A Product Description Page (PDP) is a web page on an eCommerce site that features a description, images, reviews, sizing, pricing, and other details for a single product.

Why is a Product Description Page Important

Product description pages represent a key stage in the eCommerce sales funnel where purchasing decisions are likely to occur. Prospective customers visiting your PDPs often have high purchasing intent, but may still require more information or persuasion before they decide to purchase. 

Product description pages can also appear in the Search Engine Results Pages (SERPs), resulting in higher traffic and increased sales.

That’s why it’s important to optimize your product description pages by:

1. Clarifying Your Offer → Telling your prospect the final price and exactly what they’re getting.
2. Eliminating Uncertainty → Providing all of the information your prospect needs to make a decision and know what to expect, from product specs to shipping details and cost.
3. Leveraging Persuasion → Using testimonials, customer reviews, and success stories to help your visitors feel confident in making a purchase.
4. Following On-Page SEO Best Practices → View our on-page SEO checklist.

Including SEO-optimized product info and persuasive elements in your PDPs, and organizing the content in a logical and intuitive way, earns you more traffic and gives your potential customers the confidence and peace of mind to finalize a purchasing decision. 

Product description pages are different on every eCommerce website, but there are a handful of typical components that you’ll see repeated everywhere.

Product description pages often include the following:

• A Menu Bar that can help visitors navigate to other areas of the site if they decide not to make a purchase.
• A Search Bar that visitors can use to search for other products on the site.
• An “Add to Cart” Button that visitors can click to add the product to their virtual shopping cart.
• A “Check-out” Button that visitors can click to initiate the check-out and payment process.
• A Product Name that identifies the product for sale.
• A Product Description that details relevant features and benefits of the product.
• One or more Product Images presenting the product from different angles or showing how to use the product.
• Any additional Product Specifications, including dimensions, measurements, weight, color/size, and other details.
• Product Pricing details, including payment terms, payment methods and financing options.
• Shipping Details, including costs for shipping/handling and estimated delivery times.
• Personalized Product Recommendations that help visitors discover similar or complementary products featured on the site.
• Customer Reviews that can help visitors decide whether the product on the page is likely to solve their problems.
• Readily available Customer Service (e.g. a customer service chatbot) that makes it easy for visitors to quickly ask a question or get more information to help with their purchasing decision.

The components of a PDP work together to inform your prospective customers about the product, provide details about the purchasing process, and persuade them to take action. 

If the prospective customer decides not to purchase, features like personalized product recommendations and the eCommerce menu bar make it easy for them to navigate away to start exploring other product categories or PDPs.

Looking for actionable advice that can help you improve your product description pages? Here are our five best tips for optimizing your PDPs:

1. Write Descriptive, Keyword-Rich PDPs

Writing detailed product description pages that are rich in product-related keywords can help you rank your PDPs on Google, winning you highly-targeted organic traffic that converts into sales. 

Caption: Product names and product descriptions should be as detailed as possible to differentiate your products and maximize the number of keywords your PDP could potentially rank for. 

2. Include High-Quality Product Images

High-quality product images are probably the most important component of PDPs when it comes to driving sales. If your customers can’t see in detail what the product looks like, it’s unlikely that they will feel confident to make a purchase. Take high-resolution product images that present the product from multiple angles, showcase key features, and depict happy customers engaging with the product.

3. Implement Product Recommendations

Personalized product recommendations are one of the most powerful ways to drive overall eCommerce sales. McKinsey and Company once reported that Amazon.com was generating 35% of its revenue through its product recommendation engine. 

Product recommendations drive sales by:

• Helping customers find similar/alternative products to the one they’re currently viewing. (e.g. Shopping for paper? Here are some other kinds of paper.)
• Helping customers find complementary products to one they’re about to purchase.

(e.g. Shopping for paper? You may be interested in these pencils.)

• Helping customers find products that were previously purchased by similar customers.

(e.g. Shopping for paper? Here’s what other paper-shoppers are buying.)

4. Emphasize Your CTA(s)

Emphasizing your calls to action (CTAs) is all about understanding your most important goals for customers visiting your PDPs and directing customers to those goals by making them stand out. 

The most important goal for customers on a PDP is the Add to Cart/Buy Now button, which indicates the desire to purchase. Make sure these buttons appear clickable, are strategically placed and highly visible on the page, and have a unique color that draws your prospect’s attention.

5. Deploy a Conversational Chatbot

Deploying a conversational marketing chatbot on your PDPs creates a channel where your prospects can access information, ask questions, and connect with your team to support their decision-making process. In many cases, delivering a quick and helpful response to a customer inquiry on a PDP can result in an immediate sale.

To maximize the revenue potential of PDPs, the most successful eCommerce marketers employ both conversion rate optimization (CRO) and search engine optimization (SEO) techniques to craft keyword-optimized PDPs that rank for product-related keywords in the SERPs and effectively convert visitors into customers.

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