Brands need to ensure that they have relevant, impactful product content across all channels of commerce. This is crucial for driving sales, building consumer trust, and enhancing brand loyalty in the competitive e-commerce landscape. In fact, studies show that 70% of online shoppers decide not to purchase a product because the copy is poorly written or nonexistent.
The product detail page (PDP) is the most important page on a brand’s website as it houses all of the product content. It serves as a key component of a brand’s digital shelf, which is open 24/7 and provides customers with the information they need before making a purchase.
To meet customer expectations, product content on PDPs should include honest and relevant product descriptions, high-quality images capturing all angles and features, videos, product dimensions and specs, ingredients and certifications, how-to guides, and consumer reviews. Providing all of this information is essential for helping customers make quick and confident decisions during their buying experience.
Well-crafted PDPs can make or break e-commerce sales, especially in an era where online transactions are increasingly common. E-commerce sales exceeded $1 trillion last year, highlighting the significance of relevant and impactful product content.
PDPs also help brands differentiate themselves from competitors by showcasing unique selling points, resolving pain points, and persuading customers to choose their offerings. Over 80% of consumers believe that quality product content is more important than brand recognition when making purchasing decisions.
Creating the perfect PDP involves four essential ingredients. Firstly, honest and relevant product descriptions that highlight unique features and are SEO-optimized. Secondly, high-quality photography, including lifestyle photos, hero imagery, and scale shots, which increase sales and decrease returns. Thirdly, rich content such as videos, 360-degree spin photography, comparison charts, augmented reality, and hotspot imagery that tells the whole story of a product and improves customer trust and authority. Lastly, product bundling suggestions that increase the average order size and drive more revenue per transaction.
By focusing on these elements, brands can meet customer needs, build relationships, and stand out in the competitive e-commerce landscape.