The Product Display Page Paradox
If you’ve done your job right and consumers do click through to your product display page (PDP), or better still (from a conversion point of view) land directly there from a browser search, you might be fooled into thinking your work is done. But leaving the critical next step – the crucial moment of conversion – solely to the retailer is a mistake many brands make.
The product display page is where customers go to make informed buying decisions. But in this unregulated landscape, the experience for brands and consumers alike can be intensely frustrating.
Product Display Page Pain Points
- You have no control over the UX/UI design – you are at the mercy of each retailer – and the experience varies radically from site to site.
- Ads and product tiles promoting the retailer’s own-label product line – or a competing brand’s – vie for your attention.
- PDPs are traditionally devoid of branded content – aside from above-the-fold (ATF) product imagery and a snippet of brand copy.
- PDP photography, while potentially informative, lacks any brand context and is almost always devoid of emotional gravitas.
- According to some sources, 55% of people spend less than 15 seconds on product pages, so you don’t have long to convince them to add to cart.
Why are Product Display Pages So Important?
Product Display Pages – sometimes referred to as the digital shelf – literally replace the traditional product display in a brick-and-mortar store (so important are they that we’ve written about Product Display Pages before). They are the final virtual touchpoint and the last step before purchase. And since you cannot physically touch and hold the product online, they must convey all of the product’s essential information and convince the customer to add it to their coveted cart. They are also home to the increasingly important customer reviews and ratings – for some, the most critical information on any PDP.
“Your product detail page is the moment of truth – your opportunity to act as the consummate online salesperson…”
– Salsify, “How To Create Enhanced Content eBook.”
The New Frontier
Stealthy marketers have realized that the humble PDP is their secret weapon in this electronic showdown. Despite the challenges of the environment, a host of new services are blazing a trail – transforming these barren pages with “enhanced brand content” – putting control back into the hands of brands.
“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.”
– Rosara Joseph, Content Strategist at VentureWeb
The Enhanced Product Display Page Content Players
On the content creation side, several companies are offering enhanced PDP syndication platforms, including Salsify, Syndigo, Shopify, and Amazon (via its Vendor Central A+ Pages).
And an increasing number of major retailers are starting to feature syndicated content on their sites, including Amazon, Target, Best Buy, Macy’s, Kohl’s, Costco, and Walmart. There’s a thirst for this kind of content, both from brands eager to stand out and from retailers keen to convert more of their visitors.