eCommerce

How to Optimize Your eCommerce Product Details Page for Maximum Conversions

October 28, 2022  |  10 min read
ecommercebreadcrumb separatorproduct details page

Product detail pages are essential to an eCommerce website. To optimize your product detail pages, you'll need to customize them to fit your business, workflows, and customers. Let's go over how you can get the most out of your eCommerce product detail pages.

Key Takeaways
  • Product detail pages require specific information to give end users the information they need to make a purchase.
  • Customizing your product detail pages to your business gives your customers a better experience.
  • Integrating your front- and back-office software, like your storefront to your ERP, gives you powerful capabilities within your eCommerce platform.

What Are Product Detail Pages and Why Do I Need Them?

Product detail pages are pages on your website that have the specific information about a product that a customer would want to know. Depending on the product, it might have information about material, quantity, specs, and much more. Customers can also add a product to their cart from the product details page.

Without product detail pages, customers won't have enough information to know if they want the product. Without enough information, customers won't buy. That makes product detail pages a vital part of any eCommerce platform.

eCommerce Product Details Page Fundamentals

Now we’ll go through a basic example of a product details page for an eCommerce platform and what types of things you need on the page.

Meta Information

There are some basic things you want to verify are available for product detail pages within the platform. One is the meta information, which includes the meta title, meta description, keywords, and tags.

There should also be schema information generated with the product details page. Depending on your industry, specific schemas can be helpful when this product details page gets indexed.

Name & Pricing Details

Then of course, on a product details page you need things like name (of the product) and price. More specifically, there might be tiered pricing, quantity-based discounts, and customer-specific discount levels. These things should be included as part of the core or base package for the software.

Real-Time Updates

Ideally, there’s an easy way to bulk upload or integrate to your back-office system that’s the source of truth for this data. This also allows for accurate and up-to-date inventory information.

It’s important to have detailed stock and shipping information that reflects what’s really going on with the inventory and fulfillment side of things, including for multilocation warehousing and fulfillment and different shipping methods.

Product Specifications

A product details page should also include the SKU, units, summary, and detailed description with rich HTML text (especially for a more advanced presentation).

Optimized Images

It also makes sense to have product detail images, which need to be optimized so they can be leveraged across the catalog system, cart, and checkout pages where they’re thumbnails, and within the product details page itself. You want to be able to set up these pictures once and then have the system autogenerate optimized images for you for the different formats, screen sizes, etc.

Other Media

It's also important to be able to organize these images and include other media formats like videos and PDFs and have these be filterable so people can search for the type of media they want to view. People should also be able to zoom in on page contents and have everything render correctly.

These are all things that should be built into the core system for your product detail pages on your eCommerce site.

Media Optimization & Access

For some industries, it makes sense to have a horizonal scroll on certain elements, and for others it makes sense to have more compelling imagery and a different format for presenting it. The system needs to be able to adapt to that.

In addition, for media files, there may files you do and don’t want the end user to be able to download in addition to viewing it on the site (such as for more detailed product information). You might have images or PDFs that are “view only” and not downloadable, and others that are watermarked.

Related Products

You also need to be able to show related product information, and potentially allow customers to order in kits so they can order this product that they’re on and the additional recommended items (more on this later).

When customers are adding the item to their cart, they ought to be able to see the price increase if you want to show them the price for selecting multiple options.

Quote Carts

It might also make sense for your business (depending on the business model) to have a quote cart that customers can add items to. For many businesses this isn’t a requirement, but if it is an option you need for your business, you’ll want to make sure this is included.

Shopping Lists

We also recommend that you have lists that customers can add items to, such as Favorites, Shopping Lists, Wish Lists, and so on. For a user, the ability to add items to a list can make or break their experience.

Product Details Page Specific Use Cases

Now we’ll dive into specific use cases for product detail pages and what to look for in an eCommerce platform, including what off-the-shelf capabilities and customizations it ought to have.

  • Fill a Container – To fill a container and ship it intermodally, customers need to know the lead time and cost. This will require 3PL logistics integration.
  • Select Product Attributes – Users can change attributes for the product on the details page; those changes reflect dynamically in the price, size, image, etc.
  • Multiple Options in One Order – Organizations can order attire like uniforms in bulk for a discount, and they can get different color swatches and sizes within the same order.
  • Customizable UI – The user interface adapts to the customer signed in on the site to give each user the most optimal experience.
  • Reviews and Ratings – Reviews and ratings posted by customers who bought a product are important for building trust and can tip the balance for whether or not a customer decides to purchase.
  • Industry-Specific Modifications – A manufacturing site offering a unit of metal allows the user to select the form of the metal (sheet, tube, etc.) and specify the thickness. The price is dynamically updated based on their selections.
  • Dynamic Options – Your product details page may need to change elements based on what's been selected. Dynamic options on product detail pages ensure clients get exactly what they need.
  • Data Consistency – We can make sure that your product details page can bring in data in a format that's consistent with your ERP, so you can get dynamic, real-time updates to your front- and back-end systems.
  • Multiple Processes – The product details page system can deal with multiple locations, warehouses, pick and pack systems, fulfillment processes, and much more.
  • Manual Steps – While you want to automate everything as much as possible, some processes require manual steps, such as a quoting process or approval process.
  • Store Locator – Users can look up the location of an item that's at one of your stores and see where it is. They can use a map view to search, a list view, and more. This is useful for buying online and picking up in-store.
  • Recommended Products – On your product details page, you can display "Popular Products," "Frequently Purchased With," and "Recommended Items."
  • Estimation Calculator – For items that are difficult to know the exact quantity of, users can use a calculator to estimate how many they need. For example, inputting the area needed for turf rolls to get an estimate of how many to buy.

Key Takeaways

Self-Service Is Vital

For the best results, make sure your product detail pages give your end user a fully self-service experience. People want to complete tasks themselves; no one wants to call customer service just to select a different shipping method these days.

Assess What Your Users Need

Ask yourself: What do my end users expect from the product detail pages? What do they want to know? What options do they need to select? Your particular business, industry, and customer base will affect how your product detail pages will be optimized.

Dynamic Product Details

If you have a product with customizable attributes, it's important that the details on the page update along with the selections. That way, your customers get the full experience and the information they need to decide which attributes they want to purchase.

Experienced Product Details Page Developers

Our development team consists of engineers by trade and sophisticated software developers. We enjoy getting into the weeds and customizing and fine tuning these product details pages and doing it in a way that's reasonable from a cost perspective for your business so you can continue to grow.

We've also optimized the architecture so that we can leverage all the experience we've put in—which is a combined 400+ years of experience within the software space, 15+ years of operating within our business, and billions of revenue processed through these product detail pages.

If you're interested in finding out more, please consider signing up for our complimentary discovery session, where we'll go over your business needs and what solution and features would best suit them. You can also check out our YouTube channel and the resources on our site.

FAQs

  • How can I make my product detail pages self-service?

    Self-service starts with having ERP integration, such that your front-end and back-end systems can coordinate smoothly. This provides up-to-date information for both systems, which means you can display information on the website for customers to view rather than forcing them to call you to find out what they want to know. Having an intuitive user interface is another important aspect of self-service, such that customers can easily navigate the eCommerce platform and find what they want almost immediately.

  • What are important things to have in a basic product details page?

    For a basic product details page, you'll need meta information, name and price of the product, specifications, media (images, videos, PDFs, etc.) to showcase the product, lists that users can add items to (shopping lists, wish lists, favorites, etc.), and promoted products displayed further down the page (recommended, related, frequently bought with, and popular products). Then, you'll want to add in other features that your specific business needs for your type of product and your customers.

  • What are the most important aspects of product pages for manufacturing sites?

    Manufacturing product detail pages need dynamic options that are based on the different types of products, as this allow users to select the appropriate specifications and get exactly what they want.

Still have questions? Chat with Jeremy on the bottom right corner of your screen #NotARobot

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Written by Autumn Spriggle
Autumn Spriggle is a Content Writer at Clarity Ventures who stays up to date on the latest trends in eCommerce, software development, and related topics to provide readers with the latest and greatest. She strives to help people like you realize the full potential for their eCommerce business.

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