1) It makes the most of the top of the page
For reference, here is the link to the product page we cover.
Also known as “above the fold,” the information customers see first can make or break conversions. When you look at this page, you see a prominent image, clean product description, reviews, pricing, and an incentive to purchase via a significant discount offer.
At a glance, the customer gets a sense of the product and the overall value while feeling a sense of urgency related to the discount offer.
This PDP provides several incentives for visitors to keep scrolling, or in some cases, enough information to make a purchase, depending on the leg of their customer journey.
Why does this work?
- The PDP uses classic descriptives that are music to customers’ ears, like “Easier” and “Cheaper”
- The price discount is communicated with a visual price slash indicating savings and value while creating a sense of urgency
- They include an upsell CTA indicating bundling will save them 25%
- They have a prominent collection of images to show the product in use
2) Have a step-by-step of how to use it right on the page
Some visitors might land on this page as part of a search to find out what a sous vide cooker is. They might also know the term but want to figure out if it’s something that will make their lives easier.
By including a step-by-step of how the product is used, visitors understand how it resolves their problems.
Customers want ease of use, and seeing people using it without any trouble assures them they can use it too.
Why does this work?
- When making a purchase, customers factor in ease-of-use
- The steps help educate the unfamiliar who’ve landed on the page during the awareness or discovery phase of their journey
- As a relatively new product that is catching on, the product might be intimidating, and the steps provide a sense of confidence to customers
- Large images make the steps easy to follow while also putting the product in context with a kitchen in the background and with hands pushing the buttons to show the size
- The steps include the final product, a delicious, healthy salmon dinner that felt effortless to prepare
3) Make those product specs shine
As we said, PDPs make or break a sale. Therefore, you need to ensure the product specs shine by answering customers’ questions and overcoming their objections.
The specifications aren’t fussy and instead are displayed on an easy-to-read chart. The size is clear in both inches and centimeters, appealing to anyone visiting the page. In turn, it provides a quick overview that also makes it easier for comparison shopping.
Visitors can quickly spot the features and other essential details such as the warranty, which helps build trust.
Instantly, they know if the product is too large, uses too much electricity, and is compatible with their preferred connectivity.
Why does this work?
- Customers don’t have to search through piles of information to know if this is the exact product to meet their needs
- Everything is on one page with limited clicking and scrolling required
- Since most people are likely using their phones, they can gather the information without frustration as the page is responsive and mobile-friendly
This PDP is a prime example of leveraging all possible structured and unstructured product data. Everything is made clear for customers so they can make an informed decision.
Because it takes a combination of structured and unstructured product data to create a comprehensive PDP, you can improve your product detail pages using a PIM/DAM system. A hybrid PIM/DAM manages your images, specs, and product details from one central location as a single source of truth. It also automates processes that enable collaboration across product development, marketing, creative, legal, and other key departments.
As a result, you ensure you create effective PDPs that are approved, compliant, and ready to upload to your website and other popular marketplaces. Through automation, you enjoy increased time to market and gain an advantage with enriched product details that drive conversions.
Pimberly’s hybrid modern PIM/DAM is the solution to creating effective PDPs. Reach out to our team to set up a free demo.