The thrill of the online shopping chase: Three qualities of irresistible product detail pages

The thrill of finding an irresistible product online is like finding a perfect match on a dating app. Over 75% of active daters research prospective mates regularly. Similarly, 61% of shoppers do homework before each shopping trip. The connection? Both are looking for something genuine and trustworthy.

Shoppers (and daters) seek confidence before they “swipe right,” scrutinizing any missing details on product detail pages (PDPs). Brands can build that consumer confidence through high-quality photography and accurate, detailed product descriptions. And, of course, all-important user-generated reviews can seal the deal.

Here’s how to embrace those three qualities of convincing and compelling PDPs and help consumers avoid the online shopping equivalent of catfishing — where the real deal doesn’t quite match the description.

 1. High-quality visuals

Nobody swipes right on blurry selfies. Similarly, shoppers click away from low-quality photos on a PDP. Invest in product photography that makes a stellar first impression on shoppers as they evaluate your products.

Shoppers want to see images — like hero imagery or scale shots — accurately depicting a product’s details, including size, quantity and differentiation points. Lifestyle photos help potential customers visualize themselves using a product.

Beyond high-quality still images, including 360-degree spin photography on a PDP has increased online conversions by as much as 47%. 360-degree spin images display all product angles in a dynamic format.

Other rich content options include videos, hot spot imagery and augmented reality (AR). Imagine watching a short demo that showcases your product’s features in action or tapping on “hot spots” to reveal detailed information about specific materials or care instructions.

Ultimately, high-quality visuals transform your products into compelling visual assets, providing an in-store experience on your PDPs. Robust imagery not only showcases products but also influences shoppers to make impulse purchases. In fact, over 55% of consumers admit high-quality images persuaded them to buy something they didn’t need.

 2. Sales-driving product descriptions

PDPs provide the information shoppers need to verify they’ve found the product they want.  Plus, well-written, accurate and thorough product descriptions help set expectations so there are no disappointments when customers receive their purchases in the mail — unlike showing up to a first date only to discover your match’s profile pics are a decade out of date. In fact, a general lack of product features or helpful information is to blame for just over one-third of online returns.

Just like daters want to know details like height, hobbies and values of a potential match, shoppers want to learn all about a product’s features, materials, fit and specs. Similar to an “About Me” section, these descriptions tell a product’s story to draw shoppers in.

Generic or missing product details are deal-breakers. Nearly 60% of shoppers will leave a PDP with low-quality product descriptions or a lack thereof. Craft irresistible product narratives by:

• Ditching fanciful sentences and excessive jargon and using clear, direct sentences incorporating power words. Choose descriptive words like “exceptional” and “stunning” over the blander “nice” (and less riveting) adjectives.
• Breaking down long, intimidating paragraphs into bulleted lists. Don’t be afraid of white space and different-sized fonts.
• Highlighting how a product mitigates pain points, addresses needs or brings joy.
• Identifying your target audience and buyer personas to uncover content gaps on PDPs.

Successfully executing the product description portion of the PDP builds consumer trust and ensures buyer confidence.

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 3. Credibility-enhancing reviews

Your PDPs need customer reviews. Nearly 70% of consumers often or always look for social proof before making a purchase. Think of reviews as your virtual wingmen and wingwomen, paving the way for customers to find their “happily ever after.”

A sparse review section should raise a red flag. Over one-third of shoppers (38%) will not buy a product with fewer than five reviews. That number increases to 53% for consumers under the age of 35.

Allow (and encourage) customers to leave reviews on your PDPs so that new and repeat customers can scan through different product experiences. These reviews don’t only drive sales; they’re windows into the human stories behind your products, making your brand feel more relatable and approachable.

And though negative reviews may seem detrimental to sales, even multiple critiques won’t deter some shoppers. One in four consumers still buys a product after reading six or more unfavorable reviews. Instead of dismissing negative feedback, use less-than-stellar reviews to your advantage. Critical reviews provide the invaluable insights needed to expose and address product issues and, in turn, deepen consumer trust and loyalty.

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Lean into feedback and create an open dialogue with customers by replying to both positive and negative reviews. Thoughtful responses and transparency show exceptional customer service while cultivating customer relationships and making your customers’ voices heard.

These steps elevate PDPs beyond mere product listings; they become captivating stories, building trust and connection with your audience. In the shopping and dating realms, first impressions matter. Make your product pages so irresistible that shoppers can’t help but say “yes” to a long-lasting relationship with your brand.

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