journey, it also influences your findability within an (eCommerce) search engine.
Do not include (temporary) indications / words as an offer or discount in the title.
The image above shows an example of a products' criteria that are measures calculating the Digital Content Completeness score, a score SiteLucent uses to give brands the steering wheel and control of their product content on indirect sales channels. In the image we only see the minimal criteria, the basic and extended criteria are not shown. Click the image to learn more about the DCC score.
Adding 5 – 8 images and 1 – 3 videos to a product results in higher engagements that lead to more conversions.
1st (main) image:
In the image on the right we see a good example of a main product image. The product is filling, background is white and there are no other distractions such as shadows, logo's or icons.
Show more than one image, preferably 5-8 images. The following tips only apply to the images shown after the main image:
Images and videos go hand in hand to help a customer make a confident buying decision. Video’s can be used to explain the usage or the intent of the product.
Try to write your description as complete as possible. List all the things that make the item attractive, that are important to know before purchase, and that you can remove any barriers from the customer. With a good product description, you can ensure that you stand out and take away any questions from the customer.
4 tips to write an optimal product description:
Why would you want to optimize product content?
Correct, complete and unique product content:
Identify and complete shortcomings in product content to increase engagement and conversions. Imagine you could set your products' content criteria and take the steering wheel on all eCommerce channels! An important and handy content KPI’s that we use at SiteLucent is the DCC score, Online Content Completeness Score.