Here’s a recap of everything I’ve learned over the last 13 years about ecommerce product pages, commonly referred to as PDPs.
A: for an Ecom brand— irrespective of whether traffic is arriving via paid ads or SEO— visiting the product page is a necessary step in the conversion flow.
B: the product page matters because this is where our hero chooses between “buy” and “bye bye”
C: your product page has 5 levers:
Reducing this is a race to the bottom.
2- Product reviews.
Mostly out of your control.
You could have 5,000 five ⭐️ reviews but if the latest four are negative your conversion rate will dip.
3- Product photos/videos.
Expensive to do a reshoot.
4- Page design.
Redesigns ain’t cheap either.
5- The last woman standing is your product description.
Updating your description (which should be thought of as a sales pitch) is 5x easier to do 🆚 a redesign. It’s also way more impactful.
That’s it, that’s everything I’ve learned. And this is why I am the Shopify Product Page guy!
Rishi Rawat is a buyer psychology Conversion Copywriter. His company, Frictionless Commerce, uses a nine-point copywriting framework to Optimize Conversion Rates. He also has a weekly example-filled conversion secrets newsletter and is active on LinkedIn where he is constantly posting quick examples you can implement on your site.