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.
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:
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:
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:
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.
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.
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:
(e.g. Shopping for paper? You may be interested in these pencils.)
(e.g. Shopping for paper? Here’s what other paper-shoppers are buying.)
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.
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.
Want to learn more?
Book an intro call with a member of our team to discover how a leading SaaS SEO agency optimizes PDPs to drive organic search traffic and revenue growth.
Or Join Society and gain access to exclusive content and free advice from our expert community of marketing professionals.
The Oldest Demand Generation Agencies Demand generation is not merely a buzzword. It’s a vital component of business growth and customer acquisition strategy. Essentially, it’s a multi-step marketing process, designed to build and nurture interest in a company’s products or services. It focuses on hyper-targeting more qualified leads: engaging the right audience, with the right […]
The importance of Accurate Tracking in Digital Advertising AKA Good-Bye Cookies 👋😭 Privacy changes from more and more restrictions on user data collection and the use of personal data means the quality of your first-party customer data is going to be key to your tech company’s future marketing success. Tracking identifiers like third-party cookies, device […]
