10 ways to optimize your PDP conversion rates.
So many brands invest in paid media without fully optimizing landing pages to squeeze as much return from their investment as possible. A large proportion of this paid traffic lands on Product Detail Pages (PDPs), and with purchase intent generally high, there’s a lot of opportunity to boost conversion rates…
1. Visualisation
Offer your users as much opportunity as possible to visualize themselves using your product.
Finlay do an exceptional job of allowing you to virtually try on the range of spectacles that they sell online. They even save your video as the main PDP image for whenever you return to view the product again.
2. Product imagery
Don’t underestimate the impact that great product images can have in converting visitors to your PDPs. Fashion brands will likely benefit from images of products on models, campaign/lifestyle imagery, material close-ups and packshots. Beauty brands generally display images of before/after, texture, models and reviews, application instructions, etc.
Absolute Collagen display a broad range of imagery to support users in their decision-making, including before and after UGC content.
3. Product description
It’s pretty obvious, but a well-written product description has the power to tempt a purchase much more than a paragraph thrown together at the last minute. Remember your target customer when writing the copy, entice them with benefits, and make it scannable and easy to digest.
4. Variant selection simplification
Don’t complexify the variant selection process for your users by hiding them away in picklists. List out all available colourways and sizes to simplify the experience.
Under Armour are a great example of a brand that lists out all variant options making it very easy for users to navigate and select.
5. Delivery and returns
If you offer free shipping and returns, make sure your users know about this at their critical decision-making points. Even if you don’t offer free returns, make it clear what your policy is, to avoid a surprise at the checkout causing a high abandonment rate.
Asos make it very clear that delivery and returns are free for the product being reviewed, but without obstructing the path to purchase.
6. Endorsements
If your products are so great that they’re winning awards and gaining recognition in the press or from celebrities, then use that validation to it’s full advantage. Think as well about your social content creators. Embed those videos into your site – they can work incredibly well at driving sales directly in-platform, so can certainly have the same affect onsite.
Lelet New York have a strong band of influencers that work hard to sell their products on social media. Repurposing this content on their own website offers another layer of validation. The integration is powered by Tolstoy.
7. Reviews and FAQs
Reviews should be easy to navigate (filter options by star rating, with or without photos, etc) and FAQs are also great for SEO with plenty of fresh, rich content.
Ren Skincare offer users the opportunity to filter reviews by star rating, with or without images, and skin concerns. The solution is powered by Yotpo.
8. Brand content
If your PR machine is working hard, or your content creators are setting TikTok on fire, then you’ll be getting a lot of new users to your PDPs, that don’t know much about your brand. Don’t make it hard for them to find out more about your mission and values.
Candy Kittens has a global content block that explains their mission, USP and core brand values. Simple but effective content for anyone unfamiliar with the brand.
9. Alternative options
Give your users an escape route, in the event that they reach the bottom of the page, and aren’t convinced by the product that they’re browsing. If they’re still keen on your brand, then they may be interested in reviewing similar products or categories.
Agent Provocateur displays links to the Gift Guide, gift cards, and the Outlet - as they know a large proportion of site users are not buying for themselves.
10. Live Chat
If your PDP doesn’t quite offer all the info required for your visitors to make a decision, then make sure a customer care agent is at hand to quickly and easily answer their questions. Live Chat is the perfect channel to engage with users in a timely and efficient manner. Just don’t leave them hanging!
Also, don’t forget…
Add to bag button – it’s a great idea to pin your add to bag button to the bottom of the screen (all devices) as users scroll, particularly on long, content-rich PDPs.
Remember mobile – mobile is increasingly accounting for the majority of online retail traffic and sales. All your core page templates should be fully optimised for mobile. Don’t forget tablet too – it will account for just a small proportion of users, but will usually convert well.
Remove clutter – don’t distract your visitors with content that isn’t pointing them in the direction of a purchase. Distracting them with pop-ups or irrelevant information will likely lead to abandonment.
A/B testing – best practice is a great, but not all customers are equal. Test your page templates and content to really squeeze out every conversion % point that you can.
Promote your promotions – don’t be shy with your strikethrough pricing (font size and colour), badge overlays, etc. If you’re offering a great deal, shout about it!
Scarcity – shoppers generally hate missing out on a good deal or a product that they love (or at least think they love). If stock is running low, this can drive a sense of urgency and turn browsers into shoppers.
Trust badges – although consumer confidence in shopping online is generally high, particularly since the pandemic, it’s a good idea to include trust badges (payment, security, etc) so that your customers know their data is safe.
If you’re looking to evaluate your site UX, optimise conversion rates, or just generally develop your ecommerce strategy and need support to understand the best approach, please feel free to get in touch for a free and informal chat.