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The 4 elements every product detail page needs

Jessica Farelly
By Jessica Farrelly

An ecommerce retailer’s product detail page is arguably one of the most important pages on your site. In an article for Shopify, Rosara Joseph, content strategist at VentureWeb explained, “The paramount goal for your product pages should be to build user confidence by providing all the information necessary for a purchasing decision and making the process as intuitive and straightforward as possible.”

Online shoppers have become savvy and require certain non-negotiable pieces of information in a product detail page. Without said information, you’ll likely see your bounce rates increase with every new visit. What information must all ecommerce stores include?

  1. Call-to-action (CTA) button
  2. Product photos 
  3. Copy, including keywords
  4. Social proof 

Without these four elements, you risk losing sales. So, how do you optimize your product detail page to ensure you not only include these four elements, but make them work for you? 

1. Call-to-action (CTA) buttons

Starting with the end because oftentimes, a CTA button has a big burden to bear on a product detail page. When the customer is ready to hit that button, it needs to be as follows:

  • A clickable button (not hyperlinked text)
  • Clear, understandable, and specific language (in the first person)
  • Placed in a logical spot on the page, usually next to the previous action item

The best part about CTA buttons is the ease of A/B testing them. If you’re unsure of the location, the wording, the colors, etc, it’s easy to test these against each other. But remember, only test one aspect at a time to get a clear sense of which is performing better. 

2. Photos for your product detail page

When you are selling products online, photos are possibly one of the most important aspects required on your product detail page. Videos are great too, and gaining in importance, but if all you have are photos, that’s enough to get started. 

Having said that, it’s important to have more than one, high-quality image of each product. For instance, an analysis of top 25 brands shows an average of eight product photos for clothing items specifically. So when planning product photoshoots, keep that in mind. 

However, with many large image files, your site’s speed can slow down by seconds ‒ which in the ecommerce world is an eternity to visitors. In fact, a 2018 Google report shows “53% of mobile users will abandon a site that takes longer than three seconds to load.” 

product detail page speed

Think with Google Source: Google/SOASTA Research, 2018.

The solution is to reduce the image file size without losing the quality of the resolution. If you don’t have an in-house designer who can do this for you in Photoshop, there are several online apps that are available, such as TinyJPG (or TinyPNG). 

Insights to shape your ecommerce strategy in 2021

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3. Product detail page copy

The copy plays an important role on your product detail pages because it has many jobs to do. 

Its first job is to explain the product to customers so they know what it is and what it offers. These are known as features. Features can include anything that is matter-of-fact, such as sizing or dimensions, colors, operating systems, etc., and help address any concerns someone might have (like, does it require 2 AA batteries or 4 Ds, and are they included?). 

With the support of the product photos, the copy should paint a clear picture (no pun intended) in the customer’s mind about what they are getting. 

The next job of the copy is to show how the product can improve or solve someone’s problems. These are typically referred to as benefits. The benefits are sometimes intangible, but perhaps more important to a customer than the features. So consider these as well when trying to differentiate your product as they play an important role in sales decisions.

Lastly, the copy’s job is also to help your product detail page be found online. That is, incorporating keywords for SEO can help search engines find your product when customers are specifically looking. Don’t forget to include relevant and adjacent keywords in the page’s title tags, meta description, product descriptions, photo tags, etc. 

4. Social proof

Social proof can be many different things: influencer or celebrity endorsements, customer success stories, testimonials and reviews, credentials, or guarantees. Having any one or combination of these on your product detail page can be instrumental in purchasing decisions. 

Hubspot reports that before making a purchase, the average customer will read 10 reviews and that 88% of customers trust these reviews just as much as recommendations from friends or family.  

Incorporating social proof on your product detail page will definitely help strengthen customers’ trust in your brand and product. There are several apps you can integrate onto your ecommerce store to help bring these to life. 

Polish up your product detail pages 

The online retail game has its advantages; it allows ecommerce professionals to test and  analyze what works best for their audience with minimal costs. Sure, there are many other elements to product detail pages that you could include, however these four elements are probably the most important. If you can get these right, you’ll see the difference in your bottom line.