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Best Practices for Product Detail Pages on eCommerce Websites

How do eCommerce brands build Product Detail Pages that convert?

Published on September 8, 2021

For eCommerce brands dipping their toes into paid digital advertising on Facebook, Instagram, and Google, it’s hard to see ad performance tank after a few days.

Just set up some ad campaigns, drive traffic to my website, and watch the dollars roll in. Right?

Well, in theory, paid digital advertising really is that easy. But in practice, a variety of elements come into play to determine the effectiveness of your ad spend. And your product detail page is at the very heart of this equation.

So for small businesses and growing brands exploring paid digital advertising, let’s consider what value your product detail page should deliver to prospective buyers.

Media

At the end of the day, we want to see great photos and videos of the product. Product on white, product in action, product on a model, and yes even user generated content of other real customers using it.

Copy

Descriptive copy of your product will help provide context to the imagery. Add what materials you use, how the product is best used, and FAQs and Sizing charts — known as objection busters — for folks who are still contemplating.

Payment Methods

Most e-commerce website platforms like Shopify and Squarespace offer multiple payment options for shoppers, including direct payment via credit card as well as support for third party apps like Shopify and Apple Pay. It’s worth exploring as many options as possible to ensure your prospective customers are able to pay in whichever manner they please. In addition, e-commerce brands with high-dollar items are exploring BNPL options such as Affirm to offer monthly payment options.

Customer Reviews

It’s worth being mindful of the most basic human instinct — that we like what others like. It’s true that we seek validation from others, and when we make purchase decisions, ratings and comments are imperative. Using a service like Yotpo is a great way to ensure your website has Customer Reviews and User Generated Content available to solidify your legitimacy and claims

Upsells and Related Products

If you are seeking to attract the most value from your ad spend, it’s worth considering product bundles and subscription offerings for your store. Bundles are a great way to increase your average order value and lower your customer acquisition costs and can also give prospective customers the ability to try a variety of products all at once — a great option for someone who is interested in the brand but not sure which SKu to purchase

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